Dear Friend and Subscriber,
You see I have just been critiqueing some “work” sent in by some of my clients, most of whom claim to have studied my material at least once and to have “followed everything” I have told them to do. Well all I can say is judging by what I’m seeing, it doesn’t show!
It’s the same old same old; no bold headline, no guarantee, no testimonials, no benefits, no bullet points and would you believe it , NO OFFER! In some cases, there is no method of response provided. Now don’t think for a moment that I’m picking on you alone. The truth is, you know more about writing a money making ad than 95% of the population; thing is, 95% of the population have an excuse for being advertising victims, YOU DON’T!
Here, I have spotlighted a great, ugly, gaping hole in the $$$ buckets of many business owners. And most will not even miss the $$’s which fall through it because it was not even collected in the first place. And you can put it down to atrocious advertising before any other “$$$ leaking hole” in your business.
So I have decided ot fix it once and for all because I am sick to death of critiquieing the same old mistakes year in, year out. After this Newsletter, I will simply refuse to critique any ads or sales letters which don’t follow my recipe for creating sales spitting $$$ ads! What I will do, is send the dismal, clearly uneducated failures back with a note saying “Re read sections on Ads and Sales letter writing and then do some WORK! Only then, send me your ads and material to be critiqued!
Now I can hear some of you bleating “But Mal, I just want you to do it all for me, I don’t actually want to do any work myself”. OK, here’s my list of charges for Sales letters. They start at $7,000 plus 1% royalty for 5 years! For me to write a sequence of ads, Sales Letters and Farming Letters, the charge would be $12,000 to $20,000 +2% royalty.
It’s not my intention to sound like a braggart in saying that if you were to hire me to write your ad material, it would probably be one of the best investments you ever make! I have written Sales Letters and ads which have generated hundreds of thousands of $$$, even millions of $$$, some 5 years after I first wrote them! So how do you put a price on that?? You can’t!
And the truth is, most of you can’t …… or won’t be prepared to part with the kind of $$ – and that’s fine. There is absolutely no point in me “doing it all for you” in your critique, because it’s critically important that you learn the simple skill yourself – so that you can literally “print money” legally, any time you like.
The reason I’m talking about how much money I’ve made from writing powerful sales copy, is to highlight the undeniable value there is in taking the time to learn the skill! You only have to learn it ONCE in order to apply the same formula to every ad or copy piece you write in the future.
You’ve probably heard me say it before and I’ll say it again. In business, you perform every task to your level of incompetence!
So if it improves your competency level in a marketing and sales sense, this simple skill will become the most valuable and highest money generating skill you posess. I guarantee it!
So listen up, because you’re going to love this. Why? Because it’s so SIMPLE a child could do it! I actually know a couple of kids who would take to the task with relish and I have no doubt, do the formula great justice within their range of vocabulary and life experience.
Here is my cash “spitting” secret formula:
PROBLEM (Remind the reader – your target market, that they have a problem)
AGGRAVATE the problem
SOLVE the problem
PROVE that your solution works
CALL to ACTION – Offer.
1. PROBLEM: Your headline must quickly attract the attention of a group of people with a particular problem. Remember, it’s the thing that keeps them awake at night that you are reminding them of – and it’s the first thing they think of when they wake up in the morning.
The reason you need to “flag” the problem is because every single buying decision is based on ‘pain to pleasure’, ‘problem to solution’. That’s also why a lot of Mail Order people get stuck on product – they’re looking for a product when in fact they ought to be looking for a problem to solve.
Let’s look at some “Problem” orientated headlines.
Corns Gone in 5 Days or it’s FREE
Your Car Repaired Right the First Time or it’s Free Until it is!
ATTENTION MEN – Do You Suffer from Sexual Dysfunction?
Learn to Make Money Trading Options in 44 Days!
Learn to Buy 7 Properties in 7 Years and Retire Rich in 10 Years
How To Lose Weight and Reshape Your Body with Pilates
ANNOUNCING – Immediate Relief for Toothache
The trick is to only sell SOLUTIONS and the more desperate your targeted client is for the solution, the more they will pay for it.
I’ll prove it to you. Take a man who has a very painful toothache that’s kept him up all night, depriving him of sleep. Put this sleep deprived fellow in a room full of Megan Gale look alikes – and he is unlikely to notice them! At least until his toothache begins ot wear off!
Or maybe he’s dedicated Collingwood supporter and you offer him a FREE VIP ticket to watch his favourite team win the Grand Final and guess what – while he’s in extreme pain, he couldn’t care less – at least until the pain wears off. Offer him the Lotto numbers in next week’s draw and still he will struggle to get his head straight until he is pain free!
BUT if I were to offer to immediately relieve his toothache – then I’ve GOT him! Don’t sell him something he wants – sell him something he HAS TO HAVE! (the solution to his problem!)
All Sales letters and ads must have a headline and the purpose of that headline is to get the attention of your prospect! A simple test of how good a headline is, would be to put it in an ad by itself , devoid of any other copy, except for the contact telephone number and see if you get any calls! The headline must be able to stand alone!
Your headline should leave nothing ot chance. You see you have .07 of a second to get your prospect’s attention. That’s why trying to use humour or getting your prospect to ‘think’ generally doesn’t work, ceratinly not as well as the alternative.
2. AGGRAVATE the PROBLEM: In your next paragraph after the headline, aggravate the problem even further!
Here are some examples of bolded subheads with the type of product being promoted also shown.
BOOK PROMOTING FRUIT AND VEG FOR HEALTH
“Do you suffer from arthritis, headaches, insomnia, stress, hay fever, anxiety, high or low blood pressure, constipation or bowel disorders, hair loss, asthma, skin conditions or low libido? If you do you’re not in the best of health and need help!”
SEXUAL ENHANCEMENT PRODUCT
“Do you suffer from lack of libido? Do you have problems getting and maintaining erections? Are you struggling to satisfy your lover?”
“If you struggle to find an exercise that doesn’t demand hours in the gym and isn’t of a high impact nature, which can often result in serious long term stress injuries, ……….”
“Do you spend hundreds of dollars on an array of health related products for specific ailments, not to mention hundreds more a month for cleaning products, which research shows can damage our health anyway?”
Here you need to play on the emotions of the reader. Remember the 5 E (Emotional) factors? They are:
Out of these 5 factors, it is FEAR of loss, which evokes the most powerful emotion influencing us to buy.
Try to include some or ALL of these in your copy and the sale will be yours! Paragraphs such as the ones above could easily stand alone as a sub headline.
3. SOLVE the PROBLEM: Everybody is tuned to the same radio station WIIFM – What’s in it for ME? Tell your prospects right up front, what’s in it for them and you have a better chance of getting them to continue reading. Try to use short paragraphs, single sentences and bullet points making your copy easier to read. Think of the bullets as “little headlines” revealing BENEFITS to the reader in having your product or service. Remember, different people are motivated by different benefits and that’s why you must include “benefit packed” bullet points in your copy. If you have a full page of bullets, you may want to bold alternate bullet points. This will make them easier to read.
4. PROVE it WORKS: The greatest barrier to a sale that exists, is lack of trust. Let’s face it, we have justifiably become somewhat cynical, given the volume of lies we have been fed, seemingly on a daily basis. It’s little wonder we trust no-one today. Not only that, consumers are far more informed and have more choice than ever before. As a seller and who isn’t, you can choose to be a tactician and embrace people’s reasons for not buying. Instead of viewing their reticence to buy as a stumbling block, see it in a whole new light as a stepping stone to the sale! What your prospective client is really saying is “Look I’m really interested, but you haven’t quite convinced me yet, to spend the money with you or someone else – or at all! Please tell me more.”
As a tactician, you have a wealth of “tools” at your disposal, to turn this situation right around. These are:
Before and after photos
TESTIMONIALS are the most under utilised marketing tools as I see it. And a testimonial provided by a satisfied customer is at least 1,000 times better than anything you can say about yourself.
By the way, I’m NOT talking about the kind of testimonial that goes something like this:
“I went to Mal Emery’s Boot Camp and it was great” D. B. Melbourne Not only is the testimonial rather meaningless, whom among you would trust D.B. Melbourne?
What about …
“After Mal Emery’s Boot Camp, I sent out 28 letters that resulted in $30,000 in…… one week!” Chris Bloor, Quality Business Institute, Balcatta Ph: 0500 534 555
That is actually an authentic testimonial broken down into a precise headline and leaves nothing to the imagination. Make your testimonials meaningful and specific, not vague and general.
Testimonials can take different forms. At my Boot Camp, for example, I passed the microphone around to hear first hand what attendees had to say and recorded on both video and audio as it happened. It then became a simple process to have DVD, video, audio cassette and CD recordings made. I also chose sections of the recordings to be transcribed into print, thereby creating a whole manual of Boot Camp testimonials. Does that sound like powerful “proof”?
SCIENTIFIC DATA: I often use such information appropriate to the product. There is an abundance of information readily available these days, about virtually anything you would care to know. Of course the Internet is an amazing resource and so are libraries and government agencies. I continually source newspapers for relevent information.
GUARANTEES: Another under utilised marketing tactic! And here again, the more meaningful and specific your guarantee, the more powerful it will be.
Before I get into it, let me tell you a great story about how one man found a way to overcome a very tricky area relating to guarantees. You see he runs a dog shelter; his business is actually a non profit organisation, which precludes him from returning money to donors, in fact it would be illegal. This is how he overcame his problem in a fund raising appeal letter: