Joe Robson
The Copywriter
who 'Gets the Net'

"Issue 110  February 5th  2004"
Published by Joe Robson http://adcopywriting.com  
Founding Member of 'The International Council of 
Online Professionals'  http://tncinfo.com/icop.htm  
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Previous edition is at http://adcopywriting.com/digest/109.htm 

Please forward this Newsletter to friend - Thank You!

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Home Page

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1. Just Thinking ....

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Hi, I'm back again - bright eyed and bushy tailed:-)

Hmmmm. I wish I was!

The fact is I really need a holiday, because I'm such a workaholic I've had my nose to the grindstone far too much these past few months.

Still, January saw the best ever month in sales for my Newbie Club site at http://newbieclub.com  since it was first launched in August 2000.

New products, fresh Sales Copy, and a new marketing approach, has
increased turnover - and profits - by over 100% in the past 4 months. And all by thinking outside the box, and getting back to the basic sales motivators that have worked offline since Adam was a boy.

The Web is different in many ways to offline direct selling. But the basic concepts of Copywriting and Marketing still hold true. And it's very easy to get so involved in all the 'fashionable' Internet Marketing ploys, that we forget the basic principles of Marketing...

* Understand your Ideal Customer

* Give your customers what they want.

* Give them an incentive to buy NOW.

* Make it a Win-Win deal.

* Deliver a quality product at an attractive price.

Simplistic? Maybe. But it works!

The hardest part is applying them!


------- "My Latest Copywriting Product Just Launched"


This month sees the release of my latest offering, called The Headline Writing Master Course.

It's a massive library of extremely High Quality Headline Writing and
Copywriting Books and Audios from some of the World's Very Best Copywriters.

It took many months to put together and I truly believe that you will NOT see anything better anywhere else - Period!

It's at http://www.headlinecourse.com/special.htm 

I'm not pitching this hard because I believe the Sales Copy itself explains in great detail how VITALLY important the Headline Writing Craft is to your Marketing efforts.

So if you seriously wish to substantially increase your Marketing Results, this Course will show you how. Step by detailed step.

Here's just one of the Testimonials I've received ...

"Good grief, Joe! Your 'Headline Writing Master Course' is a college education on headline writing! Need a quick idea - it's there! Need in-depth study - it's there! Start from scratch - start over - it's ALL there! But then, there's nothing like picking the 'real' pros to teach us the 'real' deal. Another great product put together by the master himself! Fabulous!"
jl scott, ph.d., Director www.i-Cop.org
International Council of Online Professionals (iCop)


That's it for now.

Keep smilin',

PS. Sorry but I forgot a really important point ... Until February 20th you can SAVE $20 DOLLARS off this Unique Course. After that the introductory offer ends - Definitely! http://www.headlinecourse.com/special.htm

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2. Article ... "Empathy Sells"
By Joe Robson http://adcopywriting.com 

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What's the key to creating maximum Conversion Ratios?

Targeting the Best Audience!

How do you target the Best Audience?

Research, research, and more research!

I've said it so many times to my clients ...

"For an experienced Copywriter, the actual writing of the Copy is the easiest part. The most time consuming and laborious part is the research needed for your marketing piece."

Unfortunately, that's not the most enjoyable part, so many marketers skip it.

Big, big, mistake!

You sell more if you understand your customer's mind-set. What makes him tick? What's his biggest problem? Why is he reading your Sales Message?

What does he WANT from you? NOT, what can you offer to him?

Only when you know those answers, can you focus your Copy on the
needs and wants of ONE precise person.

There are many ways to research your target Customer, but the best way is to use ...

Empathy!

How would YOU feel if you were in his situation, sitting there in his home or office, reading your sales message for the very first time?

Frustrated? Cynical? Despondent? Excited? Relaxed? Uptight?

Yes of course you must solve his problem, but you won't achieve that simply by offering a book, software, or a Cashmere sweater. You must first of all gain his trust by appealing to his emotions - not his logic.

And you can best do that by identifying his state of mind, reassuring him that you understand his REAL needs, and offering to solve his problem.

For instance on my Newbie Club Site at http://newbieclub.com   I
promise to end her FRUSTRATION - not just to teach her how to use
her computer.

So when your Ideal Customer reads your message he has to be saying to himself "Hey, you're talking about ME fella - tell me more"

And only good research enables you to do that!

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You Can Reprint this article in its entirety if you include this
resource ...

Joe Robson Writes Sales Copy That SELLS - Period!
http://adcopywriting.com  http://newbieclub.com 
http://headlinewriter.com  http://headlinecourse.com 

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3.   "UK Marketing Seminar"
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I'll be doing another Copywriting Spot at Peter Twist's next UK Marketing Meet if you're interested.

Last month's was a huge success, and I made some terrific contacts. It's on Sunday February 8th in Birmingham at the Hilton Metropole near the NEC, link below.

The day will run something like this;

9am Coffee and registration
10am Special Guest Frank Garon
1030 Peter Twist introduces delegates
1100 Guest speaker(s)
1200-1400 Lunch and networking
1400-1600 Guest speakers
1600-1700 Wrap up/ questions & answers
1700-1800 Networking

http://www.successcity.co.uk/feb82004/joe.htm 

If you manage to make it, introduce yourself and we'll have a good old chin-wag:-)
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4. Kwik Tip .... "Quotes And Caps Increase Impact"

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.......... Always enclose your headline in quotes.

.......... Always capitalize each word in your headline

---------- "Always Enclose Your Headlines In Quotes"

See the difference?

No?

Try wearing your reading spectacles:-)

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-------- "Still Waiting To Build Your First Website?"

Joe Robson's First Website Builder has been used by thousands of people in 107 counties around the world. And the recently released new version V2.1 contains even more tutorials and custom designed software that makes it even easier! That's why it sold over 500 copies in the first 7 days   http://newbieclub.com/builder 

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5. Article ... "5 Reasons Why Headlines Are The Single Most-
Important Part Of All"  Copyright by Robert Boduch

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Are you maximizing your marketing results by using headlines at
every opportunity?

Without a powerful headline, your message stands little chance in an increasingly competitive marketplace. If your headline doesn't capture attention and pull prospects inside, the rest of your marketing effort is meaningless.

Nothing is more important to getting your message noticed than your headlines. If you're not allocating a sizable percentage of your time and creative effort to your headlines, you could be losing out on a large chunk of business.

Top copywriters understand this concept well. They know how essential it is for the headline to capture attention by literally stopping prospects in their tracks. Here are five good reasons why headlines deserve greater emphasis and attention.

1) "Headlines Are Natural Attention-Getters"

We all have a tendency to read headlines first, before delving into any body copy. They stand out visually, thus compelling people to pay attention to them first. Headlines act as leads that are set above and separate from the rest of the text. This naturally attracts the eye of the reader and pulls him towards the headline.

According to advertising legend David Ogilvy, 5 times as many people, on average, read headlines as read the body copy of an ad. With 5 times the readership, headlines have a unique opportunity to make any message many times more successful.

2) "Headlines Serve As Valuable Guides"

Headlines tip off readers. They provide a clear signal to help readers decide whether they should stick around for the full message, or dash off to something else that's better suited to their own special interests.

As a quick summary of the entire piece, headlines either attract continued interest and readership, or they repel it. Without a headline, the reader is forced to wade through a portion of the text to understand the meaning. When you force readers to do this, you risk losing them altogether. In effect, having no headline will cost you at least 80% of your potential audience!

3) "Headlines Prepare The Reader For What's Coming"

Headlines fuel interest. They start the reader's motor running. A good headline sets up a feeling of expectation as the reader anticipates discovering more and can't wait to get it!

Successful headlines address a specific audience. They open the reader's mind to new possibilities and expand his level of enthusiasm and interest. The best headlines involve the reader in some way which virtually guarantees sustained attention-- at least until the reader finds the information he seeks, loses interest, or places an order.

4) "Headlines Simplify The Learning Curve"

Every headline serves to introduce whatever follows. As an opening or a lead-in, the role of the headline is to succinctly communicate the essence of the message it precedes.

Effective headlines and sub-headings reveal key bits of information often with the added power of emotion. A review of the various headings alone can often provide one with the gist of a given message. This makes it faster and easier to understand and remember.

When you make it easier for your prospects to read and comprehend
your messages, you increase the chances of your own success.

5) "Headlines Allow You To Deliver Your Biggest Bang Up-Front"

You have the opportunity to capture attention and interest at the outset, by using your most appealing selling point in the headline. If your strongest, most desirable product attribute fails to pull prospects in, surely nothing else you could ever say would do the trick, either.

The stronger your headline, the more readers that are exposed to your message will read on. Create every headline to command attention and inspire interest. The more alluring and irresistible you can make it, the more genuine prospects you'll attract and ultimately, the better results you'll achieve.

Headlines are powerful marketing tools when used correctly.

Take a good look at the headlines you're using in your own ads, brochures, sales letters, and web pages. Keep an eye out for additional headline and sub-heading opportunities. Make your headlines impossible to miss and difficult to ignore and watch your results soar!

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Robert Boduch is the author of Great Headlines Instantly!.. How To Write Powerful, Attention-Grabbing Headlines That Pull In More
Prospects, More Customers And More Profits, NOW! which features
hundreds of helpful tips, techniques, strategies, and hands-on formulas for writing successful headlines for any purpose, on demand. http://www.headlinesecrets.com/headlines 

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Note;

Robert Boduch's Best Selling book is just ONE part of Joe Robson's 'Headline Writing Master Course' at http://headlinecourse.com

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--------- "Top Quality Freebies"