Before I get into this foundational testimonials training
let me say…

You simply can’t beat — REAL LIFE “Video testimonials”

Please take ten minutes and watch a few of the videos here…

www.NewCopySecrets.com

It’s excellent “Visual Copy”

Okay now, here’s Section 8…

You can make all sorts of claims in your sales letter about what your product or service will do. But it means zip unless you can PROVE what you’re saying true!

How do you do this?

Well, sometimes this means presenting statistics or research findings. If you’ve got an impressive list of things like this, you could definitely highlight them using bullets in your copy.

If you’re focusing on one BIG “discovery” or research finding, it could become part of the compelling story you tell.

Whatever you have to help prove your case – no matter how small – ALWAYS find a way to include it in your sales letter. You never know … it could be the one thing that pushes your prospect over the edge and gets him to buy.

But something that you should know is that …

Proof Is MUCH More Than Just
Facts or Statistics!

You’ve got to provide “social proof” as well. This is often considered one of the most powerful types of proof you can use. What I mean when I say social proof is …

If you can show your prospect that other people JUST LIKE HIM are using your product - and enjoying the benefits you’ve promised in your sales letter … you’ve won half the battle RIGHT THERE.

That’s part of the “power” of testimonials.

They create confidence through the experiences customers have had using your product.

They show the reader what they can expect if they buy your product and put it into action.

Ultimately, testimonials are proof that your product works.

That said — I’ve found there is so much MORE we can do with testimonials. I’m not exaggerating when I say …

A Testimonial Is One of A
Copywriter’s MOST Powerful Selling Tools …
But Only If It’s A Great One!

Of course you can see great examples of real-life video testimonials over at…

www.NewCopySecrets.com

Seriously – it’s a good study — they are great lessons in well done “copy.”

Here’s what Florence Tivoli, who recently enrolled in the coaching program, emailed me – note what she says about the testimonials…

What I did first with New Copy Secrets was listen to all the testimonials down the left.

Then I read the copy - very easy on the eyes, no screaming words there or anywhere.

You can see what Florence means by clicking here…

www.NewCopySecrets.com

The trick is knowing the difference between a weak testimonial, a “standard” testimonial and a powerful one.

As a copywriter, you’ll probably be dealing with “regular people.” By this, I mean people who aren’t in marketing or sales and don’t have a clue what makes a good testimonial.

They don’t know what to say. So what usually happens is they say something vague like, “I love it” or “She’s so nice,” etc.

This kind of testimonial isn’t just weak … it’s lame!

Your reader wants details. They want to know what happened.

To avoid this, copywriters frequently use testimonials that show a great “Before And After” result.

Unfortunately, “Before and After“ testimonials are now so common they’ve lost much of their effectiveness. They’re expected – and not as believable as they were in the past.

Sure …it IS way more effective than a lame “We love your product!” – but to me, it’s a lost opportunity not to fully communicate their experience.

The truth is … you can do a LOT better.

For great copy, you want to get richer, more powerful testimonials. That’s why we should also try to find testimonials that …

• Trigger the pain of the problem needing to be solved.

• Reveal a powerful Real-Life Tidbit or event.

• Create curiosity.

• Are provocative.

The following two types of testimonials are particularly prized. They’re not so obvious and therefore more attention-getting to the reader.

These are testimonials that…

• Overcome a hidden objection.

• Satisfy a hidden benefit.

You see, we don’t merely want a “same-old — same-old” testimonial.

We want it to be RICH!

We want it to have DIMENSION!

This means we need BETTER “material” to work with!

The good news is … it’s not that hard to do!

Instead of settling for the testimonials that come to you – go out and GET them!

With just a little work, you can have a pile of them. And get this … they will each focus on a different selling point in your copy!

Go here – www.NewCopySecrets.com — they are real testimonials but you’ll note how rich they are.

This is what you do…

Grab your list of satisfied customers and start interviewing them. Spend 20 minutes talking to each one. Think of it as a “search and find” mission — and your job is to uncover the emotional stories behind those typical Before and Afters.

Now, here’s is the important part …

When you’re through interviewing the customer, ask him if he’d be willing to give a testimonial. If he says yes, offer to “type one up for him” based on the conversation you just had. When you’re finished, you’ll send it to him for his approval.

Surprisingly, most people will jump at this suggestion. If you’ve done a good job interviewing them, you’ll have great material to work from. You can go to work crafting the best testimonial possible.

In the purest sense, you don’t “write it for them,” rather you take the material you’ve gotten and decide the best way to position it, using questions like these …

• Which angle would you like to take?

• What selling points are you trying to make?

• Which one could this particular story reinforce or support?

• What can you use that will make your prospect think, “Hey, that guy is just like me!”

Now please do it – jump on over to www.NewCopySecrets.com — you won’t see any better examples.

Can you see how powerful this is?

How much more effective this type of testimonial will be?

To be clear, I do NOT advocate writing fake testimonials. That’s just flat-out immoral and NOT the kind of behaviour an ethical copywriter should even think about.

However …

I DO advocate interviewing customers and taking their words to make THEIR point in an abbreviated and more effective way.

To see what I’m talking about you can also take a look at the testimonials at

http://www.DynamicResponseMarketing.com

The truth is…

Interviewing is a simple and effective way to generate powerful testimonials.

The key is knowing how to guide the conversation – so you’re able to uncover the right kind of information in a short period of time. You can learn more about how this is done in section 16 – Mastery for Serious Copywriters – at the very end of this manual.

If you want to check out “Interviewing For Copywriters” just click here…

http://www.realitycopywriting.com/interviewing

You’ll be amazed at the different angles and opportunities you’ll uncover. Chances are you’ll even end up with some great real-life stories you can use in your sales copy, too!

Once you’ve got the material … it’s just a matter of positioning it properly.

This is the power of interviewing. You get more material offering different opportunities and angles from which to position the testimonial. You can use something deeper and richer, instead of the typical – and often lame – “Before And After” version.

To better understand the power interviewing can have on your copy – and the entire copy just visit this site.

http://www.realitycopywriting.com/interviewing

What you end up is a testimonial other copywriters would DIE for. Your testimonial will be one that …

• Is laser focused on a specific, key selling point in your copy.

• Speaks directly to your prospect’s needs and desires.

• Uses your customer’s words … only better!

Take the time to contact customers. Do a quick Intimate Interview with them. Uncover the benefits they found from the product. Craft a testimonial that reveals their persona and their experience – with a bit of “real life” thrown in. Get it approved by the customer, and then … weave it into your copy.

You’ll be thrilled with the added dimension it adds to your copy, and more importantly … the added sales it brings for you and your client!

Again — To see strong real life testimonials – in video – just go here…

www.NewCopySecrets.com

And to experience the potent value interviewing can have on your business listen to Terri and Suzanne’s testimonials here…

www.NewCopySecrets.com

And then visit…

http://www.realitycopywriting.com/interviewing

Hope to speak with you soon,

-Shaune

The Headline Is Your Critical First Impression.
How You Pull Him In, Ignite His Interest and…
KEEP Him Reading!

Test after test has proven it – if your reader goes on to read the body copy, it’s because your headline hit a nerve.

In fact, changing JUST the headline – nothing else – can increase a sales letter’s effectiveness 8-15 times. I’m totally serious when I say that …

Headlines are truly POWERFUL, and you can’t EVER afford to skimp on them!

Please don’t fall into the trap that has cost many a copywriter valuable sales – don’t think that you can back up a weak headline with great copy.

Nope, it doesn’t work like that – a strong headline is VITAL to your success.

After all …

What good does fantastic copy do you when your headline’s too weak to draw your readers to it?

The reality is – a headline either works or it doesn’t. And an ineffective headline results in a HUGE loss in sales! Period.

With that in mind, I can tell you with 100% certainty that the number one job of your headline is to … ATTRACT ATTENTION.

Your headline is the first thing people see when they land on your page or open your letter. Just like a newspaper headline helps a reader decide whether or not to read the article, your headline can either pique your readers’ interest … or lose it all together.

In both design and wording, your headline must grab attention and compel the prospect to read the next part of your sales letter.

I want to stress something here, though. Attracting attention DOESN’T mean making a lot of noise and saying any old thing.

You want to be “on message” — you want to INTEREST the reader. So the headline needs to fit with the sales copy and have special meaning for the target audience.

And may I add – regardless of what you might have heard elsewhere …

You CAN start selling the prospect about your product or service right in the headline.

But if you’re going to accomplish this, there’s a certain set of proven guidelines to follow. First and foremost …

Your Headline MUST Be Laser-Focused.

Too often, copywriters try to cram everything into their headline, including the proverbial kitchen sink. While it’s understandably tempting to try to say as much as possible in that first impression, you’ve got to resist it, because …

Instead of attracting more people to read your sales letter – this kind of thing turns them away.

Here’s why …

When you say everything all at once in your headline, it loses focus. It’s hard for your prospect to see what it is you’re really offering. The important ideas get lost in a sea of overwhelming details.

So know your prospect! Choose one idea that your research shows will get his attention – and put ALL your focus on that.

You NEED to narrow down your target to a very specific audience, and make damn sure you’re talking to them – and them alone. Remember how I said you need to focus on that all-important 1% of your target audience that IS going to buy? Apply that idea right here!

Weed out everyone else and don’t give them a second thought — they were NEVER going to buy anyway!

Then once you’ve got your ideas focused, it’s time to get the language of your headline focused, as well. This is because …

Your Headline MUST Be Easy To Understand!

Are we talking as easy as Dick and Jane readers here? Not quite – but you DO want to keep it to around a 5th grade level. But I don’t mean that you should dumb it down. What I’m getting at here is that …

A typical 5th grader should be able pick up your letter, read the headline, and know EXACTLY what you’re talking about.

This is true no matter WHO your target audience is.

I don’t care how educated your prospect is. Even if they’re a Nobel Prize-winning scholar … your ad is only going to work if you’re talking to him in everyday, conversational language.

Keep your headline’s language sounding like what you’d use if you were talking to your prospect face-to-face, otherwise … forget it!

Using big, impressive words or trying to be cute or clever in your wording might be tempting – but don’t do it! It’s been proven over and over … it doesn’t work.

So know exactly what you want to say … and say it in simple, everyday language. When you use comfortable language to help build an immediate connection with your reader, it makes it far easier for you to …

Go Beyond the Big-Promise,
Benefit-Driven Headline.

The goal is to get the prospect to read the rest of your letter – and to spend money, right?

That means it’s CRITICAL you get his or her attention.

Most copywriters believe that the best headline is something that I call the “big promise” or benefit-driven headline.

It goes like this …

You zero in on exactly why people are buying your product – the one big benefit they get. This is a perfect example of why you MUST interview your customers or target audience. They’re the ONLY ones who can tell you why they REALLY buy your product.

So the “big promise” headline focuses on this one key benefit your prospects are looking for.

Now…

I agree – the “big promise” headline CAN be effective. But let’s face it …

People are more jaded now. They’re bombarded with ads all day, every day. Almost everything they see starts off with this benefit-driven type of headline. As a result, it’s a LOT less effective than it used to be. Most benefit-driven headlines just get lost in all of the background noise. Fortunately …

I’ve found other ways to create a very effective headline.

First, let me say…

I don’t think it’s enough to have a one-line headline. Statistics show that you only have 7 seconds to get your prospect’s attention – to get him interested so he’ll keep reading. If you haven’t done it by then, he’s GONE.

This is why I like to use what I call a “Headline Triad” – which is 3 “headlines” grouped together.

If you’ve only got 7 seconds … you want to use that time as best you can and give your reader a compelling reason to keep on reading.

By using three sentences in my Headline Triad, you can go waaaaay beyond a “Big Promise” headline. You can now add some extremely powerful elements—such as curiosity, uniqueness, and my personal favourite … being provocative!

I’ll show you an example of how to use these elements – but first, let’s go over what they are, starting with the simple but effective truth that …

When You Create Curiosity
You Attract Attention.

In a headline I wrote for a naturopathic fertility specialist, I used the phrase, “Cold Uterus, Difficult Cycle and Short Menstruation.”

The terms “difficult cycle” and “short menstruation” are more common with this target audience. They are familiar with them.

But …

On the other hand, “cold uterus” makes the reader wonder “Wow! What is that? Could this be my problem?” It creates curiosity – and hope – to find out more … she’s FORCED to keep reading!

This is admittedly tougher to do when you’re first starting out, so don’t worry if you struggle with it at first. Just remember …

It’s NOT about using curiosity just for curiosity’s sake. It needs to be strategically tied to the target audience’s mindset – and the sale.

Like elsewhere in your copy – if it’s not somehow guiding your prospect towards a purchase … don’t use it.

You might want to check out the
headline I use over at…

www.NewCopySecrets.com

Even look at the “Mini-headlines”
I use over the new videos.
I encourage you to check it out —
take a minute now to jump
Over to the site — especially listen
to the Dr. Beck video…

It is Potent!

www.NewCopySecrets.com

Another great way to draw your readers in is to …

Show Uniqueness…

Readers Will Pay Much More Attention When
You Stand Out From All The Others.

This process begins right in the headline, and it’s a powerful way to get yours readers’ attention. But surprisingly …

Few people use it in their headline!

Thankfully, when you understand the importance of uniqueness, it gives you an invaluable edge over other copywriters. So when you’re putting together your headline, you need to ask yourself …

How can you bring an interesting or unusual piece of info into your headline?

The key is to do it quickly and simply. You don’t want to make a big deal about it or go on and on. Just a quick mention will make your reader think, “Hmmm… That’s interesting!” A little curiosity can go a long way, trust me.

In my headline at www.dynamicresponsemarketing.com I refer to myself as a “Canadian talk show host.” I’ve tested this headline with and without the word “Canadian” and my response is always higher when it’s IN the headline.

Why? It’s unique. Combined with “talk show host” it creates a bit of intrigue and curiosity … ”How does being a talk show host from Canada lend itself to writing effective sales copy?”

In addition to creating curiosity and showing uniqueness, don’t be afraid to …

Be Provocative…

“Challenging” Your Readers — In The Right Way
Can Reap BIG Rewards.

To me, a provocative statement is GOLD – I just love them! Granted, it’s not the easiest thing to use – but when it’s done properly, it’s very powerful.

When I say provocative, I mean …

Something that challenges current beliefs about the subject at hand.

Here’s the key – it’s not enough to just be provocative. You have to make a statement that is somehow related to the problem/solution you are talking about.

It has to make sense to your reader when he gets into the sales letter itself.

This can be as simple as making a provocative statement, using ellipses … and then translating that back to how it’s relevant. Just remember …

The main part of the headline HAS to be about the benefit or problem/solution – but the provocative element will just bump it up and get that attention. That’s really its purpose.

When you’re doing all of this, you’ve got to …

Be Specific…

Vagueness Can Only Confuse Your Readers,
And Cause You To Lose Them.

The more detail you use, the better. It shows you’ve got meat. Use real numbers, describe actual results.

Without specificity, people are less inclined to believe you. They think you’re NOT giving details because you’ve got something to hide, or that your product isn’t nearly as great as you’re making it out to be.

Of course, when I say specificity, I’m not talking about dry facts and figures here … but strategically-placed details that build credibility.

Just to give you a real live example of what I mean …

Check out the headline at my website: http://www.DynamicResponseMarketing.com

Let’s pinpoint some examples from the site where I use specificity:

• Giving an exact number (457%, 2 Secret Strategies, 49 Critical Elements)

• “Website profits” rather than just “profits”

• Not “business owners” but… “online business owners”

With attention spans getting shorter and shorter, our headlines need to say a lot – without being boring. A great way to get maximum use of specificity is to utilize …

The Power Of Three…

Rapidly And Rhythmically Getting Your Ideas
To Your Reader.

Here’s what I mean…

The following headline actually uses two sets of Power of Three (underlined):

“You Too Can Quickly Be Free Of Damaging Life Patterns,

Negative Behaviors and Deep Emotional Blocks, Without

Costly, Difficult, and Ineffective Therapy… Guaranteed!”

See how they let you to say so much more in one sentence than you normally could?

It also creates psychological impact with the use of rhythm. The rhythm makes it more pleasing to the ear — and quicker to read.

Saying more and sounding good gives you a better chance of gaining the reader’s attention.

It’s a quick, specific, and powerful way to make an important point – or rather THREE of them!

When you’re making these important points, you’ve got to be conscious of the language you use. Not only do you want to keep your verbiage clear and easy to understand, but you also want to …

Draw Your Readers’ Attention With
REAL “Power Words.”

Statistics have shown that if you use certain words in your headline – and in your copy – you will have better results. Many copywriters call them “power words”.

Here are a few examples:

Amazing - Secret - Suddenly - Now - Quick - Easy - Free - You - Discover

Announcing - Revolutionary - Breakthrough - Improvement - Introducing - Miracle

Don’t think that I’ve got a problem with using words like quickly, simply, etc. However, I am very careful to not rely on them too much.

My idea of a “power word” is one that grabs attention because of the WAY it’s used.

For example, the word “secret” is a word that is used over and over. When I make use of it — I do it differently. As an adjective, for instance, like Secret Strategies - or - Secret Six.

I consider REAL power words to be little-used or lesser-used descriptive words that say a lot and say it clearly. For example …

Insider - Specialized - Damaging - Negative - Deep.

Can you find one in this example?

How Did I Drag Them Out Of Their
Deep-Rooted Resistance?

Notice the word “deep-rooted” — that one little word says so much. THAT’S a “real” Power word.

(Hint: “Words that Sell” by Richard Bayan is a must-have book for this purpose.)

This all certainly seems like a lot to put into one headline, doesn’t it? Especially when you’ve got to be careful not to jam too much into it! This is why I make use of …

The Headline Triad…

Where You Can Put All These Different, Powerful
Elements Together … WITHOUT Losing Your Reader.

Instead of trying to accomplish everything at once – and risk overloading your headline – you can use THREE headlines. That way, each headline can have its own specific, laser-focused purpose – giving you more opportunities to attract your readers’ attention!

Again, with my headline at www.dynamicresponsemarketing.com

Maximizing Your Website Profits Requires 49
Critical Elements… How Many Are You Missing?
Attention Online Business Owners:
“Dynamic Canadian Talk-Show Host Uses Insider Knowledge,
Specialized Marketing Techniques, and 2 Secret Strategies To
Increase Your Website Profits By As Much as 457%”

These Closely Guarded, Innovative Techniques
Are Proven Effective
And Guaranteed To Dramatically Increase Your Cash Flow

Notice the three separate headlines. Using a Headline Triad like this lets you put so much more into your headline. This is so important because … we want to get the most into those first 7 seconds.

Here’s what you’ll find in this particular example:

Specificity:

457% - backed up with the first testimonial
2 Secret Strategies
“Website Profits” vs. just saying “Profits”

Uniqueness & Curiosity:

“Talk Show Host” – How does that help write copy?

The Power of Three:

“Insider Knowledge, Specialized Marketing Techniques, and 2 Secret Strategies”

Power Words:

Not “Secrets” but “Secret Strategies” – The power of using the word “secret” differently… as an adjective.

Check out the power words I use over at…

www.NewCopySecrets.com

Here’s a short coaching exercise for you…

Look at the “Mini-headline” I use over the Dr. Beck video…

Can You Pick out the Power Word?

www.NewCopySecrets.com

Be brave : ) email me at shaune@shauneclarke.com with your answer.

A Note On Power Words …

The whole idea of an effective power word is that it’s different - more intriguing to the reader. He understands that there is a benefit for him. Yet it’s got so much more dimension than merely hitting him over the head with the benefits.

We explore how to find the right Power Words for your target audience in the 13 Steps To Dynamic Response Copy. This is described in detail in section 17 – Mastery for Serious Copywriters.

Once you’ve gotten all of these different elements together …

How Do You Know When You’ve
Got The “Perfect” Headline?

Now, I’m not offering a rigid way of doing things here … because eventually you’ll develop your own system for producing stellar headlines.

But be prepared to put a LOT of time into this.

It’s the #1 most important part of your sales letter.

If it doesn’t do its job … GAME OVER.

Top copywriters spend a large percentage of their time on the headline. They’ll crank out 50 headlines or more before finding THE ONE.

Some will work on it right at the beginning because it sets the tone and direction of the body copy. Others address the headline last — once everything else is written out.

Not only that — seasoned pros know you need 2-3 headlines to test. Here’s why …

You may think you know which headline is best –but it doesn’t matter what YOU think.
Getting the BEST response is the name of the game here … and the only way to know is by testing.

Seriously!

Sometimes even changing one or two words in a headline can double – or TRIPLE the response rate. It’s been known to happen!

Once you’ve narrowed it down to two or three headlines, here are some questions that will help find any weaknesses they might have …

• Have I told my prospect what he or she will be reading in my ad?
• Is it believable?
• Does it make him or her want to read it NOW?
• Have I focused on the prospect and WIIFM - instead of focusing on
  business/product?
• Is it laser-focused on a specific TA ?
• Is it interesting or curiosity provoking?
• Is it clear, to the point, easy to understand?
• Is it written in my TA’s language?
• Am I talking in the 1st person and in the present tense?
• Does it show uniqueness?

If you can answer yes to all of these … you’ve done all you can do. The only way to know FOR SURE which one is best is to put them out there and start testing. Before we move on …

One Final Point — Avoid clichés in headlines.

Hopefully, I’ve given you enough to work with here to create unique headlines and tailor them to your target audience.

But sometimes – in an effort to be conversational in copy – we might fall into the cliché trap. By that I mean using trendy words or terms that are overused.

Chances are the trendiness disappeared awhile back—so I wouldn’t risk losing readers by sounding out of sync or contrived. In the end, it just looks like you’re trying too hard.

I Could Continue Forever About What
Makes A Good Headline But …

Now it’s time to try your hand at it. The best teacher, after all, is experience. Before you start, just make sure you know the answers to these questions:

• Who is my prospect?
• What am I offering him or her?
• Do I know the product or service well? Enough that I could give at least a 10 minute talk about it off the top of my head?
• Why would he or she want this? (WIIFM) How will it change his or her life?
  What do I want my prospect to feel?

And here’s a BIG Tip …

Start building your own swipe file of great headlines – the ones that catch your eye and persuade you to read a sales letter/ad.

Take time to study these headlines on a regular basis. Write them out by hand. When you do this, the words and rhythm make an impression in your subconscious. You’ll get a sense of what a powerful headline “feels” like.

Dare I say…

The best way (I say it’s the only way) to really master the art of crafting potent headlines and headline triads is to be coached. In every coaching group I do I hear over and over again…

I wouldn’t have seen that if you hadn’t “Made Me” see it.

I just don’t think it’s possible to “really get it” through reading manuals – listening to CD’s — or even watching DVD’s. It’s a great start but it just won’t do it.

Here’s why…

We all bring pro’s and con’s to our copy
And without someone there, watching you…

seeing what you do well – seeing what you’re not seeing
and then effectively guiding and testing you…
there just always something “not quite right”…

a missing key to you becoming the
best copywriter you can be.

I know you can feel it – that uncertainty – that says – “Am I doing this right?”

IDon’t fret — we all feel it – until we really “get it.”

IFrom what I’ve seen – there’s two paths to really understanding dynamic copy…

IYou can persevere for 2 – 5 years spending waaaay more than you earn or…

You can see copywriting as a “real business”

Finally decide to “do it” — Make the investment…

And get properly coached!!

Please consider my offer for a FREE 30-minute coaching session.
Guaranteed you’ll “feel the difference” and realize…
You Simply CAN’T Know What You DON’T Know…
www.NewCopySecrets.com

Let me know your throught below…

-Shaune

Granted that unless you’re of the cash suckin’, wallet-grabbin’ brand of copywriter, the concept is valid though implementation is tricky.

In a nutshell, the FTC has proposed regulations as to the use of endorsements and testimonials in advertising. They’re only trying to keep advertising honest and transparent. The thought of “how” they’re attempting to do this raises a few questions though.

E.g., if you only list sidebar quotes from a small number (2) of previous customers who’ve had exceptional results, “She lost 40 lbs in 3 weeks…AND developed washboard abs” “His acne completely vanished in 7 days” then it would be considered a misrepresentation of the product or service.

BUT if you were to list the entire spectrum of results from the customers from “Meh! It works okay” to “I’ll never ever use another brand of hemorrhoid cream again!”, then the “reasonable” expectation would be placed in the forefront – all well and good according to the FTC.

So we have to be ever-faithful to the terms of compliance lest the heavy-hand of the FTC smacks down on one’s behind.

One thing to note (I’m in agreement with Perry Marshall on this) is that we don’t always have control over the level of motivation applied by the consumer for the product. This would surely change the outcomes produced by the product, wouldn’t it? The sad majority of individuals buy a product…perhaps look it over for 30 minutes…then place it on the shelf or file it on their desktop, never to see the light of day.

In effect, this new proposal is actually an assessment of the customer, rather than the product. See where this is going?

As copywriters, we have no control over “how” people use a product…or do we? Aha! Here’s where the savvy copywriter will see this as an opportunity for post-marketing copywriting.

Advertisers and product developers will need to obtain better results for their products. Even though they may have a super-duper humdinger of the best thing since sliced bread, they need to follow-through on making certain their customers are getting the most out of the product.

We need to write post-sale copy which motivates the consumer to:

1) Use the product – first and foremost
2) Apply the product correctly
3) Gain maximum results – how often, how much, to which degree
4) Figure out what to do if they run into a problem
5) Feel comfortable to ask further questions

The best way to manage this is by building a relationship with customer lists via copy. Working with them pre AND post-launch on a regular basis.

Blog posts – auto responders – forums…copywriters who know how to use something other than “benefits” for their copy should do okay. However, the copywriter who’s well-versed in “no hype” copy would prove to be a valuable asset in this new climate.

If we know how to create a relationship quickly with customers, and follow-up with a sustained effort, then we automatically boost the success rate of the product based on that alone.

So in summary (that’s just another euphemism for “so sayeth I”), are the FTC regulations going to provide a stranglehold on copy just because they’re control freaks? Not necessarily. Much like the Wizard of Oz, we need to pull back the curtains to reveal the inner workings.

The FTC is employing a heavy-handed approach, but as copywriters, we do owe some level of transparency to the readers anyway. Writing effectively with authentic no-hype is the best way to do so.

Onward!

Terri Dumont

Copywriting Coach Shaune Clarke Discusses Visual Sales Copy

Shaune here.

If you jump on over to www.NewCopySecrets.com you’ll see how I’m using video to enhance sales copy.

The truth is…

I’m helping clients with video on their site’s as well — along with tons of copy.

Sales letters — landing pages — direct mail pieces — and auto-responder emails PLUS video.

In a recession it’s easy to ‘point to’ why something won’t work. If we choose to, we can “see” that video is competing with the written word. That would be what I call “the recession mindset,” which is to a great extent proliferated by the media.

Although the recession is very real, the truth is, business owners need a solid return on investment for their businesses more than ever.

Direct response copy which measures results is THE answer. We as copywriters just need to be confident in knowing how valuable we are in doing just that.

For sure, despite the recession…

Video certainly isn’t replacing copy — it’s merely an evolution in the way we’re marketing online and guess what…

It actually creates more
business for copywriters.

How?

Well — Let me be the first to coin the phrase — “Visual Sales Copy.”

Here’s what I mean…

You can’t simply “put up a video.” THAT can actually hurt conversion.

It has to be created with well-crafted words — It must be well done to work.

I’m combing through video right now looking for great “visual sales copy” to have clipped out (by my trusted video guy) for a client — and being paid very well for it.

In some cases the video material actually gets turned into material for the written copy I’m also hired to write. Again — it’s a great compliment to writing copy and all the same principles that apply to written copy apply for visual copy — it’s just words visually presented.

Here’s an idea…

Soon you’ll see the first of several $97 coaching classes I’ll be offering for realitycopywriting.com

It just came to me that an excellent one to do would be…

“Visual Sales Copy” — How to generate excellent online video for copywriting clients.

That’s Sweeeeeet….yes?

Never been taught — yet I’m doing very well with it.

It’d be the same idea as the other classes I’ll be offering — just 6 people per class.

It’s incredible value.

If you’d be interested please send an email with “Visual Sales Copy” in the subject line to the team at support@realitycopywriting.com

Dare I say…

Please don’t worry about the $97 — You’ll get way more value than that as I “walk my talk” and begin to “demonstrate my value” to you as a copywriting coach.

Even if you never join my copywriting coaching program, if you’re at all serious about your copywriting career — you won’t miss a single one of these $97 group coaching classes.

Please don’t let your “unwarranted sales resistance” keep you from spending that $97.

No question about it — you’ll be more than delighted that you spent the money.

In fact, (just adding this now) at the end of each class I’ll ask you directly if you’re more than satisfied — all you have to do is say ‘not really’ and it’ll be quickly done.

My guess is your response will be more like…

“C’mon Shaune you know
it was worth ten times
what I paid.”

– THAT will be the goal — demonstrate value that’s worth 10X what you paid.

– THAT is the best situation for you…yes?

– THAT would demonstrate my value…yes?

Quality coaching at a ridulously low price.

I mean that…

These are difficult times — I realize you MUST have value for your money. This isn’t a ‘lame promise” — Business is changing — we all have to adapt — myself included.

Your value for money spent must be assured.

I’m committed to absolutely delivering on it — I absolutely LOVE coaching and seeing the ah ha moments — You’ll have more than one and it’ll only cost you $97 bucks.

Here’s the email address to “show interest.”

Just put “Visual Sales Copy” in the subject line

And put…

I’m looking forward to hearing more.

in the body of the email to…

support@realitycopywriting.com

Here’s a bit more on
“Visual Sales Copy”…

With one client I’m using clips that I’ll be calling “Conversations with Rachel.”

They are clips of the client speaking with her customers — I’m extracting the best of the best of her selling points and “selling content” to add to the sales letter. It’s a very complimentary skill to actually writing copy.

Hmmm — How’s this…

Anyone who emails back saying their interested in the $97 “Visual Sales Copy” Coaching class, I’ll send you the link to the sales letter.

It’s hot — 24 pages long — a great education in itself — No question — my best work to date.

You’ll see “Graceful Persuasion” in action for 24 pages and be able to watch as we begin to add the video content.

I’m telling you — that
alone is worth the $97.

Just let me know that you’d be interested in knowing more…

Send an email to…

support@realitycopywriting.com

Subject line is:

“Visual Sales Copy”

The email itself simply says:

I’m looking forward to knowing more.

That’s it.

Let me know.

Hope to speak with you soon,

Shaune

Click here to register It’s totally free, yet full of value. Here’s everything you get…

• Chance at the Hot-Seat! ($145 value - FREE for the Two Selected!): You can apply for one-on-one coaching with Shaune. If you’re selected, Shaune will guide you for 25 minutes on how to position yourself uniquely as a copywriter…

• Free Group Tele-Coaching with Shaune Clarke: On Thursday, May 7, 2009, Shaune Clarke will guide two copywriters, live, on how to position themselves to attract high-paying copywriting clients. A recording will also be made available in the coaching centre…

• Receive Immediate Access to the Exercise Sheets ($49 Value - Free!): Put aside at least a half-hour to brainstorm through the 6-page Your Dynamic Positioning exercise sheets. Even if you think there’s nothing of unique value for you to offer prospective copywriting clients… you should nonetheless come away with MULTIPLE ideas on how to promote yourself…

• Completed Exercises of the Two Copywriters on the Hot-Seat ($19 Value - Gratis!): You’ll be able to download and study the brainstorm sheets of the two copywriters selected for the one-on-one coaching. This should help you generate many more ideas for your own positioning…

• Free MP3 Recording ($19 Value - No Charge!): The next day, I’ll send you a link where you can download a complete recording of the copywriting teleconference. Perfect for further study or if circumstances prevent you from attending the live call…

Plus…

• Stop Being a Copywriter! 10-Page Downloadable Report: Find out how to position yourself as a copywriter so you have little or no competition — even if you’re a total newbie copywriter.

• Beyond Self-Promotion: Stay until the very end of the teleconference, when I’ll reveal the link to a direct mail promotion I created for one of my clients. Using the same positioning techniques you’ll hear on the call, this magalog took a “typical” alternative health doctor and turned him into “The Naturopathic Sensei.” You’ll want to add this to your swipe file. You only get a copy, however, if you attend the entire call.

You can get all of this, for free, by going to…
http://realitycopywriting.com/usp

P.S. Here’s what D.K. Fynn, a copywriter from Ottawa, Canada, said about our last copywriting teleconference…

“The best thing I got out of the teleconference: Yes! I can strategically use my story and events that have helped make me who I am… to position myself in the mind of my client.”

Whenever my wife catches me sleeping in the office, I tell her I’m integrating and consolidating my research notes to create compelling subconscious copy.

Last post, we were talking about how modern researchers are proving that in the subconscious factory of sleep, your mind is able to fully assimilate information. This is why so many times copywriters will spend a few days researching a project – overwhelmed by how they’ll pull this one off – then suddenly wake up with a great idea one morning.

(Well, most copywriters anyways. Colin Chung, for example, doesn’t sleep… so he has developed another method that he might share with you one day. Either that or… he is a robot.)

I promised I’d share my top seven tips for getting a good night’s rest – so that your mind can formulate original copy that you can be proud of.

The Video Gaming Study

Before I get to that I wanted to share with you another study I came across, Consolidation of Sensorimotor Learning During Sleep by the University of Chicago. They basically gathered 200 women with little video-gaming experience and had them go to task learning the wonders of Super Mario Brothers (or, possibly something more modern).

On average, their gaming skills improved 8% after a few hours. Their skill level would decrease by the afternoon. But, get this, the next morning, when tested, they found they had improved 10%.

Sleep increased their overall performance by 25% – from 8% to 10%.

So, if you think denying yourself sleep to get an extra hour of copywriting done makes any sense… you may want to consider studies like these and get to bed early.

But, of course, if it takes you 30 minutes to get to sleep, then that’s just wasted time. Or if you wake up in the middle of the night… then that doesn’t count for much either. Or if you never sleep that deeply to begin with…

7 Tips to Sleep Deeply
So Your Subconscious
Can Write Copy For You

So here are my top seven tips I’d recommend to anyone who needs to sleep better. (Of course, consult with a qualified health practitioner before you even think of trying any of these radical ideas.)

1) No Late Night Snacking: Generally, eating after dinner, or three hours before bed, is just going to delay your body’s ability to go from “digestion mode” to “rest mode.” If you must eat, stick to a little milk or a small piece of fruit – until you wean yourself down to oxygen. Trust me, you won’t starve. You’ve got a liver full of sugar, plus fat to burn.

2) Sleep in the Dark: Your sleeping quarters should be so dark you can’t see your hand in front of your face. If you can’t manage this then a blindfold is the next best alternative. Without total darkness your brain has trouble releasing enough of the sleep hormone melatonin. In my brightly lit neighborhood this involves vertical blinds, a thick curtain, plus two blankets (yes, we’re moving soon).

Also, avoid TVs and computer screens a half hour before bed. Staring at radiant light sources will really mess up your flow of melatonin.

3) If You Gotta Go Pee in the Middle of the Night… make sure you do NOT turn a light on. Light will immediately turn off your flow of melatonin and put you in “wake up mode.” Personally, I’ve been told, I can go to the washroom without even waking up. I’m a total sleep walker. Once my wife was in the washroom and woke me up while I was standing. Strange experience. On that note…

4) Don’t Drink Liquids 2-3 Hours Before Bed: Drink plenty during the day so you won’t be thirsty at night. I usually stick to a cup of herbal tea after dinner and that’s it. 80% of the time that means I don’t need to urinate at 3am (at least, not that I remember).

5) Melatonin Supplement: If you are too wired, taking a small amount of melatonin (e.g. start at 0.5 mg and see how it goes) will help get your brain producing its own and sending you to sleep. Remember, melatonin is a natural hormone that you body produces anyways – unlike sleeping pills which are synthetic drugs (that create brain wave patterns more akin to being hit over the head with a hammer).

Still, I’d leave melatonin as a last resort – your brain really should produce its own (if you’re over 50 or suffer chronic health problems, sometimes you need supplementation – talk to a naturopath).

6) Don’t Sleep in Electromagnetic Radiation: Dr. Vini Khurana, a highly decorated neurosurgeon, has publicly declared that cell phone use may be worse than smoking when it comes to developing brain tumors.

Worse than cells phones, however, are cordless phones, Bluetooths and wireless internet connections. Make sure you turn all of these off at night (if not eliminate them from your home/office altogether). Not only should they help you sleep better, but it will give your body a rest from their disruptive electromagnetic radiation.

7) No Time for Meditation? Many people say they have no time to meditate, yet toss and turn for 10-30 minutes each night trying to get to sleep. Even for just five minutes before bed, counting your inhalation and exhalation should help get your mind ready to drop into the subconscious. If you don’t like the word “meditation” — give it some new name like “laser focus mental training session.”

Some Unorthodox Bits of Copywriting Advice,
But I Think They’re Golden

You can’t possibly keep track of all the research you’ve conducted for a particular copywriting project, plus all the different copywriting techniques and approaches, consciously. That only results in very structured copy that reads as about as interesting as an iPhone user’s manual.

You need a properly functioning subconscious mind to handle the complexities of creating effective copy. The best part about it is that most of the work is done while you are sleeping. You just need to take notes in the morning.

P.S. Let me know if you try any of these methods and how it affects your copywriting in the comment box below…

Arjuna, my pet “Copy Cat,” applying Eugene Schwartz’s power-nap strategy for creating subconscious copy.

When people tell me they are suffering from copywriter’s block it usually means they have yet to really know their market and the product they are selling.

Even if they’ve conducted interviews and research, I think they have yet to transfer that information from transcripts and notes into the cells of their brain.

It’s out there on paper and not in their subconscious mind.

So when they go to write, at best, they scavenge through sheets of paper, mechanically constructing a sales argument (I’ve been there!). While this is better than staring at a blank screen – it’s nothing like when… a first draft flows out of your fingertips with a feeling of sheer exhilaration.

Sure, you’ll still need all your notes to consult with in the editing stage – but that’s not how you get the creative juices flowing.

As you know, copywriting legend, the late Eugene Schwartz, would take naps, claiming it helped him write copy from his subconscious.

Likewise, Shaune Clarke advises his copywriting coaching students to review their Secret Six interview transcripts and other research notes in the evening before bed. Inevitably, upon awakening, all of those disjointed elements will have begun to take on some type of structure. Or you suddenly have a theme, hook or USP for the project.

The Elusive “ah-ha” Moment
Has Presented Itself

Well, modern researchers are confirming this “sleep your way to better copy” approach.

Clinical nutritionist, Byron Richards, cites a study in his article Quality Sleep is Needed for Memory and Learning: “When you take in new information it is held in short term memory circuits for a period of time – like looking up a phone number and then making a call.  However, getting that information integrated into longer term memory is a more complex task.

“Researchers have identified for the first time, at the cellular level, how changes in brain gene switches that only occur during sleep enable your brain to integrate and consolidate information.”

I know, from my own experience, that denying myself sleep to get copy assignments done is a pointless endeavor. I refuse to submit anything but my best. And I know sleep deprivation prevents me from handing gems to my clients. Personally, anything less seven hours of sleep just doesn’t work for me. Eight hours is better. Six hours, once in a while is okay. Anything else, after a day or two, starts to affect my writing.

But, It’s Not Just About
Putting in the Hours…

Quality of sleep outweighs quantity. Over the last ten years I’ve gone from being a very restless sleeper – often waking up in the middle of the night and not being able to get back to sleep – to sleeping, as my wife says with envy, “like an utter log.”

I can literally lie on my back, perform some tension and relaxation exercises and be out within 30-60 seconds. I’ll awake in the exact same position 8 hours later (if my two-year old son Jonah shows mercy and doesn’t wake me up earlier).

Next post, I’ll share with you the top seven tips I’d recommend to anyone who needs to sleep better. (Of course consult a qualified health practitioner before you even think of trying any of these radical ideas.)

P.S. Join the discussion! Please leave your comments in the comment box below …

What’s better? Writing copy for clients or for your own web-based business?

I’ve spent most of my four years in copywriting writing for clients. Many people have been asking why I’m moving away from client work to focus on running an information publishing business in partnership with Dr. Carolyn Dean…

Three main reasons: 1) I’d like to focus on one long-term project. 2) I’d like to write more content marketing versus long copy. 3) I need more flexibility and equity.

Is this the right route for everyone to take? No way! Here are the pros and cons, as I see of it, writing copy for clients and running your own information publishing business…

Pros of Writing for Copywriting Clients

• You Can Focus Just on the Writing: Especially at the beginning, this may be all you feel you can handle – no less master.

• Less Administrative Stuff: You need to track only a few expenses, and print out a few invoices each month.

• Quicker Cash: When money starts coming in, it starts coming fast.

Cons of Writing for Copywriting Clients

• Trading Hours for Dollars: Albeit, $70-$150 hours. Sure, most copywriters charge flat fees, but in the end it comes down to dollars for hours. I’ve yet to see a copywriter retire on their royalties.

• A Quasi-Virtual Employee: While more flexible, more rewarding and more lucrative than a J.O.B. – it still has its similarities. In the end, your client runs the show. Exceptions, sure. But not many.

• Study First, Practice Second: You need to put in a lot of studying before you see really good money. It’s a lot fewer hours than a brain surgeon but you’re not going to learn this overnight.

Pros of Writing Copy for Your Own
(Internet-Based) Business

• Equity! Anything you create will continue making you money long after it is completed.

• Real World Experience From Day One: You can learn as you go — without risking anybody else’s business.

• A Financial Trickle: While copywriting begins like a dried up river that – after many hours of study — suddenly becomes flooded with water… writing for your own business is more like watching a trickle turn into a creek… into a stream… and finally into a reliable river.

Cons of Writing Copy for Your Own
(Internet-Based) Business

• Do You Like to Juggle? You need to learn how to do a lot of stuff at the same time: administration work, generating leads, autoresponder software, shopping carts, blog platforms, product creation. If you’re not super-organized, it can get messy, quickly.

• Break out the Whip: You need to manage people. Since you probably want to focus on the thinking and writing aspects of the business, you’ll want to outscore all of the uncreative tasks.

• Less Variety: You’ll be stuck writing about one niche for the rest of your life. This is a pro, though, if you love your niche.

Those are just a few points. If you have other pros and cons for each, please leave them in the comment box below. In the end, the best route for you really depends on many personal factors. Hopefully this helps you decide. Either way, it’s a great career move.

]]> http://realitycopywriting.com/should-you-write-copy-for-clients-or-your-own-website/feed/ http://realitycopywriting.com/how-quickly-can-you-ramp-up-your-copywriting-skills/ http://realitycopywriting.com/how-quickly-can-you-ramp-up-your-copywriting-skills/#comments Sun, 15 Feb 2009 15:55:45 +0000 John C. A. Manley http://realitycopywriting.com/?p=694

My feline office manager, Astral, likes to watch over from above my computer’s monitor as a I write copy. She also co-hosts today’s podcast.

I tried something new this week. A Q&A REALITYcopywriting Podcast! First podcast I’ve ever done. Seemed like a good way to answer the endless amounts of questions I receive via email about copywriting. I just don’t have the time to type out proper responses (I do my best!). This way, I thought, you could get your questions answered, plus hear the answers to other subscribers’ questions.

Here’s what I cover in this week’s podcast…

• How quickly can you ramp up your copywriting skills in the real world?

• At the age of 7, what was my irresistible (ridiculous) offer that kept my snow-shoveling “business” booked? (Okay, no one actually asked this question, but I answer it anyways).

• What is a realistic income that can be generated the first year of copywriting and subsequent years?

• How do you know if your copy is trying to sell to people not ready to be sold to?

INSTRUCTIONS: Click the “download recording” button to save a copy to your hard drive. You can then transfer it to an MP3 player or burn it to a CD or listen to it with free software like Real Player. OR click the triangular and turn up your speakers to listen to the recording now.

P.S. Whether I ever do another one of these again is still unknown. If you like it let me know in the comment box below or send in a question for the next Q&A REALITYcopywriting Podcast. If I do it again, I’ll try to have a guest with me to provide another viewpoint.

Colin and I (mainly Colin) have added a new section to REALITYcopywriting: The Copy Cub’s Corner.

It’s accessible at any time from the menu bar. Here Colin has been sharing a “blow-by-blow” account of his first months in the copywriting world. He has yet to make a single penny as a copywriter…

Just as I offered three years ago, you can get a REAL glimpse into the day-to-day life of a newbie copywriter. Colin, however, comes from a well-paid corporate J.O.B. (unlike my $20K/year minimum wage “career” prior to copywriting).

Remember to Subscribe to
the Copy Cub Corner…

Colin’s posting a new entry every week. If you want to be alerted about when they go live you need to sign up from within the Copy Cub’s Corner section of this site. Just click here and enter your email address in the form in the right column (or click on the RSS feed if you are one those sophisticated web users).

I’ve been working with Colin for many months, now. He’s a DOER. And he has all the excuses NOT to be doer: He’s a father and a husband. He loves video games. He has a full-time job. He likes to read 4,000 page fantasy novels. He’s got difficulties, distractions and determination. If you’re looking for inspiration, head over the Copy Cub’s Corner now.