No matter what level of marketer you are, if you’re doing marketing you have to learn how to copywrite. Some people hate copywriting. I know. I used to be one of them. And truth be told, it still drives me nuts from time to time. But when you have guides, rules, and techniques it become a lot simpler. Well, good news, because I’ve got some good ones for you.
The little guide has a very specific use: Include these three things every time you have a marketing piece that is selling something. These three tools are what separate the men from the boys. This is how you tell if the person who wrote the sales copy knows a damn thing or not. If they are missing these things, the person’s an amateur!
The Copywriter’s Arsenal:
- Risk Reversal
- Bonuses (aka Stacking the Cool)
- One Strong CTA (Call To Action)
Risk reversals are under utilized and hugely powerful. This is the ’30 day Money Back Guarantee’, ’14-Day Trail’, ‘Return it and get double your money back’, ‘3-year Warranty’ on whatever it is that is being sold. The first business I ever had was a painting franchise for one of the largest painting franchisors in Canada, Works Painting. Everybody in the painting industry has a guarantee. Most are only one or two years. In fact, I’ve never come across anyone other than Works Painting who had a guarantee longer than 2 years. And let me tell you, it sold jobs. When all else was equal, I always got the job. Because the guarantee really meant something.
It meant I believed in my work. It meant if I screwed up it was my problem, not theirs. It meant their money was backed by something. And it meant more business for me! Why wouldn’t other painters offer the same guarantee? Where they really that much worse than me? Well, in many cases yes. But the truth was they didn’t want to deal with the hassle and embarrassment of having to go back to someone’s place and fix the work. You know what? I didn’t mind. Because I knew every time I went back their to fix something, I was going to sell them something new! And their neighbours! And get a testimonial from them! And another before and after picture! And, and and…
AND! The best part was this: in three years of running my painting company during the summers as a student, my revenues totaled about $330k. How much do you think it actually cost me to do all the warranty work I created for myself? The answer: less than $3,000. That’s right, below 1%. And like I said, just about every time I went back to someone’s house to warranty some work, it ballooned into a whole lot more paid work!
Bonuses (aka Stacking the Cool)
Here’s a good rule of thumb. Try to make every one of your major offers 10 fold in value. What do I mean by that? What I mean is get people to give you stuff for FREE that has a total value that is greater than 10 times what your selling price is. So if what you are selling has a price of $197 then your bonuses alone should total over $2,000. How can you do this? It’s not tough.
I’m going to give you a few bonuses right now. The first one is Gerry Robert’s Millionaire Mindset Home Study Course. Gerry has sold this all over the world for as much as $600. You can get it for FREE at GerryRobert.com. In addition to that another close friend of mine Jean-Guy Francoeur is trying to build buzz around his new book coming out, The MESSY Manager. To do that he’s giving away digital versions of his previous FIVE books!!! Total value there: just over $200. But because you know me, it FREE! Just go to JGFMarketing.com.
Many businesses will give things away in an effort to get people to try their products. The important thing is to find bonuses that make sense with both your offer (they are complementary) and your audience (they will want it). The area in the middle of that Venn Diagram is where you want every one of your bonuses to lie.
So if you’re a movie theatre then find some classy restaurant to give away one FREE dessert. If you are a acupuncturist, find a chiropractor who will do a FREE initial assessment. If you sell suits, find a men’s fashion consultant who will do one FREE wardrobe consultation. Ultimately, you are bringing qualified prospects to them, so they have nothing to lose (wow, almost sounds like a risk reversal when I put it that way!)
One Strong CTA (Call To Action)A friend of mine, PJ Van Hulle told me a very interesting bit of information. We all know that if you put a banana in front of a monkey that she will take the banana and go eat it. But did you know that if you hold out two banana’s, on in each hand, the monkey will look at one, then the other, then back to the one? Then do nothing. Why?
The answer is our minds are not always as sophisticated as we would like to think. When the mind becomes confused the response it spits back is simply “No”. So when you tell someone to purchase online or call your 1-800 number, you are creating confusion. Which one is it? Do you want them to purchase online, or call your 1-800 number? If the person doesn’t know, the answer is “No!” And then they leave your site and probably never come back.
People love to be in the hands of an expert. It’s true. That’s why you go to your doctor, that’s why you ask your lawyer friend for legal advice, and that’s why you trust books over opinions you overhear in the coffee shop. Any what’s more, people listen to those of us who are in a position of authority. When the dentist tells you that you need a root canal you don’t argue! If an engineer tells you that your house is not safe, you listen! And when the Mac Genius’ at the Apple Store starts tearing apart your coveted Macbook, you quietly look on (please note you would not let anyone other than the three experts I listed above do any of those respective things).
If you’re selling something, you darn well better come off as the expert. So as an expert (in whatever field you’re in) you need to make one strong, clear, concise recommendation. Now with that in mind click on the Facebook icon just below the “Sharing is sexy!” icon. Don’t wait around, don’t hesitate. If you’ve read this all the way to the bottom, you obviously found it captivating and/or useful on some level. So do me a favor and share it with your friends on Facebook. Click the button and spread some love!
Original post here.