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Article Title:
==============
The Surprising Maxim that Maximises Your Copywriting Results

Article Description:
====================
Who was it that said, "Modesty is a virtue"? Whoever it was,
I'm sure they weren't referring to the field of sales and
marketing, where self-promotion is the name of the game ...
or were they?


Additional Article Information:
===============================
942 Words; formatted to 65 Characters per Line
Distribution Date and Time: Thu Mar  2 15:10:14 EST 2006

Written By:     Kris Mills
Copyright:      2006
Contact Email:  mailto:krismills@...

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The Surprising Maxim that Maximises Your Copywriting Results
Copyright © 2006 Kris Mills
College of Copywriting and Marketing
http://www.collegeofcopywriting.com



Who was it that said, "Modesty is a virtue"? Whoever it was, I'm
sure they weren't referring to the field of sales and marketing,
where self-promotion is the name of the game ... or were they?

Take a good look at anyone who is a roaring success in sales, in
copywriting or in marketing and you'll see that one of the
secrets of their success is in being able to really connect with
people one-on-one, on their level.  Sure, that means developing a
great rapport with them, being a great listener and being a great
communicator and more. But there's one factor that separates
these greats from the wannabes.

It's called the "Modesty Maxim". The people who master this
element of rapport, achieve mastery.

Here's how it works in copywriting. It can be used in a very
similar way in sales too.

When you're writing to (or speaking with) a prospect who has a
certain problem that they want to solve, chances are they are
feeling a little insecure about a certain aspect of who they are.

With that, it's important that your copy starts by coming down to
their level, where they are now at emotionally and then bring
them up to the level where they want to be.

Here's a story of Mary Bryant. Mary is a 42 year old mother of
four from Atlanta, Georgia. She was 25kgs overweight and had been
that way since her youngest child was born about 10 years ago.

Mary looked in the mirror everyday and hated the image that
stared back at her. She felt ugly. She hated those extra rolls
of fat around her waist. She hated her double chin. She hated
the saddle bags under her arms.

She desperately wanted to lose weight. She wanted to be able to
look in the mirror and like what she saw.

One day Mary decided to visit a weight loss centre. The weight
loss consultant was friendly and asked her questions about
herself, but as she did that, Mary felt about an inch tall.

Mary was embarrassed by her weight. What made it worse was the
weight loss consultant was reed-thin and looked like she had
never had an inch of fat on her bones in her entire life.

'She thinks she's better than me,' Mary muttered to herself.
'She is probably thinking to herself, "That fat slob. How could
she let herself go like that?''

On and on went Mary's mind chatter then after about 15 minutes,
Mary was fed up with the "high and mighty attitude" of the weight
loss consultant, so she left.

Because Mary was so entrenched in her own problem, she was in a
very emotional and not very rational state. In fact, her emotions
were clouding her judgment.

After Mary left she recognized just how irrational she was being,
so she decided to visit another weight loss clinic and try again.

Again, she was greeted by a 'reed-thin' weight loss consultant
with a smile. Again, she was asked about her goals and her
personal situation.

But what happened this time was that this weight loss consultant
told Mary her own story of how she was a mother of five and just
18 months ago she was more than 30 kilograms overweight ... and
how she had tried diet after diet and nothing was working ... how
she hated looking in the mirror everyday ... how she just didn't
want to get out of bed at all.

Mary's eyes lit up. Mary looked at this blonde, waifish woman and
finally realized that just maybe she really could be like that
too -  that maybe if that weight loss consultant could lose 30
kilograms, maybe she could lose 20 kilograms.

See the difference?

The weight loss consultant in the second example shared her story
with her and doing that achieved two things:

First - Mary no longer felt inferior to the weight loss
consultant because the weight loss consultant had once been in
the same situation that she is in now.

Second - Mary felt that getting results was now achievable
because she was talking with someone who had been in her
situation and won.

Here are some other situations where the Modesty Maxim applies
...


1. Wealth Creation

If you're a multi-millionaire who wants to teach the "Average
Joe" how to get rich, it's important to show how rich you are
now, but it's also vital that you tell them how you were like
them once. For instance:

--- "How a lazy high-school dropout went from dead ---
---  broke to $10 million in assets in 7 years" ---


Some Classic Headlines that Employ the Modesty Maxim

--- The Man with the Grasshopper Mind ---

Anyone who has loads of mind-chatter can instantly relate to this
headline and subsequently the man mentioned in the ad. They want
to know ...

How much is his situation like theirs?

What did this man do to fix the problem?

What is his life like now?

--- How a new discovery made a plain girl beautiful ---

Again, a great example of "before and after".

Most women want to look more beautiful but many feel that it's
something you need to be born with. This headline promises that
beauty is available to even "plain girls".

--- "They laughed when I sat down at the ---
---  piano but when I started to play" ---

Many people who want to play the piano don't learn for fear of
looking ridiculous. This headline resonates with those people.

See how these examples connect with the reader?

What other examples can you think of? How can you apply the
Modesty Maxim in your marketing efforts.




---------------------------------------------------------------------
This article is written by Kris Mills and is part of the
Freelance Copywriting Success Home Study Course developed by
Words that Sell and the College of Copywriting and Marketing.
Kris is an internationally recognized direct response copywriter
and author who has produced record-breaking results for clients
in dozens of industries. For dozens more interesting articles,
more information about the course or about Kris' copywriting
services visit http://www.collegeofcopywriting.com or
http://www.wordsthatsell.com.au


--- END ARTICLE ---



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Free-Reprint Article Written by: Dan Lok
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Article Title:
==============
How To Almost Instantly Double, Triple And Even Quadruple Your Sales Conversion!
Part 2

Article Description:
====================
It's true.  A good example of a successful premium (free bonus) was in the Ginsu
knife infomercials. If you're familiar with the old Ginsu knife infomercials...
you will remember how they'd use the "pile-on-technique" to get you to order.
Can you remember, it went something like this...


Additional Article Information:
===============================
692 Words; formatted to 65 Characters per Line
Distribution Date and Time: Thu Mar  9 22:35:18 EST 2006

Written By:     Dan Lok
Copyright:      2006
Contact Email:  mailto:article@...

Article URL:
http://thePhantomWriters.com/free_content/d/l/quadruple-sales-conversion-pt2.sht\
ml

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---------------------------------------------------------------------

How To Almost Instantly Double, Triple And Even Quadruple Your Sales Conversion!
Part 2
Copyright © 2006 Dan Lok
Quick Turn Marketing International, Ltd.
http://www.WebsiteConversionExpert.com



It's true.

A good example of a successful premium (free bonus) was in the
Ginsu knife infomercials. If you're familiar with the old Ginsu
knife infomercials... you will remember how they'd use the "pile-
on-technique" to get you to order. Can you remember, it went
something like this...

"But wait, that's not all! If you order immediately... you'll not
only receive the entire 36-piece set of Ginsu knives, I'll also
send you a second set absolutely free. And, you still get the
free steak knife, the free cutting board... and... etc., etc.,
etc."

Anyhow, the reason they did this... and the reason just about
every infomercial uses the "pile-on-technique" is this: It works!

But the lesson here is: Whatever your product or service is, you
should always include free bonuses to increase the perceived
value of your offer and increase your sales and profit margins.
Just use your imagination and I'm sure you can think of quite a
number of ways to use high-perceived value premiums.

By the way, marketing wizard, Jay Abraham is the master at using
the "pile-on-technique" to get people to buy. If you buy any of
his stuff (which I highly recommend) you'll be on the receiving
end of a first-class education in how to use the "pile-on-
technique". He'll sell a $5,000 seminar and "pile-on" over
$10,000 worth of premiums if you sign up for the seminar.

Anyhow, if you're not already, I suggest you use the "pile-on-
technique" to boost your sales and profit margins. And the key to
doing that by getting the prospect thinking: "Wow! I get all that
valuable stuff for FREE? Damn, I'd have to be a moron not to get
in on that offer!"

Look: You shouldn't just aim to satisfy your customers. You
should aim to astonish them! And the easiest way to astonish the
customer is to deliver more than they pay for.

A few other important points to remember to successfully boost
your sales using premiums (free bonuses):

* Always quantify the value of each premium (free bonus), both in
real terms and perceived value. For example, you may offer a free
bonus report that has a real price of $49.97... but... in the
right hands could make somebody $10,000. Make damn sure you sell
and educate the prospect about what you're doing for them. Don't
give away $1,000 worth of free stuff without making sure the
prospect knows exactly what you've just done for them!

* With already touched on this but it's worth mentioning again:
Your premium(s) must be desirable, of good quality, and have a
high perceived that enhances the overall value of your main
product. If you give away junk... not only will it not have any
positive impact on your sales... in all likelihood it'll backfire
on you and hurt your sales.

* You can (and should) use premiums as a compel prospects to act
fast and order your product or service right away. Maybe you've
got a limited number of premiums you can give away. Maybe there's
a time-deadline on your premium offer. You get the idea. This is
a scarcity tactic and the more a prospect feels that there's a
very real chance that if they stall they're going to miss out on
possessing the premium(s)... the faster they're likely to order!

* As a general rule of thumb, offering 3 – 5 premiums is optimal.
Offering too many premiums (say 10 – 12) sends up a "red flag" in
the prospects mind because they start thinking to themselves,
"Gee, if they're giving away all those free bonuses I guess
they're a bit embarrassed about the quality / price of the main
product." Too many premiums are overkill – it will backfire on
your sales conversion.

* The very best low-cost / high-perceived value premium is
INFORMATION. For example, it costs next to nothing to create a
simple report / CD / DVD etc.,... yet... the information itself
can be immensely value... maybe even life-changing!

Okay, that about wraps up this article.

If you're not using and capatilizing on proven power of
premiums... shame on you!

Till next time.

Dan Lok



---------------------------------------------------------------------
Dan Lok is widely known as "The World's #1 Website Conversion
Expert!" But what do you care? Well, if you rush over to his
site... I think you'll come to your own conclusion that he's the
real deal when you see how much FREE (yet extremely valuable!)
profit-producing info he's giving away. Check it out now at:
http://www.WebsiteConversionExpert.com


--- END ARTICLE ---



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Free-Reprint Article Written by: Drew Eric Whitman, D.R.S.
See Terms of Reprint Below.


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Article Title:
==============
How Powerful Ad Copy Can Make You Drool Over a Bar of Bath Soap

Article Description:
====================
It's not NECESSARY to sell soap, George! But if you ARE going
to do it, why not do it well? Why not do it "aggressively?"
Why not do more than your competition is doing? You're not
the ONLY one in this business, you know.


Additional Article Information:
===============================
920 Words; formatted to 65 Characters per Line
Distribution Date and Time: Fri Mar 24 06:40:11 EST 2006

Written By:     Drew Eric Whitman, D.R.S.
Copyright:      2006, All Rights Reserved
Contact Email:  mailto:drew-eric-whitman@...

Article URL:
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---------------------------------------------------------------------

How Powerful Ad Copy Can Make You Drool Over a Bar of Bath Soap
Copyright © 2006 Drew Eric Whitman, D.R.S., All Rights Reserved
Direct Response Surgeon™
http://www.AdSurgeon.com



Dear Friend:

I have a nice head of hair.

And it's a good thing, too.

Because every so often I have a "discussion" with someone that
leads me to rip much of it out.

For example...

I just got off the phone with a friend who I'm helping put
together a brochure. He and his wife sell homemade soap. Very
nice soaps, actually. Beautiful colors and fragrances. Some look
like nice big, juicy hunks of watermelon. Others resemble fresh
orange slices... bright lemon wedges... and meaty chunks of
coconut.

Yum.

(Do you see what PVA's--Powerful Visual Adjectives--can do to
your copy?)

OK... back to my hair ripping.

Oh, what the heck.... here's the dialogue, as I remember it...


DREW: Hey George... you guys have some wonderful soaps here.
These fruity soaps are especially appealing. But why just say,
"Orange-Scented Bar Soap?" Or, "Coconut- Scented Bar Soap?" Why
not really get into it?

Why not compare the soaps to the freshest, juiciest slices of
Mandarin or Florida oranges?

Why not talk about how washing your face with it is like
splashing your skin with liquid sunshine?

How the aroma reminds you of walking in the sunny, breezy orange
fields of Florida?

And your coconut soap! Yum! Why just say, "Smells like coconut"?
Why not compare it to the freshly cut coconuts in the sun-soaked
western Caribbean... reminiscent of the milky white meaty centers
and the sweet, luscious juice?

GEORGE: That seems a little over the top, don't you think? After
all, we're not selling food... we're selling SOAP!

DREW: UGH. (To myself.) Of course you're selling SOAP, George,
but you want to create some romance... some imagery... something
that people can latch onto. It's called SELLING.

GEORGE: All that doesn't seem necessary.

DREW: NECESSARY? NECESSARY?! It's not NECESSARY to sell soap,
George! But if you ARE going to do it, why not do it well? Why
not do it "aggressively?" Why not do more than your competition
is doing? You're not the ONLY one in this business, you know.

GEORGE: Uh huh.

DREW: I want you to make a fortune with these soaps. They're
great! But you need to do MORE than your competition. Don't you
want to stand apart... stand out?

GEORGE: Well, if doing what you're saying was so great, why
doesn't anyone else do it?

DREW: Why does McDonalds sell billions of dollars worth of
burgers? It doesn't mean the people who eat all that cow grease
are smart. It means they're simply doing what they're doing.

You can't go through life saying, "If others aren't doing it, why
should I?" Most people DON'T do things the best possible way.
They do what they THINK is best. And since most businesspeople
don't know much about creating effective advertising, they DON'T
do what could be most effective!

GEORGE: (Thinking.) (It sounds like a field of crickets.)

DREW: George, listen to me.

GEORGE: I AM listening!

DREW: You're selling specialized soap. You're not selling Ivory.
Or Zest. Or Irish Spring. You're selling EXPENSIVE soap that has
2 things going for it:

1) It's visually beautiful, and…
2) It smells delicious.

To NOT play up the 2 things that make your soap so appealing is
MISSING THE BOAT!  People don't buy your soap because they simply
need to get clean. They can get clean a lot more cheaply with a
bar of plain old, eyeball-burnin' Ivory.  (Ever get Ivory in your
eyes? Death seems merciful.)

GEORGE: Yes... but.... people will know how it smells WHEN THEY
BUY IT. Plus, everyone knows what oranges, coconuts and lemons
smell like. They smell like oranges, coconuts and lemons.

DREW: (To self) Dear God, help me.

GEORGE: ... so why take all that space to describe it to people
who already know?

DREW: Because it helps persuade!

Look at it this way, George: if someone sees your brochure... and
that someone likes the smell of oranges... then she is going to
be romanced by a description that's in keeping with what she
likes.

(Read that again.)

It helps her imagine! It takes up more "space" in her brain by
creating a mental movie of the product! Describe the juicy
wedges... the sunny fields... the handpicking that goes on in
the orchards... that sweet bursting of aroma when you peel one.

And don't stop there!

Create a deep mental hook with a phrase she won't be able to
shake. Something like: "The Orange-Juicy Way to Wash!" or
something similar. Don't call it "lather," call it "Sweet
Orange-Cream Bubbles."

GEORGE: But won't people think that's a little manipulative?

DREW: It IS manipulative. And NO, they won't think that.
Besides, ADVERTISING IS MANIPULATIVE! We manipulate people's
thoughts. That's what it's all about. It's not EVIL, unless
you're selling junk and your claims are misleading or downright
false.

It's all about sales, George. And there are degrees of selling.
Hey, let's face it: you can call yourself a SELLER if you simply
have something you'll exchange for money. Or, you can be a
SKILLED seller and incorporate those things that have been PROVEN
to encourage people to buy. It's your choice.

GEORGE: I hear what you're saying, DREW... but all those fancy
descriptions. I can't get over the fact that we're just selling
soap to use those kinds of descriptions.

DREW: (Looking at watch) Well, George... that's my advice. And
I've been doing this for only 20+ years. I'm sure you'll do
whatever you feel is right for you. Gotta run!

DREW: Sigh.  (The sound of ripping brown hair.)



---------------------------------------------------------------------
Drew Eric Whitman -- a.k.a. "Dr. Direct!(tm) -- has
created powerfully effective advertising for small
retail shops, to giant, multi-million dollar
organizations, including Day-Timers, Texaco,
Veterans of Foreign Wars, American Automobile
Association, Amoco, many others. He's the author of
"How to Create Power-Packed Ads, Brochures & Sales
Letters that Make Money NOW!"  Visit him online at:
http://www.1automationwiz.com/app/adtrack.asp?AdID=212290


--- END ARTICLE ---



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Article Title:
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10 Killer Secrets For Making Your Customers Respond To Your Email Now!

Article Description:
====================
Website Conversion Expert Dan Lok says you have to learn several
special techniques before you can truly leverage and make maximum
use email -- the Internet's wonderchild.


Additional Article Information:
===============================
583 Words; formatted to 65 Characters per Line
Distribution Date and Time: Tue Mar 28 05:08:09 EST 2006

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Copyright:      2006
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10 Killer Secrets For Making Your Customers Respond To Your Email Now!
Copyright © 2006 Dan Lok
Quick Turn Marketing International, Ltd.
http://www.WebsiteConversionExpert.com



Email has resulted in a revolution in marketing-an explosion in
messaging.

For some it is a god-send, a technology and a method that allows
people to sell products and services quickly and effectively.

For others, it's a doomsday machine, a spam filled mailbox filled
with angry mail from people who will never again be customers.

Website Conversion Expert Dan Lok says you have to learn several
special techniques before you can truly leverage and make maximum
use email -- the Internet's wonderchild.

Here are some of the Dan's most important keys to successful
email marketing campaigns:

1. Get Permission. Use web page sign up forms or post card return
cards, but get permission in a valid way. Create and offer
incentives for people to sign up online to receive value-added
information.

2. Target carefully and make it relevant. Send only relevant
email to opt-in subscribers. Develop and give people what they
wanted and what you promised. Don't send email that is outside
the scope of what was promised to people who opted in. Target and
segment your subscriber base and tailor your messages to specific
demographic characteristics.

3. Your Subject Line is Critical. Don't make it look or sound
like spam. The purpose of the subject line is NOT to sell, but
just to get people to open the email, that's it! Be careful of
the words you select. Check your email against a spam checker to
see that it doesn't contain words that will automatically result
in deletion.

4. Use your personality. Talk in the first person. Develop your
persona as a friend or as an expert. Define your persona based on
your customers' needs and desires and based on professional
behaviors.

5. Don't sell. Advise, advise, advise. Offer value-added problem
solving information, advice, tools and help. Use email to get
people to use your email as a reason to call you or visit your
web site. Offer people more of what they like to build and your
personal relationship and their satisfaction and your personal
connection with your customer.

6. Create a single, clear and benefit laden call for action.
Focus on getting people to take one action. Don't offer more than
one action. Identify the action clearly and persuasively and
track the results. Get them to click and go to a relevant landing
page to net them to take further action.

7. Create a life-cycle campaign. Design a program that results in
you sending out four to six messages over a six to eight week
period. These recurring campaigns can be created in advance and
operated in a totally automated fashion.

8. Use triggered email. Design and set up automated email
campaigns so that when clients order product or sign up for items
or request information online, that a suite of email messages are
then sent to them periodically automatically.

9. Use email to get them to Click! Keep the email short - no more
than 3 or 4 pages. Relate first paragraph to subject line. Drive
people to a web page and then close the sale, don't try to close
the sale with an email. Don't mention price or cost in email. The
purpose of the email is to PRE-SELL, not to sell. Again, it's to
get them CLICK, then go to your web page. Then you can do the
selling there.

10. Comply with CAN-SPAM Act requirements. Send from a valid
address. Respect all remove requests promptly. Never send a
second email to someone who has requested removal.




---------------------------------------------------------------------
Dan Lok is widely known as "The World's #1 Website Conversion
Expert!" But what do you care? Well, if you rush over to his
site... I think you'll come to your own conclusion that he's the
real deal when you see how much FREE (yet extremely valuable!)
profit-producing info he's giving away. Check it out now at:
http://www.WebsiteConversionExpert.com


--- END ARTICLE ---



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Using The "Let Them Feel The Pain" Promotional Model

Article Description:
====================
One of my favorite copywriting models is the "problem, agitate,
solution" model. This is where you show your prospects...


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Using The "Let Them Feel The Pain" Promotional Model
Copyright © 2006 Willie Crawford
Cash Through Content
http://CashThroughContent.com



One of my favorite copywriting models is the "problem, agitate,
solution" model. This is where you show your prospects that they
have a nagging, painful, problem. Then you describe in
excruciating detail why it really IS a problem that they
desperately want to solve. Finally, you point out to them why
your product is the perfect solution.

My friend Stephen Pierce, and several mentors, showed me that
nothing is more powerful in marketing than PROOF.  This lead me
to observe how effective it is to use the next logical step,
which is...

Prove to them that they really do have a problem by actually
stepping them through experiencing the pain.

Let me give you a few quick example so that you can see how this
is used very effectively.

Back when free-for-all (ffa) links pages were very popular, there
were companies that would provide your with a page containing
links to the submission pages of hundreds of sites. They showed
you exactly where to go to manually fill in the forms on these
sites to get a free link pointing back to your site. After every
25 or so listings, they would have a link offering access to
their automated submission software.

Many people were thrilled to find the URLs of these submission
pages all in one place, and they set about gleefully submitting
their site to the ffa pages. However, after doing this for an
hour or so, they soon realized how tedious this was. The light
bulb suddenly came on, and they realize that manually submitting
to hundreds, even thousands of sites would take DAYS. Then,
paying a few dollars to do this using an automated system seemed
very inexpensive.

The company offering the automated submission service had proven
the VALUE of their service.

The same model has been used in the article submission business.
A company will give you a page containing the actual link to the
submission pages of hundreds of article directories and ezine
publishers who accept articles. Site visitors/authors who
industriously set about manually submitting their articles to
hundreds of places soon realize that this was a very poor use of
their time. So they gleefully pay $20 or so to have their
articles automatically, or semi-automatically, submitted to
hundreds of sites.

If you look around, you'll see this model being used over and
over again. In-fact, to sell many services all you need to do is
tell them EXACTLY, step-by-step, how to do it. If your step-by-
step instructions are detailed enough, it will seem very tedious,
and many people will want to hire YOU to do it.  If you also
offer an automated way to do this, or offer to do this for them
through your company, they will use you to do it.

This is an incredibly effective method of selling your products
and services.  Take a close look at your products today. Can you
structure your sales process so that you demonstrate (prove) the
value of using YOU to do it... instead of the customer doing it
themselves. If you can, you should witness a substantial
improvement in sales when you do.  The whole key is just letting
them actually experience how painful it is for them to do it
themselves.  It's a proven model used by countless very
successful companies :-)




---------------------------------------------------------------------
Willie Crawford is an instructor and partner at Content
Propulsion Lab where you are shown how to create and then
semi-automatically distribute your articles and content
across the Internet (generating massive traffic).  Learn
how to make content distribution less painful today at:
http://CashThroughContent.com


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Article Title:
==============
5 Simple Tips To Improving Your Website's Conversion Rate

Article Description:
====================
You've worked long and hard to get traffic to your web site.
Now you've got to persuade them buy something from you. This
is called web site conversion.


Additional Article Information:
===============================
313 Words; formatted to 65 Characters per Line
Distribution Date and Time: Tue Apr  4 02:58:47 EDT 2006

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Copyright:      2006
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5 Simple Tips To Improving Your Website's Conversion Rate
Copyright © 2006 Dan Lok
Quick Turn Marketing International, Ltd.
http://www.WebsiteConversionExpert.com



You've worked long and hard to get traffic to your web site.

Now you've got to persuade them buy something from you. This is
called web site conversion.

It is defined as the number of visitors that turn into customers
of your products or services. If they don't buy something, then
all your efforts are for nothing.

Website Conversion Expert Dan Lok says that you don't need as
much traffic to your web site if the people who do visit purchase
when they are there.

Here are some of the Dan's most important keys to online
conversion success:

1. Revise and Update Your Web Copy. Use true success stories that
reveal techniques and tactics. Create the desire to know or have
the product by focusing on the benefits and ease of use. Test and
revise till you know the copy works.

2. Find Out Where Your Visitors are Coming From. Track and
analyze your web site traffic and learn the sites where your
traffic is coming from. Know which advertising or marketing
activities produce your true customers so you can focus on those
areas and make them grow.

3. Find Out What Your Visitors Are Looking For and Deliver It.
Ask your visitors to tell you their needs or wants. Identify the
patterns and most common requests. Then modify your offering to
meet these needs.

4. Develop A Relationship Before You Try to Close the Sale. Share
your knowledge and expertise. Offer free samples or reports.
Provide free recommendations. Get the prospect involved and
demonstrate you can communicate and are trustworthy.

5. Add Audio to Your Web Site. Pop their interest and surprise
them. Many people will respond more effectively to audio. Give
them audio messages that educate them and teach them some thing
that has real value.

Use these techniques to resuscitate your web site and watch your
conversion rate increase dramatically.




---------------------------------------------------------------------
Dan Lok is widely known as "The World's #1 Website Conversion
Expert!" But what do you care? Well, if you rush over to his
site... I think you'll come to your own conclusion that he's the
real deal when you see how much FREE (yet extremely valuable!)
profit-producing info he's giving away. Check it out now at:
http://www.WebsiteConversionExpert.com


--- END ARTICLE ---



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http://www.WebsiteConversionExpert.com



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Article Title:
==============
Your  Most Expensive Web Site Marketing Mistake

Article Description:
====================
"Can you give me some feedback on my brand new website?" a life
coach named "Kevin" asked his e-zine subscribers. "I just revised
my site --- finally!"


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Copyright:      2006
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Your  Most Expensive Web Site Marketing Mistake
Copyright © 2006 Cathy Goodwin, Ph.D.
Copy Cat Copywriting
http://www.copy-cat-copywriting.com/services.html



"Can you give me some feedback on my brand new website?" a life
coach named "Kevin" asked his e-zine subscribers. "I just revised
my site --- finally!"

Naturally, I couldn't resist clicking over to see what Kevin had
done. I knew Kevin was a thoughtful life coach with a reputation
for high integrity.

Kevin's new site cried out for a makeover. He had paid a designer
to get drop-down menus and a bit of flash.  As a result, Kevin
admitted, "I have no budget to pay a copywriter."

Ouch.

After skimming a few pages of the site, I emailed Kevin. "Who is
your target market? What do you offer? How are you unique?"

Kevin replied, "I don't have time to answer a lot of questions.
And everyone tells me the site looks professional."

One question Kevin needs to answer is, "Are you attracting
clients and sales - or just compliments?"

Of course your web site needs to look professional. That's why
you hire a web designer.

But some websites attract clients, subscribers and sales from
the very beginning. Others just attract compliments.

The websites attract compliments (like Kevin's)  made one
expensive mistake. They didn't call the copywriter first.


(1) Copywriters can save you money.

Often I (and other experienced copywriters) can save clients
money on web design. Kevin didn't need all those bells and
whistles. In fact, some Internet marketing gurus claim they
do more harm than good.

And Kevin didn't understand HTML, let alone CSS. A copywriter
might serve as go-between, translating Kevin's requirements
into web design language. Your web designer saves time - which
translates into saving money.


(2) Copywriters help you earn money with dynamic web site
content.

Reading between the lines, I discovered Kevin could be a stand-
out. He has developed an innovative 5-step process to help
clients overcome obstacles and take charge of their lives.

But Kevin doesn't realize why he's unique, so his website reads
like five thousand other life coaching sites: vague promises of
"take your life to the next level," "discover what's important
to you" and "enjoy the work you love."

Naturally I'm disguising the details of "Kevin's" story, but I
really don't have to. Hundreds (maybe thousands) of sites sound
just like Kevin's.


(3) A copywriting expert can jumpstart your strategy.

Like Kevin, my clients often think they can show me a few pages
of a website and say, "Make it sell!" Copywriting requires energy
and planning, whether you're a do-it-yourselfer or a firm
believer in outsourcing to a specialist.

My clients often invest many hours answering my questionnaire. As
they write, they often realize there's a hole in their business
strategy. Or they're sitting on buried treasure.

Until I know what Kevin wants to do with his website and his
business, I can't make realistic recommendations - even as a
casual ezine reader. I need to evaluate Kevin's copy in the
context of Kevin's own goals, target market and unique selling
proposition.

Kevin could do this himself. But, like most busy business owners,
he didn't want to invest the time. And he wasn't sure what
questions to ask.

When clients hire me, we have the luxury (and fun!) of creating
a marketing message that hits the target market squarely in the
center of the bull's-eye.

Bottom Line: Websites deliver messages. Without a message, a
website is a calling card - nice when you have more business than
you can handle.

Most of the time, revising copy brings traffic and sales.
Websites typically earn back the copy investment with just a few
new clients, not to mention saving energy and funds by avoiding
a makeover from the makeover.




---------------------------------------------------------------------
Cathy Goodwin, Ph.D., helps solo-preneurs, professionals
and small businesses build Internet revenues -- without
turning themselves into techies or high-powered pushy
sales people. Download her fr^e Report: 7 best-kept
secrets of client-attracting websites...
http://www.copy-cat-copywriting.com/subscribe.html
Jump-start your own website:
http://www.copy-cat-copywriting.com/services.html


--- END ARTICLE ---



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Article Title:
==============

19 Rules For Writing Killer Headlines

Article Description:
====================

Following are 19 rules you can use to write headlines that will
reach out and force the prospect to read your website and sales
letter.


Additional Article Information:
===============================

436 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-05-12 16:26:00

Written By:     Dan Lok
Copyright:      2006
Contact Email:  mailto:article@...


For more free-reprint articles by this Author, please visit:
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19 Rules For Writing Killer Headlines
Copyright © 2006 Dan Lok
Quick Turn Marketing International, Ltd.
http://www.WebsiteConversionExpert.com



Following are 19 rules you can use to write headlines that will
reach out and force the prospect to read your website and sales
letter.

1. Your headline must offer something that your target market
wants very badly.

2. Your headline must include something of self interest to the
reader.

3. If your product is new or improved, say so in the headline.

4. Do not just invoke curiosity in your headline, you must also
include something of interest to the reader.

5. Avoid negativity in your headline. Always turn the negative
into a positive statement.

6. Your headline shoudl suggest a quick and easy way to achieve
the benefit(s) stated.

7. Your headline should be believable.

8. Determine what would make you buy your product, and then try
to incorporate that idea into your headline.

9. Avoid making your headline so short that you don't get the
main point across.

10. Avoid clever headlines that makes the reader think "how
clever." Cleverness rarely gets people to read your web page or
spend money.

11. Avoid headlines that sound dead, or like they should be at
the bottom of the statue like "To Server Humanity Better..."

12. Suggest in your headline that your copy contains useful and
valuable information.

13. Use your headline to reach out and grab the reader's
attention.

14. Avoid hard to grasp headlines that require the reader to
think about what you are saying.

15. NEVER trust your own reaction to your headlines. Instead, get
the reaction of someone else.

16. If you emphasize a word in your headline, make sure that word
means something and is important.

17. Remember that large type words act as a stopper. They get
people to stop and pay attention, so choose the best words that
will get the most attention.

18. Don't let an artist or layout person decide which headline
words to emphasize. An artest thinks in terms of color contrasts
and tones, not in terms of making money!

19. Avoid writing an ad that attracts the wrong people. Make sure
your headline attracts the people that are most interested in
what you have to offer.

If you will follow these simple guidelines for writing your
headline copy, you will be more likely to have a successful
headline and a successful ad! Take some time right now and look
back over these guidelines.

Then, try to write your own headlines. When you have a few that
you think are wonderful, run them by a friend. If that friend
asks to see the rest of your copy, you know you have written a
true killer headline.




---------------------------------------------------------------------
Dan Lok is widely known as "The World's #1 Website Conversion
Expert!" But what do you care? Well, if you rush over to his
site... I think you'll come to your own conclusion that he's the
real deal when you see how much FREE (yet extremely valuable!)
profit-producing info he's giving away. Check it out now at:
http://www.WebsiteConversionExpert.com


--- END ARTICLE ---



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Article Title:
==============

Accelerate Online Sales - 3 Steps Generating New Business

Article Description:
====================

Driving prospects to a Website is only the first step in a
successful search-engine-optimization program. Unfortunately,
90 percent of businesses only focus on this first step, while
a successful online campaign actually has three critical
components:


Additional Article Information:
===============================

672 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-05-25 16:42:00

Written By:     Rosemary Brisco
Copyright:      2006
Contact Email:  mailto:rb@...

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Accelerate Online Sales - 3 Steps Generating New Business
Copyright © 2006 Rosemary Brisco
ToTheWeb, LLC
http://www.totheweb.com



Many companies believe that the process of optimizing your
Website by adding keywords to the content, title, and meta tags
is the silver bullet to generating sales leads.

By itself, it isn't.

Driving prospects to a Website is only the first step in a
successful search-engine-optimization program. Unfortunately, 90
percent of businesses only focus on this first step, while a
successful online campaign actually has three critical
components:

* Drive prospects to your Website.

* Keep them there by creating a compelling benefit-based
message.

* Generate sales leads, ensuring the site turns visitors into
customers.


To assure that your site successfully addresses all three of
these components, potentially increasing your sales leads by 25
to 50 percent in just a few months, follow the site optimization
and Web usability best practices outlined below.


Assess your audience and identify what actions lead to sales.

* Success lies in understanding your customers. Who are you
trying to attract? What content would attract each of these key
audiences? How can you encourage Website visitors to interact
with your company?

* Talk to sales. Identify the best type of lead for the sales
team. Take into account how the salespeople describe your
products and services to prospects, and the objections they
receive.

* Evaluate customer buyer cycles and potential "call-to-action"
items that could be incorporated onto the site to engage
prospects. Do you have relevant content for prospects who are in
the early research stages? Do you also have relevant content for
those who are ready to engage with your sales team?


Assess your site.

* Evaluate the content on your Website based on the needs of your
audience. Do you have content for all audiences? What type of
content will keep prospects on your Website?

* Research the competition. Review the Websites of your top
competitors and assess how well they rank in the search engines
for your top search phrases. Identify competitors that you may
not even know about by using the "similar sites" feature in
Google. Search engines can find what sites are similar based on
the site's content and the links pointing to a site.

* Assess your Website's traffic activity. Where is the traffic
coming from? How many visitors leave after viewing the home page?
How long do visitors stay on your site? What are the top search
phrases used to find you? What is the most visited content?



Identify the right keyword phrases.

* Identify the most valuable keywords for your company based on
relevance and popularity. Having your site found for unpopular
search phrases is of little value.

* Think like your prospects. Understand how they would conduct
searches for your products and services. There are several ways
to identify the right keyword phrases:


- Brainstorm with existing customers.

- Analyze Website statistical data.

- Review site search results.

- Research keywords with special tools and search engines.

- Explore competitors' Websites.

- Test with a Pay Per Click (PPC) campaign.


* Research the popularity of your search terms and the
competition for those same words. Good keyword-selection tools
are Wordtracker and Overture.



Optimize your site.

* Create keyword-rich title and meta description tags.

* Optimize each Web page for two to three keywords, using your
keyword phrases in a natural way. Dispense with marketing fluff
and jargon.

* Include keywords in internal anchor text links.

* Include an extensive site map and link to it from the
homepage.



Track performance and re-evaluate.

* Your company will spend considerable resources creating its
online lead-generation program. Tracking is the key to defining
the effectiveness of this program.

* There are multiple ways to evaluate effectiveness, including
the:

- Number of unique or new visitors

- Increase in the rankings of your site for top keyword phrases

- Opt-in email sign-ups

- Information requests by phone or email inquiries

- Visitors taking online product tours or signing up for
Webinars


Getting a prospect to click on your listing in a search engine is
only the first step in an effective lead generation program. What
happens after they arrive on your Website is just as important as
how they get there.




---------------------------------------------------------------------
Rosemary Brisco is president of ToTheWeb, LLC, which creates
customer-oriented Websites that achieve high visibility in the
search engines. Clients include venture capital firms such as
Mayfield Fund, Mohr Davidow Ventures and Selby Ventures, as well
as organizations such as Adobe, Kodak, Stanford University, and
numerous Silicon Valley startups. For more information, go to:
http://www.totheweb.com

Copyright © 2006, Rosemary Brisco


--- END ARTICLE ---



.....................................

TERMS OF REPRINT - Publication Rules
(Last Updated:  May 11, 2006)

Our TERMS OF REPRINT are fully enforcable under the terms of:

   The Digital Millennium Copyright Act
   http://thomas.loc.gov/cgi-bin/query/z?c105:H.R.2281.ENR:

.....................................

*** Digital Reprint Rights ***

* If you publish this article in a website/forum/blog,
   You Must Set All URL's or Mailto Addresses in the body
   of the article AND in the Author's Resource Box as
   Hyperlinks (clickable links).

* Links must remain in the form that we published them.
   Clean links should point to the Author's links without
   redirects having been inserted into the copy.

* You are not allowed to Change or Delete any Words or
   Links in the Article or Resource Box. Paragraph breaks
   must be retained with articles. You can change where
   the paragraph breaks fall, but you cannot eliminate all
   paragraph breaks as some have chosen to do.

* Email Distribution of this article Must be done through
   Opt-in Email Only. No Unsolicited Commercial Email.


* You Are Allowed to format the layout of the article for
   proper display of the article in your website or in your
   ezine, so long as you can maintain the author's interests
   within the article.

* You may not use sentences from this article as an input
   for any software that steals sentences from others in
   order to build an article with software. The copyright on
   this article applies to the "WHOLE" article.


*** Author Notification ***

   We ask that you notify the author of publication of his
   or her work. Rosemary Brisco can be reached at:
   rb@...


*** Print Publication Reprint Rights ***

   If you desire to publish this article in a PRINT
   publication, you must contact the author directly
   for Print Permission at:
   mailto:rb@...



.....................................

If you need help converting this text article for proper
hyperlinked placement in your webpage, please use this
free tool:  http://thephantomwriters.com/link-builder.pl



=====================================================================

ABOUT THIS ARTICLE SUBMISSION

http://thePhantomWriters.com is a paid article distribution
service. thePhantomWriters.com and Article-Distribution.com
are owned and operated by Bill Platt of Stillwater, Oklahoma USA.

The content of this article is solely the property
and opinion of its author, Rosemary Brisco
http://www.totheweb.com



---------------------------------------------------------------------
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
---------------------------------------------------------------------

Free-Reprint Article Written by: Rosemary Brisco
See Terms of Reprint Below.


*****************************************************************
*
* This email is being delivered directly to members of the group:
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*
*****************************************************************


We have moved our TERMS OF REPRINT to the end of the article.
Be certain to read our TERMS OF REPRINT and honor our TERMS
OF REPRINT when you use this article. Thank you.

This article has been distributed by:
http://Article-Distribution.com

Helpful Link:
   The Digital Millennium Copyright Act - Overview
   http://www.gseis.ucla.edu/iclp/dmca1.htm

---------------------------------------------------------------------

Article Title:
==============

Accelerate Online Sales - 3 Steps To Generating New Business

Article Description:
====================

Driving prospects to a Website is only the first step in a
successful search-engine-optimization program. Unfortunately,
90 percent of businesses only focus on this first step, while
a successful online campaign actually has three critical
components:


Additional Article Information:
===============================

672 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-05-26 10:08:00

Written By:     Rosemary Brisco
Copyright:      2006
Contact Email:  mailto:rb@...

TEXT and HTML Copy-and-Paste Versions Of Article:
http://thePhantomWriters.com/free_content/db/b/accelerate-online-sales.shtml#get\
_code

Rosemary Brisco's Picture:

For more free-reprint articles by this Author, please visit:
http://thePhantomWriters.com/free_content/d/index.shtml#Rosemary_Brisco



---------------------------------------------------------------------

Accelerate Online Sales - 3 Steps To Generating New Business
Copyright © 2006 Rosemary Brisco
ToTheWeb, LLC
http://www.totheweb.com



Many companies believe that the process of optimizing your
Website by adding keywords to the content, title, and meta tags
is the silver bullet to generating sales leads.

By itself, it isn't.

Driving prospects to a Website is only the first step in a
successful search-engine-optimization program. Unfortunately, 90
percent of businesses only focus on this first step, while a
successful online campaign actually has three critical
components:

* Drive prospects to your Website.

* Keep them there by creating a compelling benefit-based
message.

* Generate sales leads, ensuring the site turns visitors into
customers.


To assure that your site successfully addresses all three of
these components, potentially increasing your sales leads by 25
to 50 percent in just a few months, follow the site optimization
and Web usability best practices outlined below.


Assess your audience and identify what actions lead to sales.

* Success lies in understanding your customers. Who are you
trying to attract? What content would attract each of these key
audiences? How can you encourage Website visitors to interact
with your company?

* Talk to sales. Identify the best type of lead for the sales
team. Take into account how the salespeople describe your
products and services to prospects, and the objections they
receive.

* Evaluate customer buyer cycles and potential "call-to-action"
items that could be incorporated onto the site to engage
prospects. Do you have relevant content for prospects who are in
the early research stages? Do you also have relevant content for
those who are ready to engage with your sales team?


Assess your site.

* Evaluate the content on your Website based on the needs of your
audience. Do you have content for all audiences? What type of
content will keep prospects on your Website?

* Research the competition. Review the Websites of your top
competitors and assess how well they rank in the search engines
for your top search phrases. Identify competitors that you may
not even know about by using the "similar sites" feature in
Google. Search engines can find what sites are similar based on
the site's content and the links pointing to a site.

* Assess your Website's traffic activity. Where is the traffic
coming from? How many visitors leave after viewing the home page?
How long do visitors stay on your site? What are the top search
phrases used to find you? What is the most visited content?



Identify the right keyword phrases.

* Identify the most valuable keywords for your company based on
relevance and popularity. Having your site found for unpopular
search phrases is of little value.

* Think like your prospects. Understand how they would conduct
searches for your products and services. There are several ways
to identify the right keyword phrases:


- Brainstorm with existing customers.

- Analyze Website statistical data.

- Review site search results.

- Research keywords with special tools and search engines.

- Explore competitors' Websites.

- Test with a Pay Per Click (PPC) campaign.


* Research the popularity of your search terms and the
competition for those same words. Good keyword-selection tools
are Wordtracker and Overture.



Optimize your site.

* Create keyword-rich title and meta description tags.

* Optimize each Web page for two to three keywords, using your
keyword phrases in a natural way. Dispense with marketing fluff
and jargon.

* Include keywords in internal anchor text links.

* Include an extensive site map and link to it from the
homepage.



Track performance and re-evaluate.

* Your company will spend considerable resources creating its
online lead-generation program. Tracking is the key to defining
the effectiveness of this program.

* There are multiple ways to evaluate effectiveness, including
the:

- Number of unique or new visitors

- Increase in the rankings of your site for top keyword phrases

- Opt-in email sign-ups

- Information requests by phone or email inquiries

- Visitors taking online product tours or signing up for
Webinars


Getting a prospect to click on your listing in a search engine is
only the first step in an effective lead generation program. What
happens after they arrive on your Website is just as important as
how they get there.




---------------------------------------------------------------------
Rosemary Brisco is president of ToTheWeb, LLC, which creates
customer-oriented Websites that achieve high visibility in the
search engines. Clients include venture capital firms such as
Mayfield Fund, Mohr Davidow Ventures and Selby Ventures, as well
as organizations such as Adobe, Kodak, Stanford University, and
numerous Silicon Valley startups. For more information, go to:
http://www.totheweb.com

Copyright © 2006, Rosemary Brisco


--- END ARTICLE ---



.....................................

TERMS OF REPRINT - Publication Rules
(Last Updated:  May 11, 2006)

Our TERMS OF REPRINT are fully enforcable under the terms of:

   The Digital Millennium Copyright Act
   http://thomas.loc.gov/cgi-bin/query/z?c105:H.R.2281.ENR:

.....................................

*** Digital Reprint Rights ***

* If you publish this article in a website/forum/blog,
   You Must Set All URL's or Mailto Addresses in the body
   of the article AND in the Author's Resource Box as
   Hyperlinks (clickable links).

* Links must remain in the form that we published them.
   Clean links should point to the Author's links without
   redirects having been inserted into the copy.

* You are not allowed to Change or Delete any Words or
   Links in the Article or Resource Box. Paragraph breaks
   must be retained with articles. You can change where
   the paragraph breaks fall, but you cannot eliminate all
   paragraph breaks as some have chosen to do.

* Email Distribution of this article Must be done through
   Opt-in Email Only. No Unsolicited Commercial Email.


* You Are Allowed to format the layout of the article for
   proper display of the article in your website or in your
   ezine, so long as you can maintain the author's interests
   within the article.

* You may not use sentences from this article as an input
   for any software that steals sentences from others in
   order to build an article with software. The copyright on
   this article applies to the "WHOLE" article.


*** Author Notification ***

   We ask that you notify the author of publication of his
   or her work. Rosemary Brisco can be reached at:
   rb@...


*** Print Publication Reprint Rights ***

   If you desire to publish this article in a PRINT
   publication, you must contact the author directly
   for Print Permission at:
   mailto:rb@...



.....................................

If you need help converting this text article for proper
hyperlinked placement in your webpage, please use this
free tool:  http://thephantomwriters.com/link-builder.pl



=====================================================================

ABOUT THIS ARTICLE SUBMISSION

http://thePhantomWriters.com is a paid article distribution
service. thePhantomWriters.com and Article-Distribution.com
are owned and operated by Bill Platt of Stillwater, Oklahoma USA.

The content of this article is solely the property
and opinion of its author, Rosemary Brisco
http://www.totheweb.com



---------------------------------------------------------------------
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
---------------------------------------------------------------------

Free-Reprint Article Written by: John Colanzi
See Terms of Reprint Below.


*****************************************************************
*
* This email is being delivered directly to members of the group:
*
*    copywriting_help@yahoogroups.com
*
*****************************************************************


We have moved our TERMS OF REPRINT to the end of the article.
Be certain to read our TERMS OF REPRINT and honor our TERMS
OF REPRINT when you use this article. Thank you.

This article has been distributed by:
http://Article-Distribution.com

Helpful Link:
   The Digital Millennium Copyright Act - Overview
   http://www.gseis.ucla.edu/iclp/dmca1.htm

---------------------------------------------------------------------

Article Title:
==============

5 Keys To Article Writing

Article Description:
====================

Writing and submitting articles can take you from a relative
unknown marketer to an expert in your field literally overnight.


Additional Article Information:
===============================

435 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-06-01 12:29:00

Written By:     John Colanzi
Copyright:      2006
Contact Email:  mailto:darkduelist@...

TEXT and HTML Copy-and-Paste Versions Of Article:
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---------------------------------------------------------------------

5 Keys To Article Writing
Copyright © 2006 John Colanzi
biz_url




Writing and submitting articles can take you from a relative
unknown marketer to an expert in your field literally overnight.

A quality article is the ultimate viral marketing and branding
tool in your promotional arsenal.

If that's true, why don't more marketers write and submit
articles?

They don't know where to start.

There's a simple 5 step formula for writing a powerful article
and with a little practice you can make it second nature.


Step #1 Your Title

Why is the title so important?

Your title is your introduction. A powerful title will attract
the attention of publishers and their readers.

The average publisher gets a lot of submissions and unless he
already knows your name and the quality of your writing, he's
likely to ignore your submission in favor of one whose title gets
his attention.


Step #2 The Opening

Your title got you in the door. Your first paragraph must keep
them reading.

Readers have a short attention span and if you're first few
lines don't compel them to keep reading, you're dead in the
water.

Grab their attention with strong title and keep it with a
powerful opening.


Step#3 The Body Of Your Article

The body of your article is where you deliver on the promises you
made with your title and opening.

This is where you offer your reader practical solutions for
solving their problems.

As an article writer, you're in the problem solving business.
Become an expert problem solver and you'll always b in demand.


Step #4 Your Close

Your closing lines of your article are where you reinforce the
ideas you've covered in your article. Don't leave your reader
hanging.

Close your article with a definitive statement.


Step#5 Your Resource Box or Bio.

Your resource box is a little min-ad. If you've done your job
and written a quality, helpful article, a good percentage of
readers will click the link in your resource box.

Keep your resource box to 4 or 5 lines. If you make your resource
box too long, many publishers will pass on your article.

So what should you put in the resource box. Many marketers use it
to promote a program or product.

I prefer to offer a complimentary informational product to compel
readers to sign up for my list.

Both types of resource boxes have their advantages. Test them
both ways and see what works best for you.

Now that you know the secret to writing articles that will get
published and read. It's time for you to get out of your comfort
zone and take the net by storm.


Wishing You Success,

John Colanzi




---------------------------------------------------------------------
Copyright (c) John Colanzi
John has been writing on the Internet for 8 years
and has a special gift for you. Grab your complementary
of the 24-page book which took the Internet by storm.
Visit: http://www.johncolanzi.com


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Article Title:
==============

Press Release Writing Tips

Article Description:
====================

A press release is an announcement of a newsworthy item that is
issued to journalists and other media representatives. And it is
a document that is generally formatted in a basic manner across
the publishing industry for quick, efficient handing across the
board of your news by media professionals. With regards to the
basics of press release writing, here are seven basic elements
that every press release should contain:


Additional Article Information:
===============================

294 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-06-09 10:48:00

Written By:     Diana Barnum
Copyright:      2006
Contact Email:  mailto:diana@...

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Press Release Writing Tips
Copyright © 2006 Diana Barnum
Moving Ahead Communications
http://movingaheadcommunications.com



A press release is an announcement of a newsworthy item that is
issued to journalists and other media representatives. And it is
a document that is generally formatted in a basic manner across
the publishing industry for quick, efficient handing across the
board of your news by media professionals.

With regards to the basics of press release writing, here are
seven basic elements that every press release should contain:

  * FOR IMMEDIATE RELEASE: These words should appear in the upper
left-hand margin and you should capitalize every letter.

  * Contact Information: Insert this after the release statement
above and list the contact information of the company
spokesperson.

  * Headline: This should be written after the contact
information.

  * Dateline: List the city of origin for your press release.

  * Lead Paragraph: The first paragraph needs to grab the
reader's attention and should contain the relevant information
to your message such as the five W's (who, what, when, where,
why).

  * Text: Next comes the main body of your press release where
your message should develop fully.

  * Last Paragraph: Make sure to alert the reading audience where
to turn for more information; i.e. a postal address, phone number
and website link. Plus offer something free for them; a report,
newsletter or other gift.

To learn what's hot and what's not in your particular industry,
check out PRWeb(r) at PRWeb.com for current press releases. No
need to re-invent the wheel. See what's working there and treat
the information as a general guideline for your own news format
and presentation.


You can also head to Content Propulsion Lab. It's the place for
"Do It Yourself" companies who would love the benefits of a
high-end Public Relations firm but lack the budgets, online at
http://www.ContentLabInfo.com , a Division of Content Desk,
available at http://www.ContentDeskInfo.com .




---------------------------------------------------------------------
By Diana Barnum, president of Moving Ahead Communications.
Get tons of freebies, tips and help at http://OhioHelpGroup.com
or call: (614) 529-9459. Freebies section at http://presssuccess.com/bookstore


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Article Title:
==============

The Layers of Your Brand and How Your Brand Helps Your Business

Article Description:
====================

Branding is a hot topic in marketing these days, but it's
defined
in different ways and looked at from different angles. There are

many components that make up a brand, and we call each component

a Brand Layer. Here are our definitions of some of the most
important Brand Layers:


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Distribution Date and Time: 2006-06-15 12:00:00

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The Layers of Your Brand and How Your Brand Helps Your Business
Copyright © 2006 elf design, All Rights Reserved
Written by: Erin Ferree
Elf Design
http://www.elf-design.com/



Branding is a hot topic in marketing these days, but it's
defined in different ways and looked at from different angles.
There are many components that make up a brand, and we call each
component a Brand Layer.

Here are our definitions of some of the most important Brand
Layers:

Brand Foundation

The base from which all brand elements will be created and
measured against for accuracy. This layer consists of the
following elements:

1. Brand Vision is your company's plan for itself-how your
company wants to appear to the world, and how your company wants
to grow and change in coming years.

2. Brand Mission is what your company wants to create in the
world, through its products or services.

3. Brand Values are those ideas that your company brand stands
for and that you believe in-and also what you don't want to and
won't do. These values help your potential clients to decide
whether you can help them, and they also help you decide who you
will help and what you can't offer or deliver. Brand Values are
largely an internal measure against which you can process
incoming jobs, but they will also be communicated through all of
your marketing materials.


Brand Basics

These components of your brand form your business's "face" to
the public. Brand Basics shape and direct your customers' views
of your business. Telling your customers how you want to be
perceived is an essential piece of a Brand Strategy for any small
business, and the easiest way for you to do this as a small
business owner is through your:

1. Brand Identity, the suite of visual elements that are used
consistently in your marketing, including:

  * Brand Names of your company and product or service lines

  * Logo

  * Visual Vocabulary

  * Collateral system/stationery set (business card, letterhead,
envelope, and so on)

  * Marketing materials (brochure, postcard, flyer, and so on)

  * Website

2. Brand Content, the way you write and talk about your brand,
including your:

  * Marketing Copy

  * Tagline

  * 30-second Pitch or Elevator Speech

3. Brand Marketing that integrates both visuals and text about
your brand, and that gets your message out to your audience. This
is made up of your:

  * Advertising

  * Trade shows

  * Public Relations

  * All other outreach/marketing programs

4. Brand Offerings, the products or services that you present,
along with the quality, warranties, and value that you include
with your products and services.

5. Brand Experience, the process of working with you as seen from
the clients' perspective. But in order to create a positive
experience, you have to have a strong foundation of systems,
procedures, and processes built in to your business-this is a
basic level of professionalism that's expected of every
business. Things that factor in here include:

  * Returning calls

  * Availability

  * Turnaround time

  * Professional interaction and communication

  * Process

These Brand Basics can also help to shape your Brand Personality,
which is the persona that your business projects to the world.
This is defined through the way that your brand expresses
itself-the characteristics that give your business a life of its
own, outside of your own personality.


Competitor Comparison

These components of your brand speak about your business's
relation to the competition:

1. Brand Positioning is basically how your brand compares with
that of the competition. There are probably many businesses that
provide the services or products that you provide: Brand
Positioning determines where your business falls in the continuum
of businesses in your field.

2. Brand Differentiation is another, more specific piece of your
Brand Positioning. Your Differentiators are those things that
make your business stand out from your competition-the things
that you do or offer that are unlike anything your competition
offers.

You can control these Competitor Comparison factors through
careful market research, market monitoring, and your definition
of both your Brand Positioning and Brand Differentiation.


Internal Measures

These components of your brand are defined largely through your
business's actions:

1. Brand Environment is the atmosphere at and within your
company.

2. Brand Promise is the underlying guarantee or benefits that you
offer as part of all of your services. These promises can be of
quality, service, greatness, affordability, or speed of delivery;
regardless, every business presents a Brand Promise to the
public, promising what the experience of doing business with them
will be like or what benefits the consumer/client will get from
doing business with that company. While your Brand Promise is
often initially shaped by promises made in your external
communications, it must be fully realized through the internal
execution of your services.

3. Brand Values, which are an important part of your Brand
Foundation, are also helpful in deciding


External Measures

These components of your brand are defined by the public's
perception:

1. Brand Awareness is the level of public awareness of your
brand-who knows who you are and what you do. This is influenced
by the strength and effective distribution of your Brand Basics,
as well as by word-of-mouth.

2. Brand Gap is the difference between your Brand Positioning and
Differentiation and how your consumers and clients actually view
these things.


So, What Is A Brand?

Your brand is really the combination of all of the above Brand
Layers. A brand is both your presentation and public's
perception of your business. It's the way that people think
about your business, and it is shaped through all of the layers
described above.

Once you've established your brand and started putting your
Brand Basics before the public eye, there are some other branding
issues you should consider:

1. Brand Alignment is the biggest challenge in building a brand
comes from creating alignment across all of the Brand Layers
described above, and in creating that same alignment between your
audience and your message: making sure that the message that
you're presenting is the same message that your customers and
contacts are walking away with.

2. Brand Management is the process of managing all of the Brand
Layers and achieving or maintaining Brand Alignment. It is a
constant process; you should check up on your Brand Layers and
Brand Alignment from time to time.

When all of the Brand Layers are working together, you'll have a
strong Brand that will help your business to grow and prosper.




---------------------------------------------------------------------
Erin Ferree, Founder and Lead Designer of elf design, is a
brand identity and marketing design strategist who creates big
visibility for small businesses. Erin helps her clients discover

their brand differentiators, then designs logos, business cards,

and other collateral materials and websites to reflect that
differentiation, as well as to increase credibility and
memorability. To learn more about defining your difference, check

out our eBook, Stand Out, at http://www.stand-out-branding.com .

For more information about elf design, please visit: Logo design

at http://www.elf-design.com


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Article Title:
==============

How To Make Your Advertising Believable (Step By Step)

Article Description:
====================

Are you frustrated by the fact so many of your competitors are
making such outlandish claims it's hard to make your product
stand out from the rest.


Additional Article Information:
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317 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-06-21 12:00:00

Written By:     Scott Bywater
Copyright:      2006
Contact Email:  mailto:sbywater@...



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How To Make Your Advertising Believable (Step By Step)
Copyright © 2006 Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au



Are you frustrated by the fact so many of your competitors are
making such outlandish claims it's hard to make your product
stand out from the rest.

Have you ever heard claims like:

...Best Lawnmower in the country

...Absolute Lowest Prices In Existence

...Leaves your hair cleaner than any other shampoo

Of course you have. But do you believe them.

Or is there a certain degree of doubt in your mind about their
credibility? Or whether they are 'hyped up'?

Think about it. Everybody expects advertisers to exaggerate their
claims. To present them in their best light. Which is the exact
reason why general statememts are not as effective as...

SPECIFIC STATEMENTS

So...

Rather than saying "Our prices have been reduced"... instead
say... "Our prices have been reduced by 22% to prepare for our
end of year stocktake"

Rather than saying "More than 20 varieties of Reebok shoes in
stock"... instead say... "More than 23 varieties of Reebok
shoes in stock"

Rather than saying "Our staff are very experienced carpet
cleaners"... instead say... "Our team of 12 staff have a
combined experience of cleaning carpets for 63 years"

Rather than saying "Used all over the world"... instead say...
"Used in over 46 countries"

Or rather than a cleaner saying "We clean your house
thoroughly" why not list every single thing you do

One more thing. When you give people a specific number, they tend
to believe it must be true. So don't use numbers which are a
multiple of 5 or 10. Instead say 4 or 9. It makes it more
believable.

Even KFC realises this.

No. They don't have 10 herbs and spices on their special
chicken. They have 11. That's a heck of a lot more believable
than 10... or heaps, isn't it?

So take a moment now and think about how you can apply what
you've learnt and be more specific in your advertising.





---------------------------------------------------------------------
Scott Bywater is well known for getting results as a
professional direct mail copywriter. And also the author of
Cash-Flow Advertising. To get access to his highly prized
complimentary copy of '7 Ways To Boost Your Turnover... No
Matter What The Economy' (valued at $29.95) and a free
subscription to his "Copywriting Selling Secrets" newsletter
where you'll discover the truth about why most ads and sales
letters don't work (And how to make yours different) scamper
over to his web site at http://www.copywritingthatsells.com.au


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Boost Your Advertising Results By Making Friends...

Article Description:
====================

As I first read in the book "How To Win Friends And Influence
People" by Dale Carnegie, one of the keys to making friends is
to really listen to others. To understand them. And to put
yourself in their shoes. So if you're selling to someone with
the printed word, do you think you'll have more chance of making
the sale if you became their friend?


Additional Article Information:
===============================

516 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-06-27 10:12:00

Written By:     Scott Bywater
Copyright:      2006
Contact Email:  mailto:sbywater@...



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Boost Your Advertising Results By Making Friends...
Copyright © 2006 Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au



Last Sunday I was with my wife and her family at a café. And
while we were sitting there, I noticed a sign which said:

"Uni Exams Are Over. Hooray!"

Now what does that sign actually achieve? Well, obviously it
resonates with the target market in the area - many of whom are
uni students.

It also talks in their language, and makes an attempt to actually
understand them.

As I first read in the book "How To Win Friends And Influence
People" by Dale Carnegie, one of the keys to making friends is
to really listen to others. To understand them. And to put
yourself in their shoes.

So if you're selling to someone with the printed word, do you
think you'll have more chance of making the sale if you became
their friend?

Of course you would.

And yet, the magic question is: How do you do it?

Let's run through a few scenarios.

Let's say you're writing about something your prospective
client may be frustrated with. For example, a sales letter for
somebody with back pain.

       Start out with:

Are you frustrated by (problem)?

Then aggravate the problem, and ensure the reader becomes aware
of the pain and frustration the problem causes them.

Follow this up with 5 magic words:

"I Understand How You Feel"

Think about it. If you tell somebody your problem, wouldn't you
appreciate it if they empathized with you?

Ok, onto the next method of making your prospective customer your
friend...

How's this for an opening? It's from a 'control' (otherwise
known as a best selling sales letter) from the Conde Nest
Traveler Magazine:

We know you...

... You find a few extra dollars in your pocket - a crack in your
impossibly busy schedule - and what do you do?

Take off, that's what! For a Greek Island, a Carribbean beach, a
Colorado Ski Slope... (and it goes onto list all of the other
places)

The letter follows up with...

In many ways we are you...

Not satisfied only with (a list of things)

Endlessly curious about (a list of things)

Wanting to know (a list of things)

The reason I haven't listed everything in the list is because I
want you to understand the psychology. It starts with 'We know
you'. And then follows up with 'In many ways, we are you.'
What's more, it makes an effort to show the reader what they
both have in common.

Talk to anybody who's ever done a good sales course and ask them
what one of the best things is to do in order to build rapport?

And sooner or later, they'll mention you need to find a common
ground.

Now doesn't the letter above do this perfectly? It basically
says, 'heck, I am just like you.'

So think about how you can go about winning friends within your
sales letter. Because, one of the things I learnt from the
legendary sales trainer, Brian Tracy, when I was selling seminars
many years ago, is that trust (not closing) is the number one
most important aspect of making a sale.





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Secrets Behind Advertising Headlines That Sell (Step By Step)

Article Description:
====================

Not 1 in 10 business owners understand the power of a headline.
If you doubt me, just Flick through your local paper and notice
how many company names you see at the top of ads. Or weak
headings which don't grab your attention.


Additional Article Information:
===============================

323 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-07-11 10:00:00

Written By:     Scott Bywater
Copyright:      2006
Contact Email:  mailto:sbywater@...



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Secrets Behind Advertising Headlines That Sell (Step By Step)
Copyright © 2006 Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au



Not 1 in 10 business owners understand the power of a headline.
If you doubt me, just Flick through your local paper and notice
how many company names you see at the top of ads. Or weak
headings which don't grab your attention.

And yet, most people don't spend anywhere near enough time
creating one.

And when you consider the fact many copywriting experts recommend
you invest at least 80% of your time on the headline... you'll
understand exactly why it's so important.

Because if the headline doesn't grab the attention of your
reader... then you can be guaranteed - nothing else will.

So how many headlines should you write?

I always recommend generating at least 30-50 headlines to grab
your customer's attention. Then choose the best of the bunch.

And how do you get ideas for headlines? The method I use is to
base your headlines on proven and tested formulas.

You'll find a bundle of these formulas in

  * How To Write a Good Advertisement by Victor O. Schwab
(available from Amazon.com)

  * Tested Advertising Methods by John Caples (available from
Amazon.com)

  * Or my own 180+ page home study course: Cash-Flow   Advertising
(email me for details)

But here's a few examples to get you started:

WARNING:

Announcing...

Who else wants...

How to...

7 good reasons why...

Let's make this practical with an example of how a mechanic
could apply this to his business:

WARNING: Don't call any other mechanic until you read this

Announcing: The mechanic that guarantees he'll fix your car on
time... or your money back

Who else wants a mechanic that specializes in fixing BMW's
(perhaps this could be used in a BMW Magazine!)

How to instantly make your car as safe as possible

7 good reasons why you should call Scott's Mechanic's right
now...

Remember, come up with 30-50 of your own... circle the 5 you like
the best and then nut it all down to your one ultimate headline.




---------------------------------------------------------------------
Scott Bywater is well known for getting results as a
professional direct mail copywriter. And also the author of
Cash-Flow Advertising. To get access to his highly prized
complimentary copy of '7 Ways To Boost Your Turnover... No
Matter What The Economy' (valued at $29.95) and a free
subscription to his "Copywriting Selling Secrets" newsletter
where you'll discover the truth about why most ads and sales
letters don't work (And how to make yours different) scamper
over to his web site at http://www.copywritingthatsells.com.au


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Who Else Wants to Know How-To Write an Effective Advertisement?

Article Description:
====================

Webmasters struggle everyday with the question of how they should

advertise their website. There are so many advertising venues; it

is hard to know which is the right venue or the right combination

of advertising venues.


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Distribution Date and Time: 2006-06-15 10:48:00

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Who Else Wants to Know How-To Write an Effective Advertisement?
Copyright © 2006 Bill Platt
the Phantom Writers
http://thePhantomWriters.com



Webmasters struggle everyday with the question of how they should
advertise their website. There are so many advertising venues; it
is hard to know which is the right venue or the right combination
of advertising venues.

The answer to this question is actually simple. The right venues
are the ones that allow you to earn enough sales from the
placement of your advertisement to make a profit. Your
advertisement should earn more money for you than it cost for you
to buy the advertisement.


Choose Your Words Carefully

"If it takes a lot of words to say what you have in mind - give
it more thought." --- Dennis Roth

With advertising of any type, you must learn to choose your words
carefully.

Most online advertising is in the form of a classified ad. With a
newspaper, you can choose any size of advertisement to
communicate your message to readers. The newspaper charges you
based on the number of words in your classified ad.

Online, you don't get the option of buying additional words.
Instead, you buy an ad, and the publisher tells you how many
words or characters you are allowed to use in your advertisement.

Here is how the different search advertising options break down:

ExactSeek.com through the ISEDN.org network:
Headline Length: 30 characters
Description: 100 characters

Google Adwords through Google.com:
Headline Length: 25 characters
Description first line: 35 characters
Description second line: 35 characters

Overture.com through the Yahoo network:
Headline Length: 40 characters
Description: 190 characters


As you can see from these numbers, you generally do not have that
much space to tell your story so you need to select words that
best tell your story, using as few words as possible.

Most products or services cannot be sold in just a few words so
your goal should be to get people to your website and let your
website do the selling.

On your website, you can tell your story in the way it needs to
be told. Your website can also answer all of the questions that
the reader might have about your products or services.


Choosing The Right Formula For Your Advertising

In your own mind, you might think that people need to know all of
your credentials. But, advertising should not be viewed as a
"brag fest". People do not care what you have done; they only
care about what you can do for them.

So tell them how you can help them and give them a reason to
visit your website for more information.

If you understand why your customers buy your products and
services, then you can answer their questions and help them solve
any problem they might have.

If you can solve their problems, they will buy what you are
selling.


Pre-Qualify Your Visitors

If you are engaged in PPC (Pay-Per-Click) advertising, you
definitely need to pre-qualify your visitors in your advertising.
Why pay for people to visit your website if they are not likely
to buy what you are selling?

If you are engaged in selling wholesale products to retailers,
why would you want to pay for visitors people whose sole
intention is to buy one of what you are selling at retail prices?
You wouldn't, would you?

Provide enough detail in your advertisement to help people make
an informed judgement as to whether you can actually help them
accomplish what they want to accomplish.

Give your prospect enough information to skip your advertisement,
if he or she will not benefit from your offer.

Even if you are using other types of advertising like pay-for-
inclusion, you will still want to pre-qualify your visitors,
because if you don't, it will skew your website conversion
numbers. Too many unqualified visitors to your website might give
you the erroneous idea that your sales copy is not performing as
well as it should.


Use Power Words In Your Advertising

"Let thy speech be short, comprehending much in a few words." ---
Aprocrypha

Copywriters are always talking about "power words" or "power
phrases". These are word combinations that influence the reader
to take an action.

One example of using power words in your copy is to substitute
the word "children" for the word "kids". Parents are more
influenced by the reference to children than they are by the
reference to kids.

"Guaranteed" is another power word. It gives your reader an added
incentive to buy what you are selling. Prospects take comfort in
the idea that if they discover later that they have made a bad
decision, they can always get their money back.

"Proven" is another power word. It tells your reader that you can
back up what you are saying with "proof". Your prospect can see
"scientific" or empirical "evidence" that you are telling the
"truth". These are more power words for the person who is paying
attention.

Power words attract attention, spur reader curiosity and  compel
readers to take the action that you want them to take.


Pay More Attention To Your Headline

The 25 to 40 characters that are available to you for your
headline are the most important part of your advertisement, hands
down.

On most websites, the headline is in bold print. The truth is
your prospect will not see your description at all, if their
attention is not captured first by your headline.

"Speak properly, and in as few words as you can, but always
plainly; for the end of speech is not ostentation, but to be
understood." --- William Penn


Test and Track Your Results

If you do not take the time or effort to track your advertising,
you will never know what is, or is not, working for you.

Set up different landing pages for your ads to determine which
ads are producing results and which ads are failing to deliver on
their promise.

This one step will save you more money than you can imagine. It
will allow you to dump the dogs and build upon your successes.


Shades Of Gray

Ad tracking will enable you to pinpoint the effect of the
slightest changes in wording and presentation.

Changing one word in your headline or description could make the
difference between selling one unit and selling 500 units, but
without a tracking system that might never be apparent.

Let's compare two headlines:

* Read Our Wealth Tips,

* Read Our Wealth Secrets.

Which of these two headlines is more compelling to you?

Do you see how much of a difference one word can make in your
copy?

Play around with your copy to find text that is more likely to
compel your reader to visit your website.

The words you use in your copy can make all of the difference in
the world.


Stand Above Your Competition

The PPC advertising companies are going to hate me for telling
you this, but you don't need top placement in their search
advertising results, if your ad is written better than the ads of
your competitors.

The company with the most compelling headline is going to draw
the attention of the reader. It's not uncommon for the
advertisement in position five or six to get the click because of
a compelling headline and an attention grabbing description.

Fortunately for you, most of your competitors probably do not
understand how to write an effective advertisement. This will
allow you to quickly jump to the head of the class without
spending more money for those higher spots in the PPC bidding
process.


Start Small and Take Care With Your Advertising Budget

When you are testing new advertising copy, you should start
small. You don't want to spend $1 a click in a pay-per-click
advertising venue, using an advertisement that hasn't been tested
or proven successful. To do otherwise is a waste of valuable
resources.

Google Adwords ( http://adwords.google.com ) and Yahoo's Overture
( http://www.overture.com ) systems both require you to start
your bidding at five cents a click.

At http://www.7search.com , you can buy advertising for as little
as one cent per click.

At http://www.ExactSeek.com, the founding member of the ISEDN
(http://www.ISEDN.org), you can build an ad around a specific
keyword phrase for as little as $12 per quarter or $36 per year.
Your ad is then displayed through more than 200 ISEDN member
websites.


After You Have Mastered The Art Of Advertising...

After you have mastered the art and science of advertising, you
will learn the most important lesson of all.

All venues can produce exceptional results, if you have written a
compelling and effective advertisement.

When you write effective advertising copy, you will be able to
convert anyone's traffic into sales.





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Why Marketing Success Often Has Nothing To Do With The Advertising Copy...
Copyright © 2006 Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au



If you own a shop in the middle of the desert, and nobody walks
past... obviously you're not going to attract many customers.

If you own a vegetarian café in the middle of a meat-eating
suburb... you could get very skinny... very fast.

And if you run ads where either:

a) The wrong people see them

    Or

b) Not enough people see them

Your phones aren't going to ring... and nobody is going to come
into your store...

  * No matter how good your copy is.
  * No matter how good your headline is.
  * No matter how good your offer is.

And I see people make this mistake all the time. For instance,
about a year ago I was chatting with a guy I know who sells
computer gear to businesses... and he was thinking about placing
an ad in the Sydney Morning Herald.

What's wrong with this? My guess is 90% of the people reading
the Sydney Morning Herald are NOT business owners... and
therefore 90% of his advertising dollar is wasted.

What's the alternative? Place ads in business publications where
you are reaching 100% of your target market.

Or alternatively, rent a list, and direct mail the decision
makers within the specific companies you want to approach.

You may pay more to reach each individual: however every single
person you communicate with is a potential client. It makes a lot
more sense... doesn't it?

And here's a tip for those businesses who sell products to the
general public (like property, clothes, entertainment, home
improvement, food or anything else).

If you want your ad to be seen then place it:

a) On the right hand side of the newspaper. Research has proven
that right hand side pages get a better result than left hand
side pages.

b) In the early general news... as far forward as you can. I
always go for page 3, 5 or 7. And pay the loading (usually 30 -
50%) because my experience shows it's well worth it!

But don't take my word on it. Implement these strategies,
measure the results and see what results you achieve in your
business.





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How To Crush Your Competition By Making Your Ads Irresistible

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Next time you're flicking through your local newspaper, take a
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compelling reason to pick up the phone and get in touch with them
now. You'll need to look closely because...


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How To Crush Your Competition By Making Your Ads Irresistible
Copyright © 2006 Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au



Next time you're flicking through your local newspaper, take a
good hard look at the ads. And notice how many of them give you a
compelling reason to pick up the phone and get in touch with them
now. You'll need to look closely because...

FINDING AN AD WITH A POWERFUL, KNOCK-EM DEAD OFFER IS LIKE
LOOKING FOR A NEEDLE IN A HAYSTACK

But why is a powerful offer so important?

Listen: People will only give your ad a few seconds. If you're
lucky enough to catch them with a strong headline... then
they'll read your ad... but if they get to the end of it and
there's not a dynamite offer to knock their socks off, they'll
turn over to the next page... and your opportunity is gone...
FOREVER.

You need to apply offers differently based on the type of
business you operate...

1. A service business with a high value product (solicitor,
accountant, real estate agent, consultant, copywriter) could
offer a FREE REPORT of some sort. Here's some examples:

Free Report Reveals How To Make Your Assets As Secure As Fort
Knox And Deter Any Scumbag From Taking Everything You've Got
(solicitor)

Free Report Reveals How To Sell Your Home Faster And For A Higher
Price (real estate agent - for generating listings)

Free Report Reveals How To Write Ads And Sales Letters That
Practically Make People Line Up And Beg You To Take Their Money
(copywriter)

Get the idea?

2. A business which has products customers keep buying over and
over again (e.g. ice cream shop, grocer, restaurant, hairdresser
etc) would approach things a little differently. Here's some
examples:

Anyone who says there's no such thing as a Free Lunch hasn't
read this letter

Free Ice Cream... simply present this offer in our store before
(date) to collect yours

Free Haircut to introduce you to our new salon

Now you may well wonder... How can I make any money by giving
everything away for FREE?

And my answer to you is, in the majority of businesses, you'll
make it on subsequent sales. For instance...

1. How many haircuts do people have a year? Plenty, right? And
how much does it cost to give away a haircut (pretty much
nothing, if you're not already flat out. True?)

2. How many reports can you afford to give away (at an average
cost of a few bucks if you're earning an average commission per
sale of $4,000 per property?

Are you starting to see the power in this? It certainly beats
running ‘me too' ads in your local newspaper which are unlikely
to get an inquiry, doesn't it?

What could you give away for free?




---------------------------------------------------------------------
Scott Bywater is well known for getting results as a
professional direct mail copywriter. And also the author of
Cash-Flow Advertising. To get access to his highly prized
complimentary copy of '7 Ways To Boost Your Turnover... No
Matter What The Economy' (valued at $29.95) and a free
subscription to his "Copywriting Selling Secrets" newsletter
where you'll discover the truth about why most ads and sales
letters don't work (And how to make yours different) scamper
over to his web site at http://www.copywritingthatsells.com.au


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How Your Writing Can Have Impact For 2700 Years

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How many times have you picked up a book or an article, and just
couldn't get into it? You got through a sentence or two, and
then...  you suddenly found yourself scrubbing the toilet, or
eating a sandwich (but not at the same time, please), instead of
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How Your Writing Can Have Impact For 2700 Years
Copyright © 2006 Mark Silver
Heart Of Business
http://www.heartofbusiness.com/



As taught to you by Homer. Not Homer Simpson, but Homer of that
2700 year-old ancient Greek epic The Illiad. You may turn up your
nose at ancient texts, but a lot more people have read Homer than
have read you.

And if you are trying to use your writing, on websites, in
articles, or in advertising, to build your business, well...
you'll want to listen to old Homer (in this case translated by
Samuel Butler):

"Sing, O goddess, the anger of Achilles son of Peleus, that
brought countless ills upon the Achaeans. Many a brave soul did
it send hurrying down to Hades, and many a hero did it yield a
prey to dogs and vultures, for so were the counsels of Jove
fulfilled from the day on which the son of Atreus, king of men,
and great Achilles, first fell out with one another."

"And which of the gods was it that set them on to quarrel?..."

You might be as surprised as I was to see how engaging this
classic is, right from the very first paragraph.


Why Is It Still So Engaging 2700 Years Later?

How many times have you picked up a book or an article, and just
couldn't get into it? You got through a sentence or two, and
then...  you suddenly found yourself scrubbing the toilet, or
eating a sandwich (but not at the same time, please), instead of
reading.

The reading didn't hold you. Why not?

It has to do with some very simple truths about human intimacy
and connection. Ignore them, and your writing may also be sent
'hurrying down to Hades' or left as 'prey to dogs and
vultures.'


Everyone Needs Connection And Belonging.

'Belonging' is a simple need, that, if unfulfilled through your
writing, will leave you without readers. How did Homer help you
feel like you wanted to belong in his writing?


Bored Belonging = (Details + Familiarity)

The last time you felt like you belonged somewhere, I'm betting
that many things felt familiar. And what felt familiar? The
details. At a friend's house the couch is always in the same
place, and you know where the bathroom is.

The problem is when too many details become too familiar- they
become a little boring. You tend not to see them anymore, and,
when someone brings them up to you- you don't care.


Connected Belonging = (Details + Familiarity) / Curiosity

Connection happens when you engage with something larger than
yourself; the Great Unknown, the natural curiosity in your heart
to learn and grow and adapt. And that's a key to avoiding
boredom in your writing.

To make the leap from boring writing to belonging, you need to
bring in familiar details. But to create truly connected writing,
you also have to add a dash of curiosity.

How do you do this?


Keys to Writing a Classic

  * Dump the introduction- In media res instead

Homer just jumped into the middle of it all. He starts discussing
the 'countless ills' and the 'anger of Achilles' without
bothering to say: "Look, ten years ago this guy Paris stole King
Menelaus' wife Helen." 'In media res' is Latin for 'In the
middle of the thing.'

By starting in the middle of something, you treat your reader as
if they are already an insider- they already belong.

  * Bring in just enough familiarity.

The truth is that Homer's Iliad may be a little unfamiliar to
you, and so it may not engage as powerfully as it could. However,
it's lasted as long as it has because enough people are at least
passing familiar with the Trojan war, and the hero Achilles, if
no one else.

Notice that even if the only person or thing you are familiar
with is Achilles, it can be enough to keep you engaged through
some of the other details. As long as people have one or two
details that are familiar, they can tolerate a fair amount of
newness.

  * Connection/Disconnection

Connect your paragraphs. Meaning, find an important word in the
last line of the previous paragraph, and include it in the first
sentence of the next paragraph. Notice in the Key above how I
repeated 'Achilles' and 'familiar' in the last sentence/first
sentence to create connection.

From time to time disconnect your paragraphs. In the first part
of this article I was running along happily about Homer and the
Iliad, and then suddenly I ask a question "Why is it still so
engaging 2700 years later?" But the next paragraph has
(apparently) nothing to do with the question, Homer, or the
Iliad.

This disconnection, after providing a certain amount of
familiarity and belonging, invites you to be part of something
larger- to learn, to grow, to adapt. To be curious.

Try writing a short article, and put these three pieces into
practice. Notice the -zing- that comes into your writing? You are
on your way to writing a classic, the foundations of your
business legacy.


My very best to you and your business,

Mark Silver




---------------------------------------------------------------------
Mark Silver is the author of Unveiling the Heart of Your
Business: How Money, Marketing and Sales can Deepen Your
Heart, Heal the World, and Still Add to Your Bottom Line.
He has helped hundreds of small business owners around
the globe succeed in business without losing their
hearts. Get three free chapters of the book online:
http://www.heartofbusiness.com



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How To Create Compelling E-mail Offers That Sell Like Crazy

Article Description:
====================

If you want to create a dynamic e-mail campaign, you have to
offer your clients more than a simple announcement. Far too often
people fall into the trap of believing an announcement is enough
to entice their customer.


Additional Article Information:
===============================

907 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-07-31 15:00:00

Written By:     Dan Lok
Copyright:      2006
Contact Email:  mailto:article@...



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How To Create Compelling E-mail Offers That Sell Like Crazy
Copyright © 2006 Dan Lok
Quick Turn Marketing International, Ltd.
http://www.WebsiteConversionExpert.com



If you want to create a dynamic e-mail campaign, you have to
offer your clients more than a simple announcement.

Far too often people fall into the trap of believing an
announcement is enough to entice their customer.

Unfortunately, an announcement does little to help compel or
encourage your clients to buy from you.

If you want customers to buy from you, you're far better off
offering "special deals" or a "special offer" than simply
offering an announcement.

Why?

An announcement says, "Hey, I have a new product!"

Wow, that's terrific!

But what's in it for the customer?

You have to think about what your customer's needs are and how
you are filling them with every contact you make.

An announcement doesn't take these needs into consideration, and
that's why far too often announcements fail to produce results.

An announcement also lacks a call to action or an incentive for
customers to contact you.

It doesn't make sense to contact someone unless you are going to
offer him or her an incentive to buy your product.

Keep this in mind when creating your next e-mail campaign.


Types of Promotions

So now you know you have to offer incentives. Now, what kind of
incentive do you offer in your e-mail campaign?

There are many different incentives to offer. Most people rely on
the special discount offer.

You don't always have to offer a discount however, to get people
to buy from you. You can for example, offer a new product to your
customers.

Say for example, you offer them a free publication, like a
subscription to your newsletter if they buy your product now. Or,
you can offer them 20% off your latest publication when they
order.

You can also offer special deals by recognizing some special
event in your personal life. Most customers appreciate e-mails
that include some personal information about you. For example,
let's say you have an upcoming birthday or anniversary to
celebrate. In your e-mail, mention this.

Say, "Because it's my birthday today I'm offering you a
special discount." This will help your e-mails appear more
personal in nature.

You have to share personal information if you want to build trust
with your clients. Let them know something about you.

Say for example you are sharing your 10th anniversary with your
partner. Let your customer's know you are offering a one-time
deal because of this.

Another promotion you can offer your clients is the "special
sale." I like to call this the "Oops, I forgot!" or "Oops, I
screwed up!" offer.

In this special bonus offer, e-mail your clients a day or two
after you send out an announcement.

Then let them know you forgot to tell them something in the
previous "announcement", so if they order now, they can take
advantage of your mistake.

Then offer them something. Then after a couple of days send them
a last minute reminder. You can phrase it similar to, "We almost
sold out, and we only have a few hours left, so act now so you
don't miss out. Remember, you'll be reaping A, B, C
benefits."

Special offers are great during holidays, like Christmas,
Halloween or even Valentines Day. Speaking of Valentines Day,
remember your offers don't have to be discounts. They can be
something unusual, crazy or fun. Like on Valentines Day, offer
your clients a rose or chocolate for ordering that day.

Your goal should be to keep things exciting and fun. Keep all
your promotions an event.

Another way to produce more feedback from your e-mails is to send
customers FAQ e-mails. Let's say for example, you send an e-mail
that creates some questions you'd like to respond to.

You can send an FAQ offer or follow up e-mail that answers all
their questions and presents a new offer or special deal for your
customers.


How Often You Should E-mail Clients?

How often should you e-mail your clients? If a customer
consistently buys your products and services, you should send
frequent e-mails.

If however, you are sending a special promotional offer to
someone that has never ordered from you, don't waste too much
time on it.

My experience suggests customer's who buy something once or
twice are much more likely to buy again.


When Should You Send Your E-Mail Offers?

When should you e-mail your clients? The answer is "It
depends." My experience shows Tuesdays and Thursdays are the
best days to e-mail people.

Why? Who knows?

It may be people don't want to check their e-mail on the
weekends. It may be they are thinking of the weekend and not
their e-mail on Friday.

They may have too much work to catch up on Mondays. For me,
Tuesdays and Thursdays have always produced the best responses.
Then again, I am focusing on B2B customers. Your experience of
the B2C industry may be different.

These are just a few things you can do to spice up your e-mail
campaign. The bottom line is this... whenever you send an e-mail,
you have to create much more than a simple announcement.

An announcement isn't going to call people to action. You have
to carefully craft your e-mails, to encourage your customers to
act. You want to offer your customers some incentive so they act
on your e-mail immediately.

And one last point... Don't reveal your price in the e-mail.

Your job is to entice, compel and motivate your customers to
buy.

That's the bottom line.




---------------------------------------------------------------------
A former college dropout, Dan Lok transformed himself from a
grocery bagger in a local supermarket to a multi-millionaire.
Today, Dan is one of the most sought-after business mentors
on the Web, as well as a best-selling author. His reputation
includes his title as the World's #1 Website Conversion Expert.
To find out what Dan is up to now, visit him at:
http://www.WebsiteConversionExpert.com


--- END ARTICLE ---

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How To Eat Your Competition Alive!

Article Description:
====================

One of the questions I get often is, "How do I deal with
competition." Most people want to know how they can prevent
competition or what steps they can take to overcome competition
successfully.


Additional Article Information:
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768 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-08-11 11:48:00

Written By:     Dan Lok
Copyright:      2006
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How To Eat Your Competition Alive!
Copyright © 2006 Dan Lok
Quick Turn Marketing International, Ltd.
http://www.WebsiteConversionExpert.com



One of the questions I get often is, "How do I deal with
competition." Most people want to know how they can prevent
competition or what steps they can take to overcome competition
successfully.

These days, on the Internet, there are two sides of a coin.

It is so easy for a person to get into a market because it is
simple to start a business in just about any niche.

There are low barriers to entry to most businesses, so
competition is rampant. You may realize an opportunity and start
making good money.

The chances are high someone else will see your success and try
to mimic it.

So how do you deal with this? How do you protect yourself from
copycats?

It's easy to have competitors.

In fact the more money you make the more competitors you will
have.

You have to think faster than people can copy you, and you must
develop what I call hidden advantages to dominate your niche.

Copycat "syndrome" as I like to call it is common.

You may be in a good niche, and some guy sees you are making good
money, so he decides to copy your ideas. He comes up with a new
product to compete with you.

People want to prevent this, but you can't prevent competitors.

You will always have competitors regardless of what you do. The
more money you make the more competitors you'll have. It's just
the way things work.

You can however, overcome any threats associated with
competition. How?

Innovate faster than they others can copy your material. Develop
hidden advantages.

That's the key to overcoming competition.

If you want to dominate your niche, you must have some hidden
advantages that are hard to copy. Your competitors should not
even know you have these advantages.

They may copy what you are doing, but they won't be able to copy
your hidden advantages.

Many competitors will then fail because they are confused about
what you are doing. Why? They won't understand the reasons
behind what you are doing. They won't realize you have hidden
advantages.

How can you make hidden advantages work for you? Let me give you
some examples.

Let's take the internet guru business. I have many competitors,
many new people coming in trying to be marketing gurus.

My secret? I'm not an internet guru. My specialty is website
conversion. I teach people how to convert more visitors into
paying customers. I niche. I don't claim to be the number one
"internet marketing" guru. But I am the world's number one
website conversion expert. That is a hidden expertise, a hidden
advantage.

I was there first, found this niche first, so that gives me an
advantage. When people come into my niche, when they want to
compete, they are only reminding people of my success and
experience.

People see my name everywhere that is a hidden advantage.

High name investors and entrepreneurs also endorse me. That is a
hidden advantage. I have testimonials from high people in high
places. Best-selling authors and multi-millionaires. That is a
difficult hidden advantage to duplicate.

I give out free CD's, I combine online and off-line marketing
techniques. These hidden techniques are hard to copy. Competitors
won't see this, they won't know whether these techniques are
working or not. I do things to confuse my competitors. This is
also a hidden advantage.

My personality is also an advantage, a hidden advantage. My
personality is impossible to duplicate. My experience and my ten
years of experience in marketing aren't easy to copy.

Most newbies also don't have all the products I do. I have much
more than an e-book for example. By the end of the year I'll
also have 4 published books, and other offers worth $3,000 and
more. I am established, and it is hard to compete with this.

My question is this... What are your hidden advantages? If you
don't have hidden advantages you better come up with one or two
very quickly. There must be something you have, something you
posses, something difficult for your competitors to duplicate.

Once you have those hidden advantages, you don't have to worry
about people coming into your niche and competing.

They say, "He is so established, so well-known I can't
compete." So they move on. That is the barrier you want to
create to discourage them. You want to make it difficult for them
to complete.

Sit down and write down what your hidden advantages are, then
work on building them. That is what you can do to crush your
competition and discourage people from competing against you.




---------------------------------------------------------------------
A former college dropout, Dan Lok transformed himself from a
grocery bagger in a local supermarket to a multi-millionaire.
Today, Dan is one of the most sought-after business mentors
on the Web, as well as a best-selling author. His reputation
includes his title as the World's #1 Website Conversion Expert.
To find out what Dan is up to now, visit him at:
http://www.WebsiteConversionExpert.com


--- END ARTICLE ---

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Article Title:
==============

Create Your Brand Identity Package

Article Description:
====================

Branding isn't new. It's been around forever... ever since
there was more than one sandal maker for gladiators to choose
from. Building your business (brand) used to have more to do with
your reputation. Then, as more and more products and services
began vying for the same customers, it became critical not only
to offer a superior product or service, but also to differentiate
yourself from your competition.


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1079 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-08-24 15:36:00

Written By:     Pam Walters
Copyright:      2006
Contact Email:  mailto:pam@...



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Create Your Brand Identity Package
Copyright © 2006 Pam Walters
Professional Coach And Marketing Consultant
http://www.pamwalters.com



Branding isn't new. It's been around forever... ever since
there was more than one sandal maker for gladiators to choose
from. Building your business (brand) used to have more to do with
your reputation. Then, as more and more products and services
began vying for the same customers, it became critical not only
to offer a superior product or service, but also to differentiate
yourself from your competition.

Brand identity is the three-dimensional image of your product or
service that reminds consumers of who you are and what you stand
for. It's your silent salesperson representing you out there. It
performs via words, pictures, logos, color scheme, font style...
even font size. Do you think I'm kidding about font size? If
you're over 45, what goes through your mind when someone hands
you a business card that's printed in mouse type? Better yet,
what do you assume when you see a business card with big,
easy-to-read print?

Here's a brief overview to help you create a brand identity for
you, if you're an individual or independent professional, or for
your business, if you're a small business owner or manager of a
company.


1. HOW TO THINK LIKE A COPYWRITER
The Tagline/Theme/Slogan/Promise

There's a saying that the pun is the lowest form of humor.
Unfortunately, it's a huge part of our culture's style of
communicating. Puns, double entendre, plays on words... they're
all basically the same thing.

The trick is to have it be relevant to your story. The double
entendre should say something positive about you or your product.
And you want it to tap into a concept or experience that people
can readily identify with and visualize.

  * Nothing Runs Like A Deere
  * AT&T Because It's Your Business On The Line
  * Flintstone Vitamins: 10,000 Strong... and Growing

For this next part of the process, it will help if you're
right-brained.

    Here's an example of how differently people think: When I
say, "commercial office cleaning," a left-brain, reality-based
thinker will come up with aspects like: hours, price, cleaning
products, neighborhoods, bonded workers.

    A right-brain thinker will come up with images of Cinderella
sweeping the attic, Vampires who only come out at night, Oscar
from the Odd Couple, obsessive-compulsives, Mr. Clean, etc.

Try to think of all the objects, tools, experiences, fears, joys,
folklore, results, disasters, etc. that have to do with what you
do or offer. And if you're having a tough time with this part,
grab a creative person and have an ideation session.

Example: Let's say you're an Administrative Assistant.

To cut through the clutter and stand apart from your competition,
say it simply. Don't hide behind a bunch of technical, generic,
sterile terms. Are you extremely organized? Great at creating
systems? A problem solver? A multi-multi-tasker?

GOAL: Admin with Type "A" personality
seeks a challenging position within
a marketing, PR or advertising agency.

What if you're a sports/fitness trainer, and you're brand new.
How about coming up with an angle where you offer different
packages. Two months, lose 10 inches. Or one month of boot camp
training. Or pay in advance, and get a discount.

Todd Reynolds, Fitness Trainer
"I stretch you... and your dollar."


2. HOW TO THINK LIKE AN ART DIRECTOR
The Design/Look/Logo/Icon

Effective brand identity packages create a good impression with
clients and customers... without saying a word. And that requires
finding a graphics person who can create a concept using design
elements.

In big, brand advertising agencies, art directors are teamed up
with copywriters. For projects, they are given a briefing that
includes:

  * the strategy (Acme sells vitamin supplies)
  * the target audience (to athletes)
  * a list of some key selling points (affordable and available at
drugstores and vitamin shops everywhere)

And when the copywriter and art director sit together, sometimes
the art director takes the copywriter's lead and sometimes it
works the other way. If the art director has an idea for a strong
visual to demonstrate an aspect of the product, then the
copywriter writes to underscore or enhance the visual concept.

Here are some examples of how art direction can play a key role
in a static tag line or corporate theme line:

  * Visine... Gets the red out.
  * The Sprint logo incorporating the "pin drop."
  * Cingular "bars" campaign.

In the old days, advertising relied heavily on icons and
spokespeople: The Jolly Green Giant, Little Sprout, Pillsbury
Doughboy, Tony the Tiger, Mr. Whipple, The Loneliest Repairman,
etc.

Those were/are fairly flat-footed (and corny) ways to create an
emotional connection with your target audience. But they still
work. Think of the Geico gecko.

Today, most identity packages are more sophisticated, and less
emotional. But there are many ways a visual element can portray a
company's personality and help anchor that logo or picture in a
customer's mind.

If you're that Sports Trainer, you could incorporate a dumbbell
or big balance ball into the letters.

SpOrts Trainer

Hang a pair of running shoes, tied together at the laces, over
the top of the T in Trainer. Or have a tiny figure doing chin-ups
on the T. Just take your category and think up as many word or
symbol associations as you can. Then see how you can implement
them into the name of your company, or your slogan, or
packaging.


THE BOTTOM LINE (Literally and Figurately)

Even if you can afford to have a brand marketing team come in and
do the project for you, you'll have a better end product if you
think through some of the above steps.

Hopefully, this article has given you some insight into how to
put together a brand identity package. But this is the fun part.
There's much thought and hard decisions that need to be made
before you get to the creative part:

  * Who are you and what do you actually have/want to offer?
  * What's your Unique Selling Proposition?
  * Who's your target and what will they pay?
  * Who's your competition and what do they charge?
  * What's your marketing budget?
  * How are you going to promote yourself or your product?

For these and many more questions and answers, contact me. If
you'd just like a professional opinion of what you've come up
with creatively before you commit to Web designers and printers,
contact me. Perhaps all you need is a couple hours of my time.
I'm not cheap, but I work fast. Contact me.

(What do you think my "most wanted response" is in writing this
piece? If you haven't figured it out by now, contact me.)





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PAM WALTERS
831-625-1560
pam@...
http://www.pamwalters.com

Pam Walters is a professional coach and marketing consultant who
helps people launch new ventures. She has 15 years of experience
in traditional brand advertising and 10 years of experience in
direct response. Contact Pam at http://www.pamwalters.com


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Article Title:
==============

Why 'Closing' Is Not The Most Important Part Of Making A Sale

Article Description:
====================

If you ever thought that 'closing' was the single most
important key to sales success, then pay close attention, because
what I'm about to share may surprise you. Let me explain:


Additional Article Information:
===============================

553 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-08-29 10:24:00

Written By:     Scott Bywater
Copyright:      2006
Contact Email:  mailto:sbywater@...



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Why 'Closing' Is Not The Most Important Part Of Making A Sale
Copyright © 2006 Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au



If you ever thought that 'closing' was the single most
important key to sales success, then pay close attention, because
what I'm about to share may surprise you.

Let me explain:

Last Sunday I was with my wife and her family at a café on North
beach in Wollongong, Australia. And while we were sitting there,
I noticed a sign which said:

"Uni Exams Are Over. Hooray!"

Now what does that sign actually achieve? Well, obviously it
resonates with the target market in the area - many of whom are
uni students.

It also talks in their language, and makes an attempt to actually
understand them.

As I first read in the book "How To Win Friends And
Influence People" by Dale Carnegie, one of the keys to
making friends is to really listen to others. To understand them.
And to put yourself in their shoes.

So if you're selling to someone with the printed word, do you
think you'll have more chance of making the sale if you became
their friend?

Of course you would.

And yet, the magic question is: How do you do it?

Let's run through a few scenarios.

Let's say you're writing about something your prospective
client may be frustrated with. For example, a sales letter for
somebody with back pain.

Start out with:

Are you frustrated by (problem)?

Then aggravate the problem, and ensure the reader becomes aware
of the pain and frustration the problem causes them.

Follow this up with 5 magic words:

"I Understand How You Feel"

Think about it. If you tell somebody your problem, wouldn't you
appreciate it if they empathized with you?

Ok, onto the next method of making your prospective customer your
friend...

How's this for an opening? It's from a 'control' (otherwise
known as a best selling sales letter) from the Conde Nest
Traveler Magazine:

We know you...

... You find a few extra dollars in your pocket - a crack in your
impossibly busy schedule - and what do you do?

Take off, that's what! For a Greek Island, a Carribbean beach, a
Colorado Ski Slope... (and it goes onto list all of the other
places)

The letter follows up with...

In many ways we are you...

Not satisfied only with (a list of things)

Endlessly curious about (a list of things)

Wanting to know (a list of things)

The reason I haven't listed everything in the list is because I
want you to understand the psychology. It starts with 'We know
you'. And then follows up with 'In many ways, we are you.'
What's more, it makes an effort to show the reader what they
both have in common.

Talk to anybody who's ever done a good sales course and ask them
what one of the best things is to do in order to build rapport?

And sooner or later, they'll mention you need to find a common
ground.

Now doesn't the letter above do this perfectly? It basically
says, 'heck, I am just like you.'

So think about how you can go about winning friends within your
sales letter. Because, one of the things I learnt from the
legendary sales trainer, Brian Tracy, when I was selling seminars
many years ago, is that trust (not closing) is the number one
most important aspect of making a sale.





---------------------------------------------------------------------
Scott Bywater is a professional direct mail and direct
response copywriter, and the author of Cash Flow Advertising.
To get your hands on a complimentary copy of his special
report '7 Ways To Increase Your Turnover... No Matter What
The State Of The Economy' (value: $29.95) simply visit his
web site at http://www.copywritingthatsells.com.au


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