"What's the
Only Kind of Copy that Sells Today?"
Even some of the best
copywriters miss the boat on these proven ways
to reach customers and convert them into loyal fans of
your product or service ...
by Diane Eble, author, editor, copywriter,
publicist, CEO of Words to Profit
Do you have a web site or
other marketing vehicles you use to
persuade people to take action of some kind? Maybe you’re
trying to sell something, or get people to sign up for
your newsletter so that you can follow up with
them.
If so, let me ask you this: Are you happy
with the amount of traffic you’re getting on
your web site? Are you thrilled with the response
rate you are currently getting to your
mailings?
If your answer to either
question is no, then please read every word of this article.
The answer to why your site or other marketing materials are
not working—and what to do about it—will be found here.
Plus, you will find out how to get a free copy of a
ground-breaking eBook that will not only change the way you
do business, but will dramatically improve your persuasion
skills.
When people ask me to recommend my top
Masters of Web Copywriting, I recommend Diane
Eble, whom I've personally
mentored in my signature model of
copywriting. She's one of the more
knowledgeable and excellent
writers I've worked with, having
had more
than 20 years experience in both writing and
copywriting, as well as being a
master
of the specialized skill of web
copywriting.
--Maria Veloso, Director of Web Copywriting
University and author of
Web Copy that
Sells
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What Your Customers Want from
You
Why are you in business?
Of course you want to make a profit, but your
customers or clients don’t care about that, do
they?
So what do they care
about?
Exactly the same thing you care about now as you
read this article: “How can you help me solve my
problem?”
What problem does your product or service help
your customers solve?
Whatever your answer, the first way you begin to
do that is by giving them information that
they want and need.
You know the world is deeply entrenched in the
Information Age. People crave information—information on how
to solve their problems.
Your business is to provide the kind of
information your customers/clients want and need, in the way
they want it, when they want it.
That is the secret
to building and growing a successful business. Your market
is hungry for the solutions to their problems, solutions
that you help solve. All you need to do is find ways to
connect with your market and begin providing your solutions
to their problem. Give them the information they want, and
they will come back to you. They will tell their friends
about you.
Keep giving them the
information/solutions they need, and you have a customer for
life. Or at least as long as they continue to need your
product or service.
And
that is exactly where I can help you
most.
I
take a specific, proven approach to
providing the kind of information my clients’ customers want
and need. This approach will skyrocket your sales,
boost your response rates, and position you as the leading
expert in your field.
The Proven Way to Market These
Days
The specific approach is what is called
information marketing or
editorial marketing. It is based on the
premise that, especially in today's climate of advertising
oversaturareion, "hard sell" copywriting doesn't work. This
is especially true on theWeb, where people are mainly
looking for information, not to be "sold."
FACT: A new survey from the Pew
Internet & American Life Project shows that
73% of American
adults (age 18+) go
online to use the internet or
email. |
When people go online, they are either 1) checking their email
or 2) looking for information.
When you are the one giving them the information
they want first and foremost, and you get their permission to
continue hearing from you, you begin to build a
relationship. As that relationship progresses, both
you and your prospects have the opportunity to discover if what
you offer is what they want.
This is the essence of the kind of marketing that works
today. If you know how to harness it, technology
provides a wonderful way for customers to come looking for you.
It's the equivalent of having a store that sells one thing, but
draws thousands of customers per day who are hungry for that
one item.
Copywriting that
Works
Copywriting that makes the most of this marketing environment
provides wanted information, establishes
trust and credibility, and makes it
easy for the visitor to buy.
This kind of copywriting is client-centered, focusing on their
needs and desires, not how great you are. It is conversational
in tone, not "corporate speak."
It is based, in fact, on knowing your customer and the
frame of mind he or she is in during each
contact with you. When you tailor your communication to this,
each step of your sales process will unfold in a very natural
way. It will be natural to you, and natural to your
customer/client.
This approach does not need to rely on “hype.” This
method of marketing underlies all the copywriting I do. This
kind of copywriting has been proven
to be the most effective in today's
marketing climate. It is used by all the most successful
marketers and copywriters:
-
It is the cornerstone of the approach taken
by Jay Conrad Levinson
, known as the father of
"Guerilla Marketing."
-
This approach was refined for the Web by
Mark Joyner
, an early Internet
marketing pioneer who was able to
test everything that did and did not
work on the Web.
-
Michael
Masterson,
developer of the American Writer's and Artists
Institute (AWAI) Copywriting courses, used this model
to build a $80 million-dollar business in six years.
-
It is also the approach taken by all the top
copywriters--Clayton
Makepeace, Ted
Nicholas, and Maria
Veloso
(director of Web Copywriting University), to
mention three of my mentors who are the
highest-paid copywriters in the
world.
-
It is based on the latest research on
persuasion
.
Tap Hidden Ways to Reach and Serve Your
Customers
Chances are, by not understanding or using this proven approach
to marketing, you're leaving lots of money on the table that
you don't know about.
I've found that many businesses don't begin to take
advantage of all the opportunities they have with their
customers. I enjoy brainstorming strategies to not only
increase the number of
clients/customers you have,
but to serve them in new ways that may not have occurred
to you. Ways that not only create loyalty on their
part, but also additional stream of
income for your business.
For instance, if your company currently does Powerpoint
presentations, that presentation could be turned into an ebook
or Special Report or even a "real book" that could be added as
a product or a bonus for people who do business with
you.
Or you could interview happy customers about how they use your
product or service, how their lives have been enhanced, and put
their stories in a little Special Report that can be printed
up. If they're written in a format of "real stories by real
people," other potential or current customers would want it and
likely, pass it on. As you undoubtedly know, "word of mouth" is
the best and least expensive form of
advertising.
Taking creative new approaches like this also sets you
apart from your competition.
Business comes to you when you are seen as
a trusted source of valuable
information.
Specific Ways I Can Help You Grow Your
Business
I specialize in web copywriting and creating
information products designed to boost your
credibility as well as begin that all-important relationship
with a prospective customer. That’s why my copy focuses on more
than throwing up a sales page on a web site (which is what most
copywriters will do). The most effective Web marketing approach
includes:
-
an opt-in offer of some
kind that is so enticing the visitor will give you
his/her email address in exchange for
it
-
web copy that captures your
visitors'
attentionimmediately
and engages them so that they become happily
involved in your sales
process
. The copy must speak to the needs of the
visitor and makes them want your product or service
(or at least desire to keep hearing from
you).
-
a series of follow up
messages (via e-mail, postcard,
and/or some other device, such as an e-course or DVD)
that allow the customer to sample your product/service
in such a way that trust is built and the
sale can be made.
-
an order page designed to clinch
the deal. (Without the 6 elements
I use, you would lose 30 percent or more of your
potential buyers at point of order.)
-
the right
offer
presented in the right way, with the right bonuses,
guarantee, testimonials to support your claims,
etc.to maximize your
sales
For some samples of copy I've written that
incorporates the above approach,
click
here.
“What a stunning job you’ve
done. I’m deeply impressed by your writing
talent … bordering on genius … I'd buy it [the
product]. You’ve done an outstanding job of
understanding what we do and more importantly,
why I do it.”
—Michael Myerscough, web
copywriting client
Click to view
the copy I wrote for
him.
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With all this in mind, here are some of the ways I might be
able to help your business:
-
rewrite your web site copy so that it begins that
customer relationship and elicits a higher conversion.
-
brainstorm new ways to market your business and bring
in revenue , especially if you don't currently have a
mailing list or a Web presence. If I am unavailable to
help you execute the plans, I may be able to point you
to people who can (other copywriters, audio and/or
video experts, designers and the like).
-
create new information products that will set you
apart from the competition, generate extra streams of
income, and allow you to charge higher prices
because you're seen as the expert. These
products might include articles, white papers or
Special Reports, eBooks, printed books, audio programs,
teleseminars, seminars or special events, audio/video
programs of events you've already done, newsletters.
-
develop a direct mail campaign for your product/service
that gets you the results you want.
-
generate publicity for your business that translates
into the equivalent of thousands of dollars in free
advertising
Note that I do not do any ghost-writing of books (articles I
do), but I can help you find a reputable one if that is your
wish.
How to Contact
Me
If you want to contact me for any of the services mentioned
above, please email me at
or
call me. Give me a brief description of what you want me to
do for you. I will then reply and ask you to fill out a
questionnaire about your business, which will lay the
groundwork for us working productively together. If it looks
like there's a match, we will agree on terms and I will
schedule you in. It's that easy!
To your success,
Diane
Eble
P.S. I truly enjoy working with business people to grow their
business, using these proven copywriting techniques. If you're
dissatisfied with how your business is going, if you want to
squeeze every ounce of value out of your marketing/advertising
dollars, if you want to create assets that will bring
revenue into your business month after month, even year after
year--contact
me. Let's see what we can do to grow your
business!
P.P.S.
As a special thank-you for reading this page, I
would like to send you a wonderful
resource that will both elaborate
on this marketing model and give you a powerful
way to improve your marketing. It's a FREE copy
of what I believe is a
groundbreaking eBook
authored by Maria Veloso, called
"Frame-of-Mind Marketing: How to
Convert Your Online Prospects into
Customers."
Maria Veloso is one of my mentors, chosen
because she is an outstanding Internet
strategist, web copywriting trainer, and one of
the most sought-after specialists of web
traffic conversion in the industry (besides
being one of the nicest and most generous
people I know).
Here's what Michael Parsons, Persuasion
Technologies expert from Sacramento,
California, said about "Frame-of-Mind
Marketing":
"I believe the information in this eBook can
change not only the way you do business ... but
also dramatically improve your
persuasion skills--both online or
offline."
I agree with Michael when he adds, "This
27-page eBook is the 'definitive' guide to
communicating effectively with the Internet
buying public, getting into your online
prospects' minds, and getting them to click,
sign up, register, subscribe, or buy whatever
you're selling."
So get
your free
copy of
"Frame-of-Mind
Marketing: How to Convert Your Online Prospects
into Customers" now, as my
gift to you (via Maria), in the sincere hopes
that it will help you achieve your copywriting
goals.
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