By Jimmy Krug -

Marketing. The subject’s been done to death in some circles. I’ve read more books than I can count over the years and yet there are only two lessons (written by unknowns) that really stick with me above all the others. When I say, “stick with me,” I’m referring to their value and practical use.

Yes, I’ve read Claude Hopkins and the modern writings of Jay Abraham and Dan Kennedy. I’ve read more authors than I care to mention. Even so, it was the writings of a little known booklet author back in the 1980’s and another who wrote an article on sales letters in an obscure publication whose advice had the greatest impact. I’ll get to exactly what their marketing advice was in just a minute.

Information is only as good as your application of it. You see, knowing what to do doesn’t mean you’ll do it correctly. It doesn’t mean you “get it right” each and every time. I don’t think you could find any better examples than you will in sports. You can watch golf videos and take practice swings all day long. Once you step out onto the actual course, however, it suddenly becomes a different game.

Some athletes are lot better in practice than they are in the actual game. The pressure creates a different dynamic.

When I was a kid I stumbled across a tutorial designed to teach kids how to draw Mickey Mouse. I immediately  grabbed a pencil and paper and followed the instructions. The end result was a picture that didn’t resemble Mickey Mouse to the slightest degree.

In my case, the instructions required more hand and eye coordination than I had at the time. The only way to develop that or any other skill is by practicing. I didn’t want to learn how to draw Mickey that badly… so that was the end of my animation career!

Writing was a different story. Over the years, I’ve done a lot of writing. That includes in school and beyond. By the time I finally got around to writing my first eBook back in the late 90’s, the skill had already been developed to the point where I was comfortable sitting down and pounding away at the keyboard.

When it came to creating the cover for the eBook, however, that was another story altogether. I bought some software and a how-to manual and followed the instructions to the best of my ability. The final result looked amateurish, but it was the best I could do with what was available to me at the time.

The next cover I wound up creating didn’t look much better. By the time publication three (along with cover three) came around, I had enough money to outsource the design. I didn’t, though. I was so determined to make the cover designing skill a part of my personal repertoire; I decided to do it myself! My third effort came out great. I was very happy with the finished product.

At the end of the day, what I was after were “presentation and design skills.” No, I wasn’t looking for cutting edge. Clean and professional was my goal.

Keep in mind; I’ve always been a “do-it-yourselfer.” When I first started, I couldn’t afford to outsource anything and wound up doing everything myself. I also kept all the money I made! Those are the pros.

The cons were – I invested time and money buying special software and learning how to use it correctly.

Let me tell you, it was a very expensive, time consuming education… but I’d be lying if I said it wasn’t enjoyable in many ways, too. If I could go back and do it over again would I do it the same way? Definitely. I’ve monetized every single skill I learned over that period of time and will hopefully continue to do so for years to come.

During the initial training period I also purchased and digested an endless stream of books, tapes and courses. Eventually, I got to the point where I found myself reading the same things over and over again.

When I take into account all information I’ve read, collected and reviewed over the years, there were a handful of priceless truths I found that really tied the loose ends up for me more than all the rest of the information put together.

Here they are.

The first priceless truth was, If you want to sell high end products or services successfully – you must first “bring people to the table” with less expensive, frontend products. On the frontend, you may have an inexpensive eBook or publication. The next price point up may have audio recordings or video. On the backend, you may have personal consulting, a weekend seminar or a BIG course with all the extras included.

In other words, you don’t start off with pricey seminars or expensive couching right out of the gate. Until you become a known commodity, the risk/reward ratio is too imbalanced.

People may be willing to risk $30 with you on the frontend… but they won’t be willing to risk $1,000 or more unless they’re able to first test the waters with minimal risk involved. You see, it’s all about risk at the end of the day. People are used to be lied to. They’re used not getting what they’ve paid for. You must prove to that you’re not going to take them down the time worn path of disappointment and disillusionment.

When I first started, I really didn’t have any backend products in mind. This was a mistake. On the other hand, when you’re learning – you’re going to make mistakes. Learn from the mistakes of others. Don’t trying reinventing the wheel. Life is too short.

The second timeless truth I learned involved writing successful sales letters or sales copy. There is an emotional “payoff” that occurs when someone becomes a buyer of your product or service. Whether the payoff continues after they use the product is another thing. Effective sales copy creates a positive emotion between the seller and prospect. What about logic you ask? Although your sales copy should certainly make sense, logic seldom closes the show.

When you’re reading material you enjoy, your brain fires neurons which create what’s called a “natural high.” The more you continue the activity, the more your brain continues to produce the “feel good” emotion. This is true about anything we enjoy doing or reading.

During the reading process, people can actually become “addicted” to the emotions triggered by the content. Years ago I was hooked by a direct mail ad I read for a commodities trading course. The writer put all the technical terms into easy-to-follow layman’s terms. It was something he said anyone could do, so I sent for the free information.

The copy made me feel that I would be able to do something I’d never done before in my life – trade Commodities and Futures options like a “big shot.” I was 22 years old and the thought of making my living, sitting on the couch trading options from home sounded like the perfect business. Once the package came in the mail, it had the stories of dozens of people of all ages and backgrounds that were happily making money as a result of the course.

In plain English, the copy allowed me to create the picture of a brighter, better tomorrow within my mind and the positive emotions that followed had me reaching for my wallet.

Did I do any research to see how legitimate the product was?

Did I read any reviews?

Did I consider any pros and cons?

Nope.

At that point, I felt so good thinking about “tomorrow” I grabbed my wallet and made the purchase. The end result was, the risk involved was a lot deeper than I was originally led to believe. Truth be told, I believed what I wanted to believe. I never did much with the material because I didn’t have the necessary investment capital.

Good, bad or somewhere in between, emotional triggers are responsible for more buying decisions than you can image. The more “addictive emotions” your sales copy triggers, the more the buyer feels good about the purchase, and the more sales you’ll money.

Yes, thousands of dollars later, those simple truths have done more to help me than all the rest put together. I could expound on them further, but I think you get the basic idea!

By Jim Straw -

The late, great P.T. Barnum once said …

“The great secret of success in anything is to get a hearing.  Half the object is gained when the audience is assembled.”

Understandably, most of the  marketing gurus focus their efforts on teaching you how to “get a hearing” … how to write dynamite headlines … how to use “bullets” … how to use envelope “teasers” … how to grab the reader’s Attention, spark their Interest, flame their Desire, and ask for Action.  But …

They seem to overlook the fact that they are directing 100% of your effort toward only half the requisite formula.

Because … as P.T. Barnum said …

“Half the object is gained when the audience is assembled.”

When the  marketing gurus finally … if ever … hit upon the subject of “assembling an audience,” they focus on mailing-list selection, demographic profiling, and lead generation.  They either forget, or don’t realize, that fully half the purpose of the ad-copy is to “assemble an audience.”

Mailing-list selection, demographic profiling, and lead generation … although easily confused with “assembling an audience” … are really more in the realm of “defining” an audience.  Once an “audience” has been “defined,” it still has to be “assembled” in order for your message to “get a hearing.”

Actually, I think the marketing gurus really know about assembling an audience … other than the mechanics of “defining” the possible customers … but, it really is a rather difficult concept to teach. — So, let me use an easier example to explain what I mean by “assembling an audience.”

Here are three headlines for a “sales letter” about an up-coming Elvis concert …

Attention: Rock & Roll Fans!

Attention:  ELVIS Fans!

ELVIS!!  Live!  In Concert!

It would appear that all three of those headlines would get Attention – but, which one of them would do the most to “assemble an audience.”

Let’s take a closer look …

Attention: Rock & Roll Fans! — “includes” everyone who considers themselves a “Rock & Roll Fan” – but – it “excludes” everyone and anyone who doesn’t consider themselves a “fan.”

The headline “defines” a general audience.  Attention-getting – but – whose attention?

Attention:  ELVIS Fans! — “includes” only those who consider themselves to be “fans” of Elvis – but – it “excludes” anyone who really isn’t a “fan.”

The headline, again, “defines” an audience – but – this time it is only a very small segment of the potential audience.

Beyond that, both of those headlines might well turn-off some of its intended audience. — Those people who might just enjoy some of the Rock & Roll music … or some of Elvis’ hits … but, subconsciously, they don’t want to label themselves, or be labeled, “fans.”

ELVIS!!  Live!  In Concert! — not only “includes” Rock & Roll Fans and Elvis Fans, it “includes” those people who have only heard about Elvis … people who enjoy seeing any performer or entertainer “live” … people who enjoy going to  concerts (of any kind) … and people who like to socialize by attending public events – but – it would “exclude” only those who didn’t share any of the above mentioned attributes.

The headline is “inclusive” enough to attract the attention of a huge audience … with varying reasons to be interested … and only “excludes” those who wouldn’t be interested for any reason.

By the way, nobody in the entertainment field would write a “sales letter” to invite people to a live concert.  (Besides, Elvis has left the building.) — I just used it as an example, in order for you to more easily understand the concept of “assembling an audience.”

When I sit-down … or stand-up, for that matter … to write ad-copy for any kind of product or service, the first thing I do is “define” the audience from which my customers will come.

Sometimes, I use the “definition” of my chosen audience as the premise for my headline, bullets, and body-copy to “exclude” everyone else. — Like a couple years ago, when I wrote an ad for an Air Purifier used in trucks, I used the headline, “Truck Drivers Stink!” — Since the product was “specifically” being sold to Truck Drivers, I purposely “excluded” everyone else.

Other times, I use the “definition” of my chosen audience to “include”  everyone who might have even the slightest interest in the product or service …  “excluding” only those who would have little or no interest at all. — Like the lead-line I have used for over 11 years to sell subscriptions to my business opportunities newsletter, “If you have a few minutes, I’d like to tell you how I became a millionaire … maybe it will help you in your business.” — Using that lead-line “includes” anyone, and everyone, engaged in a business of their own … and those people who might want to be.

Then again, I might use a “non-defining” headline that allows my audience to “define” itself … like my “Self-Liquidating (Arbitrage) Loans” — http://www.businesslyceum.com/SLLoans.html … when I know there is an audience but I can’t “define” that audience specifically. — I simply let them “define” themselves.

Which ever method I use, my purpose is to “assemble an audience” … an   audience who will, hopefully, include enough people who will applaud my performance … send money … to make my efforts profitable.

By the way, the “Truck Drivers Stink!” ad got a lot of comments … good and bad, positive and negative … but it didn’t make any money because the product was over-priced (a point I brought to my client’s attention before I wrote the ad).

So – no matter what the  marketing gurus might tell you – remember …

Before your message can “get a hearing” it must FIRST “assemble an audience.”

As I have said, over and over, “Ad-copywriting is more art than science.” — That’s why all of us old  masters are right … and all of us are wrong.

By Jim Straw -

This last month, one of the Business Lyceum Attendees … who wishes to remain anonymous … wrote to ask:

“In your e-Letter, you say you have been involved in Offshore Banking.  So, where can I buy a Letter of Credit to use as collateral for a loan?”

YES … I was, indeed, involved in Offshore Banking at one time.  Built the Bank up to over $21 Million in assets in less than 9 years – but – that’s another story, for another time. — In response to your question, lemme tell ya all about  …

LETTERS OF CREDIT

Although the term “Letter of Credit” (or “L/C”) has a specific meaning, the term has been so abused and misused by con-men and assorted fools even some bankers don’t know what a Letter of Credit is.

A TRUE STORY — only the names have been withheld to protect the guilty:

In the early 1970s, I was able to set-up a deal to buy frozen seafood (lobster & shrimp) overseas at a very attractive price. — I, in turn, offered to sell that seafood to a buyer in Florida at a nice profit; saving the buyer money as well.

The buyer went to his bank and had a Letter of Credit issued to my company in the amount of $120,000 for the first monthly shipment of seafood.

Fearing loss in the mail, the buyer’s bank asked for the name of my bank, so they could transmit the Letter of Credit by courier to my banker.  Upon receipt, my banker was to do nothing more than turn the Letter of Credit over to me, so I could proceed with arranging the delivery of the seafoods to the buyer.

Upon receipt of the Letter of Credit by courier, my banker REFUSED to turn the Letter of Credit over to me. — His comment was, “I can’t turn this over to you until you deposit $120,000 with our bank.”

At that time, I was banking with the ‘oldest’ bank in the State; established before the Civil War (notice I didn’t tell you what State).  And, the banker who made the comment and held my Letter of Credit was the President of the bank; well over 60 years of age; with nearly 40 years experience in banking.

It took 5 lawyers and 10 days for the banker to turn the Letter of Credit over to me … and … I had to publicly apologize to the banker for what I had called him in front of his personnel.

By the way, although that happened a good many years ago, I find even today many bankers still don’t really know what a Letter of Credit is.  That’s why you scare them to death when you ask them to issue a Letter of Credit for you.

If you think the misunderstanding on the part of some bankers is ridiculous, consider this. — All too many otherwise intelligent people envision a Letter of Credit as some mystical piece of paper; writ in Old English form, that magically opens the door to the international financial markets.  And, they honestly believe that Letters of Credit can be bought, like any other commodity, on the open market for any intended use.

Anyone who offers to ‘sell’ you a Letter of Credit is a con-man or worse (unless, of course, they are selling “banker’s acceptances;” which is a completely different financial game).

So …

What is a Letter of Credit?

To best answer that question, it will be easier to break that question down into two other questions. — What is a letter? … and … What is Credit?

A ‘Letter’ is a piece of written correspondence from one party to another. — ‘Credit’ is confidence in the ability of a person to fulfill financial obligations.

Therefore, a Letter of Credit is a ‘letter’ from one party to another expressing confidence in (giving ‘credit’ to) a person to fulfill a financial obligation.

Although there are a wide variety of generally accepted forms of Letters of Credit used in the banking industry, a Letter of Credit can take any form; as long as it is a written document (letter) expressing confidence in someone to faithfully fulfill a financial obligation.

You could write a Letter of Credit yourself, for someone else.  A very simple form might be:

“TO WHOM IT MAY CONCERN:  I know John Doe.  He’s a good old boy.  I trust him.  You can sell him up to $1,000 worth of goods on credit.  If he doesn’t pay you, I will.”
That is a Letter of Credit.

Now, John Doe has a Letter of Credit.  But, if the merchant doesn’t know you, John Doe still won’t be able to buy anything on credit from the merchant.

On the other hand, if the merchant knows you and trusts you to pay the bill, John Doe will be able to buy up to $1,000 worth of goods from the merchant against your reputation (credit).

When a bank (or other financial institution) issues a Letter of Credit for you, it is exactly the same as your simple Letter of Credit for John Doe. — The bank is saying that, under the terms and conditions expressed in their letter, they will guarantee that you will fulfill your financial obligation to some third party; or they will fulfill that obligation for you to some third party.

Since all of the banks in the world are connected (directly or indirectly) through their various corresponding relationships, the bank issuing the Letter of Credit is replacing your credit (because the receiving bank doesn’t know you) with the bank’s credit which is known in the industry.  But, if the bank issuing the Letter of Credit isn’t known to the receiving bank, it may be necessary for the receiving bank to ‘confirm’ the credit of the issuing bank through another bank (or banks) who does business with both the issuing and receiving banks.

Now …

How do you get a Letter of Credit to use as collateral for your Loan?

Simple. — Let’s say, you are trying to get a Letter of Credit for $1,000,000. –All you have to do is prove to some bank that YOU can be trusted $1,000,000 worth.  But, since the issuing bank will be putting their credit on the line for you, you will have to provide the issuing bank with at least $1,000,000 worth of collateral.  That means YOU have to have $1,000,000 worth of collateral to pledge to the bank, so that bank can issue a Letter of Credit for $1,000,000 as collateral for your loan from another bank.

There … ain’t that simple?

It appears quite obvious (to me anyway), that the Attendee asking the question is probably involved in some kind of Self-Liquidating Loan deal … anywho, ‘buying’ a Letter of Credit is usually part and parcel of such confidence games. — As a matter of fact, the above is an excerpt from my book, “Self-Liquidating (Arbitrage) Loans” … which has been used by a number of state’s Attorneys General in the conviction of Self-Liquidating Loan confidence men.

Besides explaining Letters of Credit, in “Self-Liquidating (Arbitrage) Loans,” I also explain Collateral Houses, Certificates of Deposit, Prime Bank Notes, and all the other financial instruments and applications used in Self-Liquidating Loans. — I even have a picture of a Prime Bank Note in the book and tell you where you can get them.

You can get your personal copy of “Self-Liquidating (Arbitrage) Loans” at: http://www.BusinessLyceum.com/mdl.html

By Jimmy Krug.

Several weeks month ago I received an email from an Internet Marketer named Armand Morin. Armand is known for his “Big Seminar” product as well as a series of products in his Generator series. Basically, he teaches Internet marketing and sells a variety of products and services in that niche. I purchased a few of his products in the past and found them to be more suited towards people just starting out as opposed to mid-level or advanced marketers, which is fine. Everyone is different. About a month ago, I was sent a link to one of his videos in which he talked about long sales letters no longer being used as a part of his InternetMarketing Strategy. Instead, he’s now using videos.

Since that time, I’ve received several emails from other marketers who are now selling a “Videos Are Replacing Sales Letters” programs. I have to say that while I enjoyed Armand’s video’s (they’re short), the others I’ve listened to were so long and drawn out… it took 3 efforts just to get to the end of one video, and all I was interested in was the price tag of the product that was being sold (the video in question didn’t have a play, pause or stop button on it). By the time I reached the end, I felt like sending the video creator a bill for the amount of my own time that was wasted.

Video can be used effectively to compliment a sales letter. But let’s face it, who wants to sit and listen to a long, drawn out sales pitch in video format? Do you? People will argue with this, I’m sure, but the bottom line is – If I’m purchasing someone that cost over $50… I’m sorry… I want to see the details of what I’m purchasing – “in writing.”

With my own business, I’ve been using video for a while now to update my own clients once a month. I use a video newsletter in that takes them on a tour of my own sites and projects, showing them what I’m doing, what’s working… and making suggestions on how they can implement my ideas with their own products and services.

The videos are about 5 minutes in length. At the end of each video, my phone number appears on the screen and I ask them to contact me to schedule a meeting if they’d like to talk about any of the ideas they saw in further detail. Since they are already my clients and are already paying me for handling their site updates for them, it’s a great way to sell additional products and services on an ongoing basis. It’s also a great way to increase your value with existing clients.

The feedback I get from this is fantastic.

If you’re going to use video on your website to sell a product or service, why not use it an additional selling tool to assist your sales letter instead of replacing it altogether? If for some reason a person cannot finish reading a sales letter, they can return bookmark your page and later return to pick up where they left off.

If you decide to use a video to sell your products, you’re still going to have to write a sales letter outline because you’re still SELLING a product or service. You’re still going to be talking about the benefits of what you’re offering and you’re still going to be directing the person to buy at the conclusion.

Obviously, the draw of using this method would have great appeal to people who hate writing. That’s understandable. Just remember, there are a lot of people out there who simple cannot sit in front of their computer reading and listening to anything longer than 5 to 7 minutes. I’ve already tested my 13-minute videos on my own clients – and these are people who are already paying me every month. They just cannot make it past the 5 to 7 minute mark without distractions, having to get up, having to talk to someone about something that has absolutely nothing to do with the video they’re watching.

By the time the distraction ceases, they’re in a totally different mindset.

So, if you’re going to use video, be smart and plan carefully. The next time you hear all the hype about sales letters being a thing of the past, just remember – the death of the sales letter has been greatly exaggerated. And when it comes to marketing in a crowded field, unfortunately… almost everything is.

By Jim Straw.

Nearly 30 years ago, I was a guest panelist at a seminar about “Writing for Profit.” – All day long, the speakers had told the attendees all about how to submit their written works to editors and publishers … what to expect in a publisher’s contract … how to prepare a writer’s proposal … primarily focusing on how to “sell” what the attendees had written.

At the end of the seminar, a panel of five “successful writers” … including me … was introduced, with a list of each writer’s works and their individual accomplishments given.

The first few questions from the audience were nothing more than a rehash of some of the information provided during the day.  Then, a young man stood-up in the back and said …

“All day long, you’ve been telling us how to sell our written works – but – how do you learn how to write to begin with?”

After the other panelists finished recommending English composition classes; espousing the merits of good grammar and syntax; and advising him to “just keep writing, you’ll get better,” it was my turn.

My answer was … as usual … short and to the point …

“Read!”

Then, I had to explain what I meant.

If you want to be a Science Fiction writer, read every science fiction short story and novel you can find.  Immerse yourself in the type of writing you want to do.  Spend 80% of your time reading and 20% of your time writing “sequels” to the stories you have read.

Today, the young man who asked the question is a highly-paid writer … with a host of articles and books to his credit. — Last time I spoke to him, he thanked me again for my simple advice.

With that said, I am now going to answer those of you who have persisted in asking me …

How To Write Better Ad-Copy

Right now, you’re probably thinking, “Now he’s gonna tell us to read all the books we can find on copywriting.”

Wrong, paperback-breathe! — The first thing I’m gonna tell you is — after you’ve read all those copywriting books for general knowledge; like learning English composition, grammar and syntax — throw away those books and …

Read The Ads!

That’s right. — If you are going to write an ad to sell your “fancy-dancy fishhooks,” gather together every ad you can find that offers fishhooks, fishing lures, fishing poles, or, even, fishing boats. — Read them … reread them … and read them some more. — Don’t even try to do any writing.  Just read the ads!

Again, you’re probably thinking, “That’s old hat.  Everybody tells us to keep a swipe-file of ads offering products similar to our own, then use those ads to write our own ads.”

Wrong, again, copycat-litter-breathe! — If you only use your swipe-file to makeup copycat ads, you will be committing …

The Biggest Mistake Made By Beginning Ad-Copywriters!

Unfortunately, most beginning ad-copywriters take a successful ad … offering a product similar to their own … and simply change a few words in the headline, rewrite and rearrange the paragraphs, maybe put in an extra “bonus” of some kind, and try to use it to sell their product.

Think about it! — That would be like copying “Moby Dick” by changing the whale to a great-white buffalo … moving the action from the ocean to the great plains … and making Captain Ahab a Buffalo Hunter with a missing arm.  (Don’t laugh.  It’s been done … starring Charles Bronson, if memory serves.) — No matter how well done, it would still only be an imperfect imitation.

In the business opportunity field, one of the most successful ads of all time was Joe Karbo’s “Lazy Man’s Way To Riches” ad. — Can you imagine how many times that ad has been adapted, rearranged and enhanced to sell someone else’s opportunity information? — Some of the adaptations may have had some success but, just a few weeks before he died, Joe Karbo himself lamented to me that none of his copycat-ads; copycatting his own ad, had ever been successful.

Do the same thing I told the young would-be writer to do to learn to write, spend 80% of your time “reading” ads offering products similar to your own.  Then …

Spend 20% of your time writing “sequels” to those ads.

The dictionary says a “sequel” is “A literary work complete in itself but continuing the narrative of an earlier work.”

Where most of the ads that just copycatted Joe Karbo’s “Lazy Man’s Way To Riches” ad were failures, or only had limited success, over the years I have written no less than five “sequel” ads that produced significant revenue for me.  (One of them is the ad for my “How To STRIKE IT RICH” book.) — I never tried to “copy” Joe’s ad, just continue his narrative to a different conclusion … my product.

Use your swipe-file the same way. — Read and reread those ads until you have a complete story of the similar products being sold.  Set those ads aside and don’t even think about looking at them while you write your own ad. — Don’t try to “copy” the ads you’ve read …

Write a “sequel.”
Let your ad-copy continue from where the other ads ended.

If you aren’t happy with your first results, do it all over again … read the ads again … set them aside again … write your “sequel” again. — Keep looking for more and more ads offering similar products to add to your story line … immerse yourself in those kinds of ads … to the point of drowning in ad copy.  Then, lay those ads aside and write your “sequel” ads.

As your “sequels” get better and better, your income will get bigger and bigger.

Now, I’m gonna tell you …

The Greatest Unwritten Secret to Successful Ad-Copywriting!

Although I have read literally thousands of books, booklets, reports and articles about ad-copywriting, I don’t recall ever reading the “secret” I am about to tell you.

When you write your “sequel” ads …

Use The Words In Your Ad To
Attract The Kind Of Customers You Want To Keep

The best way to explain what I mean is by illustration. — Here are two different headlines for an “opportunity” ad …

Earn $10,000 Per Month

Get $10,000 Per Month

It may appear, at first reading, that both headlines offer the same type of opportunity – but – read them closely.

The first headline begins with the word “Earn.” — To the reader, that means some “job” or “work” must be performed in order to “earn” the $10,000 promised.

Compare that to the second headline which starts with the word “Get.” — That leads the reader to believe that little, if any, “work” is involved in “getting” the $10,000.

Believe it or don’t … the readers don’t even realize that they are making that subtle distinction.  Their reaction to the headline is ingrained in their “subconscious.”

Using the word “Earn” you will attract the kind of customers who don’t have a subconscious aversion to work. — Using the word “Get” you will attract more people who are looking for something for nothing … by “getting” their share of the “free lunch” that might just exist.

Which brings me to an observation about …

Ad-Copywriting Books

Over the past 20 years, I have watched an ever-increasing proliferation of books about ad-copywriting.  Unfortunately, all too many of those books are just compiled from older, well-written books on the subject – but – with one BIG  difference.

The compilers of those books believe that, in order to “sell” something, you have to “trick”  the buyer into buying.  So, they take legitimate advertising techniques and read into them an implied deception.  In effect, the assorted fools who compile books corrupting viable advertising principals lend credence to the journalistic attitude that advertising, by its very nature, is evil.

Although I am adamantly opposed to book burning … any book about ad-writing that espouses any use of misleading words, deceptive phrasing, fictitious or nebulous testimonials, meaningless hype, or the egregious use of meritless guarantees belongs in your backyard incinerator, not in your business library.

If you have to “trick” your customers into buying from you, neither you nor your product deserve anything other than my contempt.

_______________________________________________
Online Mentor Magazine – January 2010

By David Breth.

One of the most difficult aspects I find about email marketing is improving my open rate. After all, if your prospects do not open your email, they can not know what wonderful products and services you are promoting.

Here are 3 proven direct response copywriting secrets you can use to increase your open rate and your bottom line.

1. Your subject line must be a short, attention grabbing, sentence much like what you would find on the envelope of a piece of direct mail you receive in your mailbox at home. Consider, when writing it, if it answers one of these three questions:

a) Who is the email from?  “HGTV Top Decorating Dos and Don’ts” for example, tells the recipient who the email is from. It also offers a benefit.

b) What does the recipient have to do and when do they have to do it. For example, “Enter Today to win the $5000 New Years Sweepstakes.”

c) What benefit do they receive by opening it? “Learn how to add $1000 to your bank account each month” Or “Get $1,000-$5,000 Free & Clear”

2. Your From Line is key. If you are a well known company or person with your readers, then putting your company name or your name in the from line is the best bet. During 2010 most people are not going to open an email from someone they do not know. There is too much risk with viruses and too much SPAM to bother. However, if they immediately know who the email is from, they are more likely to open it. But what if you are not a well known company or person?  Then put your name in the “From” line.

3. Pay close attention to your first couple of sentences. Direct response copywriters call the first paragraph the “lead” and most email systems provide their users with a few words, if not the first few sentences of an email. These first few sentences are critical to your open rate. Use active and inspiring language to excite your reader, inspire curiosity, or create a sense of urgency. Once the email is open, then you can let your copy do its job.

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Stop here for a brief moment and get a free copy of J.F. (Jim) Straw’s “How To Write Better Ad Copy” report. Reading and using what J.F. (Jim) Straw shares in this eye opening report CAN really help you get a greater response from your emails http://www.tiny.cc/JimStraw

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Remember:

Your open rate is one of the most important statistics to increase your email marketing success. Use what direct response copywriters like J.F. (Jim) Straw have known for decades and apply it to your email marketing strategy for optimal results.

http://www.tiny.cc/email559 <– Click that, please

By David Breth.

Are You Testing And Tracking The Right Information?

Testing and tracking your email marketing tactics is an essential part of a successful strategy. Without testing and tracking specific information how will you know what is working and what needs to be tweaked or fine tuned for better results?  After all, better results mean more money in your pocket, right?

As an email marketer, here is what you should be testing and tracking:

Open rates.

1. Do you know when your prospects are more likely to open your emails?

2. What time of day?

3. What day of the week?

Open rates are a critical; some say the most critical, element of your email marketing campaign. After all, if your email is not opened then you are unable to connect with and “sell” to your prospect, right?

Subject Line and To and From Lines.

Just like you will test a headline on a sales page, you want to test your subject lines. You also want to test your to and from lines just to make sure you are making the most impact possible on your potential readers.

1. What subject lines prompt your prospects to open your email messages?

2. What subject lines are dumped right into the trash bin?

Forward to a friend. While this is not viewed as important a statistic to test and track as your open rates and your subject line, I find it can be a useful piece of information.

If you find one type of email message gets forwarded more often than others, you can use this to increase your brand awareness, build your list and of course increase your profits.

Call to action.

Within every email message you send out should be some sort of call to action.

What do you want your prospects to do once they’ve read your message?

This is also a great piece to test and track. For example, if your “Buy Now” call to action receives less click throughs than your “Learn More” call to action, that is REALLY good to know.

Once you fine-tune your call to action to receive optimal click throughs, then you can make sure to fine-tune your sales pages for optimal conversions.

Testing and tracking tools and information is a marketer’s best friend. If you are not testing and tracking the above elements, you are missing out on valuable information which can take your email marketing campaigns from so-so to super.

http://www.tiny.cc/email559 <– Click that, please

Q: I know the only way to determine effectiveness of a sales letter is to test, but what is considered a good conversion rate and how many numbers do you need to have for an accurate test?

A: You’ve been reading the stuff put out by the college boys again.

Conversion rates don’t mean a thing … it is  ONLY the $profits$ that count.

If you only get .03% conversion (like Harvey Brody did many years ago) – but – that .03% produces thousands of dollars  in  profits, what does the  conversion rate matter?

Using the “profits” as a guideline …  rather  than a conversion percentage  … as few as 100 pieces can give you a fairly accurate test.

- Jim Straw
Online Mentor Magazine: August 2009