Posted by:
Clayton Makepeace
November 2, 2009
Issue #792
Dear Business-Builder,
Clayton is preparing for the AWAI Fast Track to Copywriting Success Bootcamp occurring later this week. And in keeping with the spirit of that event we thought you’d enjoy this interview he did with the AWAI team a short while ago.
For regular issues of The Total Package, you know Clayton has interviewed top copywriters and marketing pros like Gary Bencivenga, Arthur Johnson, Parris Lampropoulos, Carline Anglade-Cole and others.
But occasionally the tables get turned and Clayton gets put in the hot seat. Like in the interview below conducted by American Writers & Artists Inc., on the Secrets of Writing for the Financial Markets.
And even if you don’t write in the financial markets you’re going to get a lot out of this issue because Clayton discusses some of the finer points of what to consider when trying to get bigger winners in any market.
Like, why understanding that copywriting ‘rules’ are no substitute for personal experience and more.
So grab a cup of Joe, sit back and enjoy – this one’s a beaut!
– Wendy
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Posted by:
Troy White
October 29, 2009
Issue #790
Fellow Business-Builder,
I am at a client event in Tampa this week and want to share some exciting news with you. The event I am at is for a very unique niche that targets the affluent buyers that you should be targeting. Why? Because they are the fastest demographic to recover from this economic mess we are all in. The trainers at the event are consistently sharing their success stories in the affluent market, and the rapid growth in demand they are seeing right now.
According to Pam Danzinger, the leading publication for affluent marketing, “At Parisian luxury fashion brand Hermes, best-known for its leather bags that start at US$7,000, sales are up 10%, while demand for Coach’s ubiquitous US$325 handbags has slumped. High-end New York City apartments may have seen their values plunge, but at Fifteen Central Park West, billed as the ultimate Manhattan luxury building, at least eight condos are reported to have sold for nearly 40% above what their owners paid for them in 2007. Now you’ve got to spell luxury with a ‘V’ and the ‘V’ is for value, and value doesn’t mean cheap." They want an experience, and are willing to pay for it”
One of the ways you can get your more affluent clients buying again is to give them what they want … a unique experience that no one else is giving them. What follows is aproven model for getting your affluent buyers buying again.
Even if you aren’t targeting a certain part of your business offerings to the affluent (which I think you should be), this STILL applies to you!
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Posted by:
Troy White
February 20, 2009
Issue #426
Fellow Business-Builder,
Never before has such foul language proved itself as a major business tool.
By now, I do hope you have heard of Gordon Ramsey, host of “Kitchen Nightmares” and “Hell’s Kitchen.”
If not, I would highly suggest watching the “Kitchen Nightmares” show sometime soon.
First, a WARNING: Thin-skinned folks need not tune in.
If you cannot handle foul language and incredibly abrasive personalities, do not watch Gordon’s show!
He is rude, loud, in-your-face, and LOVES swearing to get his point across (and everything is a point, so pretty well every sentence consists of swear words).
I am not going to go too much into Gordon’s past, but, rest assured, this ex-professional Scottish football player has a list of credentials that is long, and highly admirable.
He is now working on his 25th restaurant and many of them have multiple Michelin stars to their name (the most recognized and influential culinary ratings guide). He has multiple best selling cookbooks, 4 television shows and a DVD series, to name a few.
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Posted by:
Troy White
November 14, 2008
Issue #546
Fellow Business-Builders,
Holiday shopping season is now in full swing … are you doing everything possible to make the last couple months of your year the best?
Right now is when you need to be out there in front of your clients - showing them exactly why they should shop with you again.
This is on top of your efforts to attract new clients.
How To Maximize Your Results
This Holiday Season With 8 Easy Steps
1) First thing you need to do is make them an offer they can’t refuse. And the easiest way to do that is to bundle your products and services in new “Holiday Packages” that are not available at any other time of the year.
Why?
Because they are looking for a deal. A deal they can’t find anywhere else - and it doesn’t mean the cheapest price either … it means the most attractive offer.
Do you have multiple products and services?
Have you created an inventory of your products and services?
Do it - right now … the results will amaze you.
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Posted by:
Troy White
November 7, 2008
Issue #541
Fellow Business-Builders,
A short and sweet one this week. I am out of town for a business conference and look forward to sharing my insights with you when I return.
Question for you …
Can you use long copy for selling soda?
Most people love to question the use of long copy.
"It’s not needed" … "No one will read all of that" … "You can do the same job without all the words," etc.
All untrue.
How do I know that?
Facts. Based on a hundred years of measurable, scientifically proven tests.
The results of the test? Long copy will always outperform short. A four page letter will outperform a two page. An eight page will outperform a four page … and so on.
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