| In the previous two segments of this series we | | | | the link you came to a pitch page that has a |
| mentioned methods of contacting potential | | | | headline and a list of benefits. |
| customers by classified and print ads and also the | | | | If you provided enough information including your |
| stationary used in direct mail contact including the | | | | telephone number, you could get a free copy of a |
| use of postcards. In this article we give some | | | | popular book plus access to the main sales pitch. |
| hints on what is called copywriting or the art of | | | | I didn't give my telephone number so I didn't get |
| selling your stuff. | | | | the free book (which I've read a hundred times) |
| You will need to think about what you write in | | | | nor did I get to the sales page. |
| your advertising and in your print and classified | | | | The reason I was not given access to the free |
| ads. There are many books on copywriting | | | | book and even the sales page is because the site |
| available in libraries and at very low prices on the | | | | filters the respondents to the ad. It cuts out |
| internet (Amazon.com, Alibris.com, | | | | those without telephones and those not willing to |
| BarnesandNoble.com, etc.). | | | | share telephone information. |
| For your direct mail or mail order business you will | | | | It also filters out some potential customers, but |
| need copy for your ads, your web pages, and | | | | that is a chance the site owner is willing to take. |
| your direct mail bundle or package. | | | | More and more site owners are doing this type of |
| Here are some hints to help you in your writing, | | | | filtering. |
| but there may come the time that you don't | | | | In mail order you can filter by asking for a couple |
| want to perform this function because you are | | | | of bucks shipping and handling for more |
| too busy counting your money (but don't bet on | | | | information. An alternative is to ask for a couple |
| it). That may be the time to hire a professional | | | | of stamps or a SASE. |
| copywriter. | | | | Look at the pitch for a free book at Before you |
| Classified Ads | | | | get to the main page the writer tries to capture |
| Classified ads are sold by the word. Usually there | | | | your email address but he let's you go to his |
| is a minimum charge for perhaps 15 or 25 words. | | | | free-book page even if you give him no |
| If you get the thought in your head I must use | | | | information. |
| only 15 words you are in self-defeating mode. | | | | The free-book page has a headline, benefits, and |
| You have placed an unnecessary restriction on | | | | testimonies of happy readers. To get the book |
| yourself. | | | | free, you just click. |
| A few more words can often improve the | | | | The book is called The Ultimate SuperTip. It's a |
| response to your ad and it cost only a fraction | | | | .PDF file that you can save to your desk top that |
| more than the 15 words or 25 words ad. If your | | | | will hopefully entice you into his money-making |
| ad fails to get your point across, you are dead in | | | | system. |
| the water. | | | | Giving something away for free is a great way to |
| You need a headline for your ad. This is true of a | | | | convince customers to read your material. |
| small classified ad and a full-page ad. The headline | | | | Remember these things in your sales copy: |
| MUST give a BENEFIT to the potential buyer. | | | | Write to your friend, Charlie |
| A benefit is something like Get Rich Fast without | | | | What I mean here is act like you have known the |
| Going Broke First! | | | | recipient from the time you were both in |
| The following is not a benefit: The Slam-Po 3 | | | | kindergarten. Be casual in your approach. You are |
| comes in red, green, and purple. That describes a | | | | bringing new, exciting information to Charlie who is |
| property (the color) of the product but not a | | | | your good friend. |
| benefit. | | | | Now, don't start your letter Dear, Charlie, because |
| A classified ad gives little room for more than one | | | | that will get you nowhere fast. Try something like |
| or two benefits. The fact that your contact | | | | Dear Future Money Maker: |
| information takes up a good part of the ad | | | | Use Testimonials |
| doesn't help. That's why many operators just give | | | | A testimonial stating that your product or service |
| a telephone number or website as the contact | | | | is just wonderful is a gold mine. Collect these |
| information. | | | | testimonials when they come to you. Ask for |
| That is also why many operators also use postal | | | | permission to use them. Edit them into idiomatic |
| mailbox addresses. Box 32A, Slamdunk, AR 12345 | | | | English with decent grammar but don't hide the |
| is shorter than | | | | message nor the tone in which it was given. |
| The "A" in Box 32A or PO 32A or PO Box 32A is | | | | When I say idiomatic English I mean the way |
| a "key" that reveals to the operator the | | | | people actually talk. |
| publication the ad appeared in. Any of the above | | | | Let's say that you get a testimonial that reads: |
| designation will cause the mail to be delivered to | | | | I got yur kit stuff and I did wat ya said and I |
| Post Office Box 32 because that is the way the | | | | made $270.00 the first day selling stuff to my |
| United States Postal Service operates. | | | | relations and friends. |
| Certain words "pull" in ads better than others. | | | | Do a few repairs on this testimonial: |
| Here they are: | | | | I got your sales kit, did what you said, and earned |
| Absolutely, Amazing, Approved, Attractive, | | | | $270.00 my first day selling to my relations and |
| Authentic, | | | | friends. |
| Bargain, Beautiful, Better, Big, Colorful, Colossal, | | | | Testimonials are like spice. Don't over do it and, if |
| Complete, Confidential, Crammed, Delivered, | | | | possible, make sure that each one states a |
| Direct, | | | | different benefit. |
| Discount, Easily, Endorsed, Enormous, Excellent, | | | | Never ever fake testimonials. |
| Exciting, | | | | Use Common Words and Phrases, Vary Sentence |
| Exclusive, Expert, Famous, Fascinating, Fortune, | | | | Length, Stick to the Point, Dump Verbiage |
| Free, Full, | | | | Stay away from flowery language, big words that |
| Genuine, Gift, Gigantic, Greatest, Guaranteed, | | | | most people don't know, and "cute" wording. |
| Helpful, | | | | Remember, you are talking to your friend, Charlie, |
| Highest, Huge, Immediately, Improved, | | | | across the fence. |
| Informative, | | | | Avoid long, complex sentences. But do vary the |
| Instructive, Interesting, Largest, Latest, Lavishly, | | | | length of your sentences. |
| Liberal, Lifetime, Limited, Lowest, Magic, | | | | Sometimes you need adjectives and adverbs. An |
| Mammoth, | | | | adjective modifies a noun. An adverb modifies an |
| Miracle, New, Noted, Odd, Outstanding, | | | | adjective or another adverb. Drop non-effective |
| Personalized, Popular, | | | | modifiers. They slow down the reader and don't |
| Powerful, Practical, Professional, Profitable, | | | | cut to the quick. If you wonder if a modifier is |
| Profusely, | | | | needed just remove them from the sentence |
| Proven, Quality, Quickly, Rare, Reduced, | | | | and decide which is most effective. For example: |
| Refundable, | | | | The big mean brown dog jumped over the white |
| Remarkable, Reliable, Revealing, Revolutionary, | | | | picket fence. |
| Scarce, | | | | The angry dog jumped the picket fence. |
| Secrets, Security, Selected, Sensational, Simplified, | | | | Which sentence did you like best? |
| Sizable, Special, Startling, Strange, Strong, Sturdy, | | | | A Long Letter Is Often Better Than A Short One |
| Successful, Superior, Surprise, Terrific, Tested, | | | | If you read the sales pitch on an Internet site it |
| Tremendous, Unconditional, Unique, Unlimited, | | | | goes on and on and on. Direct mail pieces often |
| Unparalleled, | | | | have a very long letter to describe all the |
| Unsurpassed, Unusual, Useful, Valuable, Wealth, | | | | advantages and benefits of the product or |
| Weird, and Wonderful. | | | | service and to remove objections to buying that |
| Read the classified ads and gather a collection of | | | | the reader might have in his or her mind. |
| the best ads and print ads you can find. They will | | | | You have plenty of room on a web page or in a |
| greatly help you write your ads. | | | | direct mail piece, so why skimp? Just don't' start |
| Mail order operators know they must key and | | | | repeating yourself. When you have said what |
| test ads to optimize performance (response). If | | | | needs to be said you don't have to embellish it. |
| you do not do this and are successful, you are | | | | Let your sales copy sit a while and then come |
| just lucky. You need to minimize luck and | | | | back to it. Let your spouse read it and your good |
| maximize the performance of your ads. | | | | friend. See what they think. Okay, ask your old |
| Print Ads | | | | English teacher to take a look at it. Edit and polish |
| Print ads give you room to expand. A full page ad | | | | until it is near perfect in your opinion. |
| allows you to completely describe your product or | | | | Remember that you want to generate |
| service and provide an order form. You can even | | | | excitement and the urge to buy. |
| include a pic or two of your product. | | | | You want the potential customer to feel awful if |
| See the topics below to help you write your copy. | | | | he fails to buy. You want him to think that he will |
| The Powerful Mail Order Package or Internet Page | | | | be "missing out" and not enjoying the benefits of |
| If your classified ad leads your prospective | | | | your product or service. |
| customer to your direct mail package or to your | | | | Use Color |
| website, you are in business. There is a high rate | | | | Color is free on the Internet. It cost extra in |
| of return on solicited information. That is, if the ad | | | | direct mail packages including letters and |
| reader asks for more information you've got it | | | | brochures. A touch of color can go a long way. |
| made in the shade. That is IF YOUR COPY SELLS. | | | | You probably have seen little notes in blue ink in |
| Go to a few web sites that are trying to sell you | | | | sales letters. |
| something. Here is an ad found on the Google | | | | A full-color or 4-color brochure can be very |
| Search Results when I put in the words get rich | | | | effective in describing your product or service. A |
| book: | | | | short letter, the brochure, an order form, and a |
| Make Money Guaranteed | | | | return envelope can be very effective. Printers |
| Don't spend big money on Scams | | | | will often help you create a brochure because |
| I found 3 proven home money makers | | | | they want your print business. |
| This ad was a sponsored link on the right side of | | | | What? After all of that you have no product or |
| the search results. The sponsor paid to have his | | | | service to sale? Well, what can you do to find or |
| ad come up when the words get rich book were | | | | create a product or service? That will be in the |
| placed in the Google search box. If you clicked on | | | | next segment. |