Why Brilliant Copywriting Wont Sell a Turd By:Ben Settle

Got an interesting copywriting lesson for you in this article.

A lesson that perfectly illustrates a nasty mistake almost everyone makes (or will make) at least once. And believe it or not, the better your copywriting is... the MORE likely you are to make it.

Anyway, here's what happened:

Recently, a friend of mine was frustrated because her ad copy wasn't converting. And the irony was, her entire ad -- from top to bottom -- was a persuasion masterpiece. Her headline instantly grabbed attention. Her lead and hook were superbly crafted. The story behind her product was absolutely fascinating. (It was almost like reading a can't-put-it-down novel in some ways.)

And everything else just shined and compelled readership:

Her bullets, close, P.S., even her order form copy.

All were "A+" start to finish.

However, nobody (not one person) bought her product despite all this brilliant copy.

"I don't get why this isn't converting," she said. "I did everything I was supposed to!"

And in a way she was right.

Everything was "functionally" correct and in the right places. However, her real "problem" was not in the writing.

It was selling a product nobody wanted.

Frankly, you could have locked all the world's greatest copywriters in a room for 6 months to work on her ad and it STILL would not have converted.

My colleague Doberman Dan Gallapoo so "eloquently" put it like this:

"Brilliant Copywriting Will Not Sell A Turd"

In other words... your copy -- your "sales pitch" -- is worthless if nobody first wants what your product does.

Without that "starving crowd" (as the late, brilliant copywriter Gary Halbert called it), nothing else counts. Those fancy-shmancy sales tricks and "choke holds" taught in all the copywriting books and courses will have no effect. And even the most compelling sales messages die on the vine.

This is the #1 reason most ads crash and burn.

If nobody wants your product in the first place, you're dead in the water no matter how "good" your advertising is. Anyway, consider this an important "safety tip" for anyone selling anything.

As it could save you a lot of time, money and frustration.

Snot Nose Copywriting Secrets By:Ben Settle

Before I was a snot-nose copywriter who collects copywriting secrets... I was a snot-nose geek who collected comic books.

Lots and lots and LOTS of comic books.

Comics that contain some truly WORLD CLASS ads.

If you've read old comic book ads you know of what I speak. Even the dinky classifieds give today's top copywriters a run for their money. They just seeped right into your brain and psychology. And sold everything from crystal balls... to exercise lessons... to money-making opportunities... to info products promising you how to draw, play the guitar, and everything else you can can think of.

All so cheap you could buy 'em without denting your allowance.

We're talking true copywriting masterpieces that did more selling in 3 lines than today's big Internet ads do in 30 PAGES. (It's true -- reading old comic ads is humbling.)

The old Charles Atlas ads were my favorites.

All us skinny, pimple-popping pre-teens could relate to the dude getting sand kicked in his face in front of his girl. Or the scrawny, "Gollum-like" geek in the "before & after" photos. Or the oh-so tempting promise to get studly simply by flexing our muscles a certain way 30 seconds per day.

Anyway, why am I telling you this?

Because with today's ever-tightening attention spans... being pithy is more important than ever.

And you can't get pithier than old comic book ads.

Luckily, they are pretty easy to find.

You can find them in older (pre-1990) comic books.

There's a goldmine of these sold dirt-cheap on eBay, old book stores, garage sales and other places where people are trying to get rid of their old magazines and books.

Whatever the case, if you want to write ads that make more money, study old comic book ads.

They are some of the best "pithy copy" teachers you'll ever see.

Skeptic Proof Copywriting Secrets By:Ben Settle

If you would like to learn one of those rare copywriting secrets that can help you sell more products and services almost every time, then this article is for you.

Listen, right now those who know how to write ads to skeptics have a huge advantage over those who don't.

By writing ads to skeptics, I mean engaging and persuading people who think you are LYING to them, are shaking their heads at everything they read, are looking for the teeniest excuse to zap your emails, and toss your sales letters or click away from your website.

Well, guess what?

A few years ago when I was writing an ad for a skeptical market, I learned something very interesting about this. Something that totally changed the way I wrote my ads.

Generally speaking, about 5% of a market buys everything and anything. These are the super **rabid** buyers. They want everything on your subject. And it takes very little effort to sell them.

Then, there is another ("secret") part of your market:

The 10%-20% who are extremely qualified prospects...but are SKEPTICAL.

They are anywhere from 2 - 4 times bigger than the rabid segment. BUT... they need to be persuaded. In other words, they aren't impressed with gurus or big names. They don't believe wild-haired claims. And they're suspicious of every single word we say.

What does all this mean, exactly?

Simply this:

There is a gigantic portion of skeptics in your market ripe for the picking. And if you know how to engage and persuade them... you can't help but make dramatically more sales.

Now obviously, each market is different. And it may not be exactly like this for everyone. But that was the "gist" of what I learned. And I have used that piece of knowledge to write ads that (more often than not) beat the ads I compete against.

Plus, let's face it:

In these ultra-skeptical times, the hyper buying segment is probably much smaller now. While the hyper skeptical segment is much bigger. Which is awesome news if you know how to sell to the skeptics.

Because it means you are about to kick some serious tail in your market.

Curing Copywriting Impotence By:Ben Settle

A few days ago I was doing a bit of lurking in the copywriting section of a certain marketing forum (not one of the popular ones) and was boggled by all the people struggling with so-called "writer's block."

I mean, I get WHY people have it.

But I had no clue it was so widespread.

Especially in the marketing community.

In our world, writer's block can EASILY cost you hundreds (even thousands) of smackeroos. Every day you don't write that sales letter, email, PPC ad, press release, article, etc... is another day you just robbed yourself of money.

Maybe even LOTS of money.

I know... because I sometimes do it myself.

Most recently, I whacked my own sales with one of my own books. I dragged my feet for over 8 months updating it, writing the ad for it, and getting it set up with a printer. And I lost FAR more sales than I care to admit.

I could kick myself for lingering so long.

Even though my problem wasn't "writers block" (more like laziness) it still had the same effect.

And you know what?

You are losing lots and lots of cash, too, if you are putting off writing your sales letters, emails and other ads because you can't think up something cool to say. In fact, time is short and each day counts now more than ever.

Why?

Because the more market share you seize BEFORE the economic poop REALLY hits the fan (and we ALL know it's coming), the better you can survive (and THRIVE in) the storm.

The moral of the story is:

Don't let something like writer's block hold ya back.

Don't let it rob you of sales or stop you from moving forward.

Kick it's but and watch your income rise automatically.

Copywriting Tips Long Versus Short Copy By:Steven Wagenheim

I love going to the Warrior Forum. You find the most lively discussions there. The other day, there was a thread titled "What turns you off on buying a product?" or something like that. Well, the thread turned into yet another long versus short copy argument. Oh, how I love those. Well, this article is going to give you my personal opinion about the whole long versus short copy thing and you can take what you want from it. Again, this is only my opinion based on what has worked for me.

If you go into a store to get a package of batteries, maybe costing about $4.99, and you're not sure which brand to get (you want the ones that will last the longest), you'll probably go and ask a salesperson. The answer you get will probably be short and to the point...something like, "Brand X is really good. It lasts longer than brand Y." And that will be enough for you and you'll probably take that as sufficient.

Now, let's walk into an electronics store looking to buy a new sound system for your home. Now we're talking about spending maybe $600 or more. You don't know which one to buy. So you ask the salesperson for his opinion. He then starts to explain the different sound systems and goes into great detail. Why does he do this? The answer is simple. You're looking to spend $600 or maybe even more, so parting with that much money is not an easy decision to make.

I have found that when it comes to selling products online, it's no different. If I'm selling an ebook that costs $17, I don't really have to do a lot of explaining. I mean after all, it's only $17. So I get right to the point. I tell the person what they're going to get out of the product and I do it as quickly as I can. Now, if I'm selling a $97 ebook, then I'm going to have to go into a lot more detail. Why? Because the prospect is looking to part with a lot more money than $17.

My point is this. The length of the sales letter, in my opinion, should be directly proportional to the amount of money you're expecting to get out of your prospect. Will there be exceptions? Of course there will. And you have to know how to recognize them, such as when you're selling something that's very technical, even if it is inexpensive. A more in depth explanation, such as for a membership site script, is probably in order.

Long copy works great for some things and not so great for others. For me, it all comes down to what I'm selling.

To YOUR Success,

Steven Wagenheim

Copywriting Tips For Catalog and Web Descriptions By:Denise McGill

If you can answer this one question in your catalog and web descriptions, "How will this product make my customer's life better?" you have a piece of the formula for a successful promotion. Whether your line is hardware supplies, medical supplies, quilts or rustic furniture, focus on how the merchandise fulfills a need or desire for your customer.

Remember, you are creating copy to sell goods or services! Great copy is just another tool you can use to run a successful, profitable business. Copy that successfully combines a product's features/specifications and offers unique benefits to your customer makes the sale. So let's take a closer look at these two components - features and benefits. Both are necessary for a copy description that generates sales.

First, what exactly is a feature? In short, it is the physical description and specifications of your merchandise. You can find features in the instructions or user guide that come with the merchandise. Some examples would be:

material ( stainless steel, cotton, plastic, etc)
function (tells time, toasts bread, slices meat, etc)
size and dimension
colors available
# of pieces
Price

Would the above specifications alone sell your wares? Most likely, they wouldn't. A copywriter takes the basic features, searches for benefits to the customer and then creates a catalog or web description that not only engages the customer, but compels them to purchase your goods. In other words, appeal to needs, wants and desires!

So next, let's look at the second component. Incorporating benefits into your copy description promotes the desire to "buy." They make an appeal to the customer emotionally and fulfill a need. Benefits show your customer what he stands to gain by purchasing your product. They answer questions such as:

Will this merchandise make life easier or provide a convenience?
Does it solve a problem?
Will it save me time or money?
Does it alleviate a fear?
Does it flatter?
Is it exclusive?
What need does this product fill?

If your descriptions can answer one of the above questions, and believe me this is just a select few, you are more likely to make that all-important sale. Just don't forget to intermingle catalog features with benefits to answer all customer questions. Dimensions, material and sizes all help the customer make informed choices. Customers don't want to pick up the phone and wait for a service rep to get detailed information on a product. Copy must provide the customer with the information they need to convert a casual shopper into a satisfied customer.

Copywriting Tips Are You a Copywriter Or a Copy Machine By:Steven Wagenheim

I'm actually not quite sure where it's going to go (the opinions, not the article itself) but I'm willing to take my chances. Anyway, the question is quite simple. Are you a copywriter or a copy machine? Not sure? Well, maybe this article will help you answer that question for yourself.

First of all, nobody is going to argue that there are some basic "rules" of copywriting...things that have been tested over time and have been found to "work", relatively speaking. Naturally, any novice can turn any copywriting tactic into a total meltdown. But assuming that you at least have a basic understanding of how to write a sales letter, for the most part, you SHOULD be able to pull off the basics, solid headline, good story, well crafted bullet points, and so on.

But that still doesn't answer the question of whether you're a copywriter or a copy machine. Maybe it's the question that really needs to be more defined. Okay, let's do that.

To me, and again, this is just my opinion, a copy machine is somebody who understands the basics, can put together a "decent" sales letter, but isn't really using any true creativity. They're essentially taking bits and pieces from other sales letters, adapting them slightly to fit their particular product, and then calling it a sales letter. And don't get me wrong, this method will work fine. I've seen some very good "cookie cutter" sales letters get the job done.

But the truth is, the really kick butt sales letters are the ones that go way beyond the cut and paste generic stuff that I see way too often. These are the sales letters that go on to shock you with some of the content. The Rich Jerk was a master at this until everybody and their grandmother copied his style. Then it became just plain boring. That's the problem with being unique...everybody copies you eventually. This is why you have to constantly reinvent yourself and come up with fresh ideas.

THAT is what makes a copywriter. Somebody who can think outside of the box and write a sales letter that isn't just your typical run of the mill stuff.

I know that there will be many who don't agree with me, that if you can write copy that sells, that's all that matters in the long run. And I guess, to a certain degree, that's true.

But I'll take a copywriter over a copy machine any day of the week.

To YOUR Success,
Steven Wagenheim

Copywriting Time to Get UGLY With Your Advertising and Get Your Prospects Attention Now By:Joshua Black

When creating? sales piece I like to keep this little acronym in mind.? It will help keep you on track for what's important in your sales copy:

U- Understand your market before you start writing. Write to one person at one time.? Picture your customer in your head and write specifically to them as if this is the last thing on earth you were going to sell.

G- Grab them by the throat! Figuratively of course. You have to get their attention. People are bombarded by somewhere close to 7,000 marketing messages a day, mostly ignored, so you need to really do something to get noticed.? You have to come out with guns blazing.? don't put your best stuff way down in the body copy of and ad or sales letter, put it right in the headline or the customer is long gone before they even read your letter.

L- Be Lively.? No one wants to read copy that sounds like the label on a pill bottle or a manual for putting a bike together. Every word counts. Each sentence should sell the next, all the way through your copy. If you wow someone with a headline and then bore them with your opening paragraph, you just wasted an entire letter.

Y- Your voice. Write the way you would talk to a friend. Don't try to write a novel or use a fancy vernacular to prove how smart you sound. Your copy should sound like you are talking to a friend over a cup of coffee. Write in the voice that you would use if the person were right in front of you.? Don't try to sound fancy and use a lot of industry jargon if your customer will have no idea what you are saying.

So, just remember to be U.G.L.Y every time you sit down to write out your next sales piece and you will be miles ahead of the next guy.

Copywriting Secrets of a Blue Naked Super Hero By:Ben Settle

One of the most powerful copywriting secrets you can ever use is found in the movie "Watchmen."

Specifically, the scenes with the character Dr. Manhattan -- a blue, bald naked guy who the ladies find quite studly.

He's the only "hero" in this super hero movie with actual "super powers": The ability to manipulate matter at the atomic and subatomic level.

(Which is "geek-ese" for he can do whatever he wants.)

He can make stuff out of nothing, teleport, reduce a person to ashes with a mere thought, hang out on Mars, change his size, turn wood into glass, and even make duplicate versions of himself.

(You'll have to see the movie for WHY he would do that...)

You want to know what else?

He is also a walking copywriting METAPHOR.

I kid you not, either.

Think about it:

What is your job as a copywriter if not to give yourself (if even temporarily) unlimited powers to do whatever you want for your prospects?

To grant their every wish.

Fulfill their every dream.

And (to paraphrase the late copywriter Eugene Schwartz) become, "The scriptwriter for your prospect's fantasies"?

You know, it sounds weird, but often the best ads are written BEFORE the product is made for this exact reason.

In fact, the last ad I wrote was like this.

We had no product, just a market and a list of what that market desperately wants and needs right now.

So I simply created the product as I was writing the ad.

Taking everything we knew about the market and creating the ultimate "super product" in my head.

My point?

Whether you have the product or not... it's your job as the copywriter to figure out everything your prospect wants, and create a fantasy in their brains as to how your product can grant all those wonderful miracles.

It's the heart and soul of money-making copy.

Frankly, you're not just "writing."

You're like the "Doctor Manhattan" of their lives -- giving them anything their little hearts desire.

All of which makes selling in print a piece of cake.

As well as a whole lot of fun.

Copywriting The Importance of Being Clear in Informational Pieces By:Jane Sumerset

When writing informational pieces, there are few things more important than being clear. When your copy is ambiguous and vague, after all, it defeats the whole purpose of reading an informative piece. Some English grammar software can help catch ill-constructed portions of your copy and point them out as candidates for rewriting so make sure you take advantage of it.

Apart from employing software help, here are a few things you can do to help make your writing clearer.

1. Accommodate the uninitiated
Always assume that your reader is getting their first experience with your topic through your piece. While some of them will probably have some inkling about it, it's still best to accommodate those who would not. As such, avoid assuming past knowledge. At the least, include possible references (such as hyperlinks for online work) when introducing a topic that you don't intend to clarify in your copy.

2. Avoid long phrases
If a phrase can be expressed with one or two words, use the alternative. A lead in like "In view of the aforementioned results," can usually be written more succinctly as just a "therefore" without losing any of the statement's essence.

3. Avoid tautology
Putting together words that just say the same thing is often employed in informal writing and may even be accepted by most proofreading programs. That, however, doesn't make them a good idea when you're writing for clarity. Saying an "exact copy" in the context of a work, for instance, is often no different than saying "copy." Omit the unnecessary words whenever you can.

4. Be accurate
Informational copy that fails to report on details correctly tend to fail on the edifying part, which is why most of us would read such kinds of materials anyway. To ensure accuracy, your writing should include all appropriate data, apart from being consistent with all its assertions. Make sure your conclusions are supported with sound reasoning and real-world results.

Copywriting Conversations With God By:Ben Settle

Not long ago, I was asked about the importance of doing research before starting a copywriting project, and what are some research tips.

Fact is, research is everything -- the most important activity of all.

Get your research right, and your ads practically write themselves.

And there's something I do that (I believe) gives me an advantage over other copywriters. It has nothing to do with being more talented or "smarter" than anyone. (I'm not, believe me).

This is actually more of a tactical advantage. A way I discovered years ago when studying the Bible. A way YOU can use to research your ads, too -- regardless of your spiritual (or lack of spiritual) beliefs.

Listen:

About 10 years ago I studied the Bible all the time.

I had this voracious appetite for it that just wouldn't quit.

One of the reasons why is probably because I spent so much time haunting Bible forums arguing with people, debating and doing all the time-wasting things people do when they learn just enough about a subject to be dangerous to themselves.

Anyway, I found myself getting spanked a lot in debates.

In order to not look like a moron anymore, I decided I better study harder. And so I followed the lead of what smart Biblical scholars do: I would read a passage and analyze EVERY single word, metaphor and image associated with it.

For example:

If I saw even an ordinary word (like "touch") I looked it up in a Strong's Concordance to see the original Hebrew or Greek meaning.

If I read a metaphor about Jesus washing His disciples' feet, I investigated what that actually meant back then to better know the significance of it.

And if I ran into an image about locust armies, I looked up facts about how locusts behave, and what they do to their prey to get a better grasp on what that symbology really means.

Anyway, here's the point:

This extra effort gave me a FAR more detailed understanding of the Bible I never would have had otherwise.

Now, "fast forward" to today, and that's how I research ads.

I meticulously research every fact about the product, market and author to the tiniest detail. It's like digging for gold -- hard, sweaty, unpleasant work.

But it results in ads that put LOTS more money in your pocket.