How To Succeed As A Copywriter Without Ever Lying

My partner Michel Fortin recently introduced me to James Chartrand’s MenWithPens blog.

James speaks with the authority of a grizzled veteran of the marketing trenches.

His recent post on KissMetrics unsparingly carves up the seamy underbelly of the world’s third oldest profession -”salesmanship in print” – or copywriting. (You did know the copywriting profession had a seamy underbelly, right?)

It took James just 10 swift strokes to run-through the most egregious “worst practices” engaged in by certain of our brethren – and if you’ve dealt with copywriters for very long at all, you’ve no doubt been subjected to some of them yourself.

I’d quibble with a few of James’ points.

In fact, in well-defined situations, some of the statements James calls “lies” are easily defended. But that’s not my objective here – and for the most part he’s giving solid advice.

Without question, the copywriting craft attracts a fair number of sleazeballs.

After all, we get paid to persuade – and in the big bad world out there, the lines between selling, seduction, manipulation and flat-out skulduggery seem to be violated as often as they’re honored.

But I’m of the opinion that the overwhelming majority of copywriters want to do a good job. I’d even wager James agrees with me.

Because even if your heart is blacker than Hannibal Lecter’s, it doesn’t pay to continually shank people.

And the copywriters I’ve been fortunate enough to meet – especially those that enjoy long-term success – are for the most part extremely generous.

They’re also honest about their capabilities and the limits of their craft.

Now it’s true there are some real reprobates out there. But you’ll find those sorts everywhere – especially when one group of people (marketers) is paying another group (copywriters) – for the express purpose of inducing folks to part with significant sums of money.

If you’re new to marketing, and want to avoid paying the naive tax… print up James’ harangue, tape it to your computer and read it before during and after you get on the phone with a copywriter (or anyone else who’s asking you to pay money for services for that matter).

I don’t need to add much to James’ warning to marketers.

Instead, I’d like to speak directly to you – the fledgling copywriter – about the best ways to avoid taking even that first step down the road to copywriters’ perdition.

Now I trust you take your standards and ethics seriously, but here’s the thing…

Any copywriter worth their fee has to have the ability to convince a target market that the widget they’re selling is absolutely the BEST widget ever created.

But you’ve got to go even further than that.

You have to leave no doubt in your prospects mind that buying this particular widget – and ONLY this widget – is the surest path to true salvation.

In order to do that, you have to believe it yourself for at least as long as you’re selling that widget. If you want to keep your self-respect, you should believe it for the rest of your life – or until someone makes a better one.

And as long as you’re a freelance copywriter, the most important widget you’ll ever sell is your services.

Not you, your services. (Remember that – it’s important.)

Because when you’re selling high-ticket items, the temptation to bluster, bully and b.s. can quickly rear its ugly head. It’s also when those practices are most easily rationalized.

Of course, your services are a high-ticket item – or they should be. The question is, “Do you provide value in excess of your fee?” … And…

How much in excess is the value you provide?

Because a good copywriter is more than a hired word-slinger. You are or should be a valuable asset, confidante and advisor. You also are or should be the one who’s most critical of whatever it is you’re selling.

Everything you sell should be run through your personal b.s. detector well before you ever accept any money for selling it.

I think you see where this is headed…

What I’m leading up to is this…

The one thing you can never afford to hype is your own capabilities – and the one person you can’t ever afford to b.s. is yourself.

That’s why it’s important to remember you’re selling your services, not yourself. Because as hard as we might try, we can’t be objective about who we are. It’s just not possible.

It’s a bit easier to be objective about what we can do. How? By looking at what we’ve already done.

Direct response is all about measurables. And your past clients usually know your value down to a couple of decimal places.

When someone’s thinking about hiring you, that’s really all they’ve got to go on. Keep that in mind the next time you’re selling a prospective client on what you can do for them.

Now you might think, “Well, if I can deliver the goods, it’s ok to bluster my prospect a little bit.” I can’t say I haven’t thought that way myself – especially early in my copywriting career when I was trying to figure out how to pay my bills and considering going back into restaurant management.

But here’s a bit of hard experience I hope you can learn from…

On the one or two occasions when I did resort to that sort of thing to win a job, I found out the person I was working with was a jerk. Very likely they thought I was a jerk as well.

And they were right.

So here’s the thing… Keep your self-b.s. detector running at all times. If you feel yourself tempted to fall back on one of James’ “lies”, don’t.

And then make time to ask yourself why you thought it was necessary.

Usually it’s a sign of a weakness that you need to address.

If you’re telling prospects or clients “I missed your email,” it means either one of two things. You’ve been goofing off when you should have been working (a huge trap for the newly self-employed)… or… you don’t have a good follow up system.

If you’re telling someone “All you need is good sales copy,” you better know that’s the case.

Because sometimes that’s true. Your prospect may just have everything else in place and all you need to do to set “Operation Moneysuck” in motion is plug in a sales letter, but usually it’s the other way around.

In fact, at least a few times a year we turn down projects because the prospective client doesn’t have the necessary pieces in place.

And for sure if you hear yourself using more than one of the statements James mentions in a single conversation, it’s probably time to politely tell your prospect, “I’m sorry, I don’t think I’m a good fit for this project.”

You’ll have your self-respect. And the respect of anyone else you may want to do business with.

Going Beyond “Chameleon” Copywriting

Recently a marketer came to us for help. He’d pulled the plug on a high-profile launch – with some heavy-hitting JV partners – because the sales copy he’d paid good money for turned out to be sub-par.

Scratch that.

Frankly, the copy sucked.

Rather go into a major launch armed with a pea-shooter, he decided to get the copy rewritten.

He was up-front about the fact that he was interviewing several copywriters, and asked for samples from our portfolio. We obliged.

A sticking point was he wasn’t sure our copy samples gave him a feel for our ability to write an effective sales letter for this particular project. One of the key demographic descriptors being “independent professionals.”

To be fair many of the samples in our online portfolio are geared to Internet Marketing niches. We do that for a couple reasons. One is because some of those letters have been extremely successful, and we’re justifiably proud of them.

Another is that many of the letters were written for marketers with high name recognition. So even if someone isn’t primarily marketing to the IM market, it’s likely they’ve heard of or even bought products from marketers we’ve worked with.

But as we state on our website, “If you prefer to see samples of non-salesletter copy, such as standard websites, direct mail pieces, magalogs, autoresponder email series, TV infomercials, advertorials, or other, contact us and ask for a specific example of what you want to see.”

I sent over some other samples not featured on our website that were well outside of the market in question. In fact, the samples I sent were in a market I’d previously not written for.

But They Were for a Similar Demographic.

And the clients were quite pleased with the response we achieved.

After drilling down a bit more in our discussions, our marketer asked us this:

“Many copywriters have told us that a good copywriter can be sort of a ‘chameleon’ in their ability to emulate the client’s own style of communication.

So we’re wondering if you would take a real good look at our sales letter and let us know if you think you can write copy that will harmonize with our style.”

This was my response,

“There is always a balance that needs to be struck when writing direct response sales copy.

By way of illustrating that balance, let me speak to the notion of “chameleon” copy. It’s a term I’ve used myself.

“And if by ‘chameleon copy, you mean the ability to write to several different markets, I have no problem with it.

But to be frank it’s a notion that doesn’t really capture what a direct response copywriter’s main job is, which is to make the sale and advance the relationship with the buyer.

The Primary Purpose of Becoming a “Copy Chameleon” is Not to Blend in to The Background

The primary purpose is to enter the conversation going on in the prospects mind.

It’s to discover the deep desires, wants, fears and needs that keep the prospect up at night, and present the product as the fulfillment of those desires.

Yes, it’s also very important to maintain integrity with the seller, to make sure that the style and tone of the sales message does not betray the “brand” and does not sell in a way that alienates the target market.

But the primary motivation must always be to make the sale in such a way as to leave the buyer excited about the product (even if that product is a person or brand) and to ensure they want to business again in the future.

cut across many target markets, from Realtors, to self-help coaching clients, to Internet Marketers, and otherwise wealthy, successful professionals seeking alcoholism treatment.

In each case, our task was to elicit the desired response, whether that be a phone call, signing up for a Seminar or buying a product. Of course it was important to make sure our sales message was consistent with the client’s brand.

Most of our clients have taken years to build a personal relationship with their markets

And they value that relationship immensely.

Sometimes they also found in the process of working with us that just a slight modification in their voice meant an increase in sales. But in all the cases I presented to you, our client’s have always been satisfied that we wrote the letter as if it was coming from them.

So there is often a bit of give and take as we harmonize the message with the client’s. We keep that in mind at all times.

Even more importantly, we want to resonate with the prospect’s interior conversation.

It’s the prospects ear that is always of primary importance. As important as it is to emulate the client’s voice, the primary virtue of “chameleon copy” is to speak to the prospect in the voice that triggers their “buy buttons” – while being consistent with the client’s image.

I know I went on a bit, but this is something I feel strongly about. Part of our job is to develop a strong sales message that the client can call his own.

But even More Important, Our Job Is Not Only To Write Chameleon Copy.

Our job is craft a message that motivates the reader to take the desired action.

It’s really that just that simple.

22 Ways to Write Better Headlines

What makes good marketing copy? In a word, headlines.

Headlines are the single most important part of any copywriting, and they’re even more important when you’re trying to market effectively.

Without a great headline, no piece of copy will ever reach its potential.

Sadly, most headlines are terrible. And that means that most copy does a miserable job of converting. So, if you want to convert more prospects, you need to write engaging headlines. Doing this effectively is an essential technique of really good copywriting… and once you see how much a good headline improves your sales, you’ll never look back.

Wondering how you can transform lackluster headlines into incredible ones? Here are 22 ways to write better headlines — and improve existing ones.

  1. Take out any word that doesn’t paint a vivid picture.
  2. Spend twice as much time writing your headlines as you do on your body copy. You should have pages of revision when you’re done.
  3. Ask yourself, “what exactly is someone going to get out of reading this page?” Then remove everything that doesn’t lead directly to that goal.
  4. Ask a question. A very specific question. Make it one that every one of your readers will answer “yes!” (or “no!”) to. The answer should appear so obvious that people would feel weird or uncomfortable disagreeing with what you say.
  5. Be direct: make a statement that your prospect will immediately identify with and want to know more about.
  6. Be controversial. Make a claim that sounds outlandish, then prove it. Conclusively. Over and over and over.
  7. Make your headline specific: use exact numbers, percentages, place names.
  8. Tell a story. Use speech. Think like a writer, not a marketer, and write an opening that will be answered by the rest of your copy.
  9. Take your current headline and rewrite it as though your prospect was explaining it to someone else. Then rewrite it. And rewrite it. And rewrite it. Use these “drafts” as sub-headlines. This is a personal favorite of mine.
  10. Address your headline to a specific person. “To men who want to quit work someday,” “to parents of a difficult child”.
  11. Make sure your headline uses the words, phrases and ideas your audience does. Remove any words that you haven’t actually heard your prospects say.
  12. Be bold. Don’t be afraid to use CAPS, exclamations! and other attention-getting devices. They work.
  13.  Take out every adjective and replace them with totally different ones.
  14. Cut out every noun from your headline. Does it still say something that is intriguing, inspiring, interesting or otherwise worth reading?
  15. Make an offer they’d feel stupid not to take advantage of.
  16. Tell your prospects “WHY”: “Why even YOU can use this,” “Why EVERYTHING you were told about xyz is WRONG”, Why the FDA slammed the door on the greatest natural cholesterol-buster you can get.”
  17. Talk only about the things in your offer that are the most unusual, interesting, rare, or unexpected. Don’t discuss the things that your customers expect, or the things that your competitors also have.
  18. Tack on qualifiers. Take an offer that sounds good (“make $3,000 faster than you can tie your shoes!”) and add a second or third level that makes it almost unbelievable (“…without having to spend a dime!”)
  19. Make the reader interested by asking if they’d want your results. Don’t say “tired of losing weight?” (it’s boring, and doesn’t go anywhere). Say “who ever heard of a woman who lost weight– while eating pizza all day long?” Don’t say “would you want to make $4,000 in a weekend?”: say “would you invest $120 if you were guaranteed $5,500 or more– by next week?”
  20. Imply a level of secrecy or intimacy: “…this xyz secret method shows you how to…” Make readers of your copy feel like they’re being included in something special. This can be done in a cheesy way, or it can be incredibly engaging. It’s all up to you.
  21. Introduce a problem the reader must respond to immediately, using words like “this” and “these”: “Do you make these mistakes in English?”
  22. State the problem, agitate the problem, then present the solution. This one comes from Dan Kennedy, and it’s brilliantly simple.
  23. (bonus!) Ask a “burning question” that doesn’t have an answer, but that everyone wants answered. This works best if, by answering it at all, your prospect realizes they don’t want to be left out: (“Why do French woman never get fat?” “What if you’re actually killing yourself by exercising?” “What if drinking ___ made you live forever?”)

Now, get out there and get writing!

Website Traffic Equals Sales — Or Does It?

If you’ve had an online business for any length of time at all, you recognize the importance of website traffic. You’re keenly aware that no visitors equals no sales. So you’ve put considerable effort into attracting people to your website by writing articles, utilizing Google Adwords, participating in forums, exchanging links, etc., And your hard work has paid off. You’ve earned a respectable position in the search engine results and you’re getting a regular stream of visitors to your website.

But something’s wrong. You’re not getting any sales!

Naturally, there are countless reasons why people don’t buy a certain product or service. For example, it may not be exactly what they’re looking for, the price doesn’t fit their budget, someone else is offering a better deal, etc.

But all too often, the primary reason website visitors aren’t buying is because the website isn’t user-friendly.

What’s a user-friendly website? In simplest terms, it’s a website where your visitors can quickly find what they’re looking for and easily make their purchase.

It encompasses the design and layout, the navigation menu, the sales message, the images, the use of colors and fonts, the general content, the ordering process … in fact, all the elements that make up a website.

But probably the most important element in this list is the navigation menu because if people get lost in your website, they’re going to leave.

A navigation menu needs to clearly show the way through your website. There needs to be enough links to give visitors an overview of your site’s content — but not so many that they have to click repeatedly to reach their desired destination.

It’s been shown that most people are fairly persistent. They’ll click on several links in an effort to find what they want — but the frustration level builds with each additional click.

It’s not unlike trying to call someone at a company and being presented with an automated menu. The voice starts out by giving you variety of options and you enter the one that seems to most closely fit your needs. Then you’re presented with another set of options, so you enter another number – only to be given more options. You try again. Finally, after going down several levels, you may or may not reach the department you originally wanted.

Did you enjoy the experience? Or did you hang up in total frustration?

Always remember that your website visitors are not nameless, faceless entities. They’re real people with real needs. And the more you can help them to find what they want on your website, the better chance you’ll have of making a sale.

The Elements of a Good Ad

As you look through your newspaper, do you ever stop and read some of the ads? When you watch TV, are there some commercials that actually interest you? When your daily junk mail comes in, do you throw it all away or do you keep some to read?

As consumers, we are literally bombarded everyday by advertising. It arrives at the doorstep of our lives in just about every imaginable form — telemarketing, TV and radio commercials, sales letters/postcards, newspaper ads, the Internet, billboards, door hangers, refrigerator magnets, calendars, coupon books — ad infinitum.

MOST of it is ignored. But occasionally, we actually respond to an advertisement. Why? What makes that one advertisement stand out among all the gazillions that we are exposed to everyday?

Because it …

  • Offers something that affects us personally.
  • Immediately shows us the benefits we’ll receive.
  • Helps us to recognize the importance of those benefits.
  • Emphasizes the urgency of purchasing right away.
  • Provides assurance that we won’t be ripped off.

Now … what happens if any of these elements are missing? Simple. The ad is ignored.

If you want your ad to stand out from the crowd, make sure that you (1) direct it to your target audience, (2) clearly show the advantages (benefits) of owning/using your product or service, (3) encourage a quick response by offering limited time bonuses, and (4) always offer a guarantee.

Overcoming Objections

One of the more difficult parts of writing a marketing message is overcoming objections.

When you’re speaking face-to-face, you’re able to hear prospective customers verbalize their concerns and immediately answer them. But when you’re writing sales letters, website copy, direct mail, ad copy, etc., you can’t ‘hear’ the objections so you must ‘think’ for your prospects and imagine what might stand between them and the sale.

Here are a few common objections that could arise as people read your copy and how you might consider dealing with them:

  • “I don’t need/want your product/service” – Oftentimes what this really means is that people don’t see the value of your product or service so they don’t want to spend the money. To overcome this, you must assure them that their life will improve when they buy your product or use your service. How do you do this? By talking about benefits.
  • “I’m not interested” — If the person has come to your website as a result of a search engine or if you are sending your direct mail letter to a targeted audience, you can be fairly confident that they have at least a spark of interest. But if you don’t write your message to further that interest, you’ve lost the sale. This usually means you must address the specific areas in which your product or service will add something to the person’s life (benefits again).
  • “I’m satisfied with my current _________.” — It’s been said that no one is ever entirely satisfied with anything. Assuming this is a truth, you can speak to any dissatisfactions by (1) emphasizing the advantages that your product or service has over your competitors, (2) use testimonials to show how your product/service is different/better than the rest, and/or (3) offer samples to demonstrate your superiority.
  • “What if something happens and I don’t like your product/service?” — This one is easy. Always offer some type of guarantee.

People rarely reach for their credit card unless they’ve been convinced that your product or service is something they want or need. To get them to this point, it’s vital that you see your offering through the eyes of your prospects. Write down the reasons people might not buy from you. Then methodically go through the list and counter each one by writing down the advantages (benefits) they’ll receive when they purchase what you’re selling.

How to Copywrite for More Sales

If your visitor count and your website sales have remained stagnant for several months, it may very well have something to do with the copywriting.

The message you have on your website is one of the most important elements in determining your success on the internet. You may have a great design, excellent graphics, a convenient and safe ordering system, but if you haven’t given your visitors a reason to buy, your sales are going to suffer.

However, you can’t just sit down and write a promotional message about your product or service without knowing how it will affect your intended audience. There must be a strategy behind every word and phrase.

Beyond that, you need to write with the search engines in mind. This means using the appropriate key words and phrases throughout your copy. Not ‘stuffing’ the content, but writing so that visitors, as well as the search engines, ‘get the message.’ It can be a tricky balance, but it is possible.

There are numerous resources on the internet that offer advice and suggestions on how to copywrite effectively. Most of them simply contain the most basic principles of copywriting. Few of them address such important issues as:

  • How to get each of the four personality types to respond to your message
  • How to determine the difference between how men and women buy  – and then using that information to your advantage
  • How to use emotional triggers in your copy to stimulate the buying process
  • Where (and how often) to use key words and phrases in your copy to get the best search engine ranking

And hardly any of them provide you with realtime examples and actionable advice.

Copywriting Tips To Help You Boost Your Conversion Ratio

If you hope to succeed in Internet marketing, developing your copywriting skills is crucial. It helps you sell more products than anything else. There are multiple factors that go into good copy that truly converts well. Let us discuss a few tips which you can use to improve your copywriting technique.

When writing sales copy, it’s important not to get carried away with hype. Some copywriters start with a good sales letter and then destroy the effect by overdoing it with hype. You can tell people the value of a high quality product and it will mostly sell itself. People prefer to be given real reasons why they should buy something rather than overinflated statements. You have to give your readers a healthy dose of free information along with the hype. People read sales copy in order to learn facts that will help them decide if they want to buy it. If you want people to believe what you’re saying, use a friendly and casual tone in your writing. Another mistake some copywriters make is using too many bold headlines and italics in their copy. If you have a particular point you want to emphasize you can use these. It’s better, however, to limit your use of them. Your readers will start to distrust you if you use these too often. And that’s the last thing you want to do with your copy. Make your copy truthful and straightforward. Write copy that you would enjoy reading yourself.

It is possible to increase the products value when writing a sales copy in many ways. Including a free bonus is also one way to increase the value for the user. Everyone loves the idea of free bonuses. People like things which are cheap but effective. By Giving away free bonuses with the main product it give the customer the impression that the value of the product is greater and their price is a killer deal. The bonus material alone has also been incentive for people to buy the product.

Yes, it can be that powerful. However, the type of bonuses you offer will have an impact on your success. They have to be exclusive and compliment your main product, only then you’d be able to see actual results. Don’t put in the bonus just for the heck of it.

For an increase in sales the third tips should be followed, use the post script when ending your sales letter. Once done the right way a few simples sentences can do the trick. Research has shown that people who read the headline are highly likely to read the p.s. Besides, most people will stop to read this little message, which keeps them on your page longer. Write a summary of what customers are getting from your offer and give a call to action.

At the end don’t let a sale slip away from you. With a quality copy you can reach a level of success that you never imagined. After all this is business.

The Key to Successful Social Marketing

When it comes to successful social marketing, one of the biggest mistakes many marketers make is they are too focused on making money and not enough on socializing. As a result, they often end up spamming their followers — and this can result in getting their comments/posts ignored, blocked, or worse yet, completely banned.

If you want to see real results from social marketing, you need to use the social networks as they were intended … to socialize. Remember, socialize first, promote second. When you do things in this order, you’re much more likely to attract followers who are interested in what you have to offer.

Internet marketers who focus more on advertising and less on socializing rarely see the results they are hoping for.

Yes, it takes more time to socialize, but it pays off in the long run.

Think about it this way:  Who would you trust more … the opinion of your friends, family, or coworkers? Or the opinion of a salesperson you just met?

Trust is an undeniable factor in successful social marketing.

A good ratio to follow is to post at least five socially-oriented messages for every one marketing message. This can vary from niche to niche and may also be affected by your target market. You may find some consumers will respond well at a two-to-one ratio. However, as a general rule the five-to-one ratio is safest.

The bottom line is to use good common sense. Consider what you want to accomplish through your social marketing. But always remember to socialize first, promote second.

Convert Visitors to Buyers Using the Interactive Sales Letter

You have probably heard it said (perhaps even on this website) that of all the elements that make up your website, strong website copywriting is the ONLY one that’s going to generate sales.

Appealing design, attractive images, and clear navigation are all extremely important, but it’s the copywriting that makes the difference between a successful website and one that simply takes up space on the internet.

But what happens if you have some pretty decent sales copy but nothing is happening? You’re getting visitors, but no sales.

Let me introduce you to the Interactive Sales Letter.

It’s a concept that’s based on a script that “LEARNS” what each and every unique visitor to your website is most interested in and then DYNAMICALLY changes the sales letter text to feature that benefit/product!

Scott Stevenson is the brains behind the Interactive Sales Letter concept. Here is an excerpt from his book that explains it in more detail:

DIFFERENT WANTS & NEEDS
The internet has evolved into the ultimate search tool for
anything and everything that you could want. That said,
today’s Internet users are not like they were a few years
ago, surfing around in a “let’s see what I come across”
mode. They are disciplined and focused. They know what
they want and they utilize this medium to target their own
needs, quickly and efficiently. What they don’t want is to
be delayed or confused by a bunch of hoopla that doesn’t
pertain to them.

Instead of trying to write a 10 ft. long blanket order for
the masses, which includes the kitchen sink, why not write
for the user who is right now reading your page? For that
one specific moment, you have a potential customer at your
site, reading your copy, debating if they should read on or
move on. You will only have one chance at this person, so
make it count.

GIVE THE PEOPLE WHAT THEY WANT!
The average user is inundated with garbage all day long,
from commercials, billboards, print ads, banners, and of
course, spam. Their eyes are glazed and their brains are
numb from the monotony of it all. Your job as a
marketer/copywriter is to wake them up and prove that you
have something they want. The only way to do this is to
focus on their needs…

Clear, direct copy that talks to their specific needs –
not the previous or next reader’s – but this particular
reader’s specific needs.

I’m sure many of you have heard of Dan Kennedy. If you
haven’t, he is one of the best sales letter writers out
there. His book, The Ultimate Sales Letter, is an
established cornerstone of the industry. You may even have
a copy of it floating around your home office…
However…it’s hard to imagine that after only 2 years since
the Second Edition was published, much of the online
relevance of this book is outdated. Gotta love that
technology!

Don’t get me wrong, it’s a great book to learn how to write
sales letters. However, I am not going to teach you how to
write sales letters; I’m going to teach you how to make them
9x more effective in targeting your visitors!

Technology has advanced enough to provide a technique that
will revolutionize the way copy is written online from this
day forward.

Was that a bold statement?

Maybe. But if you get it, than you’ll immediately start the
coffee pot and begin restructuring all of your content, only
pausing to master the possibilities.

I want you to read this excerpt from The Ultimate Sales Letter
by Dan Kennedy (page 15) :

<—Begin Excerpt—>
There is a classic sales legend about the hotshot salesman
pitching a new home heating system to a little old lady. He
told her everything there was to know about BTUs, construction,
warranties, service, and so on. When he finally shut up, she
said, “I have just one question — will this thing keep a
little old lady warm?”

Each time I’ve gone shopping for a personal computer, I’ve
seen the same selling error repeated over and over again in
the computer stores I’ve visited. These salespeople tell me
everything about what’s important to them, but they never slow
down long enough to find out what’s important to me.

The mistake is even easier to make in crafting a sales letter,
because there’s no possibility of corrective feedback from the
customer during the presentation. That’s why you must determine
accurately, in advance, what their priorities are. And you must
address their priorities, not yours.
<—End Excerpt—>

Everything he stated is 100% true…
in the offline world!

However, as a programmer in the online world, I said, “Wait a
minute… No possibility of corrective feedback?

This is the Internet for crying out loud. It’s an interactive
communication tool. Heck, I get corrective feedback even when
I don’t ask for it. Click, click, click.”

So the next day, I was hard at work researching this
phenomenon. How could such an obvious idea go untouched? Sure,
the book was a few years old, so I figured somewhere online
somebody is getting real-time corrective feedback. But I was
unable to come up ANYTHING!

What I DID find, was a whole lot of tools and people promoting
the same tactics and strategies used in that far off detached
world some call “Offline”.

TODAY’S SALES TOOLS
I found tons of polls and surveys that one can give, but what
good is that? Yes, it’s great to analyze your well-thought
questionnaire for “next time”, but what if that visitor doesn’t
give you a next time. And now he’s moved on because he just
wasted a valuable 2 minutes of his time filling out 10-20
questions that don’t really give him an immediate result that
is pertinent to him, just to you.

All of the articles, books and ebooks I come across about sales
letters or copywriting, are mostly regurgitating the same info
as the last. I understand, there are proven techniques out
there, there are copywriters who are experts in their field,
and I applaud them. The known experts are the ones who have
earned it, with groundbreaking writing styles and forward
thinking solutions that build upon those proven methods rather
than just repeating them. They simply find new ways to reach
the all important goal…the sale!

THE SALES GOAL
The goal of any sales person is to make the sale. But what is
a sale to the customer? A sale buys the customer a solution to
the customer’s specific problem.

This can be done more easily with an idea of what that specific
problem is, obviously. That is why salesmen harness an
amazing-advanced-top-secret-technique to dig out that hidden
problem…

They ask!

When you walk into a pet store you’re obviously looking for a
pet and not diapers (at least for most of us). So you know
that the chances are good that the pet store has something that
you want…
But does the salesperson say, “Here is our selection of pets,
have fun.”

No, they ask a very simple question, “What type of pet are you
looking for?”

I can’t stress enough how vital that question is!

With your simple off-the-cuff response, “A dog for my son”,
that sales person has immediately zeroed in and targeted you.
You are now a proud member of the Dog category.

Think about it!

Now the salesperson doesn’t have to waste his breath with trying
to sell you a cat, bird, hamster, fish, lizard, or anything else…
other than a dog.

I don’t even have to tell you what would be the next thing out
of his mouth, you already know…

“What kind of dog are you looking for?”

Narrowing down the field to “give the customer what they want”
and not waste time in the process is the second vital question.
There is no point in bringing out Rex, the German Shepard, if
the customer is looking for a small “yo quierro taco bell”
Chiwawa.

The same exact scenario transaction takes place for every
industry in every aspect.

Home Depot employees aren’t going to bother showing you toilet
plungers, if you need a light switch.

Am I right?

Even if you only have one product, I’m sure there are certain
features or specific benefits that could be promoted
specifically to one customer rather than another.

CORRECTIVE FEEDBACK AT LAST
Asking 2 questions will target a customer better than any
professional sales letter could ever hope to. This is called
“Corrective Feedback”. You get to know what’s important to
each and every customer. The grand quest of unlimited
knowledge can be answered by asking the right questions.

Are the bells going off yet?

The main goal in that verbal-transaction was to narrow down the
customer’s need — and to provide a solution for that need. By
asking the first general question, we are able to at least
categorize our customers. By categorizing them, we can
concentrate on their mindset and what our next question would
be to hone in on that.

Two questions is vital to categorize and to further target a
potential customer or promote a special feature. You can now
understand that if the next customer says “Cat”, how
dramatically that would effect what your next question would
be. Would you be gearing up Rex? “Sorry again ol’buddy.”

Remember this…

The goal of any sales letter, pitch, call, etc. is to solve
a problem, to make the customer’s life easier or save them
time. Find out what the potential customer is looking for and
offer a solution that satisfies that. Period.

Sounds pretty awesome, doesn’t it?

Think about it! With the Interactive Sales Letter, you will be able to solve each visitor’s immediate problem, showcase a specific benefit to the visitor, and overcome any objections. All on Autopilot!

The Interactive Sales Letter is the first and only tool (that I know of) to bring you the “Corrective Feedback” needed to convert your visitors into buyers! It targets them with 9 times greater accuracy! Today’s online sales letters can’t even come close to a number like that!