Posted by:
Clayton Makepeace
October 30, 2006
Issue #67
- OK … so you’ve got a product on your hands. Maybe it’s your product. Or, maybe you’re a copywriter and it’s your client’s product.
- The question is, where do you find the prospects who are most ready, willing and able to become your customers?
Dear Business Builder,
That’s the first question that popped up in my “Ask Clayton Anything” teleconference last week – and it’s a doozy.
Actually, the question was a bit more specific:
“I have a new client selling jewelry items (ear rings, chains, broaches) targeted at those who feel patriotic about their country - and wish to display their pride on their clothing and body.
“We are discussing advertising in The National Enquirer-type of publication. Danbury and Franklin mint are consistent in there with products in similar price points.
“Where would I find mailing lists targeted at those who buy jewelry items at the $100 price point?
“What about lists of buyers who are patriotic - where would I find such a list?”
Soon as I read that question, I realized I’ve been woefully remiss in writing about media in these pages. We’ve talked about just about everything else involved in direct response promotions – and we’ve spent reams of virtual paper on your sales copy – but in 67 notoriously long issues, not a single breath about selecting the right media for your promotion.
Should you begin with TV? Radio? A Web campaign? Print ads in newspapers or magazines? Direct mail?
I mean – it’s kind of an important question when you think about it. After all – the medium you’ll be using not only determines the cost of your promotion; it also is a major influence on the approach you’re going to take in your sales copy!
So today, we’re going to remedy that – with a basic, plain-English guide to selecting the media that will give your promotions the greatest likelihood of success.
Or, alternatively titled …
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Posted by:
Daniel Levis
October 25, 2006
Issue WMA #21
In this special interview issue with Dr. Joe Vitale:
- Three ways to slam your writing speed into hyper drive and make more money …
- How to jump start your creative muse to pump out winning ideas faster …
- How to edit at warp speed — creating copy that’s sharp as a bullfighter’s killing sword …
- Hypnotic Writing — EXPLAINED!
- PLUS, a deep bag of tips and tricks for harnessing the power of your subconscious mind to spike your output …
- And much MORE!
Dear Web Business Builder,
The only thing standing between you and that mountain of money you crave is SPEED COPYWRITING! Think about it …
What would happen if you could bang out twice the copy you do now in half the time? How would it impact your income? Imagine how much easier your life would be, and how much more fun! You want it! I can feel it through the miles …
That’s why I’ve invited my good friend Joe Vitale to share a few of his speed copywriting secrets with you. Joe pumps it out like few others, so listen in …
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Posted by:
Daniel Levis
October 18, 2006
Issue WMA #20
In this week's article:
- Five powerful and supremely profitable guiding principles that should direct your thinking as you develop your online promotions …
- A simple five-point checklist that uncovers 20-minute website changes that could make you a bundle, including a rich case study …
- The subtle tactic rarely used online that will get more people to read your website copy with an open mind …
- Everything you’ve ever wanted to know about advertorial copy but were afraid to ask …
- And much more!
Dear Web Business Builder,
I just read something entirely profound in a book by Nido Qubein that got me thinking about how important the fundamentals are in marketing. And how frequently they’re violated.
Qubein’s book isn’t about marketing. It’s about communicating in general. But in my book, they’re one in the same.
He says effective communication is really very simple. It’s simply a matter of the right person, communicating the right message, to the right audience, at the right time, and in the right way.
Picture this if you will … A couple strolls hand in hand down a moonlit Caribbean beach. There’s not another soul in sight. The only sound you can hear is the gentle lapping of the waves beneath their bare feet.
As if by predetermined signal they stop. Slowly they turn to face one another and he speaks. “I love you,” he says softly. “I love you too” she replies. “Will you marry me”, he asks. “Yes” she responds.
For a long time they gaze into each other’s eyes before coming together in a kiss … and then stroll off happily hand in hand down the beach.
That my friends, is effective communication!
It was the right person, communicating the right message, to the right audience, at the right time, and in the right way.
The message was heard, understood, and most importantly … produced the desired response.
And that little analogy – in just 100 words – holds the guiding principles that should govern your thinking when it comes to marketing your business on the Internet.
Allow me to explain …
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Posted by:
Clayton Makepeace
October 16, 2006
Issue #65
In this issue:
- The “Unique Selling Proposition” brainstorm Rosser Reeves used to revolutionize ad copy – and to install a bald-headed general in the White House …
-
4 reasons why Reeves’ USP approach sometimes fails direct marketers…
-
4 unorthodox ways to make USPs work for you – by BREAKING Rosser Reeves’ sacred rules…
-
And much, much more!
Dear Business-Builder,
As The Guru struts to the podium, the crowd rises as one, slapping their flippers together and barking like a gaggle of starving seals – each one praying that The Great One will grant him just one fish …
The Guru clears his throat – three hundred eager sycophants instantly collapse into their chairs … and three hundred pens hover over three hundred yellow pads, ready to record every golden word.
“I am,” declares The Guru, “about to reveal the single most effective selling tool any direct response promotion has ever employed.”
“Gasp!” says the adoring crowd.
“Really!” says I to myself.
“It’s called ‘The Unique Selling Proposition,’” says the guru.
… And for the next 60 minutes or so, The Great One loaded up those poor folks with more bunkum, hokum and hype than any carnival barker I ever saw. No real marketer who makes a living and takes lumps creating real promotions in the real world would have bought a thing that puffed-up poseur said.
The crowd, however, obviously wasn’t composed of real marketing folks or even serious students; just pretend ones. That’s OK – The Guru isn’t a real marketing guy either. He just plays one on TV.
And boy, did these pretend marketers ever eat this pretend marketing expert up! He had them repeating his key phrases … jumping up and repeating his key phrases … touching each other and repeating his key phrases.
I half-expected the guy’s next command to be, “Put your backside in … stick your backside out … yell, ‘Unique Selling Propositions Rule!’ and then shake it all about!”
Nevertheless, when The Guru’s USP hoochie-coo dance ended, the pretend marketers in the audience gave the blithering idiot another standing ovation!
Hoooboy.
I shouldn’t have been surprised. After all: Rosser Reeves’ brainchild – the Unique Selling Proposition – is one of the most overhyped, misunderstood and misapplied concepts in marketing today.
Nevertheless, you gotta give old Rosser his props. His approach WAS a massive breakthrough for advertisers. And yes, understanding the concept behind it IS crucial for salespeople of all stripes – including direct marketers like us.
That’s why I paid $250 for an out-of-print copy of his little 153 ½ page-book last year – and it’s why we’re going to take a nice long look at Mr. Reeves and his brainchild today …
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Posted by:
Daniel Levis
October 11, 2006
Issue WMA #19
In this special interview issue:
- Do you make these mistakes in Google pay per click? How to avoid the three biggest profit killers …
- What kinds of products and services sell best with PPC?
- When should you go for the sale, and when should you go for the lead with Google Adwords traffic?
- A little known way to get dirt-cheap Adwords clicks that convert like crazy!
- How to get up and running on Adwords and making money FAST …
- And more!
Dear Web Business Builder,
Do those quirky little Google ads you see all over the Net still work?
You better believe it!
But there are plenty of pitfalls to be aware of before wading in with both feet … and if you’re already swimming, more than a few tricks that can make your money go farther …
That’s why I’ve invited my good friend and Google Adwords guru Perry Marshall to join me today.
If you want more qualified prospects reading the copy on your website – and you want to convert those cold prospects into buyers profitably – then listen in …
––––
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