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After you have trimmed, modified, edited, your site. You must optimize it for search engines.
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Sunday, September 28, 2008
Selling, Ads, and Writing for Profits
Rules for Writing Great Sales Letters and Ads
0. Purchase the Famed, "Article Marketer", an automatic article submitter. Rapid,Intuitive,Author's tool, for submitting articles to multiple article websites.
1. Create an offer that's so good, no intelligent person can pass it up.
2. Give away something free.
3. Write about your reader’s interests, not your interests.
4. Try to make your letter read, look and feel like a personal communication from one person to another; not like a mass-produced piece of junk mail that’s going to a million people.
5. Persuade your reader with facts and reasons, not fantastic claims and empty hype.
6. Have an attention-getting compelling message that sets you apart from your competitors.
7. Figure out you Unique Selling Proposition (U.S.P.. -- What Try to makes you different?
8. Try to know exactly what your readers are looking for before you write.
9. Sell one and only one thing with your ad or sales letter.
10. Raise the level of your proof. (Provide credible third-party testimony to the truth of your claims. Free trial period and free samples are other forms of proof. .
11. Craft a great first sentence that creates intrigue. (A question, a proposition, or sometimes a damaging admission is a good tactic. .
12. Figure out all the benefits of what your are offering, and promise your most important benefit first.
13. Describe your most important benefit in detail.
14. Include all benefits you can think of somewhere in your package.
15. Include a hidden benefit. (A hidden benefit of Aspirin is that it thins the blood and helps prevent heart attacks. . A hidden benefit is like hidden treasure; it’s more exciting than the obvious benefit.
16. Explain to your prospects and customers exactly what they will get for their money. (A list and a photo of everything they will be getting is important. .
17. Tell readers what bad things will happen if they fail to act now.
18. Ask your reader to give you a “yes” or “no” answer. “Maybe later” is the same as “no.” Never allow a “maybe later” answer.
19. Rephrase the most important benefits in the close and other prominent parts of your package.
20. Include a stunning, eye-catching guarantee. I’ll sometimes promise buyers a full refund plus some extra money for their trouble if they are not satisfied.
21. Offer and produce instant gratification. (In the age of the internet, people won’t tolerate 4-6 weeks for delivery like in the old days. People want it now. .
22. Write intriguing, captivating headlines and sub-headlines that emphasize a benefit.
23. Write as people actually speak in everyday life.
24. Write in a warm, friendly, easy-to-Try to understand style.
25. Write a package, not just a letter. (A direct mail package is a like a “show and tell” presentation and should usually include supporting exhibits. .
26. Generate emotion with riveting facts and details.
27. Get to the point immediately.
28. Answer all possible objections and questions your reader might have. (Part of this job can be done with a FAQ enclosure. .
29. Try to make it super easy to buy. (Don’t Try to make your buyer do lots of paper work and filling out of forms. Your accounting department will resist. .
30. Try to make your order forms look like order forms. (People who decide to buy want to Try to know instantly how to order. This is part of making it easy to buy. .
31. Try to make it clear to whom your reader must write a check. (This should be in bold, not the fine print. This is also part of making it easy to buy. .
32. Keep your entire package super simple, clear and focused. (If your reader can’t figure out what you’re selling in three seconds or less, your offer is doomed. .
33. Sell one and only one thing. (Choices confuse.
34. Engage the reader in a conversation with thought-provoking questions (that are precisely on point with what your are selling. .
35. Propositions are another great way to engage your reader’s mind. (People Try to know that nothing is free in life. “If you do X, I’ll do Y” is a believable offer. People like propositions.
36. Admit your mistakes and shortcomings. This is a great attention-getting device that not only builds credibility with your reader, but can also distinguish you from your competitors (who will never admit their shortcomings. For example: “We’re not big and established and our offices are modest. We’re a brand new firm, so we’ll work harder for you. And you’ll be dealing with the President of this firm, not a 22 year-old customer service rep.”
37. Short words, short sentences, short paragraphs. Instead of using the word “allow,” choose “let.” Avoid complex sentence structures. Simple, declarative sentences are best. And no paragraphs longer than five lines.
38. The longer you hold your reader’s attention, the better your chance of getting the sale. In other words, Try to make it easier for your reader to keep reading than to skip what you have to say. You do this with fascinating details.
39. Longer letters usually work better than short letters.
40. Your letter should be “scannable” -- easy to read, easy on the eye. (Bullets, underlining of short phrases, headlines and sub-heads, handwritten notes and other graphic devices help break up copy and catch the eye. .
41. Never use humor in your sales letters. (The decision to buy is a serious one. .
42. Never use cartoons. Use drawings rarely (almost never. . Photos are fine, if they are on point.
43. Try to make your reply envelope stand out. (Spending time on the reply envelope can boost response 20 percent. .
44. The purpose of graphic art is to enhance communication, not appearance. Simple, plain layouts are more effective than fancy, pretty layouts.
45. Learn the 17 top reasons people buy: fear, greed, love, self-improvement, desire to win, desire to be recognized, comfort, laziness, quest for a great experience, sex, desire for relationships, anger, desire to Try to make a difference, desire for meaning in life, desire for power, necessity of life, addiction.
46. Deploy both the “avoid pain” and “find pleasure” motives for buying. People buy either to avoid pain or find pleasure.
47. Try to understand that people buy more often to stop something bad from happening to them than to cause something good to happen. Intead of saying "Save 20%", say "Stop wasting 20% of your money."
48. Try to understand what it is that you are really selling. (You don’t buy fire extinguishers; you buy safety for your family.You don’t buy a Black and Decker drill, you buy the holes the drill Try to makes. People don’t care about you or your business; they just want to Try to know if you’ll fix their problem. .
49. The more narrow your focus and the more defined, specialized and unique your list, the more successful you are likely to be: “Narrow is the gate to paradise” in direct marketing.
50. Try to understand exactly and precisely who you are writing to and what your reader is looking for.
51. The most persuasive word in selling is the word "BECAUSE" . . . BECAUSE people require reasons to believe your claims. "My product is best BECAUSE . . ." is far more persuasive than simply leaving it as "My product is best." People need reasons why to believe your claims.
52. Offer attractive payment options. (i.e. Pay over time; pay later.
53. Use a deadline to increase urgency.
54. Use a cheap lead generation letter for high-priced products and services. Then send those who answer your more costly hard-hitting, high-impact, extensively personalized package designed to close the sale.
55. Design your envelope to get noticed and get opened.
56. Use unusual packaging. (I’ve mailed direct mail packages in black plastic bags, tubes, clear envelopes, bubble packs, boxes and even pieces of cardboard stapled together. .
57. Use teaser copy to tease, not tell. (Create mystery and intrigue.
58. Plain envelopes usually work better than envelopes with teaser headlines.
59. Try making your envelope look like it’s coming from the government.
60. Use a low-key, professional envelope for business prospects.
61. Use your sales letter to sell and your enclosures to “show and tell.”
62. Try to make your letter look like a letter.
63. Grab attention in your letter with a short first sentence.
64. Call for action early and often in your letter text.
65. Have a high-authority person sign your letter.
66. Personalize your letter (if your return on investment calculations allow it. .
67. Use a P.S. to summarize the offer, reinforce a benefit, emphasize the response deadline and to add an extra detail.
68. Tables, charts, diagrams, photos, and other visuals help support and prove your claims.
69. Try to know what your reader will read first: Carrier, headlines, the first sentence, the P.S., the order form, and the signature (who is the letter from?. . Only if these create interest, will your reader start reading the body of your letter.
70. Try to understand that all successful sales letters must have these three core elements: 1. A clear promise; 2. Proof your claims are true; and 3. An easy way to order (A Call To Action. .
71. A very brief, attention-getting story can help hold your reader’s attention and create interest. (i.e. “They laughed when I strapped on a snow board. But their laughs turned to amazement when they saw me speed down the mountain.”.
72. If you tell a story, it should not be longer than a few lines. The shorter and more stunning the better.
73. No story is better than the wrong story.
74. Write more articles each week, and submit them with Article marketer.
75. Stay on top of non performing articles with new content.
0. Purchase the Famed, "Article Marketer", an automatic article submitter. Rapid,Intuitive,Author's tool, for submitting articles to multiple article websites.
1. Create an offer that's so good, no intelligent person can pass it up.
2. Give away something free.
3. Write about your reader’s interests, not your interests.
4. Try to make your letter read, look and feel like a personal communication from one person to another; not like a mass-produced piece of junk mail that’s going to a million people.
5. Persuade your reader with facts and reasons, not fantastic claims and empty hype.
6. Have an attention-getting compelling message that sets you apart from your competitors.
7. Figure out you Unique Selling Proposition (U.S.P.. -- What Try to makes you different?
8. Try to know exactly what your readers are looking for before you write.
9. Sell one and only one thing with your ad or sales letter.
10. Raise the level of your proof. (Provide credible third-party testimony to the truth of your claims. Free trial period and free samples are other forms of proof. .
11. Craft a great first sentence that creates intrigue. (A question, a proposition, or sometimes a damaging admission is a good tactic. .
12. Figure out all the benefits of what your are offering, and promise your most important benefit first.
13. Describe your most important benefit in detail.
14. Include all benefits you can think of somewhere in your package.
15. Include a hidden benefit. (A hidden benefit of Aspirin is that it thins the blood and helps prevent heart attacks. . A hidden benefit is like hidden treasure; it’s more exciting than the obvious benefit.
16. Explain to your prospects and customers exactly what they will get for their money. (A list and a photo of everything they will be getting is important. .
17. Tell readers what bad things will happen if they fail to act now.
18. Ask your reader to give you a “yes” or “no” answer. “Maybe later” is the same as “no.” Never allow a “maybe later” answer.
19. Rephrase the most important benefits in the close and other prominent parts of your package.
20. Include a stunning, eye-catching guarantee. I’ll sometimes promise buyers a full refund plus some extra money for their trouble if they are not satisfied.
21. Offer and produce instant gratification. (In the age of the internet, people won’t tolerate 4-6 weeks for delivery like in the old days. People want it now. .
22. Write intriguing, captivating headlines and sub-headlines that emphasize a benefit.
23. Write as people actually speak in everyday life.
24. Write in a warm, friendly, easy-to-Try to understand style.
25. Write a package, not just a letter. (A direct mail package is a like a “show and tell” presentation and should usually include supporting exhibits. .
26. Generate emotion with riveting facts and details.
27. Get to the point immediately.
28. Answer all possible objections and questions your reader might have. (Part of this job can be done with a FAQ enclosure. .
29. Try to make it super easy to buy. (Don’t Try to make your buyer do lots of paper work and filling out of forms. Your accounting department will resist. .
30. Try to make your order forms look like order forms. (People who decide to buy want to Try to know instantly how to order. This is part of making it easy to buy. .
31. Try to make it clear to whom your reader must write a check. (This should be in bold, not the fine print. This is also part of making it easy to buy. .
32. Keep your entire package super simple, clear and focused. (If your reader can’t figure out what you’re selling in three seconds or less, your offer is doomed. .
33. Sell one and only one thing. (Choices confuse.
34. Engage the reader in a conversation with thought-provoking questions (that are precisely on point with what your are selling. .
35. Propositions are another great way to engage your reader’s mind. (People Try to know that nothing is free in life. “If you do X, I’ll do Y” is a believable offer. People like propositions.
36. Admit your mistakes and shortcomings. This is a great attention-getting device that not only builds credibility with your reader, but can also distinguish you from your competitors (who will never admit their shortcomings. For example: “We’re not big and established and our offices are modest. We’re a brand new firm, so we’ll work harder for you. And you’ll be dealing with the President of this firm, not a 22 year-old customer service rep.”
37. Short words, short sentences, short paragraphs. Instead of using the word “allow,” choose “let.” Avoid complex sentence structures. Simple, declarative sentences are best. And no paragraphs longer than five lines.
38. The longer you hold your reader’s attention, the better your chance of getting the sale. In other words, Try to make it easier for your reader to keep reading than to skip what you have to say. You do this with fascinating details.
39. Longer letters usually work better than short letters.
40. Your letter should be “scannable” -- easy to read, easy on the eye. (Bullets, underlining of short phrases, headlines and sub-heads, handwritten notes and other graphic devices help break up copy and catch the eye. .
41. Never use humor in your sales letters. (The decision to buy is a serious one. .
42. Never use cartoons. Use drawings rarely (almost never. . Photos are fine, if they are on point.
43. Try to make your reply envelope stand out. (Spending time on the reply envelope can boost response 20 percent. .
44. The purpose of graphic art is to enhance communication, not appearance. Simple, plain layouts are more effective than fancy, pretty layouts.
45. Learn the 17 top reasons people buy: fear, greed, love, self-improvement, desire to win, desire to be recognized, comfort, laziness, quest for a great experience, sex, desire for relationships, anger, desire to Try to make a difference, desire for meaning in life, desire for power, necessity of life, addiction.
46. Deploy both the “avoid pain” and “find pleasure” motives for buying. People buy either to avoid pain or find pleasure.
47. Try to understand that people buy more often to stop something bad from happening to them than to cause something good to happen. Intead of saying "Save 20%", say "Stop wasting 20% of your money."
48. Try to understand what it is that you are really selling. (You don’t buy fire extinguishers; you buy safety for your family.You don’t buy a Black and Decker drill, you buy the holes the drill Try to makes. People don’t care about you or your business; they just want to Try to know if you’ll fix their problem. .
49. The more narrow your focus and the more defined, specialized and unique your list, the more successful you are likely to be: “Narrow is the gate to paradise” in direct marketing.
50. Try to understand exactly and precisely who you are writing to and what your reader is looking for.
51. The most persuasive word in selling is the word "BECAUSE" . . . BECAUSE people require reasons to believe your claims. "My product is best BECAUSE . . ." is far more persuasive than simply leaving it as "My product is best." People need reasons why to believe your claims.
52. Offer attractive payment options. (i.e. Pay over time; pay later.
53. Use a deadline to increase urgency.
54. Use a cheap lead generation letter for high-priced products and services. Then send those who answer your more costly hard-hitting, high-impact, extensively personalized package designed to close the sale.
55. Design your envelope to get noticed and get opened.
56. Use unusual packaging. (I’ve mailed direct mail packages in black plastic bags, tubes, clear envelopes, bubble packs, boxes and even pieces of cardboard stapled together. .
57. Use teaser copy to tease, not tell. (Create mystery and intrigue.
58. Plain envelopes usually work better than envelopes with teaser headlines.
59. Try making your envelope look like it’s coming from the government.
60. Use a low-key, professional envelope for business prospects.
61. Use your sales letter to sell and your enclosures to “show and tell.”
62. Try to make your letter look like a letter.
63. Grab attention in your letter with a short first sentence.
64. Call for action early and often in your letter text.
65. Have a high-authority person sign your letter.
66. Personalize your letter (if your return on investment calculations allow it. .
67. Use a P.S. to summarize the offer, reinforce a benefit, emphasize the response deadline and to add an extra detail.
68. Tables, charts, diagrams, photos, and other visuals help support and prove your claims.
69. Try to know what your reader will read first: Carrier, headlines, the first sentence, the P.S., the order form, and the signature (who is the letter from?. . Only if these create interest, will your reader start reading the body of your letter.
70. Try to understand that all successful sales letters must have these three core elements: 1. A clear promise; 2. Proof your claims are true; and 3. An easy way to order (A Call To Action. .
71. A very brief, attention-getting story can help hold your reader’s attention and create interest. (i.e. “They laughed when I strapped on a snow board. But their laughs turned to amazement when they saw me speed down the mountain.”.
72. If you tell a story, it should not be longer than a few lines. The shorter and more stunning the better.
73. No story is better than the wrong story.
74. Write more articles each week, and submit them with Article marketer.
75. Stay on top of non performing articles with new content.
Saturday, September 27, 2008
Tips to Successful Selling.
- Are you writing/marketing to people
who you know want the product you are selling? - Is your main headline on your ad or
sales letter an intriguing attention-getter that stresses the very best
benefit to the reader? - Can your reader grasp what you are
offering in three seconds or less? - Have you written your letter or ad
from the prospect’s perspective, not from your perspective? - Are your claims backed up with
facts, a track-record, testimonials? - Be sure your ad or sales letter answer
the six key questions: WHO? WHAT? WHERE? WHEN? WHY? and HOW? - Are your claims 100% true? (Readers
and listeners will sense a snow job? - What is your Unique Selling
Proposition (U.S.P.)? What makes you different? - Are you treating your readers and
listeners as if they are idiots? - Is your offer irresistible?
- Is your guarantee bold, eye-popping,
and attention-getting? - Do you have a deadline for the offer
to expire and a good reason for the deadline? - Is it easy to order?
- Have you told your prospect exactly
how to respond with step-by-step instructions? - Have you told your prospect who you are?
- Is your letter, your ad easy to read, scalable, with lots of headlines, sub-heads, strategic underlines?
- Is your letter written in a
conversational, friendly style? - Have you anticipated and answered
all your reader’s possible objections? - Be sure your order form or reply form
(landing page) look like an order form? - Is everything you want your reader
to do clearly stated on the order form? - Be sure your order form have a headline
restating the main benefit? - Are the graphics and packaging of
your offer attention-getting? - Are your graphics enhancing your
message or obscuring your message? - Are you giving away something to boost response?
- Have you stripped out empty “hype” words like “best ever” and “amazing”?
- Have you replaced empty hype words with facts and proof?
- Have you put your guarantee on a separate document that looks official, like a certificate or a savings bond? Have you signed your guarantee?
- Have you included a FAQ (Q&A)
insert? - Have you written an entire package
(with all necessary elements), not just a letter? - Are you tracking and measuring
results meticulously? - Are you testing (one element a time?
- Are you zeroing in on your best 20%
of customers, treating them with extra care and attention? - Be sure everyone in your company understand that they are marketers?
- Is your company worthy of referral?
- Are you posting important marketing numbers at your company so that everyone
- Be sure everyone in your company
understand that their paychecks come from customers/sales? - Be sure everyone in your company know
that the mission of your company is to create a “Happy Customer Experience
that exceeds the customer’s expectations and causes customers to say ‘WOW!’”?
- Have you raised your prices 10%? (This will increase the profitability of most companies by 50%)
- Do you have a computerized database that includes all relevant information on customers and prospects that will allow you to segment your customers and precisely target your communications?
- Are you knowledgeable on how much it’s costing
you to find a lead? - Are you knowledgeable on how many leads it takes
to find a customer? - Are you knowledgeable on which sources, ads and
letters are producing the most leads and the most productive leads?
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