Copy-Cat-Copywriting

You get dozens of emails each week. "Secrets of Internet Success." "You can't miss this opportunity."

Some cost as much as a small car. Others seem like no-brainers -till you add them up.

Here are 5 ways to sort through the clutter.

(1) Before spending a dime, create your own business model.

Here are 2 simplified examples:

Model 1: Sell information products through the internet. Profits come from attracting visitors from all over the world. Little or no consulting.

Model 2: Sell coaching services to clients in one or two geographic regions. Profits come from one-to-one meetings.

(2) Decide what resources you need for each model.

Model 1 might require you to learn PPC (pay per click). You'd use analytical programs to monitor web traffic and conversion rates. You also need strong copywriting talent -- your own or hired.

Model 2 might require face-to-face networking, supported by a website designed to build relationships rather than sell products.

Variations of Model 2 would include attracting clients via the site and Selling products.

(3) Compare resources before spending.

There is rarely just one source of information. If someone put together a $1500 package, chances are you can test the waters with a smaller sum.

(4) Buy bite-size chunks.

More and more, I like monthly memberships that cost $97 or less. The value tends to be incredible. Choose only those that allow you to leave anytime with no hassle.

It takes a while to figure out which membership groups are the Real Deal. After lots of trial and error, I now recommend these three:

Derek Gehl's membership group can seem to be delivering a hard sell, But they've got a staff of experts and a track record of delivering Solid information. A good start for almost anyone who's got a presence on the Internet.
Go here.

Perry Marshall focuses on Google adwords - and insights into business. I encourage all my clients to sign up for his ezine even if they never use pay per click. Go here.

Christina Hills, the Shopping Cart Queen, keeps finding new ways to profit from your shopping cart. She has special classes for newbies (and surprises for experienced users).
Go here.

Going one-to-one? Ask for at least one single paid session - not a complimentary "get-acquainted call." The dynamic shifts once money changes hands.

(5) Build a time delay into your purchase process.

Example: For purchases over $500, give yourself at least a day or a week. Depending on your budget, this number might be $50 or even $5.

If you realize you made a mistake, reliable merchants will give you a refund with no hassle. Be fair: go to the merchant first (not your credit card company) and allow up to 72 hours for a response.

More: Check out my ebook on
choosing a mentor.

Labels: business model, coaching, gurus, mentors, start-ups

Copywriting sounds so creative. But in reality, copywriters use tools and techniques. And yes...they copy, but never cross the line into plagiarism. If you’re reading this article, chances are you’re one of those people who resisted coloring inside the lines. You aren’t crazy about rules. Your least favorite word is “cubicle.” I certainly fit that profile. So when I studied copywriting, I was horrified to discover the power of using well-tested phrases. Reluctantly, I bought a copy of Words that Sell by Richard Bayan. And my writing has never been the same since. Certain phrases and headlines really do attract buyers. But I’ve also discovered you can’t follow the rules blindly. Before writing copy, you have to ask, “Who am I trying to reach? What is my target market’s pain? What benefit will be delivered?” It’s easy to tell when someone’s following a formula rather than thoughtfully applying a well-tested phrase. Here are 2 examples, details disguised as usual: Rule-follower #1: “Give me an hour and I will give you a teleclass.” Huh? A teleclass? Dare we ask, “So what?” Better: “Give me an hour and I will give you 3 ideas that will help you triple your client base.” Or “Give me an hour and take the first step to a job where you actually look forward to Monday morning.” Rule-follower #2: “Come to my workshop and you’ll lealvle feeling energized and focused. And that’s not all! You’ll also discover how to take your life to the next level and get more confidence…” This writer read the book. “And that’s not all!” can be a great transitional phrase. But adding a power phrase won’t save a long list of abstract promises. Strong copywriting means painting word pictures. Better: “When you attend this seminar, you will discover three easy techniques to get re-energized at the end of a busy day. You’ll get access to four networking techniques to help you reach the exact resource you need to reach your goals. And that’s not all: you get access to a unique system to build confidence from the inside out, even after you’ve just experienced a major setback.” The bottom line: Formulas are like recipes. In the hands of a master chef, a recipe can become a work of art. In the hands of a non-cook like me – someone who considers boiling a potato a major cooking project – the cliché “recipe for disaster” takes on new meaning.

Labels: coaching, content, copywriting, creativity, sales letter

Networking begets networking. At a recent luncheon, a nice attendee "Pamela" approached me. "So you're a copywriter. I belong to a BNI group and we are looking for a copywriter." Well, I've looked into BNI. The problem is, I have yet to find a single copywriter who had a profitable experience at any BNI group. (If you differ, please let me know.) I've met several who said, "Nice lunches. Fun people." But this group seemed genuinely interested. They meet at lunch (not an ungodly breakfast hour) at a place where I can walk in 15-20 minutes. They even chose a nice restaurant with good food. So I attended a meeting. Immediately after the meeting, we visitors were taken aside. We were given long application forms and encouraged to join. "You'll be in by next week -- for sure the week after," they said. "We just have to check references." So I got permission to give them names of 2 references. That took a little time. My references answered questions, also making time. Then nothing happened. I got a call. "We think there may be a conflict with another member. She lists marketing on her business card." My immediate reaction: "Why didn't you check this out before inviting me to apply?" My next reaction: "Any competent copywriter will be involved in some marketing. You said the group was looking for a copywriter. Therefore..." And then I wondered, "Do they really understand what a copywriter does? Will they assume I'll scrawl words for $35 an hour?" But there's a bigger question. BNI has thrived by allowing only one business category per group. These days business categories are blurred. It's not just copywriters who confuse these networking groups. A life coach "Kendra" applied to join BNI. She was blocked by a hypnotherapist who complained they would respond to the same challenges. Yet another group includes a hynotherapist, a life coach and a licensed psychotherapist. Even more important: customers and clients have to be clearer than ever on what they want. "Alan" confides, "I'm so disorganized! I don't seem to get anything done. My office is cluttered and I never seem to have time for anything." We can refer Alan to a professional organizer, who will de-clutter and suggest systems to save time. Some organizers talk about their clients' lives and lifestyles too. We could suggest Alan hire a life coach, who will help set priorities and create accountability and structure. We might even suggest a therapist who works with the "worried well." Some therapists actually target the same market as coaches -- self-pay personal growth seekers. They are licensed to go deeper: they might ask about Alan's life. If he just broke up a serious relationship or lost a job, he may need to talk about feelings before he can break through the clutter barrier. The flip side: Three people hang out shingles with identical labels like "chiropractor," "physical therapist," or "massage therapist." Most chiropractors work by cracking something in the body (I've never been to one so I'm not sure about this). But I just met a licensed chiropractor who works with a technique that doesn't call for cracking -- and that doesn't require repeated visits. I went to one physical therapist for chronic tendinitis. After many visits I saw no improvement. He didn't believe in ice or inserts. He believed in repeated visits. A second physical therapist made 3 recommendations in a single visit -- including ice and inserts. I am now nearly pain-free and I walk and exercise a great deal more. And massage therapists: Is a Swedish massage therapist competing with cranio-sacral massage? I have no idea. For copywriters, the challenge is to communicate just what the business offers and just what pain gets relieved. Many websites don't even have a "how we work" or "how we solve problems" page. Yet these days, the "how" page may be more relevant than ever. And I predict that leads groups will face tough challenges if they insist on labeling businesses in tight categories. I've told the group I am no longer interested. They're very nice so who knows - I may change my mind. But in the long run, we have to be increasingly aware that labels no longer tell the full story.

Labels: bni, business, coaching, groups, internet marketing, labels, networking

Every so often a well-known marketing consultant warns us, "Choose a mentor who has walked the talk." In other words, hire a mentor who can demonstrate success. Ask to see sales reports. Work with someone who's still actively marketing, not someone who's stopped marketing to become a marketing coach. But I'd take this advice with a medium-size grain of salt. Sure, you need a knowledgeable source. And that argument has merit. But you've probably heard the saying, "Those who can, do. Those who can't, teach." My response: "So what?" Basketball coaches run the gamut. Occasionally you'll see a great player who goes on to become a great coach. But you also see coaches like Pat Summitt, who coaches champions but was never a superstar herself. And you see great players like Cynthia Cooper who failed to find success as a coach. Marketing coaches also come in a variety of flavors. Experienced marketers often coach by saying, "Here's what I did." Even when they're successful today, they grew their businesses in a different world. Economists talk about externalities -- the way we're affected by what everyone else does. For instance, telephones gain in value as they become more commonly used. And some products actually lose value as they become more popular: think of your favorite restaurant or ski resort. Today, just about everyone has an ezine. You no longer stand out if you send out a monthly mailing. In fact, I advise clients to send ezines at least twice a month. These days, you'll get lost in the crowd and your readers forget you if you don't show up often in their inboxes. Teleseminars and forum groups also have become extremely popular. Recently I got an email from a harried ezine reader: "Will you send a reminder of your teleclass? I've signed up for so many things I've lost track." Networking events have become more focused and more directly commercial. You no longer stand out with a great elevator speech. "Groups are begging for speakers," one affluent marketing coach told me. "Not around here," I answered. So how do you choose a marketing consultant? First, begin with the free and low-cost stuff. Buy an ebook. Read his ezine. Try a few tips. Do they work for you? Good: try some more. Second, talk to your guru's clients. Did they find the sessions helpful? Are they earning money? Or do they just say, "I loved working with her. She was so nice." Third, develop your own intuition and keep your power. Ultimately success depends on connecting with a target market and your target market's pain. In my experience, few mentors can help. You have to invest huge amounts of time digging into your market. Ideally you'll have a natural "in" with your market -- something you can't be coached for. Bottom line: No guarantees. You have to take control of your market. If you've already started to see meaningful success, a lot of mentors can help you. If you're trying to reach a resistant market with a product they're not excited about, few can, no matter who they are.

Labels: coaching, gurus, internet marketing, mentors

Monica, a very competent businesswoman, was explaining her new website. “The headline will be my slogan,” she said confidently. “You know: the part that goes, ‘More impact when you speak, every time.’” Ouch! Definitely not the way to go. Naturally I’ve disguised the details but Monica’s not unusual. You’ve got at least 5 ways to brag – all different. (1) Your slogan usually appears near your logo on your website, on your business card and (often) in your elevator speech. Your slogan should reflect the benefits you offer your clients, not your own uniqueness. I once saw a slogan on a truck, “We know everything about lumber.” My response: “So…why should I care?” Better: “We use wood to make your home look beautiful.” Ali Brown’s “Boost business with your own ezine” does the job. So does Michael Port’s, “The guy to call when you’re tired of thinking small.” I’ve used “Promotion with professionalism” and, “If your website isn’t making money while you sleep, we need to talk.” My current career slogan: “From career breakdown to career breakthrough.” (2) Resource box statement. When you send out articles to promote your business, you need a short signature block – 5 to 7 lines – to conclude your article. You’ll need a brief sentence summarizing your uniqueness, such as: “Mary Jones helps high-earning professionals lose their credit card debt and gain financial security in six months or less.” Some professionals opt for a simpler version: “Bob Smith helped over 200 authors publicize their books to increase sales” or even, “Jane Doe has been helping corporate executives manage their careers since 1992.” I recommend a sentence rather than a phrase because resource boxes get chopped when your article gets published. The expert here is of course Alexandria Brown the Ezine Queen. (3) Irresistible freebie. To motivate website visitors to sign up for your ezine, ecourse or podcast, you need a gift they can’t wait to download. Go for broke with this one: if it feels over the top to you, it’s probably just right for your readers. Typical titles refer to a number of critical or essential tips. “Secrets” sounds corny but it still works. I’ve had considerable success with “7 best-kept secrets of client attracting copy.” Others might be “How to avoid the 5 deadly mistakes made by career changers.” Tip: I encourage my copy clients to begin a website copywriting project with the freebie. It’s a good way to get in touch with your clients’ pain. (4) Headline. Your home page needs a killer headline that motivates readers to keep reading. We could spend a whole article on this topic – in fact, whole books have been written about headlines. Lorrie Morgan-Ferrero wrote: "Copywriting: The Secret Weapon Your Competitors Hope You Never Figure Out How to Use!" Learn more! (5) Elevator speech. Designing an elevator speech resembles creating copy for your website: you focus on the target and demonstrate your benefits. A new book on elevator speeches that’s worth a look. The author lives here in Seattle and I’ve heard her speak: Give Your Elevator Speech A Lift I don’t recommend trying to economize on promotion by using the same concept for all 5 bragging opportunities, although you’ll find this formula applied successfully to packaged goods marketing. Purina Pet Foods has a wonderful trademarked slogan, “Your Pet, Our PassionTM.” They use it on everything from their website to ads. We’re different.

Labels: business, clients, coaching, copywriting, entrepreneurship, ezine, internet marketing, promotion, start-up, website marketing