A Little Inspiration for You …

The negativity drives me nuts!

A quick glance at CNN.com shows the usual doom and gloom “highlighting” the latest headlines.

Gators, dead cows may hide Ike victims ... Which jobs will get cut first? ... Cop commits suicide after stun gun death ... America’s chilling future ... X-ray shows knife stuck in teen’s skull ... Mets pitcher sought after fatal hit-and-run ...

Sure, I understand negativity drives the news, but these days it’s gone to an entirely new -- and ridiculous -- level.

All this negativity is the reason why I’m telling you about one of my favorite inspirational resources. My twin brother introduced it to me last year.

http://www.212movie.com

When you click on the above link, be prepared to set aside about 2 minutes. That’s how long it will take you to view the video.

What you’ll experience is one of the quickest ways I’ve found to transform your mindset, boost your energy and renew your focus. In fact, I believe the inspirational message in this video is so powerful that I used it last year to lead off one of my seminars.

While watching the video, I encourage you to think about how you can apply the inspirational message to your marketing efforts.

Don’t worry. You don’t have to sign up for anything or spend a single cent.

The video will start playing immediately after you click the link.

http://www.212movie.com

Still Not Getting Any Love from the Search Engines?

About two weeks ago, I sent out an article that offered ideas for helping boost your website in the search engines.

Without a doubt, it was one of the most popular pieces I've ever written.

I think one of the reasons why is because it showed you don't have to be an expert webmaster (I'm certainly not) or empty your wallet to experience search engine success. After all, you can make a huge impact on your search engine ranking by just tweaking your text.

Now, I'm certain there are still plenty of people who are hesitant to make adjustments to their websites -- and that's okay.

For those of you who may need a little more encouragement, here's an excellent resource that will help you take action: http://www.clickforclients.com/blog/2008/08/brief-04-make-search-engines-love-your-web-pages/

Now, before you click on the above link, please be prepared to set aside about 20 minutes. That's how long it will take you to view this video from Andy Renk, co-founder of Click for Clients.

The ideas Andy reveals -- at absolutely no cost -- are designed to make search engines LOVE your web pages. Best of all, his suggestions are easy to incorporate.

I encourage you to pay special attention to Andy's tip about how to create "search engine optimization juice" using internal links.This simple adjustment can have a dramatic effect on your search engine ranking and the length of time people stay on your site.

Here's the link again: http://www.clickforclients.com/blog/2008/08/brief-04-make-search-engines-love-your-web-pages/

There's no opt-in. Simply click the link and you can start watching immediately.

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.

A Simple Shortcut for Writing Irresistible Benefits

Do you know whether you’re promoting features or benefits in your marketing materials?

The answer to this question plays a significant role in the effectiveness of your marketing message.

While features are facts, benefits explain why facts are important. It’s these benefits that target your prospects’ emotions – a key factor in selling situations.

People buy for emotional reasons first. Then they look for facts to validate the purchase.

When you only use features in your marketing materials, you ignore the real reasons why your prospects need your product or service.

An easy way to write response-boosting benefits is to follow your features with the words “so that.” You can physically write these words or just say them mentally.

Here’s a basic example: Let’s say you’re promoting a computer monitor with a 19-inch screen.

Your primary feature (or fact) is the 19-inch screen. With a little research, you can quickly create benefits, especially when you understand your prospects’ needs.

Maybe studies show a 19-inch screen is the optimal size for reducing eye strain. One benefit might be …

The computer monitor screen is 19 inches … so that … you can reduce eye strain by up to 57%.

But why stop with just one benefit? You’ll discover even more powerful benefits when you use “so that” multiple times.

… you can reduce eye strain by up to 57% … so that … you can diminish the times you experience blurred vision, neck pain and fatigue… so that … you can work more comfortably … so that … you can complete more projects in the same amount of time …

A description only touting a computer monitor’s screen size does little to target a prospect’s emotions. However, once benefits are added to the copy, prospects learn why they are better off purchasing the product.

Below is an example of a benefit-oriented sentence pulled from a Sleep Number advertisement I recently saw online.




The feature is the “Outlast® Adaptive Comfort® material.” The material’s benefit (or the “so that”) is that it warms and cools “to keep you comfortable through the night.”

Here are more examples from an advertisement for Amazon’s new Kindle wireless reading device:

• Revolutionary electronic-paper display (feature) provides a sharp, high-resolution screen that looks and reads like real paper (benefit).

• Wireless connectivity (feature) enables you to shop the Kindle Store directly from your Kindle – whether you’re in the back of a taxi, at the airport, or in bed (benefit).

• Unlike WiFi, Kindle utilizes the same high-speed data network (EVDO) as advanced cell phones (feature) – so you never have to locate a hotspot (benefit).

• Email your Word documents and pictures (.JPG, .GIF, .BMP, .PNG) to Kindle (feature) for easy, on-the-go viewing (benefit).

• No monthly wireless bills, service plans, or commitments – we take care of the wireless delivery (feature) so you can simply click, buy, and read (benefit).

Give the “so that” technique a try the next time you need to transform your facts from features to response-boosting benefits. This simple shortcut is certain to increase your prospects’ interest while generating more sales.

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?

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.)

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.