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Friday, January 06, 2006

Copywriting Compels or Repels - Which One Does Yours Do?

Copywriters are two a penny. Aren't they?

Anyone who can use keyboard and spell checker can be a copywriter.

Often in a small to medium business it's the business owner who is the copywriter.

Funnily enough that's often a good thing.

The reason? They have the passion for the business. They know exactly what clients like about their service or product. They know their typical client inside out.

The main problem that business owners face is ...

Simple Lack Of Time!

Yes I know it's something everyone in business feels. But as the owner there's so much more you feel you should be doing. Things like:

  • Getting New Clients
  • Making sure staff are doing their best work
  • Fire fighting - yes we know we shouldn't have to
  • Thinking of the next product or service
  • Juggling the finances

Consequently copywriting is usually at the bottom of the list. It's not seen as a money generator.

And yet ... That's exactly what it is!

How else can you use your best salesperson to talk to a hundred, a thousand or ten thousand prospects at once? Talking to that many people at once you're going to get some people raise their hand. New clients and old.

Depending on how good your offer is and your ability to write magical prose of course.

What about the ezine you know you should be writing to be seen as the expert in your field? Yes that too has the potential to get you clients.

What about your brochure? What about your series of letters and email follow-ups?

Everything that you need to have in place so that each prospect is automatically fed into a qualifying funnel. The result is that some become customers.

The bottom line is that you're used your best sales strategies in all your writing. Your prospects know your benefits. All down to what and how you write to them.

And you only have to do it once. Then you use your follow-ups to keep in peoples minds.

Is it cost effective?

What other salesperson can you buy for a few thousand pounds and then use forever to qualify or get your prospect to buy for just pence?

So how do you know good copy once you've written it? Check it against people you know are good copywriters. For example...

There's a piece of copy that Peter Thompson wrote for his Achievers Edge programme which I loved. The reason?

It listed all the famous business and self-development people Peter has interviewed and said would you like to hear 36 of them at a seminar? Then it went on to make the point that you didn't even need to attend a seminar because Peter's programme brings it to you.

The point Peter's making is that Achievers Edge is amazing value for money when you think in that way.

See what you think fo the copy. I've extracted a chunk from his sales letter, which ostensibly is about setting prices for your goods or services:

"Now here's my way of positioning a price:

You can imagine getting an invitation to a seminar where the
following happens:

The seminar is a full two-day jam-packed event, there's a
total of 14 hours and 24 minutes of actual 'speaking' time.

It's hosted by the UK's leading strategist on business and
personal development.

There's a total of 36 speakers!

Yes - 36 speakers and each one is only allowed to talk for
20 minutes.


Because then there's no waffle, no wandering off the point - each speaker concentrates on giving you the very essence of their message, their key proven ideas on being more successful in your business and in your life.

The speakers list reads like 'who's who' in business and
personal growth.

Such as:

Prof. Robert Cialdini, Rebecca Stephens, Tony Buzan, Ric
Eidelman, Paul Daniels, Brian Tracy, Tony Robbins, Deepak Chopra, Wayne Dyer, Tony Allesandra, Barry Hearn, Steve Bennett, Richard Richardson, Simon Woodroffe, Jonathan Jay, Sir Ranulph Fiennes, Yanik Silver, Craig Garber, John Polish, Jim Rohn

the very best of the very best.

Wouldn't that be a inspiring weekend? I know I'd be there.

BUT what would a two-day seminar of that 'magnitude' cost
to attend? £3,000? £1,200? £600?

Well at least £600 - agreed?

Oh and of course there's going to be your travelling time
and costs, your hotel and food costs - all amounting to about another, let's say £400 - so it could be in the region of £1,000!

OK - now another important point

What about your use of the ideas you pick up? You have to rely on the quality of the notes you take.

And if you miss a speaker because you've popped out of the
room for a couple of minutes for a break you've completely missed their ideas.

Can you imagine taking useable notes for 7 hours 14 minutes a day over 2 days - maybe!!"

Then Peter lists the benefits of having the speakers available when you want, as often as you want and where you want.

As you know I'm a subscriber to Achiever's Edge so Peter doesn't need to persuade me. But I just loved his imaginative use of copy. What do you think?

My main point though is this:

"you must write good copy for all the information you put out.
Otherwise your chance to intrigue and interest your customer simply dies unread."

And guess what?

So does your sale.

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