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1. Just Thinking ....
2. Article ... "There is No Such Animal as
Creative Sales Copy"
By Joe Robson
3. Article ... "How to Critique Your Own Yellow Page Ad"
By Lynella Grant
4. Article ... "Do Something Different: Stand Out and Step Up
Your Profits" By Michael Angier
5. Article ... "Three tips to improve your writing rhythm"
By Michele Pariza Wacek
6. The Last Word
7. Your Subscription Details
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1. Just Thinking ....
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Hi there, good to have you here:-)
I'm doing a One Day Copywriting Workshop for Peter Twist's Mastermind group this Saturday in Birmingham UK. Usually this is
a closed session but some Mastermind members cannot attend as it's Easter. So Peter has a couple of One Day tickets available
if you're interested.
Email Peter at mailto:petertwist@powercomm.co.uk
for info. Tell him I sent you and he'll knock 50 quid off.
It promises to be a great day, and I rarely do one day workshops these days so I'm looking forward to it.
Could be a bit late notice, but it's on Saturday March 26th.
----------------
Most marketers and newsletter publishers take pride in publishing testimonials about how great their newsletter is and how
wonderful the content and so forth.
Nothing wrong with that - I have a bundle of them on my hard drive somewhere. But see no point in publishing a testimonial
promoting a newsletter to someone who is already a subscriber.
I mentioned that same point some time ago in an article and my great friend
jl scott at http://i-cop.org gave me her reason for
doing it - which I disregarded:-)
However, there are two sides to every story, and every publisher/marketer will tell you that we all get flames, or
obnoxious emails and some genuine criticism. And I'm no exception of course. It has been said that if you are never criticized you
are not succeeding.
But I never see such critical emails published - and I also understand why. So I've stuck my neck out and written an article
around a critical email sent to me some time ago. See 2) below.
---------------
My good friend Louis Allport has reintroduced his amazing special deal for my subscribers for a limited time. You can join
his membership site for only $1 for the first month, and grab some of his
fantastic products. You can only get this at
my JoesDeals site at http://joesdeals.com
Sign up as a free member then login for lots of discounts and complimentary
goodies.
AND I have persuaded Mike Litman to keep open the offer which hundreds of my subscribers have taken up since I introduced it a
while ago. His almost free CD and ebook is incredible. Get yours at http://tncinfo.com/litman
---------------
That's it, I'm gone!
Keep smilin':-)
Joe
P.S. Have you read about the revolutionary project Joe Clayton and I have launched? It's got some 'Gurus' very worried:-)
http://ibsoftshops.com
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2. Article ... "There is No Such Animal as
'Creative' Sales Copy"
By Joe Robson http://joerobson.com
--------------------------------------------
Creative writers, like novelists, often struggle if and when they attempt to write Sales Copy. Because to be successful they have
to 'unlearn' much about the correct use of punctuation and grammar.
Likewise I presume that Sales Copy writers will also struggle if and when they attempt to write a creative piece - like a novel.
But how important is grammar when crafting a Sales Message? How many
people really understand what a verb, noun, adjective, pronoun and other
such 'stuff' is? How many of them can remember their English grammar
lessons taught at school?
How many of us actually TALK in a
grammatically correct form?
Any, nay ALL, experienced Copywriters take huge liberties with the English language, and use words and grammar that fill
creative writers with abject horror!
The same Copywriters will also tell you that to be successful, we should assume our targeted audience (mainly) has a 10th grade
educational standard.
In other words, do not assume your target market - Joe Public - is highly educated and critical about the 'words' he reads. The
fact is that Sales Copy which draws attention to itself is NOT doing the job it is intended to do - to SELL!
So if most of your readers are noticing your use of 'big' words, and struggling to 'translate' your well crafted creative phrases
- then the impact of the Sales Message itself is lost.
Obviously you cannot be successful writing Sales Copy filled with typos and punctuation errors. But is the occasional
grammatical error
always spotted by your readers?
I think not.
Here's an email I received some time ago from one of my Copywriting newsletter subscribers, in response to a solo mailing
I sent out announcing the launch of my new Reprint Rights course at http://reprintrightscourse.com
...
------------
Dear Joe,
May I offer a few suggestions to you?
1. You might want to evaluate your use of "which" and "that." If you use "which," you need to precede it with a comma. Using
"that" requires no comma. Example: "Yesterday I officially launched my latest Course which I know can..".--this "which"
needs a comma, and no upper case on "course." It isn't a proper noun.
"Creating their own product is something which most people will
not even attempt".
--you can use "that" in this sentence. "Something that" reads better.
2. "And for some who do attempt it, they find the process
difficult, time absorbing, and frustrating."
Here I would replace time absorbing with time-consuming, since absorbing is more appropriate when used with paper towels and
other products.
3. "Well, I now own over 40 (forty) products"
--this really bugs me. It's not necessary to spell out forty. Most people recognize numbers when they see them.
4. I'm not sure why you think it's helpful to CAPITALIZE certain words in the middle of sentences. Is that for emphasis?
So Joe, while I admire your salesmanship, your copywriting leaves a lot to be desired, and inspires doubt instead of confidence. I
mean, would you take a course from someone who doesn't get the distinction between, or correct punctuation for, "that" and
"which"? You've probably made a fortune, while I'm just slaving away here in higher education-land, but at least when I put my
head down on my pillow at night, I can sleep without fearing that I've violated some important (and apparently, endangered) rules
of grammar.
Hey, by the way, I've got some writing tips for YOU, and they won't cost you a dime! If you want to know more, just email me.
And thanks, Joe. You're a real inspiration.
Carolynn xxx xxxxx
---------------
Now I am NOT saying my Copy could not be improved, and I'm NOT saying that Carolynn's comments were not correct. I AM saying
that to be a successful Copywriter you do NOT need to know the EXACT rules of grammar and the correct use of nouns, pronouns,
verbs and adjectives, If you DO know them, all the better - but it will not necessarily increase your sales conversion rate.
And sometimes it's better to deliberately ignore 'proper' grammar to
create a particular effect.
My advice to those learning how to
craft profitable Sales Copy is this ...
Get to know the kind of words and phrases that persuade people to click that darned Order Button and BUY.
And learn where and when to start a sentence with 'And'.
And learn when the use of a Capitalized word in the middle of a sentence can help
Reinforce the value of what you are selling.
And suss out why an important number on its own in the middle of a sentence will not always be spotted by
scanners - some 80% of your Website visitors!
And learn when and why you can get away with using words like "suss
out".
And come to terms with the fact that you can NEVER please everyone. But you DO have to create an impact on your smaller,
highly targeted niche market, who are probably NOT creative writers.
And when you're achieving the 5-7% sales conversion rate that my aforementioned 'offending' Sales Letter achieved, and earn
$18,000 in 14 days from it - THEN worry about the creative writing bit - if you think it important enough!
One of - probably THE - most successful Headlines of all time is the 1925 classic by John Caples ...
"They Laughed When I Sat Down At The Piano, But
When I Started To Play ....."
Fortunately John Caples knew when to ignore the
'rules' of grammar!
By the way, my sales letter is at http://reprintrightscourse.com
~~~~~~~~~
You can reprint this article only if you include the following
---------------------------
Article by Joe Robson http://adcopywriting.com
To see what Joe's been up to lately visit him at http://joerobson.com
---------------------------
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3. Article ... "How to Critique Your Own Yellow Page Ad"
By Lynella Grant
--------------------------
Forget what you know about your business Your goal is to see your
Yellow Page display advertisement the way a directory user sees it. You can’t act like you know anything about your enterprise
that isn’t there, on the page. Look at your ad without pride or being identified with your operation. If you pretend it’s someone
else’s, you can spot the flaws you’d otherwise overlook.
Mentally put the competition’s name on your ad. Does what you say apply equally well to them? If it does, you haven’t effectively
set yourself apart. When all the ads seem alike buyers think they can get the same thing from any of them (and are more likely to
select by price). The goal isn’t just to look different, but to actually be different in ways customers notice and care about.
Does the ad provide the facts readers and callers need? Directory users have already decided to buy something. So they’re looking
in the Yellow Pages to find who provides it. This is the educational phase of the buying process. As soon as a person
finds enough information to take the next step, they close the directory and move on.
Customers want information. They’re looking for some reason to prefer some business over the rest. Well-thought-through ads make
their job much easier. So give readers the precise information they’re looking for. It’s hard to do that unless you understand
your customers’ mindset and priorities. It helps to be absolutely clear about how you’re different from other businesses in the
heading.
Look at the ad as a whole
Now squint your eyes so you can’t make out the words. This lets you get the overall impression. Most ads just get scanned, so the
words themselves are only read if there’s a double-take that captures the reader’s attention.
Is the whole image pleasant to look at? Does it reveal an attractive, unique personality of the business? Is there a
business-like, competent tone? Do all the parts, from the fonts and images, to messages, all mesh and express the same
distinctive flavor?
Are there distractions from the image or message? Does every element carry its weight and support the whole mood? Fat borders
and cutesy graphics use valuable space, without much pay-off. If there’s color, is it used effectively? Does it contribute or
distract?
Notice the business name. Does it tell you what the enterprise actually does (aside from the category it’s in)? Generic names
like R&J Enterprises don’t cut it. If the name isn’t informative,
you might need a slogan or tagline - but do make it unique to you.
Is the information arranged to be easy to read? Every ad is a compromise between saying enough and arranging it to clearly
communicate an attractive impression. Does the most important information stand out? Is it easy to find (without being too
packed in)? What catches the eye first? Second? Third?
How complete is the information? Does it provide what callers are most likely to ask about? Customers are concerned about
convenience. Does the ad include crucial location, hours, extra services, parking, payment options, after-hours contact, etc.? Is
there a way for them to get extra information (like a booklet or from a Web site)? Give bonus points for that.
Look word for word. Is every one essential? Is anything important left out? Is it organized with bullets or clusters so related
information hangs together?
Next, consider the ads around it A Yellow Page ad never appears in isolation. And what goes on with the nearby ads influences the
way people respond to yours - more than the specifics of your ad. What else is on the page, and the pages before and after yours?
Be honest now, do they do a better job of grabbing the eye? Is the whole page a blur - without a clear attention grabber? And if
there is one, what makes it stand out better than yours? How can you improve on it?
Assessing your ad is the first step to making a better one The real value of critiquing your Yellow Page ad is to sharpen your
own eye to pick up the crucial differences among competing ads. Practice in other categories where you don’t have a stake. Soon
you can tell in a glance which ads have more appeal - and why.
Find free expert assistance in developing a first-rate Yellow Page ad at
http://www.yellowpagesage.com
Or arrange for a professional critique of your ad, so you don’t miss a trick.
Either way, you’ll find ample ways to improve your ad that will
improve its performance. And you will be ready when the next directory comes around.
----------------------------
©2004, Lynella Grant, an expert in visual communication. How printed materials send signals that strengthen or undo the words.
Author, The Business Card Book & Yellow Page Smarts http://www.yellowpagesage.com
Off the Page Press (719) 395-9450
---------------------------------------------------
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
--------------------------------
4. Article ..... "Do Something Different: Stand Out and Step Up
Your Profits" by Michael Angier
--------------------------------
The first step in any sales process is to gain the attention of
your prospective customer. Without doing this, there's no way to get your message across and no way to make a sale--unless it's
by accident.
In order to excel, you must differentiate yourself.
And even after you gain a customer, it's imperative you remain not only visible but foremost in their mind. You want your
customer to think of you first when it comes to buying your product or service.
Differentiating yourself from your competitors is worthy of considerable and constant attention. It will save you money,
time, aggravation and missed business.
Is this easy? No, it's not.
And that's why it's so uncommon. Standing out requires real thinking. It takes brainstorming. It requires knowing what your
customer wants. It demands knowing who you are and what you stand for. It also requires knowing your competition.
What Makes You Special?
Every person--every company--has unique skills, talents and potential to bring to the marketplace. It's critical you
discover what these are.
What special results can you deliver? How can you do it differently? What added value can or could you offer?
Get your staff together and brainstorm this question. Dig deep. Don't accept the easy answers. And keep digging.
What Do Your Customers Really Want? You might think you know what your customers and potential
customers need, and you might even be right. But what do they actually WANT?
Spend time talking with your clients. Do surveys. Make it easy for your customers to share their ideas, problems and
dissatisfactions. Listen to them.
The problems they bring up--ones they have in general and ones they have with you--are golden opportunities to help you craft
your unique selling proposition and deliver exceptional service.
How Can You Deliver Your Uniqueness in the Best Way? How can you do it faster or better? How can you make it easier
to use your product or service? How can you make it less expensive? How can you make your product/service one-of-a-kind?
How can you help your customer feel more special? How can you make your product feel exclusive? How can you be more
responsive?
What can you add to what you sell that would cost you little or no money but add real and perceived value?
Explore other industries and think about ways you can implement strategies or services from other trades into YOUR trade.
Perhaps one of the best questions to keep in the forefront of your mind is IWWCI (In What Ways Can I) increase the value of my
product/service to my customers? I have an entire notebook devoted to just this question. I'm constantly looking for ways
to provide more value to our members. I sit down with it often to review my notes and add ideas.
Doing things differently is worthy of your attention. And it's a process that is never complete. It should be constant and
never-ending.
It's also a lot of fun. It will keep your creative juices flowing. It will sharpen your thinking and increase your energy.
And it will make you more profitable while giving greater value to your customers.
--------------------
Copyright Michael Angier & SuccessNet. Michael is the author of '101 Best Ways to Get Ahead'. SuccessNet's mission is to inform,
inspire and empower people to be their best--personally and professionally. Download your fr-ee report "10 Essential Keys to
Personal Effectiveness" at http://SuccessNet.org/subscribes.htm
Explore their free access, memberships, eBooks and SuccessMark Cards at http://SuccessNet.org
---------------
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---------------------------------------
5. Article ... "Three tips to improve your writing rhythm"
By Michele Pariza Wacek
---------------------------------------
As a professional copywriter, not only do I do a lot of writing but I also look at a lot of writing. One of the things I've
noticed that sets the good/great writers from the so-so is rhythm.
What I mean by rhythm is how the writing sounds. The rhythm of the words and sentences. It's a subtle aspect of writing, one not
normally talked about, but that doesn't lessen its importance.
Unfortunately, rhythm is also tough to teach (which is probably why it isn't talked about very much). It's something felt deep
inside, like it is with music. It isn't as straight forward as pointing out a grammar error. What makes it tougher is that
everyone has their own style and own unique rhythm. However, these three tips should get you started thinking about your own
writing rhythm and how to improve it.
1. Watch out for long sentences. In fact, you might want to
consider avoiding them altogether.
There's nothing inherently wrong with long sentences. And there are times where longer sentences are necessary (see next tip but
note I said longer and not long). The problem is that long sentences have a tendency to turn into flabby sentences.
Think of a sentence as an eel. The longer it gets, the more slippery and elusive it becomes. Long sentences are sentences
just waiting to slither far away and completely out of your control.
So what's going on with long sentences? One problem is they're tiring to read. By the time readers reach the end of a long
sentence, they've most likely forgotten the subject/verb/point of the sentence. And they're probably too tired or too lazy or too
busy to go back to the beginning of the sentence and sort the whole thing out.
Another problem is long sentences lack punctuation. Punctuation is a big part of rhythm. The start and stop of a period. The
bated breath of an em-dash. Think of punctuation as your percussion section.
But when you write a long sentence, all you have to work with is the quiet sigh of the unobtrusive comma. Yes, they have their
place. But it's a subtler instrument. (Think triangle rather than kettledrum.)
A good rule of thumb is to make sure a single sentence doesn¹t go over 30 words. If it does, strongly consider breaking it in two.
Or three.
2. Vary sentence length. In music, a steady beat is usually a
good thing. In writing, it's considered one of the deadly sins. (Okay, not really. But it still isn't good writing.)
If every sentence is the same length, your writing is going to get pretty dull pretty quick. You need short sentences, longer
sentences (but not too long) medium length sentences and very short sentences.
How do you know if your sentences are all the same? Does your piece sound monotonous? Are you getting a sing-song voice in your
head when you read it? Better take a closer look at those sentence lengths. They're probably all pretty close to being the
same.
3. Sentence fragments are a good thing. Forget your fourth-grade
English teacher. Forget that obnoxious green line in Microsoft Word telling you your grammar is wrong. In copywriting, as well
as in many other forms of writing, sentence fragments are a
lifesaver. Those fragments allow you to quickly and easily vary your sentence length. Plus, they can help your writing sound
conversational. People talk in sentence fragments. Therefore, reading sentence fragments gives people the impression you're
talking to them in your own voice and your own style.
So what's a sentence fragment? A sentence that isn't complete. It's missing something noun, verb, both. It's not a complete
sentence.
Rhythm in writing is much more than just what's going on with your sentences. (Not that we've covered everything that goes
wrong with sentences.) But it's a good place to start.
--- Creativity Exercises; Get in touch with your writing rhythm
Hearing things out loud is a good way to start getting in touch with your writing rhythm. You may have heard of this technique to
find mistakes and yes, it's a good way to discover errors. But, this is also an excellent way to start getting in touch with your
own unique rhythm.
Start by reading your own work out loud. If you've never done this before, try not to be too hard on yourself. Chances are
you're going to discover all sorts of problems including too long sentences and paragraphs where all the sentences are the same
length. Make a note of what needs fixing.
Once you fix it, read it out loud again. Then read it the original way. Listen to the difference. Even better, try to feel
the difference deep inside, in your gut. Our gut is an excellent rhythm sensor.
You should also read out loud things you haven't written. And read a variety of things plays, novels, direct mail pieces,
newspaper articles, Web sites, poems. Read bad writing and read writing that's so beautiful your knees buckle. Listen to the
rhythm while you're reading. How does it make you feel? More importantly, how does it make your gut feel? Your gut will never
lie to you learn to trust it.
Copyright 2004 Michele Pariza Wacek.
--------------------------------
Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free
newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more
successful at attracting new clients, selling products and services and boosting business. She can be reached at
http://www.writingusa.com
----------------------------------
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Resources"
Some great discounts and free deals here ... http://joesdeals.com
Have you read about Joe Robson's New
Project? http://ibsoftshops.com Mike Litman's almost free CD and ebook is incredible. Get yours at
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just pay the postage and shipping.
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--------------------------------
6. "The Last Word"
--------------------------------
"It is with words as with
sunbeams .....
.... the more they are condensed, the deeper they burn."
----------- Robert Southey
---------------------------------
7. "Your Subscription Details"
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http://adcopywriting.com/digest/116.htm
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PLEASE forward this newsletter to friend. Thank You:-)
........© 2005 Joe Robson. All rights reserved
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