How to Write ‘Easy Reading’ Ads Your Prospects Will Remember

Look inside just about any advertising book, and you’re almost certain to find a section stressing the importance of easy-to-read copy.

After all, using words your prospects understand is a basic rule when crafting an effective message.

I admit, though, writing "easy reading" copy is a battle I fight every day.

One reason why is because, until recently, I couldn’t find an explanation of how readability is measured.

Sure, I understood the importance of using short sentences and simple words.

I also realized you could spell check your document in Microsoft Word and learn its Flesch-Kincaide Grade Level -- a number that corresponds with the years of education generally required to understand the text.

But I still wasn’t clear about the exact factors that determine readability. I wanted specific guidelines I could follow to virtually guarantee anything I wrote was easy to read and understand.

A couple of weeks ago, I finally found what I was looking for ...

In July, I began studying Clyde Bedell’s advertising course, "How to Convert White Space into Advertising That Sells."

An advertising copywriter and consultant, Clyde wrote for notable companies such as Butler Brothers, Ford and Mercedes-Benz from the 1930s to 1960s. He was also the first person inducted into the National Retail Advertising Hall of Fame.

In his course, written in 1963, Clyde uses the following four factors to explain the analysis behind an "index of readability":

1. Sentence length (i.e., number of words)

2. Word simplicity (i.e., absence of affixes or the number of syllables per 100 words)

3. Personal words (i.e., pronouns and words with masculine or feminine gender, such as man, uncle, actress, fisherman)

4. Personal sentences (i.e., direct quotes or sentences that carry direct commands, suggestions or questions for the reader)

By itself, this is valuable information. However, what he mentioned next is the key that could unlock your treasure chest of advertising gold.

"Your sentences to the public in advertising should average not over 14 words. Fewer would be better. Syllables should be kept to 140 per 100 words -- or less. 'Personal words' should make up about 10% of your ad writing."

Of course, these recommendations assume you run ads with more than just a few words and a price splashed across a product picture.

If you use copy-starved ads because you think people won’t read a lot of text, I encourage you to re-think this belief.

True, most people will not read ads filled with text ... but your prospects will! Why pursue the general public when you can target prospects who crave information about your product?

If you need proof of how well long copy works, search online for early Campbell’s Soup magazine ads. The company became one of the nation’s most successful advertisers by running ads averaging well over 200 words -- and they were selling 10-cent cans of soup!

According to Nielsen Monitor-Plus, last year Campbell’s Soup spent $525 million advertising its family of brands.

They must be doing something right.

Here’s One of the Easiest Ways to Learn Marketing

I don’t claim to have an ability to read minds, but I guarantee I know at least one thing about the way you run your business.

I have to admit, though, this detail is so obvious that anyone with a hint of awareness can’t miss it.

So what is this fact?

Today’s economic climate has caused you to change -- even if it’s only slightly -- the way you attract prospects.

Now, this is not a bad thing. In fact, I commend you for fine-tuning your methods for creating customers -- I adjusted my approach as well.

Successful businesses are always adapting.

In addition to a recent surge in copywriting inquiries, I’ve received an increase in requests from prospects (and clients) who want marketing advice.

I believe this is because the economy is forcing more business owners to test new promotional methods.

Besides being someone they can use to bounce off ideas, I discovered the people contacting me also want tools to help expand their marketing knowledge.

That’s why I’m revealing one of my best marketing resources. This online tool offers 117 hours of interviews (audios and transcripts) with some of the biggest names in marketing. You’ll find information on just about any marketing-related topic you can think of ... and you can have it all for FREE.

But before I give you the website, I want you to keep two things in mind. First, the Internet is flooded with websites by online marketing "gurus" who promise to teach you the latest tips, tricks and techniques for getting new customers and making millions.

This is not one of those websites.

Also, the URL I’m providing is not an affiliate link. I don’t make a single cent by referring you. I simply believe if there’s any opportunity to get an education in marketing without spending thousands of dollars, then you should know about it.

Okay, so now that we’ve taken care of those concerns, here is the website: http://www.hardtofindseminars.com/.

When you go to Michael Senoff’s "Hard to Find Seminars" website, you’ll see just the first page of interviews is enough to keep you busy for at least the next six months.

Before I wrap this up, I want to go back to the topic of people contacting me for advice.

Keep in mind, I enjoy providing insight into the worlds of copywriting and marketing. If you have a question, please don’t hesitate to send me an e-mail.

What aspects of marketing are unclear for you?

What pressing marketing issues are affecting your business?

What are the burning topics that keep you up at night?

Send your questions to tom (at) writewaysolutions (dot) com. So everyone can learn from your questions, I may even include my responses in an upcoming article or audio recording.

Are You Making Your Marketing Efforts This 'Fresh & Easy'?

At long last! A grocery store finally did something different to set itself apart from the wave of food advertisements that engulf my mailbox every week.

While sorting through Wednesday’s mail, a circular from Fresh & Easy -- a chain of neighborhood markets that recently opened here in Phoenix -- grabbed my attention. (You can view the complete advertisement here.)

Adorning the cover were three slices of filet mignon nestled on a bed of fresh greens and cheese risotto, topped with a perfectly placed sprig of rosemary. This tummy-tempting image was a welcome change from the boring food items and oversized prices usually displayed in supermarket mailers.

Teaser text such as “Inside: Burger Time!” and “No-fuss entertaining” on the Fresh & Easy cover created a little curiosity. In the upper-right corner, a headline promised a “Romantic dinner made easy” (an excellent idea with Valentine’s Day approaching). Unless you’re an absolute rookie in the kitchen, you can quickly figure out that the four items under the headline come together to form the pictured steak dinner.

From a promotional perspective, I appreciate how Fresh & Easy uses their mailers to market an end-result. Instead of simply displaying a random assortment of food items for sale, you’re shown a simple, four-ingredient “recipe” that -- when combined -- creates a complete meal.

Many companies market without giving prospects any direction. Fresh & Easy, however, shows you exactly what they want you to do. The message is simple: If you buy the four items (not just one) displayed on the cover, you’ll be rewarded with an appetizing meal. The proof is in the picture!

What’s more, the idea that this process is simple is reinforced multiple times. Not only does the headline use the word “easy,” the term is also a part of the grocer’s name.

We are a culture that craves things quick and with minimal effort. Fresh & Easy targets prospects’ desire for instant gratification -- and so should you.

One other cover item worth noting is how Fresh & Easy displays a unique characteristic that sets it apart from competitors:

No need for loyalty cards or product coupons. These are our everyday low prices.

Consumers are selfish; they want to know why it’s beneficial for them to use your product or service. Fresh & Easy gives you two reasons why in bold type right on its advertisement.

Inside the eight-page mailer are headlines to attract your attention. Also, descriptive text explains serving suggestions and, more importantly, reasons why you should buy their products. Several images offer visual clarification of the serving suggestions.

Sure, this is just one advertisement. But I think Fresh & Easy is well on its way to being a powerful presence in Phoenix’s crowded supermarket landscape. The company is a bit different ... and that’s a good thing.

NOTE: As you’ve probably determined by now, I study my mail. In fact, I don’t mind receiving what some people might consider junk mail. These valuable pieces of marketing magic give me an opportunity to study the promotional efforts of companies from around the globe. Best of all, I never have to leave my house or spend a single cent.

Did you ever think a free education in marketing was inside your mailbox?

An Introduction to the Five Wheelerpoints

I came across this clip of sales legend Elmer Wheeler today. Although the sales video was produced in 1947, many of the same principles still hold true today. Wheeler was brilliant at organizing words in ways that make prospects take action -- or creating "sentences that sell." (You may need to click the "Play" button twice to view the video.)

Can Your Marketing Materials Pass This Grade-School Challenge?

As the son of two teachers (my mom taught 7th and 8th grade English, while my dad was a sociology and anthropology professor at a local community college), I lived in an educational environment for the first 19 years of my life.

In fact, I was literally born in a school setting.

On May 19, 1975, my parents were at Greenfield Village in Dearborn, Michigan -- on a field trip with my mom’s 8th grade class -- when my twin brother and I entered the world two months early.

With all this seemingly insider knowledge about teaching, you’d think I might have had an advantage in school, especially when it came to taking tests.

But, like most people, tests made me nervous. I could study for days, but it still wouldn’t eliminate the sweaty palms and stomach aches I felt prior to putting my pencil to paper.

Today, however, tests take on a new meaning. Because of my curiosity, I am actually drawn to certain types of tests.

And here’s a fact: Many of your prospects also enjoy taking tests.

Presenting prospects with tests in the headlines of your marketing materials is a proven way to generate more responses.

By reading this far, you’ve confirmed how well a test works on you. Go ahead and re-read the subject line of this post to see what I mean.

In a previous article, I mentioned a legendary advertisement headline created in the early 1900s by Maxwell Sackheim that read, “Do You Make These Mistakes in English?”

This advertisement, which ran for 40 years without any changes, uses a headline that appeals to your curiosity. A perceived test that you can take yourself makes the advertisement difficult to ignore.

Here are a few similar headlines you can adapt to fit your own industry:

Can You Spot the Design Flaws in This Kitchen Remodel?

Does Your Mortgage Broker Ask You These Questions?

Do You Know These 5 Indicators That Signal the Start of a Recession?

When writing tests for use in your marketing materials, the key is to create “answers” that reinforce why it’s necessary to use your product or service.

For example, a publisher might use the headline in the third bullet above to demonstrate how you receive exclusive information as a subscriber to their magazine. Or, a mortgage professional might use the second headline to highlight characteristics that set his services apart from the competition.

Coming up with test ideas for marketing materials is often easier after reading samples. Here is a rare copy of Sackheim’s advertisement to help with your brainstorming. (If you can’t read the text, click on the image for a larger view.)

3 FREE Newsletters You Don’t Want to Miss

Sure, I would love for you visit my blog regularly and read every one of my posts. However, I understand there are a lot of copywriting/marketing blogs, online newsletters and websites competing for your attention. In fact, I believe some are so valuable that I’d like to point you to a few.

Get ready. The free information you’re about to discover will help send your sales soaring ... guaranteed.

1. Clayton Makepeace’s The Total Package. The archives for this daily newsletter contain the most comprehensive collection of copywriting and direct marketing articles I have ever seen. Many times while reading The Total Package, I find myself wondering how Clayton can provide such valuable information for free.

2. Trey Ryder’s Lawyer Marketing Alert. If you’re in the legal industry, you’ve likely heard of Trey -- and used his techniques to boost your business. Even if you’re not a lawyer, I encourage you to sign up for his weekly newsletter so you can learn all about The Ryder Method of Education-Based Marketing. Trey is among the best in the business.

3. AWAI’s The Golden Thread. In addition to the great tips in this weekly newsletter, I enjoy studying the sales e-mails that comes from American Writers & Artists Inc. The copywriting is first-rate. One of the most valuable features of The Golden Thread is the in-depth interviews with copywriting legends.

Headline Help from Jay Abraham

A couple of weeks ago, I came across Jay Abraham's list of The 100 Greatest Headlines Ever Written. It's already been a great tool for helping me come up with new headline ideas for a couple of recent projects. If you're in a jam and don't know what to write, nothing works better than studying effective examples from the past. Happy writing!

How 5 Words Can Instantly Create Curiosity in Your Headlines

I make no secret in my belief that curiosity is the strongest force in direct marketing. Since people have a natural desire to find out more than what they know, tapping into this trait is one way to increase the effectiveness of your marketing materials.

Whether you're writing a sales letter, website content or just an e-mail, your headline (or subject line in the case of an e-mail) is arguably the most important factor in determining your prospects' interest level. After all, as your prospects' interest grows, so does their desire to satisfy curiosity.

Copywriting legend Joe Sugarman is famous for saying, "The sole purpose of the first sentence in an advertisement is to get you to read the second sentence." Of course, your prospect needs a reason to get to the first sentence -- and that's why your headline is so important.

The success of supermarket tabloids relies on curiosity-driven headlines. After all, who wouldn't give at least a glimpse to the following statements?

Woman Delivers Own Baby While Skydiving!

Taco Vendor Turns Tiny Visitors' Abandoned Spacecraft into an ... ALIEN SOMBRERO!

Doctors Successfully Remove Banjo from Alabama Man's Knee!

Obviously, you don't want to make claims that are this outrageous, but that doesn't mean you can't brainstorm some surprising statements to trigger curiosity. Below are five words -- and five time-tested examples -- for helping create curiosity in your next headline.

1. How

I recently read an interview with John Caples, who mentioned using the headline How a Bald Barber Saved My Hair to promote a hair tonic. Although the market was saturated with products when he launched the advertisement, he generated a significant amount of sales. One reason why, he said, was because the word "how" tells prospects a story is involved. A compelling story is one way to keep your prospects reading and, ultimately, buying.

2. These

In the early 1900s, Maxwell Sackheim wrote the famous headline Do You Make These Mistakes in English? to promote an English mail-order course. The advertisement was so successful it ran for 40 years without any changes. Notice how the headline poses a question you can't answer with a simple "yes" or "no." Because of the word "these," you must continue reading to find out the mistakes.

3. Why

Read the headline Why Some People Almost Always Make Money in the Stock Market, and you feel like you're missing out on confidential information successful stock traders already know. What makes this statement credible are the words "some" and "almost." By demonstrating there's still risk and not everyone will make money, the headline portrays less hype and more believability.

4. Which

The headline Which of These $2.50 to $5 Best Sellers Do You Want -- for Only $1 Each? leaves you wondering what books are for sale and why they are priced at only $1. Unfortunately, I couldn't find who wrote this headline, but the pricing leads me to believe the offer is from many years ago. In addition to curiosity, this headline targets your prospects' desire for bargains.

5. What

When the copywriters at Bottom Line/Personal created a headline to help attract magazine subscribers, they used a subject that anyone who travels knows well: airline food. What Never ... Ever to Eat on an Airplane! will keep you curious for a long time -- unless you become a subscriber and find out the answer. Also, with this headline, you feel like you're getting access to rare information as a subscriber, which is perceived as being more valuable.

An additional benefit ...

When you write headlines similar to the samples above, prospects are more likely to view you as someone who provides information that solves their problems. As a result, they'll feel less pressure and your credibility increases -- two factors that go along way in generating more sales.

Stealing Pat O’Bryan’s Sales Letter Secrets in Ash Fork, Arizona

I just returned from spending a couple of relaxing days with Michelle (my wife) and Mary (my daughter) at my aunt’s cabin outside of Ash Fork, Arizona.

Right before we hit the road on Thursday morning, I was lucky enough to receive the latest book from Internet marketing expert Pat O’Bryan. The mailman’s delivery of “Your Portable Empire: How to Make Money Anywhere While Doing What You Love” made me even more excited to get moving because I knew there would soon be plenty of time to soak in O’Bryan’s teachings.

The environment at the solar-powered cabin where we stayed proved perfect for relaxation – calm breezes, zero traffic, beautiful scenery, wildlife sightings and, most importantly, no ringing phones, e-mail or even a computer in sight. As a result, I spent a good portion of Thursday and Friday outside, reading O’Bryan’s book from a bench on the front porch.

Maybe it was the serene setting (the photo below shows the view from the bench) …



It could have been the feeling of total relaxation that encased my body …

But getting an opportunity to read O’Bryan’s book without any interruption (minus the occasional request from my 2-year-old daughter to play in the rocks off the front edge of the porch) made it seem like he was spilling his secrets while sitting right next to me. I could almost hear him speak word for word.




Yes, I understand this confession sounds a little crazy, but I guess that’s what happens when you get a rare opportunity to dive into a good book without any distractions.

One chapter that was especially energizing was O’Bryan’s Introduction to Copywriting. As a copywriter, I’m always anxious to read tips and tricks from other people who have experienced success creating content that generates sales.

In O’Bryan’s case, his writing has helped sell hundreds of thousands of dollars worth of his own informational products. What makes his story so unique is he admits to being a relative newcomer to copywriting and Internet marketing in general.

Below are some of O’Bryan’s tips for writing an effective sales page.

• A well-written sales page includes the “big seven”: headline, bullet points, subheads, the body, the guarantee, the close and the P.S.



• Ninety percent of your effort should go into writing your headline, because 90 percent of the effectiveness of your copy depends on it.



• Writing sales copy has nothing to do with intellect. People buy with their emotions and justify it with their intellect.



• Anything with quotation marks around it will stand out.



• If you notice an ad that runs for several months with the same headline, write that headline down! It’s working.



• Bullet points are only slightly less important that headlines. Almost all of your readers will read them.



• Don’t be afraid of long copy … A person who is contemplating a purchase, especially the purchase of an expensive item, wants to know all there is to know about the item.



• The two best kinds of testimonials are from experts and people just like your customer.



• The longer the guarantee, the lower the return rate.



• Bonuses make sales.



• Everybody reads the P.S. … Use the P.S. to convince the reader who has passed right by the “buy now” button to retrace his steps and buy.

As a bonus, O’Bryan followed up the copywriting chapter by interviewing Joe Vitale (my all-time favorite copywriter), who revealed one of his favorite headline techniques.

Vitale said he likes to ask a question in a headline because it engages a reader’s mind. The trick, he added, is creating a question that can’t be answered with a yes or no without reading the rest of your sales letter.

His example: “Which of These Seven Secrets Will Help You Save the Most Money on Your Taxes?”

I’m especially fond of this tip because it builds on what I previously described in this blog as “The Most Powerful Force in Direct Marketing” – curiosity.

Of course, there are plenty of additional tips and tricks for you to discover in “Your Portable Empire.” If you’re interested in making money online, this is one resource you’ll want in your reference library.

Happy writing and reading!

Free Business-Building Seminar

Join Tom Trush, owner of Write Way Solutions, as well as Grant Armendariz, manager of Business Wire’s Scottsdale office, and Malcolm Atherton, account executive and EON specialist, on Friday, Oct. 26, as they present:

How to Build Your Prospects’ Trust Without Saying a Word

and

The Importance of SEO and Social Media for Press Releases

• The most effective way to instantly build trust, establish credibility and eliminate your prospects’ fears
  
• A trouble-free adjustment you can make to traditional advertising/sales methods (i.e., billboards, newspaper ads, cold calling, etc.) that can significantly boost the return on your investment
  
• 5 simple steps that can skyrocket your website traffic in as little as 30 days … for FREE
  
• Quick tips and techniques you can use immediately that can help improve the search engine visibility and interactivity of your press releases
  
• The simplest way to solve your prospects’ most difficult dilemma, regardless of your industry
  
• Proven techniques for writing and formatting that can help boost your search engine optimization
  
• 6 FREE tools for helping you research the keywords and phrases your customers really use to search for your company’s services or products on the Internet
  
• The online resource you can use to build your own blog – and drive traffic to it – for FREE in less than 5 minutes
  
• How to leverage your press releases into a direct-to-consumer online marketing tool for your company’s products and services
  
• The value of adding multimedia to your press releases and how to choose an effective photo
  
• And much more!

Seminar Schedule: 7:30 – 8 a.m.: Continental breakfast and networking
8 – 9 a.m.: Presentation
9 – 9:15 a.m.: Q & A session and free raffle

Location: RE/MAX New Heights Resource Center, 6437 S. Central Ave., in Phoenix

RSVP: Please RSVP to Tom Trush at info@tomtrush.com by Oct. 24 to secure your seat.

Mortgage Marketing: The Easiest Way to Solve Your Prospects’ Most Difficult Dilemma

I'm sending the following article to my mortgage marketing list tomorrow morning. However, since the topic is relevant to just about any industry, I thought I would also post it here.

The Easiest Way to Solve Your Prospects’ Most Difficult Dilemma

I think you will agree …

Funding loans has become a challenge, especially now that the number of qualified prospects has seemingly dwindled. For this reason alone, brokers and loan officers are leaving the mortgage industry in record numbers.

For people like you still searching for leads during this well-publicized downturn, the outlook might seem bleak. However, for a copywriter like me who helps people promote their products and services, these troubling times mean only one thing: unlimited opportunity.

No, not for me … YOU!

After all, fewer people in the mortgage industry means less competition for those prospects who need loans, right?

A couple of weeks ago, during a meeting to discuss some new website material, a real estate client of mine declared, “Now is the perfect time to double my market share.” Here in Phoenix where foreclosures are soaring and real estate sales are far below the peak numbers of 2004 and 2005, her statement might seem absurd – but I couldn’t agree with her more!

The one constant throughout this mortgage crisis is confusion. Due to infrequent purchases of mortgage products, most prospects already consider securing funding for their homes a daunting task. Unfortunately for you, confusion often leads to indecision or, even worse, false assumptions.

A low interest rate or monthly payment in your promotional materials won’t look appealing if your prospect thinks he can’t qualify.

So what are you currently doing to educate your prospects? Are you presenting them with written solutions to common misconceptions related to securing a loan? Have you provided information that details frequent mistakes people make during the lending process?

Offering this type of information is a simple solution to your prospects’ most difficult dilemma. What’s more, when you provide information your prospects perceive as valuable, they view you as an expert. You build instant credibility!

We are a society that thrives on knowledge. Your prospects crave easy-to-find information to eliminate confusion and make their lives easier.

Need proof of how much people are seeking information to solve a problem? Look at the explosion of the online eBook industry. These valuable resources offer instant information on virtually any topic. What’s more, they’re offered in a compact form that is accessible at any time simply by opening a file on your computer.

Heck, I even have an eBook specifically focused on quick and easy tips for mortgage marketing. (You can find out more about Do-It-Yourself Mortgage Marketing Made Easy: How to Profitably Promote Your Mortgage Services Using Simple Writing … Even on a Limited Budget by visiting www.diymortgagemarketing.com.)

Once you gather your responses to your prospects’ most common mistakes and misconceptions, I encourage you to put them into an article or report format that is accessible for free on your website. You can also use them as a bonus incentive in your direct-mail pieces or newsletter.

Not only is providing your prospects with educational information an effective marketing technique, it’s guaranteed not to break your budget.

5 Simple Steps to Skyrocket Your Website Traffic in as Little as 30 Days … for FREE!

Getting visitors to your website and increasing your search engine ranking doesn't always have to be an expensive process. Here are five easy-to-implement suggestions you can start using today to boost your website traffic.

Step 1: Write and distribute articles. Publishing articles online using a free service such as EzineArticles or Articlesbase will help boost your search engine ranking, making you more accessible to prospects who search terms related to your industry. Search engines love content-rich websites that are updated often.

In addition, the more you have other websites linking back to your website, the better chances you have for higher search engine placement. Article distribution services help this cause by making it easy for publishers to upload your writing for use in their newsletters or websites, meaning any links to your website reach an even larger audience.

Step 2: Use the link building and link exchange approach. As stressed in Step 1, the more text links you have directed to your website, the better chance you have of receiving higher search engine placement. So make it your objective to get your website listed on as many relevant websites as possible.

What’s a relevant website, you ask? A website that includes a significant amount of content similar is subject (or theme) to what is written on your website. For an excellent article on how you can use Google News to find relevant links targeted to your business, click here.

Step 3: Write and distribute press releases. Not only is a properly written press release a cost-effective and efficient means for getting your news to a large audience, it can help drive traffic to your website, especially when circulated online. A distribution service can help deliver your press release to a wide online audience.

Companies such as PRLeap will even distribute your release for free. You’ll always want to include your website’s URL in any press release. That way whenever it’s posted online, you’ll have another one-way link back to your website.

Step 4: Make use of social media. If you haven’t done so already, create a blog for posting articles, press releases and news about your business. There are multiple ways for creating your first blog – one of the easiest options is Blogger. Best of all, it’s free. With Blogger, you can be online in less than five minutes. Once your blog is functional, be sure to visit Technorati to “claim” your blog. This will help with your search engine ranking and make it easier for online visitors to find your postings.

Also, why not create videos to help promote your company and demonstrate your knowledge? Today’s technology has made creating and sharing videos easy … and free. Check out YouTube or Google Video to post and help generate ideas for your next video. (While you’re making a video, you may want to consider creating a podcast as well.)

Step 5: Post comments in forums. Do you frequently have an opinion for just about any topic? Use this trait to your advantage by seeking out forums with information similar to the topics covered on your website. Post your comments and include a link back to your website in your signature.

The increasing popularity of social media makes it as easy as ever to find articles, blog postings, videos and podcasts. Again, check out Technorati as well as websites such as Digg and ContentPop for information you can comment on that is relevant to the topics on your website.

Know Someone Interested in a Copywriting Internship?

I'm looking to hire an intern who is interested in learning how to run a copywriting business. Here's the ad that is currently posted on a couple of job sites:

As the owner of a small copywriting company, I am seeking an intern with an entrepreneurial mindset to help with various projects. This is a great opportunity for someone who is interested in pursuing a copywriting career. Some experience writing marketing materials such as articles, brochures, direct-mail letters, news releases or Web site content is a plus -- but it’s not necessary. You will receive compensation for any projects you write. Interested candidates should send a cover letter and resume to tom@writewaysolutions.com. Hours are flexible.

Experience isn't as important as a desire to succeed. If you know anyone interested in this kind of opportunity, please invite them to e-mail me their information.

How to Build Your Prospects' Trust Without Saying a Word

One of the biggest obstacles for getting prospects to use your services or buy your product is trust. But how can you capture it, especially when there are so many forms of advertising and marketing competing for attention?

Take a minute and think about the number of methods companies use to attract your interest.

Billboards ... Mailers ... Classified ads ... Commercials ... E-mails ... Banner ads ... Newspaper ads ...

Advertising has gotten to the point to where many times we don't even notice the product, while other times it's too obvious to miss.

Take, for instance, product placement in television programs. You can’t watch five minutes of American Idol without seeing some reference to Coke or Ford. Countless brands – Burger King, Crest, Domino’s – have capitalized on the success of The Apprentice by having their products featured as part of the team challenges.

One of the reasons we're seeing so much product placement is that consumers now have the option of tuning out commercials, thanks to the invention of digital video recorders ... but that's a separate article for another time.

The above examples are just a small sampling of the sources companies are employing to attract prospects. Unfortunately, though, many advertising methods are used so much that people often put up a mental defense wall when they see them, especially when they're accompanied by a sales pitch. Once you've overwhelmed your prospect with a sales pitch, building trust is nearly impossible.

Think about car sales. Oftentimes, an advertisement will get a prospect into a dealership. Once there, if the prospect inquires about the ad, he is often met by a sales person who will sometimes spend hours trying to build trust with that prospect. But all the salesperson is really doing is overwhelming the customers. Is that really the best way to calm fears and increase credibility?

I'm sure you’ve heard a similar high-pressured, full-court-press sales pitch before. How did it make you feel? I'm guessing when you realized a sales pitch was coming you put up your defenses and tuned out.

Now I'm not saying traditional advertising or sales techniques don't work. They do.

The point I want to get across is that there is an easier solution requiring less effort, and it will establish your credibility with nearly every prospect you contact. In fact, this technique will nearly eliminate all fears prospects have about working with you. I'll even go as far as to say you will establish these two trust-building factors with prospects the instant you use this marketing technique.

What is it?

The most effective way I know for building trust, establishing your credibility, and eliminating prospects' fears is publishing and promoting free articles written by you.

So how can you do this?

Easy.

What are the most frequent questions prospects ask you? Start keeping track. Each answer is an opportunity for an article. By presenting to prospects the information they're looking for, you'll put them at ease.

Need proof this works?

How many times have you purchased a product simply because it was recommended in something you read?

It happens all the time, right?

Pick up a newspaper or your favorite magazine. Do you trust the information your read in the ads more than what's included in the articles? You already know the ads are selling you something, but the articles present information in an educational format. There's no sales pitch.

As a result, most people believe what they read in articles more than ads.

We live in a knowledge-based society that craves valuable information. Your articles provide what people want. What's more, when prospects see you're offering free information that interests them, they will come back time and time again. In essence, you'll develop relationships without actually meeting anyone face to face.

Here’s an added bonus ...

Publishing articles online will boost your search engine ranking, making you more accessible to prospects who search terms related to your industry. Search engines love content-rich sites that are updated often. Furthermore, the more you have other sites linking back to your site, the better chances you have for higher search engine ranking.

So, in addition to posting your articles on your own website, find other sites where you can post and include a link back to your site.

Need some help finding some? Here are four search engine friendly sites that will allow you to post articles for free:

Article Hut: www.article-hut.com

EzineArticles.com: www.ezinearticles.com

Approved Articles: www.approvedarticles.com

Articlesbase: www.articlesbase.com

If you haven’t done so already, create a blog for posting your articles. There are multiple ways for creating your first blog -- one of the easiest options is Blogger. Best of all, it's free.

Here's a simple way to get your free blog online in about 5 minutes:

Visit www.blogger.com.

If you already have a Google account, sign in. If not, click on the orange arrow to set up your account.

Name your blog and create the URL (e.g., www.newblog.blogspot.com).

Choose your favorite template and click “Save Template.”

Click on “New Post” and paste in your article.

When the formatting is the way you like it, click “Publish Post.”

Congratulations! You officially have a blog.

Once your blog is online, be sure to visit www.technorati.com to “claim” your blog. This will help with your search engine ranking and make it easier for online visitors to find your postings.

The Most Powerful Force in Direct Marketing

I recently finished reading Joe Sugarman’s latest book, The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America’s Top Copywriters. The insight he offered into his most successful direct-marketing campaigns was priceless, as were the writing samples that will certainly find a home in my swipe file.

What I found especially fascinating was how the direct-marketing expert described his techniques for selling millions of pairs of BluBlocker sunglasses using what, at the time, was viewed as a risky medium – television.

Sure, with the success of QVC, the Home Shopping Network and countless infomercials, the idea of successfully marketing a product in a 30-minute commercial format doesn’t seem like a big deal these days. But Sugarman took a huge gamble in the 1980s the minute he stepped in front of the camera to demonstrate why viewers needed a new pair of sunglasses.

The technique Sugarman used to tout his product is one that I believe is the most powerful force in direct marketing.

Each infomercial was set up the same way. Sugarman would approach ordinary people off the streets and give them a pair of BluBlockers. Once they tried on the sunglasses, he recorded their reactions. Of course, the feedback presented to viewers was always positive and, more importantly, it caused his prospects to wonder why someone would have such a strong (and often wild) reaction to a pair of sunglasses.

The more interviews Sugarman showed, the more viewers’ curiosity grew. Of course, Sugarman could have easily placed a pair of BluBlockers in front of the camera to reveal what all the excitement was about, but he never did. The only way anyone could ever find out what it was like to wear a pair of BluBlockers was to buy them.

Using curiosity Sugarman sold almost 8 million pairs of BluBlockers during the six years his infomercials ran. This kind of success supports my suggestion that curiosity is the strongest force in direct marketing.

When your prospects are in a store, it’s easy for them to pick up your product, examine it and determine whether or not to make a purchase. However, this decision process is impossible when you’re marketing on the Internet, in a catalog or using a sales letter. But that doesn’t necessarily put you at a disadvantage.

If you use your writing to tease prospects with just enough facts that you leave them guessing, oftentimes they will buy your product simply to satisfy their curiosity.

I recently used this technique while creating a sales page for a new eBook, The Absolute Beginner’s Guide to Mastering Karate: Simple Techniques for Increasing Your Speed & Power in as Little as 30 Days. (Notice how the title even creates curiosity. A prospect’s desired outcome – increased speed and power – is promised in a timeframe that seems almost impossible.)

Below is sample of that sales page.

Here is just a small hint of what you’ll discover in The Absolute Beginner’s Guide to Mastering Karate …

• How to properly use one of the most powerful muscles in your body to increase your kicking force by up to 40%.


• A karate-specific training plan that will get you into peak condition with less effort, less time and maximum results … regardless of your age.


• The natural reaction you must avoid during any altercation. When you respond with this action, you double your reaction rate every time.


• Make this small (and very simple) adjustment in your ready stance and you’ll see huge rewards.


• How to train your body so it instinctively incorporates the 3 keys to an explosive reaction time.

Is your writing revealing too much information about your product? I invite you to try building your prospects’ curiosity the next time you're writing sales-oriented copy. The results just might surprise you.

6 Techniques for Overcoming Writer’s Block

For anyone with a job that requires some type of writing, staring at a blank computer screen while on deadline can be a frustrating predicament. As the white page waits for you to fill it with creative words and phrases, all you can do is stare back and think about how uninspired you feel. The more you think, the worse the situation gets.

But here’s the good news. With just a little work, writer’s block can become a problem of the past. I have for you six techniques for overcoming writer’s block. Try these out the next time your creativity makes an unexplained exit.

Writer’s block tip #1: Avoid the tendency to be perfect. No one has ever written a document worth reading without first doing revisions. Editing is part of the writing process. Save perfection for the flawless, computer-enhanced supermodels who dot the covers of women’s magazines.

Writer’s block tip #2: Give yourself a reasonable deadline. Generally, the more time you have to write, the less pressure you’ll feel. Allow yourself time for a break, if needed. Effective work is often completed in short, repeated segments.

Writer’s block tip #3: Brainstorm. Regardless of how ridiculous you think your ideas are, write them down. It’s much easier to revise a collection of statements than it is a blank page. Once you get a couple of phrases jotted down, you’ll be amazed at how quickly other ideas flow.

Writer’s block tip #4: Find other materials written on your topic. I’m definitely not advocating plagiarism; however, taking a look at other materials will spark your thought process. You may even notice a new concept that you would have otherwise overlooked.

Writer’s block tip #5: Create a comfortable environment. Relaxation is crucial. The reason you’re having trouble writing is because you’re stressed. A relaxed environment will calm your nerves. So clear your workspace of any distractions, take a few deep breaths and do whatever it takes to put your mind at ease.

Writer’s block tip #6: Turn on the lights and open the blinds. A well-lit environment has been shown in studies to enhance your mood and boost energy. In addition, bright light also increases blood flow to the brain, and that’s not a bad thing. That blood flow strengthens your memory and intensifies your ability to think.

Let me ask you a final question about writer’s block. Do you ever feel like your best ideas unexpectedly occur at the most inopportune times -- for example, lying in bed, taking a shower, or working out at the gym? Sometimes it seem like you are rarely ever at work when a stroke of brilliance hits. The reason it doesn’t is because you allow yourself to become more relaxed in situations that require less mental effort. Take advantage of these unanticipated opportunities by getting in the habit of keeping a small notebook and pen within reach at all times. If you try to remember that same idea later -- when you actually need it -- there’s a strong possibility it won’t be easy to recall.

6 Items That Will Boost Believability in Your Copy

Your prospects buy from people they trust. Thanks to the Internet, today’s prospects are more informed than past potential customers.

There’s no doubt about it. Readers of your marketing literature have become a knowledgeable group.

Oftentimes, before they see your copy, prospects already know where to find the best deals, how many other companies offer a similar service, and why your product may not be better than your competition’s.

Simply put, your prospects are pessimistic. That’s why it’s important you strategically design your writing so that it falls somewhere closer to “I can’t live without out it!” rather than “This is too good to be true.”

To get you started, here are six items that will help boost the believability of your next marketing piece.

1. Statistics. Credibility is often based on figures used to demonstrate a product’s benefits. Although statistics are extremely beneficial, their effectiveness lessens when you use certain numbers. Making the outcome too perfect will leave your reader guessing the truthfulness of your claim.

For example, almost every Saturday morning I see an infomercial for a stock picking software that uses customers’ comments to demonstrate how well the program works. People usually begin by explaining the simplicity of the software and then end by stating how much money they’ve made.

“I made $4,338 in just six weeks.”
or
“The software told me which stock to buy at the right time,
so I made $367 in just 24 hours.”

Even amounts are noticeably missing from the infomercial. That’s because someone who claims to make $10,000 in 30 days is much less believable than another person who made $9,346 for the simple fact the first dollar figure seems too perfect.

2. Stories. People think in images -- not words. So what better way to get your prospects visualizing using your product than with a story? An added bonus is that a well-written story will also create curiosity.

Below is an example of classic story used in one of the most profitable direct-mail letters of all time. The famed Wall Street Journal letter is responsible for producing an estimated $1 billion in revenues.

Dear Reader:

On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both -- as young college graduates are -- were filled with ambitious dreams for the future.

Recently, these men returned to their college for their 25th reunion.

They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.

But there was a difference. One of the men was manager of a small department of that company. The other was its president.

Not only does this story create curiosity, it appeals to a common reason why people buy anything -- a desire to be perceived as successful.

3. Testimonials. I frequently stress using testimonials in all types of marketing literature for one simple reason: they build your prospects’ trust. Your prospects seek out testimonials to determine if your product has worked well for someone who is similar to them. In fact, some will skip much of your copy just so they can read your testimonials.

One place you’ll often find people praising a product is on book covers. Here’s an example from a book I recently purchased:

“When I implemented Mark’s simpleology formula, I immediately tripled my production while simultaneously cutting my working hours. Amazing!”

-- Frank Rumbauskas, New York Times, bestselling author of Never Cold Call Again!

The best testimonials offer a specific result by telling a brief story, instead of simple statement such as “I liked your book.” In the case of the above testimonial, the result of reading the book was tripled production. What made the testimonial even more effective was the use of an actual person who could be verified with a little research. (Note: Replacing names with initials does not boost believability.)

One technique used by some copywriters is leading a marketing piece with a testimonial. In addition to prepping your prospect for a positive experience, the quotes around the testimonial will capture your readers’ interest. This is because people’s eyes are drawn to information surrounded by quotes.

4. Honesty. Plain and simple, honesty builds believability. People have a knack for finding false claims and deceitful practices. Unfortunately, you see these far too often with companies touting phony testimonials, unrealistic prices or “urgent” notices mailed in ridiculous envelopes. You can fool a prospect once ... maybe even twice ... but honesty will serve you best over the long run.

5. Enthusiasm. If you don’t believe in what you’re writing, how can you expect to convince your prospects? Your enthusiasm (or lack thereof) is contagious. When you’re truly excited about your product, your prospects won’t be able to ignore your writing because the passion will radiate from your words.

Someone whose work is characterized by enthusiasm is Josh Towbin, a master motivator better known as “Chop” from the reality program King of Cars on A&E television. By conveying his enthusiasm and a true love of cars, people go out of their way to buy from his Las Vegas dealership. This achievement is especially impressive given the fact that car sales is often perceived as a dishonest industry.

An added bonus of displaying enthusiasm in your copy is that it will help prospects feel happy about making a purchase. To get them excited, stress the benefits of your product as much as possible. However, don’t get these benefits confused with your product’s features. While features are facts, benefits explain why those facts are important to your prospects.

6. Originality. I recently met with someone to discuss copy for an advertisement designed to promote a company’s line of refurbished copiers. The client, who owned an advertising agency, encouraged me to brainstorm some creative headlines that would not only attract positive attention, but also stir some controversy.

I started generating ideas almost immediately, so I quickly sat down with a stack of images and started writing. The brainstorming was fun, and I truly believed my edgy headlines were perfect for the advertisement.

A few weeks later I received an e-mail with the final proof ... that didn’t include one of my headlines. Instead, above an image of a copier were the words “Got Copier?” -- a reference to the slogan made famous during the “Got Milk?” campaign of the early 1990s.

Even with “insider” knowledge, the lack of originality in the advertisement left me doubting the quality of the company and its products. I’m almost certain most prospects felt the same way when they saw the full-page spread that ran on the back of a local business publication.

Remember, people are eager to play a part in something new. Your marketing literature provides a great opportunity to get creative with your writing and offer an original item that will cause excitement.

7 Profit-Building Opportunities You’re Losing if You Don't Have a Newsletter

If you’re like me, when it comes to increasing your sales, you’re continuously on the lookout for three items: ideas for growing your business, secret bargains and free publicity. In this report, I’m going to tell you about one easy-to-create, low-cost marketing tool that meets these three criteria -- a newsletter.

Not only is a newsletter the perfect forum for displaying your own writing, it can also help you build a targeted subscriber list for sending special offers. As for the content, you’ll want to cover topics of interest to your industry and distribute your news on a regular basis. Whether you send the newsletter through e-mail or snail mail is your choice. I prefer a text e-mail (instead of HTML) -- it’s easier to create, more convenient to read and less costly than a visit to the post office.

Newsletter Benefit #1: You can promote your business as much as you want … within reason. Why spend money on costly advertising when your target audience is as close and accessible as an e-mail? By sending a newsletter, you control what’s being said about your company (unlike when you appear in the media -- where you have limited control). Also, you’re not limited by space constraints and hefty advertising rates. However, when you’re writing your newsletter, avoid the urge to over-promote. You want to still offer your readers enough information so they see their subscription as valuable and not as a blatant selling forum for your company.

Newsletter Benefit #2: You now have a way to pitch your products and increase sales without the need for cold-calling. I understand cold-calling is an effective technique for some businesses. And that there are plenty of people who enjoy calling people at random, but I’m not one of them. I don’t know about you, but I hate being on the receiving end of telemarketers’ calls. I know they’re only doing their job, but rarely is there ever a convenient time to hear a sales pitch. So instead of wasting your breath talking on the phone, try sending that idea to a collection of people who have agreed to receive your pitch.

Newsletter Benefit #3: You can build loyalty with readers. When you have a subscriber list and use it frequently, you are -- in a way -- “educating” your current and prospective clients about your services every time you e-mail something out. Why is this important? Because, in studies, this type of instruction has been shown to increase purchase rates, while turning hesitant prospects into enthusiastic customers. Because of loyalty, your subscribers will be more likely to buy from you than someone offering a similar product or service -- even if your purchase price is higher.

Newsletter Benefit #4: You encourage repeat customers. Keeping people updated about your services or products is a great way to ensure repeat purchases. If people don’t know what you have to offer, they have no reason to buy. As a bonus, because repeat customers are satisfied customers, they’re likely to tell someone else about your company. This process can repeat itself a virtually unlimited number of times. Aren’t referrals great?

Newsletter Benefit #5: You can easily fill “down time.” It’s a fact: Every company goes through periods when business slows. During those times when the cash register isn’t ringing as much as you want it to, why not offer a special deal or discounted rate to your subscribers? If your readers view the bargain as valuable, you’re certain to fill your down time with billable hours. The larger your list, the more likely the chances for added profits.

Newsletter Benefit #6: You’ll create “personal” connections with people you may have never seen or talk to. Yes, eventually, people will feel like they know you when they receive information from you on a frequent basis. I know it seems crazy, but the more people who see your name and associate it with a specific subject, the more they feel like they have a personal connection with you. And that’s great! After all, people like to buy from people they know, right?

Newsletter Benefit #7: You can promote other businesses. The more people get to know you, the more they start trusting you. (As a side note, please do not take advantage of this privilege.) Use your newsletter as an opportunity to promote businesses that complement your services. After all, if people are looking for the product or service you provide, it’s likely they’ll also need corresponding offerings. The situation is a win-win-win for every party involved. Your current or prospective clients learn about another qualified company that can meet their needs; the other business has an opportunity to collect another client; and you now have at least two additional people who will remember you because of the connection you created. The more often you refer business, the more likely people are to return the favor.

So now that you know why you need a newsletter, how do you get people to sign up on your mailing list?

Well, you never know until you ask. If you don’t already have a mailing list, then every client you have represents a potential name on your subscriber list. Ask each person if you can add them to your mailing list so they can take advantage of exclusive offers, while receiving the latest industry news.

Furthermore, how many new people do you meet every week? Think about it … I’m willing to bet each of you meet one or two new people -- at a minimum -- each week through work, friends or family. Why not ask new acquaintances for their permission to add them to your list? It’s a great way to introduce yourself and your business.

Be prepared, though, as you may have to offer some kind of gift in return. Sometimes it can be difficult for someone to submit their e-mail to a stranger, so it might take a little coaxing. I recommend taking advantage of the one word that is guaranteed to attract interest and new clients, regardless of the type of sales literature you use it in -- FREE. You can create a sign-in page for your newsletter on your Web site. In return, offer a article similar to this one.

To conclude this piece, I want to give you one warning: If someone asks to be taken off your list, make sure it happens. You don’t want to jeopardize your credibility by not following through on a simple request from a subscriber.

$5,000 to Write a Press Release?

Yesterday, I stumbled upon Business Wire’s blog, BusinessWired.

For nearly six years I worked as an editor/newsroom supervisor at the commercial news distributor’s Phoenix office. During that time, I had the opportunity to edit thousands of press releases. And, while the topics changed each day, I remember there was always one constant: poor writing.

For the most part, anyone who submitted a press release had at least a grasp of grammar and newsworthiness, but many times we received releases in the newsroom that more resembled a sixth-grader’s book report than something worthy of distribution on an international newswire.

This often led me to wonder who was writing these press releases and, more importantly, how much were they getting paid to push products using -- in some cases -- virtually unintelligible writing.

That’s why it was interesting to read Monika Maeckle’s recent post, which posed the question, “How Much to Write a Press Release?”

She revealed a client of hers spends about $5,000 to have a press release written.

Wow! What company is that and how can I get a piece of the action? Amazingly, that fee doesn’t include distribution, which can run “anywhere from $180 to $18,000” on Business Wire.

My guess is any press release with a $5,000 price tag is likely an extensive (and extremely well-written) earnings announcement, but even then that fee seems a little excessive. A valid point was brought up in the responses by someone who said the $5,000 could include legal advice.

Over the past couple of months, I’ve distributed a few press releases on Business Wire, and I’ve been very satisfied with the results. However, my investment was nowhere near what it seems some companies are paying to pick up publicity. What’s more, as a copywriter who provides press release writing services, I have yet to meet anyone willing to fork over $5,000 for a press release.

I must be searching the wrong places.

Why Your Prospects Make Purchases

I frequently remind clients and groups I speak to that a consumer makes purchases based on emotional -- not rational -- reasons. Many times writers marketing a product have no problem explaining its technical details, but they have difficulty describing the psychological experience that makes their gadgets great.

By visualizing your prospects’ desired state of emotion, you can tailor your text to meet their needs. Then, once you’ve “sold” them on your product or service using emotional reasoning, you can support your claims with logical explanations that demonstrate why the purchase was necessary.

In his latest book, Buying Trances, Joe Vitale (a favorite copywriter of mine) lists the following 26 reasons why people buy anything. By appealing to one of more of the following motives in your marketing literature, your chances of seeing a sale will improve dramatically:

1. To make money.
2. To save money.
3. To save time.
4. To avoid effort.
5. To get more comfort.
6. To achieve greater cleanliness.
7. To attain better health.
8. To escape physical pain.
9. To gain praise.
10. To be popular.
11. To attract the opposite sex.
12. To conserve possessions.
13. To increase enjoyment.
14. To gratify curiosity.
15. To protect family.
16. To be in style.
17. To have or hold beautiful possessions.
18. To satisfy appetite.
19. To emulate others.
20. To avoid trouble.
21. To avoid criticism.
22. To be individual.
23. To protect reputation.
24. To take advantage of opportunities.
25. To have safety.
26. To make work easier.