Recently I sat down with David Garfinkel and asked him to share some secrets with me.
Even if you think you already know how to write great ads, I highly recommend reading this interview. Great marketers never stop learning!
By now I'm sure you've heard of David Garfinkel, author of "Killer Copy Tactics." I've been promoting David very heavily lately. Why? Well, David is an amazing teacher! I wish I had met David years ago. It would have saved me years of trial and error.
My question to David was this: "If someone held a gun to your head and you had to give them the 10 best ways they could triple the response of their advertising, what would you suggest?"
Here's David's superb response:
1. Write your headline from your prospect's point of view, not your own.
It's amazing how many business people forget to look at their products and services from the perspective of the people buying them. The sooner your prospects recognize themselves and their own wants and needs in the words you use in your headline, the more they will buy from you.
2. Use the words "You," "New" and/or "How to" in your headline
These are proven words that rivet attention. Hook them up to a benefit your prospect wants, and your response will skyrocket!
3. Make your opening sentence continue what you were talking about in the headline.
If in your headline you promised your prospect a new way to make money, say something in your opening sentence to get them even more excited about making money. If your headline promised relief from a problem, use your opening sentence to intensify their awareness of their problem.
4. Tell your whole story, in miniature, by the time the first paragraph is over.
People have a very short attention span these days. If you can telescope your entire sales story down to a sound-bite-in-writing -- think of how they do this on the TV news, where they give you the key points of a story and then say "film at 11" --far more people will read your copy, and your sales will increase dramatically. Then use the rest of your copy to retell your story, in more detail.
5. Use specific, powerful (and most important of all, true) testimonials.
No matter how honest or persuasive you are, people usually won't believe you in your copy when they first read it. They need to get to know you and trust you... and that can take a while. Unfortunately, you don't have a while -- you have to sell them right now. But they will be much more likely to believe other people when those people are singing your praises. It's just human nature. So get testimonials that give you high credibility.
6. Use detailed, convincing case studies.
No matter what you're selling, people always have the following question in the back of their minds: "How will this work for someone like me?" A detailed, in-depth case study of someone using your product or service will answer that question -- and when you include a case study like that, far more people will buy from you.
7. Use a powerful guarantee and draw attention to it.
You can't sell on the Web or through mail-order without using a guarantee. So as long as you have to use one anyway, use a strong one and highlight it to the max! Your increased sales will far outnumber any additional returns you might have, and you'll come out way ahead.
8. Edit your copy ruthlessly.
If a word doesn't keep the reader reading by making what you're writing more interesting, or making what you're selling more appealing, cut it out. Copywriting is the art of doing more with fewer words. Every word has to work really hard, and your copy has to be easy to read. The fewer words you have doing the same job, the more people will buy from you.
9. Give one or more free bonuses so it is easier to say "yes" than to say "no."
Just look at what we did with "Killer Copy Tactics." There are three free bonuses, each of which is easily worth more than the price of the entire course! Every good direct marketer does the same thing. From free calculators with magazine subscriptions to a free American Express Platinum Card with a new Lexus, bonuses consistently improve response and end up making you more money when you use them.
David hit the nail right on the head. These are exactly the types of tactics I use, and you should as well.
David's course "Killer Copy Tactics" is a fun and easy way to learn how to write copy that really sells! You can listen to an audio sample of the course
here (great
stuff!)
All the best,
Mark Joyner
CEO, Aesop Marketing Corporation
ABOUT THE AUTHOR:
Mark Joyner is widely recognized as one of the top Internet Marketing experts in the world. He recently retired as CEO of Aesop
Corporation, the makers of the famous ROIbot Tracker. He is the author of
1001 Killer Internet Marketing Tactics and the wildly popular
Confidential Internet Intelligence
Manuscript. Using just one of the techniques he reveals in this top secret report is guaranteed to increase your Internet sales by 32%! Before
he left, Mark rounded up 14 of his fellow Marketing Masters in a legendary last,
tell all seminar and now this Ultimate
Marketing Seminar is available to you on 15 DVDs. Click
here to learn more...
As
luck would have it, you can kill two birds with one stone simply by
signing up for the
Web Success Informer.
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