Copy Writing Hints

One of the hardest things many people find about writing an advertisement or sales letter is how to get started…

… when your mind freezes up
… when you simply can’t think properly
… when you just sit there staring into the computer wondering how long it’s gonna take to get the ‘big idea’

So what’s the solution?

One word – write.

That’s right, don’t worry about whether it makes sense. Don’t worry about what other people will think when they read it. Just write.

Start out with…

blah… blah… blah… blah

And go from there. I’m not kidding.

That’s the best way to get the creating juices flowing. You can always come back and edit your copy later.

But the fatal mistake many people make when they write copy is they try and edit and write at the same time.

Don’t do it.

I’ll tell you why. They are two different thought processes. If you work for yourself, you’ll be familiar with the feeling of doing your accounts every month or quarter.

Personally, I hate doing it. I’m a marketing guy, but that’s beside the point.

I want you to imagine how quickly you’d get things done if you spent 5 minutes doing your accounts, and then 5 minutes doing your sales and marketing. Then back for 5 minutes to your accounts. And so on…

It wouldn’t work, would it? Why? Because you’re rotating from one headspace to another and back. Much better to focus on the writing until it’s done and then go back and edit.

So the 2 take away’s from this message are:

1. Just do it. Jump in and let the writing flow.
2. Finish writing first. Then edit.

And when you’re writing…

Don’t worry about whether it makes sense or not
Don’t worry about grammar or spelling
Don’t worry about compliance

Just get those words out on paper.

And certainly don’t wait for a magic bullet of inspiration. If I waited for inspiration every time I wrote, I’d never meet any of my deadlines.

Instead, sit down and follow a little secret I learnt from Eugene Schwartz (one of the greatest copywriters of all time).

Get a timer and set it for 33 minutes and 33 seconds. Focus for that entire period. Then stop writing and take a break.

I believe Eugene recommended this because that’s how long the mind can focus on one thing. It works for me. Test it out for yourself and see if it works for you.

Ok, that’s about it. I’ll leave you one final tip in what has turned out to be an issue about the psychology of writing: play light classical music in the background when you write. Try something like Beethoven, Bach or Vivaldi.

It certainly helps me to get into the swing of things.

Over the last few weeks, every morning from 6am -7am, I’ve been rewriting some of the world’s best letters, in my own handwriting. Now, that’s nothing new. It’s a system I’ve been practicing for some time to ‘sharpen my saw’ as a professional copywriter.

What is new, however, is I have been focusing on the ‘closing’ aspect of the ads and sales letters.

Why have I done this? Because if you ask any face-to-face salesperson what the toughest part of the sale is, most of them will say they have trouble closing.

After all, you can do everything else right. But if you mess up this part, all your hard work gets undone.

That’s why I’ve written dozens of closes, trying to find the common bond between each of them.

It’s been an insightful exercise. And now you can use all the hours of my hard work to construct your own.

Here are the 10 ‘closing steps’ you should consider factoring into any sales letter or advertisement:

1. Reinforce the fact the customer is special. And this is a special offer especially for them.

2. Advise your prospect what they have to do: call and give you their credit cards, post a cheque, etc.

3. An apples to oranges comparison (this involves comparing your service to something different in order to reinforce what a great deal it is. For example, if you’re selling an ebook on fitness for $37, don’t compare it to other ebooks on the market. Compare the price to a personal trainer who charges $50 an hour (or $1000 a year). That makes the ebook sound like one heck of a deal.

4. Tell your prospect they are getting a bargain.

5. Guarantee your offer.

6. Explain why you are giving your prospect such a great deal (people are skeptical if it sounds too good to be true, so make sure you explain why!).

7. Allow the customer to picture themselves enjoying the benefits.

8. Reinforce the urgency: most people will put off making a decision if they can. So make sure you reinforce the offer is available for a limited time. And tell people exactly why it’s limited.

9. Social Proof: Show how other people are enjoying the benefits / respect what your product has to offer.

10. Take Away: Mention who the offer is not for (usually disqualifying the people who the offer is not for) Why do we do this? Quite simply, because nobody wants to do business with someone who is desperate, therefore disqualifying who the offer is not for is a powerful process.

Is that a powerful little closing system or what? I have never seen anyone else break it down quite like this, so what you’ve just read is information you’re not going to find anywhere else.

So print it out. Put it in your copywriting file under closing.
And the next time you need to ‘close a sale’ in print… use this as your secret weapon.

I’ve talked about the art of ‘whistle blowing’ previously. And it’s something you should consider doing if your product or service suits this approach.

Anyway, one of my recent clients called me with a desire to generate more clients for his print brokering business.

And after some brainstorming, we came-up with the name ‘Printing Secrets’. That he could teach the average business owner the insider tips in the industry.

So when I put my thinking cap on I decided that taking the approach of the ‘Whistle Blower’ was the most effective approach for his service.

Basically, the whistleblower stands up for the average person. And points out how he’s being ripped off or taken advantage of by others.

Why did I choose this angle?

Well, a print broker could be compared to a mortgage broker for the banking industry. He’s unbiased, so he’s obviously going to give you the best possible deal in the market.

I’ve used the whistle blower angle for other businesses too…

- For an air-conditioner mechanic who referred to all the untrained mechanics in the marketplace who don’t really care about solving their problems. (and the ‘fat cat’ companies they work for)

- For beauty creams who have been scammed by all of the false claims made by other companies which simply don’t work

- And in my own business, referring to all the publications who tell you to advertise over and over and over again without testing… because it’s profitable for them… but not necessarily for you

Anyway, I hope you’re getting the picture.

My wife’s going to be knocking on my door in a second to give my baby boy a bath. So that’s all I’ve got to say at the moment… but in the meantime, you should start thinking of ways you might be able to apply this technique to YOUR business.

I received a question from one of my subscribers the other week who asked:

Do I keep advertising even when I am flat out and already have too much work on? I am a painter.

My answer: Absolutely.

Listen, in business you need to be on top of your game. And at the times when you’re coasting downhill, everything is going like oh-so-well… and you could never imagine a dry spot on the terrain…

Is when you should be filling your well.

That’s right – when it’s not empty.

After all, there’s worse problems to have than too much work, isn’t there?

Or too many people in your department store.
Or too many clients if you’re an accountant.
Or too many people buying your products if you’re a distributor.

You see, the problem with most businesses is they do this:

I received a call from a guy in the United States several months ago, and he was desperate for me to work with him because business was slow.

2 days later, all of a sudden, he got a new job. And decided he didn’t need to work on his marketing anymore.

I can tell you right now that this guy is in for one heck of a rollercoaster ride. Up and down. Up and down. Up and down… like a yo-yo.

The key to a stable business is to Always be marketing. Always be promoting your business. And being consistent about it.

There’s another reason for this as well.

If you’ve got too much work on, you can afford to lift your prices because it doesn’t matter if you get the job. (and you’ll probably find your relaxed attitude increases your conversion rate too) You can push yourself to manage the additional work through setting up additional systems in order to generate leads. And take your business to the next level.

So how do you do this?

Simple. If you’ve got an advertisement (or a sales letter, flyer or any other kind of promotion) which works for you, then keep running it week in and week out.

If you’re super busy, always remember that when the job finishes, you won’t be doing anything if you don’t have something else lined up.

And make sure you put aside some time everyday to promote your business. That’s the key to your longevity and success.

In Anthony Robbins program called the ‘Rapid Planning Method’ he talks about a space called ‘the zone.’

Basically, when you’re in the zone you are focusing on the things which are not urgent but important.

Most of us spend our time in the urgent and important. Or the not urgent, not important. Or the urgent and important.

However the key to business growth and stability is to spend a little time each day on the not urgent… but important activities.

And nothing falls into this category more so than marketing.

Last Sunday I was with my wife and her family at a café on North beach in Wollongong (where I now live, south of Sydney). And while we were sitting there, I noticed a sign which said:

“Uni Exams Are Over. Hooray!”

Now what does that sign actually achieve? Well, obviously it resonates with the target market in the area - many of whom are uni students.

It also talks in their language, and makes an attempt to actually understand them.

As I first read in the book “How To Win Friends And Influence People” by Dale Carnegie, one of the keys to making friends is to really listen to others. To understand them. And to put yourself in their shoes.

So if you’re selling to someone with the printed word, do you think you’ll have more chance of making the sale if you became their friend?

Of course you would.

And yet, the magic question is: How do you do it?

Let’s run through a few scenarios.

1. Let’s say you’re writing about something your prospective client may be frustrated with. For example, a sales letter for somebody with back pain.

Start out with:

Are you frustrated by (problem)?

Then aggravate the problem, and ensure the reader becomes aware of the pain and frustration the problem causes them.

Follow this up with 5 magic words:

“I Understand How You Feel”

Think about it. If you tell somebody your problem, wouldn’t you appreciate it if they empathized with you?

Ok, onto the next method of making your prospective customer your friend…

2. How’s this for an opening? It’s from a ‘control’ (otherwise known as a best selling sales letter) from the Conde Nest Traveler Magazine:

We know you…

… You find a few extra dollars in your pocket – a crack in your impossibly busy schedule – and what do you do?

Take off, that’s what! For a Greek Island, a Carribbean beach, a Colorado Ski Slope… (and it goes onto list all of the other places)

The letter follows up with…

In many ways we are you…

Not satisfied only with (a list of things)

Endlessly curious about (a list of things)

Wanting to know (a list of things)

The reason I haven’t listed everything in the list is because I want you to understand the psychology. It starts with ‘We know you’. And then follows up with ‘In many ways, we are you.’

What’s more, it makes an effort to show the reader what they both have in common.

Talk to anybody who’s ever done a good sales course and ask them what one of the best things is to do in order to build rapport?

And sooner or later, they’ll mention you need to find a common ground.

Now doesn’t the letter above do this perfectly? It basically says, ‘heck, I am just like you.’

So think about how you can go about winning friends within your sales letter. Because, one of the things I
learnt from the legendary sales trainer, Brian Tracy, when I was selling seminars many years ago, is that trust (not closing) is the number one most important aspect of making a sale.

The word ‘kaizen’ is a Japanese word which has been Americanised to mean “continuous improvement.” However a closer definition would show up as “to take apart and put together in a better way.”

I first heard about it over a decade ago watching Anthony Robbins beating his chest on stage and talking about constant and never ending improvement.

Why am I telling you this?

Because I want to challenge you to go on a Kaizen Blitz. According to Webster – blitz is an abbreviation of blitzkrieg and blitzkrieg means “Any sudden overpowering attack.”

So what then is a Kaizen Blitz?

Well, I would define it in terms of copywriting as ‘suddenly attacking your ads and sales letters… ripping them apart in order to put them back together again in a better way.’

And you, my friend, should be doing this over and over again in your advertising.

Let me explain. Recently I did just this to one of my other web sites. I tested these 2 different headlines against each other:

1. “Who Else Wants To Discover The Direct Response And Direct Mail Copywriting Secrets That Can Instantly Attract A Flood Of Eager New Customers To Your Business Without A Million Dollar Marketing Budget?”

And…

2. “Revealed: Why Most Ads, Sales Letters And Web Sites Don’t Turn A Profit - The Unvarnished Truth From Australia’s Leading Copywriting Expert”

Which do you think pulled a better response? Take a moment and have a guess.

Have you done it? Have you given it your best shot?

Well, the answer is number 2. It actually pulled in a 34% better response. What does that mean? It means big bottom line profits for me – without spending any additional money.

It means I can get the same response from an advertising campaign costing $1000 as I would from one costing $1340. It means I can instantly lift my profits from that campaign by 34% instantly (without spending an extra cent).

And you know what?

I bet you I could lift it again. I could test the headline. I could test the opening paragraph. I could test the close. I could test my photo on my web site.

I can continue to test (and I will) all the different elements which go into an advertisement.

Is that the cheapest way to lift your bottom line? Or what?

Simply change your headline, or any other element of your advertising promotion. It’s quick. It’s easy. And you get rewarded immediately.

So get to work. Tear apart your advertising copy. Apply Kaizen.

And enjoy the rewards for yourself 

Did you know the first coffee break on the moon, occurred at 7:27pm, July 20, 1969?

I know this because I am inside a Gloria Jeans Coffee Shop right now and read it on the back of their loyalty card.

Here’s how the offer works:

Buy and 10 drinks and receive a free regular size drink.
Now I got a large cappuccino which cost $3.80. For me to get a free drink, I would need to spend around $38.00.

The free coffee I would receive would be valued at $3.80, but the reality is the hard costs would only be about 50c.

That’s about a 76 times return on investment.

Is it a good strategy?

Qantas seems to think so.

Woolworths seems to think so.

So does Dymocks and Coles Myer.

So loyalty programs must work, right?

Okay, let’s take a look at how we could apply a loyalty program to a few different industries:

- A chiropractor could offer every 11th visit for free

- A printer could offer a couple of movie tickets  after someone spent $1000 with them. A dinner for two after they spent $5,000 with them. And a weekend away for two after they spent $12,000 with them.

- A toy wholesaler could design a points system offering one point for every $10 spent and have a range of different gifts they enjoy as they get more points.

Most businesses become obsessed with generating new customers. However the reality is it’s about five times easier to get an existing customer to come back than it is to attract a new client because you already have an established relationship and a certain element of trust.

There are sophisticated computer systems you can get to manage a program like this. Or you can simply get started right away by:

- Getting a simple card like “buy 10 coffees, get one free”

- Asking customers to keep their dockets and then rewarding them with a gift voucher when they have a certain amount of points (you could print this out on a simple A4 brochure with some photos of what they get based on your points system and how the program works).

- Or if you have a small number of large clients, you could have someone in your office keep an eye on it. And send a note with each invoice saying something along the lines of “You now have 75 points. You require only another  25 points to receive our free gift of a dinner for two at the Palazzo French Restaurant.

Crunch the numbers and work out what’s profitable for you.

The big companies do this because it works. Will you follow in their footsteps?

You know how they say that it’s insane to do the same thing over and over and expect a different result. Well, that’s true.

But let me tell you a story which illustrates an entirely different example of insanity.

I was speaking with a printing company the other day who showed me a 3-step sales letter set of flyers they sent out (3 flyers over a period of 20 days) to clients a few years ago.

I asked him “What response did you get from the flyers?” His reply was that he probably generated a $70,000 or $80,000 return on the mailings.

Cost = $3000 (or thereabouts)
Return = $80,000

And here’s what’s absolutely insane:

He’s never used that sales letter again.

Is that crazy or what? I mean, if every time you gave me $10, I gave you $30 in return… how long would you keep giving me $10 for?

For as long as I kept giving you more back than you were giving me, right?

And yet so many businesspeople will pull a campaign long before it’s stopped being profitable. There are a few reasons for this:

1. They don’t measure it, so they don’t know if it’s profitable or not.

2. They get bored with their existing system and want to do something new (hey, bore me all you like… just keep putting money into my coffers)

Pretty crazy, isn’t it. I mean, here’s a formula for advertising success.

Write half a dozen lead generation ads or sales letters.

Test and measure each one.

Once you find the most profitable one, this is called (in direct marketing lingo) the control. Continue to run it over and over and over again. (some ads have appeared for decades in exactly the same format, word for word).

Continue measuring it. (and if it keeps making money, don’t stop doing it - no matter how bored you get)

Test against it in small quantities.

If you beat the control with your new test, then your new test becomes the control.

Keep running the ad or sales letter.

Bottom line is… if 5 of your first 6 ads or sales letters fail… and you only have one winner, it doesn’t matter does it?

Why? Because the ad or sales letter that’s profitable can be replicated over and over and over again. You are only ever one ad or sales letter away from a massive jump in the profitability of your business.

I’ll leave you with that thought to ponder on

One of the biggest mistakes I see most business people make is being obsessed with their product, rather than their customer or market.

How can you tell if your advertising falls into this category?

Try this test:

Take a couple of different colour hi-liters, and have a look through your ads, sales letters, brochures and any other material you use to promote your business.

As you look through your marketing material, highlight anything that’s about you in one colour. And anything that’s about your customers in another.

If more than half of your marketing material turns out to be in the colour that’s about you, then you’re being ‘ego’ focused instead of ‘client’ focused.

Now if you’re like most businesses I see, your advertising will be ‘ego’ focused. Why? Because it’s much easier to talk about your product. Not so easy to get inside the head of your customer.

You need to consider your customer in terms of their:

- life experience
- hopes
- fears
- frustrations
- wants and needs

So if you run a furniture store, don’t talk about the type of wood, leather and the sort of designs you have; instead refer to the pride you’ll have in having this masterpiece in your home, the way other people will admire your furniture, the comfort you’ll feel after a hard day’s work at the office… settling down in front of the box in 5 star comfort.

And if you sell golf clubs, don’t talk so much about the type of metal they’re made out of, the history of golf, the bag, etc.

Instead refer to the pride your customer will have in being able to hit the ball 50 yards further. And about the way your friends will be impressed by the quality of your clubs.

Obviously, you have to tell people why they should listen to you, and refer to your product within the copy. However, you need to ensure your primary focus is on your prospect and what they’re interested and absorbed in. And not the other way around.

And how do you get inside your customers head?

Well, if you’re in retail… it’s easy. Listen to the questions your customers ask. Ask them about what they love, why they play golf… why they’re buying a computer… or why they’re buying a new tennis racquet? You’ll soon get an in-depth understanding of exactly how your customer thinks and what motivates them.

And if you’re a manufacturer selling furniture, for example… go and hang out in furniture stores. Watch people. Listen to what they have to say. Their concerns. Their fears. Their questions. Their innermost wants and needs.

Do you get the picture?

Well, then imagine yourself having an ad or sales letter which brings in a steady flow of customers into your business week after week, so you never have to worry about money or marketing again.

What would that do for you?

It’s just like printing your own money. You could take more holidays, spend more time on your hobbies. Buy a new car. And pay off your house. Wouldn’t that be great?

Notice what I’ve just done? I’ve given you a specific example of how I as a copywriter talk about you as my potential customer - and your interests - rather than talking about myself.

If you’re involved in a business where there is an element of mistrust (and let’s face it, most people have been taken advantage of at one time or another and are pretty skeptical these days) then here’s a way to start your sales letter or ad that you might find handy…

Help! Is there a (profession) I can really trust to…

Let’s apply this to a few different industries.

1. Carpet Cleaner

Is there a carpet cleaner I can really trust to leave my carpet clean and dry without ‘baiting and switching me’…

2. Plumber

Is there a plumber I can really trust… to turn up on time… quote me a fair price and get the job done…

3. Mechanic

Is there a mechanic I can really trust to quote me a fair price… fix my car fast, and give me past clients to contact as references?

4. IT Support

Is there an IT Support company I can really trust to respond to my calls quickly… give me a prompt service and give me a fixed price on every job?

5. Builder

Is there a builder I can really trust to quote me a fair price, stay ‘till the job is done, provide me with real people he’s built houses for as references, guarantee his work until after the cheque clears, build my house as if it was his own and not bill me for magical extras which appear out of nowhere?

Are you starting to see a trend here? What this strategy allows you to do is to enter the conversation the customer is already having in their mind. You are actually dealing with the objections upfront and then giving yourself the opportunity to establish what makes you different and unique.

It makes sense doesn’t it. And it’s a great way to begin your ad or letter. So start using it right away.