[email protected]. do not settle for “good copy” 1)who am i really talking to?...
TRANSCRIPT
DO NOT Settle For “Good Copy”
1) Who Am I Really Talking To?
• Know Exactly Who You Are Speaking To.
• The 2% Who Will Buy – NOT the 98% who won’t!
• Not the Market – Not the Target Market…
• The portion of the Target Market that will actually buy from you.
• That’s your “Real Target Market.”
• BIG difference in the tone of your copy.
Secret Techniques For Writing Persuasive, Emotion-Rich, No-Hype Sales Copy!
2) How Should I Speak to My REAL Target Audience?
Be Conversational, But Don’t talk “at” the reader – most copy
does this – You have to have a conversation with the reader.
It’s the difference between someone speaking at you like a
speaker would – and sitting down and bantering back and forth
with someone.
Say things like…
• You will too.
• Please don’t give up.
• Have you ever felt that way?
If you’ve read this far then…
3) What Is The PRIMARY Purpose Of Your Sales Copy?
• Your PRIMARY PURPOSE is NOT to simply grab attention.
• Your PRIMARY PURPOSE is NOT to offer a solution.
• Your PRIMARY PURPOSE is NOT to merely “educate the reader.”
NO…These are VERY important factors but…
Your PRIMARY Purpose Should Be…
To Understand -- To Empathize -- To Emotionally Connect…
That is the foundation. Why?
• Because we are all jaded by standard sales messages
• We need to “feel” a sense of trust and rapport .
Without it, your copy will lack…
Dimension - Feeling
Believability - Conversion
Without it, you’re left with…
• Exaggerated Claims, Old Style Sales Copy AND…Sales
Resistance
• You Will Be Leaving Money On The Table
• Prospects Who Would Have Bought Will Get Missed
Lowered Response Rates – Reduced Income Potential
Once You Have the Emotional Foundation
Sell a Solution…
“In The Context Of An Abbreviated Story.”
• That is different than merely offering a solution.
• Do NOT merely “explain.”
• Tell the story - but be quick about it.
Ask Yourself…
• What is the purpose of what I’m saying?
• How can I say it in as few words as possible?
• Selling the solution means you don’t hide that something is for
sale.
• “In the context of a story” makes it okay for the reader.
• Their resistance is down.
• They know you’re selling something and they’re “okay with it.”
• When it comes to your offer they aren’t “paused” by it.
• They are expecting it… interested to know what it is.
In The Context Of A Story Is Especially Powerful With Testimonials.
Example:
Just Yesterday, Dr. Snyder, From Hartford, South Dakota
Called In To Place His Weekly Order.
With a calm but convicted voice, he said…
“This is a Product That a Lot of Seniors Need to Hear About.
Today Alone, I Saw 3 New Patients Who Need It…”
He continued on to tell be about a few of his patients.
In is own words here’s what he said…
Jeanette Dumont’s feet used to be so sore she couldn’t stand
for longer than 15 minutes. Now she goes for walks and does
household chores without any pain at all.
Other Elements of Persuasive,
Emotion-Rich, No-Hype Copy!
- Effortlessly Writing - “In The Flow”
- Speed Of The Read
- Abbreviation
- Differentiation
- Indirect Persuasion
All Taught in The 13 Steps To Dynamic Copy Program
Rhythm and Cadence -- Power of Three.
Ellipses, And Then… Crescendo!
There Is A Doctor Who Will Listen. Dr. Tina Will…
Hear Your Concerns -- Answer Your Questions
And Help You Become Pregnant. ____
There Is A Doctor Who Will Listen. Dr. Tina Will…
Hear Your Concerns -- Answer Your Questions
And Help You Become Pregnant…
No Matter What Your Ob-Gyn Says!
Body Copy Headlines:
Before:
But that’s not all, because… Now you can help your joints heal from the outside too, with our unique and fast-acting JointRelief Cream. While you are healing your body from the inside, you will also be attacking your arthritis pain and discomfort from the outside!
After:
It Goes Directly To The Pain - You Get Instant Relief!
It’s The Best Of Both Worlds…
You’ll Attack The Arthritis From
All Different Angles… Inside And Out!
The 13 Steps To Dynamic Copy
Step One: The Secret Six™
Step Two: Dynamic Copy Guide
Step Three: The Offer
Step Four: Concept Creation
Step Five: The Outline – Mapping It Out
Step Six: War Room Strategizing
Step Seven: The First Draft – Letting It Flow
The 13 Steps To Dynamic Copy (continued)
Step Eight: Editing
Step Nine: Tipping Points
Step Ten: Oral Reading
Step Eleven: Gathering Feedback And Final Draft
Step Twelve: Client Review
Step Thirteen: Proofreading
THE BIG FOUR COPYWRITING SECRETS ARE…
4) Have Someone Else Read Your Sales Copy Out Loud 3) Write Winning Letters Out By Hand 2) Be The Target Audience Target Audience to Target Audience Copy
Feels Personalized – Spoken Directly To The Reader Especially true for Email Copy BKV – 4.4 million
• You write intimate copy.
• Target audience to target audience copy ALWAYS outperforms.
• That is the standard we should all set for our copy.
• Get as close as possible to TA – TA.
Why does it work so well?
It’s the nuances that create connection, believability & lower resistance. Real-life Tidbits – Real-life events
Assumed language – it’s not explained – they know what you mean.
Expressing Understanding, Compassion and Empathy Have a Dramatic Effect On Response Rates
1) And That’s Why…
The Most Dynamic Technique Is Intimate Interviews
The Best Way to Really Connect, Truly Empathize, Care and Understand.
Additional Benefits to Learning How to Conduct Intimate Interviews
• Hidden reasons the TA will and won’t buy.
• Deep emotional buying triggers
• More passionate and connected
• Triggers subconscious material
• Cuts research time in half.
YOU DO NOT WANT “AN INTERVIEW”
You want interviews that…
• Get provocative comments
• Give a differing perspective
• Give original content
• Get the interviewee excited
Then it becomes VIRAL.
You should hear what ____ said about _____.
Interview banter is better than one person speaking.
An engaged and interactive interview leads to…
A passionate and exciting interview leads to a….
Revealing interview!
Benefits to Internet Marketing Business
• Must Build Trust Online
• Relates to credibility and who you associate with
How do you do that online?
Google Trust Rank
• Differentiate yourself
Marketing Benefits
• Door opener leading to credibility-building endorsements
• You become valuable and important
• Potential Joint Ventures
• List exposure
• Unique and appreciated
• Network to the top in record time
• Associate with influential people
• Learn from the best – interactive and FREE content!
High-Perceived Value Content Creation
• Blog – Newsletter – Articles – Book – Audio Product
• Five for the price of one!
How does this create traffic?
• VIRAL – high perceived value giveaways.
• Secure name – offer upsell on thank you page.
• Another interview/set of interviews
• 22% bought – that’s a higher quality lead to sell other things.
SEO
Article submission
• Others use the articles
• One-way back-links
• Ease of viral “pass-around”
• Fresh, unique and varied blog content – Google loves that!
• Use of big names which are highly searched.
• E-zine content – original and valuable.
• You appear important to your list
You become THE INFO SOURCE
They read YOUR newsletter
How to Get an Interview
• 4 Powerful Words…. “Can I interview you?”
• Preface with a genuine compliment
• “I really need your perspective on________”
• “I’d love to interview you”
Now you have an interview…what’s next?
6 Types of Questions
• Rapport Building:
“Why is this so important to you?”
• Likeability/ Trust Building:
“What do you most want people to know?”
• Persona Questions:
“Tell me what you really like about____”
• Revealing Questions:
“What do you find easiest to sell?”
• Digging Questions:
“How do you know that?”
• Questions For Emotional Material:
“How did that make you feel?”
7 Point Emotional Bank Account 7 – Completely connected and on-topic
6 – Emotional
5 – Talkative
4 – Interested
3 – Participating out of duty
2 – Watching the clock
1 – Interview just ended
Effective Techniques • Long pauses – Allow them
• Uncomfortable Reactions – Stay Calm and Don’t Rush
• Allow them to lead – Dump the surface material
• Help achieve confidence
• Dig deeper – Monitor The EBA
• Asking for more sources – Networking
What To Do With Interviews • Get it transcribed
• The story and pieces (teasers) are used for newsletter, ezine and blog content
• The bulk used for articles or reports to giveaway or sell
• Edit CD – You have valuable product. Now you know why I say…
“Interviewing Is The Number One Skill
Any Internet Marketer Can Acquire”
Benefits To Your Sales Copy
• Reveal Emotional Buying Triggers
• Real Life Events and Stories
• Emotion-Rich - Empathetic
• TA - TA
• Breeze Through 13 Steps
• Will NOT Land Flat
• Will NOT Be Exaggerated
• YOU WILL NOT LOSE SALES
Benefits To Your Internet Marketing Business
• FREE Knowledge
• Blog Content
• Newsletter Content That Gets Read
• Article and Product Creation
• Associate With Leaders
• Credible Endorsements
• Profitable Joint Ventures
• One-Way Links
• ESPECIALLY VIRAL MARKETING
World Internet Summit Exclusive Offer
How Quick Will The Return Be?
Worst Case Scenario…A Few Months
Could Be Weeks – Could Be Days –
FOR SURE IT WILL NOT BE LONG!
Package A: The Secret Six and The Power of Intimate Interviews
• 110 Page Manual – 2 Embedding Exercises
• 10 Audio CDs
• 2 Copy Client Interviews – One Resistant – One Emotional - $300.00
• 1 Coaching Client – Uncovering The USP - $200.00
• BKV – Trey - Robert - Alan – Underground Marketing Secrets = $295.00
• THREE Intimate and Interactive Coaching Calls:
• The TWO Best Secret Six and Intimate Interviews = $500.00
• ONE Best of the Best – Unique Techniques = $500.00
• Regular price $1795 World Internet Summit price - Save 50% - $895 or 3 payments of $299
PLUS the first 50 bonus worth $349 (1 Free Consultation And IP)
Here’s How To Take Your Copywriting
Skills Three Notches Higher…
Package B: Shaune Clarke’s 13 Steps To Dynamic Copy • Digital Package: All 10 Weeks of my $6900 Coaching Program • Best-Of-The-Best -- Plus 188 page Manual – Nothin’ But Content • Regular price $2900 World Internet Summit price save $1000 – $1900 or 3 payments of $695 PLUS the first 50 Bonus worth $995 (3 Free Consultations)
Once You Acquire These Million-Dollar Skills
You’ll Have Them Forever – INVALUABLE!
Your Investment Will Show Return For Years To Come
Please Consider My Best Offer…
Interviewing and Copywriting Mastery Package C: Take Both Packages Above And I’ll Add… • The Intimate Interviews Mastery - 6 Week Coaching program • Includes all of the above Plus 6 Interactive coaching sessions
Regular Price For The Coaching Sessions Is $3900
Brett Said… Want To Make A Real Splash Shaune?
Make An Irresistible Offer. Here It Is…
The Coaching Program Is Yours For Just $900 More
All Of It For $3700 or 3 Payments of Just $1300
PLUS The First 50 Bonus Worth $1500 (5 FREE Consultations)
