Joe Robson
The Copywriter
who 'Gets the Net'

http://joerobson.com  

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"Issue 116 January 28th 2005"
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/115.htm 

Please forward this Newsletter to friend - Thank You!

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2 weeks ago I offered my Newbie Club Members a free software gift just for visiting my Brand New Supersite created by that programming genius Joe e Clayton. I do hardly anything to it. He creates and uploads the products, and I just send traffic.

Well hundreds took up my offer and I wasn't surprised to see over 5% of those visiting and downloading their free gift also bought something from the range of over 100 products on there.

That's a 5% conversion ratio and I never tried selling anything!

One of the best investments I've ever made is that Supersite - and by far the easiest to run - I don't do anything - hardly!

Take a lookat it at  http://tntwebtools.com  Scroll to the end of any Sales Page to claim a free software gift. No it's NOT the one on sale on the page - I have to make a living:-)

Look out for my announcement of a MAJOR collaboration between myself and Joe Clayton with a product that solves the biggest problem most Newbies encounter.

OK, want to see Joe Clayton's sneak preview?
 http://www.tncinfo.com/softshops-preview 

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That's it, I'm out of here!

Keep smilin':-)

Joe   http://joerobson.com 
P.S. Before you do anything - go to http://tncinfo.com/uk2005ac   If nothing else you will see why one person signed up saying, "I HATE long copy. Yet once I started reading yours, I just couldn't stop reading. It must be the best Sales Letter I have ever seen. In fact it IS - I'm putting my money down, and I want you to teach me how to write just like that!"

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Mike Litman's almost free CD and ebook is incredible. Get yours at http://tncinfo.com/litman and just pay the postage and shipping.

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2. Article ... "Better Copy: The Interview is the Key"
By: Neroli Lacey

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Most of us spend our days persuading others to buy our service, product or idea. Here is how to create powerful marketing copy to make your job easier: INTERVIEW YOURSELF.

If you hired a writer to create the copy for you, he/she would likely start by interviewing you. He would ask every question he could think of about your subject and keep probing until he found illuminating answers. You could find a colleague to help in this endeavor. Or, if you are feisty, you can interview yourself.

Write out a series of questions about your subject. (I’ll suggest what kinds of questions below). Then ask your colleague to pose these questions to you and record your answers. Or you can write your own answers down.

The key to interviewing is to keep probing. If an answer doesn’t make sense, say so. I understand that your clients need to create strategy at the corporate level, but I don’t understand how your software is going to help them do this. If you don’t believe an answer, say so too. Keep asking for further and better particulars until you get answers that interest you and which you believe in.

-------- SOME QUESTIONS TO ASK YOURSELF

Here are some high-level questions to ask yourself.

What is the business problem?
Can you describe the problem in plain English?
How did the problem arise?
Is it a new problem?
Why is it hard to solve?
Why hasn’t anyone found a solution to it yet?
Does your client know he has this problem?
Is he willing to pay the price in time or money to solve his problem?
What is his key concern?

What is your solution?
What services / products do you offer to solve his problem?
What benefits will these produce? (This is the hardest question to answer. It means going beyond the features we offer and really understanding the solution from the clients’ viewpoint.) If you are going to work on producing only one answer, this is the one to work on.
Which benefit is the most important? (This will be your core message).

Why should your client trust you to solve their problem?
Who are you?
How long have you been in business?
What can you say about the stability and creativity of your organization?
Who are your clients?
Is your service unique? If not, why is it better than others’?

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Do you have a robust marketing plan to execute against? How clear and persuasive is your website, brochure copy or direct mail? Call Neroli Lacey NOW to win more business TODAY. CALL ++ 612. 215. 3826 NOW or email   neroli@beyondcommunications.com  

Please visit my website: http://beyondcommunications.com 
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3. Article ... "How To Make Your Web Copy Better"
By David Mira

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One of the biggest mistakes you can make when creating a web site is to take large chunks of copy from your existing marketing materials (ads, brochures, sales letters etc.) and cut and paste them onto your web pages.

What you have to understand is that the internet is different from the world of print and it’s a medium that web visitors are still getting used to. For most people, reading from a computer screen is not an enjoyable experience, and some find it downright
uncomfortable.

No wonder users are impatient and skim on a whim. That’s why the vast majority of web users (over 79%) scan the text looking for information that interests them. Very few read each and every word.

Another revealing fact is that users read 25% slower on a computer screen compared to reading from a magazine, newspaper or a book. So if people read more slowly and are scanning too, you have to create web content that’s easy and inviting to read.

MAKE EVERYTHING SHORTER

One of the quickest and easiest ways to improve web copy is to shorten long paragraphs. For example, if you have a paragraph that’s 12 lines long, break it up into two or three short ones. And if you need to write about many different items, use a
bulleted list ...
* interesting fact number one
* fascinating fact number two
* remarkable fact number three

Also, use short words and short sentences. They’re easier to read than long ones. And, if you want to emphasize a point within a sentence, put it in bold type or highlight it with color. Use these techniques sparingly. If you overdo them, your page will look visually messy and will discourage people from reading it.

Although it’s best to keep pages and paragraphs short, there are times when you’ll want to expand upon a topic. That’s when links come in handy. Just put a "Continue" or a "Read more" button at the end of a paragraph, then you can take your reader to a new page devoted solely to your topic. Again, don’t overdo higher links . Too many of them on a page are distracting and will weaken the impact of your main message.

WRITE 'USEFUL' HEADLINES

Journalists and copywriters frequently use cute, clever headlines to capture the attention of readers. But research shows these types of headlines are not effective on the web. The cuteness of the headline goes over the head of the reader because he or she is far too busy scanning. So avoid puns, clichés and metaphors. Be simple and direct and write in simple, plain English. And make sure your headlines offer the reader a benefit or useful information.

Another consideration is keywords. After you’ve researched and found the best keywords for your business, place them in your headlines and sub-headings. What’s more, if people have to come to your place of business in order to do business as is the case with doctors, lawyers or dentists, make sure your location is integrated with your keywords. For example, a lawyer from Texas whose keywords are divorce law and divorce lawyer might use a headline like this:

Dallas divorce lawyer reveals the facts about Texas divorce law.

Also, weave your keywords throughout your body text, especially your opening paragraphs. Keep in mind: the best keywords are two or three words phrases not single words. (Useful keyword research tools are Wordtracker www.wordtacker.com  and Overture - www.inventory.overture.com/d/searchinventory/suggestion 

DON'T SHOUT AT YOUR READER

We’ve become accustomed to TV and radio announcers ranting and raving on the benefits of their products or services.

But when writing for the web, hyperbole comes across as hype. Therefore, don’t shout. Talk to your reader in a reasonable voice as if you were talking to a friend. Avoid words like stupendous... awesome... breathtaking. People are skeptical of
exaggerated claims; you’re much better off being understated rather than overstated.

The best way to make your web content persuasive is to use true facts as many as possible. Pile one interesting fact on top of another, till you end up with a strong, compelling sales story. Also include testimonials; praise from unbiased third parties
makes your content more convincing.

CREATE AN ENVIRONMENT PEOPLE FEEL GOOD ABOUT

Customers won’t buy from people they don’t trust. So it’s imperative to create an online environment that’s trustworthy and friendly.

Make sure your navigation links steer people in the right direction.

Stress the benefits of your product or service clearly and succinctly.

Avoid overly complex Return Policies or self-important Mission Statements.

Include a Privacy Policy if you gather information about your customers.

Include a Contact Us page which, in addition to your e-mail address, provides the company’s mailing address, phone number, and the names of key members of your management team.

Above all, understand the mind set of your reader – be empathetic. And convey through your copy that you care and can provide solutions to your reader’s problems.

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David Miranda is an award-winning copywriter with over 25 years experience. David heads Miranda Writes, a copywriting service that helps small and medium-sized companies increase sales and profits by creating persuasive marketing materials and web site content. Contact him at david@mirandawrites.com 

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Joe Robson's 'Headline Writing Master Course' is an astonishing library of ebooks and audios from some of the World's Very Best Copywriters and Marketers. You won't believe how much explosive
information it holds until you read about it here .. http://www.headlinecourse.com 

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4. Article ..... "Using Emotion for Persuasion"
By: Robert F. Abbott

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The other day, I received the last issue of a business magazine before my subscription runs out. Now, I like this magazine, but I'm swamped with reading matter so I won't renew.

Of course, I've received many reminders and offers about renewing; magazines try very hard to keep the subscribers they've got. So when the last issue came with a special promotional wrapper on the cover, I wasn't surprised.

But, what made this one interesting was a clever piece of copy that hit an emotional chord: inside the back cover of the special wrapper were the words, "You're about to be dropped from our list of active subscribers. Unless you act now."

Personally, I thought it was an effective piece of copy (even though I still won't renew). It made an emotional case for what is essentially a business-to-business offer.

Many people who write persuasive copy, whether in sales letters or internal memos, say the rest of us underestimate the power of emotion in getting the response we want from our messages.

There's a sort of rule of thumb that goes like this: Consumers buy on emotion and justify on reason. In other words, we, as buyers, think we're being rational in making a decision to purchase, or in choosing among different offers, but in reality we make the decision with our hearts and then justify that decision with our reasoning powers.

In the case of the magazine copy, I was about to be dropped -- Imagine! Me being dropped! -- from the list of active subscribers. I'm not sure what active subscribers are: do they also have passive subscribers? But, the meaning comes through. I'm about to get dropped from an exclusive club unless I act now.

Which is where the emotional factor kicks in. Who wants to be dropped? Isn't that like being in high school again and not wanting to be excluded from a popular group? Isn't there an eternal desire to belong?

With this appeal to my insecurities and ambitions, the copywriters have forced me to think about my decision not to renew. I can't just make a 'business as usual' decision; it must be a personal as well as business decision. And when a message gets 'personal,' it demands more involvement from the reader or listener. More involvement, in turn, means more attention to the message, making it more persuasive.

If you sell, this idea won't come as much of a surprise. But, if you try to influence behaviors in other ways, you may wish to add emotion to your communication toolbox. It's something you do by getting 'personal,' by tapping into the hopes, fears, or aspirations of those with whom you're communicating.

Of course, we must use emotion ethically and responsibly. If you plan to use it, step back and ask yourself how you would respond if someone else directed that kind of a message to you. That's always a simple but helpful litmus test.

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Robert F. Abbott writes and publishes Abbott's Communication Letter. Each week subscribers receive, at no charge, a new communication tip that helps them lead or manage more effectively. Click here for more information:
http://site-fuel.com/?abbottr-emotion 

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"Confessions Of A Website Copywriter"

The First 'Complete Guide' to Creating Website Sales Letters That Sell Like Nothing You've Seen Before!

"Reveals More Than MYWS"...
Dan Thies

Click Here NOW!

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5. Article ... "How to Guarantee Your Way to Greater Direct Marketing Success" By David Garfinkel

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You know what happens before a client pulls out their wallet or checkbook? They hear a little voice in their head asking, "What if something goes wrong?"

It doesn't matter whether that prospect is just about to buy a cheap paperback novel or a million-dollar yacht--the question is always the same. But the impact of the question will be different, depending these three factors:

- Factor #1: How much money is involved.
- Factor #2: How important the purchase is.

- Factor #3: How many other people will be affected.

The greater these factors are, the more troubling the question "What if something goes wrong?" will be inside the mind of your prospective client.

Wow-- that really puts you--as a direct marketer-- in a corner, doesn't it? Like the corner at the intersection of Nervous Customers Avenue and Stalled Sales Boulevard. But I'll show you a way to get things moving again--a number of ways, in fact.

Start with this proven balm to calm your prospects' jumpy nerves:


---------- Provide more reassurance to your prospects.

It's human nature that your prospects are worried, especially if they're buying by mail, phone or over the Internet. They need reassurance that what they're doing is not risky. Of course you know this, but, have you ever thought what would happen if you
increased the level of reassurance you offer your customers?

I'll tell you what would happen. Sales would increase at the same time.

So it might be worth considering. But how do you increase the level of reassurance you offer your customers?

Two of the easiest ways to do this right away are to strengthen and lengthen your guarantee. Here are the details:


---------- Make your guarantee stronger.

Just as with headlines, guarantees aren't nearly as powerful in attracting additional customers when the guarantee is stated in a merely factual and logical fashion.

Of course, a factual, logical and explicitly stated guarantee will be more effective in promoting sales than no guarantee at all, or a guarantee that is merely mentioned but not described.

However, a guarantee that is both clearly explained and vividly dramatized is simply the best of all. Here are two examples for a hypothetical product, the Soothie-Lounger Massage Chair, to show you the difference between the two ways of stating a guarantee.

......... Example 1:

"The Soothie-Lounger Massage Chair is fully guaranteed for one year. If you are not satisfied for any reason, let us know and we will arrange for return shipping and refund your entire purchase price."
Factual, logical, descriptive--that's good. But compare it to the following:

..........Example 2:

"The Soothie-Lounger Massage Chair is fully guaranteed for one year. Use it at the end of a rough day to gently massage away your tensions. Turn watching TV into a relaxing stress-reduction session. Take a nap in the Soothie-Lounger and wake up refreshed like never before.

"Try the Soothie-Lounger for a full year. If for any reason you are not fully satisfied, all you have to do is give us a call toll-free and we'll take care of the rest for you. We'll even arrange for return shipping as well as refund your entire purchase price. That's your no-hassle, unconditional one-year money-back guarantee."

See the difference? By dramatizing the guarantee, it becomes more memorable and more compelling. In short, stronger.

Action: First, make sure you've explained your guarantee clearly and completely in a factual way that's easy to understand. Then, dramatize the guarantee by suggesting uses of your product the customer can measure through experience to determine their
personal satisfaction with, and/or the performance of, the product.

-------------- Make your guarantee longer.

A friend of mine sells unique, very powerful specialized business information by mail order, and he offers a lifetime guarantee. His product is a good value for the money, and his customer service is first-rate. He's sold over 2 million products and he says he can practically count the returns on one hand. He also says experience has shown over and over that the longer the guarantee, the fewer the returns.

Will this work in your business? Probably. Better guarantees typically increase response rates. The percentage of total orders returned usually either stays the same or in some cases actually declines. If you were selling 100 units for every mailing before
and getting 5 returns, you might sell 200 units with a greatly improved guarantee and get perhaps 10 returns, or less, for the same size mailing.

What you should focus on is not doubling the returns. Those returns were going to happen sooner or later anyway. What you should focus on is getting twice as many sales for the same mailing cost--and getting more than twice the profits, since your
fixed mailing cost stayed the same.

Action: Test a longer guarantee on a portion of your promotion, and track returns. The odds are very good that returns will stay even on a percentage basis. They may actually decrease.

To sum up: As an entrepreneur, you might believe that the last thing you should be worried about is the fear your customers feel right before they buy. But, in fact, taking the time and making the effort to calm that fear--before it can ever become a
problem--is one of the smartest business moves you can make.

Why? Because as people grow to trust you and feel more comfortable about you, they will buy more from you, refer more of their friends to you, and even involve you in opportunities you probably never imagined could happen. And it all starts with the
reassuring manner in the words you use and the actions you take.

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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.davidgarfinkel.com/  One of David's best Sellers is also on Joe Robson's site at http://guruspeak.com 

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

"Can You Really Make a Living on the Net?" YES, YES, YES. And you can find out how right here with Jim Daniels' complimentary 5 page guide ... http://tncinfo.com/malo.htm  Very, very, highly recommended.

Have you read about Joe Robson's New Project? 
It's enough to make a 'Guru' weep.:-) http://tncinfo.com/uk2005ac 

Newly Updated FREE Netwriting Masters Course. Want to sell more? Write better? mailto:wordstwms@sitesell.net 


Get your own Affiliate Directory for your Website. It's worked a treat for me for over a year now, and you can yours from http://newbieclub.com/tncdir 

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6. "The Last Word"

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"The definition of a competitive advantage is:

Something the customer considers very important, at which you or your company excels. Competitive advantage is the most overlooked issue in customer service. And sales."

.............. Jeffrey Gitomer
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7. "Your Subscription Details"

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........© 2005 Joe Robson. All rights reserved

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