The other day I was reading a promotion from the legendary Jay Abraham. I had absolutely no interest in the product considering it was an advertisement selling a seminar that happened 2 years ago, but I figured I would read it anyway to see if I could pick up any little tips or even get some inspiration.
As I was skimming through the 24 page letter I came across the following paragraph:
The problem with most businesses is a story of misplaced devotion. Misdirected businesses fall in love with the money they make. Mediocre companies fall in love with their product or service. But all GREAT enterprises share this exhilarating trait…
They habitually and continually fall in love with their clients and treat them as valued and revered friends. They find ways to bring an enhanced advantage, protection, benefit and value into their lives.
And it begs me to ask the question…
If not, you’re doing yourself as well as both your clients AND your prospects as disservice.
You see, in this business…compassion is the mother of all emotions.
If you can’t genuinely feel compassionate about the subject you’re writing about – your copy and overall marketing is going to be WEAK. Plus, your prospects will be able to see right through it.
And if you aren’t compassionate towards your clients – you’re not going to be able to do the best job you can for them.
In a previous post I talked about how Ryan Healy taught me how to be compassionate with my clients personal lives to create higher converting copy.
And the exact same principle applies to your prospects.
Let me give you an example with 2 jobs I’m currently working on.
One job is for a client – the other is for a partner.
For my client job, I’m writing a direct mail piece which is going to be sent out to 200,000 people at the beginning of the year. These prospects all have the same problem – clogged arteries.
In order for me to do my job correctly, I have to get inside their minds and literally and emotionally FEEL what it would feel like to have clogged arteries.
Incredibly serious and scary things like…
You see, if I didn’t research my butt off and actually take the time to be sympathetic and compassionate with these group of individuals…my copy would SUCK – end of story.
But I am taking the time to understand what it would be like – even though I’m a young guy with no heart or artery problems whatsoever.
The other niche I’m about to launch a product into is a niche where the demographics are nearly ALL women. However, when my partner read the copy – he thought it was absolutely brilliant.
He said something like “Jeremy, I can’t believe how much you connected with this group and really developed such an emotional connection with them, understand exactly what they’re going through and connecting with it – you’re the complete opposite gender AND age! By the time I got done reading the copy, I literally wanted to buy the damn thing”.
So once again…it’s not because I’m in the same boat as my prospects or even because I did research.
It’s because I literally took time to sit down and FEEL what it would be like to be my prospect.
And if you’re not doing that…your copy is NOT hitting on an emotional thread and you’re not producing the copy you could be producing.
The formula is really pretty simple.
Understand and connect with your prospect…and your conversions will go up – every single time.
There are a lot of ways to teach yourself copywriting, but as with everything else – some ways are always better than others.
Today I’m going to talk about teaching yourself copywriting in what might not be the “easiest” ways….but the most efficient.
If you’re a beginning copywriter and looking to become a great copywriter quickly you’ll want to take this post very seriously as I’m going to teach you how to move up in the ranks much faster than you would if you were doing it on your own.
The thing I love about copywriting is that even if you have some kind of “killer copywriting tip”, you honestly NEVER know what the tests are going to show.
Sometimes the killer copywriting technique you’re using is “supposed” to boost conversions, but for some reason it doesn’t with your market.
Other times you’ll honestly think you have a winner and it turns out to be a complete dud.
And it’s frustrating!
So in today’s post, I’m going to give you 3 killer copywriting tips that are guaranteed to get your prospects eating out of your hands.
And the best part is, they’re easy to do!
1) Video– I literally don’t think I’ve ever seen an instance where video didn’t boost conversions. In some markets, with some scripts and with a certain person in the video it might not boost it as much, but I’ve literally never seen it NOT boost conversions.
2) Telling A Story – I’ll be frank here…most copywriters are simply too dam lazy to talk with their clients for 30-60 minutes before starting a project to get their story. And even if they’re not talking to them on the phone, at least they should be researching the person to get it! As they say “facts tell, stories sell”. Well, they’re not lying. Add stories to your copy (usually in the beginning is best to reel the prospect into the copy) and watch your conversions soar.
3) The “I’m Just Like You” Technique – Making your prospect feel like the voice in the copy is just like them is VERY important. People want to buy from people similar to them who’ve overcome similar obstacles and challenges. They want to feel like they can trust that person. Why? Because when you’re just like the prospect, you understand the prospect and what they’re going through. And no matter what anybody tells you (whether it’s a man or a woman), we ALL want to be understood and feel sympathized for what we’re going through.
I know there are a lot of killer copywriting tips, techniques and all that jazz out there – but I can pretty much guarantee you that if you go back and insert these 3 techniques into existing copy…your conversions WILL jump. Sometimes as much as 100% or higher…just using these 3 things!
Ever experienced burnout?
Sucks doesn’t it?
In this post…I’m going to show you an amazing exercise that I believe is a great defense against burnout. Not only will it get you through the burnout phase faster – it will also help eliminate it or at least make it occur much less often.
No matter what your profession is – whether it’s a banker, copywriter, athlete or a monkey trainer – you WILL experience burn out from time to time.
Virtually every single person I know has experienced a serious bout of burnout at some point in their lives, and if you haven’t yet…you will.
To put it in plain English…burn out is inevitable.
It makes you depressed, causes you to be ultra-stressed out… and it costs you money.
What you need to do is figure out how to minimize your burn out rate and, if you understand this concept well enough, possibly even eliminate it altogether.
How To Say Sayanora To Burnout For Good!
One of the most powerful exercises I’ve ever done involved taking a break from what I was doing, getting out a piece of paper and pen, and jumping into my own subconscious mind to see “hypnotize” myself into realizing I shouldn’t be burned out and that I have the best “job” ever!
The reason you need to get into your subconscious is simply because the chances are… on the outside you really don’t consciously know what you’re writing for.
You may think you’re writing for money, but you’re really not – You’re writing for the experiences money buys. You’re writing for the vacations, the toys, the time you can spend with your family, the trips taken to places you thought you’d never see, and the freedom from the stress caused by not having enough money to pay the bills.
You may think you’re writing so you can write from anywhere in the world, but you’re not – You’re writing for the ability to not have to listen to a “boss” for the rest of your life telling you when and how to work. This is a VERY common trait and one of the biggest reasons people become entrepreneurs and copywriters.
You may think you’re a writer for “time freedom”…but you’re really not – You’re writing for the ability to take time off when you’re sick without needing to lose a sick day, the freedom to watch your kids when they get sick, and the chance to go golfing and have a beer with your buddies on a Wednesday afternoon.
As you can see, you’re not really a copywriter or entrepreneur for the reasons you think. Although it may seem like it on the surface, you need to really dig.
Then dig a little deeper…
Then get one of those giant hole-digging machines, sticking the huge claw in the dirt, and dig even further.
You see…time freedom, writing from anywhere in the world, and money are all SURFACE level desires. Sure they sound great, but you’re a copywriter and entrepreneur for the individual memories and experiences that the copywriters lifestyle can bring you.
So Here’s What You Do
Get out a piece of paper and a pen or pencil. DON’T use your computer.
Draw a line down the center of that piece of paper and on the left side, write “SURFACE” at the top. On the top right hand side write “DIGGING DEEPER”.
Then on the left side, write down the reasons you’re in the profession you’re in. Why did you pick that profession?
You might come up with “high salary, time freedom, etc.” like I just showed you.
Then on the right side of the page, list out all the individual benefits those surface level desires bring you.
For example money brings you fancy toys, a less stressful life, the confidence in knowing you can provide for your family, experiences you’d never be able to have without having that much money, and many other things.
Do your best to come up with at least 5-10 deeper desires for each of the surface level desires you write down.
Then…SAVE THAT PIECE OF PAPER.
I recommend looking at it daily, but if not just do yourself a huge favor and save it. Then, when you’re feeling burned out…take a 5 minute break and simply meditate on that piece of paper. Realize what an amazing life you really do have and why you shouldn’t feel stressed. Try to visualize all your dreams you can achieve by the profession you’re in.
This simple exercise has helped me so much I can’t even begin to explain. Just by simply listing out the reasons why you’re in the profession you’re in somehow makes you feel much better – and can not only reduce the time you feel burned out, but possibly even eliminate it all together.
Now take out a piece of paper, give it a shot, and let me know what you come up with!
If you’re a copywriter worth his salt, you should be on the mailing lists of several “big shots” in the copywriting industry and getting direct mail from them on a regular basis.
For example I’m on the mailing lists of all the big name direct marketing health companies such as Health and Healing because that’s the niche I’m in.
Well, if you’re on the list long enough you’ll start getting direct mail selling newsletter subscriptions, and if you look closely you’ll notice something very subtle yet incredibly powerful.
They’re selling the premiums – NOT the main product!
And there is a very clear cut reason for doing this. It’s quite simple actually.
You see, with a newsletter – you’re getting different information each and every month. And obviously since you’re only writing them once a month, you won’t know what the people will find out in the next few months – especially in the financial and health industries since new information is coming out on a regular basis.
And since you can’t sell people by saying “well just trust us that you’ll be learning a lotof great information in the coming months” – you instead make some incredibly powerful premiums (AKA bonus reports) that your magalog or whatever medium you’re using is focused on.
And you sell people on the premiums instead, because with the premiums they’ll know exactly what they’re going to learn.
Another Reason To Sell Premiums Instead Of The Product
Now normally – selling a premium instead of a newsletter is a great idea. However sometimes you can also sell the premium instead of the main product when the main product sucks.
I don’t see this happening all that often, but if you come across a main product that sucks and the premiums are great, you might think about split testing and selling the premiums more than you sell the main product.
Just as in newsletters, you would talk about all the benefits of the premiums then say something like “and when you purchase “product name here” today – you’ll receive these super-awesome bonuses as my personal gift just as a thanks for trying it out!
(obviously you shouldn’t say “super-awesome” bonuses…unless of course the voice you’re talking in is that kind of bubbly personality!)
If you want to see an example of this, I HIGHLY recommend going out and seeding yourself on a mailing list of one of the “big name” businesses in whatever niche you’re in. Usually they sell newsletter subscriptions via magalog or a similar medium, but you might see them coming in different packages as well.
You can also try to look for different newsletters online, but it might be a little harder than getting yourself on a direct mail companies list.