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1. Just Thinking
2. Article ... "How To Write Invisible Sales Copy"
3. Kwik Tip ... "Is 'That' Really Necessary?"
4. Quality Resources
5. "The Power of Headlines - Examples"
6. The Last Word
7. Your Subscription Details
--------------------------------------Hi, thanks for dropping in.
I was just thinking, in case you're new to this newsletter, I'd just like to recap on its history. I used to write the
newsletter on a reasonably frequent basis, but as my Internet business interests grew, I was forced to list my
priorities. And because 'Digest' was a non profit publication, I had to suspend publication. I always intended
to publish again of course .. next week .. next month ..
Anyway, Copywriting is my first love, and I eventually decided to give my Copywriting site a face lift, and resume
publication of the newsletter. And even though I had done *no* promotion, the list had grown to about 4000 and was
hosted with Topica.com
Problems!
I couldn't access my list, and Topica only answered one of my eight emails. They simply said that my list did not
exist! No reason given, but at least I eventually got a reply. Yeah right. Yet they still send me a periodic email
to 'List Owners Only'. Blah blah blah - you don't want to know.
So here I am - starting from scratch. But this time it's hosted on my own dedicated server and is managed by my own
mailing software. That's why some early Welcome messages went out addressing subscribers as %name - so I can't blame
Topica:-)
-------- Here's a Plug.
I would really appreciate it if you forwarded this to someone you feel will be interested - just a few hundred
will do;-) I really do believe in talking one-to-one in my emails, but with the greatest of respect, I'd rather
have more than just you on my list:-) And if you want me to beg - I will:-)
Please refer a friend by clicking here
(Remember to use your back button to return here, otherwise
you'll go the main site - I'm working on it:-)
As for my face-lifted Website, I've changed the design and added a few extra pages. And because I have a
decent ranking in the Search Engines, I thought it prudent to keep changes to a minimum. Over the next few months I
will add tutorials as and when I'm not too busy adjusting my hammock and scuba face mask.
Any articles I write in the Newsletter are new and can be republished by you if you wish, as long as you include
the sig file at the end. If you're an affiliate of the Newbie Club™, feel free to insert your code in the
URL.
OK, on with the show. I'll do my level best to keep you interested, and bring you as much fresh stuff as I can.
Keep smilin',
PS Is there a particular area of Copywriting that causes you problems? Email me and I'll try my best to give a few
pointers in the Newsletter. BUT, giving one-to-one advice by email is far too time consuming, so please don't ask.
Unless, of course you want to use my phone consultation service at http://adcopywriting.com/consult.htm
For a fee of course:-)
------------------------------------------------
2. "How To Write Invisible Sales Copy"
By Joe Robson http://adcopywriting.com
------------------------------------------------
As any serious marketer knows, a Powerful and effective Sales message should be built around the basic structure of
tried and proven 'rules' which have been used by successful marketers for tens of decades, (see my tutorial at
http://adcopywriting.com/Tutorial_2_Rules.htm
)
Many people know the Pro's and Con's of Hard Sell, Soft Sell, Persuasive, Long and Short Copy - each of which works
well in the right situation. But now there's a new method of Copywriting beginning to
proliferate the Internet which is breeding like wildfire. I call it ...
........... Invisible Copywriting!
And it's one of the biggest secrets of an ever expanding closed circle of Wannabe Internet marketers.
Yet conversely - even though the system is widely used - it's only kept secret because the messages containing that secret
are themselves invisible to normal sensible people.
Because they're hardly ever read!
Ever spent hours trying to find something in your home or office, and it finally turned up right under your nose. It's
something which has been in your line of vision so often that it finally became
...... invisible!
Well, the basic principle of writing Invisible Sales Copy is exactly the same. Just fill a Web page with the type of
words and phrases that the reader has already seen a thousand times over on his surfing travels, and bingo - the
message disappears!
So if you want to become an Invisible Copywriting Guru, here's a 10 point strategy ...
1. "Use the Word Killer as Many Times as You Can"
eg.
Killer headlines,
Killer ezine,
Killer marketing,
Killer advertising
Killer sales Page,
Killer order Page,
Killer offer
Killer product
Killer absolutely anything.
Then edit, re-edit and edit again until you can't find space for any additional Killers.
Amazingly, the more you use it, the more transparent your
copy becomes.
2. "Use Hyped up Phrases like ..."
"Suck up your visitor's cash like a giant turbo charged vacuum cleaner
on steroids".
"Have your customers stampeding to your Order page and clamoring to buy your product".
"Send so many visitors to your Website, that your hit counter will scream for mercy".
3. "Saturate your Sales Message with Superlatives"
Don't just say your product is marvelous, or fabulous, or even unique. Use a phrase like ...
"My Mega Powerful Order Page Crowd Generator is the most marvelous, fabulous, mind blowing cash creator the Internet
has ever seen".
4. Write a 25 line, 67 word Headline Saturated with
Irresistible 'Hot Triggers'"
It's no use writing an effective headline like ...
"How To Earn an Extra $100 a day from home with No Previous
Experience".
To make it invisible write something like this ...
"At Last. Now You Can Discover How To drive desperately frantic
buyers to your Website with an Amazing
Headline so Powerful, so
irresistible and so appealing, they'll be Overloading Your Server, Jamming Your
mail Box, and Throwing So much Money at you, you'll be Stuffing Your Bank Account with more cash than Your Bank
Manager can handle. And You can use this little known secret in under 2 hours a day in your underwear, working from your kitchen table".
An added bonus to this technique is that the longer the headline, the less need there is to write any Sales Copy.
5. "One Irresistible Bonus is Not Enough"
You've got to hand it to them. Invisible Copywriters have realized that the
offer of a genuine Free Bonus can help to close the sale. But why stop
at one, or even two?
You have to offer 'Genuine' $2465.00 in Free Bonuses' if they buy your $19.95 ebook with full resale rights and 157
re-brandable affiliate links. Also include a free subscription to your ezine which is normally a $195 value.
6. "Avoid any Suggestion of Persuasion"
Hey, this is the Internet. Invisible Copywriting Gurus believe that persuasive Copy doesn't work on the Web.
Because Internet Surfers are different animals to 'ordinary' off line customers.
So you have to hit your reader between the eyes, in the groin and in the face with killer phrases and unbelievable
promises which will make their toes curl with embarrassment and disbelief. Any suggestion of persuasive copy will turn
them off completely. The secret to closing the sale is to leave them so badly bruised and battered they have to fill
in your order form and submit their order to ease the pain.
7. "Offer an Unbelievable Guarantee"
Straight forward guarantees filled with credibility are no longer cool. The following no longer works ...
"If for any reason whatsoever, you are not absolutely delighted with Your Radion Garden Hose, simply let us know
within 90 days, and we will refund your purchase price immediately. No questions asked"
To strengthen the Invisibility Factor you must offer something like this ...
"And don't forget, you are covered by my unbelievable, Jaw dropping, industry leading, call-me-an-idiot-if-you-must,
cash back in your pocket, money back guarantee. All I ask is that you use it for a full year, and if you're not
satisfied, return it in it's original packaging (along with your reason) and I'll refund your money less shipping
costs".
8. "Avoid any Trust-Building Factors at All Costs"
Whatever you do, do NOT give any details of your name, your
credentials, background, physical address, or contact email. Even though these factors have been proven off line winners
for years, Internet users have no worries at all about being ripped off by scammers. This IS the 21st Century after all!
9. "Make Your Reader Hunt for 10 minutes for Your Price"
I'm not saying you should publish your price above your headline. Too soon and you may blow the sale. But whatever
you do, make it so difficult to find that it's invisible.
Don't worry about the well known buyer's habits of scanning your Headline, your Price and your PS. Invisible Copywriters
try to force their readers to scan through loooong pages, click to 'Order Now' page - then read more copy, click to
the Order form, and hide the price halfway down the Order Form itself.
The theory behind this strategy is that their readers are different to 'normal' buyers, and never have a suspicious
thought in their heads.
10. "One P.S. is Not Enough"
Invisible Copywriters have latched on to the fact that a PS in a Sales Letter is the second most read part of the
message. So they go a stage further and end with ...
P.S.
P.P.S.
P.P.P.S.
P.P.P.P.S.
P.P.P.P.P.S.
This is probably good thinking, because having so many PS's is a subtle way of getting their readers to absorb a second
page of Sales Copy. After all, everyone reads a P.S. Very clever!
Summary.
Writing Invisible Copy is easy. Just overuse and exaggerate every proven aid to selling and Copywriting, in one excessively long and boring page of
Sales Copy, and bingo ...
It disappears!
Along with your potential buyers. So you don't have to worry about
processing orders or answering support emails.
But here's an even bigger secret that even the most prolific Invisible Copywriter doesn't know ...
It's called the Instant Invisible Sales Copy Shortcut ...
Just publish a blank web page!
It's cleaner,
Uses lots of white space,
Saves readers from scrolling and clicking through.
And it's instant - so quick you can churn out top quality
invisible sales copy at an incredible rate - with no
previous experience! You don't even need an Order Button or
an Order page, because your reader's will never use it!
In fact I spent hours designing an instant Invisible Sales Copy template for you to use whenever you wish.
Yes, I've 'spilled my Guts' to bring you the most mind boggling secret
to Invisible Copywriting ever devised! And it's guaranteed to drive
visitors away from your Website so fast, they'll need oxygen to survive
the force of the slipstream!!!! All you have to do is copy and paste it into your new
Web page. It's at http://adcopywriting.com/invisibletemplate.htm
And, yes, it's free - a genuine $777 value!
Keep smilin'.
Joe Robson.
P.S. I intended to recommend the names and email addresses of some Invisible Copywriting Gurus, but I couldn't find contact
details on their Websites.
~~~~~~~~~~~~~~~~~~~~~~~~~~
You can publish this article as long as you attach
the following ...
Joe Robson is co-author of Make Your Words Sell
with Ken Evoy, and
owner of The Newbie Club at http://newbieclub.com
You can subscribe to his Copywriting
Newsletter at http://adcopywriting.com
- one of the most respected Copywriting
tutorial sites on the Web.
~~~~~~~~~~~~~~~~~~~~~~~~~~
How DO super-affiliates do it? The answer may surprise you. Visit
http://adcopywriting.com/directory.htm
for the web's best affiliate programs and the newest secret to affiliate success. It's worked wonders for
me. -------------------------
3. "Quality Resources" Professionalism
Online. JL Scott's
International Council of Online Professionals - iCop - is an
excellent organization dedicated to improving professionalism on the Web.
I'm a Founding Member and throughout my business career, I've always
regarded professionalism and quality of presentation as the two most
important ingredients in selling successfully. JL
publishes a number of top notch newsletters, and I would advise
subscribing to one or more of them. http://i-cop.org Copywriting. I've
only met Jack Forde recently, but was immediately drawn to his easy, laid
back style, and down to earth approach to copywriting. He has a
no-nonsense way of passing on his undoubted Copywriting talents that's
easy on the eye, and even easier to digest. Subscribe to his free
Copywriter's Roundtable Newsletter by sending a blank email to ... Subscribe@JackForde.com Author's
Publishing Resource. Bob
McElwain is a very good friend of mine - but please don't hold that
against him. He has an excellent marketing site at http://sitetipsandtricks.com
which is bursting with tutorials and articles. But
Bob is also a published novelist, and has recently launched a brilliant
site where novelists can have their work published and offered for sale
online - if their work matches up to his very high standards. See for
yourself at http://actiontales.com --------------------------------
4.
Kwik Tip ... "Is 'That' Really Necessary?"
The word 'that' is grossly over used in sales copy.
At best it bloats your copy - at worst it hinders the flow.
When editing your copy, eliminate every occurrence of 'that' and see if it still scans. I'll guarantee (that) you can
eliminate most of them, and make your message better to read.
Your Copy Editor won't like it, but copywriting isn't about good grammar - it's about selling! --------------------------------- Over
150 quality ebooks and software programs for a one-time payment of just
$39 - and with resell rights? I've saved myself a fortune already at http://tncinfo.com/freesoftware
A brilliant concept that's catching on fast! ---------------------------- 5.
"The Power of Headlines" An
effective headline and sub headline should be the result of much
painstaking thought and effort. Yeah, I know, we've all read that before.
So why do so many people ignore this proven advice? I
receive a weekly email containing articles which are available via
autoresponder. And the only way I, and any other interested party, can
judge whether it's worth the tiny effort needed to click that hot link, is
from the power of the article headline. The
headline has to sell the idea of clicking the link to read more. This
is a selection from the list I received just a few minutes ago. Every one
of these articles may contain excellent advice and valuable information.
But each one is competing for attention among a dozen others, so if the
headline doesn't inspire my curiosity, my finger just won't click. Judge for
yourself ... Cute
and Clever headlines (read useless) ...
-
Either Tame The Bull,
Or, You'll Eat The Crow
-
At A Dead End? Look
Deeply Into My Eyes
-
You Want To Know How?
... This Is How!
-
Snatching Defeat from
the Jaws of Victory
-
4 Killer Steps To A
Targeted Sales Frenzy ( Invisible Copywriter?)
Now here's some other
headlines from the same list ....
-
Energize Your Sales Copy
To Increase Your Sales
-
Revitalize Your Business
To Increase Your Sales
-
How to Firm Up Flabby
Prose
The last three are neither
cute nor clever. But which ones do you think will get the most clicks? Sermon
ends! ----------------------------
Make Your Words Sell by Joe Robson & Ken Evoy, is widely
regarded as the Bible of Copywriting for the Web. See why someone described it as the Best Web Copywriting Book ever
written. Reviews at ... http://adcopywriting.com/myws.htm -------------------------------- 5.
"The Last Word" "I
notice that you use plain, simple language, short words and brief
sentences. That is the way to write English - it is the modern way and the
best way. Stick to it; don't let fluff and flowers and verbosity creep in.
When you catch an adjective, kill it. No, I don't mean utterly, but kill
most of them - then the rest will be valuable" ............
Mark Twain in a letter to D. W. Bowser, 1880
---------------------------------
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© 2002 Joe Robson. All rights
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