Killer Copy Course Manual (tom Poland)
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Tom Poland’s
Killer Copy Course py Manual www.8020Center.com
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Tom Poland’s l d’
Killer Cop Co rse Killer Copy Course www.8020Center.com
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KCC Outcome KCC Outcome 9 To To learn a system for turning words into cash. learn a system for turning words into cash More specifically:
To equip you with a h “how how to to” process for writing copy process for writing copy that will cause readers and listeners and viewers to buy your products and services in ever‐increasing numbers g www.8020Center.com
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Applications for Killer Copy Applications for Killer Copy 1. 2. 3 3. 4. 5. 6. 7. 8 8.
Sales letters 9. Brochures 10. Web pages Web pages 11 11. Emails 12. Packaging 13. Radio/TV adverts / 14. Print adverts 15. Interviews 16 16. www.8020Center.com
Articles Yellow Pages Flyers Phone calls Sales Meetings Talks On‐line events … all other P.O.S. all other P O S 4
Contents – Major Parts Contents Major Parts Part 1: The (9 Prerequisite) Rules P t 1 Th (9 P i it ) R l Part 2: The (14 Step) Formula Part 3: 8 On Line Medium Specifics P t 4 8 Off Li M di Part 4: 8 Off Line Medium Specifics S ifi Part 5: 6 “How To …” Bonuses Part 6: But Wait … There’s More! www.8020Center.com
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Part 1: The Rules Part 1: The Rules 1. 2. 3. 4. 5. 6. 7. 8. 9.
Identify Your Market Figure Out Your Market’s Motivators Create Quality Product To Match Create Your Message To Match Write Like You Talk And Project Personality Include Every “Element” Possible (see next slide) Use Multiple Media Use Direct Response Measure Results And Trial www.8020Center.com
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Part 2: The Formula Part 2: The Formula 1. Headlines 1 Headlines 2. Sub‐headers 3 Starters 3. St t 4. The Problem 5. The Solution 6. Credibilityy 7. The Offer & Pricing 8 Believability 8. www.8020Center.com
9. Do‐abilityy 10. Guarantees 11. Bonuses 12. Scarcity 13. Call To Action 14. The PS Other… 15. Power words 16. Bullets 17. Readability d bili 7
Part 3: On Line Medium Part 3: On Line Medium 1. 2. 3 3. 4. 5. 6. 7. 8.
Emails Pay Per Click Landing Page Landing Page Auto‐responders Blogs l Split Testing Response boosters Shopping Cart pp g www.8020Center.com
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Part 4: Off Line Medium Part 4: Off Line Medium 1. Direct Mail 1 Direct Mail 2. Lumpy Mail 3. Advertorial 4 Advertising 4. 5. Yellow Pages
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Articles Flyers/brochures Audio brochure
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Part 5: “How Part 5: How To … To …” Bonuses Bonuses 1. Reactive Old Clients Reactive Old Clients 2. Build A List You Can Sell To 3 Edit Copy (including the Checklist) 3. Edit Copy (including the Checklist) 4. Build Iron Bars Around Your Clients 5. Capture Testimonials l 6. Create Special Reports 7. Joint Venture introduction 8. Write copy that sells in less than 300 seconds py www.8020Center.com
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Part 6: But Wait There’ss More! Part 6: But Wait There More! 1. Ten Major Mistakes 1 Ten Major Mistakes 2. Seven Influence Accelerators 3. The (Almost) Idiot Proof 6 Step Formula 4 Killer Copy Master Checklist 4. Killer Copy Master Checklist 5. Bibliography 6.My favorite tools www.8020Center.com
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Before we begin writing … Before we begin writing … 1. A word about “HYPE” –noun 5. exaggerated publicity; hoopla. 6. an ingenious or questionable claim,7. a swindle, d deception, or trick. i i k •
Wild and untrue claims, broad generalisations, gross exaggerations
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Used as a compensation for poor copywriting p p py g
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But DO NOT confuse it with confident, legitimate claims backed by reasonable proof and claims backed by reasonable proof and honourable guarantees i.e. the truth www.8020Center.com
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Before we begin writing … Before we begin writing … 2. A word about Integrity g y •
I am going to give you advanced and truly powerful techniques that has taken me decades powerful techniques that has taken me decades and tens of thousands of dollars to discover
• You can use it like the snake oil merchants who prey on gullible, naïve, desperate & greedy • You can use with integrity to create “wins” for all g y • “What does it profit a man to gain the whole world and yet lose his soul” www.8020Center.com
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Before we begin writing … Before we begin writing … • Ignore feelings of intimidation when writing • Never wait to “be inspired” – just show up and start writing • Practice (right technique) makes perfect • Wh What you/friends/parents/partner/team/dog t /f i d / t / t /t /d thinks about your copy is irrelevant – the only relevant thing is relevant thing is …
DOES IT WORK? DOES IT WORK? www.8020Center.com
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Format 1. Overview the subject Overview the subject 2. Samples where relevant p 3. Q & A 4. Workshop & Hot Seat where relevant 5. Ideas and Actions Log (schedule at end) www.8020Center.com
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P tO Part One:
The Rules The Rules www.8020Center.com
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Part 1: The Rules Part 1: The Rules 1. Identify Your Market 2. Figure Out Your Market’s Motivators 3. Create A Quality Product To Match Create A Quality Product To Match 4. Create A Message To Match 5 Write Like You Talk & Project Personality 5. Write Like You Talk & Project Personality 6. Include Every Element Possible 7 Use Multiple Media 7. U M l i l M di 8. Use Direct Response 9. Measure Results And Trial www.8020Center.com
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1. Identify Your Market 1. Identify Your Market
Pay‐ability (client) – Pay‐ability (client) – willing and able? willing and able? Profit‐ability (product) Reach‐ability (marketing) Expand ability (geographic more Expand‐ability (geographic, more product to same customers, more customers to same product) t t d t)
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2. Figure Out Your Market’ss Motivators 2. Figure Out Your Market Motivators
Altruism Ego Survival www.8020Center.com
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2. Figure Out Your Market’ss Motivators 2. Figure Out Your Market Motivators 1. You 1 You are NOT selling your product are NOT selling your product 2. Surprise! You are NOT even selling the benefit of your product! benefit of your product! 3. You ARE selling the emotions your clients will feel: ill f l drill bit … hole … feeling d ill bit h l f li 4. Failed Dieter: what is he/she feeling and what does he/she want to feel? / 5. Industrial water pumps: ditto 6. Government construction tenders: ditto www.8020Center.com
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2. Figure Out Your Market’ss Motivators 2. Figure Out Your Market Motivators Which is more compelling?: h h ll ? “The Acme Diet Plan: Shed 10 kilos in 10 weeks!” “Feel great & look slim at the beach this summer: Shed 10 kilos in 10 weeks – guaranteed!”
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2. Figure Out Your Market’ss Motivators 2. Figure Out Your Market Motivators 1 Attachment 1. Attachment and Aversion Activators ‐ and Aversion Activators ‐ emotions: fear, desire, ego, legacy, feel good factor/self‐esteem d f t / lf t 2. Figure out their personal style ‐ amiable, expressive, analytical, driver 3 What do they read: mags, forums 3. What do they read: mags forums 4. Start a “swipe file” www.8020Center.com
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2. Motivators – The 10 Questions 2. Motivators The 10 Questions 1. What do they worry about that keeps them awake at night? (worry, stress, fear)? 2. What they want that they think about every y y y day? (desires) 3 What do they hate doing? 3. What do they hate doing? 4. What do they hate happening? 5. What does their nightmare scenario look like? h d h h l klk 6. What does their perfect scenario look like? www.8020Center.com
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2. Motivators – The 10 Questions 2. Motivators The 10 Questions 7. What are the problems they have faced or face in getting what they want (desires) and avoiding what they don’t want (fears)? 8. What solutions did they try and what was y y the result and why did they fail? 9. What’s changing or will soon change that will affect them and how will that affect them? 10.Who are their respected authority figures and why? and why? www.8020Center.com
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2. Figure Out Your Market’ss Motivators 2. Figure Out Your Market Motivators • www www.Amazon.com Amazon com – find related books find related books and read reviews, copy and paste titles • www.Groups.Google.com – forum lists • Visit competitors web sites Visit competitors web sites • Interview “lost quotes”
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Motivators Exercise Motivators Exercise 1. What do they worry about that keeps them awake at night? (worry, stress, fear)?
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Motivators Exercise Motivators Exercise 2. What they want that they think about every day? (desires)
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Motivators Exercise Motivators Exercise 3. What do they hate doing?
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Motivators Exercise Motivators Exercise 4. What do they hate happening?
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Motivators Exercise Motivators Exercise 5. What does their nightmare scenario look like?
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Motivators Exercise Motivators Exercise 6. What does their perfect scenario look like?
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Motivators Exercise Motivators Exercise 7. What are the problems they have faced or face in getting what they want (desires) and avoiding what they don’t want (fears)? ………………………………………………………….……………… …………………………………………………………….…………… ……………………………………………………………….………… ……………………………………………………………….………… ………………………………………………………………….……… ……………………………………………………………….………… www.8020Center.com
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Motivators Exercise Motivators Exercise 8. What solutions did they try and what was the result and why did they fail? ………………………………………………………….……………… …………………………………………………………….…………… ……………………………………………………………….………… ……………………………………………………………….………… ………………………………………………………………….……… ……………………………………………………………….………… www.8020Center.com
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Motivators Exercise Motivators Exercise 9. What’s changing or will soon change that will affect them and how will that affect them? ………………………………………………………….……………… …………………………………………………………….…………… ……………………………………………………………….………… ……………………………………………………………….………… ………………………………………………………………….……… ……………………………………………………………….………… www.8020Center.com
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Motivators Exercise Motivators Exercise 10. Who are their respected authority figures & why? ………………………………………………………….……………… …………………………………………………………….…………… ……………………………………………………………….………… ……………………………………………………………….………… ………………………………………………………………….……… ……………………………………………………………….………… www.8020Center.com
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Identikit Profile – My Sam/Pam Identikit Profile My Sam/Pam • 45, male and female • Business owner or partner • for more than 5 years • • NZ and OZ NZ and OZ • Worries about not enough clients, free time, money or fun f • • Tried working longer and harder, hiring more staff , g • Determined and persistent • • Fears failure, not an www.8020Center.com
option Wants Financial Freedom Wants to feel in control, certain about increasing certain about increasing revenue and client happiness, successful S ti l f Sceptical of programs and d gurus – been burnt before and did not implement Role Models include successful entrepreneurs
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Identikit Profile – Pt 1 Demographics Identikit Profile Pt 1 Demographics • Age Age • Gender Relevant marital religious qualifications • Relevant marital, religious, qualifications, memberships, other e.g Homeowner) Career/bus type • Career/bus type • Location
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Identikit Profile ‐ Demographics Identikit Profile • • • • • • •
………………………………………………………. ………………………………………………………. ………………………………………………………. ………………………………………………………. ………………………………………………………. ………………………………………………………. ………………………………………………………. www.8020Center.com
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Identikit Profile ‐ Psychographics Identikit Profile Build a one page profile based on answers to the 10 questions
• • • • • • • • • •
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3. Create A Quality Core Product To Match 3. Create A Quality Core Product To Match 1 Don’t 1. Don t start with your Core Product … start with your Core Product start with a need in the market! 2 Consider scalability, profitability 2. Consider scalability profitability 3. Listen to F.A.Q.s & F.E.F.s & Feedback 4. List ALL benefits of your product (benefits are NOT features but rather the positive effect of a feature) 5. Write unique features in CAPS Write unique features in CAPS www.8020Center.com
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Exercise: Core Product 10 Benefits Exercise: Core Product 10 Benefits 1.
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Product Funnel Product Funnel
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Product Funnel Product Funnel • Five times easier • 80% less cost • “No brainer” entry level product proposition • Then up‐sell, in‐sell and on‐sell
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Product Funnel Product Funnel Low cost High value Low cost, High value 1: Free Added Value (FAV) 2: Easy Entry Product (EEP) 3: Core Offering Product (COP) 4: Spin Off Products (SOP) 4: Spin‐Off Products (SOP) High cost, High Value
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Product Funnel – FAV examples Product Funnel FAV examples 1. 2. 3. 4. 5. 6. 7 7. 8. 9 9.
Special report Ezine/Newsletter Blogg Preview events Articles CD/DVDs Samples Test drive F Free trial period “Puppy dog” i l i d “P d ” www.8020Center.com
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Product Funnel – EEP Examples Product Funnel EEP Examples 1. Initial consultation Initial consultation – reduced price reduced price 2. Customised report – ditto 3 Continuity Club – 3. Continuity Club – postage only or postage only or similar 4 COP “lite” version e.g. various software 4. COP “lit ” i i ft and web services, Brunson’s MP3 player 5. Cheaper product in same range e.g. salt block versus calf feed www.8020Center.com
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Exercise: My proposed Product Funnel Exercise: My proposed Product Funnel FAV
EEP
1. …………………..……
1. ………………………
2 …………………..…… 2.
2 2. ………………………
3. …………………..……
3. ………………………
4. …………………..…… 5. …………………..…… 6. …………………..…… 7. …………………..…… www.8020Center.com
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4. Create A Message To Match 4. Create A Message To Match 1. List Ideal clients other options – no just direct competitors 2. State why you are the better choice 3. No fluff allowed e.g. “better service” versus “Guaranteed 60 minute response p time” www.8020Center.com
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Message Exercise Message Exercise 1. Alternatives ‐ DIRECT Other crappy options ………………………………… ………………………………… ………………………………… ………………………………… ………………………………… ………………………………… ………………………………… www.8020Center.com
Why mine kicks butt ………..…….……………… ………..…….……………… ………..…….……………… ………..…….……………… ………..…….……………… ………..…….……………… ………..…….……………… 49
Message Exercise Message Exercise 2. Alternatives ‐ INDIRECT Other crappy options ………………………………… ………………………………… ………………………………… ………………………………… ………………………………… ………………………………… ………………………………… www.8020Center.com
Why mine kicks butt ………..…….……………… ………..…….……………… ………..…….……………… ………..…….……………… ………..…….……………… ………..…….……………… ………..…….……………… 50
Message Exercise Message Exercise 3. Alternatives – DO NOTHING What will stay same or get worse if they don’t buy?
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Message Exercise Message Exercise 11. What do the have to believe in order to buy? ………………………………………………………….……………… …………………………………………………………….…………… ……………………………………………………………….………… ……………………………………………………………….………… ………………………………………………………………….……… ……………………………………………………………….………… ……………………………………………………………….………… www.8020Center.com
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4. Create A Message To Match 4. Create A Message To Match 1. List biggest objections and answers 2. Do this thoroughly! Do this thoroughly! e.g. I tried to get fit before and I failed H Have you tried to get fit before and failed? t i dt t fit b f d f il d? Here’s why Super Circuit is different … we work one on one with you every single week ork one on one ith o e er single eek … all you have to do is show up … also we… www.8020Center.com
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Exercise: Five Biggest Objections Exercise: Five Biggest Objections 1. ………………………………..…………. Answer: ……………………………………...……………..…………. ……………………………………...……………..…………. ……………………………………...……………..…………. ……………………………………...……………..…………. www.8020Center.com
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Exercise: Five Biggest Objections Exercise: Five Biggest Objections 2. ………………………………..…………. Answer: ……………………………………...……………..…………. ……………………………………...……………..…………. ……………………………………...……………..…………. ……………………………………...……………..…………. www.8020Center.com
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Exercise: Five Biggest Objections Exercise: Five Biggest Objections 3. ………………………………..…………. Answer: ……………………………………...……………..…………. ……………………………………...……………..…………. ……………………………………...……………..…………. ……………………………………...……………..…………. www.8020Center.com
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Exercise: Five Biggest Objections Exercise: Five Biggest Objections 4. ………………………………..…………. Answer: ……………………………………...……………..…………. ……………………………………...……………..…………. ……………………………………...……………..…………. ……………………………………...……………..…………. www.8020Center.com
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Exercise: Five Biggest Objections Exercise: Five Biggest Objections 5. ………………………………..…………. Answer: ……………………………………...……………..…………. ……………………………………...……………..…………. ……………………………………...……………..…………. ……………………………………...……………..…………. www.8020Center.com
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4. Create A Message To Match 4. Create A Message To Match 1. Develop 1 Develop A Customer Value Statement A Customer Value Statement 2. Expand to “10 reasons why your product is your Ideal Clients Best product is your Ideal Clients Best Choice For … ” 3. Customize for culture /personality f l / l 4. If you have a gun salesperson y g p transcribe 5. Read their media to Read their media to “get get the lingo the lingo” www.8020Center.com
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Exercise: Ten Reasons Why Exercise: Ten Reasons Why Summarize previous exercises 1.
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5. Write Like You Talk & Project Personality 5. Write Like You Talk & Project Personality 1. 2. 3. 4. 5. 6.
Establishes rapport much faster pp You relaxed = reader relaxed Use contractions (I am = II’m) Use contractions (I am m) and break and break your English teacher’s rules! Relax – like talking to your best friend g y Careful use of humour e.g. “help save my marriage sale”, as nervous as … (people are bored!) b d!) Simplify “furthermore” = “also” www.8020Center.com
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Exercise: Conversational Copy Exercise: Conversational Copy • You see, once you’ve graduated from my “Killer Copy Course” you’ll never, ever again “spend” time on writing because every minute that you are on writing … because every minute that you are writing will be an “investment” (not an expense) that will return you 10 to 100 times (or more!) in new dollars flowing into your bank account new dollars flowing into your bank account. • And here’s the really beautiful thing about learning the secrets of turning your keyboard into an ATM … www.8020Center.com
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Exercise: Conversational Copy Exercise: Conversational Copy • Assume that your best friend is also an Ideal Client. Write a short paragraph just as you would say it out loud to him/her was to why he/she should buy your as you would say it out loud to him/her was to why he/she should buy your product ………………………………………………………………………………….……………….………. ………………………………………………………………………………….……………….………. ………………………………………………………………………………….……………….………. ………………………………………………………………………………….……………….………. ………………………………………………………………………………….……………….………. ………………………………………………………………………………….……………….………. ………………………………………………………………………………….……………….………. www.8020Center.com
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6. Include Every Element Possible 6. Include Every Element Possible 1. 2. 3 3. 4. 5. 6.
See Part 2 See Part 2 “The The Formula Formula” Use the Master Checklist in Part 6 Q: Copy length? 500 or 5 000 words? Q: Copy length? 500 or 5,000 words? A: As long as it takes to do the job! The tighter and more concise the better h h d h b This does not necessarily mean short copy is better – it has to cover as many Essential Elements (The Formula) as space allows www.8020Center.com
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7. Use Multiple Medium (my top 7) 7. Use Multiple Medium (my top 7) 1. Direct Mail sales letters 2. Certified resellers 3. Host Beneficiaries 4. Free Ezine subscription 5. Speaking engagements 6. Free Trials 7. Referrals 8 Joint Ventures ‐ 8. Joint Ventures outbound 9. Joint Ventures ‐ inbound 10. Centres of Influence Centres of Influence www.8020Center.com
11. Sponsorships p p 12. Tear Sheets in Direct Mail 13. Coupon advertising 14. Blog 15. Twitter 16. Facebook Fan Page 17. You Tube 18 On line press releases 18. On line press releases 19. Lumpy mail to niches 20. Free newsletter subscription Free newsletter subscription 65
7. Use Multiple Medium 7. Use Multiple Medium 28. 29. 30. 31 Advertising – newspaper 31. Advertising – trade journals 32. 33. Advertising – magazines Advertising – “Bytes” – added content 34. referred to in book/radio 35. etc t 36. Radio interview 37. TV interview 38 38. On line interview
11. Trade Associations 12. Book sales 13. Sample book chapters 21. 22. 23 23. 24. 25. 26. 27.
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Other peoples workshops On line video Linked‐In T d h Trade show exhibits hibit Personal networking Cross sellingg Free Teleseminars Affiliate marketing Search Engine Optimization Pay Per Click Billboards 66
7. Use Multiple Medium 7. Use Multiple Medium 41. 42. 43. 44. 45. 46. 47 47. 48. 49. 50. 51. 52.
Letter box flyers Advertorials Yellow Pages Purchased lists Purchased lists Forums Articles – on line Articles off line Articles ‐ off line Signature line in emails Press releases Google search News articles Tender lists Tender lists www.8020Center.com
49. 50. 51. 52. 53. 54. 55.
Viral video Special Reports Squeeze page www.new‐list.com www.new list.com www.google.com/alerts Clients bring guest to event Old client reactivation offers
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8. Use Direct Response 8. Use Direct Response • Ad agencies priorities Ad agencies priorities 1. 2 2. 3. 4. 5. 6. 7.
Media commissions M k Mark ups Cutesy slogans Winning awards d Covering their arse Sucking up to clients Results (if at all possible pretend that results can’t be measured but assure client that brand is stronger) li t th t b d i t ) www.8020Center.com
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8. Use Direct Response 8. Use Direct Response • Your Priorities 1. 2. 3.
RESULTS! RESULTS! RESULTS!
• DO NOT advertise unless you can and will measure the response • ALWAYS include an offer and response mechanisms (1‐800/0‐800, email) h i (1 800/0 800 il) • Clayton Makepeace www.8020Center.com
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9. Measure Results And Trial 9. Measure Results And Trial Figure out Life Time Value of Your Client Figure out Life Time Value of Your Client Average $ Per Sale Average $ Per Sale X Average # Transactions Per Year X Average # of Years As A Client = $ ……………………………. (LTV) www.8020Center.com
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9. Measure Results And Trial 9. Measure Results And Trial • • • •
Measure new leads and note source Measure new leads and note source Measure conversions from each source Figure out lead acquisition cost Continually develop more lead Continually develop more lead generation sources … do NOT simply pick hi h t l highest volume or most profitable t fit bl sources www.8020Center.com
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9. Measure Results And Trial 9. Measure Results And Trial MARCH 2015 $ Source
#
#
Conv
spend leads Sales Ratio
$ Sales
Cost / Cost / Life Time LTV
Lead Client
Profit
Referrals
$200
8
4
50%
$750
$2 500 $2,500
$25
$50
$2 450 $2,450
Yellow Pages
$150 12
3
25%
$1,200
$2,500
$13
$50
$2,450
J.V.
$450 56 $
12
21%
$3,450 $ ,
$2,500 $ ,
$8 $
$38 $
$2,463 $ ,
Hosts
$800 18
9
50%
$4,500
$2,500
$44
$89
$2,411
Advertorial
$380
3
1
33%
$400
$2,500 $127 $380
$2,120
Adverisement
$840 12
5
42%
$1,345
$2,500
$70 $168
$2,332
Exist. Clients
$200 15
11
73%
$12,200
$2,500
$13
$2,482
$3,020 124
45
36%
$23,845 $17,500 $300 $793 $16,707
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$18
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P tT Part Two:
The Formula The Formula www.8020Center.com
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Part 2: The Formula Part 2: The Formula 1. Headlines 1 Headlines 2. Sub‐headers 3 Starters 3. St t 4. The Problem 5. The Solution 6. Credibilityy 7. The Offer & Pricing 8 Believability 8. www.8020Center.com
9. Do‐abilityy 10. Guarantees 11. Bonuses 12. Scarcity 13. Call To Action 14. The PS Other… 15. Power words 16. Bullets 17. Readability d bili 74
Introduction • This This is one proven sequence is one proven sequence ‐ there are there are myriad others • Rather than give you all the recipes I am Rather than give you all the recipes I am going to limit the ingredients and give you one proven step by step recipe you one proven step‐by‐step recipe • Don’t do this half‐baked! • Get the Killer Copy Recipe working before trying others y g www.8020Center.com
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1. Headlines 1. Headlines • 70‐90% 70‐90% • The promise of the major benefit • Cut through the white noise: CLEAR, COMPELLING W.I.I.F.M COMPELLING W.I.I.F.M • Expand your Customer Value Statement • You’ve got at MAXIMUM of 3 seconds! • Use Title Case, red type font stands out Use Title Case, red type font stands out www.8020Center.com
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1. Headlines 1. Headlines Cutesy versus compelling: Cutesy versus compelling: “The End of The Stone Age” Vs “Get Rid of Painful Kidney Stones – Quickly, Painlessly and Without Drugs or Surgery”
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Six Easy Headline Tips Six Easy Headline Tips 1 Identify Ideal Client 1. Identify Ideal Client “Are You a Parent Worried About Your Teenage Son or Daughter Having a Car Accident?” “Attention Back Pain Sufferers “ www.8020Center.com
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Six Easy Headline Tips (2 power words) Six Easy Headline Tips (2 power words) 2. Make a big WIIFM promise k b “H “How To Stop Worrying and Start Living” T St W i d St t Li i ” “How To Win Friends & Influence People” “How To Win Friends & Influence People” “How to Have A Happier, Healthier pp , Relationship In Just 12 Short Weeks” www.8020Center.com
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Six Easy Headline Tips Six Easy Headline Tips 3. If possible offer quick, easy, fast, simple p q , y, , p “Now You Can Instantly Increase Sales, Create a Regular Flow of Qualified Leads And Convert Them Into Clients Faster And Easier Then You Ever Thought Possible” “Here’s Now Thousands of Teenagers Got Rid of Their Pimples FAST!” Rid of Their Pimples FAST! www.8020Center.com
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Six Easy Headline Tips Six Easy Headline Tips 4. Create Curiosityy Amazing New Golf Swing Discovery! “Amazing Secret Discovered By One Legged Golfer Can Add 30 Metres To Your Drive, Eliminate Hooks & Slices Forever … Almost Overnight!” www.8020Center.com
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Six Easy Headline Tips Six Easy Headline Tips 5. Ask A Question Identifies A Need “Do You Make These Mistakes With Your Spoken Or Written English?” “Can You Pass This Simple Wealth Test?” “Do You Have Any Of These gy y p Wheat Allergy Symptoms?” www.8020Center.com
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Six Easy Headline Tips Six Easy Headline Tips 6. Use Superlative p “Send Large Files” “The Easiest Way To Send Large Files Fast”
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Headlines – 12 Effective Formats Headlines 12 Effective Formats 1. How To [Benefit]…Faster and Easier Than [ ] 2. Discover The Secret Of [Benefit] 3 How [weird thing] Made Me [Benefit] 3. H [ i d hi ] M d M [B fi ] 4. You Get Double Your Money Back If y [product does not give them the benefit] 5 Warning: Don 5. Warning: Don’tt Even Think About [x] Until Even Think About [x] Until 6. Here’s The Quick Easy Way To [Benefit] www.8020Center.com
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Headlines – 12 Effective Formats Headlines 12 Effective Formats 7. Finally, A [Quick/Easy/Simple/Effective] y, [ / y/ p / ] Way To [Benefit] 8 Announcing A Breakthrough In [Benefit] 8. Announcing A Breakthrough In [Benefit] 9. Would You Invest [$] If/For/To [Benefit] 10. 3/7/10 Proven Ways To/You [Benefit] 11 Now You Too Can [Benefit] Like [Role 11. Now You Too Can [Benefit] Like [Role Model/Authority Figure) 12. The Most Amazing Free Gift Ever … www.8020Center.com
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Headlines – Simple 3 Step Formula Headlines Simple 3 Step Formula Step 1: How To … Step 2: Add benefit (not feature!!) Step 3: Throw in descriptives Step 3: Throw in descriptives • How To Quickly Increase Your Sales With Little Or No Extra Effort Or No Extra Effort • How To Easily Hire Top Quality Employees For Little Or No Extra Cost l • How To Experience Higher Energy and Better Health – Inexpensive, Natural and Enjoyable www.8020Center.com
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Seven Powerful Headline Boosters Seven Powerful Headline Boosters 1. 2. 3 3. 4. 5. 6. 7.
Add specific numbers p Include a guarantee C Create curiosity i i Yellow highlight core benefit g g Identify target reader Localise where possible l h bl Include emotional activators www.8020Center.com
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Headline – 50 of the best Headline 50 of the best 1. How To Enjoy A Happier Healthier Relationship In Just 12 Weeks … Even If Your Partner Doesn’t Want To Change 2. Now You Can Instantly Increase Sales, Create A Regular Flow Of Qualified Leads And Convert Them Into Clients Faster And Easier Than You Ever Thought Possible 3. How To Win Friends And Influence People p 4. How To Stop Worrying And Start Living 5. Attention Pain Sufferers: Here’s How You Can Be Free Of Pain Without Invasive Surgery Or Expensive Drugs Surgery Or Expensive Drugs 6. New! Breakthrough discovery kills kitchen odors fast! Make your indoor areas feel “country fresh” 7 Do You Make These Mistakes In English? 7. Do You Make These Mistakes In English? 8. Warning: Your Lawyer Does Not Want You To Read This Ad (It Could Save You Thousands) 9 They Laughed When I Sat Down At The Piano But When I Started To Play!‐ 9. Th L h d Wh I S t D At Th Pi B t Wh I St t d T Pl ! 10.They Tripled Your Salary Dear! www.8020Center.com
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Headline – 50 of the best Headline 50 of the best 11.Who Else Wants A White Wash – With No Hard Work? (1920s) 12 Yo A Millionaire Writer? 12.You, A Millionaire Writer? 13.Now You Can Look Great And Feel Great In Just 12 Minutes A Day And In The Ease And Comfort Of Your Own Home 14.Do You Have these symptoms of nervous exhaustion? 15.Amazing Secret Discovered By One‐Legged Golfer Can Add 50 Yards To your drives, Eliminates Hooks And Slices … And Can Slash Up To 10 Strokes From Your Game Almost Overnight 16.How a fool stunt made be a star salesman 17.Twelve CDs for the price of One! No more to buy. 18.How to get your cooking bragged about 19.Why We Are Giving Away A 32 Bit Stereo Radio For Only $2 – This Is NOT A Misprint p 20.How I made $4,000 A Day Sitting At My Kitchen Table In My Pyjamas www.8020Center.com
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Headline – 50 of the best Headline 50 of the best 21.Pregnant? The Sooner You Know The Better 22.Confessions Of A Disbarred Tax Lawyer … What The Government Doesn’t Want y You To Know 23.I Paid This Marketing Genius $34,000 Last Year Because He Made Me 345,000 … Now You Can Discover What He Taught Me For 94% Less Than I Paid. g 24.If Read This And You Don’t Think I’ve Shown You At Least 5 Fast And Easy Ways To Get New Clients Then This DVD Is Free And I’ll Pay $50 For Wasting Your Time 25 Now You can be free of debilitating back pain – in less than 2 ½ minutes a day, 25.Now You can be free of debilitating back pain in less than 2 ½ minutes a day Guaranteed! 26.How To Get Rich SLOWLY … But Surely … And NEVER Lose It! 27 Are You A Careful Driver? If So You Can Save Big On Your CAR Insurance 27.Are You A Careful Driver? If So You Can Save Big On Your CAR Insurance. 28.Double Your Money Back If This Is Not The Best Orange Juice You Have Ever Tasted 29 W i ! D ’t S ll A th B d b ildi S 29.Warning! Don’t Swallow Another Bodybuilding Supplement Until You Read This! l t U til Y R d Thi ! 30.When Doctors Suffer From Low Energy – Here’s What They Do www.8020Center.com
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Headline – 50 of the best Headline 50 of the best 31.Weight Loss Secrets Of The Stars – Simple, Easy, Fast! 32 Wo ld Yo In est J st $19 A Month If It Helped Protect Yo r Children From 32.Would You Invest Just $19 A Month If It Helped Protect Your Children From Future Financial Worry And Stress? 33.Give Me 7 Days And I Will Make You A New Man 34.Wanted: People Who Want To Earn 50,000 Or More A Year Working Part Time And Never Having To Leave Home 35.How To Write A Best Seller 36.Which Of These 4 Most Successful Diets Is Right For You? 37.Free To Brides … $2 To Anyone Else 38.Special Report: How You Can Make Your Small Business Worth Millions – p p even if it is worth nothing at the moment 39.How to make [20XX] your best year ever 40 What your airline won’tt tell you that can save you 50 40.What your airline won tell you that can save you 50 – 70% on your travel 70% on your travel costs www.8020Center.com
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Headline – 50 of the best Headline 50 of the best 41.Who else wants to make money from home while they take care of their family? 42.The 500 year old dream of a genius becomes reality … creating a unique, unrepeatable collecting opportunity 43 Who Else Wants A Screen Star Figure? 43.Who Else Wants A Screen Star Figure? 44.Are You Embarrassed By The Smells In Your House? 45.How I Raised Myself From Failure To Success In Selling 46.How To Master The Art Of Selling Anything 47.For Busy Doctors: How To Educate Patients In Half The time 48.101 ways To Increase New Patient Flow y 49.Secrets Of Four Golf Champions 50.Why Sleepybed Is Recommended By 4 Out Of Every 5 Chiropractors
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2. Sub‐headers 2. Sub headers • Purpose: Purpose: give credibility to the claim in give credibility to the claim in the Headline • Elaborate on the Headline’s promise
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Headlines & Sub‐headers Headlines & Sub headers Exercise Exercise • Exercise: Exercise: write out 10 headlines with sub‐ write out 10 headlines with sub‐ headers – NOW! 1. .………………………………………………………… .………………………………………………………… 2. .………………………………………………………… .………………………………………………………… www.8020Center.com
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Headlines & Sub‐headers Headlines & Sub headers Exercise Exercise 3. .………………………………………………………… .………………………………………………………… 4. .………………………………………………………… .………………………………………………………… 5. .………………………………………………………… .………………………………………………………… www.8020Center.com
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Headlines & Sub‐headers Headlines & Sub headers Exercise Exercise 6. .………………………………………………………… .………………………………………………………… 7. .………………………………………………………… .………………………………………………………… 8. .………………………………………………………… .………………………………………………………… www.8020Center.com
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Headlines & Sub‐headers Headlines & Sub headers Exercise Exercise 9. .………………………………………………………… .………………………………………………………… 10. .………………………………………………………… .………………………………………………………… www.8020Center.com
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3. Starters (10 Effective Ways) 3. Starters (10 Effective Ways) 1. Continue the theme of the Headline • “Never before has it been so easy to b buy valuable self‐funding properties for l bl lf f di i f no deposit.”
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3. Starters (10 Effective Ways) 3. Starters (10 Effective Ways) 2. Ask for a favour • “Would you do me a favour? Write d down what you hope to earn in the h h i h next 12 months. Now double it. What if I could show you …” www.8020Center.com
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3. Starters (10 Effective Ways) 3. Starters (10 Effective Ways) 3. Question • “Have you ever been frustrated with poor service from your phone i f h company? Upset at high charges, incomprehensible invoices and long customer “service” queues?” q www.8020Center.com
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3. Starters (10 Effective Ways) 3. Starters (10 Effective Ways) 4. For The First Time • “For the first time ever outside of closed‐door sessions with high‐fee l dd i i h hi h f paying clients I am revealing the how I went from being broke to owning 100 p p properties in just 3 years.” j y www.8020Center.com
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3. Starters (10 Effective Ways) 3. Starters (10 Effective Ways) 5. Preview • “I’m about to show you the how you can almost literally and quite legally l li ll d i l ll “print” your own money.”
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3. Starters (10 Effective Ways) 3. Starters (10 Effective Ways) 6. Story • “On beautiful late spring afternoon, 25 years ago two young men graduated from the ago, two young men graduated from the same college. They were very much alike, these two your men Both had been better these two your men. Both had been better than average students …” www.8020Center.com
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3. Starters (10 Effective Ways) 3. Starters (10 Effective Ways) 7. If you’re looking for … • “Hi there, this is John Glazer. Let me fi j first just start off by telling you that if ff b lli h if you are looking for THE PLACE where entrepreneurs who are seeking FAST AND DRAMATIC growth…” g www.8020Center.com
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3. Starters (10 Effective Ways) 3. Starters (10 Effective Ways) 8. Introduction • “Allow me to introduce myself. I am not a professional writer … I am actually a f i l i I ll doctor but what I have to say is so extraordinary I’ve decided to write it myself so please forgive me if I …” y p g www.8020Center.com
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3. Starters (10 Effective Ways) 3. Starters (10 Effective Ways) 9. If/Then Disturb • “If you are worried about your financial future in such uncertain times then I have future in such uncertain times then I have three recommendations that have saved my clients literally millions and I would like my clients literally millions and I would like to share them with you now.” www.8020Center.com
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3. Starters (10 Effective Ways) 3. Starters (10 Effective Ways) 10 R 10. Reverse Psychology P h l
• “I’ll I ll be right upfront with you: this be right upfront with you: this opportunity is not for everyone. People who are not prepared to invest in their p p future, who are looking for a quick fix or the one miracle idea that will cure all of their problems, should definitely NOT read on. However…” www.8020Center.com
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3. Starters ‐ Exercise 3. Starters • Exercise: 3 starters… Exercise: 3 starters 1. .………………………………………………………… .………………………………………………………… 2. .………………………………………………………… .………………………………………………………… 3. .………………………………………………………… .………………………………………………………… www.8020Center.com
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4. The Problem 4. The Problem 1. Demonstrates 1 Demonstrates identification with reader identification with reader 2. Raises credibility ‐ “he/she knows my life life” 3. Open the readers mind to the solution 4. Create an analogy, metaphor or story to bring the problem to life pictorially in g p p y the mind of the reader 5. People LOVE stories! People LOVE stories! www.8020Center.com
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4. The Problem 4. The Problem 1 Pinball 1. Pinball Leadership: Leadership: “Does Does it sometimes it sometimes feel like a pinball in a giant pinball machine, bouncing off 72 emails a day hi b i ff 72 il d …” 2. Circle of Sequels: “… like an invisible wall around you that you can’t seem to break through to get better results …” g g www.8020Center.com
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4. The Problem 4. The Problem Other examples: Other examples: • Sophie’s Choice • The Conch Effect • Men are dogs, women are cats Men are dogs women are cats • Socrates cave dwellers • Buddha, Christ … (pretty good company to keep …) to keep …) www.8020Center.com
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4. The Problem 4. The Problem Steps 1. Identify the problem 2. Ask yourself: what is this like? 3 Write about it ‐ 3. Write about it include include “agitation agitation implications” 4. Give it a title
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4. The Problem ‐ Exercise 4. The Problem Problem: ………………………………..…………. A l / t h / t i id Analogy/metaphor/stories ideas: 1. 2. 3. 4. 5.
……………..………………………………..…………. ……………..………………………………..…………. ……………..………………………………..…………. ……………..………………………………..…………. ……………..………………………………..…………. www.8020Center.com
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4. The Problem ‐ Exercise 4. The Problem Write about it: Write about it: ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… Give is a title: ………………………………..…………. www.8020Center.com
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5. The Solution 5. The Solution • Introduces the product in broad terms Introduces the product in broad terms • “And And that that’ss why I created a simpler, why I created a simpler easier and more effective way to reduce your energy bills … no more hard to read bill h dt d statements, no more nasty surprises … just one simple page with a pre‐agreed monthly amount …” y www.8020Center.com
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6. Credibility 6. Credibility 1. 1 2. 3. 4 4. 5. 6.
Years in this industry Years in this industry # clients/units sold Assoc memberships Media exposure Media exposure Sponsorships Social proof: “over 20 billion served” www.8020Center.com
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7. The Offer & Pricing ‐ Intro 7. The Offer & Pricing 1. 2. 3. 4 4.
The Offer is also known as The Hook Needs to be clear and compelling Must be credible (not over the top) Where possible invoke the “law Where possible invoke the law of of psychological reciprocity” by adding value BEFORE the offer (newsletters, l BEFORE th ff ( l tt sponsorships, free stuff) www.8020Center.com
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7. The Offer & Pricing: 21 Compelling Offers 7. The Offer & Pricing: 21 Compelling Offers 1. 2. 3. 4 4. 5. 6 6. 7.
Free stuff Free stuff – information in a report, CD or information in a report, CD or demo, sample Free trial Free trial Free seminar Free shipping Free shipping Bulk purchase discounts E Easy monthly payments thl t No deposit www.8020Center.com
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7. The Offer & Pricing: 21 Compelling Offers 7. The Offer & Pricing: 21 Compelling Offers 8. 8 9. 10. 0 11. 12. 13 13. 14.
Interest free Interest free Buy now pay later Lower payments with residual i h id l Two/Three for one Sweeteners (see “Bonuses”) Limited supply (see “Scarcity”) Limited supply (see Scarcity ) Guaranteed minimum trade in www.8020Center.com
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7. The Offer & Pricing: 21 Compelling Offers 7. The Offer & Pricing: 21 Compelling Offers 15. $1/$2 $1/$2 offer offer 16. Continuity – free and you pay after x days 17 Bundled continuity – 17. Bundled continuity – when you buy you will when you buy you will automatically receive … 18 Premiere special 18. Premiere special 19. Pre‐sell deposit on future event/product 20 Reverse main offer and bonuses 20. R i ff db 21. Guaranteed buy back (e.g. car, real estate) www.8020Center.com
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7. The Offer & Pricing: Relativity
36” SAMSUNG
42” NEC
55” Toshiba
$679 $679
$869
$1,389
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7. The Offer & Pricing: Relativity
SMALL $4
MEDIUM $6 www.8020Center.com
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7. The Offer & Pricing: Relativity
SMALL $6
MEDIUM $8 www.8020Center.com
LARGE $10 123
7. The Offer & Pricing: Relativity
$7.90 $7 90 900g box
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$2.50 $2 50 300g box
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7. The Offer & Pricing: Relativity 1.One high priced meal increases sales li l 2.People order the next highest priced meal 3.The trick is to make sure there is a lot of profit in the 2nd highest priced meal! g p Source: Dan Rapp, Restaurant Consultant www.8020Center.com
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7. The Offer & Pricing: Relativity
O li On line subscription b i i
Print subscription
Both
Source: “Predictably Irrational”, Dan Ariely www.8020Center.com
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7. The Offer & Pricing: Relativity
Source: “Predictably Irrational”, Dan Ariely www.8020Center.com
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7. The Offer & Pricing: Higher Prices 7. The Offer & Pricing: Higher Prices Discuss the cost of development Discuss the cost of development 1. Experience, time, dollars: Picasso’s painting 2. “We We recruited a team of five top research recruited a team of five top research scientists from MIT and put them to work for over 3 years to develop our proprietary f formula that not only clears unsightly pimples l th t t l l i htl i l within 24 hours but actually prevents them recurring for at least another 72 hours … With recurring for at least another 72 hours … With over 2 million dollars of research you’ll finally have peace of mind about your personal appearance …”” www.8020Center.com
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7. The Offer & Pricing: Higher Prices 7. The Offer & Pricing: Higher Prices Stretch and shrink Stretch and shrink 1. “My friend Peter has been in the industry for 29 years and attends such workshops regularly so I asked him what he thought XYZ would be worth. I wasn’t surprised at this answer “At answer … At least $5,000 least $5 000” he said. So he said So understandably he was shocked when I told him I was only going to charge $995” 2. “Not $500, not $400, not $300 but only 4 easy monthly payments of $59.95…” www.8020Center.com
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7. The Offer & Pricing: Higher Prices 7. The Offer & Pricing: Higher Prices Apples to oranges comparison Apples to oranges comparison 1. $1,800/month business coach: “for the price of a part time receptionist …” a part time receptionist … 2. Copywriting course: “I just spent almost $3,000 on a new laptop…” on a new laptop… 3. On Line course: “for less than the cost of a cup of coffee each day …” of coffee each day … 4. Home study course: “Others paid $3,495 to attend this event and now you can get exactly attend this event and now you can get exactly the same information for only $995 plus …” www.8020Center.com
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7. The Offer & Pricing: Higher Prices 7. The Offer & Pricing: Higher Prices Add value 1. 3,000 companies surveyed – USA & Europe 2. Top 20% by profit were perceived by Top 20% by profit were perceived by customers to add the most value 3. Top 20% were exactly twice as profitable as p y p the bottom 20% who were perceived to add the least value * 4. Easiest way to add value is … i dd l i 5. … communication * D Bird, Commonsense Direct and Digital Marketing
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7. The Offer & Pricing: Higher Prices 7. The Offer & Pricing: Higher Prices “Alternative Choice” versus “Up Selling” 1 A 1. A.C. can shift a buyer’s thinking from “yes or no” C hift b ’ thi ki f “ ” to “which one?” to make the buying decision easier 2. A.C. should take advantage of price comparison (“you want the silver package or gold package?”) 3. U.S. seeks to maximize marketing R.O.I. 4. U.S. is best used AFTER the buying decision is made (“would made ( would you like fries or a shake with you like fries or a shake with that?”) but before payment (and again later!) p p 5. An U.S. product can also be a drop down sale 6. Where possible use both A.C. and then U.S.! www.8020Center.com
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7. The Offer & Pricing: Higher Prices 7. The Offer & Pricing: Higher Prices A magic pricing formula 1. 2 2. 3. 4. 5. 6. 7 7.
Sell the item for a very high price Establish that price as exceptional value Establish that price as exceptional value Reduce the price by 50% Add bonuses dd b Give a generous guarantee Add testimonials Add scarcity Add scarcity www.8020Center.com
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7. The Offer And Pricing 7. The Offer And Pricing What can you offer as an What can you offer as an “Alternative Alternative Choice Choice”?? Include pricing options? 1.
…………………………………………………………………
2.
…………………………………………………………………
3.
…………………………………………………………………
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7. The Offer And Pricing 7. The Offer And Pricing What can you offer as an “Up What can you offer as an Up Sell Sell”?? 1.
…………………………………………………………………
2.
…………………………………………………………………
3.
…………………………………………………………………
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7. The Offer And Pricing 7. The Offer And Pricing How can you add more value to your product? How can you add more value to your product? 1.
…………………………………………………………………
2.
…………………………………………………………………
3.
…………………………………………………………………
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7. The Offer And Pricing 7. The Offer And Pricing Create three “stretch Create three stretch and shrink and shrink” scenarios scenarios 1.
…………………………………………………………………
2.
…………………………………………………………………
3.
…………………………………………………………………
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7. The Offer And Pricing 7. The Offer And Pricing Create three “apples Create three apples to oranges to oranges” comparisons comparisons 1.
…………………………………………………………………
2.
…………………………………………………………………
3.
…………………………………………………………………
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8. Believability 8. Believability 1. Match communication style to market 1 Match communication style to market 2. Testimonials (see Part 5.5) a. Addresses pre‐purchase concerns b. Describes before and after c. Name, business/location, photo, video
3. And/or personal experience And/or personal experience 4. Evidence e.g. statements, photos www.8020Center.com
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8. Believability 8. Believability 1. 1 2. 3.
Endorsements (celebrity, national body) Endorsements (celebrity national body) Specific numbers e.g. larger=“32% bigger” Use reasons a. So we can pass savings on/celebration/reward b. Cialdini: from 60% “yes” to 94% “yes” c. Fun reasons: save my marriage sale
4.
Celebrity Endorsement (TV star, “4 out of 5 dentists recommend…, “Doctor Bob”, name‐ dropping endorsements) www.8020Center.com
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8. Believability 8. Believability 1. The 1 The “damaging damaging admission admission” 2. Demonstrates honesty 3. Forces you to think deeply about your own product flaws product flaws 4. Creates an opportunity to turn the negative into a positive ti i t iti
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8. Believability 8. Believability The “damaging admission”
1 “I am not a professional public speaker so 1. “I t f i l bli k please forgive me if I make a few mistakes here ” here… 2. “If you want waiters in tuxedos and expensive wine lists you won’t find them here but ” wine lists you won’t find them here but…” 3. “I’ll going to ask you to send me $10 for something that only cost me 50 cents and I’ll try to make it so irresistible that you’d be a darn fool not to do it” (Joe Karbo)… fool not to do it (Joe Karbo) ” www.8020Center.com
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9. Do‐ability 9. Do ability 1.. “OK – O so so I think you are credible and I now t you a e c ed b e a d o believe your product is good but I still need convincing that it will work for me (or that I will make stick to it…)” k k )”
2. Testimonials that highlight the same concern e.g. “I’d tried other diets and was “ ’d i d h di d worried that I’d fail at this one too BUT …” 3. Case studies (testimonial in disguise!) 4. Guarantee the results (see #10) www.8020Center.com
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10. Guarantees – 14 Formulas 10. Guarantees 14 Formulas 1. 2. 3. 4. 5. 6. 7. 8. 9 9.
Conditional Vs unconditional Single Vs multiple Satisfaction Vs results Short term Vs Long Term Keep it/keep bonuses p / p We’ll beat it by 10% price guarantee Double or triple money back Double or triple money back Guaranteed buy back Refund testimonial Refund testimonial * Source: Various including Perry Belcher, Dan Kennedy, Yannik Silver www.8020Center.com
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11. Bonuses 11. Bonuses 1. 2. 3 3. 4. 5. 6 6.
Can increase conversion by 32% y But wait there’s more … Study infomercials Study infomercials Reveal bonuses ONLY after price otherwise not perceived as a bonus not perceived as a bonus Bonus offers as reward for action Id ll Ideally more value than the primary l th th i product www.8020Center.com
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12. Scarcity 12. Scarcity 1. Scarcity Scarcity without desire is pointless without desire is pointless 2. Scarcity creates urgency overcomes inertia and the split moment of “decision and the split moment of decision insanity insanity” 3. Product scarcity a Limited time offer a. Limited time offer b. Limited supply c. Price increase / limited time discount Pi i / li it d ti di t d. Bonus for first “x” number only www.8020Center.com
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12. Scarcity 12. Scarcity 4. Emotional 4 Emotional scarcity scarcity 5. Consequences of not buying now a. Regret: “I left the ad in the drawer and it’s “ l f h di h d di ’ cost me $20,000 over the last two years” b. Fear: Child safety restraints, trampoline safety net c. Missing out: “I’ll be the ONLY one …”
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13. Call To Action 13. Call To Action 1. Make the next step clear!!! 1 Make the next step clear!!! 2. No more than one decision at a time! 3. Tell the buyer what to do and when to do it and how to do it! do it and how to do it! 4. Click here, print out, fax, 0800/1800
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14. The PS 14. The PS 1 Can 1. Can influence a further 19% of readers influence a further 19% of readers to take your recommended next step 2. The 2ndd most read part of copy – it’s really a 2nd headline 3. Use it to remind them why they need to act now and how to take the next step act now and how to take the next step 4. Normally no more than one www.8020Center.com
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15. Power Words & Phrases 15. Power Words & Phrases 1. Unconscious Unconscious emotional activators emotional activators 2. Active/present tense more powerful than past/passive P: “Shoppers bought chocolates by the box full” A: “Shoppers buy chocolates by the box full” P: “The air bags are loved P “Th i b l d by drivers” b di ” A: “Driver’s love the safety of the air bags” www.8020Center.com
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15. Power Words/Phrases ‐ Classics 15. Power Words/Phrases 1. 1 2. 3. 4 4. 5. 6.
You You Free Save Results New Sale
7. Gift 7 8. Discover 9. Easy/easily/easier 10 Fast/Faster 10.Fast/Faster 11.Powerful 12.Simple/Simpler www.8020Center.com
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15. Power Words/Phrases ‐ Classics 15. Power Words/Phrases 13. 14. 15 15. 16. 17 17. 18. 19.
Money More Safety/secure Guaranteed A t i hi Astonishing Breakthrough Proven effective
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20. 21. 22 22. 23. 24 24. 25. 26.
Limited supply Limited supply At last Amazing Secret K Key Revealed Instant/instantly
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15. Power Words – Match Quiz 15. Power Words Match Quiz Wedding • Tender • Loving • Grunt • Elegant • Beautiful • Electrifying acceleration www.8020Center.com
Motorbike • Intimate • Massive Torque • Sleek • Family • Insane power • Riding thrills Riding thrills 153
15. Power Words ‐ Exercise 15. Power Words List Power Words relevant to your product : 1. ……………..………………………………..…………. 2. ……………..………………………………..…………. 3. ……………..………………………………..…………. 4. ……………..………………………………..…………. 5. ……………..………………………………..………….
6. ……………..………………………………..……. 7. ……………..………………………………..….… www.8020Center.com
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16. Bullet Points 16. Bullet Points 1 Great 1. Great way to summarise features and way to summarise features and benefits 2. Can make it easier and simpler to read multiple points ‐ increases readability 3. Use in copy and most importantly on order page of web sites or sales letter order page of web sites or sales letter
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17. Readability 17. Readability 1. People are bored ‐ p make it interesting and g improve reader through rate 2. Use “you” & “your” a lot (MUCH more than “I”) 3. Express your personality and get yourself OK with a minority being annoyed/angry 4 Arial 12 type font (10 is too small apart from 4. Arial 12 type font (10 is too small apart from small blocks) will increase reader‐through by 31 – 36%
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Use short sentences and paragraphs especially at the start (see next slide) www.8020Center.com
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17. Readability 17. Readability Wrong: “You will become aware of exhilaration from the impressive rate of acceleration” Right: “You’ll be blown away by the speed” www.8020Center.com
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17. Readability ‐ enhancers 17. Readability 1. 2. 3 3. 4. 5 5. 6. 7 7.
Yellow highlighter Yellow highlighter 8. Red circle/oval Bold Different colours 9. Boxes Cross outs C ifi Certificate borders 10. www.8020Center.com
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17. Readability 17. Readability Avoid 1. Italics ‐ are harder to read; use sparingly 2 Mixing type fonts 2. Mixing type fonts 3. Underline when on‐line = hyperlink 4. Long sentences, long paragraphs l h 5. Small font type (10 is too small) 6. Technical jargon (unless reader‐relevant) 7. Justified text (boring – ( g looks like manual)) www.8020Center.com
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P t Th Part Three:
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Part 3: On line Medium Part 3: On line Medium 1. 2. 3 3. 4. 5. 6. 7. 8.
Emails Pay Per Click Landing Page Landing Page Auto‐responders Blogs l Split Testing Response boosters Shopping Carts pp g www.8020Center.com
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1. Emails 1. Emails 1. Websites are passive, emails are active 2 Run your copy through a spam test 2. Run your copy through a spam test 3. Hard copy gets read more and has a longer “shelf y life” but email is virtually free and can create almost instant cash flow 4. Use as a tease to lead people to your web site unless you don’tt have time to get web site up unless you don have time to get web site up 5. You must use an on‐line database manager! 6 HTML vs 6. HTML vs Text 7. Test send timing but weekends often out‐pull y p next others by 25% and more for “open rates” – best is overnight Monday or Tuesday www.8020Center.com
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1. Emails 1. Emails 5 most important parts 5 most important parts 1. Subject 2 “From” field (make it clear who it is from) 2. “ ” fi ld ( k i l h i i f ) 3. Opening 4. “Why am I receiving this email?” explanation 5 Easy unsubscribe 5. Easy unsubscribe
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1. Emails – Subject Options 1. Emails Subject Options Curiosity 1. – I messed up… 2 Hi , will do you me a favour? 2. Hi will do you me a favour? 3. , this is your last chance… Di t Direct 4. , “zero‐fee” lead generation seminar 5. , would you like some new clients? 6. , how to get on page 1 of Google www.8020Center.com
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1. Emails – Openers 1. Emails 1. 1 2. 3 3. 4. 5. 6 6. 7.
Stories always work well Stories always work well Scarcity – time sensitive to get action now Q i k d i l Quick and simple Invitation Promise or guarantee Shameless bribe Shameless bribe Apply same formula as hard copy www.8020Center.com
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1. Emails 1. Emails 1. Why am I receiving this email 1 Why am I receiving this email 2. Unsubscribe options
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1. Emails 1. Emails
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2. Pay Per Click 2. Pay Per Click
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2. Pay Per Click 2. Pay Per Click • www.perrymarsha h ll.com/google/ ‐ free training resource from the King of AdWords, Perry Marshall Perry Marshall
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2. Pay Per Click 2. Pay Per Click 1. A direct response marketers delight – measurable! 2. “Sponsored links” versus “organic” 3. Limited number of letters Limited number of letters – great for creating great for creating extremely concise messages 4. Use negative qualifiers (price, region) to reduce clicks and increase conversion thus limit costs li k di i h li i 5. Can target locations/regions 6 Google is king at the moment – 6. Google is king at the moment free analytics free analytics 7. Split test everything: Headline, body, landing page/squeeze page page/squeeze page www.8020Center.com
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2. Pay Per Click 2. Pay Per Click Ad #1: 0.5% response Ad #1: 0.5% response • Active Summer Camp: Kids develop learning skills in a fun filled learning environment. skills in a fun filled learning environment. www.SuperCamp.com Ad #2: 2.0% response (400% increase) ( ) • Active Summer Camp: kids develop learning, l listening and communication skills at active k ll camp www.SuperCamp.com Source: Perry Marshall quoted in “The Ultimate Sales Letter”, Dan Kennedy www.8020Center.com
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2. Pay Per Click 2. Pay Per Click Ad #1: 0.1% response Ad #1: 0.1% response • Popular Ethernet Terms, 3 Page Guide‐Free PDF Download. Complex Words – Simple PDF Download. Complex Words Simple Definitions. www.bb‐elec.com Ad #2: 3.6% response (3,600% increase) ( ) • Popular Ethernet Terms, Complex Words – Simple Definitions. 3 Page Guide‐Free PDF l f Download. www.bb‐elec.com Source: Perry Marshall quoted in “The Ultimate Sales Letter”, Dan Kennedy www.8020Center.com
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2. Pay Per Click 2. Pay Per Click Ad #1: 0.8% response Ad #1: 0.8% response • Simple Self Defence For Ordinary People. Easy Personal Protection Training. Personal Protection Training. www.tftgroup.com Ad #2: 1.3% response (61% increase) ( ) • Simple Self Defence For Ordinary People. Fast Personal Protection Training. l www.tftgroup.com Source: Perry Marshall quoted in “The Ultimate Sales Letter”, Dan Kennedy www.8020Center.com
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3. Landing Page 3. Landing Page 1. #1 #1 purpose of a web site is to … purpose of a web site is to … … capture email addresses!!! 1 Also referred to as a 1. Also referred to as a “Squeeze Squeeze Page Page” 2. Offer information of value to Ideal Client via Special Report Special Report 3. Enhanced by audio and video (more people will listen than will read) will listen than will read) 4. Screen width – limit for wide screens – so eyes move but not head eyes move but not head www.8020Center.com
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3. Landing Page 3. Landing Page 1. Best 1 Best place for offer it top right hand side place for offer it top right hand side 2. Alternately you can get the visitor to click on special offer button and then go to squeeze special offer button and then go to squeeze page (better … tease … click … type as opposed to type click) opposed to … type … click) 3. You can add: “I hate spam as much as you do … we NEVER rent or sell or share our subscribers “I h h d NEVER ll h b ib details to anyone. Bonus offer! I’ll also send you FREE insider tips and little known strategies for building your list fast – 9 proven effective ways over the next 30 days so be sure and ‘white so be sure and white list list’ [email protected] [email protected] (don (don’tt worry worry – I make it easy to I make it easy to unsubscribe at any time) www.8020Center.com
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4. Auto‐responders 4. Auto responders 1 A 1. A series of typically short emails prepared in series of typically short emails prepared in advance and sent automatically at pre set intervals 2. Typically used after squeeze page email capture 3 Often 7 – 3. Often 7 – 9 emails over 30 days 9 emails over 30 days 4. Purpose is to continue to nurture prosects who did not buy did not buy 5. Recipe: 80% valuable ideas and 20% sell 6 Re‐use content from the Special Report 6. f h S i l www.8020Center.com
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4. Auto‐responders 4. Auto responders Format 1. Reason why you are receiving this email/how to unsubscribe to unsubscribe 2. Give valuable information with PS link back to web site with a reason/offer b i ih / ff 3. Include case studies (testimonials) 4. Key to keeping them subscribed: tell them what is in the next email (anticipation) ( p ) www.8020Center.com
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4. Auto‐responders 4. Auto responders 1. Check out Check out www.icontact.com www.mailchimp.com
2. Always flag auto‐responders in advance (at y g p ( email capture) and Ezine 3. Double opt‐in: confirmation email sent to p prospect who then must click a link to confirm ‐ increases quality but reduces quantity 4. Offer Blog 5. Subject line as per Formula Headline (benefit) j p ( ) www.8020Center.com
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5. Blogs 5. Blogs 1. Google loves fresh content! 1 Google loves fresh content! 2. Each new blog is like a new web page 3. To really crank up S.E.O.: a. Video Video blog blog – upload to social media sites e.g. upload to social media sites e.g. www.YouTube.com (www.trafficgeyser.com will upload multiple versions to various sites) b. Have video transcribed to article and upload to article dissemination sites www.8020Center.com
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5. Blogs 5. Blogs 1 Seed 1. Seed with keywords that your Ideal with keywords that your Ideal Clients search for 2. Offer blog subscription on landing page 3. “Forward Forward to a friend to a friend” link link
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6. Split Testing 6. Split Testing 1. The 1 The idea is to create continuous improvement idea is to create continuous improvement 2. First create a benchmark standard e.g. AdWord1 – Squeeze Page1 Squeeze Page1 – Sales Letter1 Sales Letter1 – Order Page1 Order Page1 … measure results 3 Then create a completely separate model e.g. 3. Then create a completely separate model e g AdWord2 – Squeeze Page2– Sales Letter2 – Order Page2 Order Page2 4. Compare results, drop worst performer and introduce next one etc introduce next one etc. www.8020Center.com
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7. Response Boosters (see “8” 7. Response Boosters (see 8 also) also) 1. 2. 3 3. 4. 5 5. 6.
Audio Video Copy Doodles Copy Doodles Gold Seals “S “Secure” logos ”l Change price to end with 5 7 9( 5, 7 or 9 (some say 7 is best) 7 i b t) 7. Amazon‐like Shopping basket boosts ??? www.8020Center.com
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8. Shopping Cart 8. Shopping Cart 1. 1 2. 3 3. 4. 5.
82% never finish the order! 82% never finish the order! Use Internet security logos Restate product features d f Testimonials will increase orders by 28% Use credit card symbols add 3% more orders
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P tF Part Four:
Off Line Medium Off Line Medium www.8020Center.com
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Part 4: Off line Medium Part 4: Off line Medium 1. Direct Mail 1 Direct Mail 2. Lumpy Mail 3. Advertorial 4 Advertising 4. 5. Yellow Pages 6. Articles www.8020Center.com
7. Flyers/brochures 7 8. Audio brochure
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1. Direct Mail 1. Direct Mail 1. Done 1 Done right direct mail is VERY effective right direct mail is VERY effective 2. Much longer shelf life than email 3 The 3 obstacles: 3. h 3 b l a. Getting it delivered b. Getting it opened c Getting it read c. Getting it read
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1. Direct Mail 1. Direct Mail Getting it delivered g • Best days to receive Tues, Weds, Thurs • So post Monday is safest p y Getting it opened • Blind envelopes if unknown to recipient Bli d l if k t i i t • Otherwise identify yourself and content – give reader a reason to open (headlines) reader a reason to open (headlines) Getting it read • Refer “The Formula” www.8020Center.com
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1. Direct Mail 1. Direct Mail 1 Postcards 1. Postcards most economical most economical – lead them to a lead them to a web page with the full offer 2 Multiple mailings – 2. Multiple mailings 3 will double sales 3 will double sales 3. “Tear sheets” – with yellow sticky note, i increases read rate 300% ‐ d 300% you will annoy ill some people – are you comfortable with the covert approach? h?
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2. Lumpy Mail 2. Lumpy Mail 1. Includes a 3D item – will often double response 2. Breaks through the clutter, invokes curiosity, breaks mental patterns with smile factor 3. Should be relevant to the offer e.g. message in a bottle: “here’s bottle: here s your treasure map your treasure map”,, aspirin: aspirin: “we we can solve your recruitment headaches”’ plastic jet plane: “we’ll jet plane: we ll pay your airfares pay your airfares” 4. See www.LumpyMail.com 5 Parcel mail even more effective 5. P l il ff ti www.8020Center.com
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3. Advertorial 3. Advertorial 1 Advert 1. Advert made to look like made to look like editorial/article 2. Higher read rate than advertisement – people buy a newspaper or magazine to read the articles 3 Use same Essential Elements as in 3. Use same Essential Elements as in “The The Formula” www.8020Center.com
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4. Advertising 4. Advertising 1. Always 1 Always use direct response use direct response 2. Refer The Formula 3 Match: Market, Message, Media (in that 3. h k di (i h order!) 4. The more targeted the readership is to your market the better ROI e.g. car adverts fine in large newspaper but management consultancy better in say Employers Association magazine www.8020Center.com
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4. Advertising 4. Advertising 1. Inserts Inserts less effective than direct mail but less effective than direct mail but more effective than advertisements 2. Testing is theoretically ideal but practically Testing is theoretically ideal but practically problematic outside of the internet 3. Good ads on regional TV can yield high ROI Good ads on regional TV can yield high ROI 4. Larger ads out‐pull smaller but not necessarily proportionately e.g. if full page = necessarily proportionately e.g. if full page 100 responses, ½ page may equal 65 (also see YP) Source: “Commonsense Direct and Digital Marketing” Drayton Bird www.8020Center.com
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5. Yellow Pages 5. Yellow Pages 1 1.
2. 3. 4.
Use Essential Elements (The Formula) Use Essential Elements (The Formula) – over 95% have no headline! Opportunity awaits you! awaits you! 60% readers do not know a specific bus. Of the 40% who already know a business 1/3rd are interested in another option Therefore 60% are fair game for you!
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5. Yellow Pages 5. Yellow Pages Disproportionate ROI relative to size Disproportionate ROI relative to size If… 1/8th page = 1 lead a week 1l d k Then… ¼ page = 4 leads a week ½ page = 7 leads a week ½ page = 7 leads a week Full page = 11 leads a week www.8020Center.com
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6. Articles 6. Articles • Another way to boost • SEO rankings SEO rankings • • Write article, seed • • with keywords with keywords • • • Upload to … • • • • • • •
www.articlesbase.com www.contentdesk.com www.articlealley.com www.articledashboard.com www.articlesfactory.com l f www.Amazines.com www.ezinearticles.com www goarticles com www.goarticles.com www.free‐articles‐zone.com www.marketing‐seek.com www searchwarp com www.searchwarp.com www.constantcontent.com www.buzzle.com
With special thanks to Liz Cassidy at www.thirdsigma.com.au www.8020Center.com
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7. Flyers and Brochures 7. Flyers and Brochures 1 Targeted 1. Targeted mail drop can be very effective mail drop can be very effective – refer Post Office 2 Use as many Essential Elements as possible 2. Use as many Essential Elements as possible but especially: – Headline H dli – The offer – Scarcity – How to buy www.8020Center.com
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8. Audio brochure 8. Audio brochure 1. 1 2. 3 3. 4.
CD is best CD is best – “put put this next to your car keys this next to your car keys” Higher perceived value than letter C Control of your presentation sequence l f i More complete presentation: 250 wpm = 7,500 in 30 minutes 5. Beware the one step disconnect: MP3s p 6. Similar problem with DVDs www.8020Center.com
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P t Fi Part Five:
Bonuses! How To Bonuses! How To … www.8020Center.com
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Part 5: “How Part 5: How To … To …” Bonuses Bonuses 1. Reactivate Old Clients Reactivate Old Clients 2. Build A List You Can Sell To 3 Edit Copy (including the Checklist) 3. Edit Copy (including the Checklist) 4. Build Iron Bars Around Your Clients 5. Capture Testimonials l 6. Create Special Reports 7. Joint Venture introduction 8. Write copy that sells in less than 300 seconds py www.8020Center.com
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1. Reactivate Old Clients 1. Reactivate Old Clients 1. Figure Figure out your LTV out your LTV = ??? (refer Part 2.9) ??? (refer Part 2.9) 2. Competition for updating contact details 3 Direct Mail sales letter (not email) with time‐ 3. Direct Mail sales letter (not email) with time‐ sensitive exclusive and compelling offer 4 Sequence 4. – Week 1: Letter to all (2–3% response) – Week 3: Letter to non‐responders (4‐5%) W k 3 L tt t d (4 5%) – Week 5: Letter to non‐responders (4‐5%) www.8020Center.com
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2. Build A List You Can Sell To 2. Build A List You Can Sell To The list is #1 ‐ refer 55 mediums in Part 1.7 The list is #1 ‐ refer 55 mediums in Part 1 7 1. Squeeze page 2. Signature files on emails … www.FreeGift.com 3. 4. 5 5. 6.
Offers on back of business cards, networking Offers on back of business cards, networking Events, speaking, interviews J i tV t Joint Venture, Host Beneficiary H tB fi i Organic and paid search www.8020Center.com
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3. Edit Copy 3. Edit Copy 1. “Kill 1 Kill Your Darlings! Your Darlings!” (William Faulkner?) (William Faulkner?) 2. Sales letters are like books, they are not written they are re written written, they are re‐written 3. The Stephen King method: write, leave it alone COMPLETELY, re‐write – l COMPLETELY i repeat 4. Use the Killer Copy Master Checklist (6.4) 5. Short is sweet, simple is good
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3. Edit Copy 3. Edit Copy 1. Read 1 Read your whole copy through out loud your whole copy through out loud 2. Apply the “12 year old test” 3 Is it clear to your partner? (does not have to 3. i l ? (d h be appealing) 4. Get an I‐dotter and T‐crosser to proof for mistakes and inconsistencies (not for “proper” grammar
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4. Build Iron Bars Around Your Clients 4. Build Iron Bars Around Your Clients Continuity Clubs Continuity Clubs 1. Book/CD/wine/interview/cheese/chocolate/k nickers/perfume/pimples/ of the month nickers/perfume/pimples/ of the month 2. Over 10,000 said to exist TODAY, NOT dead! 3. Monthly fee + discount (+ bundled services) 4. “Ring fence” the 20% and sell more – g can make a great bridge between free added value offerings and a core product offering g p g www.8020Center.com
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4. Build Iron Bars Around Your Clients 4. Build Iron Bars Around Your Clients Other Continuity Club examples y p 1. Rory Fatt “Loyalty Rewards” 2 Robyn Silverman 2. Robyn Silverman “Powerful Powerful Words Words” 3. Pizza Restaurant – debits card 1st of month and send coupon, reserved window seating, d d d i d i priority service, extra toppings 4. I.T. specialists, accountant, carpet cleaners, air conditioning servicing www.8020Center.com
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4. Build Iron Bars Around Your Clients 4. Build Iron Bars Around Your Clients 5. “Forced” continuity is either free for first 1 or 2 2 months then pay or bundled with another th th b dl d ith th product (you’ll also receive our one month free trial offer for ”)) free trial offer for … Variations 1. Pre‐sell: car service shop: pre sells five g y discounted oil changes, tyre rotation (“breakage” a factor) 2. Condition Guarantee ‐ Cooper Tyres/Gary p y y Crick auto www.8020Center.com
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5. Capture Testimonials 5. Capture Testimonials Five questions: 1. What was it like prior to being a client? 2. What were your concerns/fears prior to buying? 3. What benefits did you experience as a client? 4. Damaging admission: what would you say to people who may be thinking (expensive/tried it before/will it work for me etc) 5. What you would say to other’s who may be considering becoming a client? www.8020Center.com
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5. Capture Testimonials 5. Capture Testimonials • Video – more expensive and time consuming but the ultimate • Written – fast and inexpensive – still good • Audio plus photo – a very good middle road (ask for photo AFTER you have the audio) (ask for photo AFTER you have the audio) • Give questions in advance with sample answers • Recording audio – www.AudioAcrobat.com (do NOT NOT use V.O.I.P. e.g. Skype) VO I P Sk ) www.8020Center.com
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6. Create Special Reports 6. Create Special Reports 1. 1 2. 3. 4 4. 5.
Lead Generation Device Lead Generation Device Give to get Positions you as the expert Identifies interested prospects Identifies interested prospects Reinforces readers unhappiness with the status quo and dangles a carrot 6. Has the prospect approach you Has the prospect approach you www.8020Center.com
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6. Create Special Reports 6. Create Special Reports 1. Scalable 1 Scalable – not dependant on your time not dependant on your time 2. Leverage: a one time investment you can use in multiple format for many years i lti l f tf 3. Length – as long as it needs to do the job 4. The 3 mortal sins are being boring, not g including an irresistible offer and not making the next step clear, simple & easy
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6. Create Special Reports – 8 Steps 6. Create Special Reports 8 Steps 1. 2. 3. 4. 5. 6. 7 7. 8.
Research F.A.Q. & common frustrations Q Create Headline and Sub‐headers Outline key points: “7 Outline key points: 7 keys keys”,, “8 8 steps steps” etc etc Expand into full copy Include “case Include case studies studies” (testimonials) (testimonials) Promote Easy Entry Product ONLY! Give multiple contact options Give multiple contact options Proof read for value, clarity & spelling but g p p g NOT for formatting or “proper” grammar www.8020Center.com
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6. Seven Special Report Formats 6. Seven Special Report Formats 1. 1 2. 3. 4 4. 5. 6.
Hard copy best Hard copy best CD very good Written digital OK Beware MP3/DVD! Beware MP3/DVD! Speech/talk – use same content Book – ditto … just a BIG special report www.8020Center.com
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6. Five Ways To Use Special Reports To Generate Fresh Leads 1. Offer on web landing/squeeze page 2. Hard copy at trade shows Hard copy at trade shows 3. Advertise in association journals, industry magazines industry magazines 4. Offer as a bonus in joint ventures 5. Use as a “stick‐to‐the‐end” during meetings www.8020Center.com
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Special Reports – Sample Titles Special Reports Sample Titles How To Increase Your Pasture Growth by How To Increase Your Pasture Growth by 23% In Less Than 6 Months Discover Seven Hidden Sources of Extra P fit I Y Profit In Your Quick Service Restaurant Q i kS i R t t 8 Simple Steps To Take Your Small Business 8 Si l St T Tk Y S ll B i From 6 to 7 Figure Profits Within 24 Months www.8020Center.com
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7. Joint Venture – Introduction 7. Joint Venture Introduction 1. Two businesses sell complementary products to the same niche the same niche 2. Can be one way (your list their product or visa versa) or two way (each others products to each versa) or two way (each others products to each others lists) 3. You can build your list, gain new clients and sell product faster by partnering with another business targeting the same market 4 The leads are no longer “cold” 4. Th l d l “ ld” 5. Must be actively marketing e.g. paid searches, affiliates billboards adverts affiliates, billboards, adverts www.8020Center.com
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7. Joint Venture 7. Joint Venture 1 Approach 1. Approach = seduction: become a client first = seduction: become a client first where possible, compliment or question 2 Offer: Special Report leading to EEP, email with 2. Offer: Special Report leading to EEP email with link to exclusive web page offer, sales letter, flyer special offer invite to event flyer special offer, invite to event 3. It will take a few to get it right – worth persisting 4. Split 50/50, 60‐40, 70‐30 or even 100%
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7. Joint Venture – The 4 Questions 7. Joint Venture The 4 Questions Also Host Beneficiary ‐ Also Host Beneficiary ‐ no financial no financial incentive for host 1. Who has my Ideal Clients? 2. How can I add value to the host? How can I add value to the host? 3. How can I add value to the clients? 4. Are they proactively marketing e.g. p paid search ? www.8020Center.com
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8. The 300 second copywriting formula for an event 1. Great Great headline / subject headline / subject 2. Have you ever been told that (idea most people don’t like) 3. I used to believe that too 4. But the problem was 5 Then I discovered 5. Th I di d 6. The difference now 7 3‐5 things you will discover 7. 3 5 things you will discover 8. What to do 9 Why they should do it now 9. Why they should do it now www.8020Center.com
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8. The 300 second copywriting formula 8. The 300 second copywriting formula Subject: get more clients without having to sell Hi [fname], Have you ever felt uncomfortable about attempting to sell new or existing clients? I know I have. At an early age I was told to sell, sell, sell. And as a young man I bought into it hot and heavy ... but I never, ever felt relaxed or comfortable about it. Then I made two discoveries that changed my life forever Then I made two discoveries that changed my life forever. * First, that I could actually get a massive number of new clients without having to sell anyone * Second, that I could have people approaching me and asking if I would accept them as a new client, even b f before I met them AND before they knew what I charged h b f h k h h d Sounds strange, I know. But if you want more new clients and feel uncomfortable about "selling", you need to hear what I discovered. y g ,y
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8. The 300 second copywriting formula 8. The 300 second copywriting formula If you want ‐‐‐‐> in full detail <‐‐‐‐ my strategies for... * attracting new clients every week without having to sell anyone anything * having people approaching you, asking to become a client and hoping they can afford you * having other businesses and organizations regularly referring their clients to you ... then you need to register for my "Get More Clients Without Selling" training, next Wednesday 27th (we start sharp at 6pm NZDT, 4pm AEDT and 3pm in QLD). This is a content‐rich training that will run for around 75 minutes, including questions. I will deliver the training live, on‐line ... and if you have never attended on‐line training before, you can relax because it'ss real simple ... all you need is a computer and internet connection. The rest is easy. because it real simple ... all you need is a computer and internet connection. The rest is easy. There is no charge if you get your registration in before the lines fill up.
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8. The 300 second copywriting formula 8. The 300 second copywriting formula Details are here ‐‐‐> www.GetMoreClientsWIthoutSelling.com/Register/ IMPORTANT: There will be NO replay available of this session but if you can't make it then let me know as I will making it available for sale after the event. Yours Strategically, Tom. PS If you register by clicking the link now and show up for the call, I'll give you a copy of the slides I use during the presentation. That way you can keep it handy for when you begin to put my training into place. Here's the link again: www.GetMoreClientsWIthoutSelling.com/Register/ PPS do your friends a favour and forward them this invitation ‐ they will thank you twice: once immediately for thinking of them and the second time after the event once they have discovered how to get a lot of new clients without any selling effort clients without any selling effort
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Part Six:
But Wait! There’s More… www.8020Center.com
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Part 6: But Wait There’ss More! Part 6: But Wait There More! 1. Ten Major Mistakes 1 Ten Major Mistakes 2. Seven Influence Accelerators 3. The (Almost) Idiot Proof 6 Step Formula 4 Killer Copy Master Checklist 4. Killer Copy Master Checklist 5. Bibliography 6.My favorite tools www.8020Center.com
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1. Ten Major Mistakes 1. Ten Major Mistakes 1. Wrong 1 Wrong or poor quality target or poor quality target 2. Rushed copy – not well thought‐out 3. No direct response offer – name rank and serial number advertisingg 4. No clear and compelling offer 5 Product‐centric versus People‐centric 5. P d i P l i
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1. Ten Major Mistakes 1. Ten Major Mistakes 6. Too much hype or BS ‐ 6 Too much hype or BS ‐ not enough proof not enough proof 7. Weak or no guarantees/testimonials 8. Not having multiple follow up mailings 9 Not measuring results 9. Not measuring results 10.Bland writing … zero personality or opinion … writing with the goal of zero complaints p www.8020Center.com
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No Product Funnel No Product Funnel 1 Coin 1. Coin seller offers a $23 starter to coin seller offers a $23 starter to coin collectors set for zero profit ‐ 30,000 buy 2 3,000 are up sold to $1,000 set = $3,000,000 2. 3 000 are up sold to $1 000 set = $3 000 000 3. Within 6 months 3,000 more buy an average of $4,000 = $12,000,000 f $4 000 $12 000 000 4. Next 200 buy average $10,000 = $2,000,000 5. Total sales in 12 months = $17,000,000
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2. Top 10 Influence Accelerators 2. Top 10 Influence Accelerators 1. 2. 3. 4. 5. 6 6. 7. 8. 9. 10.
Reciprocation p Identification with “my” problems Endorsement – by authority or group Scarcity Stories The truth damaging admission The truth – damaging admission Specificity Reasons Commonality Curiosity www.8020Center.com
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3. (Almost) Idiot Proof 6 Step Formula 3. (Almost) Idiot Proof 6 Step Formula 1.. Create headline C eate ead e (see (see 2.1 for 3 step formula) . o 3 step o u a) 2. Identify with reader by stating their problem using gy y analogy or story 3. “That’s why” … bridge into product features and benefits 4. Add testimonials/personal experience/ and guarantee 5. Add bonuses with scarcity 6. Sign off and add PS call to action www.8020Center.com
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4. Killer Copy Master Checklist 4. Killer Copy Master Checklist 1. Compelling headline p g 2. Clear problem – fears, frustrations identified 3. Reader identification with writer 4. Clear solution 5. Established creditability 6. Proof: established believability incl use of testimonials 7. Established do‐ability (you can do it too) 8 Compelling offer 8. Compelling offer 9. Price stretch and shrink 10. Added free bonuses Added free bonuses www.8020Center.com
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4. Killer Copy Master Checklist 4. Killer Copy Master Checklist 11. Clear call to action 12. Next step simple and clear 13. Alternative of choice 14. Up sell included 15. Lots of “you” and “your” 16. Personality shines through 17. Next step reinforced in PS 18 Every feature has a benefit 18. Every feature has a benefit 19. Lots of unconscious emotional hot buttons activated 20. Can a 12 year old understand it? Can a 12 year old understand it? www.8020Center.com
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5. Bibliography (*Tom’s 5. Bibliography ( Tom s favourites) favourites) 1. 2. 3. 4 4. 5. 6. 7 7. 8. 9. 10. 11. 12 12.
Successful Direct Marketing Methods, Bob Stone Words That Sell, Richard Bayan * Phrases That Sell, Edward Werz & Sally Germain Predictably Irrational Irrational, Dan Ariely * Influence, Robert Cialdini * The Ultimate Sales Letter, Dan Kennedy Th Ultimate The Ulti t Marketing M k ti Plan, Pl D Dan K Kennedy d Commonsense Direct & Digital Marketing, Drayton Bird Ogilvy On Advertising, David Ogilvy Outrageous Advertising, Bill Glazer * On Writing, Stephen King The Elements of Style, Style Strunk and White
6. My favorite tools 6. My favorite tools 1. Jing™ video/still screen capture – FREE! 2. Windows Movie Maker – edit videos 3. “Camtasia™” does both the above but more features 4. CopyDoodles™ 5. NCH Wavepad Sound Editor ‐ editing sound files and stripping of sound track from video 6. Adobe Standard (NOT just reader) 7. MS Office Picture Manager (for image editing) MS Office Picture Manager (for image editing)
6. My favorite tools 6. My favorite tools 8. 9. 10. 11. 12. 13. 14. 15 15. 16.
Kodak Video Camera Neatworks scan & file Visual Thesaurus Mindjet Manager Lite Flospace Floprompter FREE Perfect Keyboard (keystroke macros) AVS4U Video convertor www.elance.com l www.99Designs.com
6. My favorite tools 6. My favorite tools 17. Three 22 inch screens – yeah baby!!! y y
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Name: ..........................................
Order Form
KILLER COPY COURSE DVD SET KILLER COPY COURSE DVD SET YES! Please send me the complete boxed set of DVDs from the Killer Copy Course as soon as it’s available. I understand that I will pay the one‐time only low, low, price of AU$139 (plus GST for OZ residents) and I will pay only once the boxed set is shipped (plus postage and packing AU$ 12 to OZ and AU$19 to NZ) KILLER COPY COURSE AUDIO SET KILLER COPY COURSE AUDIO SET YES! Please add a boxed set of audio CDs so I can play them in my car and train my mind to think “Killer Copy” as I drive around for only an additional measly AU$79 (plus GST for OZ residents but NO additional postage or packing charge) 80‐20 PRICE STRETCHING WORKSHOP 80 20 PRICE STRETCHING WORKSHOP YES! Please send me a copy of the Price Stretch workshop for 50% off – only AU$195 (plus GST for OZ residents ‐ shipping same as above but free if you have ordered the Killer Copy Course DVD set) 80‐20 STRATEGY BOOT CAMP YES! I’ve checked out the web site, spoken to graduates of the Boot Camp and I am keen to do it. Please send YES! I’ h k d t th b it k t d t f th B t C dI k t d it Pl d enrolment form for the for the Boot Camp commencing March 17 (AU$795 per month) MOST AMAZING FREE GIFT EVER I think the following would love the chance to be sent $716.83 worth of client‐attracting strategies … please offer th them your Most Amazing Free Gift Ever with my compliments… M tA i F Gift E ith li t Name ……………………………………….…………… ……………………………………….…………… ……………………………………….…………… ……………………………………….…………… ……………………………………….……………
Email (or we will ask you to send later) ……………………………………….…………… ……………………………………….…………… ……………………………………….…………… ……………………………………….…………… ……………………………………….……………
Offer KKC at 20% discount Yes / No Yes / No / Yes / No Yes / No Yes / No
Killer Copy Course py Manual www.8020Center.com
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Tom Poland’s l d’
Killer Cop Co rse Killer Copy Course www.8020Center.com
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KCC Outcome KCC Outcome 9 To To learn a system for turning words into cash. learn a system for turning words into cash More specifically:
To equip you with a h “how how to to” process for writing copy process for writing copy that will cause readers and listeners and viewers to buy your products and services in ever‐increasing numbers g www.8020Center.com
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Applications for Killer Copy Applications for Killer Copy 1. 2. 3 3. 4. 5. 6. 7. 8 8.
Sales letters 9. Brochures 10. Web pages Web pages 11 11. Emails 12. Packaging 13. Radio/TV adverts / 14. Print adverts 15. Interviews 16 16. www.8020Center.com
Articles Yellow Pages Flyers Phone calls Sales Meetings Talks On‐line events … all other P.O.S. all other P O S 4
Contents – Major Parts Contents Major Parts Part 1: The (9 Prerequisite) Rules P t 1 Th (9 P i it ) R l Part 2: The (14 Step) Formula Part 3: 8 On Line Medium Specifics P t 4 8 Off Li M di Part 4: 8 Off Line Medium Specifics S ifi Part 5: 6 “How To …” Bonuses Part 6: But Wait … There’s More! www.8020Center.com
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Part 1: The Rules Part 1: The Rules 1. 2. 3. 4. 5. 6. 7. 8. 9.
Identify Your Market Figure Out Your Market’s Motivators Create Quality Product To Match Create Your Message To Match Write Like You Talk And Project Personality Include Every “Element” Possible (see next slide) Use Multiple Media Use Direct Response Measure Results And Trial www.8020Center.com
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Part 2: The Formula Part 2: The Formula 1. Headlines 1 Headlines 2. Sub‐headers 3 Starters 3. St t 4. The Problem 5. The Solution 6. Credibilityy 7. The Offer & Pricing 8 Believability 8. www.8020Center.com
9. Do‐abilityy 10. Guarantees 11. Bonuses 12. Scarcity 13. Call To Action 14. The PS Other… 15. Power words 16. Bullets 17. Readability d bili 7
Part 3: On Line Medium Part 3: On Line Medium 1. 2. 3 3. 4. 5. 6. 7. 8.
Emails Pay Per Click Landing Page Landing Page Auto‐responders Blogs l Split Testing Response boosters Shopping Cart pp g www.8020Center.com
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Part 4: Off Line Medium Part 4: Off Line Medium 1. Direct Mail 1 Direct Mail 2. Lumpy Mail 3. Advertorial 4 Advertising 4. 5. Yellow Pages
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6. 6 7. 8.
Articles Flyers/brochures Audio brochure
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Part 5: “How Part 5: How To … To …” Bonuses Bonuses 1. Reactive Old Clients Reactive Old Clients 2. Build A List You Can Sell To 3 Edit Copy (including the Checklist) 3. Edit Copy (including the Checklist) 4. Build Iron Bars Around Your Clients 5. Capture Testimonials l 6. Create Special Reports 7. Joint Venture introduction 8. Write copy that sells in less than 300 seconds py www.8020Center.com
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Part 6: But Wait There’ss More! Part 6: But Wait There More! 1. Ten Major Mistakes 1 Ten Major Mistakes 2. Seven Influence Accelerators 3. The (Almost) Idiot Proof 6 Step Formula 4 Killer Copy Master Checklist 4. Killer Copy Master Checklist 5. Bibliography 6.My favorite tools www.8020Center.com
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Before we begin writing … Before we begin writing … 1. A word about “HYPE” –noun 5. exaggerated publicity; hoopla. 6. an ingenious or questionable claim,7. a swindle, d deception, or trick. i i k •
Wild and untrue claims, broad generalisations, gross exaggerations
•
Used as a compensation for poor copywriting p p py g
•
But DO NOT confuse it with confident, legitimate claims backed by reasonable proof and claims backed by reasonable proof and honourable guarantees i.e. the truth www.8020Center.com
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Before we begin writing … Before we begin writing … 2. A word about Integrity g y •
I am going to give you advanced and truly powerful techniques that has taken me decades powerful techniques that has taken me decades and tens of thousands of dollars to discover
• You can use it like the snake oil merchants who prey on gullible, naïve, desperate & greedy • You can use with integrity to create “wins” for all g y • “What does it profit a man to gain the whole world and yet lose his soul” www.8020Center.com
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Before we begin writing … Before we begin writing … • Ignore feelings of intimidation when writing • Never wait to “be inspired” – just show up and start writing • Practice (right technique) makes perfect • Wh What you/friends/parents/partner/team/dog t /f i d / t / t /t /d thinks about your copy is irrelevant – the only relevant thing is relevant thing is …
DOES IT WORK? DOES IT WORK? www.8020Center.com
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Format 1. Overview the subject Overview the subject 2. Samples where relevant p 3. Q & A 4. Workshop & Hot Seat where relevant 5. Ideas and Actions Log (schedule at end) www.8020Center.com
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P tO Part One:
The Rules The Rules www.8020Center.com
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Part 1: The Rules Part 1: The Rules 1. Identify Your Market 2. Figure Out Your Market’s Motivators 3. Create A Quality Product To Match Create A Quality Product To Match 4. Create A Message To Match 5 Write Like You Talk & Project Personality 5. Write Like You Talk & Project Personality 6. Include Every Element Possible 7 Use Multiple Media 7. U M l i l M di 8. Use Direct Response 9. Measure Results And Trial www.8020Center.com
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1. Identify Your Market 1. Identify Your Market
Pay‐ability (client) – Pay‐ability (client) – willing and able? willing and able? Profit‐ability (product) Reach‐ability (marketing) Expand ability (geographic more Expand‐ability (geographic, more product to same customers, more customers to same product) t t d t)
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2. Figure Out Your Market’ss Motivators 2. Figure Out Your Market Motivators
Altruism Ego Survival www.8020Center.com
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2. Figure Out Your Market’ss Motivators 2. Figure Out Your Market Motivators 1. You 1 You are NOT selling your product are NOT selling your product 2. Surprise! You are NOT even selling the benefit of your product! benefit of your product! 3. You ARE selling the emotions your clients will feel: ill f l drill bit … hole … feeling d ill bit h l f li 4. Failed Dieter: what is he/she feeling and what does he/she want to feel? / 5. Industrial water pumps: ditto 6. Government construction tenders: ditto www.8020Center.com
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2. Figure Out Your Market’ss Motivators 2. Figure Out Your Market Motivators Which is more compelling?: h h ll ? “The Acme Diet Plan: Shed 10 kilos in 10 weeks!” “Feel great & look slim at the beach this summer: Shed 10 kilos in 10 weeks – guaranteed!”
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2. Figure Out Your Market’ss Motivators 2. Figure Out Your Market Motivators 1 Attachment 1. Attachment and Aversion Activators ‐ and Aversion Activators ‐ emotions: fear, desire, ego, legacy, feel good factor/self‐esteem d f t / lf t 2. Figure out their personal style ‐ amiable, expressive, analytical, driver 3 What do they read: mags, forums 3. What do they read: mags forums 4. Start a “swipe file” www.8020Center.com
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2. Motivators – The 10 Questions 2. Motivators The 10 Questions 1. What do they worry about that keeps them awake at night? (worry, stress, fear)? 2. What they want that they think about every y y y day? (desires) 3 What do they hate doing? 3. What do they hate doing? 4. What do they hate happening? 5. What does their nightmare scenario look like? h d h h l klk 6. What does their perfect scenario look like? www.8020Center.com
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2. Motivators – The 10 Questions 2. Motivators The 10 Questions 7. What are the problems they have faced or face in getting what they want (desires) and avoiding what they don’t want (fears)? 8. What solutions did they try and what was y y the result and why did they fail? 9. What’s changing or will soon change that will affect them and how will that affect them? 10.Who are their respected authority figures and why? and why? www.8020Center.com
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2. Figure Out Your Market’ss Motivators 2. Figure Out Your Market Motivators • www www.Amazon.com Amazon com – find related books find related books and read reviews, copy and paste titles • www.Groups.Google.com – forum lists • Visit competitors web sites Visit competitors web sites • Interview “lost quotes”
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Motivators Exercise Motivators Exercise 1. What do they worry about that keeps them awake at night? (worry, stress, fear)?
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Motivators Exercise Motivators Exercise 2. What they want that they think about every day? (desires)
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Motivators Exercise Motivators Exercise 3. What do they hate doing?
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Motivators Exercise Motivators Exercise 4. What do they hate happening?
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Motivators Exercise Motivators Exercise 5. What does their nightmare scenario look like?
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Motivators Exercise Motivators Exercise 6. What does their perfect scenario look like?
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Motivators Exercise Motivators Exercise 7. What are the problems they have faced or face in getting what they want (desires) and avoiding what they don’t want (fears)? ………………………………………………………….……………… …………………………………………………………….…………… ……………………………………………………………….………… ……………………………………………………………….………… ………………………………………………………………….……… ……………………………………………………………….………… www.8020Center.com
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Motivators Exercise Motivators Exercise 8. What solutions did they try and what was the result and why did they fail? ………………………………………………………….……………… …………………………………………………………….…………… ……………………………………………………………….………… ……………………………………………………………….………… ………………………………………………………………….……… ……………………………………………………………….………… www.8020Center.com
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Motivators Exercise Motivators Exercise 9. What’s changing or will soon change that will affect them and how will that affect them? ………………………………………………………….……………… …………………………………………………………….…………… ……………………………………………………………….………… ……………………………………………………………….………… ………………………………………………………………….……… ……………………………………………………………….………… www.8020Center.com
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Motivators Exercise Motivators Exercise 10. Who are their respected authority figures & why? ………………………………………………………….……………… …………………………………………………………….…………… ……………………………………………………………….………… ……………………………………………………………….………… ………………………………………………………………….……… ……………………………………………………………….………… www.8020Center.com
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Identikit Profile – My Sam/Pam Identikit Profile My Sam/Pam • 45, male and female • Business owner or partner • for more than 5 years • • NZ and OZ NZ and OZ • Worries about not enough clients, free time, money or fun f • • Tried working longer and harder, hiring more staff , g • Determined and persistent • • Fears failure, not an www.8020Center.com
option Wants Financial Freedom Wants to feel in control, certain about increasing certain about increasing revenue and client happiness, successful S ti l f Sceptical of programs and d gurus – been burnt before and did not implement Role Models include successful entrepreneurs
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Identikit Profile – Pt 1 Demographics Identikit Profile Pt 1 Demographics • Age Age • Gender Relevant marital religious qualifications • Relevant marital, religious, qualifications, memberships, other e.g Homeowner) Career/bus type • Career/bus type • Location
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Identikit Profile ‐ Demographics Identikit Profile • • • • • • •
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Identikit Profile ‐ Psychographics Identikit Profile Build a one page profile based on answers to the 10 questions
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3. Create A Quality Core Product To Match 3. Create A Quality Core Product To Match 1 Don’t 1. Don t start with your Core Product … start with your Core Product start with a need in the market! 2 Consider scalability, profitability 2. Consider scalability profitability 3. Listen to F.A.Q.s & F.E.F.s & Feedback 4. List ALL benefits of your product (benefits are NOT features but rather the positive effect of a feature) 5. Write unique features in CAPS Write unique features in CAPS www.8020Center.com
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Exercise: Core Product 10 Benefits Exercise: Core Product 10 Benefits 1.
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Product Funnel Product Funnel
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Product Funnel Product Funnel • Five times easier • 80% less cost • “No brainer” entry level product proposition • Then up‐sell, in‐sell and on‐sell
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Product Funnel Product Funnel Low cost High value Low cost, High value 1: Free Added Value (FAV) 2: Easy Entry Product (EEP) 3: Core Offering Product (COP) 4: Spin Off Products (SOP) 4: Spin‐Off Products (SOP) High cost, High Value
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Product Funnel – FAV examples Product Funnel FAV examples 1. 2. 3. 4. 5. 6. 7 7. 8. 9 9.
Special report Ezine/Newsletter Blogg Preview events Articles CD/DVDs Samples Test drive F Free trial period “Puppy dog” i l i d “P d ” www.8020Center.com
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Product Funnel – EEP Examples Product Funnel EEP Examples 1. Initial consultation Initial consultation – reduced price reduced price 2. Customised report – ditto 3 Continuity Club – 3. Continuity Club – postage only or postage only or similar 4 COP “lite” version e.g. various software 4. COP “lit ” i i ft and web services, Brunson’s MP3 player 5. Cheaper product in same range e.g. salt block versus calf feed www.8020Center.com
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Exercise: My proposed Product Funnel Exercise: My proposed Product Funnel FAV
EEP
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4. Create A Message To Match 4. Create A Message To Match 1. List Ideal clients other options – no just direct competitors 2. State why you are the better choice 3. No fluff allowed e.g. “better service” versus “Guaranteed 60 minute response p time” www.8020Center.com
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Message Exercise Message Exercise 1. Alternatives ‐ DIRECT Other crappy options ………………………………… ………………………………… ………………………………… ………………………………… ………………………………… ………………………………… ………………………………… www.8020Center.com
Why mine kicks butt ………..…….……………… ………..…….……………… ………..…….……………… ………..…….……………… ………..…….……………… ………..…….……………… ………..…….……………… 49
Message Exercise Message Exercise 2. Alternatives ‐ INDIRECT Other crappy options ………………………………… ………………………………… ………………………………… ………………………………… ………………………………… ………………………………… ………………………………… www.8020Center.com
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Message Exercise Message Exercise 3. Alternatives – DO NOTHING What will stay same or get worse if they don’t buy?
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Message Exercise Message Exercise 11. What do the have to believe in order to buy? ………………………………………………………….……………… …………………………………………………………….…………… ……………………………………………………………….………… ……………………………………………………………….………… ………………………………………………………………….……… ……………………………………………………………….………… ……………………………………………………………….………… www.8020Center.com
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4. Create A Message To Match 4. Create A Message To Match 1. List biggest objections and answers 2. Do this thoroughly! Do this thoroughly! e.g. I tried to get fit before and I failed H Have you tried to get fit before and failed? t i dt t fit b f d f il d? Here’s why Super Circuit is different … we work one on one with you every single week ork one on one ith o e er single eek … all you have to do is show up … also we… www.8020Center.com
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Exercise: Five Biggest Objections Exercise: Five Biggest Objections 1. ………………………………..…………. Answer: ……………………………………...……………..…………. ……………………………………...……………..…………. ……………………………………...……………..…………. ……………………………………...……………..…………. www.8020Center.com
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Exercise: Five Biggest Objections Exercise: Five Biggest Objections 2. ………………………………..…………. Answer: ……………………………………...……………..…………. ……………………………………...……………..…………. ……………………………………...……………..…………. ……………………………………...……………..…………. www.8020Center.com
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Exercise: Five Biggest Objections Exercise: Five Biggest Objections 3. ………………………………..…………. Answer: ……………………………………...……………..…………. ……………………………………...……………..…………. ……………………………………...……………..…………. ……………………………………...……………..…………. www.8020Center.com
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Exercise: Five Biggest Objections Exercise: Five Biggest Objections 4. ………………………………..…………. Answer: ……………………………………...……………..…………. ……………………………………...……………..…………. ……………………………………...……………..…………. ……………………………………...……………..…………. www.8020Center.com
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Exercise: Five Biggest Objections Exercise: Five Biggest Objections 5. ………………………………..…………. Answer: ……………………………………...……………..…………. ……………………………………...……………..…………. ……………………………………...……………..…………. ……………………………………...……………..…………. www.8020Center.com
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4. Create A Message To Match 4. Create A Message To Match 1. Develop 1 Develop A Customer Value Statement A Customer Value Statement 2. Expand to “10 reasons why your product is your Ideal Clients Best product is your Ideal Clients Best Choice For … ” 3. Customize for culture /personality f l / l 4. If you have a gun salesperson y g p transcribe 5. Read their media to Read their media to “get get the lingo the lingo” www.8020Center.com
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Exercise: Ten Reasons Why Exercise: Ten Reasons Why Summarize previous exercises 1.
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5. Write Like You Talk & Project Personality 5. Write Like You Talk & Project Personality 1. 2. 3. 4. 5. 6.
Establishes rapport much faster pp You relaxed = reader relaxed Use contractions (I am = II’m) Use contractions (I am m) and break and break your English teacher’s rules! Relax – like talking to your best friend g y Careful use of humour e.g. “help save my marriage sale”, as nervous as … (people are bored!) b d!) Simplify “furthermore” = “also” www.8020Center.com
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Exercise: Conversational Copy Exercise: Conversational Copy • You see, once you’ve graduated from my “Killer Copy Course” you’ll never, ever again “spend” time on writing because every minute that you are on writing … because every minute that you are writing will be an “investment” (not an expense) that will return you 10 to 100 times (or more!) in new dollars flowing into your bank account new dollars flowing into your bank account. • And here’s the really beautiful thing about learning the secrets of turning your keyboard into an ATM … www.8020Center.com
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Exercise: Conversational Copy Exercise: Conversational Copy • Assume that your best friend is also an Ideal Client. Write a short paragraph just as you would say it out loud to him/her was to why he/she should buy your as you would say it out loud to him/her was to why he/she should buy your product ………………………………………………………………………………….……………….………. ………………………………………………………………………………….……………….………. ………………………………………………………………………………….……………….………. ………………………………………………………………………………….……………….………. ………………………………………………………………………………….……………….………. ………………………………………………………………………………….……………….………. ………………………………………………………………………………….……………….………. www.8020Center.com
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6. Include Every Element Possible 6. Include Every Element Possible 1. 2. 3 3. 4. 5. 6.
See Part 2 See Part 2 “The The Formula Formula” Use the Master Checklist in Part 6 Q: Copy length? 500 or 5 000 words? Q: Copy length? 500 or 5,000 words? A: As long as it takes to do the job! The tighter and more concise the better h h d h b This does not necessarily mean short copy is better – it has to cover as many Essential Elements (The Formula) as space allows www.8020Center.com
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7. Use Multiple Medium (my top 7) 7. Use Multiple Medium (my top 7) 1. Direct Mail sales letters 2. Certified resellers 3. Host Beneficiaries 4. Free Ezine subscription 5. Speaking engagements 6. Free Trials 7. Referrals 8 Joint Ventures ‐ 8. Joint Ventures outbound 9. Joint Ventures ‐ inbound 10. Centres of Influence Centres of Influence www.8020Center.com
11. Sponsorships p p 12. Tear Sheets in Direct Mail 13. Coupon advertising 14. Blog 15. Twitter 16. Facebook Fan Page 17. You Tube 18 On line press releases 18. On line press releases 19. Lumpy mail to niches 20. Free newsletter subscription Free newsletter subscription 65
7. Use Multiple Medium 7. Use Multiple Medium 28. 29. 30. 31 Advertising – newspaper 31. Advertising – trade journals 32. 33. Advertising – magazines Advertising – “Bytes” – added content 34. referred to in book/radio 35. etc t 36. Radio interview 37. TV interview 38 38. On line interview
11. Trade Associations 12. Book sales 13. Sample book chapters 21. 22. 23 23. 24. 25. 26. 27.
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Other peoples workshops On line video Linked‐In T d h Trade show exhibits hibit Personal networking Cross sellingg Free Teleseminars Affiliate marketing Search Engine Optimization Pay Per Click Billboards 66
7. Use Multiple Medium 7. Use Multiple Medium 41. 42. 43. 44. 45. 46. 47 47. 48. 49. 50. 51. 52.
Letter box flyers Advertorials Yellow Pages Purchased lists Purchased lists Forums Articles – on line Articles off line Articles ‐ off line Signature line in emails Press releases Google search News articles Tender lists Tender lists www.8020Center.com
49. 50. 51. 52. 53. 54. 55.
Viral video Special Reports Squeeze page www.new‐list.com www.new list.com www.google.com/alerts Clients bring guest to event Old client reactivation offers
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8. Use Direct Response 8. Use Direct Response • Ad agencies priorities Ad agencies priorities 1. 2 2. 3. 4. 5. 6. 7.
Media commissions M k Mark ups Cutesy slogans Winning awards d Covering their arse Sucking up to clients Results (if at all possible pretend that results can’t be measured but assure client that brand is stronger) li t th t b d i t ) www.8020Center.com
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8. Use Direct Response 8. Use Direct Response • Your Priorities 1. 2. 3.
RESULTS! RESULTS! RESULTS!
• DO NOT advertise unless you can and will measure the response • ALWAYS include an offer and response mechanisms (1‐800/0‐800, email) h i (1 800/0 800 il) • Clayton Makepeace www.8020Center.com
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9. Measure Results And Trial 9. Measure Results And Trial Figure out Life Time Value of Your Client Figure out Life Time Value of Your Client Average $ Per Sale Average $ Per Sale X Average # Transactions Per Year X Average # of Years As A Client = $ ……………………………. (LTV) www.8020Center.com
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9. Measure Results And Trial 9. Measure Results And Trial • • • •
Measure new leads and note source Measure new leads and note source Measure conversions from each source Figure out lead acquisition cost Continually develop more lead Continually develop more lead generation sources … do NOT simply pick hi h t l highest volume or most profitable t fit bl sources www.8020Center.com
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9. Measure Results And Trial 9. Measure Results And Trial MARCH 2015 $ Source
#
#
Conv
spend leads Sales Ratio
$ Sales
Cost / Cost / Life Time LTV
Lead Client
Profit
Referrals
$200
8
4
50%
$750
$2 500 $2,500
$25
$50
$2 450 $2,450
Yellow Pages
$150 12
3
25%
$1,200
$2,500
$13
$50
$2,450
J.V.
$450 56 $
12
21%
$3,450 $ ,
$2,500 $ ,
$8 $
$38 $
$2,463 $ ,
Hosts
$800 18
9
50%
$4,500
$2,500
$44
$89
$2,411
Advertorial
$380
3
1
33%
$400
$2,500 $127 $380
$2,120
Adverisement
$840 12
5
42%
$1,345
$2,500
$70 $168
$2,332
Exist. Clients
$200 15
11
73%
$12,200
$2,500
$13
$2,482
$3,020 124
45
36%
$23,845 $17,500 $300 $793 $16,707
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$18
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P tT Part Two:
The Formula The Formula www.8020Center.com
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Part 2: The Formula Part 2: The Formula 1. Headlines 1 Headlines 2. Sub‐headers 3 Starters 3. St t 4. The Problem 5. The Solution 6. Credibilityy 7. The Offer & Pricing 8 Believability 8. www.8020Center.com
9. Do‐abilityy 10. Guarantees 11. Bonuses 12. Scarcity 13. Call To Action 14. The PS Other… 15. Power words 16. Bullets 17. Readability d bili 74
Introduction • This This is one proven sequence is one proven sequence ‐ there are there are myriad others • Rather than give you all the recipes I am Rather than give you all the recipes I am going to limit the ingredients and give you one proven step by step recipe you one proven step‐by‐step recipe • Don’t do this half‐baked! • Get the Killer Copy Recipe working before trying others y g www.8020Center.com
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1. Headlines 1. Headlines • 70‐90% 70‐90% • The promise of the major benefit • Cut through the white noise: CLEAR, COMPELLING W.I.I.F.M COMPELLING W.I.I.F.M • Expand your Customer Value Statement • You’ve got at MAXIMUM of 3 seconds! • Use Title Case, red type font stands out Use Title Case, red type font stands out www.8020Center.com
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1. Headlines 1. Headlines Cutesy versus compelling: Cutesy versus compelling: “The End of The Stone Age” Vs “Get Rid of Painful Kidney Stones – Quickly, Painlessly and Without Drugs or Surgery”
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Six Easy Headline Tips Six Easy Headline Tips 1 Identify Ideal Client 1. Identify Ideal Client “Are You a Parent Worried About Your Teenage Son or Daughter Having a Car Accident?” “Attention Back Pain Sufferers “ www.8020Center.com
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Six Easy Headline Tips (2 power words) Six Easy Headline Tips (2 power words) 2. Make a big WIIFM promise k b “H “How To Stop Worrying and Start Living” T St W i d St t Li i ” “How To Win Friends & Influence People” “How To Win Friends & Influence People” “How to Have A Happier, Healthier pp , Relationship In Just 12 Short Weeks” www.8020Center.com
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Six Easy Headline Tips Six Easy Headline Tips 3. If possible offer quick, easy, fast, simple p q , y, , p “Now You Can Instantly Increase Sales, Create a Regular Flow of Qualified Leads And Convert Them Into Clients Faster And Easier Then You Ever Thought Possible” “Here’s Now Thousands of Teenagers Got Rid of Their Pimples FAST!” Rid of Their Pimples FAST! www.8020Center.com
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Six Easy Headline Tips Six Easy Headline Tips 4. Create Curiosityy Amazing New Golf Swing Discovery! “Amazing Secret Discovered By One Legged Golfer Can Add 30 Metres To Your Drive, Eliminate Hooks & Slices Forever … Almost Overnight!” www.8020Center.com
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Six Easy Headline Tips Six Easy Headline Tips 5. Ask A Question Identifies A Need “Do You Make These Mistakes With Your Spoken Or Written English?” “Can You Pass This Simple Wealth Test?” “Do You Have Any Of These gy y p Wheat Allergy Symptoms?” www.8020Center.com
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Six Easy Headline Tips Six Easy Headline Tips 6. Use Superlative p “Send Large Files” “The Easiest Way To Send Large Files Fast”
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Headlines – 12 Effective Formats Headlines 12 Effective Formats 1. How To [Benefit]…Faster and Easier Than [ ] 2. Discover The Secret Of [Benefit] 3 How [weird thing] Made Me [Benefit] 3. H [ i d hi ] M d M [B fi ] 4. You Get Double Your Money Back If y [product does not give them the benefit] 5 Warning: Don 5. Warning: Don’tt Even Think About [x] Until Even Think About [x] Until 6. Here’s The Quick Easy Way To [Benefit] www.8020Center.com
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Headlines – 12 Effective Formats Headlines 12 Effective Formats 7. Finally, A [Quick/Easy/Simple/Effective] y, [ / y/ p / ] Way To [Benefit] 8 Announcing A Breakthrough In [Benefit] 8. Announcing A Breakthrough In [Benefit] 9. Would You Invest [$] If/For/To [Benefit] 10. 3/7/10 Proven Ways To/You [Benefit] 11 Now You Too Can [Benefit] Like [Role 11. Now You Too Can [Benefit] Like [Role Model/Authority Figure) 12. The Most Amazing Free Gift Ever … www.8020Center.com
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Headlines – Simple 3 Step Formula Headlines Simple 3 Step Formula Step 1: How To … Step 2: Add benefit (not feature!!) Step 3: Throw in descriptives Step 3: Throw in descriptives • How To Quickly Increase Your Sales With Little Or No Extra Effort Or No Extra Effort • How To Easily Hire Top Quality Employees For Little Or No Extra Cost l • How To Experience Higher Energy and Better Health – Inexpensive, Natural and Enjoyable www.8020Center.com
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Seven Powerful Headline Boosters Seven Powerful Headline Boosters 1. 2. 3 3. 4. 5. 6. 7.
Add specific numbers p Include a guarantee C Create curiosity i i Yellow highlight core benefit g g Identify target reader Localise where possible l h bl Include emotional activators www.8020Center.com
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Headline – 50 of the best Headline 50 of the best 1. How To Enjoy A Happier Healthier Relationship In Just 12 Weeks … Even If Your Partner Doesn’t Want To Change 2. Now You Can Instantly Increase Sales, Create A Regular Flow Of Qualified Leads And Convert Them Into Clients Faster And Easier Than You Ever Thought Possible 3. How To Win Friends And Influence People p 4. How To Stop Worrying And Start Living 5. Attention Pain Sufferers: Here’s How You Can Be Free Of Pain Without Invasive Surgery Or Expensive Drugs Surgery Or Expensive Drugs 6. New! Breakthrough discovery kills kitchen odors fast! Make your indoor areas feel “country fresh” 7 Do You Make These Mistakes In English? 7. Do You Make These Mistakes In English? 8. Warning: Your Lawyer Does Not Want You To Read This Ad (It Could Save You Thousands) 9 They Laughed When I Sat Down At The Piano But When I Started To Play!‐ 9. Th L h d Wh I S t D At Th Pi B t Wh I St t d T Pl ! 10.They Tripled Your Salary Dear! www.8020Center.com
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Headline – 50 of the best Headline 50 of the best 11.Who Else Wants A White Wash – With No Hard Work? (1920s) 12 Yo A Millionaire Writer? 12.You, A Millionaire Writer? 13.Now You Can Look Great And Feel Great In Just 12 Minutes A Day And In The Ease And Comfort Of Your Own Home 14.Do You Have these symptoms of nervous exhaustion? 15.Amazing Secret Discovered By One‐Legged Golfer Can Add 50 Yards To your drives, Eliminates Hooks And Slices … And Can Slash Up To 10 Strokes From Your Game Almost Overnight 16.How a fool stunt made be a star salesman 17.Twelve CDs for the price of One! No more to buy. 18.How to get your cooking bragged about 19.Why We Are Giving Away A 32 Bit Stereo Radio For Only $2 – This Is NOT A Misprint p 20.How I made $4,000 A Day Sitting At My Kitchen Table In My Pyjamas www.8020Center.com
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Headline – 50 of the best Headline 50 of the best 21.Pregnant? The Sooner You Know The Better 22.Confessions Of A Disbarred Tax Lawyer … What The Government Doesn’t Want y You To Know 23.I Paid This Marketing Genius $34,000 Last Year Because He Made Me 345,000 … Now You Can Discover What He Taught Me For 94% Less Than I Paid. g 24.If Read This And You Don’t Think I’ve Shown You At Least 5 Fast And Easy Ways To Get New Clients Then This DVD Is Free And I’ll Pay $50 For Wasting Your Time 25 Now You can be free of debilitating back pain – in less than 2 ½ minutes a day, 25.Now You can be free of debilitating back pain in less than 2 ½ minutes a day Guaranteed! 26.How To Get Rich SLOWLY … But Surely … And NEVER Lose It! 27 Are You A Careful Driver? If So You Can Save Big On Your CAR Insurance 27.Are You A Careful Driver? If So You Can Save Big On Your CAR Insurance. 28.Double Your Money Back If This Is Not The Best Orange Juice You Have Ever Tasted 29 W i ! D ’t S ll A th B d b ildi S 29.Warning! Don’t Swallow Another Bodybuilding Supplement Until You Read This! l t U til Y R d Thi ! 30.When Doctors Suffer From Low Energy – Here’s What They Do www.8020Center.com
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Headline – 50 of the best Headline 50 of the best 31.Weight Loss Secrets Of The Stars – Simple, Easy, Fast! 32 Wo ld Yo In est J st $19 A Month If It Helped Protect Yo r Children From 32.Would You Invest Just $19 A Month If It Helped Protect Your Children From Future Financial Worry And Stress? 33.Give Me 7 Days And I Will Make You A New Man 34.Wanted: People Who Want To Earn 50,000 Or More A Year Working Part Time And Never Having To Leave Home 35.How To Write A Best Seller 36.Which Of These 4 Most Successful Diets Is Right For You? 37.Free To Brides … $2 To Anyone Else 38.Special Report: How You Can Make Your Small Business Worth Millions – p p even if it is worth nothing at the moment 39.How to make [20XX] your best year ever 40 What your airline won’tt tell you that can save you 50 40.What your airline won tell you that can save you 50 – 70% on your travel 70% on your travel costs www.8020Center.com
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Headline – 50 of the best Headline 50 of the best 41.Who else wants to make money from home while they take care of their family? 42.The 500 year old dream of a genius becomes reality … creating a unique, unrepeatable collecting opportunity 43 Who Else Wants A Screen Star Figure? 43.Who Else Wants A Screen Star Figure? 44.Are You Embarrassed By The Smells In Your House? 45.How I Raised Myself From Failure To Success In Selling 46.How To Master The Art Of Selling Anything 47.For Busy Doctors: How To Educate Patients In Half The time 48.101 ways To Increase New Patient Flow y 49.Secrets Of Four Golf Champions 50.Why Sleepybed Is Recommended By 4 Out Of Every 5 Chiropractors
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2. Sub‐headers 2. Sub headers • Purpose: Purpose: give credibility to the claim in give credibility to the claim in the Headline • Elaborate on the Headline’s promise
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Headlines & Sub‐headers Headlines & Sub headers Exercise Exercise • Exercise: Exercise: write out 10 headlines with sub‐ write out 10 headlines with sub‐ headers – NOW! 1. .………………………………………………………… .………………………………………………………… 2. .………………………………………………………… .………………………………………………………… www.8020Center.com
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Headlines & Sub‐headers Headlines & Sub headers Exercise Exercise 3. .………………………………………………………… .………………………………………………………… 4. .………………………………………………………… .………………………………………………………… 5. .………………………………………………………… .………………………………………………………… www.8020Center.com
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Headlines & Sub‐headers Headlines & Sub headers Exercise Exercise 6. .………………………………………………………… .………………………………………………………… 7. .………………………………………………………… .………………………………………………………… 8. .………………………………………………………… .………………………………………………………… www.8020Center.com
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Headlines & Sub‐headers Headlines & Sub headers Exercise Exercise 9. .………………………………………………………… .………………………………………………………… 10. .………………………………………………………… .………………………………………………………… www.8020Center.com
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3. Starters (10 Effective Ways) 3. Starters (10 Effective Ways) 1. Continue the theme of the Headline • “Never before has it been so easy to b buy valuable self‐funding properties for l bl lf f di i f no deposit.”
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3. Starters (10 Effective Ways) 3. Starters (10 Effective Ways) 2. Ask for a favour • “Would you do me a favour? Write d down what you hope to earn in the h h i h next 12 months. Now double it. What if I could show you …” www.8020Center.com
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3. Starters (10 Effective Ways) 3. Starters (10 Effective Ways) 3. Question • “Have you ever been frustrated with poor service from your phone i f h company? Upset at high charges, incomprehensible invoices and long customer “service” queues?” q www.8020Center.com
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3. Starters (10 Effective Ways) 3. Starters (10 Effective Ways) 4. For The First Time • “For the first time ever outside of closed‐door sessions with high‐fee l dd i i h hi h f paying clients I am revealing the how I went from being broke to owning 100 p p properties in just 3 years.” j y www.8020Center.com
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3. Starters (10 Effective Ways) 3. Starters (10 Effective Ways) 5. Preview • “I’m about to show you the how you can almost literally and quite legally l li ll d i l ll “print” your own money.”
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3. Starters (10 Effective Ways) 3. Starters (10 Effective Ways) 6. Story • “On beautiful late spring afternoon, 25 years ago two young men graduated from the ago, two young men graduated from the same college. They were very much alike, these two your men Both had been better these two your men. Both had been better than average students …” www.8020Center.com
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3. Starters (10 Effective Ways) 3. Starters (10 Effective Ways) 7. If you’re looking for … • “Hi there, this is John Glazer. Let me fi j first just start off by telling you that if ff b lli h if you are looking for THE PLACE where entrepreneurs who are seeking FAST AND DRAMATIC growth…” g www.8020Center.com
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3. Starters (10 Effective Ways) 3. Starters (10 Effective Ways) 8. Introduction • “Allow me to introduce myself. I am not a professional writer … I am actually a f i l i I ll doctor but what I have to say is so extraordinary I’ve decided to write it myself so please forgive me if I …” y p g www.8020Center.com
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3. Starters (10 Effective Ways) 3. Starters (10 Effective Ways) 9. If/Then Disturb • “If you are worried about your financial future in such uncertain times then I have future in such uncertain times then I have three recommendations that have saved my clients literally millions and I would like my clients literally millions and I would like to share them with you now.” www.8020Center.com
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3. Starters (10 Effective Ways) 3. Starters (10 Effective Ways) 10 R 10. Reverse Psychology P h l
• “I’ll I ll be right upfront with you: this be right upfront with you: this opportunity is not for everyone. People who are not prepared to invest in their p p future, who are looking for a quick fix or the one miracle idea that will cure all of their problems, should definitely NOT read on. However…” www.8020Center.com
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3. Starters ‐ Exercise 3. Starters • Exercise: 3 starters… Exercise: 3 starters 1. .………………………………………………………… .………………………………………………………… 2. .………………………………………………………… .………………………………………………………… 3. .………………………………………………………… .………………………………………………………… www.8020Center.com
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4. The Problem 4. The Problem 1. Demonstrates 1 Demonstrates identification with reader identification with reader 2. Raises credibility ‐ “he/she knows my life life” 3. Open the readers mind to the solution 4. Create an analogy, metaphor or story to bring the problem to life pictorially in g p p y the mind of the reader 5. People LOVE stories! People LOVE stories! www.8020Center.com
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4. The Problem 4. The Problem 1 Pinball 1. Pinball Leadership: Leadership: “Does Does it sometimes it sometimes feel like a pinball in a giant pinball machine, bouncing off 72 emails a day hi b i ff 72 il d …” 2. Circle of Sequels: “… like an invisible wall around you that you can’t seem to break through to get better results …” g g www.8020Center.com
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4. The Problem 4. The Problem Other examples: Other examples: • Sophie’s Choice • The Conch Effect • Men are dogs, women are cats Men are dogs women are cats • Socrates cave dwellers • Buddha, Christ … (pretty good company to keep …) to keep …) www.8020Center.com
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4. The Problem 4. The Problem Steps 1. Identify the problem 2. Ask yourself: what is this like? 3 Write about it ‐ 3. Write about it include include “agitation agitation implications” 4. Give it a title
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4. The Problem ‐ Exercise 4. The Problem Problem: ………………………………..…………. A l / t h / t i id Analogy/metaphor/stories ideas: 1. 2. 3. 4. 5.
……………..………………………………..…………. ……………..………………………………..…………. ……………..………………………………..…………. ……………..………………………………..…………. ……………..………………………………..…………. www.8020Center.com
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4. The Problem ‐ Exercise 4. The Problem Write about it: Write about it: ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… ……………………………………………………………………… Give is a title: ………………………………..…………. www.8020Center.com
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5. The Solution 5. The Solution • Introduces the product in broad terms Introduces the product in broad terms • “And And that that’ss why I created a simpler, why I created a simpler easier and more effective way to reduce your energy bills … no more hard to read bill h dt d statements, no more nasty surprises … just one simple page with a pre‐agreed monthly amount …” y www.8020Center.com
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6. Credibility 6. Credibility 1. 1 2. 3. 4 4. 5. 6.
Years in this industry Years in this industry # clients/units sold Assoc memberships Media exposure Media exposure Sponsorships Social proof: “over 20 billion served” www.8020Center.com
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7. The Offer & Pricing ‐ Intro 7. The Offer & Pricing 1. 2. 3. 4 4.
The Offer is also known as The Hook Needs to be clear and compelling Must be credible (not over the top) Where possible invoke the “law Where possible invoke the law of of psychological reciprocity” by adding value BEFORE the offer (newsletters, l BEFORE th ff ( l tt sponsorships, free stuff) www.8020Center.com
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7. The Offer & Pricing: 21 Compelling Offers 7. The Offer & Pricing: 21 Compelling Offers 1. 2. 3. 4 4. 5. 6 6. 7.
Free stuff Free stuff – information in a report, CD or information in a report, CD or demo, sample Free trial Free trial Free seminar Free shipping Free shipping Bulk purchase discounts E Easy monthly payments thl t No deposit www.8020Center.com
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7. The Offer & Pricing: 21 Compelling Offers 7. The Offer & Pricing: 21 Compelling Offers 8. 8 9. 10. 0 11. 12. 13 13. 14.
Interest free Interest free Buy now pay later Lower payments with residual i h id l Two/Three for one Sweeteners (see “Bonuses”) Limited supply (see “Scarcity”) Limited supply (see Scarcity ) Guaranteed minimum trade in www.8020Center.com
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7. The Offer & Pricing: 21 Compelling Offers 7. The Offer & Pricing: 21 Compelling Offers 15. $1/$2 $1/$2 offer offer 16. Continuity – free and you pay after x days 17 Bundled continuity – 17. Bundled continuity – when you buy you will when you buy you will automatically receive … 18 Premiere special 18. Premiere special 19. Pre‐sell deposit on future event/product 20 Reverse main offer and bonuses 20. R i ff db 21. Guaranteed buy back (e.g. car, real estate) www.8020Center.com
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7. The Offer & Pricing: Relativity
36” SAMSUNG
42” NEC
55” Toshiba
$679 $679
$869
$1,389
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7. The Offer & Pricing: Relativity
SMALL $4
MEDIUM $6 www.8020Center.com
LARGE $8 122
7. The Offer & Pricing: Relativity
SMALL $6
MEDIUM $8 www.8020Center.com
LARGE $10 123
7. The Offer & Pricing: Relativity
$7.90 $7 90 900g box
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$2.50 $2 50 300g box
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7. The Offer & Pricing: Relativity 1.One high priced meal increases sales li l 2.People order the next highest priced meal 3.The trick is to make sure there is a lot of profit in the 2nd highest priced meal! g p Source: Dan Rapp, Restaurant Consultant www.8020Center.com
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7. The Offer & Pricing: Relativity
O li On line subscription b i i
Print subscription
Both
Source: “Predictably Irrational”, Dan Ariely www.8020Center.com
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7. The Offer & Pricing: Relativity
Source: “Predictably Irrational”, Dan Ariely www.8020Center.com
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7. The Offer & Pricing: Higher Prices 7. The Offer & Pricing: Higher Prices Discuss the cost of development Discuss the cost of development 1. Experience, time, dollars: Picasso’s painting 2. “We We recruited a team of five top research recruited a team of five top research scientists from MIT and put them to work for over 3 years to develop our proprietary f formula that not only clears unsightly pimples l th t t l l i htl i l within 24 hours but actually prevents them recurring for at least another 72 hours … With recurring for at least another 72 hours … With over 2 million dollars of research you’ll finally have peace of mind about your personal appearance …”” www.8020Center.com
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7. The Offer & Pricing: Higher Prices 7. The Offer & Pricing: Higher Prices Stretch and shrink Stretch and shrink 1. “My friend Peter has been in the industry for 29 years and attends such workshops regularly so I asked him what he thought XYZ would be worth. I wasn’t surprised at this answer “At answer … At least $5,000 least $5 000” he said. So he said So understandably he was shocked when I told him I was only going to charge $995” 2. “Not $500, not $400, not $300 but only 4 easy monthly payments of $59.95…” www.8020Center.com
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7. The Offer & Pricing: Higher Prices 7. The Offer & Pricing: Higher Prices Apples to oranges comparison Apples to oranges comparison 1. $1,800/month business coach: “for the price of a part time receptionist …” a part time receptionist … 2. Copywriting course: “I just spent almost $3,000 on a new laptop…” on a new laptop… 3. On Line course: “for less than the cost of a cup of coffee each day …” of coffee each day … 4. Home study course: “Others paid $3,495 to attend this event and now you can get exactly attend this event and now you can get exactly the same information for only $995 plus …” www.8020Center.com
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7. The Offer & Pricing: Higher Prices 7. The Offer & Pricing: Higher Prices Add value 1. 3,000 companies surveyed – USA & Europe 2. Top 20% by profit were perceived by Top 20% by profit were perceived by customers to add the most value 3. Top 20% were exactly twice as profitable as p y p the bottom 20% who were perceived to add the least value * 4. Easiest way to add value is … i dd l i 5. … communication * D Bird, Commonsense Direct and Digital Marketing
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7. The Offer & Pricing: Higher Prices 7. The Offer & Pricing: Higher Prices “Alternative Choice” versus “Up Selling” 1 A 1. A.C. can shift a buyer’s thinking from “yes or no” C hift b ’ thi ki f “ ” to “which one?” to make the buying decision easier 2. A.C. should take advantage of price comparison (“you want the silver package or gold package?”) 3. U.S. seeks to maximize marketing R.O.I. 4. U.S. is best used AFTER the buying decision is made (“would made ( would you like fries or a shake with you like fries or a shake with that?”) but before payment (and again later!) p p 5. An U.S. product can also be a drop down sale 6. Where possible use both A.C. and then U.S.! www.8020Center.com
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7. The Offer & Pricing: Higher Prices 7. The Offer & Pricing: Higher Prices A magic pricing formula 1. 2 2. 3. 4. 5. 6. 7 7.
Sell the item for a very high price Establish that price as exceptional value Establish that price as exceptional value Reduce the price by 50% Add bonuses dd b Give a generous guarantee Add testimonials Add scarcity Add scarcity www.8020Center.com
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7. The Offer And Pricing 7. The Offer And Pricing What can you offer as an What can you offer as an “Alternative Alternative Choice Choice”?? Include pricing options? 1.
…………………………………………………………………
2.
…………………………………………………………………
3.
…………………………………………………………………
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7. The Offer And Pricing 7. The Offer And Pricing What can you offer as an “Up What can you offer as an Up Sell Sell”?? 1.
…………………………………………………………………
2.
…………………………………………………………………
3.
…………………………………………………………………
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7. The Offer And Pricing 7. The Offer And Pricing How can you add more value to your product? How can you add more value to your product? 1.
…………………………………………………………………
2.
…………………………………………………………………
3.
…………………………………………………………………
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7. The Offer And Pricing 7. The Offer And Pricing Create three “stretch Create three stretch and shrink and shrink” scenarios scenarios 1.
…………………………………………………………………
2.
…………………………………………………………………
3.
…………………………………………………………………
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7. The Offer And Pricing 7. The Offer And Pricing Create three “apples Create three apples to oranges to oranges” comparisons comparisons 1.
…………………………………………………………………
2.
…………………………………………………………………
3.
…………………………………………………………………
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8. Believability 8. Believability 1. Match communication style to market 1 Match communication style to market 2. Testimonials (see Part 5.5) a. Addresses pre‐purchase concerns b. Describes before and after c. Name, business/location, photo, video
3. And/or personal experience And/or personal experience 4. Evidence e.g. statements, photos www.8020Center.com
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8. Believability 8. Believability 1. 1 2. 3.
Endorsements (celebrity, national body) Endorsements (celebrity national body) Specific numbers e.g. larger=“32% bigger” Use reasons a. So we can pass savings on/celebration/reward b. Cialdini: from 60% “yes” to 94% “yes” c. Fun reasons: save my marriage sale
4.
Celebrity Endorsement (TV star, “4 out of 5 dentists recommend…, “Doctor Bob”, name‐ dropping endorsements) www.8020Center.com
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8. Believability 8. Believability 1. The 1 The “damaging damaging admission admission” 2. Demonstrates honesty 3. Forces you to think deeply about your own product flaws product flaws 4. Creates an opportunity to turn the negative into a positive ti i t iti
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8. Believability 8. Believability The “damaging admission”
1 “I am not a professional public speaker so 1. “I t f i l bli k please forgive me if I make a few mistakes here ” here… 2. “If you want waiters in tuxedos and expensive wine lists you won’t find them here but ” wine lists you won’t find them here but…” 3. “I’ll going to ask you to send me $10 for something that only cost me 50 cents and I’ll try to make it so irresistible that you’d be a darn fool not to do it” (Joe Karbo)… fool not to do it (Joe Karbo) ” www.8020Center.com
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9. Do‐ability 9. Do ability 1.. “OK – O so so I think you are credible and I now t you a e c ed b e a d o believe your product is good but I still need convincing that it will work for me (or that I will make stick to it…)” k k )”
2. Testimonials that highlight the same concern e.g. “I’d tried other diets and was “ ’d i d h di d worried that I’d fail at this one too BUT …” 3. Case studies (testimonial in disguise!) 4. Guarantee the results (see #10) www.8020Center.com
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10. Guarantees – 14 Formulas 10. Guarantees 14 Formulas 1. 2. 3. 4. 5. 6. 7. 8. 9 9.
Conditional Vs unconditional Single Vs multiple Satisfaction Vs results Short term Vs Long Term Keep it/keep bonuses p / p We’ll beat it by 10% price guarantee Double or triple money back Double or triple money back Guaranteed buy back Refund testimonial Refund testimonial * Source: Various including Perry Belcher, Dan Kennedy, Yannik Silver www.8020Center.com
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11. Bonuses 11. Bonuses 1. 2. 3 3. 4. 5. 6 6.
Can increase conversion by 32% y But wait there’s more … Study infomercials Study infomercials Reveal bonuses ONLY after price otherwise not perceived as a bonus not perceived as a bonus Bonus offers as reward for action Id ll Ideally more value than the primary l th th i product www.8020Center.com
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12. Scarcity 12. Scarcity 1. Scarcity Scarcity without desire is pointless without desire is pointless 2. Scarcity creates urgency overcomes inertia and the split moment of “decision and the split moment of decision insanity insanity” 3. Product scarcity a Limited time offer a. Limited time offer b. Limited supply c. Price increase / limited time discount Pi i / li it d ti di t d. Bonus for first “x” number only www.8020Center.com
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12. Scarcity 12. Scarcity 4. Emotional 4 Emotional scarcity scarcity 5. Consequences of not buying now a. Regret: “I left the ad in the drawer and it’s “ l f h di h d di ’ cost me $20,000 over the last two years” b. Fear: Child safety restraints, trampoline safety net c. Missing out: “I’ll be the ONLY one …”
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13. Call To Action 13. Call To Action 1. Make the next step clear!!! 1 Make the next step clear!!! 2. No more than one decision at a time! 3. Tell the buyer what to do and when to do it and how to do it! do it and how to do it! 4. Click here, print out, fax, 0800/1800
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14. The PS 14. The PS 1 Can 1. Can influence a further 19% of readers influence a further 19% of readers to take your recommended next step 2. The 2ndd most read part of copy – it’s really a 2nd headline 3. Use it to remind them why they need to act now and how to take the next step act now and how to take the next step 4. Normally no more than one www.8020Center.com
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15. Power Words & Phrases 15. Power Words & Phrases 1. Unconscious Unconscious emotional activators emotional activators 2. Active/present tense more powerful than past/passive P: “Shoppers bought chocolates by the box full” A: “Shoppers buy chocolates by the box full” P: “The air bags are loved P “Th i b l d by drivers” b di ” A: “Driver’s love the safety of the air bags” www.8020Center.com
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15. Power Words/Phrases ‐ Classics 15. Power Words/Phrases 1. 1 2. 3. 4 4. 5. 6.
You You Free Save Results New Sale
7. Gift 7 8. Discover 9. Easy/easily/easier 10 Fast/Faster 10.Fast/Faster 11.Powerful 12.Simple/Simpler www.8020Center.com
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15. Power Words/Phrases ‐ Classics 15. Power Words/Phrases 13. 14. 15 15. 16. 17 17. 18. 19.
Money More Safety/secure Guaranteed A t i hi Astonishing Breakthrough Proven effective
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20. 21. 22 22. 23. 24 24. 25. 26.
Limited supply Limited supply At last Amazing Secret K Key Revealed Instant/instantly
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15. Power Words – Match Quiz 15. Power Words Match Quiz Wedding • Tender • Loving • Grunt • Elegant • Beautiful • Electrifying acceleration www.8020Center.com
Motorbike • Intimate • Massive Torque • Sleek • Family • Insane power • Riding thrills Riding thrills 153
15. Power Words ‐ Exercise 15. Power Words List Power Words relevant to your product : 1. ……………..………………………………..…………. 2. ……………..………………………………..…………. 3. ……………..………………………………..…………. 4. ……………..………………………………..…………. 5. ……………..………………………………..………….
6. ……………..………………………………..……. 7. ……………..………………………………..….… www.8020Center.com
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16. Bullet Points 16. Bullet Points 1 Great 1. Great way to summarise features and way to summarise features and benefits 2. Can make it easier and simpler to read multiple points ‐ increases readability 3. Use in copy and most importantly on order page of web sites or sales letter order page of web sites or sales letter
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17. Readability 17. Readability 1. People are bored ‐ p make it interesting and g improve reader through rate 2. Use “you” & “your” a lot (MUCH more than “I”) 3. Express your personality and get yourself OK with a minority being annoyed/angry 4 Arial 12 type font (10 is too small apart from 4. Arial 12 type font (10 is too small apart from small blocks) will increase reader‐through by 31 – 36%
5.
Use short sentences and paragraphs especially at the start (see next slide) www.8020Center.com
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17. Readability 17. Readability Wrong: “You will become aware of exhilaration from the impressive rate of acceleration” Right: “You’ll be blown away by the speed” www.8020Center.com
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17. Readability ‐ enhancers 17. Readability 1. 2. 3 3. 4. 5 5. 6. 7 7.
Yellow highlighter Yellow highlighter 8. Red circle/oval Bold Different colours 9. Boxes Cross outs C ifi Certificate borders 10. www.8020Center.com
Use captions on Use captions on pictures as additional headlines Left justify but center occasionally for emphasis Separate line 158
17. Readability 17. Readability Avoid 1. Italics ‐ are harder to read; use sparingly 2 Mixing type fonts 2. Mixing type fonts 3. Underline when on‐line = hyperlink 4. Long sentences, long paragraphs l h 5. Small font type (10 is too small) 6. Technical jargon (unless reader‐relevant) 7. Justified text (boring – ( g looks like manual)) www.8020Center.com
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P t Th Part Three:
On Line Medium On Line Medium www.8020Center.com
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Part 3: On line Medium Part 3: On line Medium 1. 2. 3 3. 4. 5. 6. 7. 8.
Emails Pay Per Click Landing Page Landing Page Auto‐responders Blogs l Split Testing Response boosters Shopping Carts pp g www.8020Center.com
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1. Emails 1. Emails 1. Websites are passive, emails are active 2 Run your copy through a spam test 2. Run your copy through a spam test 3. Hard copy gets read more and has a longer “shelf y life” but email is virtually free and can create almost instant cash flow 4. Use as a tease to lead people to your web site unless you don’tt have time to get web site up unless you don have time to get web site up 5. You must use an on‐line database manager! 6 HTML vs 6. HTML vs Text 7. Test send timing but weekends often out‐pull y p next others by 25% and more for “open rates” – best is overnight Monday or Tuesday www.8020Center.com
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1. Emails 1. Emails 5 most important parts 5 most important parts 1. Subject 2 “From” field (make it clear who it is from) 2. “ ” fi ld ( k i l h i i f ) 3. Opening 4. “Why am I receiving this email?” explanation 5 Easy unsubscribe 5. Easy unsubscribe
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1. Emails – Subject Options 1. Emails Subject Options Curiosity 1.
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1. Emails – Openers 1. Emails 1. 1 2. 3 3. 4. 5. 6 6. 7.
Stories always work well Stories always work well Scarcity – time sensitive to get action now Q i k d i l Quick and simple Invitation Promise or guarantee Shameless bribe Shameless bribe Apply same formula as hard copy www.8020Center.com
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1. Emails 1. Emails 1. Why am I receiving this email 1 Why am I receiving this email 2. Unsubscribe options
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1. Emails 1. Emails
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2. Pay Per Click 2. Pay Per Click
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2. Pay Per Click 2. Pay Per Click • www.perrymarsha h ll.com/google/ ‐ free training resource from the King of AdWords, Perry Marshall Perry Marshall
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2. Pay Per Click 2. Pay Per Click 1. A direct response marketers delight – measurable! 2. “Sponsored links” versus “organic” 3. Limited number of letters Limited number of letters – great for creating great for creating extremely concise messages 4. Use negative qualifiers (price, region) to reduce clicks and increase conversion thus limit costs li k di i h li i 5. Can target locations/regions 6 Google is king at the moment – 6. Google is king at the moment free analytics free analytics 7. Split test everything: Headline, body, landing page/squeeze page page/squeeze page www.8020Center.com
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2. Pay Per Click 2. Pay Per Click Ad #1: 0.5% response Ad #1: 0.5% response • Active Summer Camp: Kids develop learning skills in a fun filled learning environment. skills in a fun filled learning environment. www.SuperCamp.com Ad #2: 2.0% response (400% increase) ( ) • Active Summer Camp: kids develop learning, l listening and communication skills at active k ll camp www.SuperCamp.com Source: Perry Marshall quoted in “The Ultimate Sales Letter”, Dan Kennedy www.8020Center.com
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2. Pay Per Click 2. Pay Per Click Ad #1: 0.1% response Ad #1: 0.1% response • Popular Ethernet Terms, 3 Page Guide‐Free PDF Download. Complex Words – Simple PDF Download. Complex Words Simple Definitions. www.bb‐elec.com Ad #2: 3.6% response (3,600% increase) ( ) • Popular Ethernet Terms, Complex Words – Simple Definitions. 3 Page Guide‐Free PDF l f Download. www.bb‐elec.com Source: Perry Marshall quoted in “The Ultimate Sales Letter”, Dan Kennedy www.8020Center.com
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2. Pay Per Click 2. Pay Per Click Ad #1: 0.8% response Ad #1: 0.8% response • Simple Self Defence For Ordinary People. Easy Personal Protection Training. Personal Protection Training. www.tftgroup.com Ad #2: 1.3% response (61% increase) ( ) • Simple Self Defence For Ordinary People. Fast Personal Protection Training. l www.tftgroup.com Source: Perry Marshall quoted in “The Ultimate Sales Letter”, Dan Kennedy www.8020Center.com
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3. Landing Page 3. Landing Page 1. #1 #1 purpose of a web site is to … purpose of a web site is to … … capture email addresses!!! 1 Also referred to as a 1. Also referred to as a “Squeeze Squeeze Page Page” 2. Offer information of value to Ideal Client via Special Report Special Report 3. Enhanced by audio and video (more people will listen than will read) will listen than will read) 4. Screen width – limit for wide screens – so eyes move but not head eyes move but not head www.8020Center.com
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3. Landing Page 3. Landing Page 1. Best 1 Best place for offer it top right hand side place for offer it top right hand side 2. Alternately you can get the visitor to click on special offer button and then go to squeeze special offer button and then go to squeeze page (better … tease … click … type as opposed to type click) opposed to … type … click) 3. You can add: “I hate spam as much as you do … we NEVER rent or sell or share our subscribers “I h h d NEVER ll h b ib details to anyone. Bonus offer! I’ll also send you FREE insider tips and little known strategies for building your list fast – 9 proven effective ways over the next 30 days so be sure and ‘white so be sure and white list list’ [email protected] [email protected] (don (don’tt worry worry – I make it easy to I make it easy to unsubscribe at any time) www.8020Center.com
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4. Auto‐responders 4. Auto responders 1 A 1. A series of typically short emails prepared in series of typically short emails prepared in advance and sent automatically at pre set intervals 2. Typically used after squeeze page email capture 3 Often 7 – 3. Often 7 – 9 emails over 30 days 9 emails over 30 days 4. Purpose is to continue to nurture prosects who did not buy did not buy 5. Recipe: 80% valuable ideas and 20% sell 6 Re‐use content from the Special Report 6. f h S i l www.8020Center.com
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4. Auto‐responders 4. Auto responders Format 1. Reason why you are receiving this email/how to unsubscribe to unsubscribe 2. Give valuable information with PS link back to web site with a reason/offer b i ih / ff 3. Include case studies (testimonials) 4. Key to keeping them subscribed: tell them what is in the next email (anticipation) ( p ) www.8020Center.com
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4. Auto‐responders 4. Auto responders 1. Check out Check out www.icontact.com www.mailchimp.com
2. Always flag auto‐responders in advance (at y g p ( email capture) and Ezine 3. Double opt‐in: confirmation email sent to p prospect who then must click a link to confirm ‐ increases quality but reduces quantity 4. Offer Blog 5. Subject line as per Formula Headline (benefit) j p ( ) www.8020Center.com
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5. Blogs 5. Blogs 1. Google loves fresh content! 1 Google loves fresh content! 2. Each new blog is like a new web page 3. To really crank up S.E.O.: a. Video Video blog blog – upload to social media sites e.g. upload to social media sites e.g. www.YouTube.com (www.trafficgeyser.com will upload multiple versions to various sites) b. Have video transcribed to article and upload to article dissemination sites www.8020Center.com
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5. Blogs 5. Blogs 1 Seed 1. Seed with keywords that your Ideal with keywords that your Ideal Clients search for 2. Offer blog subscription on landing page 3. “Forward Forward to a friend to a friend” link link
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6. Split Testing 6. Split Testing 1. The 1 The idea is to create continuous improvement idea is to create continuous improvement 2. First create a benchmark standard e.g. AdWord1 – Squeeze Page1 Squeeze Page1 – Sales Letter1 Sales Letter1 – Order Page1 Order Page1 … measure results 3 Then create a completely separate model e.g. 3. Then create a completely separate model e g AdWord2 – Squeeze Page2– Sales Letter2 – Order Page2 Order Page2 4. Compare results, drop worst performer and introduce next one etc introduce next one etc. www.8020Center.com
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7. Response Boosters (see “8” 7. Response Boosters (see 8 also) also) 1. 2. 3 3. 4. 5 5. 6.
Audio Video Copy Doodles Copy Doodles Gold Seals “S “Secure” logos ”l Change price to end with 5 7 9( 5, 7 or 9 (some say 7 is best) 7 i b t) 7. Amazon‐like Shopping basket boosts ??? www.8020Center.com
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8. Shopping Cart 8. Shopping Cart 1. 1 2. 3 3. 4. 5.
82% never finish the order! 82% never finish the order! Use Internet security logos Restate product features d f Testimonials will increase orders by 28% Use credit card symbols add 3% more orders
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P tF Part Four:
Off Line Medium Off Line Medium www.8020Center.com
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Part 4: Off line Medium Part 4: Off line Medium 1. Direct Mail 1 Direct Mail 2. Lumpy Mail 3. Advertorial 4 Advertising 4. 5. Yellow Pages 6. Articles www.8020Center.com
7. Flyers/brochures 7 8. Audio brochure
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1. Direct Mail 1. Direct Mail 1. Done 1 Done right direct mail is VERY effective right direct mail is VERY effective 2. Much longer shelf life than email 3 The 3 obstacles: 3. h 3 b l a. Getting it delivered b. Getting it opened c Getting it read c. Getting it read
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1. Direct Mail 1. Direct Mail Getting it delivered g • Best days to receive Tues, Weds, Thurs • So post Monday is safest p y Getting it opened • Blind envelopes if unknown to recipient Bli d l if k t i i t • Otherwise identify yourself and content – give reader a reason to open (headlines) reader a reason to open (headlines) Getting it read • Refer “The Formula” www.8020Center.com
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1. Direct Mail 1. Direct Mail 1 Postcards 1. Postcards most economical most economical – lead them to a lead them to a web page with the full offer 2 Multiple mailings – 2. Multiple mailings 3 will double sales 3 will double sales 3. “Tear sheets” – with yellow sticky note, i increases read rate 300% ‐ d 300% you will annoy ill some people – are you comfortable with the covert approach? h?
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2. Lumpy Mail 2. Lumpy Mail 1. Includes a 3D item – will often double response 2. Breaks through the clutter, invokes curiosity, breaks mental patterns with smile factor 3. Should be relevant to the offer e.g. message in a bottle: “here’s bottle: here s your treasure map your treasure map”,, aspirin: aspirin: “we we can solve your recruitment headaches”’ plastic jet plane: “we’ll jet plane: we ll pay your airfares pay your airfares” 4. See www.LumpyMail.com 5 Parcel mail even more effective 5. P l il ff ti www.8020Center.com
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3. Advertorial 3. Advertorial 1 Advert 1. Advert made to look like made to look like editorial/article 2. Higher read rate than advertisement – people buy a newspaper or magazine to read the articles 3 Use same Essential Elements as in 3. Use same Essential Elements as in “The The Formula” www.8020Center.com
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4. Advertising 4. Advertising 1. Always 1 Always use direct response use direct response 2. Refer The Formula 3 Match: Market, Message, Media (in that 3. h k di (i h order!) 4. The more targeted the readership is to your market the better ROI e.g. car adverts fine in large newspaper but management consultancy better in say Employers Association magazine www.8020Center.com
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4. Advertising 4. Advertising 1. Inserts Inserts less effective than direct mail but less effective than direct mail but more effective than advertisements 2. Testing is theoretically ideal but practically Testing is theoretically ideal but practically problematic outside of the internet 3. Good ads on regional TV can yield high ROI Good ads on regional TV can yield high ROI 4. Larger ads out‐pull smaller but not necessarily proportionately e.g. if full page = necessarily proportionately e.g. if full page 100 responses, ½ page may equal 65 (also see YP) Source: “Commonsense Direct and Digital Marketing” Drayton Bird www.8020Center.com
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5. Yellow Pages 5. Yellow Pages 1 1.
2. 3. 4.
Use Essential Elements (The Formula) Use Essential Elements (The Formula) – over 95% have no headline! Opportunity awaits you! awaits you! 60% readers do not know a specific bus. Of the 40% who already know a business 1/3rd are interested in another option Therefore 60% are fair game for you!
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5. Yellow Pages 5. Yellow Pages Disproportionate ROI relative to size Disproportionate ROI relative to size If… 1/8th page = 1 lead a week 1l d k Then… ¼ page = 4 leads a week ½ page = 7 leads a week ½ page = 7 leads a week Full page = 11 leads a week www.8020Center.com
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6. Articles 6. Articles • Another way to boost • SEO rankings SEO rankings • • Write article, seed • • with keywords with keywords • • • Upload to … • • • • • • •
www.articlesbase.com www.contentdesk.com www.articlealley.com www.articledashboard.com www.articlesfactory.com l f www.Amazines.com www.ezinearticles.com www goarticles com www.goarticles.com www.free‐articles‐zone.com www.marketing‐seek.com www searchwarp com www.searchwarp.com www.constantcontent.com www.buzzle.com
With special thanks to Liz Cassidy at www.thirdsigma.com.au www.8020Center.com
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7. Flyers and Brochures 7. Flyers and Brochures 1 Targeted 1. Targeted mail drop can be very effective mail drop can be very effective – refer Post Office 2 Use as many Essential Elements as possible 2. Use as many Essential Elements as possible but especially: – Headline H dli – The offer – Scarcity – How to buy www.8020Center.com
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8. Audio brochure 8. Audio brochure 1. 1 2. 3 3. 4.
CD is best CD is best – “put put this next to your car keys this next to your car keys” Higher perceived value than letter C Control of your presentation sequence l f i More complete presentation: 250 wpm = 7,500 in 30 minutes 5. Beware the one step disconnect: MP3s p 6. Similar problem with DVDs www.8020Center.com
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P t Fi Part Five:
Bonuses! How To Bonuses! How To … www.8020Center.com
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Part 5: “How Part 5: How To … To …” Bonuses Bonuses 1. Reactivate Old Clients Reactivate Old Clients 2. Build A List You Can Sell To 3 Edit Copy (including the Checklist) 3. Edit Copy (including the Checklist) 4. Build Iron Bars Around Your Clients 5. Capture Testimonials l 6. Create Special Reports 7. Joint Venture introduction 8. Write copy that sells in less than 300 seconds py www.8020Center.com
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1. Reactivate Old Clients 1. Reactivate Old Clients 1. Figure Figure out your LTV out your LTV = ??? (refer Part 2.9) ??? (refer Part 2.9) 2. Competition for updating contact details 3 Direct Mail sales letter (not email) with time‐ 3. Direct Mail sales letter (not email) with time‐ sensitive exclusive and compelling offer 4 Sequence 4. – Week 1: Letter to all (2–3% response) – Week 3: Letter to non‐responders (4‐5%) W k 3 L tt t d (4 5%) – Week 5: Letter to non‐responders (4‐5%) www.8020Center.com
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2. Build A List You Can Sell To 2. Build A List You Can Sell To The list is #1 ‐ refer 55 mediums in Part 1.7 The list is #1 ‐ refer 55 mediums in Part 1 7 1. Squeeze page 2. Signature files on emails … www.FreeGift.com 3. 4. 5 5. 6.
Offers on back of business cards, networking Offers on back of business cards, networking Events, speaking, interviews J i tV t Joint Venture, Host Beneficiary H tB fi i Organic and paid search www.8020Center.com
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3. Edit Copy 3. Edit Copy 1. “Kill 1 Kill Your Darlings! Your Darlings!” (William Faulkner?) (William Faulkner?) 2. Sales letters are like books, they are not written they are re written written, they are re‐written 3. The Stephen King method: write, leave it alone COMPLETELY, re‐write – l COMPLETELY i repeat 4. Use the Killer Copy Master Checklist (6.4) 5. Short is sweet, simple is good
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3. Edit Copy 3. Edit Copy 1. Read 1 Read your whole copy through out loud your whole copy through out loud 2. Apply the “12 year old test” 3 Is it clear to your partner? (does not have to 3. i l ? (d h be appealing) 4. Get an I‐dotter and T‐crosser to proof for mistakes and inconsistencies (not for “proper” grammar
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4. Build Iron Bars Around Your Clients 4. Build Iron Bars Around Your Clients Continuity Clubs Continuity Clubs 1. Book/CD/wine/interview/cheese/chocolate/k nickers/perfume/pimples/ of the month nickers/perfume/pimples/ of the month 2. Over 10,000 said to exist TODAY, NOT dead! 3. Monthly fee + discount (+ bundled services) 4. “Ring fence” the 20% and sell more – g can make a great bridge between free added value offerings and a core product offering g p g www.8020Center.com
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4. Build Iron Bars Around Your Clients 4. Build Iron Bars Around Your Clients Other Continuity Club examples y p 1. Rory Fatt “Loyalty Rewards” 2 Robyn Silverman 2. Robyn Silverman “Powerful Powerful Words Words” 3. Pizza Restaurant – debits card 1st of month and send coupon, reserved window seating, d d d i d i priority service, extra toppings 4. I.T. specialists, accountant, carpet cleaners, air conditioning servicing www.8020Center.com
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4. Build Iron Bars Around Your Clients 4. Build Iron Bars Around Your Clients 5. “Forced” continuity is either free for first 1 or 2 2 months then pay or bundled with another th th b dl d ith th product (you’ll also receive our one month free trial offer for ”)) free trial offer for … Variations 1. Pre‐sell: car service shop: pre sells five g y discounted oil changes, tyre rotation (“breakage” a factor) 2. Condition Guarantee ‐ Cooper Tyres/Gary p y y Crick auto www.8020Center.com
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5. Capture Testimonials 5. Capture Testimonials Five questions: 1. What was it like prior to being a client? 2. What were your concerns/fears prior to buying? 3. What benefits did you experience as a client? 4. Damaging admission: what would you say to people who may be thinking (expensive/tried it before/will it work for me etc) 5. What you would say to other’s who may be considering becoming a client? www.8020Center.com
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5. Capture Testimonials 5. Capture Testimonials • Video – more expensive and time consuming but the ultimate • Written – fast and inexpensive – still good • Audio plus photo – a very good middle road (ask for photo AFTER you have the audio) (ask for photo AFTER you have the audio) • Give questions in advance with sample answers • Recording audio – www.AudioAcrobat.com (do NOT NOT use V.O.I.P. e.g. Skype) VO I P Sk ) www.8020Center.com
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6. Create Special Reports 6. Create Special Reports 1. 1 2. 3. 4 4. 5.
Lead Generation Device Lead Generation Device Give to get Positions you as the expert Identifies interested prospects Identifies interested prospects Reinforces readers unhappiness with the status quo and dangles a carrot 6. Has the prospect approach you Has the prospect approach you www.8020Center.com
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6. Create Special Reports 6. Create Special Reports 1. Scalable 1 Scalable – not dependant on your time not dependant on your time 2. Leverage: a one time investment you can use in multiple format for many years i lti l f tf 3. Length – as long as it needs to do the job 4. The 3 mortal sins are being boring, not g including an irresistible offer and not making the next step clear, simple & easy
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6. Create Special Reports – 8 Steps 6. Create Special Reports 8 Steps 1. 2. 3. 4. 5. 6. 7 7. 8.
Research F.A.Q. & common frustrations Q Create Headline and Sub‐headers Outline key points: “7 Outline key points: 7 keys keys”,, “8 8 steps steps” etc etc Expand into full copy Include “case Include case studies studies” (testimonials) (testimonials) Promote Easy Entry Product ONLY! Give multiple contact options Give multiple contact options Proof read for value, clarity & spelling but g p p g NOT for formatting or “proper” grammar www.8020Center.com
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6. Seven Special Report Formats 6. Seven Special Report Formats 1. 1 2. 3. 4 4. 5. 6.
Hard copy best Hard copy best CD very good Written digital OK Beware MP3/DVD! Beware MP3/DVD! Speech/talk – use same content Book – ditto … just a BIG special report www.8020Center.com
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6. Five Ways To Use Special Reports To Generate Fresh Leads 1. Offer on web landing/squeeze page 2. Hard copy at trade shows Hard copy at trade shows 3. Advertise in association journals, industry magazines industry magazines 4. Offer as a bonus in joint ventures 5. Use as a “stick‐to‐the‐end” during meetings www.8020Center.com
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Special Reports – Sample Titles Special Reports Sample Titles How To Increase Your Pasture Growth by How To Increase Your Pasture Growth by 23% In Less Than 6 Months Discover Seven Hidden Sources of Extra P fit I Y Profit In Your Quick Service Restaurant Q i kS i R t t 8 Simple Steps To Take Your Small Business 8 Si l St T Tk Y S ll B i From 6 to 7 Figure Profits Within 24 Months www.8020Center.com
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7. Joint Venture – Introduction 7. Joint Venture Introduction 1. Two businesses sell complementary products to the same niche the same niche 2. Can be one way (your list their product or visa versa) or two way (each others products to each versa) or two way (each others products to each others lists) 3. You can build your list, gain new clients and sell product faster by partnering with another business targeting the same market 4 The leads are no longer “cold” 4. Th l d l “ ld” 5. Must be actively marketing e.g. paid searches, affiliates billboards adverts affiliates, billboards, adverts www.8020Center.com
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7. Joint Venture 7. Joint Venture 1 Approach 1. Approach = seduction: become a client first = seduction: become a client first where possible, compliment or question 2 Offer: Special Report leading to EEP, email with 2. Offer: Special Report leading to EEP email with link to exclusive web page offer, sales letter, flyer special offer invite to event flyer special offer, invite to event 3. It will take a few to get it right – worth persisting 4. Split 50/50, 60‐40, 70‐30 or even 100%
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7. Joint Venture – The 4 Questions 7. Joint Venture The 4 Questions Also Host Beneficiary ‐ Also Host Beneficiary ‐ no financial no financial incentive for host 1. Who has my Ideal Clients? 2. How can I add value to the host? How can I add value to the host? 3. How can I add value to the clients? 4. Are they proactively marketing e.g. p paid search ? www.8020Center.com
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8. The 300 second copywriting formula for an event 1. Great Great headline / subject headline / subject 2. Have you ever been told that (idea most people don’t like) 3. I used to believe that too 4. But the problem was 5 Then I discovered 5. Th I di d 6. The difference now 7 3‐5 things you will discover 7. 3 5 things you will discover 8. What to do 9 Why they should do it now 9. Why they should do it now www.8020Center.com
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8. The 300 second copywriting formula 8. The 300 second copywriting formula Subject: get more clients without having to sell Hi [fname], Have you ever felt uncomfortable about attempting to sell new or existing clients? I know I have. At an early age I was told to sell, sell, sell. And as a young man I bought into it hot and heavy ... but I never, ever felt relaxed or comfortable about it. Then I made two discoveries that changed my life forever Then I made two discoveries that changed my life forever. * First, that I could actually get a massive number of new clients without having to sell anyone * Second, that I could have people approaching me and asking if I would accept them as a new client, even b f before I met them AND before they knew what I charged h b f h k h h d Sounds strange, I know. But if you want more new clients and feel uncomfortable about "selling", you need to hear what I discovered. y g ,y
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8. The 300 second copywriting formula 8. The 300 second copywriting formula If you want ‐‐‐‐> in full detail <‐‐‐‐ my strategies for... * attracting new clients every week without having to sell anyone anything * having people approaching you, asking to become a client and hoping they can afford you * having other businesses and organizations regularly referring their clients to you ... then you need to register for my "Get More Clients Without Selling" training, next Wednesday 27th (we start sharp at 6pm NZDT, 4pm AEDT and 3pm in QLD). This is a content‐rich training that will run for around 75 minutes, including questions. I will deliver the training live, on‐line ... and if you have never attended on‐line training before, you can relax because it'ss real simple ... all you need is a computer and internet connection. The rest is easy. because it real simple ... all you need is a computer and internet connection. The rest is easy. There is no charge if you get your registration in before the lines fill up.
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8. The 300 second copywriting formula 8. The 300 second copywriting formula Details are here ‐‐‐> www.GetMoreClientsWIthoutSelling.com/Register/ IMPORTANT: There will be NO replay available of this session but if you can't make it then let me know as I will making it available for sale after the event. Yours Strategically, Tom. PS If you register by clicking the link now and show up for the call, I'll give you a copy of the slides I use during the presentation. That way you can keep it handy for when you begin to put my training into place. Here's the link again: www.GetMoreClientsWIthoutSelling.com/Register/ PPS do your friends a favour and forward them this invitation ‐ they will thank you twice: once immediately for thinking of them and the second time after the event once they have discovered how to get a lot of new clients without any selling effort clients without any selling effort
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Part Six:
But Wait! There’s More… www.8020Center.com
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Part 6: But Wait There’ss More! Part 6: But Wait There More! 1. Ten Major Mistakes 1 Ten Major Mistakes 2. Seven Influence Accelerators 3. The (Almost) Idiot Proof 6 Step Formula 4 Killer Copy Master Checklist 4. Killer Copy Master Checklist 5. Bibliography 6.My favorite tools www.8020Center.com
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1. Ten Major Mistakes 1. Ten Major Mistakes 1. Wrong 1 Wrong or poor quality target or poor quality target 2. Rushed copy – not well thought‐out 3. No direct response offer – name rank and serial number advertisingg 4. No clear and compelling offer 5 Product‐centric versus People‐centric 5. P d i P l i
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1. Ten Major Mistakes 1. Ten Major Mistakes 6. Too much hype or BS ‐ 6 Too much hype or BS ‐ not enough proof not enough proof 7. Weak or no guarantees/testimonials 8. Not having multiple follow up mailings 9 Not measuring results 9. Not measuring results 10.Bland writing … zero personality or opinion … writing with the goal of zero complaints p www.8020Center.com
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No Product Funnel No Product Funnel 1 Coin 1. Coin seller offers a $23 starter to coin seller offers a $23 starter to coin collectors set for zero profit ‐ 30,000 buy 2 3,000 are up sold to $1,000 set = $3,000,000 2. 3 000 are up sold to $1 000 set = $3 000 000 3. Within 6 months 3,000 more buy an average of $4,000 = $12,000,000 f $4 000 $12 000 000 4. Next 200 buy average $10,000 = $2,000,000 5. Total sales in 12 months = $17,000,000
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2. Top 10 Influence Accelerators 2. Top 10 Influence Accelerators 1. 2. 3. 4. 5. 6 6. 7. 8. 9. 10.
Reciprocation p Identification with “my” problems Endorsement – by authority or group Scarcity Stories The truth damaging admission The truth – damaging admission Specificity Reasons Commonality Curiosity www.8020Center.com
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3. (Almost) Idiot Proof 6 Step Formula 3. (Almost) Idiot Proof 6 Step Formula 1.. Create headline C eate ead e (see (see 2.1 for 3 step formula) . o 3 step o u a) 2. Identify with reader by stating their problem using gy y analogy or story 3. “That’s why” … bridge into product features and benefits 4. Add testimonials/personal experience/ and guarantee 5. Add bonuses with scarcity 6. Sign off and add PS call to action www.8020Center.com
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4. Killer Copy Master Checklist 4. Killer Copy Master Checklist 1. Compelling headline p g 2. Clear problem – fears, frustrations identified 3. Reader identification with writer 4. Clear solution 5. Established creditability 6. Proof: established believability incl use of testimonials 7. Established do‐ability (you can do it too) 8 Compelling offer 8. Compelling offer 9. Price stretch and shrink 10. Added free bonuses Added free bonuses www.8020Center.com
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4. Killer Copy Master Checklist 4. Killer Copy Master Checklist 11. Clear call to action 12. Next step simple and clear 13. Alternative of choice 14. Up sell included 15. Lots of “you” and “your” 16. Personality shines through 17. Next step reinforced in PS 18 Every feature has a benefit 18. Every feature has a benefit 19. Lots of unconscious emotional hot buttons activated 20. Can a 12 year old understand it? Can a 12 year old understand it? www.8020Center.com
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5. Bibliography (*Tom’s 5. Bibliography ( Tom s favourites) favourites) 1. 2. 3. 4 4. 5. 6. 7 7. 8. 9. 10. 11. 12 12.
Successful Direct Marketing Methods, Bob Stone Words That Sell, Richard Bayan * Phrases That Sell, Edward Werz & Sally Germain Predictably Irrational Irrational, Dan Ariely * Influence, Robert Cialdini * The Ultimate Sales Letter, Dan Kennedy Th Ultimate The Ulti t Marketing M k ti Plan, Pl D Dan K Kennedy d Commonsense Direct & Digital Marketing, Drayton Bird Ogilvy On Advertising, David Ogilvy Outrageous Advertising, Bill Glazer * On Writing, Stephen King The Elements of Style, Style Strunk and White
6. My favorite tools 6. My favorite tools 1. Jing™ video/still screen capture – FREE! 2. Windows Movie Maker – edit videos 3. “Camtasia™” does both the above but more features 4. CopyDoodles™ 5. NCH Wavepad Sound Editor ‐ editing sound files and stripping of sound track from video 6. Adobe Standard (NOT just reader) 7. MS Office Picture Manager (for image editing) MS Office Picture Manager (for image editing)
6. My favorite tools 6. My favorite tools 8. 9. 10. 11. 12. 13. 14. 15 15. 16.
Kodak Video Camera Neatworks scan & file Visual Thesaurus Mindjet Manager Lite Flospace Floprompter FREE Perfect Keyboard (keystroke macros) AVS4U Video convertor www.elance.com l www.99Designs.com
6. My favorite tools 6. My favorite tools 17. Three 22 inch screens – yeah baby!!! y y
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Name: ..........................................
Order Form
KILLER COPY COURSE DVD SET KILLER COPY COURSE DVD SET YES! Please send me the complete boxed set of DVDs from the Killer Copy Course as soon as it’s available. I understand that I will pay the one‐time only low, low, price of AU$139 (plus GST for OZ residents) and I will pay only once the boxed set is shipped (plus postage and packing AU$ 12 to OZ and AU$19 to NZ) KILLER COPY COURSE AUDIO SET KILLER COPY COURSE AUDIO SET YES! Please add a boxed set of audio CDs so I can play them in my car and train my mind to think “Killer Copy” as I drive around for only an additional measly AU$79 (plus GST for OZ residents but NO additional postage or packing charge) 80‐20 PRICE STRETCHING WORKSHOP 80 20 PRICE STRETCHING WORKSHOP YES! Please send me a copy of the Price Stretch workshop for 50% off – only AU$195 (plus GST for OZ residents ‐ shipping same as above but free if you have ordered the Killer Copy Course DVD set) 80‐20 STRATEGY BOOT CAMP YES! I’ve checked out the web site, spoken to graduates of the Boot Camp and I am keen to do it. Please send YES! I’ h k d t th b it k t d t f th B t C dI k t d it Pl d enrolment form for the for the Boot Camp commencing March 17 (AU$795 per month) MOST AMAZING FREE GIFT EVER I think the following would love the chance to be sent $716.83 worth of client‐attracting strategies … please offer th them your Most Amazing Free Gift Ever with my compliments… M tA i F Gift E ith li t Name ……………………………………….…………… ……………………………………….…………… ……………………………………….…………… ……………………………………….…………… ……………………………………….……………
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