Neil Mattingley.com

What Good Doctors Can Teach You About Sales

2009-12-10T17:42:00.000+08:00

A couple of days in hospital makes you very aware of who is looking after you.

As I lay on my hospital bed during a brief stint last week, I was reminded of an excerpt from Malcolm Gladwell's 2005 work, Blink, in which he poses the question: "Why are some Doctors more likely to get sued than are others?"

Gladwell, author of other well known social commentaries such as the Tipping Point and Outliers, thinks he has the answer.

He cites research by Professor Wendy Levinson, of the University of Toronto, that recorded hundreds of conversations between a group of physicians and their patients.

In one corner, were surgeons with a black mark against their names; these were people who had been sued at least two times.

In the other, were those with a clean slate. For one reason or another, none of their patients had decided to take them to court.

Significantly, Levinson found no difference in the quality, and quantity, of the information that the two groups of doctors delivered to their respective patients. In other words, both groups were essentially delivering the same message.

Where the second group showed themselves to be different however, lay in the way they talked to the patients. In short, group number two gave the impression they CARED…which seems to have been a determining factor when patients decided whether they would sue, or not.

So how did the Doctors with the unblemished record do this?

Three ways…

Firstly, they consulted with their patients for an extra three minutes (on average).

Secondly, they were more likely to use orientating comments designed to give patients a certain amount of control over the diagnostic process. For example, a Doctor might tell a patient up front: “First I’ll examine you, and then we will talk the problem over”. Or he or she might seek permission from the patient to tell him more: “Go on, tell me more about that”.

Finally, they were far more likely to inject humor during a visit.

On their own, these differences might not seem like much. Collectively however, the extra time, the delicate “framing” of procedures, and the capacity to generate a smile, obviously went a long way toward creating the impression, that these Doctors CARED…

When you think about it, the traits that these doctors exhibited toward their patients, are not dissimilar to what is required in effective selling.

Just like patients, consumers often need their problems diagnosed. And just like patients, it’s likely that they too, may be wary, of giving too much away to the wrong person.

Finally, consumers, like patients, probably want to do business with someone they like.

Which makes Levinson’s research about the doctors who don’t get sued…

Very INTERESTING…

The next time you interact with a customer, try to:

1. Allocate more time

2. Give more assurance when “diagnosing the problem” and to

3. Have more fun …

Then sit back…

And see if your sales don’t improve.

A Surefire Tactic to Increase Your Sales

2009-12-02T21:22:00.001+08:00

I bought a book the other day from Angus and Robertson, the Australian book retailer.

As I handed over my credit card, the shop assistant informed me that because I was spending more than $20.00, I was entitled to choose from a selection of items at the discounted price of $12.00 each.

As the guy told me this, I went through an interesting experience.

Even though I knew that he was engaging me in what is commonly called a “cross-sell” in marketing circles (think software packages, which are often offered on top of the new computer, and you’ll get the idea), I felt quite powerless not to have a look.

And the more I thought about this afterwards, the more I realized the truth behind the theory that a little compliance goes a long way in sales.

In other words, because I had already said “yes” once and opened my wallet… I was that much closer to saying “yes” again.

Renowned social psychologist Robert Cialdini, of the University of Arizona, has coined a name for this phenomenon.

He calls it the “Law of Commitment and Consistency”, which is basically the desire of people to be consistent with what they have already done.

From a sales point-of-view, this law, if used wisely, can result in a lot more dollars in your pocket.

All you have to do is ask yourself: “What incentives can I offer at the time of purchase to increase the amount that the consumer spends with me?”

And then make that part of your sales process.

On-line you see this happen all the time.

Savvy Companies will often try to upgrade your purchase in the form of access to extra reports, upgrades to a superior version of the product, or if you are purchasing software, access to it in a more tangible form such as a disc.

Off-line this is the reason why McDonald's and Burger King employees ask whether you’d like to upgrade your purchase to a bigger size, and why your local car dealer asks whether you’d like leather seats included as the part of the package in the purchase of a new car.

The point is, these people ask these questions at the point-of-sale for a reason.

They know your first “yes” is likely to influence a second…which makes this a worthwhile tactic to consider if you’re looking to increase your sales.

Incidentally, despite the offer, I didn’t buy the extra book.

I know though, that provided the shop assistant continued to make the additional offer to every customer who broke through the $20.00 barrier, Angus and Robertson would have been very happy with extra profit at the end of the day.

All Words Were Not Created Equal

2009-12-01T00:21:00.000+08:00

All words were not created equal.

Some look flat and sound flat.

Think of the word "nice" and you'll get where I'm coming from.

While others demand attention.

Not only is there an edge to the way they look and sound, they defy anyone to not be affected by them, EMOTIONALLY.

I came across one of those words the other day.

The person who used it was describing the impact another person had on the rest of the group.

Want to know what the word was?

Toxic.

Now that's a word that well and truly fights above its weight division.

Some Pictures are Worth More Than a Thousand Words

2009-11-30T01:02:00.000+08:00

They say a picture tells a 1000 words.

And it does.

But according to advertising legend, David Ogilvy, some pictures are more powerful than others.

As a case in point, in his 1963 work, Confessions of an Advertising Man, Ogilvy cited an example of a campaign his firm had been asked to create for the Dutch airline, KLM, in which they split test two advertisements, each with the same copy, but with different photographs.

In the first run, Ogilvy's company used photographs of planes to support the copy.

In the second run, the destinations where the planes took KLM passengers were the "star" of the show.

Care to guess which run generated more enquiry?

If this was a test run about copywriting only, I'd opt for the destinations.

That's because there's an old adage in copywriting: "Sell the sizzle, not the steak", or in layman's terms, focus on the benefit, not the feature.

Having said that, I wasn't so sure with the photographs.

Did the same fundamental apply?

As it turns out, I need not have worried.

The "sizzle" not only trumped the "steak" again this time...it did so by a whopping 2 to 1.

So how applicable are Ogilvy's findings from 1963 to the world of 2009?

Very.

It might not be the steadfast rule it was 46 years ago (that's because companies like Apple through innovative design have made features very important to consumers), but it's still a very good guide as to what sort of image should accompany your copy, the next time you decide to create an advertisement.

The Power of a Great Story in Direct Response

2009-11-27T21:38:00.005+08:00

Last week, I watched a documentary called the Secrets of the Great Plague.

Even though I didn’t quite see the start of the programme, it really sucked me in…

Especially the part when the narrator posed a question: “Why did the Great Plague of the 1660s kill one third of the population of London, but spare two thirds?”

The more I watched this show, the more I recognised the power of the story telling behind it.

And as I thought some more, I realised that the content in this documentary had the makings of great copy.

The reason?

The story.

Perhaps the most famous contemporary example of the use of story in sales copy is the one attributed to American copywriter legend, John Carlton in creating his famous "one-legged gofer" ad.

Apparently, Carlton was conducting preliminary research on the item he was asked to write copy for, a golfing instructional video, when the pro behind the product “happened” to tell him about a one-legged golfer who was driving the golf ball a very long way. According to Carlton, when the pro saw how well this one-legged guy could strike the ball, he figured he must be doing something right, and so based his teachings in the video on that guy's swing.

The interesting thing is that according to Carlton, this little “nugget” of gold was offered in passing by the pro, not in the actual interview. In other words, the guy didn’t recognise the power of this story in selling the product.

Fortunately, Carlton was looking for a “hook” such as this that he could “hang” his copy on...Something so extraordinary that it would be difficult for any self-respecting golfing “wannabe” to ignore.

And so, out of that story in passing, the following headline was born:

“Amazing Secret Discovered By
One-Legged Golfer

Adds 50 Yards to Your Drives,
Eliminates Hooks and Slices ...
and Can Slash Up to 10 Strokes From Your Game

Almost Overnight”

It was a headline to a direct piece that ran for over 12 years in a variety of print formats as well as on the web.

This was a successful ad.

So why did this ad work?

Carlton is convinced it was the hook. As he explained: "People, are never bored by unusual stories. The skinny kid who discovered a fast way to pack on muscle. The business owner who turned disaster into riches. The ancient doctor who stumbled on a way to add ten super-healthy years to your life."

And as for the mystery as to how two thirds of the people of London survived the Great Plague?

See if you can work out the answer by studying this headline I crafted based on a product designed to help sufferers of AIDS in 2009. (Note: As I understand it, such a product is purely hypothetical at this stage).

Attention HIV Sufferers

“Newly Discovered Gene

That Saved Millions in the Great Plague

Can Now Save You Too”

Has LG Gone Purple?

2009-11-25T22:55:00.001+08:00

I was watching TV last night when an ad got my attention.

It was about the new LG Borderless TV, a television which, as the name suggests, has no border lining the screen.

Ordinarily, I probably wouldn’t have taken much notice of this ad.

But because I’ve just finished reading Purple Cow, the landmark work by American marketing guru, Seth Godin, the fact that LG was pushing the viewing area to the edge of the screen struck a chord with me.

For those of you who are unfamiliar with Godin’s insights, he is generally worth a read.

And without giving too much away, the message of Purple Cow (published six years ago) is essentially this…

If you want to be successful in business, find a unique selling proposition (USP) in the field you operate in (nothing new there) that is truly….

REMARKABLE.

Something that gets your market so enthusiastic about your product...

That they can’t help but talk about it.

So how do you do this?

Godin suggests you look “to the edges” of your industry for inspiration (hence the “aha” moment for me when I saw the LG ad).

Ask yourself lots of “what if” questions (start with the five P’s – product, price, promotion, positioning and packaging)…

And see what you spit out.

Did the people at LG read Purple Cow?

I don’t know.

What I do know is that in order to have made the decision to remove the borders on a TV screen, they must have at some point asked the question: “What if?”

If you’d like to know more about creating your own “purple cow”, I suggest you read Godin’s book.

Alternatively, you can follow Godin on-line here.

Morello's Win a Win for the "Customer"

2009-11-24T00:33:00.006+08:00

Twenty-three year-old Andrew "Morello", the “boy from Moonee Ponds”, is the first winner of the Australian version of The Apprentice.

He will join Mark Bouris, the man behind Wizard Home Loans, in heading up a brand new national venture.

Though Morello had lots of virtues, I think the main reason he took out the title was his commitment to customer service…

And I’m not talking about the kind most people associate with the term.

What I am talking about is the kind that goes on behind closed doors...

In the workplace.

Between employer and employee.

Most people don’t see employees as “customers”.

But Morello did (or at least appeared to).

More than once during the series, Morello outlined his belief that people rise to the occasion when you entrust them with responsibility.

Rather than dictate. He guided. And rather than have his team mates report in, he empowered them.

It was a model of leadership that contrasted markedly with that of his opponent in the final, 31 year-old mother from Perth, Heather...who, though hardly "Hitler", was far more focused on getting the job done, than in building relationships with her teammates.

In the end, I think this focus on results over relationships cost Heather the job.

What about the organization you work for?

If it were in the running for a new apprentice, how would Morello and Heather have been split?

Customer Focused Business Success

2009-11-19T22:59:00.006+08:00

The local coffee shop near where I work is doing very well.

It’s called the Dancing Goat and it’s run by a pair of Gen Y’s – Rob and Annie – friends who decided to go into business together.

As I stood in line, waiting for my “skinny flat white” today, I couldn’t help but wonder what made this business tick.

I mean, all the seats were full, and here I was, quite happy to stand in line.

The more I pondered however, the more it became clear to me.

Annie and Rob do three things, very well, that make people want to come back.

What are those three things?

Well, firstly, the environment Rob and Annie have created is warm and friendly.

There’s photos on the pin-up board, writing on blackboards and eclectic ornaments around the place such as a model balsa wood animal head that sits above the kitchen like a “trophy” you might see in hunter’s place in Alaska or Montana.

As a result, the Dancing Goat makes you feel like you’re in someone’s kitchen…Not in a café, or a restaurant. And that ambiance is a big selling point.

The second reason I believe that the Dancing Goat is doing so well is the product. The coffee there is good. And I mean very good. In fact, earlier this year, the Dancing Goat received an honourable mention by the largest newspaper in Western Australia, the West Australian, in Perth’s Best Coffee award. This was in spite of the fact that they had been opened for less than a year.

Finally, the number one reason this business is so successful is because of the people behind it. Quite simply, Annie and Rob make their customers want to come back.

How do they do this?

Well, the most striking thing about Annie and Rob is that they seem to genuinely enjoy what they do. Unlike similar businesses that often give the impression that they’re "under the pump", Annie and Rob make time for people. They always greet their customers with a smile, they make a point of learning people’s names, and they go out of their way to remember each person’s preferences.

“David? He has…”

“The usual for Mel?”

Is it hard to do? Not really.

But do you know what?

So few businesses do it.

They get so caught up in the day-to-day affairs of running the business – the marketing, the accounts, the managing of staff…

That they forget what makes their businesses tick…

Which Is…

THE CUSTOMERS.

So there you have it.

Want to separate yourself from the competition?

Pay attention to these three factors.

1. Environment (How inviting is your workplace for your customers?)

2. Product (How good is your product compared to the competition?)

3. Enthusiasm/Friendliness (Do you love what you do? Is that love on display? Do you know your customers?)

And you’ll be well on your way to business success.

How to Write a Postcard, Dean Rieck Style

2009-11-18T16:49:00.003+08:00

Postcards as an advertising medium are not used a lot in Australia.

But there are a lot of American marketers who swear by them.

Dean Rieck (one of my favourite bloggers because of his willingness to share his vast knowledge of the direct mail game) has just written an excellent post on what makes a postcard work.

Perhaps the biggest take-away from the post is his belief that there should only be one single objective in writing the copy on a card.

Namely, to get the reader to go to a website, or call a number, for more information.

In other words, the card is the first step in a process.

This two step approach to direct marketing is not unique.

In fact, it was discussed at length by Frank Bettgar in his seminal work on selling from the 1950s, How I Raised Myself From Failure to Success in Selling.

What is significant though is Rieck’s emphasis on the point.

Using a two step approach to win business is a direct marketing fundamental, which is often neglected…

So, it’s nice to be reminded of its importance in the sales process.

If you’d like to read Rieck’s article in full, you can do so here.

The More You Prove the More You Move

2009-11-17T09:27:00.004+08:00

I read with interest that the decision to pay Tiger Woods his appearance fee of $3.25 million Australian dollars had proved a windfall for the Directors of the Australian Masters Golf Tournament.

For the first time ever, all four days of the tournament were sold out before Tiger ever set a foot on the green.

And press and TV coverage was at an all time high.

What’s more, Victorian Premier John Brumby stated yesterday that he believed Tiger’s value to the State economy was worth in the order of $19 million over the four days.

Which makes Tiger well worth the effort to get if you can get him.

What’s all this got to do with copywriting and marketing?

This.

The tournament officials of the Australian Masters could have gone after another player on the Golf tour…

Say a Sergio Garcia (currently number 2 in the world) or Phil Mickelson (number 3).

But the impact on the tournament would have been nowhere near as great.

The reason?

Tiger oooooozes credibility like no other in the game of golf.

His reputation precedes him.

And he captures the imagination because of that.

He is, in a nutshell, a marketer's dream…

He knows it.

His management knows it.

And tournament officials know it.

That’s why they’re willing to part with such big money up front.

There’s a saying in marketing circles…

“The more you tell, the more you sell.”

I have my own version of this expression that is derived from the teachings of the world's greatest living copywriter, Gary Bencivenga.
It is…

“The more you prove, the more you move.”

Tiger is the ultimate proof.

He stands above the game, quite unlike any other in his sport…

Contemporary players revere him. He’s admired by past players. And the media, and fans around the world quite simply adore him.

And because of that…

Tiger moves a lot of “stock”.

But what if you’re not Tiger Woods?

Then you need to ramp up the proof as much as you can.

Testimonials are a good way to do this. How many movies have you seen or books have you read because of what others have said?

Other forms of proof include stories, demonstrations (think before and after photographs for weight loss for women or hair replacement for men) or comparing facts and figures (particularly if they’re displayed visually such as in a graph).

Need more proof?

What about drawing on your credentials?

I remember watching the Letterman show once and there was a Doctor promoting some skin rejuvenation cream…or the like.

Can you guess what he was wearing?

Yep.

The full white kit and caboodle.

And this was 11.00 or 12.00pm at night.

At the time, Dave made fun of him, but I could see the method to his madness.

You see, that white coat added credibility.

And just like the organizers of the Australian Masters Golf Tournament, that Doctor knew that: “the more you prove, the more you move”.

Print Ad Headlines 101

2009-09-26T22:02:00.006+08:00

One of the most common types of ads I see in the local newspapers is the tradesman ads.

To me they seem to be bigger than your typical classified ad, but smaller than the usual space version – the ones you see in a lot of newspapers and magazines.

An interesting element to these ads is they rarely use graphics.

So, the success of the ad more often than not lives or dies on the way words are combined.

Get it right and the phone rings…

Get it wrong and you go hungry. .

Which made for an interesting study…

I mean, if you’ve got only a few square centimetres of advertising space to catch someone’s attention, what should you write?

And how should write it?

Legendary advertiser, David Ogilvy, had a theory on this very point. He believed that assuming you get the publication (and therefore the audience), and the offer right…

80% of the success of your space ad lies in the headline…

Mmmmmm…

The headline?

So what headlines were these guys using?

How about…

WA PRO METALS

Of course , there was ACE TILING SERVICES

As well as…

PRO TILING

Did these stop me in my tracks?

Did they call out to me?

No they didn’t. But here’s one that did.

SHOWER LEAKING? GOT GROTTY GROUT?

You see, one of the most important things to do when writing an effective ad is to enter the conversation the person is already having with themselves.

PRO TILING didn’t do that. And neither did TILES WEST or ACE TILING SERVICES.

What they did is put their company name up in lights…

And more than likely cost themselves potential business in the process.

So what should they have done?

Well, my friend the “Shower Leaking” guy was on the right track…

But he could have done so much better.

For example, what if he had combined his original headline with a sub-headline that showcased the benefit for me using him?

Now the ad would read:

SHOWER LEAKING? ARE YOUR MORNINGS IN TURMOIL?

We can have you enjoying a nice hot shower within 24 hours of your phone call.

Not only would he have tapped into my headspace (and my main problem - the inconvenience ), but he would have zeroed in on the main benefit for me using him…

Speed of delivery.

Which is often the reason people look through the trade section of the local rag (as well as the Yellow Pages) in the first place.

The next time you write a headline for a space ad, see if you can enter the conversation the prospect is already having with themselves.

And then promise to take away that pain in your sub-head.

See if you don’t get a better response.

Why You Should (Almost) Never Wear A Tie When You Write

2009-09-24T16:42:00.012+08:00

I was talking to a guy the other day who sold mortgages to farmers.

His job was to travel around the various communities in order to assess what the farmers were looking to buy, and to discuss some of the finer details of the actual mortgage.

To my way of thinking, Brent's about as close as it comes to the old style Bank Manager in the modern world.

Anyway, Brent told me that when he meets these guys, he never tries to over dress.

Unlike the typical dress of bank managers of a bygone era, he wears slacks and a shirt…

Never a tie…

The reason?

He wants those farmers to feel comfortable with him…and one of the most immediate ways to do that is to dress like them (or perhaps a step above).

Anyway, one of the other things Brent told me is that aside from his dress, he is also conscious of his speech when he’s talking to the farmers.

He’s always very relaxed and laid back…

And corporate speak goes out the window.

Which got me thinking…

That’s exactly what you have to do when you write a persuasive sales message.

You see, one of the reasons a lot of people say they can’t write, is that they think they have to write in academic speak...

The stuff Universities demand when you submit a paper...

But which has very little in common with the language people use every day.

Now let me say this…

Academic speak…with few exceptions, rarely makes sales.

And for a very good reason.

You see, most people are not academics…

But normal people…

People who speak with accents, with colloquialisms, and with gusto.

Which in most cases, is the language you want to access when you’re writing to the masses.

So how do you know exactly where to pitch your language?

Well, one of the tried and true rules is to keep the reading level at about that of a 10-12 year-old.

The other way to access the language is to conduct research.

Either go out and meet your potential customers.

Or hang out where they do.

Off-line this can be a bit tricky.

But to give you an example, if I were writing for a football club, I’d hang out with the members…

In the pubs and clubs…

Where they laugh, scream, swear and cheer.

And then I'd mimic that when I put pen to paper.

On-line it is a lot easier.

Join forums related to the subject matter.

You can find these on sites like Yahoo, Ning and Linked-In.

Marketing legend Jay Abraham also recommends reading the reviews on Amazon.com about books related to the subject matter.

How are those reviews written? What subject specific words are they using? What phrases are unique to that group?

Get in there.

Read.

Absorb.

And then write.

And you’ll find you connect a lot better with your readers.

Halleluiah – You’ve Found the "System" for Their Needs

2009-09-10T20:23:00.005+08:00

I read recently that between 1995 and 2005, the sales of cookbooks increased by 5% a year.

That’s a sizable increase – in any one's language.

Obviously there are lots of reasons why cookbooks sell.

It could be the food itself. Or the photographs that show off the food. Or the emotional connotations associated with food – (think comfort foods and foods from your childhood for example).

But if you ask me, one of the main reasons cookbooks sell is because they contain…

RECIPES.

A list of ingredients and processes that can be followed in order to create your favourite dish.

So what’s this got to do with writing persuasive sales copy?

This.

Recipes are merely a way of turning what is quite possibly an art into a SCIENCE.

And just like a recipe, when outcomes can be controlled, and repeated, they have far more appeal to consumers.

So the next time you write a sales message.

Ask yourself is there’s a way to make what you’re offering seem like it’s a PROCESS.

Tell the potential customers you’ve spent several years and many thousands of dollars perfecting your craft/product/service.

Until what you do became AUTOMATIC.

Use words in your headline and body like SYSTEM, FORMULA, CHECKLIST, GUIDE, SHOPPING LIST and BLUEPRINT.

And watch your sales grow.

Oh. And in case you didn't pick up it, RECIPE is also a great word when you're trying to get this point across.

AIDA and 14 secret copywriting formulas

2009-09-08T22:17:00.002+08:00

AIDA and 14 secret copywriting formulas

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Email Marketing

2009-08-31T21:56:00.009+08:00

One of my favourite copywriters is Ben Settle.

I get an email alert from him about four or five days a week.

Now Ben’s one of a number of copywriters I get email alerts from.

And even though time doesn't allow me to open every email he sends me, I do open the majority of them...which I can't say for any of the others.

For a while, I've been thinking why I give his correspondence "special treatment".

And I think it comes down to one thing...

His subject headlines...

You see, Ben's words in the subject header look different to everybody else's.

He writes things like:

Say It, Don't Spray It On Twitter
How To Be A Sales Dawg
Stinky Sales Pitches
Email Marketing Kryptonite
Stab Your Competition's Eye Out

Now I’ve looked at these subject headings long and hard to see why I find them so compelling.

And I think it’s this.

Ben doesn’t pitch at the “intellect” level.

Instead, he pitches at the 8-13 year-old level...the years when I read comics, watched cartoons and "hoed" into the cereal bowl after school.

Certainly, in my case, these were formative years.

And though, it's been a while since I was 13 (I'm now 44!), there’s an emotional connection there that still affects my behaviour...

And explains why I find Ben Settle's subject headlines so compelling.

Oh, and by the way…

It would be a mistake to think that Ben's posts themselves are pitched at the schoolboy level.

Rather, his thoughts about sales and copywriting are original, quite often controversial (eg. “Nab more sales by offering less value?”)…and very insightful.

If you haven’t signed up to receive his posts, I highly recommend you do.

Which Fonts Work Best Where

2009-08-26T21:39:00.006+08:00

I learned something today. I’ve always known that print types can broadly be categorised into two distinct types: Serif and San-Serif.

And though I knew that Serif has more squiggly lines, I wanted something more definitive.

Well, it turns out that Serif fonts also have “little feet” on them. And the reason they’re preferred in traditional print media (letters, newspapers and magazines) is because our eyes are able to comprehend more effectively when we see those little feet.

Some of the most common serif faces are Times New Roman, the “Garamond family” and Georgia.

Interestingly, because of the low resolution on the internet compared to printed matter, the Serif fonts, with their little extras, are harder for us to read on that medium.

That’s why the best styles to use on the web are the "non-feet" variety such as Verdana (very popular) and Arial – members of the San-Serif family.

* Note: the San-Serif fonts often make good choices for headings and sub-headings when combined with Serif fonts on printed matter.

When Long Copy Works

2009-08-25T20:26:00.013+08:00

I had to buy a present for a guy at work the other day.

John was leaving to go to another firm.

No one had an idea about what to get him.

So in the end, we decided to heed some advice I was given a long time ago, which was: "if in doubt, buy something related to their passion".

Now John loves cycling.

And he loves cars too.

So we ended up buying him a gift voucher that he can use in a bike shop, as well as something to remember us by - a CD holder that fits snuggly into the sun-shade of his car.

When John got these presents, he was tickled pink.

You see, even though his gift was only a gift voucher, it was a voucher related to his passion...

And so it meant more to him.

So what’s this got to do with copywriting?

Well, a lot of people have an opinion on whether long copy (the sales letter stuff) works.

And here’s my take on it.

If you target the person right.

If you really get to the heart of what makes them tick, or what keeps them awake at night.

They'll read....

Not just the headline. And not just the P.S.

But EVERY LAST WORD.

And then...

More than likely…

They'll open their wallet...

And purchase your product...

Which afterall, is the name of the game.

So the next time you decide on the length of your sales letter, make sure you ask yourself this question…

How passionate is the target audience about my product?

And then work from there.

What a Newspaper Article Can Teach You About Advertising

2009-08-24T22:30:00.005+08:00

I’m a dog person.

I’ve got a little Staffordshire Bull Terrier named Bess.

Now Bess is the friendliest dog you could meet.

She loves people, she’s got a permanent wag of her tail, and she has a “smile” on her face that still stops people in the street, even though she’s now 10 years old.

Now despite these redeeming features, I often joke that Bess is NOT the smartest dog…

Mainly because if I hit a tennis ball for her (which is her favourite thing in all the world to do)…

She often can’t find it.

Even when it’s staring her in the face.

Now this capacity to look blindly for the ball has inspired a tongue-in-cheek line I often say to my kids: “I’m not a smart dog but I know what love is…”

A play on the line from the movie, Forrest Gump, starring Tom Hanks.

Now as you can imagine, when you’re aged 4 and 6, a line from a movie that was made in 1994 goes straight over your head.

But it doesn’t stop me saying it (and grinning at my own joke each time).

So when I saw an article in the local paper last week which listed the smartest and dumbest breeds of dogs, you could say I was more than a little interested.

Had I been right all these years?

Was Bessie on the wrong side of the ledger when dog IQ was handed out?

Or had my assessment of her intelligence been a bit tough?

I read with baited breath….

One of the things I’ve noticed about owning a dog , is that when one dog person meets another, they invariably talk about their dogs.

And as you can imagine, over the past week or so, I’ve had lots of conversations about that article…

In fact, virtually every dog person I’ve spoken to has either read that article, or have heard about it.

Now when you think about it, this is a pretty impressive “stat” since not everyone I’ve spoken to gets the newspaper.

So how did this transfer of information happen?

And more importantly, what’s this got to do with copywriting…

And making more sales?

Well, I always remember reading a piece of advice from the late Gary Halbert, one of the greatest copywriters in recent times.

In his view, the secret to making a great ad, was to disguise the fact it was an ad, and make it seem like an article.

Now this article about the dogs wasn’t an ad in any shape or form.

But it so easily could have been.

And, if I were a breeder of the dogs at the top of the IQ tree (the Border Collie and the Poodle)…

I’d have that article plastered everywhere. I’d put it on my website, I’d make copies of it and add my telephone number, and I’d send it to all the influential people I knew, including the media.

And do you know what?

Because that information is in an article.

It’s perceived to be more legitimate.

And so people let their guard down a little.

And are more likely to buy…

Now, what if your business hasn’t been fortunate enough to be featured by a newspaper?

Simple.

Either try to get free press by creating a press release and attracting their interest (to be covered in a future post).

Or…

As Halbert said, write your own “article”.

Construct an ad that looks like an article.

Use the same style of writing as the intended publication tend to use.

Use the same type of font.

And use the same sort of headings…

And wait for the phone to ring…

Because…

“People have seen you in the newspaper”.

Oh, and by the way…

In case you’re wondering…

Bessie didn’t make the list of smartest dogs.

But then she escaped the other list as well.

So perhaps I have been a bit tough on her.

But it’s still not going to stop me saying my line from Forrest Gump, because…

I like my joke too much.

A Trick for Keeping Your Copy “Tight”

2009-08-13T23:20:00.003+08:00

It’s easy to write sales copy that flows.

But if you want it to sing…

To reach out from the page and grab the reader by the lapels.

You have to be clear about what it is you are trying to say.

Here’s one way that will keep you on track.

Ask yourself: “By the end of this (sales letter, space ad, e-mail or ?) I want the reader to (fill in the blank)".

It could be to pick up the phone.

It might be to sign up on-line.

Or come into the shop and grab a bargain.

Whatever it is, keep it front and centre of your thoughts at all times.

And see if that doesn’t tighten up your copy.

A Powerful Lesson Learnt the Easy Way

2009-08-12T23:30:00.005+08:00

I learnt a powerful lesson today.

I was due to give a presentation to a small group I’m a part of.

It’s specifically set up to work on presentation skills.

The task for today was to stretch yourself by presenting in a way that you feel uncomfortable.

I decided that I could learn most by trying to include a PowerPoint presentation in my delivery.

Now I haven’t used that programme a lot.

I know the very basics…

But have never really bothered to take advantage of the power of the tool.

Which is why I was looking forward to the challenge.

I mean what could I create if I put my mind to it????

Well, as it turned out, it was much harder than I thought.

I guess it was because I was putting a lot of thought into every picture.

If a photo added to the presentation, it was in.

If it dominated the slideshow however, it got the chop.

In the end, I was pretty happy with what I had come up with.

It wasn’t world class, but it was pretty good.

The only problem was, there was another important part of PowerPoint that I should have also considered.

And that was the technical side.

Whose laptop would I be using?

Would it play on that laptop?

These were questions I should have considered.

But didn’t.

Probably because I was so relieved just to get it together.

So went it came time for me to do my thing…

And THE SLIDESHOW FROZE ON THE FIRST SLIDE…

You could say I was a bit concerned.

I mean, this was Presentations Skills 101 and I…

Was stuck.

Forced to ad-lib as best I could.

And grin and bear it.

In the end I did OK.

But I could have done so much better.

I’m just glad that it happened in a practice session.

Because I learned a fantastic lesson…

The easy way.

Now if you're in any form of sales, I recommend you try to find opportunities to practice what you do.

I know one of the top real estate agents in Australia, Matt Steinwede, always takes time out of his (very busy) schedule to go over his presentation skills.

He loves nothing better than having his colleagues throw "curve balls" at him.

Tricky stuff designed to replicate the sorts of objections he gets in his presentations on a day-to-day basis.

And do you know what?

When they come, he answers them very calmly and methodically...

Engendering a confidence in his ability to sell a home that wouldn't be there had he shirked the issue...

As some of his lesser performing contemporaries are prone to do.

I guess the moral of the story is that no matter what you do, you're going to get curve balls.

And the more experience you've undertaken BEHIND THE FRONT LINES...

Whether it be rehearsal, or training, or simply listening to a seasoned campaigner from your industry.

The more likely you are to deal with it when it comes.

Which in my book translates to...

Powerful lessons learnt the easy way.

The Right Attitude for Supreme Customer Service

2009-08-06T22:17:00.002+08:00

We had an interesting discussion in our office meeting the other day.

It was about the standards of service we expected of ourselves when dealing with customers.

We had the usual stuff.

How many times should a phone be allowed to ring?

Stuff about taking on board the client problem.

The importance of using names.

It was a good session.

Everybody was into it.

And then one of the guys said:

“Our job is to win the hearts of our customers.”

In that one sentence, he captured what all the other stuff was about.

What about you?

Do you focus on winning the hearts of your customers?

Web Eye Tracking Research

2009-08-05T23:05:00.016+08:00

Eye Tracking Research:

What Your Clients

REALLY See

When they Visit Your Web Page

Nielsen Norman Group have made a name for themselves by tracking the eye movement of people on the net.

Their findings have implications if you want to know the best way to get your message read on line.

Email, e-newsletters, social media, direct mail, subject lines, images, colours.

You name it – they’ve studied it. What’s more, they quite often revisit their studies to see if their original findings have changed over time.

So if you’re interested in understanding the nuances of laying out text on the web...

You could do a lot worse than lose a few hours on their site.

P.S. If you think I’m waffling today, it’s deliberate.

You see, I wanted enough words on my page so that I could show you in a round about sort of way, the way most people view a web page. For one,

they don’t read a webpage, they scan it.

And two, they don’t take in information the way you would read a book, but move across the page at the top of the page (typically where the headline is located) and then proceed to scan downward. A third of the way down the page, they read across again. But typically, this is not as comprehensive as for the first line.

In other words...

they take information along the lines of the shape of a capital “F”.

Now I’m not quite sure what this means but I thought I’d play around with the layout of this article (as best I could given the restrictions) to see if I could take advantage of that knowledge.

For one thing, I tried to lead with the important information in the headline. That's because the headline is one of the few sentences you can be pretty sure your audience will read.

And, because your clients predominately read down the page, I also tried to load the front part of the sentences with the important information (I've put the sentences where this is applicable in bold).

So how'd I do?

Was this post any easier to read? I'd be interested in your thoughts.

If you’d like to know more, check out the Nielsen site .

P.S. Just for fun I thought I'd group all the words from the above post together (see below) so you can get a feel for how that looks. It's not a valid comparison I know. But it is worth looking at how uninviting such a piece of information is to the eye.

**************************************************

Eye Tracking Research: What Your Clients REALLY See When they Visit Your Web Page. Nielsen Norman Group have made a name for themselves by tracking the eye movement of people on the net. Their findings have implications if you want to know the best way to get your message read on line. Email, e-newsletters, social media, direct mail, subject lines, images, colours. You name it – they’ve studied it. What’s more, they quite often revisit their studies to see if their original findings have changed over time. So if you’re interested in understanding the nuances of laying out text on the web...You could do a lot worse than lose a few hours on their site. P.S. If you think I’m waffling today, it’s deliberate. You see, I wanted enough words on my page so that I could show you in a round about sort of way, the way most people view a web page. For one, they don’t read a webpage, they scan it. And two, they don’t take in information the way you would read a book, but move across the page at the top of the page (typically where the headline is located) and then proceed to scan downward. A third of the way down the page, they read across again. But typically, this is not as comprehensive as for the first line. In other words...they take information along the lines of the shape of a capital “F”. Now I’m not quite sure what this means but I thought I’d play around with the layout of this article (as best I could given the restrictions) to see if I could take advantage of that knowledge. For one thing, I tried to lead with the important information in the headline. That's because the headline is one of the few sentences you can be pretty sure your audience will read. And, because your clients predominately read down the page, I also tried to load the front part of the sentences with the important information (I've put the sentences where this is applicable in bold). So how'd I do? Was this post any easier to read? I'd be interested in your thoughts. If you’d like to know more, check out the Nielsen site .

A Great Way of Keeping People Reading Your Copy

2009-08-01T09:17:00.005+08:00

In my previous post I talked about the importance on linking one sentence to the next...

So that people want to keep reading.

But how exactly do you do that?

Well, there is no exact way to do it.

But there are numerous ways you could do it.

Telling a story is a great way.

It could be yours.

Or that of one of your clients.

Now you don't want to tell just any story.

You want one that connects.

And the best way to do that is to "meet the prospect where they are at". So...

If you're selling a product that helps people lose weight...

Start your story with...

"They used to call me Fatso at school..."

Can you see what's the next logical step from there?

Expansion. Stir the pot a little.

Add some EMOTION.

"I remember avoiding certain kids. I'd see them coming in the hallway and deliberately walk the other way..."

"Because each time they used THAT WORD, it hurt".

Can you see what just happened?

In the space of few sentences, you've drawn in your prospect.

If you've targeted your audience correctly, chances are they're overweight and can relate to the story.

More importantly, they'll be engaged.

They'll want to know how you coped with that name calling.

And they'll be very interested when you write: "They don't call me Fatso now."

And they'll wonder why they no longer call you "Fatso".

And they'll read on when you write:

"That's because a friend introduced me to XYZ Company..."

And they'll say to themselves...

"Maybe XYZ company can help me too".

And they'll continue to read.

Until they provide their email address for a newsletter...

Or click on the icon that says: "Order Here".

Which is what you wanted them to do when you wrote that headline.

That led into the first sentence...

That led into the second.

And hopefully helped you to create...

A Sale.

The Aim of a Headline

2009-08-01T00:23:00.004+08:00

Q. Why have a headline in a sales letter?

A. To get the prospect to read the 1st sentence.

Q. Why have a 1st sentence?

A. To get the prospect to read the 2nd sentence.

Q. Why have a 2nd sentence?

A. That's right folks. To get them to read the 3rd sentence...

And so on.

Q. When do people stop reading copy?

A. When they find a sentence that doesn't compel them to read the next one.

That's pressure for you.

How's Your USP

2009-07-30T17:34:00.002+08:00

The Australian hardware conglomerate Bunnings have a Unique Selling Position (USP) that I like.

They promise:

“Lowest Prices Are Just The Beginning”.

It’s the thing about Bunnings that they believe makes them different.

In this case, price…

As well as a range of other factors including range, and friendly staff who are passionate about their area of expertise.

The interesting thing about Bunnings is that their advertising continues to promote variations of their USP.

In catalogues…

On TV…

And on the internet.

In fact, even though I was very familiar with it, I found the following guarantee on their web site (although not as prominent as I would have thought):

“If you happen to find a cheaper price on a stocked item we'll beat it by 10%".

See how it fits nicely under the USP?

And when they advertise the size of their range of items on TV…

That concept fits under their USP as well.

What about your business?

Do you have a Unique Selling Proposition?

Does your advertising always reinforce your uniqueness?

The Trick to Selling the Simple

2009-07-28T20:29:00.011+08:00

How do you entice someone to buy an orange?

Make it the most delicious, juiciest, textured orange you can imagine.

Describe the pulp fibres in detail – their thickness and fluid retaining properties.

Go into the science behind growing those oranges…

How they’re harvested at a specific time to enhance the taste.

And then deep chilled to ensure they arrive at your door…

As though they’ve been picked fresh from the tree.

According to legendary copywriter Joe Sugarman, the trick with selling a simple product is to explain it in a “very complex way”.

Can you guess the other half of this rule?

Yep, if you’re selling the complex, explain it “in a very simple way”. But that's another story...

Marketing Lessons from a Couple of Little Kids

2009-07-27T21:51:00.003+08:00

The other day, I was driving with my two kids, aged 4 and 6, when we stopped at the traffic lights.

Because they know I’ve been involved in the real estate industry, they often take an interest in “For Sale” signs.

4-year-old: “Daddy, are they selling their house?”

Daddy: “Yes.”

4-year-old: “Why don’t they have any pictures on the sign?”

Daddy (baiting a little): “It’s a got a picture of the man selling the home.”

4-year-old: “But there’s no pictures.”

Daddy (stirring a bit more): “Which is better. Pictures of the man selling the home or pictures of the home?”

6-year-old: “The home. Cause if the man is not there, you can still see what the home looks like.”

Marketing is not rocket science.

What is Marketing?

2009-07-23T21:07:00.007+08:00

In a recent conversation with a friend of mine, the topic of marketing came up. Like a lot of people, Adam equated the word “Marketing” with “Advertising”. As I explained to him, I think it’s a much broader term than that. And then I started to write…

1. Marketing is advertising.

2. Marketing is customer service.

3. Marketing is how well you look after your colleagues and workers.

4. Marketing is the perception that people have of you in the community.

5. Marketing is the perception of your business in the community.

6. Marketing is the way you package your good or service.

7. Marketing is your propensity for a smile.

8. Marketing is whether your first thought is for your business, or for your customer.

9. Marketing is the changing of a word in an ad so that it has more impact.

10. Marketing is your ability to listen.

11. Marketing is your willingness to go the extra mile for your customers.

12. Marketing is how you look.

13. Marketing is your presence on the internet.

14. Marketing is being on time.

15. Marketing is the way your office feels when people enter the premises.

16. Marketing is the way you celebrate victories.

17. Marketing is the way you accept defeat.

18. Marketing is your relationships with service providers.

19. Marketing is what you wear.

20. Marketing is how individual you are in the eyes of your customers.

21. Marketing is the number of times you can appear in the news for free.

22. Marketing is the willingness of your customers to stand up and tell the world about your
good or service.

23. Marketing is the transmission of your good or service from consumer to consumer.

24. Marketing is your response to a complaint.

25. Marketing is the consistency of message coming from all of those who work for you.

26. Marketing is what you drive.

27. Marketing is how many ways you are trying to attract clients.

28. Marketing is the message on your stationary.

29. Marketing is your contact with customers after they've purchased.

30. Marketing is the number of ways people can pay for your good or service.

31. Marketing is the number of you's versus me's in your advertising.

32. Marketing is the attractiveness of your offer.

33. Marketing is your guarantee.

34. Marketing is the message on your invoices.

35. Marketing is how boldly your guarantee (if you have one) is displayed.

36. Marketing is how long a person has to wait to hear from you after they've left a message.

37. Marketing is the tone and manner of the voice people hear when they ring the premises.

38. Marketing is knowing what the competition is doing.

39. Marketing is how knowledgeable you appear about your product or service.

40. Marketing is the strength of your promises.

41. Marketing is how much you appear to care.

42. Marketing is the friendliness of your voice message.

43. Marketing is how recognizable your logo is.

44. Marketing is the feelings your product or service evokes in a client or past customer.

45. Marketing is the depth and breadth of your relationships.

46. Marketing is the frequency of contact between you and prospective clients.

47. Marketing is the stories you like to tell about your business, product or service.

48. Marketing is the stories prospects tell themselves about your business, product or service.

49. Marketing is the look and navigability of your website.

50. Marketing is the unexpected things you do for your clients.

51. Marketing is thanking your clients for their patronage.

52. Marketing is the attractiveness of your photos.

53. Marketing is the desirability of your product or service.

54. Marketing is the cleanliness of your toilets.

55. Marketing is the number of your staff who leave to work elsewhere each year.

I'm sure the list is by no means comprehensive. See how many other elements of marketing you can add.

Write to a Person, Not an Audience

2009-07-22T22:23:00.001+08:00

I write my best copy when I’m writing to a person.

And my worst, when I’m writing to an audience.

The reason is not hard to work out.

In the first case, what is appropriate in terms of content, language and tone is fairly clear.

I’ve met the person, I know what they’re like, so I know how to speak to them.

But what about the audience?

The trick here is to talk to them like a person too.

If you can meet one of them, do so.

And if you can’t, find out everything you can about him.

Read what he reads.

Watch what he watches.

Hang out where he hangs out (off-line or on).

It’s not quite as good as meeting him.

But it should help make your copy more personal.

And because of that…

More engaging.

Which in marketing terms...

Can often lead to more sales.

Meet Your Audience Where They Are At

2009-07-21T10:44:00.001+08:00

I helped a friend of mine, Sam, prepare for a job interview yesterday.

He was looking to win a job as the head coach of a local tennis club.

He was down to the last two people and was due to deliver a 15 minute presentation to the club’s committee.

Sam had prepared a PowerPoint presentation to complement his speech and was interested in my thoughts.

Now Sam had put a lot of work into this presentation.

And it was good.

But there was a problem.

You see, Sam’s first slide was about his business.

And so too was his second…

And his third…

And his fourth.

And he only had 15 minutes...

So after a little encouragement, we decided to see what would happened if we moved the slides around…

Up front, we put up a slide that identified the problems facing that particular tennis club.

These included things like declining membership, increasing hard costs and courts that were not being fully utilized.

Then we agitated the problem by explaining that the club was not unique; what was happening to them was happening to tennis clubs right across Australia.

Rather than focus on the negative though, we sought to “paint a pretty picture”.

We said it was possible to fix each of those problems…

But you’d need a person with a particular skill set to do it.

And guess who had that skill set?

Sam.

You’d need someone who had experience running strong junior programs.

Sam had that.

You’d also need someone with a flair for marketing and administration.

Sam really enjoyed these aspects of running a business.

You’d need someone with contacts. Someone who could bring people to the club.

A s the tennis coach at three elite private schools, Sam had access to 100s of students, many of whom did not have a club to call home.

These contacts were a definite tick in the box for Sam.

It seemed that no matter what the problem…

Sam had…and WAS the solution.

Now I don’t know if Sam will get that job.

But I think he’s given himself a much better chance by structuring his presentation this way.

The reason?

His presentation is now tailored to the needs of the club.

Instead of starting off and “beating his chest” with this is me and this is what I do…(where most people switch off).

He is now starting with…

“I understand this is your problem…”

And where previously the strengths that he brings to the position were introduced in isolation.

They were now being introduced contextually - one of the most powerful ways of getting a message across to an audience.

The more I thought about this presentation, the more it occurred to me that the original was like what you’d typically see in a lot of sales letters and websites.

It was very much me, me, me.

Instead of you, you you.

More importantly, the more I thought about it, the more I realized that the way the new presentation was structured:

1. Here’s Your Problem
2. It’s worse than you think
3. There is a solution
4. I am the solution.

would not make a bad structure for a sales letter.

Match Your Testimonials to Your Prospects

2009-07-18T22:42:00.000+08:00

For quite a few years when I teaching at Scotch College, a boys school in Perth, I was in charge of organising the Year 9 Social Studies Tour to Canberra, the capital of Australia, on the other side of Australia.

The trip was subsidized by the Australian Government who are based in Canberra and had spent a lot of money in developing the educational facilities there - museums, galleries - in order that students better understand their national heritage and system of government.

The tour was a good one.

There was obviously a strong educational component.

But there were other "attractions"...

Most notably the opportunity to ski in the Blue Mountains, and to hang out with girls from our sister school, Presbyterian Ladies College (PLC).

Now on the surface you'd think that this would be a popular tour.

I mean we were effectively offering 14-year-old boys the opportunity to spend a week travelling with 14-year-old girls!

But for whatever reason, interest in the first few years was relatively low (about 40 students).

Looking back, the problem was obvious.

Typically, we promoted the Canberra Tour by holding an information session where a teacher would stand in front of the kids and describe what they'd be doing. He'd also hand them an information sheet about the trip.

And though this obviously drew some interest, it was mainly from the kids who were strong academically - ones who would really get into the educational component of the tour.

Then one year, we decided to change the approach.

Instead of one of us talking.

We got the kids who'd been on the trip in the previous year to tell the Year 9's about their experience.

We mixed up the sort of kids who spoke.

Yes, we had the obligatory Squid (as the other kids called the academics) who talked about the Science Museum and the Art Gallery...

But we also had a "Jock" and a "Rebel".

Kids who loved the skiing...

And/or the opportunity to be around girls for a full week.

The interesting thing was...

These kids each brought different stories and different terminology to the table when they spoke to the younger kids.

And, that variety of story connected.

That year we had over 120 applications for 100 spots.

And the trend, as I understand it, has continued since.

So what's this got to do with marketing?

This.

Where possible, try to ensure that the people endorsing your product are on the same "wavelength" as the people you're targeting.

They should look the same in terms of age and sex. They should work or live in the same areas. And they should speak the same "language".

Fail to do this and you'll probably have a disconnect.

Do this and you'll have...

More sales.

The Value of Repeat Business

2009-07-17T19:45:00.002+08:00

Once upon a time I bought a book at Borders Bookshop.

The girl behind the counter asked me if I would like to be on their e-mail “Shortlist”…an initiative where Borders email me information about their upcoming specials and latest releases.

I received an email from Borders today.

The header was for “20% off 1 business or finance book” for subscribers.

I opened the email.

And downloaded the voucher.

And I’ll probably pay Borders a visit.

And buy my business book…

At 20% off.

Bit here’s the thing.

Chances are, when I’m there, I’ll see something else I like.

And because I’ve already saved my 20%, I’ll convince myself I have the money to purchase that other book.

Or two.

How do I know this?

Because it’s happened before.

Several times.

In fact, Borders have done very well out of me since I made that initial purchase a couple of years ago…

to the tune of about $1500-$2000 spent on books.

Now assuming I repeat past behaviours and buy more than one book with the latest voucher…

How successful were Borders with this email?

Very.

One, they got me into the store, when I originally had no intention of going.

Two, because I was in the store, I spent a lot more than the purchase price of one book.

Three, because they gave me a good deal (as opposed to the non-subscribers), I feel special.

And my loyalty to the company increased...

Borders get it.

They know the value of repeat business.

And they know how to keep it coming in.

Are there opportunities in your business to do the same?

The Often Neglected Key Ingredient of Your Sales Copy

2009-07-16T22:59:00.000+08:00

Assume you’ve got the fundamentals of a good sales letter all lined up to go.

You’ve a hungry crowd, a great product or service, an unbelievable offer, a cracker of a sales letter, and a rock solid guarantee.

Assume you send that letter out.

Will you get a response?

Possibly…

Want to improve your chances?

Give the potential buyers a reason to respond.

Tell them there are limited places available.

That there is limited stock.

Or, limited time.

Tell them that they’re on a preferred list but their price will revert to what everyone else pays on a particular date.

Just make sure you tell them something to get them across the line.

Because if you don't.

They'll think about it.

And they might come back...

And they might not.

How To Stop The Clock Ticking on Your Web Page

2009-07-15T22:15:00.000+08:00

Eight...Seven...Six...Five...Four...Three...Two...One...

8 SECONDS

That's average length of time you have to make an impression before someone clicks away from your web page...

Or decides to stay!

Hopefully, you've got something there that interests them.

So what is it that should be there?

Information.

In her book, Web Copy That Sells, Mario Veloso sites an eye tracking study conducted in 2000 by Stanford University and the Poynter Institute for Media Studies which found that: “the first thing people look at on a webpage tends to be text.”

Veloso is adamant that sales spiel is a big turn-off.

In her view, the best web copy is written like an editorial.

It’s content rich and opinionated.

For example, if I was looking for a tennis coach to teach my son and came across the following article on a website: The Two “Big Shots” Every Player Must Have in their Repertoire to be Competitive in the Modern Tennis Game, I’d read it.

Why?

Well, firstly I’d be curious. This is a big part of an effective headline.

Secondly, it’s different. On the surface, it’s informative rather than persuasive.

And thirdly, there’s a benefit. I’d want to know this information so that I can make sure that my son develops those two big shots in his game.

And do you know who I’m most likely to use to teach him those shots?

Yep.

The person who wrote the article.

And to think, he or she didn’t sell me a thing.

Store Metaphors to Improve Your Copy

2009-07-14T09:40:00.000+08:00

I'm always on the lookout for good metaphors.

And, unlike a lot of literary academics, I don't have an aversion to using those that are commonplace.

In fact, well known metaphors are "bread and butter" for copywriters because they help to create pleasing (or not so pleasing) pictures.

And to exaggerate emotion.

If you're serious about being a top copywriter.

Tune into them at every opportunity.

Here's one I found in the local paper last week.

The writer, Mark Naglazas, was comparing Sacha Baron Cohen's new movie, Bruno, to his previous film, Borat:

...there are any number of moments that will have your eyes popping out of your head and your jaw hitting the floor, Warner Bros cartoon style...

Now, I don't know where or when.

But I'm pretty sure I'm going to use that metaphor someday.

And so I've kept it.

Alongside a bank of other metaphors.

That I'm always on the lookout for.

I find them in newspapers (the sports section is great).

I hear them in interviews (and usually repeat them into my phone recorder).

And other people's sales letters are littered with them.

Keep an eye (and an ear) out for metaphors if you want to improve your copy.

Do Quotation Marks in Headlines Work?

2009-07-13T12:11:00.000+08:00

I always remember Ted Nicholas, a legend in direct marketing, saying that you should use quotation marks in your headlines.

A strong believer in testing the various components of a sales letter, Nicholas found that the use of quotation marks, consistently resulted in a significant increase in response.

Just for fun, I wondered how prevalent this tactic was on the internet. And if the same translated on-line…

I just had a look at the sales letters of five top internet marketing gurus.

Guys who sell millions of dollars worth of product each year.

And here’s the thing…

FOUR OUT OF FIVE HAD TRHEIR HEADLINE IN QUOTATION MARKS.

Which is pretty…THOUGHT PROVOKING.

Now you’re probably thinking that someone had given them a testimonial and these were grabs from that.

The interesting thing is…

No credit was given for those “allegedly spoken” words.

They sat there all alone…

In quotation marks.

Giving the impression that they had actually been spoken.

Food for thought if you’re looking to increase your response.

How To Get Great Testimonials

2009-07-11T15:31:00.000+08:00

Testimonials can be a powerful form of persuasion when selling.

If you don’t believe me, take a look at any of the top internet marketers on line.

You’ll find their sales letters to be full of them.

But having studied a lot of copy, what I’ve noticed is that some testimonials are far more persuasive than others.

The reason?

Intent.

Most of the time when people ask for the testimonial they don’t tell them what it’s for or who is the audience.

And so people write cautiously, trying to appeal to “the masses”.

The problem with this broad stroke approach is that when it comes time to use the testimonial, they sound stilted.

People will write things like: I highly recommend the services of A,B,C company. They painted my house and did a good job”.

Now don’t get me wrong, this testimonial is better than nothing.

But it would be far more powerful if you "tapped into the mindset" of the prospective client.

So how do you get them to do this?

Three ways.

1.Tell your happy customer to pretend they are writing to a friend trying to convince that person to use your product or service. By getting them to do this, the testimonial is more intimate, more believable, and loses that “broad stroke sound” that makes a lot of testimonials impotent in terms of their persuasive power.

2.Tell them to write the story of their experience making sure to include what they were thinking when they were considering using you as an option. Why is this important? Because if your happy client initially had reservations about using your service, chances are your prospective customer will too. The power of the testimonial lies in it's capacity to say to the prospect, "I was a little concerned LIKE YOU ARE NOW, but I needn't have worried".

3.Tell them to include specifics wherever possible. If by using your services they saved time or made money, ask them to include the details, the before and after. You want them to write: “Before using XYZ Internet Positioning Services I had a 1% opt in rate on my Google Ads. Thanks to Garry and his team, that figure is now 3% - a 200% increase in the number of people responding to those ads”.

If you can encourage your “raving fans” to imagine “tell their story to a friend, including the specifics” when writing your testimonial, you’ll get some great stuff.

For example, if we had given the writer of the testimonial about the painting company mentioned above these guidelines, we would have ended up with something much richer in content and far more influential on the prospective customer’s decision making:

“When I was looking to get my house painted, I had no idea who I would use. I ended up going to the Yellow Pages and choosing the three who had the biggest ads to give me a quote. The thing I liked about ABC was that instead of just giving me a quote, they asked a lot of questions about what I wanted the house to feel like in each room and offered some really helpful suggestions about what colors night work best where. They were also keen to know my schedule so that they could work around that if possible. In the end, their quote came in a bit above the others but I didn’t care. I was just glad that I had chosen a company who seemed to be genuinely interested in my needs. As it turned out, I couldn’t have been happier with my decision. ABC painted during my working hours, cleaned up after themselves, and completed the job two days ahead of schedule. More importantly, the colors they recommended look fantastic.”

You could use this testimonial in whole, or pull it to bits – depending on where you wanted to use it.

Now before you say: “No-one will write that much”, let me tell you they will – particularly if they LOVE YOUR SERVICE OR PRODUCT.

All you have to do is prime them for the “tell your story to friend with specifics” technique, and show them an example (use the above if you don’t have one already).

Try this approach and see what happens.

I know, you’ll love the results.

Write to the Chimpanzee Brain to Sell

2009-07-09T11:57:00.000+08:00

The late Eugene Schwartz once said that the aim of copywriters should be to write to the “Chimpanzee brain” when trying to sell a product.

What did he mean?

Well, he was referring to the fact that our brains are actually three brains put together...But only one of them held the key to more sales.

What are the three brains?

1. A reptilian brain (the oldest and most basic – this determines our physical needs such as water food and shelter)

2. A mammalian brain (the second oldest – here we’re talking about our emotional needs. Think of love status and power and you’re on the right track).

3. A human brain (the youngest - our cognitive needs. Think language processing, reading, problem solving).

Guess which one a lot of copy is written to?

Yep. Number three. The human brain.

You see this when people get bogged down in features and detail.

They’ll say things like: “This home has an energy rating of…”

“This formula contains peptimyocin, anocyn and pharmyxol”.

I mean, who cares?

What people do care about is where they sit on the totem pole.

Will this product them beautiful? Put that in big bold letters.

Will it make them more desirable? Hammer that point too.

More enviable? More powerful? More influential even?

Tell them all these things.

Because, as Schwartz said, these are triggers that’ll hit your reader “in the gut”.

And stop him dead in his tracks…

Until he simply must have your product or service.

Get Friendly with the "You Family" to Improve Your Copy

2009-07-08T22:50:00.000+08:00

Want to improve your copy almost instantaneously?

Get friendly with the "You Family"?

Who are they?

They're made up of "Mrs You" and her relatives, "You're" and "Your".

When my copy is not flowing, it's often because I'm writing about the person, instead of to them.

Perhaps the best example of this concept was used by the American government during World War I when they were trying to attract men to enlist in the armed services.

In the famous poster, Uncle Sam didn't say: "I Want Soldiers".

That would have been too easy for men to ignore.

Instead, he said:

I WANT YOU

And 4 million men joined up.

Don't forget the "You Family" when writing copy.

The Most Important Factor in Determining Whether Your Product Will Sell

2009-07-07T10:03:00.001+08:00

A lot goes into getting copy to work.

Get everything in the right place - and the copy "sings".

Get one element wrong though, and it can make or break your copy.

What's the element I'm talking about?

Well, in my view, the "hungry crowd" (a term first coined I believe by the late and great copywriter, Gary Halbert) is the most important consideration in any copy.

Imagine for a moment, that you've broken down in the middle of the Sahara Desert. You haven't had a drink for days and along comes an Arab in a Kaftan.

He mutters the words: "Water for Sale".

How hard would he have to work to get your business?

Chances are you wouldn't care what his offer was at all - that drink could be $2.00. But it could just as easily be $200 or $2000 even - and you'd gladly pay it.

What's more, it wouldn't matter to you if that Arab spoke in Arabic (one of the other principles of good copy writing - talk in their language), provided testimonials (also important) or a guarantee (ditto).

These factors would be insignificant to you because all you'd care about is the desire to quench that thirst.

So what does this mean when you're trying to sell your product?

Two things.

One. If no-one is buying, recognize the possibly that you could quite possibly be "flogging a dead horse".

This is particularly true if the product you are selling is completely new to the market.

The casualty rate in this particular category of product is extremely high and the very best copywriters in the world tend to not "touch them with a 10 foot pole".

Two. If you haven't yet created the product. Do some preliminary research. Get out there and ask your market what it thinks about the idea. Or better yet, give them a sample and see if they come back for more.

Could you wear a USP T-Shirt?

2008-08-14T20:54:00.002+08:00

Here's something that every small business owner should be able to do.

On the front of a t-shirt write the following sentence: To find out why I am the only one in (enter the town/city you live in) who should (enter it is what you do here - sell your house or to renovate your bathroom) read the back of my shirt.

On the back, write your unique selling proposition (USP).

What is your USP? It's the thing that sets you apart from all of the competition. It's the thing that most business owners should know yet it's quite often a thing they don't know.

USP's force you to really identify your main point of difference.

Niching is perhaps the best way to create a USP.

The realtor in the above example could finish the sentence on the back of his t-shirt with: "because (the town/city) is the only place we sell property." Similarly, the builder could tell the world - "because bathrooms are all we do."

Another great way to come up with a USP, particularly in a highly competitive marketplace such as real estate would be to offer an unbelievable guarantee. In the above example, the real estate agent could say "because we guarantee to sell your home in 60 days - or you pay no commision."

The builder too could offer a guarantee - "because if your not completely satisfied with the job we do, we'll double your money back."

Niching and guarantees, are great ways that businesses can generate a USP. Other ways include experience in an industry, design or speed of delivery.

Once you identify your USP, don't hide it. Rather, wear it like a "badge of honour." Do so and people will start to notice.

What Small Business Can Learn from Google Street View

2008-08-06T22:11:00.004+08:00

I went "Wow" today - several times. The people in the office did too. We were having our first look at Google Street View. If Google's intention was to do something remarkable - they achieved it.

I think the main reason that we were all "blown away" by what we were seeing was our appreciation for the work that must have gone into creating it. As I looked at the front of my home, and the homes of my neighbours, I realised that Google must have indeed driven down my street - even though I'm some 12,000 km from Google headquarters!

I would have loved to have been a fly on the wall at Google headquarters a few years ago when Sergey (Brin) and Larry (Page) - the bosses at Google - announced to everyone: "Hi guys - had a bit of an idea last night. Thought we'd take 360 degree photographs every street in America (and as of yesterday, Australia) from ground level and stick them on the internet."

For most business, such an idea would have sent a shudder around the room. Somehow, I think the guys (and girls) at Google might have been different.

I have no doubt that they might have felt a bit uncomfortable at the time. I think that instead of rejecting the concept on the basis of it's magnitude though, they might have thought to themselves: "Great idea let's put our heads together to see how we can make it work."

Did the concept blow people away? Yes.

Did it get people talking yes? Absolutely.

Did it enhance the reputation of Google for innovation? No question.

It's thinking "outside the square" like this and then acting on it that perhaps, more than anything, that builds reputations in business. Amazon has done this for years by delivering the ultimate on-line buying experience. Apple Computers have also made a habit of exciting the market, particularly since the inception of the I-Pod, and more recently, the I-Phone.

So what can small business take away from these big players? Two things. Firstly, if you want to generate enthusiasm for your product or service, look for ways to get the customer to say "Wow" - particularly in terms of their own experience.

That doesn't mean that you have to have a budget like that of Google in order to do so. Rather, it means that you have to have the attitude of Google - doing something so big or so different that customers can only marvel at it's audacity. Extreme service is a good example of this. When companies go out of there way to over-deliver, people notice. Unbelievable guarantees are another. "Complete satisfaction or twice your money back" is sure to be commented and quite likely, acted upon.

Why would these things be noticed? Because despite the fact that there are 100s of 1000s of small businesses out there - so few of them challenge the status quo.

The next time you or your members of staff come up with an idea that might "Wow" the marketplace, resist the temptation to find reasons why it can't be done. Rather, focus the company's energy on another question: "How can it be done?" - and then act on the response.

Sliding Doors - Customer Service Style

2008-08-04T23:54:00.003+08:00

Remember the 1998 film with Gwyneth Paltrow where they examine the whole idea of how single events can determine what happens thereafter?

In Gwyneth's case, they compare two different storylines; one where she catches her train to work on time, and one where the sliding doors close and the train pulls away. As a consequence, she returns home to find her fiance in bed with another woman...which sets in place a chain of events that completely change her life.

The same thing can happen on a daily basis in your business. There are always opportunities to WOW customers. Often, businesses close "the doors" on such opportunities.

I had one of those customer service experiences recently. One that goes down in the "Hall of Fame" for exceptionally poor service.

My wife had booked our car in for a service at the Subiaco branch of Ultratune - an Australian auto-service chain. I volunteered to drop the car off - and presumed that I was going to the place where I usually drop the car off. When I got there, I found that I usually serviced my car at Auto Masters - the main opposition to Ultratune in Western Australia.

Given the fact that the car was already booked I decided to honour the commitment we had made with Ultratune - the only problem was that I didn't know their address.

I decided to ask the guy behind the counter at Auto Masters. I explained my situation, and the fact that I normally got the car serviced with his company, but unfortunately had the other commitment.

"Your burning my ears" he told me.

"I'm sorry" I said - I couldn't believe my own ears.

"Your burning my ears" he said again. "I can get you in next Monday."

When I again asked for the address he continued to rant. "Mate if you think I'm going to give you that address you must be nuts. I can get you in Monday."

I was staggered. This guy was not going to give me that address.

As I "thanked" him for his help I could not help but feel fury at the guy. He had put his "hip pocket" above my needs - a "cardinal sin" in any customer service transaction.

So what should he have done? How about: "I'm disappointed we won't be getting your business on this occasion but understand your position. The address of Ultratune is... And by the way - here is a 20% off your next service. We value your business and want you to come back to us."

Now that response might have changed things! I might have reconsidered my predicament there and then. I have no doubt I would have left a "raving fan."

Rather than raving though I was ranting - long and hard and to whoever would listen.

How things would have been different for Auto Masters had they put my needs first instead of the company profits.