Internet Marketing
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The Story: There’s a raging debate about whether long copy still works on the web, but the answer is surprisingly no different than it was 100 years ago.
The Point: Long copy sucks (the money right off the table!). The reason long copy works is the same as ever. You must answer every possible objection in order to make the sale.
The Resource: The Death of the Salesletter
3 Ways To Use Long Copy To Rake In More Sales:
1. Tell more (and better) stories.
2. Pile up a Preponderance of Proof
3. Explain your key points and propositions in a simple, step-by-step manner.
Immersion Increases Income
As I write this, I’m at a seminar (it’s the Big Seminar, put on by my buddy Armand Morin).
I attend a lot of seminars.
I believe in doing that; it’s probably the best way of expanding your mind, your contacts, and your bank account.
I have noticed something, however.
A lot of people will leave a “live” seminar event full of excitement. Bursting with ideas. Ready to take on the world.
And then, when they get back home… reality takes over, and most of the “great ideas” will never get done.
Dissolve Skepticism Like Magic
The Story: Let’s assume you’re writing your own copy (maybe you can’t afford to hire a professional, or you just love writing copy for your own products).
One of your first tasks as a copywriter is to break down the skepticism that your prospects (readers, site visitors, subscribers) are feeling, and get them to believe you - even just a little bit.
The Point: How do you break through that skepticism? Testimonials and proof elements.
The Resource: Any late-night infomercial
3 Ways To Use Testimonials or Proof:
First Get Their Attention
The Story: If your copy can’t cut through the clutter, you never be able to make the sale.
The Point: The reason the old formulae are less effective is: it’s harder to get people’s attention these days. Time to step up your game.
The Resource: Attention Age Doctrine
3 Keys To Grabbing Their Attention:
1. Change Their State.
2. Stop Their Inner Chatter.
3. Appeal To Their Greed, Lust, Or Moving-Away Values.
Click for the Podcast Audio:
Hemingway On Copywriting
The Story: Follow Ernest Hemingway’s Four Simple Rules to improve your copywriting (or any writing, for that matter).
The Point: The more effusive and melodious your prose, the greater the certitude you will obfuscate the concept you are laboriously attempting to elucidate; eschew obfuscation.
The Resource: The Elements of Style
Hemingway’s Rules:
1. Use short sentences.
2. Use short first paragraphs.
3. Use vigorous language.
4. Be positive, not negative.
Note: I have written about Papa’s rules in the past. This time I decided to do a little research before doing the podcast, and found different versions. So who is right? I don’t know. My favorite version, though is at Brian Clark’s Copyblogger site.
Myspace Or Yours? Marketing 101
The Story: One of copywriting’s oldest maxims points out one of marketer’s biggest failures.
The Point: It’s not your website. It’s theirs (if you want to succeed).
The Resource: YouTube
How To Make It About The User:
1. Know your users.
2. Know your users.
3. Know your users.
Click for the Podcast Audio:
Britney Spears Teaches Marketing
The Story: Britney Spears knows how to get your attention.
The Point: While there’s a lot of debate about Britney’s musical talent, career choices, and parenting potential, nobody can argue that she doesn’t know how to get our attention.
You can learn a lot from a diva.
The Resource: Attention Age Doctrine
Keys To Capturing Your Prospect’s Attention:
1. Be relevant to their lives.
2. Give them more of what they want.
3. Don’t betray their expectations.
Click for the Podcast Audio:
Selling Tips From Tony Robbins
The Story: You can learn a lot about selling by watching what Tony Robbins does at his seminars.
The Point: Sometimes it’s more important to emulate what people do than to listen to what they say. Study what Tony does to drive the revenue stream at his company.
The Resource: Tony Robbins
3 Simple Selling Tips From Tony Robbins:
1. Sell people what they want; give them what they need.
2. Create a subculture with its own language.
3. Engage the power of commitment and consistency.
Click for the Podcast Audio:
To Sell More, Use Proof
The Story: The biggest mistake most online marketers make is not offering enough proof in their marketing.
The Point: To dramatically increase your sales, offer a preponderance of proof.
You should use several different types of proof in your selling process.
The Resource: Answers
3 Quick Ways to Prove Your Marketing Claims:
1. Customer testimonials.
2. Third-party endorsements.
3. Case Studies.
Click for the Podcast Audio:
Apple Grows Using Repurposing
The Story: The most underused tactic for increasing sales and profits is repurposing; Apple is the best example of how to do this.
The Point: Learn to repurpose your products as well as those of others for maximum profit.
The Resource: Apple
3 Ways To Repurpose Your Content or Products:
1. Change print to text.
2. Change audio to text.
3. Change text to articles, blog posts, press releases, and emails.
Click for the Podcast Audio:
