Archive for the ‘Copywriting’ Category


“I’ve Fallen And I Can’t Get Up…”

By: Dan Kennedy on: September 21st, 2014 5 Comments

“I’ve fallen and I can’t get up!”

You probably recognize this popular catch phrase from the television commercial for Life Alert… or perhaps from the comedic punchlines that have become a part of pop culture as a result.

In fact, it’s probably one of the most recognized slogans of all time.

The original commercial for Life Alert, a personal medical-alert system, showed an elderly woman who had fallen. The woman pushes a button on the Life Alert pendant she’s wearing around her neck. Instantly connected to a 24-hour medical response team, she says, “Help, I’ve fallen and I can’t get up.”

Bad acting made the commercial the butt of many jokes, however the company probably got the last laugh as it has obviously been an effective way to sell their product for more than 24 years. They continue to run versions of that same commercial and even made the popular catch phrase a registered trademark.

Now the company is running a new version of the commercial that is very realistic.

In fact, it’s so realistic some say it is scarier than stuff they watch on TV.

The new ad shows an empty house while playing eerie music. It pans different objects and scenes inside the empty house. In the background you can hear a woman whimpering. Just outside her window, a couple plays with a dog. And then it pans to a woman lying at the bottom of the basement stairs, crying for help.  The commercial then shows a screen that says, “When You Fall and Cannot Get Up, an ACCIDENT can turn into a TRADEGY!”

So the question is –how does the same catch phrase used by the same company for more than two decades continue to be so effective at selling their product?

And how is it that it worked when in a really bad commercial as well as in the new very realistic, very well scripted and produced one?

This seems contradictory.

Especially when you think about how bad the original commercial was.

As I alluded to above, the original commercial has been ridiculed, insulted, and referenced many times over by comedians.

The new one on the complete opposite end of the spectrum has been called disturbing and too believable.

The reason this phrase works so well—whether the ad is well scripted, acted and produced or not, is that the premise—“I’ve fallen and I can’t get up” is a real fear.

Elderly people fear losing their independence.

Family members of elderly parents fear something will happen to their loved one, with no phone nearby, and no one to hear their cries for help.

In other words, it taps into a fear that already exists.

There is no need to convince someone that this is a possibility. No need to go into a lengthy or even a real story about it happening to someone. People already know this possibility exists.

I’m going to say that again, because this is a HUGE key to a successful ad.

Tap into an emotion—a storyline that is already running inside your prospect’s head.

Although fear is certainly a popular emotion you’ve seen in ads such as the anti-smoking commercials or political campaigns, there are many other emotions and storylines that you can tap into as well.

For example, online dating services tap into the “happily ever after” story that already exists in people’s heads.

Car commercials often tap into the idea of having something that everyone else wants, but is uniquely yours.

There is always an emotional storyline that is playing in your prospect’s head. The key is to figure out what that emotional storyline is (hint: there might be more than one) and then engage your prospect with words that tap into it. When you do, that’s when you’ll make the sale.

NOTE: If you aren’t tapping into your prospect or customers emotions, then you probably aren’t making the sale either. Want to know more about which emotions to tap into and exactly how to do it? Find out the techniques Dan Kennedy uses for maximum effectiveness when selling goods and services by clicking here now.

One of the biggest money-making super-powers

By: Dan Kennedy on: August 24th, 2014 1 Comment

Dan Kennedy here.

I wanted to let you know that I just did a special call with Dave Dee about something vitally important…

You see ever since I spent the other day with you, the questions I’ve been receiving have made it abundantly clear to me that there is a critical piece of information missing.

It concerns one of the biggest money-making super-powers you’ll ever learn. Because once you “get it,” you’ll make a major shift in your thinking—and your income. Life and business will be different for you. Easier. More rewarding. More effective. More time-efficient. More lucrative. Better.

So I recorded this call so you’ll have the missing piece that will help you close more sales, get more visitors to sign up, download, watch, and buy.

Click here to listen to it now.

NOTE: Dave will be telling you about a special bonus worth $497 that is only available today as part of the Make Them Buy Now System & Toolkit at the end of this call. Which by the way, if you haven’t invested in yet, you should do so immediately here.

HOWEVER, this call is not a sales pitch. It’s about helping you to make a major shift in your thinking that will forever impact your business, your income, and ultimately your life. If in the next month, next year, or ten years from now you want your income to go up, then you need to understand this piece of the puzzle.

Listen here now before another year slips by with no change in your income.

A Horribly Neglected Ad Strategy That Still Gets The BEST Results

By: Dave Dee on: July 29th, 2014 2 Comments

Recently, my good friend Frank Kern told me he ran the single most successful test he has done in 15 years.  Here’s how the test came about…

Frank analyzed an ad that was responsible for growing a tiny company into a BIG company by generating some three million leads (from that ONE ad)…

It was also the inspiration for ads created by David Ogilvy, one of the most sought after advertising executives of all time.

In fact, Ogilvy took this ad, analyzed it, perfected it, and systematized it. He then used this system to create 17 ads which were responsible for growing Ogilvy into a 1.4 Billion (with a “B”) business back in the 1970’s.

Despite how wildly successful this ad system was, it, and the system Ogilvy developed from it, were largely forgotten about as people moved on to the “next new and shiny object” placed in front of them.

That is until Frank ran across it again and decided to do a test.

Here are a few things that Frank says about why this worked so well and why this strategy will work better than just about anything else you can try these days:

It didn’t try to sell anything. The ad wasn’t full of hype or sales tactics. In fact, it didn’t try to sell anything at all and instead gave away something free to the reader. Plus it didn’t use any fancy copywriting techniques. It is a simple, basic and non-sophisticated formula that you could use in all types of media.

It focused on the right kind of value.  Typically an ad will deliver “practical value” which means the ad addresses the things your product or service does. For example, a restaurant will cook you a meal. A coffee maker will brew you a cup of coffee.

But what fuels a buying frenzy is when you deliver intrinsic value. This is the unseen value which can really drive frenzy and get people clamoring to pay you more for your products and services.

For example, suppose you want to have steak for dinner. You can choose between Longhorn Steakhouse or Ruth’s Chris Steakhouse. They both will cook you steak. They even have similar items on the menu such as a baked potato, salad, and a center cut steak.  But Ruth’s Chris Steakhouse charges much higher prices, and people are willing to pay it. Why? Because Ruth’s Chris Steakhouse has that “unseen value” associated with having a higher intrinsic value.

It addressed reader skepticism.  Now more than ever, people are skeptical. They don’t trust marketing and advertising. Rather than ignoring this fact, the ad addresses this skepticism right up front by telling people why they are doing the ad.  This confronts the obstacle head on and eliminates their skepticism before continuing on with the message.

It explained why not all the information was included in the ad. It gave a logical explanation for why all the information the reader would need was not included in the ad—therefore giving the reader a good, solid reason for why they should contact the company for more information.

The headline uses presupposition. The headline uses the brilliant technique of presupposition. It presupposes that you want to know something about the topic and it also presupposes that there is something you don’t know. This is a great technique that will increase your readership and raise curiosity.

Use these strategies to generate more leads, customers, and create a frenzy that causes people to want to pay you more for your products and services.

Yesterday Frank released a brand new video where he took this concept from a theoretical level down to “how you do this in your business.”  This was in all honesty one of the best trainings I’ve seen in a long time (I took two full pages of notes) and right now he’s giving it away.

Click here now to get the video.  Yes, to get the video you have to give an e-mail address, but if you don’t like it, and don’t want more, just unsubscribe immediately.  You’d be crazy to do that, in my humble opinion, but it’s an option.  In this short video he explains the concept of an “internal decision trigger” where in essence you get the prospect to sell themselves your product or service.  In a word it’s amazing.

NOTE: If you’d like the template and swipe file Frank created from the Ogilvy ads, he’s giving them away free right now along with the swipe file of the Ogilvy ads, and the case study of the test he ran using the template. You can get them all at no charge by clicking here NOW.

Top Ten Rules For Writing A Great Headline

By: Dave Dee on: July 20th, 2014 5 Comments

In the brand new course the “Power of Copy Unleashed, How To Create Offers Your Customers, Clients and Patients are Powerless to Resist” I give out my Top Ten Rules For Writing An Effective Headline.

While I don’t have time to go into all of them here, I’ll share the three rules that I see people getting wrong the most.

Before I do that thought I want to reiterate something you’ve probably heard before AND is soooooo important to really understand.  Remember…Your headline is an ad for your ad.

It doesn’t matter how stellar your copy is or how wonderful your offer is. If your headline doesn’t pull in your prospect, it DOES NOT MATTER.

Many of the best copywriters in the world spend the majority of their time writing out and testing different headlines. Simply changing your headline can increase your response rate by 300% or more.  That’s why yesterday I shared some of my favorite headline formulas.  If you missed that just click here.

There are many different formulas for writing good headlines and in “The Power Of Copy Unleashed…” I share 18 of them.  That said, you can still create your own formulas but they must follow a number of rules if you want to maximize your results.  Here are the three rules I see people breaking most often and it’s costing them thousands or tens of thousands of dollars!

First…Your name as a headline is a deadline.

Don’t use your name or your company’s name as a headline.  So many people say things like “Top Five Reasons to Shop at Dave’s Magic Shop.”  This will absolutely kill your response when you compare it to a benefit oriented headline like “Top Five Things You Must Look For In A Good Magic Shop.”  Now there are exceptions to this rule but in 99% of situations, avoid using your name, your company’s name or our product or service in the headline.

Second…Do NOT send out or hand out any piece of printed material, publish a landing page or have any advertisement that does not have a headline. Ever!  

If you’re interested in making sales and having people actually read or listen to you, then you MUST have a headline.  I’d encourage you to go to your mail pile right now and see how many ads actually contain a headline.  Most will not.  That’s why most people say get a .1% response rate is good.  Good to most websites that are truing to sell something right now and look for a headline, again, most don’t have this.  This is like sending out an e-mail without a subject line (which by the way is the headline for your e-mail.)  Never…Ever…Ever have an ad without a headline.  Print, online, video, radio, just don’t do it.

Lastly…“Quotation marks around the headline” have been shown to increase response. 

Why?  Who the heck knows?  But it works so do it.  I could share my theory here or why it works but in all honesty it really doesn’t matter why, only that it does.  Now that doesn’t mean you shouldn’t test this, but most people aren’t going to test things so use best practices unless you find that for your audience something else works better.

Anyway, start with those three and if you’re really into learning more about creating messages that sell like crazy then check out “Power of Copy Unleashed, How To Create Offers Your Customers, Clients and Patients are Powerless to Resist” where among other things I go though all ten of my headline rules, provide 18 different headline formulas and much much more.

Until then this is Dave Dee signing off and saying “Kick Butt and Make Mucho DeeNero!”

Note: This is the type of stuff I reveal at every single GKIC Two Day Fast Implementation Bootcamp, plus we actually have you write various ads, marketing pieces, e-mails etc…all designed to help you make more money the day you get back.  It’s an absolute FREE event for members and just $497 for non-members.  If you’re interested we still have slots at our September and December Bootcamps.  Click here to learn more.

Three Killer Headline Formulas That Could Skyrocket Your Conversion Rates…

By: Dave Dee on: July 19th, 2014 6 Comments

Recently I had an interesting conversation with one of our GKIC copywriters about how she cut down her writing time by 75 percent and skyrocketed conversion literally overnight.

About six months into her intense study as a copywriter (dedicating about 20 hours a week learning her craft) she was still spending hours and hours just to write a headline for a salesletter. (A headline is like the hook at the beginning of a story. It captures a reader’s attention and gets them to read farther into the promotion.)

In her mind “getting the headline right” was the difference between hooking a big client or not.  Sometimes she would spend days on what amounted to a few lines of copy.

But then something happened that changed everything for her.

She went from taking days to write a killer headline, to coming up with  several of them in just minutes

I’m hesitant to even tell you what made the difference. Because it’s such a simple idea, I’m afraid you might dismiss it.

So before I tell you what she did, I want to tell you why you shouldn’t be so quick to dismiss this.

You see not only did she get much faster at writing, she got much better at it too—overnight.

So what was it that caused this transformation?

Templates and Formulas!  Yup that’s it.

Now mind you, she had been given full instruction on what to include and not include in a headline. She had been taught about keeping your target audience in mind when crafting your headline. She knew about the different types of headlines you could write. And much more.

But she never had someone give her a straight forward template to use.

The template gave her the ability to write like a top copywriter instantly. It guided her to make the right decisions. Plus, because she was following a template (and not staring at a blank page), she could write much, much faster. And on top of that, the template was created by a well-respected and VERY successful copywriter, so she started writing with a lot more confidence.

Here’s the thing about copywriting. You should never start with a blank page. And it’s always a good idea to have a template to follow to make sure you get the structure correct.

Because while direct response marketing allows you to reach the people and businesses most likely to buy your products and services…the promotions sent need to convey the right message and say the right things. And it needs to be structured in the right way and be written to make the prospective buyer take action.

So if you’re not using well-structured, proven templates to create your copy, you should start. You’ll be amazed at how much it will improve your success.

Here I’ll give you three of my favorite headline templates…

1.  “What Everybody Ought To Know About _______________”

I like this one because it’s so simple.  For example if you’re a dentist who specializes in dental implants then your headline can simply be “What Everybody Ought To Know About Dental Implants.”  This can be used by virtually any service provider from attorneys and accountants to real estate agents and carpet cleaners.

2.  “Discover How  __________,  __________ and  ____________”

Ok so say you’re a personal trainer or sell a workout program a weight loss system.  Then use something like “Discover How To Burn More Fat, Build More Muscle And Still Eat The Foods You Love.”  It’s so easy because all you need to do is put your biggest three benefits in the headline.

3.  “Why Is This _____________ Giving Away Over $________ Worth Of ________________ For Free?”

This one is great for brick and mortar business to be used as lead generation.  This can really boost the effectiveness of your ads and drive down the cost of new customer acquisition.  Say you’re a restaurant then try something like “Why is Dipietro’s Ristorante Giving Away Over $10,000 Worth Of Fine Italian Cuisine For Free?” This one works for virtually any brick and mortar business!

So if you find yourself struggling to create effective ads, and sales messages in a short time you need to be on the lookout for proven templates and formulas that’ll drive your ideal customers, clients and patients to you.  Quick hint…keep reading below ;)

**What’s Hot at GKIC This Week Through July 21, 2014** Want a Formula That Provides The Step-By-Step Blueprint For Generating A Continuous Stream of Customers, Allows You To Quickly Dominate Your Market and Turns Your Business Into A Money Making Machine?  Then click here for the newly released confidential system for quickly creating sales messages using proven templates and formulas.

The Magic Secret Used By TOP Advertising Strategists To Lift Response Far Above Ordinary

By: Dave Dee on: May 10th, 2014 1 Comment

During my days as a magician I learned a key secret that I still use in business today.

It was essential in, not only putting on an entertaining show, but in getting clients to book me, pay me well and refer me to others.

In fact, it helped me book far more shows than other magicians which had been practicing magic much, much longer than I had.

It’s a secret that the TOP and I mean the very top advertising strategists and copywriters use to lift their response far above the ordinary.

And yet, it’s a secret that most business people ignore.

What is this secret?

Making people believe.

Dan Kennedy says, “The secret behind every extraordinarily successful promoter, marketer, entrepreneur and the fortunes built by them, as well as most other institutions of size and scope, and behind the successful popularizing of anything is making people believe.”

Take Disney. They have an entire “Imagineering” department that is devoted to developing things to make people believe that Disney is the most ‘magical’ and ‘happiest’ place on earth.  One of the goals of this department is to deliver experiences that their audience will not find anywhere else.

A more obvious example comes from recording artist Justin Bieber with his constant message of “Believe.” Based on his unlikely rise to fame by way of YouTube, he’s built a fan base around the idea that anything can happen.

So how do you make people believe? Here are a few ways you can increase your own believability:

1)      Make yourself famous. Harry Houdini is arguably one of the most famous magicians. He was great at self-promotion. One of the ways he would generate publicity for his performances was to strip completely naked and get voluntarily thrown in jail. He’d then escape from the jail cell.  Two other examples of people who make people believe in what they say in part because they’re famous are Dr. Oz and financial advisor Suze Orman.

2)      Be confident. People are much more likely to believe someone who is confident than someone who is unsure of themselves. Rehearsing what you will say and how you will respond to questions from clients will make you appear more confident. (Darcy shared another way to boost your confidence level in The Two Reasons Why People Struggle Or Stall—And How To Get Unstuck[C1] .)

3)      Be fascinating. Last year at SuperConference, Sally Hogshead discussed how you could use your “fascination” to increase fees for your products and services. She pointed out that when all things are equal, whichever thing, person, product, business, service, etc. is the most fascinating will always win. (For more on how to use fascination to your advantage, read my article, “Yes, you’re fascinating, but are you using it to your advantage?”

To be successful at selling your product or service, people must believe in it and you. Determine what you can do today to start making your customers, clients or patients believe in both you and what you have to offer.

NOTE:  If you want to discover the principles for making people believe and getting this secret to work in your business so you can fuel your business and lift your response WAY up, then check out this special message from Dan Kennedy.  In it he’s also offering a bonus that’s unavailable anywhere else.  Click here to find out more.

The Unsung Causes Of Failure In Small Business

By: Darcy Juarez on: May 6th, 2014 5 Comments

I just finished re-reading Making Them Believe by Dan Kennedy and Chip Kessler.

Based on the advertising, marketing and promotions of Dr. John Brinkley, it dissects the 21 principles drawn from Dr. Brinkley’s advertising.

At one point in the book, Dan Kennedy discusses the Dr. Brinkley idea that impresses him the most. He says it’s impressive because it is very common to find entrepreneurs doing just the opposite.

In fact, since the beginning of Dan’s consulting business forty years ago, he’s witnessed business owners spending sizable sums of money and expending enormous effort on marketing while giving little or no regard to this principle. Which often causes struggle, frustration, and may exact great penalties on a business—even failure.

So what was John Brinkley so good at that earned Dan Kennedy’s admiration?

His laser focus on developing a clearly defined target audience and a clearly developed message.

Dan says business owners, “Either begin and grow without focus, or lose focus and drift away from what brought them to the dance over time.”

Dr. Brinkley on the other hand, from start to finish, maintained very clear focus.

When reviewing this I thought a great deal about the reasons behind why so many business owners are unfocused or drift from their original target.

One reason is that focusing on a small target seems contrarian. On the surface it would seem that if you had a larger audience to choose from, you would sell more.

But actually the opposite is true.

A focused target audience matters more than the size of that audience. In other words, you don’t need millions of customers to grow your business; you just need enough of the right ones.

Brinkley was very clear about who he was targeting and why they were his ideal customers.

In fact, he tossed aside enormous segments of the population such as women who, at the time, purchased 80% of medicines and medical treatments.

Instead he consistently focused on a single segment of the population which was age and gender specific, and within that, ailment/condition specific, and within that mind-set specific.  And he never strayed away from that segment.

When you target everyone or even a broad segment of the population, you’ll find people simply aren’t going to respond. That’s because your one-size-fits all message can’t compete with the messages which speak specifically to them.

Another reason for lack of focus is that it is easy to be led astray.

A media sales person offers you a deal so you take it, despite the fact the target audience is a poor match for your business. Or you hear about a hot trend in media and think you must get onboard right away.

Once defined, stick to your target. Don’t let economics, media sales persons, hot trends, and other distractions steer you off target. If your target market isn’t looking at that media, it’s not right for you and can cost you far more than money.

Direct your marketing efforts to a very, specific, very focused target market—and avoid drifting away from that target—and you will waste less and profit more.

It’s not just an unfocused target audience that can lead to failure. Your message must be on point too—and you must continue to consistently convey that proposition.

Clarity of a specific proposition trumps general propositions. People aren’t listening to generalities. Get rid of vanilla messaging in favor of a specific, specialized message that is clearly focused on what your defined, specific target wants.

Brinkley built a single specialty and crafted a very single-minded, specific proposition that he stuck with throughout a lot of controversy, opposition, and criticism. He never strayed from his proposition, not once.

Dan Kennedy says, “This is something most business people cannot seem to do.” Many are swayed by the opinions of others or by criticism they hear.

He encourages you to not be swayed by critics and continues, “I have, for example, never once gone and read any of the criticism and gossip about me…I couldn’t be less interested in it because I am convinced the sources of it are not my good customers or candidates to be good customers.”

Expend your energy on those who will be good customers. When you continually focus on a single message, you will develop passionate audiences who will even help spread your message for you because of the nature of people who share through social media.

Benjamin Franklin once said, “Never confuse motion with action.”  While you may have a message you are actively spreading, ask yourself, is it targeted and focused on a single audience and message? In today’s world, a vanilla, one-size fits all message targeting a generalized audience will not be heard. Which means the motion you are taking may not always be worthwhile.

NOTE: If you want fewer struggles and faster, cheaper, non-boring marketing that attracts only your ideal clients, customers or patients that like and respect you then don’t miss our next Fast Implementation Bootcamp on May 29-30, 2014. You’ll leave knowing how to:

  • Attract your ideal client (while repelling the ones you don’t like and who don’t respect you.)
  • Craft a compelling, specific message that is irresistible to your target audience.
  • Create a lead generation magnet that is positioned to lead that perfect customer to beat a path to your door.
  • Do the #1 thing that your business must do to not only survive but to be successful.
  • And much, much more.

If you’ve struggled with determining who your exact target market should be, don’t feel your message is focused enough or find that you are not where you want to be in your business, then it’s time for you to attend GKIC’s Fast Implementation Bootcamp.

We’ll get you focused and on-track. Plus if you are a member, it’s FREE to attend.  If you’re not a member, you can take our 60 day trial membership now (with no commitment) and come for free as well.  Just click here now to discover what all you receive with the 60 day trial.

The one minute profit booster most people ignore…

By: Dan Kennedy on: May 4th, 2014 2 Comments

The other day I read someone’s definition of a “post scriptum” commonly referred to as a “P.S.”  The author, trying to educate others, described the P.S. as “generally containing information which is trivial.”

To be frank, I found his explanation rather trivial…

Because the P.S. is anything but trivial and should be awarded much greater attention than most give it.

You see writing copy is a very small part of developing copy that sells. Not only must thought and research be put into who you are writing to and what their objections might be, but careful thought must be put into each element of your copy and their function.

Often I see people shoot out of the gate with a strong headline and by the end of their message; they get a bit lazy, throwing on a P.S. almost as an afterthought.  While it only takes a minute to write, a P.S. done correctly can significantly boost your profits.

The truth is the P.S. is one of the most important parts of your copy—and you’ll find that most copywriters agree – you should never end a sales letter without one.

Why?

1)      Because some people jump to the end of your letter or message after reading your headline and before reading your letter, so your PS serves to further their interest in reading everything.

2)      The P.S. can summarize your offer, for the impatient “page jumper.”

3)      The P.S. can emphasize the most important benefit (which means, of course, you must first identify what that is.)

In letters, I’ve found that multiple P.S.’s almost always outperform a single P.S., and find that most pro copywriters also utilize this technique.

If you are looking for some ways to make your PS’s stand out, here are some tricks you might try:

  • Vary the typestyle
  • Vary the point size
  • Use all caps (only if the P.S. is very brief)
  • Put it in color
  • Put it in handwriting
  • Put it in a box with a screened color behind it
  • In handwriting, run up the side of the letter as if you ran out of space at the bottom of the page

Sometimes you may choose to use the P.S. to somehow “up the ante” beyond everything offered and described in the main letter, such as introducing (yet) another bonus or strengthening the guarantee.

You might also add testimonials in P.S.’s to reinforce your message, add credibility and serve as a tipping point for the reader who is on the fence.

How long should a P.S. be? The longest PS that I’ve ever used in a successful sales letter was 2 ½ pages long. The shortest: two sentences.

One of the ways people recall information is “first and last.” That means that they tend to remember what you say at the beginning and what you say at the end, forgetting what is said in the middle.  So whatever you put in your P.S. must not only be powerful and persuasive but must, in effect, condense summarize and deliver your entire pitch, which is anything but trivial.

NOTE:  Because the job of your copy is to sell. And in order to do that, you must know and understand the “must have” elements of super powerful copy. In fact, this is so important that I recommend you have a checklist, template or method of ensuring all elements are included—every time.

Which is why, NOW through Midnight on May 5th GKIC is giving you Cash Copy Clinic for just $297 AND the perfect template for this…a template that can explode your advertising and marketing results: My Sales Letter Template!  Get This Incredible Bonus Now!  Click Here.

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Not simply an example, or swipe file piece, but an actual fill in the blank template.  Imagine having to spend less than an hour creating a totally customized sales letter using a template that has worked hundreds (and maybe thousands) of times to earn 5-6 figures of income in a single weekend.  Well you don’t have to imagine it anymore, you simply have to get Cash Copy Clinic now and I’ve included this one-time bonus for you for to put your success on overdrive!

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The Hidden Secret To Higher Profits No One Talks About

By: Dave Dee on: April 3rd, 2014 3 Comments

I call it the “hidden secret.”

Why?

Because no one wants to talk about it….not even the gurus.

I revealed what it was last Saturday at Super Conference.

Here’s the thing…

It does not matter what product or service you offer in the marketplace. It does not matter if you sell offline or online or using a hybrid of both.

If you want to build a herd that will stay loyal to you…

If you want to communicate effectively with a large group of prospects…

If you want to convert your leads to customers, clients or patients…

If you want to build a successful business that consistently and reliably delivers you quality leads and large profits…

It’s going to require you to do this one thing…

Why doesn’t anyone want to talk about it? Because no one wants to hear it.

Yet, if you want to effectively sell your products and services, you will need to communicate your products or services’ benefits to your prospective customers.

And this will involve using this secret…

You need to know how to write powerful hypnotic copy (or at least know about it so you can hire the right person.)

Whether you write it yourself or you hire someone, you need to understand and accept this. Because as billion dollar marketer, Ted Nicholas says, “Words, not numbers, are the true currency of business.”

Everything is copy. If you record a free message—it needs to be composed of hypnotic copy. Put a video up—your script needs hypnotic copy. Do a radio ad—yep, that requires hypnotic copy too.

So what exactly is hypnotic copy? It’s copy that translates words into something meaningful, understandable and emotional.

For example, if a sales message says “Their coaching program helps clients sell a whole lot of stuff to people all over the country every day.” That’s interesting, but not hypnotic. However, see what happens when I change it to say, “Auto Dealers in their coaching program sell a car every 2 minutes all across America.”

Can you see the difference? The words in the first example was fine, but the second example communicated the message in a specific way that had special meaning to a specific target audience (Auto Dealers), was understandable what their coaching program could do, and created emotion.

This truly does make your products and services sell better. Of course, the reason no one wants to talk about it, is because this does take time to master. However, here are a few tips I revealed which will help you get started writing hypnotic copy:

Ask questions.  Before you start writing you need to ask the following questions:

1)      Who is your best customer?

2)      What are the top three to five things your best customer wants?

3)      What is the first piece of information they want to know?

4)      What should they be looking for when buying a product or service like yours?

Taking the time to answer these questions will give you crucial information that will help you create hypnotic copy.

Personalize your copy. To personalize your copy, speak directly to your customer. If you have more than one target audience, then create more than one piece of copy so you can keep it personal. Keep in mind, I’m not just talking about using their name—in fact there will be times when you won’t have their name. For instance, you can personalize copy by doing things such as including their city, neighborhood or business type in your promotion, letter or ad.

Always have a call-to-action. Hypnotic copy always includes a call- to-action (CTA). Simple, clear CTA’s work best such as “Call Today!”

Invest in understanding what good hypnotic copy is. Be sure to ask (and answer) the questions, personalize your copy and always include a call-to-action. And remember, you don’t have to master it yourself, but you should be aware of what good copy looks like so when you hire someone to write for you, you’ll have a better understanding of whether they hit the mark.

NOTE: If you are hiring someone else to write your blogs, articles, emails, letters, etc. I’d suggest you pick up GKIC’s FREE report, “The 7 Key Questions Every Copywriter You Hire MUST Be Able to Answer To Write Killer Direct Response Copy and Create Marketing Campaigns That Will Outsell The Pants Off Your Competition!”

Bad copy wastes precious dollars and costs you sales. Set yourself up to make millions by finding out what you need to ask every copywriter before you hire them. Remember there is no charge for this.  Just click here or go to www.gkic.com/7questions

 

Dan Kennedy’s Undisclosed Secret to Success

By: Darcy Juarez on: February 27th, 2014 4 Comments

People often wonder exactly how Dan Kennedy has helped transform so many businesses into million-dollar income producers.

Not to mention how many businesses he’s sparked income improvement in. Especially when you look at the wide and diverse range of product and service categories he’s worked with…everything from professional practices such as doctors, dentists, financial advisors and chiropractors to auto repair shops, retail stores and restaurants to info-products, authors, consultants and coaches.

Why do they wonder?  They usually want to know how they can have the same kind of success in their business.

Well, the one thing Dan Kennedy attributes most of his success to is his ability to write persuasive, compelling copy.

And while I agree, I also contend that there is another simple thing Dan does that has greatly impacted the level of his success.

It’s something that anyone can do. But, shockingly…only a very tiny percentage of the population actually does it.

In fact, even after reading this, you’d be surprised at how many people won’t follow this simple advice.

The proof I have that this one simple thing is a big part of Dan’s success formula is that the most successful people I know all do this. And, Dan teaches that this is critical to get things “right.”

In fact, if you want to be successful, I believe you could greatly accelerate the process by following Dan’s example.

What is it that Dan and the upper echelon do that most don’t?

They ask questions.

Sure as an author, coach, consultant, and speaker Dan gets paid to talk and give advice. His written words have earned him millions of dollars and his advice has created over a billion dollars in revenue for those who have followed it.

However, before Dan dispenses advice to a client, GKIC member, or coaching group, he asks questions…

And then he shuts up and focuses all his attention on listening.

In fact, he won’t utter a word of advice until after he’s asked questions.

He also has a long history of seeking out the biggest achievers. Dan surrounds himself with them and always has—even in his earliest days. In the midst of these achievers he’s always asking questions, listening and taking notes.

And you’ll find when you meet him during our big events such as Super Conference℠ and Info-SUMMIT℠ that he doesn’t talk much. You might even describe him as quiet or reserved because he doesn’t go on about how great he is or how he’s accomplished this or that—which he most certainly could do. Instead he tends to listen.

Sure, he offers advice, but only when asked.

When I have business meetings with Dan, he doesn’t barrel in with advice…instead he leads with a question about our results, approach, target audience, goals, etc.

Such a simple formula, yet so many don’t utilize it.

I believe this is due to a couple of reasons.

One, I think people are embarrassed. Somehow we’ve been taught to believe that not knowing the answer to something or asking a question that in our minds isn’t “good enough” will make a negative impression.

Of course, now that you know that the smartest people ask questions, this should no longer apply. But if you are still feeling that way, then asking your question one on one rather than in front of a large group might help your anxiety or embarrassment.

Another reason is that sometimes people feel uncertain about what to ask. While you will get better at this with practice, you might have a list of go-to questions you use. For example, you’ve probably heard Dan say that the wealthiest, most successful people he meets are always asking people what books they are reading.

Before attending a convention, networking or other big event, take the time to jot down three of the biggest challenges you are facing in your business or life. Then frame your questions around these.

For example, let’s say you own a brick and mortar retail store and your number one goal is to raise the amount of your average transaction. When you attend Super Conference℠ you might ask everyone you meet what they are doing to increase transaction amounts with their customers. When you do this, you are bound to find ideas that will work in your business too.

Or perhaps there is something specific you want to learn how to do such as mobile marketing or purchase direct mail lists. You could ask people if they’ve had a successful experience using mobile marketing. If they say yes, then ask if they have advice for someone starting out about what to do or what not to do.

By having a pre-defined list of what you want to know about, you’ll find it much easier to ask questions and get answers to your most pressing concerns.

While you can learn from anyone, you’ll excel the fastest by seeking out and asking questions to the most successful people in the room. And you’ll be a better author, coach, consultant, info-marketer, retailer, professional, etc. when you seek to understand and clarify your client or customer’s problem first through questions before you diagnosis or dispense advice.

So ask questions and listen. Take notes. And then use the answers to accelerate your path to higher success. You might be surprised what a difference this formula makes in your business and life—and what a big advantage you’ll have because so few actually use it.

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