A common complaint I hear is around the length of the copy.
Too much - too wordy - not to the point enough - "my"
clients won't read all that - my clients are too busy -
BULL!
Everyone seems to believe this... but the FACTS show
different (actual measured data from thousands and
thousands of companies and tens of thousands of tests).
Here is one ad I saw in the paper that I constantly show
when I am speaking or teaching...
[Large half page ad - tons of white space all over - small
font right in the middle of the ad]:
"This is as close as we get to begging"
Now THAT is the perfect example of bad advertising. Would
you call them (they are a marketing firm - go figure) based
on that? Doesn't that compel you to find out more about
them? Does that make you go "WOW! those guys are different,
I want to work with them"?
No - most people look at that - don't even notice it -
don't get what it is they are selling (or saying) - and
move on quickly to the next page.
A $3,000 USELESS AD!
Now - it doesn't cost them any more money to ad more text -
does it? Same sized ad - with a little more text - would
make a MAJOR difference in the response they get.
Now - what if you saw something like this:
There is no business making the most of their customer
relationships - including yours
Announcing a FREE service to help you attract more clients
and improve the cash flow from your existing ones.
Calgary, AB - It's a proven fact that 63% of your clients
WILL buy elsewhere due to indifference on your company's
behalf. Learn how to maximize your customer relationships…
while improving your bottom line bank balance.
Depending on your business, a 5% increase in customer
retention CAN mean a 95% boost to your year end revenues.
To receive your FREE training dvd and 3 marketing booklets
(Creative Marketing Tips, Million Dollar Multiples, and
Maximum Profits In Minimum Time), all designed to help find
the greatest opportunities to improve your marketing, fill
out the form at www.websiteurlgoeshere.com and everything
will be mailed out to you immediately.
Or, if you prefer to leave your name and mailing address
via phone message - leave your details at 403.xxx.xxxx.
This is 100% free. There are no sponsored links, no pop-up
ads, no banner ads and nothing you have to buy.
Why? Because Readers are among the best entrepreneurs I've
ever worked with, and this is my way of giving back. (go to
the website to find out who I am).One last thing: in the
past 4 weeks some of my clients have sold 1,175 products
during a new launch and another sold 11,500 books in 14
days, ALL using the techniques you get here for free. Call
now. No catch.
So - would that make you more compelled to at least find
out more (and collect the free books and reports)?
At least you have an idea on what I am doing and sharing.
At least you know who I am looking for. At least you know
it is marketing related (compared to "This is as close as
we get to begging" - which doesn't give you a single clue
as to what they actually do). At least this gives a call to
action. At least this gives some reasons why you should
take action. At least this tells you exactly what to do.
At least this ad worked!
Next time you are about to criticize sales copy and the
amount of words being used - think hard about what you are
criticizing... the sale presentation.
Your ad is your sales person - would you put a sales person
in front of a group of potential clients and have them say
"This is as close as we get to begging" - then stand there
silently looking around the room?
Or would you prefer they DID SOMETHING to keep the
prospects interest and compel them to take action?
Your ads are no different - make the ads work for you -
DON'T make your potential clients work to try and figure
out what it is you do or want them to do!
Difficult questions you need to answer
When I start on a new copywriting job, part of the process
I go through involves having my clients fill out an
extensive questionnaire.
Amazing how a few questions can completely baffle an
entrepreneur!
This questionnaire is important to me because it helps me
zone in on what's truly important in their business. It is
important to the business owner as it forces them to
address issues they have probably never thought of before.
Many times, the questionnaire makes them mad.
Why? Because they see it as a lot of work - and not easy
work either. They may have been in business for 15 years -
highly successful - yet never taken the time to think of
some of these answers.
Which is completely wrong.
These are questions every business owner should know the
answers to.
Including you!
Here are a few to consider:
1. What keeps your ideal clients awake at night, worrying
thoughts racing through their minds?
2. What is the feeling or experience you want clients to
walk away with?
3. What are they afraid of?
4. What are they angry about? Who are they angry at? Why
are they angry?
5. What are their top three daily frustrations?
20. List 6 unique and interesting facts you really want
customers to know about you and the products or services
you provide. What makes you unique in this marketplace?
What makes you the ONLY choice?
24. What do you help your clients avoid?
25. What makes you, above all other available options, the
one to choose?
32. What is your most unique personal characteristic or
flaw?
Not exactly difficult questions... but do you know the
answers?
Spend 10 minutes right now and answer these. While I only
listed 9 questions out of the total 36 I ask, it will still
help you clear you mind around what make you the logical
person to buy from.
Yes, it may take time and push you out of your comfort
zone... GOOD! That's the point. And that also tells you why
your client may, or may not, be buying from you.
These simple questions can give you some breakthroughs you
can use in your marketing and positing... definitely worth
10 minutes of your time.
----------------------------------------------------
Troy White, The Marketing Results Mentor and Expert
Copywriter helps clients achieve HUGE growth surges in
their business in very short periods of time. He is a very
sought after marketer and advertising specialist who has
helped launch some of the world's most profitable marketing
systems. For more info visit White's site at
http://www.SmallBusinessCopywriter.com or sign up for his
Free Cash Flow Surge Newsletter at
http://www.CashFlowSurges.com
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