On Copywriting

Bullets That Penetrate

Want to know how to write bullets that penetrate to the heart and soul of your prospect? Okay, I'll tell you.

But before I do, let me say this. What I say is not "the right way." It's one way. It's the way I do it.

So here it goes.

An effective bullet starts with giving a specific benefit. For instance, "How to write bullets that penetrate your prospect's natural buying defenses." (Ooh. I think I like this variation better.)

Left alone, that is a good bullet. Why? Because of a few key elements:

1. The phrase "How to" immediately draws the reader in with the promise that he will learn something.

2. Powerful verb. (Notice how the verb ties in with the image of a bullet?)

3. Benefit appropriate to the target audience. (If you are in business, you will want to know how to "penetrate your prospect's natural buying defenses.")

Here's the thing. We don't want just a "good" bullet. We want an excellent bullet.

So what's next?

I call it "Belief Expansion." Basically, you want to expand your reader's belief about what is possible.

But there is a catch. The belief you expand must be one that he wishes were otherwise.

For example, if a man believes that "good things come to those who wait," and that is the way he wishes it to be, then that is not a belief you want to challenge or expand.

But if a man believes you must work hard to become wealthy, and he wishes it were not so, then that is a belief that's ripe for expanding.

Let's get back to my original example. How might we undertake this "Belief Expansion"?

Here's my first crack at making our "good" bullet into an excellent one:

• How to write bullets that penetrate your prospect's natural buying defenses. (It doesn't matter if your prospects are the most burnt-out, jaded, and cynical in the world, they will be riveted by every word you write.)

Now doesn't that just "zing" you when you read it? I can imagine my reader saying, "Oh, man, if I could really make that happen, that would be GREAT!"

Are you begining to see how this works?

Our prospect believes that his customers are different. He believes that because they are burnt-out, jaded, and cynical, there's no way they're going to listen to his pitch.

Of course, although Mr. Prospect believes this, he wishes it were otherwise. And so I give him permission to believe that his current belief may not be quite right.

In my opinion, the first half of the bullet is less important than the second half.

Because unless you're challenging and expanding your prospects beliefs, you're not connecting with him on a deep enough level. And you have to go deep if you want to win over his wallet.

Want more bullet writing tips? Join Copywriting Code and read my 2,057 word article How to Write Bullets that Penetrate Your Buyer's Natural Buying Defenses.

Free Razor Blades

Trust is vital to closing the sale. Even when an offer involves a free product or service.

For instance, I remember hearing a story about a guy who wanted to prove how important trust is in consummating a sale. So he placed a classified ad for free money.

The trouble was, his offer was too outrageous ("Nobody is going to give away free money!"). Plus nobody knew who he was ("Who is this guy anyway?!"). And so not a single person responded to the ad, even though the offer was genuine.

I actually started thinking about this because of some razor blades.

My wife had asked me if I needed anything from the grocery store. I said, yes, I needed some new razor blades. I asked her to get the Gillette Mach 3 blades.

She did exactly as I asked. But there was a problem...

I needed the Mach 3 blades that are designed for the "ancient" Gillette Sensor handle. She got the ones that fit the Mach 3 handle.

So now I have these razor blades that I probably couldn't even give away for free.

Imagine coming across a classified ad in the paper: "Free Razor Blades - Package Already Opened - 4 Blades For Gillette Mach 3 Razor - Only One Package Available - Send You Mailing Address To..." Etc.

How many people do you think would contact me? My guess is zero.

Moral of the story: never underestimate the role of trust in copywriting and sales. It is the foundation of all sales. Without it, you're not going to get very far... even if you're offer is extraordinarily good.

So - anybody want some free razor blades? ;-)

Strange Connections

Have you ever felt like you met somebody for a reason?

I feel that way about Mauricio Martinez.

He's an accomplished business strategist I met in Atlanta this past spring.

The strange part is, Mauricio lives just a few miles to the north of me.

But I met him "by chance" at a group lunch a thousand miles to the east!

Mauricio has worked directly with numerous millionaire entrepreneurs.

He's learned what it takes to quickly grow a business to a million dollars or more—and he's created a 7-step system to help other entrepreneurs do the same.

  ==> It's called The Business Growth Secret.

On Thursday night, at 7pm Mountain, he's agreed to reveal what's required to build a 7-figure business.

http://www.thebusinessgrowthsecret.com/ryan

What makes Mauricio such an outstanding business strategist is this: he's mastered marketing and the "nuts and bolts" of structuring and growing businesses.

It doesn't matter if you're a copywriter or a business person: I guarantee the call will be valuable to you.

The teleseminar will be Thursday, June 22 at:
  ==> 9pm Eastern
  ==> 8pm Central
  ==> 7pm Mountain
  ==> 6pm Pacific

To get the call-in details for this complimentary teleseminar, please complete the form on this page:

http://www.thebusinessgrowthsecret.com/ryan

Instant Copywriting Business

John "Angel" Anghelache is his name.

• He's written copy for Gary Halbert, Michel Fortin, David Garfinkle, Yanik Silver, and more.

• He makes tens of thousands a year as a full-time freelance copywriter.

• His first big winner pulled in over $25,000,000.00.

Why am I telling you this?

Because this coming Tuesday, he's spilling the beans... and... telling you exactly how you can create an instant copywriting business, virtually overnight.

If you participate in any teleseminar this year, it should be this one. (Not to mention, it's FREE.)

Reserve your seat here. Only 100 lines available.

The teleseminar will be Tuesday, June 20 at:
    ==> 9pm Eastern
    ==> 8pm Central
    ==> 7pm Mountain
    ==> 6pm Pacific

See you on the call!

P.S. Want to be a full-time copywriter this year? Then you absolutely must listen to this call.

Click this link to reserve your seat. Double opt-in required.

Update as of March 23, 2007: The links above have been changed so you can download my latest interview with John Anghelache on Feb. 23, 2007.

Law of the 2nd Sale

Your success in copywriting (and in any business for that matter) is dependent on how well you think ahead... and on how well you're able to secure the next sale.

Colleagues and students often ask me, "Where do you get most of your business?"

Honestly, the majority of my business is repeat and referral business. I do take new clients from time to time, and most of them come from networking at seminars.

The point I'd like to make is this: you're long-term success is dependent on how well you're able to get your customers to buy the 2nd time (and the third and the fourth, etc.).

The first sale counts, but not as much as the second. :-)

Many companies, especially those that sell consumer products, will take a loss on the first sale, then make their money back on future purchases. Some campaigns don't even become profitable until the third or fourth sale.

Can you imagine? Thinking like this is foreign to most of us because we've been told that a marketing campaign must be profitable from the beginning for it to be considered a success.

But just this weekend, while I was at the Customer Appreciation Seminar in L.A., Alex Mandossian said that a customer who buys a 2nd time is worth at least 10 times as much as a customer who only buys once (!!!).

Ben Mack, a good friend of mine, is a master at teaching business people how to get the 2nd sale. In fact, he's been responsible for marketing campaigns that have produced in excess of $100,000,000—that's a hundred million dollars!

He's authored (or contributed to) seven different books on marketing, magic, and persuasion. And now he's released a brand new marketing course that shows you exactly how to go about creating a marketing strategy that practically guarantees you'll get consistent sales now and long into the future.

I'm personally going through the course right now, and it's excellent. Each chapter has exercises and questions that help you extract value and start implementing immediately.

Ben's marketing course is called Think Two Products Ahead. It doesn't matter whether you sell physical products or a service (like copywriting), the lessons are still highly relevant.

Ben has indicated he's only going to be offering the course through June 30. If you currently have a business, or if you're just starting one, I highly recommed you check out Think Two Products Ahead.

When you click the link below, you will need to enter your name and email address. Go ahead and do it—the bonus gift alone is worth it. Then read what it's all about. If it's for you, buy the course. If not, no big deal.

Learn more here >> Ben Mack - Think Two Products Ahead

Fortune in the Follow-Up

In Secrets of Successful Direct Mail by Dick Benson, I came across this quote: "In two-steps, if an inquiry costs $10, surely it should be worth another $10 to convert the inquiry to a sale." (p. 167)

I'm in total agreement.

In fact, I'm addressing this issue with one of my clients right now. Based on numbers he shared with me for a particular magazine he's advertising with, he's paying approximately $108 per lead. That's a huge number.

But get this.

He never sends a single piece of follow-up mail, even if the prospect comes in for an appointment and fails to become a customer.

It's like a "one-strike and you're out" system. If a prospect of his comes in and doesn't buy, that's it!

Okay. I have a question.

If you're paying $108 for a lead, don't you think it makes sense to spend $0.70 to send out a single page follow-up letter via first-class post? Or perhaps a postcard for $0.30?

They have a saying in direct mail, which I think it's appropriate to mention here: "The fortune is in the follow-up." If you're not doing follow-up... or if you're clients aren't doing follow-up... then start. It'll make a world of difference to your bottom line. (Your bank account will thank you.)