Posted by:
Clayton Makepeace
June 30, 2008
Issue #448
My Secret Weapon:
The “unfair advantage” that has helped me
beat the competition into submission since 1995:
How you can have it, too …
Dear Business-Builder,
They say the ultimate in “chutzpah” is killing your parents, then asking the judge for mercy because you’re an orphan.
I know — gross. But you gotta admire people who know what they want and who’ll go to just about any lengths to get it.
Like the guy I knew who landed an airplane, unannounced at a KGB listening post at the Arctic Circle and bribed a Soviet Colonel to lend him a helicopter — just so his son could make it into The Guinness Book of World Records as the youngest person ever to visit the North Pole.
Or the infamous mercenary and publisher of Soldier of Fortune magazine I spent a day and a raucous evening with in 1980 who got himself invited to tag along on the Bay of Pigs Invasion just for grins.
Or the guy I met just last week, who sold Castro a boatload of coffee for $1.8 million — cash in advance — then told the Cuban authorities his boat had sunk on its way to Havana.
I don’t care who you are; this stuff is priceless.
One of the most lovable scoundrels I’ve ever met
is a guy named Larry Owen …
I met Larry at Will’s Honky Tonk — “A sunny spot for shady people” — one of the raunchiest biker bars in Florida back in 1995. I was just walking away from the bar with an iced-down brewski when I overhead someone mention that he owned an advertising agency.
I spun on my heel and introduced myself. “My name’s Clayton; I’m in advertising too — I’m a copywriter.” Larry gave me a dismissive glance; “I’m Larry Owen,” he said in the most disinterested tone of voice imaginable. “Give me your card — maybe I can give you some work, someday.”
Don’t know if it was what he said or how he said it, but something about his reply really torqued me off. “I’m booked for five years in advance,” I said. Here’s my card … maybe I can give YOU some work.”
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Posted by:
Troy White
June 27, 2008
Issue #447
In this issue:
- The easiest way to win over your prospects and convince them to buy from you for the first time …
- Small Business Mastery readers speak out …
- Templates and samples to use for creating your own sales system …
- And Much More!
Fellow Business Builder,
Thank you for your excellent response to my article “How to Write Lead Generation Display Ads”. Some of your comments hit a note with me and I first wanted to address these before moving on to the actual templates for creating your display ads.
Steve had said “I never even thought of doing non-traditional small display ads. I feel like a fool.”
My thoughts to you Steve are – don’t feel like a fool – feel like an awakening! Most people look at display ads in a certain way, and it can be difficult to see new ways of looking at them. Which is the problem. After seeing hundreds of display ads in a day or week, all following the same useless format, it’s no wonder we have a tough time seeing the alternatives. This approach works really well for small businesses. It is simple to implement. And it gets you solid results. Try it out and please let us know how it goes.
Olan said “Great article Troy. One question: Where is the Ad for the house painter that you wrote? I don't see it in this article.”
Hi Olan. As Mr. Burns (from the Simpsons) would say – eeeeexxxxxcellent! My house painter advertisement was so deceptive you didn’t even notice it was an ad! The point to running this type of ad in the Yellow Pages is to make it look like an article or warning notice. In the middle of all those same-old-same-old type of ads – yours will be the one and only that looks like something useful to those in need.
Carolyn said “I just finished writing a space ad for a company using this approach. I suggested they offer five free special reports, thinking that at least one of the five would hit a hot button and get the phones ringing. You can tell me if you think that was too much.”
Hi Carolyn. My personal thoughts are for you to space out all the reports and send them individually. Rather than receive all five at once (which chances are they won’t read them all) – send them 7-10 days apart. The overwhelm factor may kick in with too many at once, so this gives you multiple opportunities for follow up. But, this is something you need to test. With 100 of the leads – test sending each separately. With the next 100 send two at a time. The next 100 – all at once. See which version works best. (You must track everything you do to ensure the winner.)
Great questions and comments – thank you!
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Posted by:
Daniel Levis
June 25, 2008
Issue 445
Dear Web Business Builder,
Whether you’re an established or aspiring freelance copywriter looking for an edge … or an independent entrepreneur trying to hone your copywriting chops and light a sales bonfire under your business … you’ll never reach your full potential in sales, profits, and personal satisfaction until you wrap your head around this:
Killer Copy = 20% writing, 80% strategy
Creating the conversion breakthroughs you’re looking for as an online marketer … or making your career take off like a ballistic missile if you’re a freelance copywriter … begins long before a single word hits the page … and ends well after the first sale is made.
It’s a process. And because most copywriters don’t understand this process, they end up blowing it. Freelancers get bullied by fee-balking, dumb ass clients who neuter your copy with endless revisions. And do-it-yourselfers throw up their arms in frustration because their copy falls flat.
So let’s cut to the chase, and I’ll give you that process …
Successful online marketing and copywriting is nothing more than effective communication. It’s simply a matter of positioning the right person … communicating the right message … to the right audience … at the right time … and in the right way.
That’s it.
If you’re struggling with your marketing … if you’re not having the success you deserve selling your products online … if you feel you’re not making nearly enough bling bling as a freelance copywriter … it’s because you’re missing something in one or more of these five areas.
Either you’re targeting the wrong market … your message is wrong … you’re not positioning yourself properly … you’re saying the right things in the wrong order … or your copy is boring, confusing, and people just don’t believe it.
If you can systematically strengthen a promotion in these five areas, it almost always leads to blockbuster results. I call that my 5R System.
Suppose you’re a fledgling freelancer copywriter. I want you to STOP RIGHT NOW and ask yourself something:
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Posted by:
Carline Anglade-Cole
June 24, 2008
Issue #444
Right now, I’m about to get naked.
Yep, I’m stripping down and revealing one of my deepest, most darkest secrets.
Many of my closest friends (and even my husband and family) don’t even know what I’m about to tell you. Are you ready? Can you handle it? Ok, here it is …
I am petrified of writing copy.
Phew! There I said it. Did the world end? Wait — let me open my eyes to peek and see … nope, it’s still here. I guess it’s safe to continue.
Are you surprised that a million-dollar copywriter who writes scores of controls (a dozen so far this year – and it’s only June!)…
… Makes millions of dollars for her clients …
… Writes copywriting books (three so far!)…
… Publishes a copywriting e-zine called of all things, CopyStar …
… And appears as a guest speaker at prestigious copywriting conferences (including Clayton’s!)…
… Would be a scaredy cat when it comes to copywriting?
Well, it’s true.
When I start a copywriting project, the negative tapes (or CDs for the under-30 crowd) start playing:
“What are you doing? You’ve bitten off more than you can chew! They’re gonna find out you’re a fake this time! You suck!”
Yikes! Pretty scary stuff.
I’ve often contemplated taking the royalties from one of my controls to hire a full-time shrink!
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Posted by:
Clayton Makepeace
June 23, 2008
Issue #443
Plus …
-
Four hot new freebies for you (no strings, no pitch, nothing to buy) …
-
The most exciting announcement in Total Package history …
-
Two huge new opportunities to swing for the fences in 2008 …
-
And more!
Dear Business Builder …
Lots of new stuff to report this week — things we’re doing to get you richer, faster …
FIRST, we’re celebrating our third birthday this month — and like always, you get the present! Can you believe it? With more than 440 response-boosting articles in our archives and more than 1,000 pages of “Thank-You” letters in our testimonial file, you’d better!
But there’s a problem …
Unless you discovered us a long time ago — or spent weeks poking around in our archives — you’ve missed many of the best articles on copywriting I’ve ever seen anywhere (I know, I watched me write them!).
And since I’d rather have bamboo splints jammed under my fingernails (or worse: Sit through an entire Obama or McCain campaign speech) than to repeat myself, I’ve been laying awake nights worrying that you’re missing tons of timeless strategies and tactics that would otherwise be getting you bigger winners, more often.
But never fear, dear reader, your team at The Total Package has your back!
Here’s the deal: From now on, Thursdays will be “The Best of The Total Package” Day — the day we reprint one of our timeless and most highly acclaimed articles on copywriting, building a copywriting business, getting better work out of a copywriter — and more.
So I’ll continue publishing my new articles on Monday each week as always …
Tuesdays, you’ll get our guest articles from luminaries like Drayton Bird, Gary Bencivenga, Michel Fortin, Bob Bly, John Forde, Michael Masterson, and many others …
Wednesday is still reserved for our token Canuck and all-around swell guy and brilliant marketer and copywriter – Daniel Levis …
Thursdays, you’ll be treated to the very best response-rocketing articles from our archives …
And on Fridays, you get Troy White’s ingenious insights on growing your small business.
Clear as mud – right? Just hang in there … you’ll get used to the new schedule in no time flat.
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