Posts Tagged ‘copywriting’


The #1 Thing Holding You Back From 7-Figures

By: Dan Kennedy on: October 31st, 2014 7 Comments

Personally, I’ve never liked it.

But I realized early on, it was irrelevant whether I liked it or not.

The question wasn’t, “Did I like it?”

The real question was “How much money did I want to make and how much freedom did I want?”

Kind of like dieting and exercise, the question isn’t “do you like to exercise and eat right?” No the real question is do you like the alternative if you don’t exercise and make the right food choices?

So it’s important, although again, not something I particularly like.

What I’m about to tell you is a transcendental factor in income.

And if you listen to what I say, you could find yourself making a lot more money across every communication channel.

You see, for at least the past 30 years or so, I’ve been teaching that the one thing that usually gets people who are earning below six-figures or a low six-figures in any business up into a high six-figures is the quantum leap of shifting from being the “doer” of your thing to the “marketer” of your thing.

That is still true.

Shifting from being a fitness instructor to a marketer of fitness training. Changing from being a veterinarian to marketing veterinarian care.

Switching from a photographer to marketing photography services, and so on, will carry you a pretty good way.

I mean, most people locked into relatively low incomes, regardless of their level of expertise or excellence that they deliver, are stuck there because their primary view of their business is the doing of the thing.

The cooking of the food, the cracking of the bat, the fixing of the tooth, the waxing of the car, the styling of the hair, the – whatever. And when you shift out of that so that you’re actually now in the marketing of that thing, that’s a pretty good income leap.

But truth be told, it has its limits.

It’s NOT the thing that gets you to a 7-figure income.

And it is questionable whether it will give you the exact freedom you are seeking. Because although you are making more money, you are also most likely still working a lot of hours for it.

Let me show you what making the next shift can do.

I make 7-figures from copywriting alone. That is only partially the way I make money though. I only spend 20% of my time writing.

Imagine making that leap in your business and only working at your “thing” 20% of the time. How would THAT change your life?

So here’s the thing you must do to make the next quantum leap.

As I mentioned, personally it is a thing I never really liked, but I do it because the alternative is worse. So this really is pretty important.

You must shift from focusing on being the “marketer of your thing” to focusing on “the status of the individual providing the thing.”

Because even when you are the marketer of your thing, the focus is still on the thing, not on the greatest possible point of differentiation, which is the status of the individual providing the thing.

Increasingly all other options for differentiation are becoming harder and harder to use and sustain. But one thing that will always make you different is who you are.

The easiest place to look for examples of this is with celebrities and professional athletes.

There are professional football players who make a good six-figure income. They are elite athletes who reach an income level that many never will. But, unless you are a diehard fan, you likely wouldn’t recognize their name even if they offer big contributions to the team.

As an example, NFL player Ryan Taylor is probably a name you aren’t familiar with. You probably don’t even know what team he plays for, but he makes a solid 6-figure income and is in his 4th year playing professional football.

In comparison, Johnny Manziel better known as Johnny Football is in his rookie season. He has less experience than Ryan Taylor, yet Manziel makes $2 million a year not including endorsement deals. You probably also recognize the name Johnny Manziel or at least have heard the name Johnny Football even if you aren’t a fan. .

The big difference is that Manziel knows how to market his personal brand. That, more than his ability or experience, has put money in his pocket.

For instance earlier this year, prior to knowing whether or not Manziel would be a boom or a bust in the NFL, Nike signed him to the largest endorsement deal from this year’s NFL rookie class. It had nothing to do with experience or even how well he plays.

So if you want to join the 7-Figure club, then you’ll have to get out of the business of marketing your thing and get into the business of marketing you, even if you dislike doing it as much as I do.

Click here now if you want the 7 key, yet radically different strategies for making this shift. I cover these in the 7 Figure Academy which GKIC is making a special offer on for the next three days only.

Find out more about the 7 Figure Academy and special offer here.

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.

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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

 

Why Copywriting Is The #1 Skill To Master If You Want To Increase Your Income

By: Dave Dee on: October 26th, 2013 4 Comments

Here’s something champion entrepreneurs know about getting people to give you money that most business owners don’t.

When most business owners want to increase their business, they advertise.

This no doubt is a must-learn skill. That’s why GKIC keeps stressing the importance of learning how to market your business.

But once you start creating ads for your business, and once you are able to really see the power of marketing that can bring new customers to your door or website…and bring customers back to buy more…there is a skill that can bring your marketing (and your bank account) to a whole new level.

It’s a skill most business owners will never take the time to really dig in and learn, let alone master. Some business owners will hire someone to do this for them…but foolishly will skimp on because they don’t fully understand the skill or how big a return they have the potential to receive.

It’s a skill you’ll want to integrate into your business…and even if you don’t want to invest the time to fully master it, you’ll want to get a deep understanding of so you’ll have a better handle of what will work when hiring someone else to do it.

That skill? Copywriting.

Copywriting, very simply is the ability to put words on paper that get people to send you money.

Good copywriting creates tremendous leverage, because once you get the right words on paper…in the right order (and this is key), all you have to do is use the right media to deliver that message to the right person.

Do the work once, use it forever.

Let me tell you a story about a man named Gary. Gary was an encyclopedia salesman who wanted to get into information marketing. He was a very good salesman, but he hated the long days, and hated the rejection.

He made a lot of money, but he hated seeing people face to face. Hated it.

The reason Gary wanted to get into information marketing was so that he never had to do face to face selling and telephone prospecting again.

The idea of sending a letter in the mail, and having money come back without ever seeing his customers or even talking to them on the phone appealed to Gary.

Plus the fact that he could write the letter and have someone else print and send it, meant he cut his work load to only writing the letter.

So Gary learned how to write a great sales letter.

At first Gary didn’t succeed. In fact, he failed miserably because he studied the wrong stuff. But then he discovered the key was to put the elements of his sales presentation into print. And once he did this, instead of giving his sales presentation to one person at a time, he could deliver it to millions of people at the same time.

Once he figured this out, he mailed some letters, got some orders, and used the money from the orders to mail more letters. And so forth.

What was his bottom line? Gary was able to mail so many letters, that he brought in over 20,000 checks per DAY!

What was Gary selling? It doesn’t matter. The magic wasn’t in the product—it was in the letter.

People were sending Gary money because of the words contained in the letter. The best part—Gary only had to write the letter one time. Once he knew it worked, he was able to mail it again and again.

That’s the power of copywriting.

I’ve never had 20,000 checks arrive per day, but I have written sales letters, teleseminar scripts, video sales letters, website copy, etc. that have brought in millions of dollars for me and my clients.

And it’s what top entrepreneurs understand to be the #1 skill they should master if they want to dramatically increase their income.

Rich Schefren, Yanik Silver, Frank Kern, and of course Dan Kennedy are all examples of champion entrepreneurs. What do they all have in common? They all are killer at copywriting.

So how do you get better at copywriting?

1)      Learn from someone who knows what they are doing. First of all, you don’t need to be a good writer or an English major or have any formal qualifications to learn, but you do need someone who knows what they are doing to teach you how. (I think Dan Kennedy is a good option. I think his most comprehensive and bet copywriting course is Copywriting Mastery and Sales Thinking Bootcamp. This is also one of the top courses consistently recommended by GKIC members.)

2)      Start building a swipe file. A swipe file is a file of good copy proven to work. This can be printed files, electronic files or both. It should be full of copy that makes you want to take action. The type that gets the point across and makes a good sales argument.

While you can’t flat out copy them, you can use them to model the structure of the letter, web page, email, etc. They are also useful to model for headlines, bullet points, offers, guarantees, and other elements.

3)      Study good copywriting. Read your junk mail. When you receive a piece of mail that doesn’t get you excited, ask yourself why not. What would make it better? Read everything from companies that are known for good copy. For example, you should be reading everything GKIC sends you because I can tell you that what we are doing is working. Study the examples Dan gives you in your No B.S. Marketing Letter and in the Swipe and Deploy File. (If you aren’t currently receiving this, click here to receive 2 Free issues and other money-making information.)

4)      Practice. You don’t always have to tackle writing a big sales letter. Start small. Write fifty headlines for a sales letter. Practice writing bullets for your product or service.

5)      Have your copywriting critiqued.  Now to really make it worth your while, you’ll want to pay a good copywriter to critique your work. Why? Because they know what they are doing and can give you guidance that will not only make your writing better, it can help shave years off your study.

No one can guarantee results when it comes to copywriting. And I can’t tell you how long it will take you to master it. But I can tell you that if you follow these steps, you’ll have a much better understanding of what works and what doesn’t and you’ll become a much more successful copywriter than you are today.

**What’s HOT at GKIC** If you are ready to learn from the best copywriter I know, (hint: Dan Kennedy), I’ve arranged for you to receive a 3 payment option for what I consider his best copywriting course Copywriting Mastery and Sales Thinking Bootcamp. Plus, because I think the copywriting critique is so valuable, I’ve asked our top GKIC copywriters to offer you two free critiques (a $994 value) when you purchase Copywriting Mastery and Sales Thinking Bootcamp by midnight, Monday.

Not only do you get Dan’s best copywriting training, you’ll also get a huge swipe file with many, many examples, proven formulas for writing, tips on how to write copy faster and much more.

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What You Need To Know (And Understand) About Writing

By: Dan Kennedy on: August 8th, 2013 1 Comment

In June, I got to scratch off another bucket list item.

I finished, printed, bound and shipped the mystery novel Win, Place, Or Die.   I earned a “with Dan S. Kennedy” writing credit underneath celebrated mystery writer Les Roberts’ name on the front cover.

You may now buy your very own copy. It would be good if you did. It’s a good story and an entertaining read.  You’ll enjoy it.

Of course, it’s not enough that it has been published. To really satisfy me, it needs to be successful.

The population of novelists is not tiny, but it’s not large either. There are more dentists than novelists.

Within it, the population of successful novelists is smaller, obviously, and small relative to, say, all the unpublished mystery novelists.

Getting to contribute to a novel with a successful mystery writer, and having your own characters and plot ideas on the pages, is somewhat like getting to be a circus acrobat. Small fraternities, in ratio to all aspiring acrobats.

A lot of novelists early in their careers were in advertising. And a lot of copywriters are currently ‘working on’ their first novel. Of course, they aren’t alone. A lot of people dream of being a published and successful novelist.

Having writing mountains of ad copy and more than 20 published non-fiction books, I can tell you: fiction is much harder than ad copy or non-fiction. I learned some things by working on this, which I may or may never use for writing fiction, but that carries over to my other writing.

There is one way in which fiction bears less pressure than ad copy. Sales copy actually needs to sell. There are objective financial measurements of its success or failure, and the pressure on a direct-response ad copywriter to put something out there that creates response is enormous. It can feel like a 1,000 pound weight atop your chest.

For the kind of non-fiction I do, and many business authors do, there is also a need for direct response, for success; readers must be moved from the business book to a web site or a phone number. From  there they need to be moved to engagement and, ultimately, to buying your product or service, joining an organization, coaching group or membership site, or attending an event.

The novelist needs only to intrigue and entertain.

As a business owner, your ad copy and business books have to intrigue and entertain as a novel does, PLUS get direct response and convert readers to buyers of your goods and services.

Keep this in mind when you are judging copy written by you or by a hired copywriter.

The objective of good copy isn’t about pleasing others, be it you, your peers, copywriters or their peers, or even the public.  In fact, it can’t be the objective any more than if a professional speaker, speaking to sell, made his objective to get applause or a standing ovation. The only standing ovation that ever interested me was them standing up to turn and stampede to the product tables at the rear of the room or arena—to line up and buy.

Of course this means you have to juggle and counter-balance pragmatic objectives and personal preferences.

So within the copy presented, it is good if you can draw the satisfaction you need, without needing it from others, and without it interfering with the mission-critical objective(s) you need it to achieve in the marketplace.

That said, you should have reasonable standards and obtainable objectives when judging whether or not your copy is successful. And you should understand and realize that while the goal of copywriting is to entertain, intrigue, get direct response and convert readers to buyers, it is unreasonable to expect every endeavor to be positive. Not even the best copywriters in the world can guarantee a successful and positive outcome every time they write.

Anyway, I can now get away with legitimately adding “novelist” to my list of life credits. I doubt it will change anything. I have no expectations or intentions. But I will continue to have expectations for my copywriting work and you should too.

NOTE: In today’s fiercely competitive landscape, your business cannot afford the risk of ineffective copy. Make sure the copywriter you hire can effectively execute GKIC marketing campaigns so that you are making money, instead of leaving it on the table.

To increase your chance of victory, we’ve put together this 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!”

True, you’ll probably have to pay more for a good copywriter, but it’s worth it when you consider that bad copy wastes your precious dollars and costs you sales.

There is no charge for this report. I highly recommend you take a few minutes to read it now.

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Are You Treating This Important Sales Tool As Trivial?

By: Dan Kennedy on: June 16th, 2013 7 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.

But 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:  The truth is EVERY element in your copy should be given thought to—what its function is, just as much as the P.S. 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.

Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

 

Can Barbra Streisand And Seth Rogen Turn You Into An Electrifying Salesperson?

By: Dave Dee on: May 16th, 2013 2 Comments

Have you seen the movie “The Guilt Trip”?

It’s the one starring Barbra Streisand and Seth Rogen where Rogen plays the inventor son who takes his nagging mother on a cross country trip while he tries to sell his invention.

Rogen’s character, Andy, has invented this cleaner which is so safe you can get it on your skin, in your eyes, even drink it and it won’t hurt you.

It took him five years to come up with the formula. He spent his entire life savings manufacturing tons of product (before he sold it.) And then set up appointments with major retailers like Costco and K-Mart to see if they would be willing to carry his product in their stores.

Besides the obvious big lesson here of testing to see if anyone is interested in your product or service before you invest tons of time and money in developing it, there is a great sales lesson in this movie.

You see, watching Andy’s pitch is painful—and while it is exaggeratingly bad, it gives some great clues about what not to do and what to watch for during your own sales presentations.

The reaction of the people Andy pitched his product to reveal clues as to what you should look for to determine if you’re on the wrong track when pitching your own products and services to your clients, customers and patients.  Things such as…

  • Shuffling in their seat
  • Checking their phone for emails
  • Staring at someplace other than you

What made Andy so bad? Well he spent all of his time on the scientific facts of the product—which was pretty boring. In other words, he focused on what HE thought was interesting instead of what his audience would find interesting.

Plus he didn’t emotionally hook his audience.

Once again Andy was focused on what he thought was important instead of what was important to his audience.

For example, Andy thought it was interesting that he was able to find the exact natural ingredients to create a cleaner that was not only safe, but didn’t contain any chemicals. While this is why his product worked, this wasn’t the first thing Andy needed to focus on.

Plus, he failed to find out or ask his prospective clients if they had pets or children that might get a hold of a cleaning solution in their own homes. Can you see how making his prospect think about his or her own pet or child may be in grave danger would hit a hot button?

In the end, with a suggestion from his mother, Andy is able to capture the audience’s attention and truly captivate the Home Shopping Network.

What made the difference?

Andy discovers that the person doing the screening test with him has a pet and a young child. So he shows her a familiar cleaner and asks if she uses something like that in her home, to which she replies “yes.”

Then Andy takes the cleaner he invented, takes the cap off and takes a swig of it right there on camera, asking if she could see the cleaning company whose product she uses doing that with their cleaner.

Would that get your attention?

I know it’d get mine!

The problem is that we don’t always do live pitches right? In fact, for some businesses, you may do all of your business online and may never even engage in live interaction at all.

So how do you look for the signs that you are boring your customers?

Well, tracking the time visitors spend on your web site and watching your videos can give you some indicators for starters.

But there is actually a much better way—something that you can use to make sure you never bore your audience and ensure they connect with you every time.

In fact, it’s the explanation behind why certain entrepreneurs get clients to buy and believe while others are often forgotten and ignored.  And best of all, it’s simple to do, once you understand it.

What’s cool about this is that rather than trying to convince someone your product or service is cool or interesting or superior, it automatically gets your audience to drop their barriers, stop being skeptical, believe what you say and trust your opinion.

In essence, it does what Andy did when he drank his cleaning solution: It taps on a hot button so powerful in your audience’s brain—in a predictable way—that people instantly focus on your message.

And that’s what you want people to do, right?

The reason this is important is because it no longer is enough to have the best product or service.  While fictional, Andy’s invention is a classic example. Who wouldn’t want a solution like Andy’s? One that wouldn’t kill you or make you blind if you happened to ingest it or get it in your eye.

Yet, no one and I mean no one, cared about Andy’s product…until…

Andy identified the way to capture 100 percent of his audience’s attention.

And that is step one.  You need to identify what will capture 100 percent of your audience’s attention. Because in today’s instant gratification society your battling shortened attention spans and an increasingly crowded message marketplace.

As he leaves the presentation, Andy and his mother discuss other ways they can capture 100 percent of his audiences’ attention in the future.

And that my friend is step two. You see, once Andy understood how he could get people to focus on him, he could replicate that and make his sales predictable in the future.  In order to succeed, you need a predictable, replicable way to immediately make a powerful connection with your audience, no matter what new products or services you introduce.

Recently I took a test that helped me to understand how I personally captivate people.  In essence, it helped me to better understand what I bring to the table naturally that helps me earn people’s attention so they want to stay focused on what I’m saying instead of heading to the next shiny object.

I discovered the exact things that make me be able to generate $300,000 in sales in a 90 minute presentation…so I can do these things each and every time—making sales predictable. (Take the test here to find out how you capture 100 percent of people’s attention here.)

In a distracted world, if nobody hears you, notices you, and remembers you, then they won’t be taking action on your message. If people aren’t buying your products or services the way you believe they should be, then take the time to find out what people find interesting about you so you can communicate this more consistently and predictably in order to get them to focus 100 percent of their attention on you.

NOTE:  Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

What Tim Tebow Can Teach You About Marketing…

By: Dan Kennedy on: May 9th, 2013 17 Comments

Lately, the recently waived NFL quarterback Tim Tebow has the media discussing where his next job should be.

He’s one of the most talked about players in the NFL. And whether you love him or hate him, you’ve probably talked about him too.

What’s interesting is how this player who has shown less than spectacular results in his NFL career, is one of the most popular players, not only in the NFL, but perhaps in the history of the NFL.

When Tebow arrived in New York, there was plenty of fanfare. There were billboards that welcomed him. Sandwiches were named after him.  And his jersey was one of the top sellers in the league before he even made his first snap in the NFL.

The question is why?

Over the past decade or longer, there certainly have been football players and coaches that have had far more success who never made it to the spotlight…and the money, the way Tebow has.

To prove my point, yesterday a football coach by the name of Larry Kehres stepped down as the head coach of Mount Union college. During his 27 year career, he has coached 359 games.  His record is three games ending in a tie,  24 games ending in a loss, and an incredible 332 games resulting in wins. And he won 11 Division III national championships.

He is the most successful football coach of all time, yet most people have never heard of him.

There is a lesson here if you look for it. What made Tebow into such a media sensation? What has made him one of the most talked about players of all time? And what has kept Kehres relatively abscure and unknown?

He’s an underdog. He’s likeable. He has a personality that is consistent and unwaivering.

One comment from a writer sums it up, “In America we love the story about the little guy. The guy who people believed couldn’t get the job done and then finds his way to do just that, and in dramatic fashion.” And this is what makes Tebow so memorable.

It’s an important point and one that Dave Dee made at SuperConference this past week.

If you tuned in to SuperConference via the web Saturday or were at the event itself, you heard Dave reveal the precise steps to take to dominate your market and transform your business.

You may have missed it when Dave revealed this secret during his presentation…

It came right at the beginning of Dave’s talk when discussing my number one recommendation for client retention – the print newsletter.

During his discussion of newsletters, Dave shared GKIC reader’s favorite part of the No B.S. newsletter.  You love to read the stories and political rants I write at the beginning of the newsletter… about what “pisses me off.” (I believe those are the words Dave used.)

This “reader favorite” is what has allowed me to keep customers hanging around for years.

Here’s the thing. The information you provide your customers won’t keep them for life. But the clue I’ve given you here is what keeps people coming back again and again and gives your business longevity.

In fact, adding a consistent personality to your copy is my number one copywriting secret that most marketers will never know.  It’s provided me with the privilege of keeping  customers for decades.

But it’s not just in your copy where you will benefit from capitalizing on your personality.

If you want to make your products and services more memorable and add longevity to your business, you have to inject it into everything you do.

In Florida there is a deckhand on a ferry boat named BJ Hart. Hart is a real character. He jokes with passengers, salutes people, sings, dances and is in my mind a big reason why the ferry, which is in danger of going under, is still operating. People ride the ferry just to see this guy.

Now I’m not saying you have to be the underdog like Tebow or sing like Hart or go on a political rant like I do, but you do need to develop consistent  interesting character.

Because if you’re going to go to the trouble of getting a customer, you want to keep them for life. And if you don’t inject personality into your business, then you’ll keep customers, clients and patients for maybe a couple of years. But if you want to keep them for life, you better figure out what Tim Tebow already knows—that to be memorable requires personality.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

Six Pro Copywriter Tips To Make Your Copy As Strong As Possible

By: Darcy Juarez on: April 25th, 2013 28 Comments

What is good copy? What is bad copy? And how do you tell the difference?

This past year, I attended the American Writer’s and Artist’s Inc. (AWAI) copywriting boot camp.

AWAI is best known for training professional copywriters. Which is why I went to scout out copywriters at AWAI’s Job Fair. While there, I spoke with AWAI’s co-managing partners Katie Yeakle and Rebecca Matter.

One of the things I learned was some great tips for how they review the copy they receive from writers to help make the copy they receive even better.

Because let’s face it, whether you write your own copy or hire someone else to do it, you want to make sure it’s the strongest it can be.

So here are some tips I learned from Katie and Rebecca about how to review your copy:

1)     Read the copy out loud.  When reading your copy out loud, if you find a place that you stumble, inevitably this is where your reader will stumble too.  This is a great indicator that there is something wrong that needs to be fixed.

2)     Read for one type of edit at a time.  When editing, there are really different types of editing you should do. One type of editing involves looking for spelling and grammar errors, missed words such as “not”, or misused words such as “they’re, their, or there”.

The second type of editing involves looking for clarity and accuracy in the copy. Is the come clear? Does it get your message across clearly? Are there better word choices that could make your copy stronger or places where an example might help to clarify?

By reading through copy more than once, focusing on only one specific type of editing task each time, you’ll be able to zero in on places that may need work. Some editors suggest you narrow down your focus even further, for example, looking for places where you can use action verbs instead of passive ones for example.

3)      Use the CUBA method.  This is a great method that anyone can use. In fact, you can have your family, your staff, etc. use this to help make your copy stronger.

The idea is to give the content to several people to read. As they read through, have them identify any areas where they find the copy confusing, unbelievable, boring or awkward. To indicate these areas, have them mark a C, U, B, or A (Confusing, Unbelievable, Boring, Awkward) directly on the copy.

4)     Use track changes and comments.  Having several reviews/editors with different comments can get confusing for anyone. If you want to make sure all of your edits are addressed, using the “track changes” and “comments” under your review section in WORD is one of the best ways to send edits back to a writer.

5)     Check for readability. When proofing your document in Word, you can check “show readability statistics” under your preferences for Spelling and Grammar.

When Word has completed checking your spelling and grammar, it will show a screen that gives your Readability score. This measures three things:

The first is your percentage of passive sentences. Reducing passive sentences makes your document stronger.

The next measure is something called the Flesch reading ease. You’ll find the best copywriters keep this around 80% or better, although this can be difficult and may not be achieved when there are technical terms involved.

The last score is the Flesch-Kincaid grade level. This rates your text on a U.S. school grade level. Ideally you want your level to fall around a sixth grade level, no matter how intelligent your audience is because it makes your message easier to read.

6)     Print it out.  It is easier to catch mistakes on a printed page than on a computer screen.  This is especially true if you do your own writing and don’t hire someone else to write your copy for you.

What methods do you use to help make your copy stronger? I’d love to hear them in the comments below.

NOTE: Knowing that you are looking at reasonably good copy and understanding why it’s good will help you make better decisions, hire better copywriters and get better results. Inside 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!”  is what every business owner should ask before hiring a copywriter.

So if you plan to hire a copywriter to give you an advantage, be sure to get GKIC’s FREE report here.

Begging For Change To Millionaire In One Year. His Secret Revealed…

By: Darcy Juarez on: March 26th, 2013 1 Comment

He was abused and started drinking as a teenager.

Ending up homeless, he begged on the streets for change in order to survive.

Today Toronto Canada native Francis O’Dea is a multi-millionaire.

O’Dea says, “One year I was broke, the next year I was a millionaire.”

What is his secret?

He says for six months he lived on the streets with no clue as to what he wanted or how to get out of his current situation.

He changed his circumstance by changing his focus. 

He got a job and focused on turning his life around.  Later, with a friend, he opened a little coffee shop naming it, “Second Cup.”

Today, Second Cup is Canada’s largest Canadian-based specialty coffee retailer with more than 360 cafes across Canada.  Although, O’Dea sold his shares in Second Cup in 1988 when they had 150 locations, he went on to enjoy an extremely successful business career, receiving the Order of Canada in 2004.

While sometimes it’s a lack of focus on what we want that causes us to stay stuck, other times it’s caused by getting too comfortable in our routine and not knowing how to change our situation.

By just shifting your focus, even slightly, you can create big wins.

Here are some simple ideas for where you can shift your focus to improve your business and your income:

Sharpen your marketing. If your marketing isn’t working the way the way it used to, a quick way to correct the problem is to consider hiring a professional copywriter to audit your copy. While it may make more sense to start fresh, sometimes an audit of an existing piece of copy or funnel can identify slight changes and quick fixes that will make your marketing fresh and profitable again.

Before you hire a copywriter, be sure to read our 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.

Check your client-attraction system. If you aren’t earning the income you desire, focus on doing one thing every day towards getting more and better clients.  Fine-tune your approach, learn how to identify and attract clients who can pay you big money right now. (Dan Kennedy will introduce and present his new “Specific –Customer-Focus Process® at SuperConference May 2nd –May 4th)

Specialize in a niche. Narrowing your focus in your industry can quickly increase your income.  If you’ve already picked a niche, see if there are courses or certifications which can further qualify you as an expert in your chosen specialty.

Identify a gap. Look for an area which is not being covered well or is in big demand.  For example, Mike Capuzzi of CopyDoodles saw a need in the copy cosmetics field as there were no real options other than to hire a graphic artist or to individually mark up your copy and try to photo copy it. By creating a product to fill that gap, he quickly rose to the expert in his field. Concentrate your effort on identifying and filling a need.

Focusing on the most important activities which keep your business growing is what separates the most successful businesses in the world from the businesses that spend their entire shelf life wondering why nothing they do seems to work.

So if you’re wondering how to bring your business up a notch, look at how you’re spending your time—you might just need a slight focus adjustment.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.