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1. Just Thinking ....
2. Article ... "How To Get Personal - And Sell Even More"
by Joe Robson
3. Article ... "How To Write a P.S. For Your Sales Letter That
Summons People To Buy Now!" by Mike Jezek
4 Article ... "The E-Factor: Two Ways to Instantly Get More Back
from Every Promotion" by David Garfinkel"
5. The Last Word
6. Your Subscription Details
Articles can be reprinted in their entirety, providing the author's resource details are kept intact.
_________________________
1. Just Thinking ...
Hi, great to see you again:-)
After two weeks away on a business trip to Africa, followed by
repeated computer problems which cost a great chunk of my working time, I've been hard pressed to get this month's Digest
out to you. But I've made it - just!
Now I need a holiday to get my breath back.
I'm now about 3 months behind with a new website I've been working on. When it's launched I'm sure you'll love it - WHEN
it's launched. Hmmmm ...
If you're the owner of this Copywriting site, unfortunately I didn't get very far, so I can't comment one way or another on
it's content .... http://www.thewordforge.com/
Beautifully designed pages. Pity it's so painful to read them!
Still, it's very easy to criticize.
Onward ....
Keep smilin':-)
Joe.
PS. My Website at http://headlinewriter.com
has been doing tremendous business while I've been away. If you haven't yet tried the Copywriting software you're probably as cynical as
I was when I first heard about it. All I can say is that it does exactly what I say it does - or your money back. Try it!
http://headlinewriter.com
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2. Article ... "How To Get Personal - And Sell Even More"
By Joe Robson http://adcopywriting.com
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We all know how impersonal the Web can be. Emails that rankle
because the message wasn't thought out properly. Advice on a
website by someone who doesn't reveal the identity and credentials of the writer. And the worst one of all ...
A newsletter that inserts your first name into every second paragraph!
Who would you be more inclined to buy from - a stranger who
approaches you in the street, or someone who you feel has your
interests at heart? Someone you know - by name and reputation
- or a guy in a bright yellow suit who doesn't let you get a word in edgeways, and insists on calling you friend?
Unfortunately, the Internet is saturated by guys in yellow suits, and surfers are now so cynical about hard sell tactics, they
automatically assume that just about every Internet marketer is out to con them.
So you need to get personal.
Here's a few tips on how to make your emailed newsletter more effective
...
-------- "Show Your Face"
Every Website I own contains my photograph and my name. Not
because I believe I'm handsome, suave, and sophisticated. Not for an ego trip. Not in the vague hope that Hollywood will discover
me, but because it helps my reader to identify with a real live person. It's psychological. It's Joe Robson talking directly TO
her and not AT her.
-------- "Use Her First Name Sparingly"
A good place to start is in your email subject line...
'Jean, Your Weekly Newsletter' is personal - and it commands attention.
'Hi Jean' as your introduction, helps to relax her - unless her name is Margaret!
I personally only use my reader's first name twice in my newsletters and in the subject line. Any more than that, and it
becomes repetitive and 'forced'.
------- "Write As You Speak - Almost"
I don't mean 'Hey man, what's cool?' but do try to write as if you're talking to someone you know personally. Someone you're
having coffee with. A friend you're pleased to have bumped into again. Don't worry about the grammar - leave that to the
novelists.
e.g. NOT 'Would you like to know how to organize your daily workload?'
But 'Look Jean, you do want to work less hours - don't you?'
Same number of words - different tone and much more effective.
------- "Always Write To ONE Person"
Personalizing your sales copy can dramatically increase response. But it loses its credibility if you start your newsletter with
'Hi Jean' and then say ' And a warm welcome to my 363 new subscribers this week'
Many a time I've had to rewrite a whole sentence or even a paragraph, to avoid this boo-boo.
-------- "Tell Her About Yourself"
Just the occasional reference to your personal life can dramatically improve your credibility. You don't have to write
your autobiography, but mentioning a family event, or a personal tid bit, tells your reader you're an ordinary person. A friendly
person she can relate to, identify with - and trust.
-------- "Tidy Up Your Database"
OK, this takes time, but the increased effectiveness of your newsletter will more than compensate for the effort involved.
Go through your database and correct the typos made when your
subscriber signed up. Things like ...
Harry - not harry.
Sandie - not Sandie Everette-Marshall.
Delete Micky Mouse - he's not serious anyway. Unless you feel
comfortable writing to a Disney cartoon character who only signed up to get your free ebook!
If you have a large database, hire a college student to go through it for you. All the time and effort you applied to
writing your ezine will be completely wasted if your message contains a name that sounds foreign to your reader.
Because THE most powerful word in your reader's vocabulary is his
first name.
He'll respond to it in a crowded room, at a football match, and on a radio playing in the background. So use it to your
advantage.
But use it with care!
Keep smilin'.
~~~~~~~~~~~~~~~~~~~~~~~~~
Joe Robson is co-author of Make Your Words Sell with Ken Evoy
http://words.sitesell.com/myws/
and owns The Newbie Club at
http://newbieclub.com His universally respected Copywriting
tutorials Website is at http://adcopywriting.com
~~~~~~~~~~~~~~~~~~~~~~~~~
--------------------
Quote by Joe Robson ..
I learned more about Internet Marketing - real in the trenches
profitable stuff - from this incredible book, than I have from
any other book I own. Amazing! http://tncinfo.com/truth.htm
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3 . Article ... "How To Write a P.S. For Your Sales Letter That
Summons People To Buy Now!" by Mike Jezek
--------------------------------
How would you like to immediately supercharge your sales letters
with the power to summon people to buy now? If you're like me, you'd love that. Today, in this fascinating article you're going
to discover the overlooked power inherent in the P.S. of a sales letter.
It's been said that a well-written P.S. can triple the response of a sales letter. You may see a 300% increase in response when
you use the following P.S. themes.
Let's take a look at the various types of P.S. you can write to make your sales letters even more irresistible.
Restate the offer in the P.S.
Describe the guarantee in the P.S.
Describe a free bonus in the P.S.
State that the offer is tax deductible in the P.S.
Describe a new benefit your prospects will love in the P.S.
Write about your price advantages in the P.S.
Emphasize your U.S.P. in your P.S.
Describe a new bonus your prospects will love in the P.S.
Summarize what people are receiving and close them again in the P.S.
Use an endorsement as a P.S.
Use a testimonial or list several testimonials in your P.S.
Hit on the main benefit again in the P.S.
So how many P.S. s should you write? It all depends on your style of writing copy and whether or not it would be appropriate
for the offer at hand. You would simply need to test to find out what worked best.
So what is the magic behind a powerful P.S.? As you may have heard, the P.S. is the next best read part of a sales letter next
to the headline. I personally believe that a P.S. derives it's inherent power from the position it has in the sales letter. A
person may assume that since they've read through the body of the letter and it's headline that they made it past the sales
argument. And that the P.S. is nothing more than a few extra details the author of the letter is trying to make aware to his
readers at the last minute.
Also the P.S. may be seen as the summary of the letter and is perceived as less threatening therefore sales resistance is lower
at that portion of the sales letter.
Bottom line: Using one of the above types of post scripts spend a lot of time working on writing a captivating P.S. full of
excitement and enthusiasm that demands action. In fact, after you spend a lot of time working on writing headlines, you may
want to next start on creating a dynamite P.S. for maximum effect.
------------------------------------------------
Copyright 2002 Mike Jezek. All rights reserved Psychological Sales Letter Specialist(TM)
"$ales letters that create buying frenzies" http://www.irresistiblecopywriting.com
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4 Article ... "The E-Factor: Two Ways to Instantly Get More Back
from Every Promotion" by David Garfinkel
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Allow me to introduce you to the mysterious "E-Factor." It's mysterious because it has two meanings.
Both meanings will help you get more business from any promotion
you do. So without further ado, here's how you can use the
"E- Factor" to make more money:
Put "E-Factor" in your testimonials and copy
Did you realize the very best source of new business is almost always a prospect who has been referred to you by a friend or
trusted business advisor? It is. Think about this in your own life. When you need an accountant, or an attorney, or a doctor,
or for that matter a hardware store in a new town, you'll probably turn to someone you know, whose judgment you trust, to
refer you to the service or product provider you're looking for.
OK. But what does that have to do with direct mail and Web promotions?
A lot. People are always on the lookout for sources of advice they can trust. However, since you can't always rely on giving
every prospect for your business personal recommendations from the prospect's friends, neighbors and advisors they actually know
and trust, you do the next best thing: You give them copy with recommendations from people who seem like the people they know
and trust.
How? By putting testimonials and case studies in your copy involving people who will fill the role of trusted friends and
advisors.
Many marketers do this but they don't get the desired effect.
Why? Because they haven't put enough productive effort into the
research that pays off. This is in-person research - especially
one-on-one "casual" research, as opposed to formal focus-group
research - with their actual customers, and people who are a lot like their customers.
This high-payoff research gives you in-depth working understanding of how your prospects think and act in the world -
and how they look at things and make decisions. When you have this understanding and you weave it into the language of your
descriptive copy and your testimonial quotes, it's called "empathy."
"Empathy" - that's the first meaning of "The E-Factor." Increase
empathy in your copy and you'll increase sales.
Profit from the second meaning of the "E-Factor" as well
There's another, equally important meaning. Before I tell you what it is, let me give you a big, fat hint. In his book The
Entertainment Economy: How Mega-Media Forces Are Transforming Our Lives, author Michael J. Wolfe points out that American consumers
put 8.4% - about one dollar out of every 12 - into some form of entertainment. Currently, that adds up to $480 billion a year.
As a side note, Hollywood productions - films and TV shows - bring in the second largest amount of money from overseas back
into the U.S. economy, after aircraft sales.
Yes, the other meaning of the "E-Factor" is entertainment. It's huge. And it applies to marketing and selling. As the late (and
great) David Ogilvy reminded us, "People will not be bored into buying."
But beware. Many a copywriter less talented and, more importantly, less thoughtful than Mr. Ogilvy has made the fatal
error including humor, fantasy, drama or thrills in a promotion in such a way as to not specifically move the sales process
forward.
And that's dangerous. Even deadly, sometimes. Here's why: When
you include entertainment, people's attention will invariably be drawn to it over anything else. And when entertainment does not
directly support moving the sale forward, then it automatically detracts from the sale.
There are dozens of examples. The lying Isuzu salesman. Sales went down. "Plop-plop, Fizz-fizz." Sales went down. I'm sure
you have your favorites of entertaining ad campaigns that bombed. Now you know why.
Entertainment isn't bad. But not painstakingly linking the entertainment to the forward motion of the sale is bad. Very bad.
So, how do you add entertainment value in such a way as to
increase the sales effectiveness of your promotion? Several ways:
- Tell a dramatic story where your product is the hero and saves
the day for the human involved. My favorite example of this is the newspaper ad for Joe Karbo's legendary book "The Lazy Man's
Way to Riches."
In the ad, Mr. Karbo talks about his "Lazy Man's Way" which he promises to reveal in the book he's selling. He tells how,
before he knew the "Lazy Man's Way," he used to work 18-hour days, 7-day weeks and was still perpetually in debt. But after he
learned the "Lazy Man's Way," he became financially independent by working less and in fact became very wealthy.
This incredible ad combines drama with sales power in an unbeatable way. And it worked! The ad sold 3 million books by
mail order!
- Use humor that adds emphasis to the value of your product or
service . When you get past the laughter, most humor in ads just
shows off the cleverness of the creative team who created the ad.
(You might say it also shows off their lack of concern for creating sales.) A positive example, where the humor shows how
the product is so worthwhile, is the old (and very successful) series of Seinfeld commercials for the American Express Card.
- Use exciting, colorful language in testimonials when customers are talking about the virtues of your product. But make sure it's
believable. And don't make fun of the fact that you're selling something, any more than you would go to target practice and fire
the first shot into your own foot. At all times, keep your eye on the target - increased sales!
So let's review. How can you use this information to make more sales in every promotion? Take stock of its Empathy and
Entertainment Value. Be single-minded. Take out everything that takes away from the sale, and keep in - or boost and strengthen -
everything that furthers the sale. Build the strongest possible promotion at every point along the way - and watch your response
rate soar!
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Copyright David Garfinkel. All rights reserved. David Garfinkel is widely recognized by many "marketing gurus" as their secret
weapon. That is, he is known as "The World's Greatest Copywriting Coach"; because, he can, like no other, teach you how to turn
words into cash. http://www.killercopytactics.com
--------------------------------------------
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--------------------------------
5. "The Last Word"
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"Think before you speak, and then speak clearly and distinctly. Face the customer directly, lean forward, smile
and relax."
------------ Brian Tracy
---------------------------------
Read the previous Digest here ...
http://adcopywriting.com/digest/104.htm
---------------------------------
6. "Your Subscription Details"
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