Marketing For Success – 2006
Volume 06 – Issue 03
Brought to you by Ultimate Success Strategies, Inc.
©
2003-2006 – (Sent to confirmed subscribers only)
Give your friends a helping hand. Forward Marketing
For Success to
them. They’ll love you for it. (Formerly known as Writing For Success)
Manage your subscription to Marketing For
Success easily by
using the links at the end of this e-mail.
“Some
People Pursue Success… Others Create It”
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Note: This E-zine is for solopreneurs, entrepreneurs, businesses, copywriters,
and anyone who wants to grow their business and achieve ultimate success.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
In This Issue:
Ø
Greetings from Vicky’s
E-desk…
… New Ezine name… New content to
help you get clients and keep them!
Ø
Useful Tips &
Tidbits You Can Use... Wordsmithing your way to
reaching your goals!
Ø Feature Article – Mail Secrets No Human Being
Can Resist: How To Get Your Direct Mail Opened And Read By Everyone Who Gets It
- By Bob Martel
Ø Meet Our Sponsor – Fast & Furious Yellow Page Ad Consultants Mini-Program: How to tap into your share of the local small business market quickly and easily – step by step
Ø Red-Hot Links For Your Success
Ø
Marketing For Success
Archives
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
[Vicky’s
Note: If any links in this publication
aren’t active, simply copy and paste the entire link (starting with the
http://) into your web browser…]
Quote of the month:
“Learn to enjoy every minute
of your life. Be happy now. Don’t wait for something outside of yourself to
make you happy in the future. Think how really precious is the time you have to
spend, whether it’s at work or with your family.”
-- Earl Nightingale
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Greetings from Vicky’s messy e-desk…
New Ezine name… better
content to help you get clients and keep them!
(Friday
Afternoon –
Howdy Y’all,
It’s spring and I’m making
some changes. Notice the new Ezine name, Marketing For Success. Why the change?
I’ll explain…
You see, there is much more
to making it as a successful copywriter than just writing winning copy.
Much More!
In today’s marketplace you
also need to become a skilled marketing consultant. I’ve noticed websites,
direct mail, and even TV commercials that are totally missing the mark. And
many Yellow Page ads are an atrocious waste of money. When you go back and take
a look at people like David Ogilvy, John Caples, Gary Bencivenga, and Dan
Kennedy (just to name a few) you’ll notice one thing… they hammer home one
point in particular – testing, ROI, and accountable marketing methods.
To become successful in the
marketing arena, you need to know how to position yourself as the “go to guy”
marketing professional who gets results. When you do this, your clients will
gladly pay you what your worth because you’re the one bringing home the bacon
for them. And they want to keep that going. You’re their biggest ASSET!
I’ve recently teamed up with
a brilliant marketer by the name of
I recently talked to one of
Bob’s clients (of over a decade) and he told me he’s still mailing one letter
Bob wrote for him 10 years ago. He told me it’s a million-dollar letter. Every
time he mails it he gets new business. Now that’s marketing supreme! That’s
proven marketing.
It appears many advertising “gurus”
have forgotten (or never learned) the basics of getting people to buy. I’m not
talking about hitting-them-over-the-head-selling tactics… I’m talking about
touching the heart of your prospect. Winning their trust. Taking them under
your marketing wing and looking out for their best interests.
I’m talking about finding out
what it is your client really wants to accomplish and formulating a specific
plan to give it to him/her. And to do this you need to create something much
more substantial than hype. And to do this you need to be more than a
copywriter… you need to position yourself as a results-oriented marketing
consultant.
While everyone else is out
there is shouting to be heard above all the hyped up noise… Bob has been
quietly working, networking, writing, and making a very good living marketing
for local clients and Internet clients alike. I was privileged to meet him when
he made a couple of rare teleseminar appearances recently. He is touted as a
Yellow Page mastermind and I’m here to tell you, it’s true!
I know and have coached quite
a few copywriters who have talent for writing copy. But they just don’t know
what to do with it.
Those days are now over.
Bob and I have been working
feverishly to launch cutting-edge action plans that will be instrumental in
helping you find and win over new clients. And the plans we’re rolling out
don’t stop there… once you get clients calling you - to hire you to create
their marketing materials, we’ll show you how to keep these clients for years
to come. You’ll be surprised how much money you’re leaving on the table right
now. It’s mind-boggling.
We want to help you reframe
your mind… to think past the one-time customer copywriting jobs.
Visualize your goals. Think
of who you’d really like to work with. What type of industries are you
seriously interested in?
Self-help?
HVAC?
Dentists?
Non-profits?
Financial?
Health/Alternative Health?
Security?
Insurance?
Plumbers?
Think about this for a
moment. Make a list of the top three industries you want to work in. Write them
down.
Now picture yourself sitting
down… knowing exactly what you need to do to get these clients to call you.
That’s right. I’m not talking about cold-calling. I’m talking about getting
these people to pick up their phone and call you.
It’s easier than you may think.
This is going to be the central
focus of this Ezine. We’ll still be involved in copywriting and helping you
improve your skills in this arena. The difference is now we’ll take you beyond
just creating winning copy.
How would you like to know
the secrets to finding your ideal clients? How to turn not so ideal ones into
clients that will sing your praises because of the results you bring them? How
would you like to be a marketing hero too? (As you can imagine, this translates
into $$$ in your pockets.)
Hang on tight, you’ve finally
met two people who can make this all happen for you. And you won’t have to
hopscotch all over the country attending pricey seminars and paying $5k (or
more) for still more information. Chances are you have more information in
front of you now than you know what to do with!
Picture finding a toolbox at
your front door. In this toolbox are the tools you need to get started right
away to get your highly profitable marketing consultant business underway.
No theories, no info products, just proven tools you
can start using right away.
This is the missing puzzle
piece you need to launch yourself as a true marketing professional who gets
results for your clients. You don’t need another course… you need actual
hands-on in-the-trenches experience and guidance.
This is a special invitation
for you to visit http://www.areyoufinallyready.com
and see for yourself just what Bob and I have in store for you.
A few minutes ago I mentioned
the Yellow Pages. Later, I’ll show you how you can use this tool like a magic
wand to generate clients and produce income whenever you need it.
But for now, let’s get into
this issue of Marketing For Success!
To your success,
Vicky Heron
Marketing Consultant
P.S. Are You
Finally Ready (http://www.areyoufinallyready.com)
is like nothing else out there. It’s not about selling you another “dream” or a
how-to-earn-six-figures-while-you-sleep scheme. Smart people know you have to
do more to make money than just sleep. People who make good money do it by
knowing how to work SMART.
So quit buying more courses,
more books and making the seminar peddlers rich. You’ve had plenty of that… now
put it all together and build your business! (Wouldn’t it feel great to pay off
the mountain of debts you’ve accumulated?)
P.P.S.
There’s a rumor going around… something about a Texas BBQ??? Have you heard it
yet? I’ll poke around and see what I can find out. I’ll keep you posted!
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Useful Tips & Tidbits You Can Use…
Wordsmithing
your way to reaching your goals!
Here are a few practical yet powerful tips to
creating winning direct response promos:
1. Figure out who your ideal
customer is. One person. Give him a name and a face. What are his problems?
2. What does this person want
to solve? What will happen if he lets it go? Will it get worse? What does this
mean to him?
3. Present the perfect
solution to his problems. Pay attention at all times to WIIFM (What’s In It For
Me – this is the only thing your customer cares about).
4. Write conversationally,
like you talk. If you’re writing to an engineer you’ll use a different tone
than the one you would use for an auto mechanic. KNOW YOUR CUSTOMER like you
know yourself – inside out. Then use the tone that’s right for your audience.
5. Grab attention with a
powerful headline! It doesn’t have to be long, but it does have to be
meaningful.
6. Make a compelling offer.
Don’t treat this like an afterthought – it’s as important as the headline.
Caution – don’t clutter your offer with too many choices or variations of what
he’ll get. You can have 2 or 3 choices, no more. For example, order a 1 year subscription
and save 50% off the newsstand price. Order 2 years and get 75% off, or order 3
years and get 75% off plus (and include a premium or two).
7. Make your call to action
crystal-clear. Don’t make him guess what you want him to do. Spell it out simply
and completely. If you want him to call, say it… “Call 1-800-555-1212 to order
today.”
8. Choose your words
carefully. Paint pictures with your words. Help him see how you are going to
make his life better, save him money, end his problems with your widget. Don’t
go off on tangents. Stay focused. DON’T WASTE YOUR WORDS. Be concise!
9. One final but all important
thing to do… PROOFREAD! Proofread… and proofread again. Read your sales
document out loud several times, word for word. Then go from the bottom to the
top one sentence at a time. The best way to do this is to print it out and
whenever you hesitate or something seems not to flow well, mark it and when you
reach the end, clean up these areas and give them power.
When you’re done with step 9, let your piece set for
a few days. Put it away. Then come back and reread it with fresh eyes. You’ll
be amazed at what you see… things that need to be tweaked, clarified or
deleted.
Here’s to winning messages!
To view past Useful Tips & Tidbits You Can Use,
please visit our e-zine archives at
http://copywritingspecialists.com/EzineArchives
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Feature Article
Mail Secrets No Human Being Can Resist:
How To Get Your Direct Mail Opened And Read By Everyone Who Gets It
by
JMB
Marketing
In direct mail, there is often a lot of waste, especially to “cold” prospects who have never heard of you before. One of the largest areas of waste on any direct mail package is when perfectly good prospects end up throwing your sales piece into the trash without giving it a fair shot, often before it is even opened.
This
goes back to the semi-famous “A pile/B pile” discussion of direct mail. The
idea goes that
These people can be sold (and many are)…if you know how to reach them.
You can write one of the greatest sales pieces in the world for your client, but you could be leaving enormous amounts of money on the table if they mess up how, and under what conditions it is delivered. And when the client doesn’t make as much as they could, it not only hurts your performance record for later use in testimonials, but if your pay is linked to sales in any way, your paycheck gets slashed big time.
That’s why whenever I do a sales piece for a client, I want to have maximum control over the entire process from the writing and format, all the way to when the prospect is actually holding the piece in their hands (or even viewing it on their screens.)
Where I see most people mess up, and the thing that hardly anyone ever seems to talk about at any length, is direct mail “teaser” copy. A lot of time and money is often spent on what many call “one of the most important parts of your DM package.” Why? Because they clam that it is a vital element to getting your message read. When you compare that logic to other direct mail, it seems to make sense at first…but this assumption is mistake #1. Mistake #2 is when they take it a step further and actually try to make a pitch on the envelope, even before the prospect has opened the letter!
I’m not saying all teaser copy is bad…there is a time and a place for everything. But most people botch it up. The general rule to keep in mind is that if you’re going to put any teaser copy at all, you might as well go ahead and fill every square inch of the envelope up with the stuff…because you’ve already let the cat out of the bag that you’re trying to sell them something, so you might as well deliver a full effort.
But there is a far, far easier way to not only keep your piece out of the trash can, but to make sure it gets opened by every single person who receives it…by following my simple steps to making your piece look like “A pile” mail.
However, if you’re going to do what I’m talking about here, you’ve got to do it right and you’ve got to do it all the way. Mess just one thing up, or leave one thing out, and you’ve blown it.
So after years of testing and results, here are the best ways to make sure your letter will get opened and at least looked at by as many prospects as humanly possible:
#1. Zero Teaser Copy: Despite what the big companies tell you, I’ve personally had tremendous results with envelopes totally devoid of any teaser copy whatsoever. Just a pure, white, plain-jane envelope. Think about it. When your dear old grandma writes you a letter, does her envelope say “6 Reasons Why I Love You, Details Inside?” I don’t think so. Or how about “10 Things I’m Not Getting You For Your Next Birthday?” …no, no, no!
#2. Stamps: You want live, real
honest-to-goodness stamps. No meter impressions. No bulk mail BS (there are
deliverability issues with bulk, not to mention the fact that it gets there
much slower, does not get forwarded to new addresses, and most people can spot
bulk mail from a mile away.) First class stamps will be worth the extra cost
many times over. And if you’re going to use real stamps, tests have shown that
commemorative stamps pull better than those generic
#3. Handwritten addresses: Whenever possible, you want real, live handwritten addresses. I know of some companies who hire stay-at-home moms to sit and address envelopes while they watch daytime TV. It pays off big time. But if you’re mailing super-large quantities, real handwriting might be unrealistic. So in those cases, you want the best fake handwriting money can buy. With technology what it is these days, there are a lot of good options out there. Test blue ink versus black ink. Sometimes blue pulls better.
#4. Return address: There had better not be a company name on that return address. Never use any P.O. boxes, or suite numbers, either. If you have a suite, change it to “apartment” or something like that. If there is any name at all, you want it to be the name of a real, live human being, and not a faceless entity. Preferably from a colleague or someone else they might know. But even better than that (sometimes) is simply a return address without any name of anything whatsoever. All handwritten, of course. Something else that works well is using those crappy return address labels you get for free in the mail (you know, like with a monogram or a picture of a penguin on them or something.)…but make sure they are badly stuck on…maybe crooked a little. Another way to do it is have absolutely no return address, but instead put a postal barcode on the envelope so that in the event of non-delivery, the post office still knows what to do, and your letter still gets returned to you so you can purge the name from your database.
#5. Consistency: Since we’re going to all this trouble to be in the “A pile,” whenever the prospect opens that letter, the first thing they see had better be what they expect to see…which is a letter. Not a brochure, not an order form. If you want to include anything else other than a letter, the best way to do that is have a 2nd envelope inside that contains those kinds of things. Write (by hand, preferably) something on the outside of that envelope like “Open Only After You’ve Read My Entire Letter”…some people will follow instructions and some won’t so whatever is inside that envelope had better carry its weight in gold as far as the sales copy it contains. Even how the envelope is stuffed makes a big difference. Statistics show that most people open the envelope with the flap facing them…so whenever you stuff your envelope, you had better make sure that the first thing they see when they pull the piece out is text…preferably the middle text of the first page of your letter, with the papers folded where this would be the case.
#6. Timing: Consider holidays and times of the year when people are not likely to be at home. Winter is a good time to catch people at home. Also, the day of the week is important. You do not want your mail arriving on a Monday, a Friday, or a Saturday. Mondays are too hectic, everyone’s mind is too focused on the weekend on Fridays, and people are usually distracted by an activity on Saturdays. Therefore, you want your message arriving on a Tuesday, Wednesday, or Thursday…and so the best time to go to the post office to drop off your first class mail I have been describing is on a Saturday, so the chances of it getting there at the optimal time are much better.
…And here are some additional bonuses you may want to consider using with your DM package:
#7. Gimmicks: When using this approach, you can even spice it up a little by adding coffee stains, hand-drawn doodles (like with math problems, jotted notes, phone numbers, curly cues and whatnot all over the envelope), or even something like spraying the envelope with a little shot of a good perfume (especially if you’re marketing to men)…even better if the perfume has been dashed with pheromones. The point of all of this is to make it appear as though the letter was sent to the single prospect and no one else in the entire world. If you’re doing limited mailings for a very high price product to only a few hundred people, you might consider not sending your message in an envelope at all. Send it in an empty wine bottle. Send it in a money bag. There are lots more, but if you decide to go this route, you must make sure that your gimmick properly matches both the market you are trying to reach, as well as the message you are delivering. Don’t send it in a money bag if your message has nothing to do with making the prospect money.
#8. Grabbers: I could write a whole article just on this topic alone. There are literally hundreds of great grabber ideas. A little bag of dirt, a penny, a little bag of sand, whatever. Once they open the message and start looking at the first page of the piece, you almost can’t go wrong with an appropriate grabber attached at the top (but it must make sense with the market and the message, just like how I mentioned above.)
The techniques I’ve just described work best in business-to-consumer mail. For business-to-business mail, you must overcome some additional problems like getting past the “gatekeeper” a.k.a. “secretary” (which could be the topic for another article)…and sometimes higher quality paper stock can bump response in B2B as well.
And these ideas don’t just work for physical mail; they can be adapted for e-mail marketing as well. But instead of stamps, envelopes, and return addresses, we’re dealing in “From” and “To” lines, subject lines, and format…and let’s not forget all the little ins and outs of getting your message past all the sophisticated spam filters there are these days. Spam filters have gotten to the point where they even filter out subscriptions and other things the prospect wants to see…which often includes your sales piece.
But again, that is a topic for another discussion, another time.
Thank you for your time, I hope you got something out of it.
-
- - - - - - - - - - - - - - - - - - - - -
Bob Martel is a direct marketing consultant &
strategist, DM copywriter and author specializing in direct response
copywriting and improving marketing results for his clients. His results-driven
company, JMB Marketing Group, creates measurable lead generation and retention
programs for clients in business to business and consumer market. He
specializes in b-b direct marketing, consumer, manufacturing and professional
services marketing. For more info visit www.jmbmarketing.com. He publishes a monthly marketing
newsletter, Marketing With Ease, available for the asking.
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This Issue’s Sponsor –
Fast & Furious Yellow Page
Ad Consultant Mini-Program
Are you ready
to tap into the vein of gold found in the Yellow Pages?
From the desk of Bob Martel:
If so, read this http://www.copywritingspecialists.com/yellowpages.html
I have made a very good living,
after a career in high tech marketing that took me all over the world.
In 1993, I got sick of flying and
have been on a plane 8 times since then… and only then for vacations.
All the business I have ever wanted
– except leads that land in my lap via the Internet… I generated with a yellow
page strategy I started in 1993 and have used since then. I went to the school
of hard knocks to learn – but you don’t need to do that!
But you will have to work at it.
One more thing—please DELETE THIS
EMAIL NOW if you are not serious about developing a good steady stream of
clients in the small business market place.
It may not become all that you do –
it shouldn’t – I do lots of things, but looking back over the last 13 years,
the best client relationships I have started with the yellow pages.
We’ve priced this program so that
you can’t say no based on $$$, and best of all, most of what we want for our
time and talent will come from the revenue you generate from new clients we are
going to help you land over the next 60 days.
Vicky and I are 100% committed to
seeing you make money and we only want to get our fee when you succeed. But if
you quit early, you’ll still owe the fee and my uncle Guido loves to travel.
Read the letter now at http://www.copywritingspecialists.com/yellowpages.html
then call. We’re taking the next four who enroll and then, we’ll see from
there.
Check it out!
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
What others are saying about Vicky Heron’s coaching:
"That
is so awesome you're adding "professional coaching to your business"
-- plus you've been mentored by
-
- - - - - - - - - - - - - - - - - -
You're
an AWESOME coach already... because you have so much passion... and you have a
sincere desire to help others succeed."
Catherine Cairns , Bracebridge , ON , Canada
Catherine's
Copywriting Services
- - - - - - - - - - -
“After studying copywriting
for two years I decided it was time to put my learning into action.
I had the writing skills, but
I lacked the confidence to go and get clients.
So I found someone who showed
me how to do it. Vicky helped me
demolish that obstacle of not believing in myself as a writer.
Now I have a 30 second commute
to my office… bliss in the winter! I
decide my working schedule to suit me. I
have clients who are so happy with what I write for them, they hire me to do repeat
work. And refer me to others in glowing
terms.
I dreamed of being a
professional writer and thanks to Vicky’s commonsense, down to earth approach
I’m now living my dream life.
I couldn’t be happier and I
owe it all to Vicky.”
Eileen Parr
Direct response sales copywriter
- - - - - - - - - -
Having So Much Specific, Concrete Information
Boosted My Confidence
“Thank you for your time coaching
me about my sales letter this morning. I was so pleased to
have such in-depth "training" in such a short period of time. Having
so much specific, concrete
information boosted my confidence and inspired me to be excited about
re-writing the sales letter
from a whole different perspective.
Thank
you again, Vicky. I look forward to another coaching call soon.”
Juanita Bellavance
- - - - - - - - - - -
Dear
Vicky,
As
my copywriting coach, you’ve helped me understand the secrets behind strong
compelling copy. I enjoyed every coaching session. The only problem was…time
went by too fast. You’re a real inspiration, and I’m glad I had the opportunity
to work with you. Thank you so much for helping me succeed in my career.
Leon Pendenque,
- - - - - - - - - - -
Hi Vicky,
Your notes on the
copy helped so much. In fact, you did a
far better job of helping me than the
other evaluators who critiqued my letters. Your attention to detail and
specifics cut to the core of how to improve. Plus I really felt like you cared.
You took the time to note on the copy itself what was unnecessary, when I got too technical, awkward wording etc. Now the
critique itself made sense because you really showed me in the copy.
Best,
Lyn Blair
P.S.
Yes your passion for copywriting certainly shows and better yet, it's inspiring.
There's nothing like a little passion rubbing off to get others excited too.
- - - - - - - - - - -
My Dynamite Copywriting Coach:
“Vicky
prodded and pushed me. Sometimes she led me.
She
kept me fired up – despite a few lapses.
I
got-it (from the course) that we need to…
*
Engage with bar stool speech.
*
Wow-em with strong verbs.
*
Show/picture and not tell.
*
Do-away with long involved sentences.
*
Draw them in with the 4 U’s.
But
I found a gap between knowledge and easy use. Vicky’s on-the-spot-feedback let
me adapt.
The
rework drove the points home; let me move to the next level!
I
feel she can help you as she helped me.
R. Cory
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Red-Hot Links For Your Success
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~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
"When
you need a powerful sales force... words work best. Use a proven Wordsmith to
do the job right!”
Email: vicky@copywritingspecialists.com
or call 1+940-891-1470 or
fax 1+315-282-3694
Skype name vicky_heron, Skype-In
number 1+940-580-2009.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Link to Marketing For Success Archives
If you missed last month’s issue, just click on http://www.copywritingspecialists.com/EzineArchive.html
.
You’ll need Acrobat Reader to view it… if you don’t have it, click on the link
below or copy it and paste it into your browser and you will be taken to the
Adobe site (the Adobe Acrobat Reader is Free).
http://www.adobe.com/products/acrobat/readstep2.html
Note: For the record, I never sell, trade, or give
away your e-mail address - ever. I have a zero tolerance spam policy. If you do
not want to receive this or any other message from me, the unsubscribe link is
at the bottom of this e-mail. If you have any problems with it, write me personally
at vicky@copywritingspecialists.com
Thank you. -- Vicky Heron
Marketing For Success is a Ultimate Success Strategies Inc. Publication.
Contact information:
Vicky Heron, President
Marketing Consultant & Coach
Skype: 1+940-580-2009
Alternate: 1+940-891-1470
Fax: 1+315-282-3694
http://www.howtogethealthynow.com
http://www.copywritingspecialists.com
http://www.areyoufinallyready.com
(NEW)
http://www.copywritingspecialists.com/yellowpages.html (NEW)
Please feel free to forward this publication to
friends or colleagues and encourage them to go to http://www.copywritingspecialists.com/EzineSignup.html
and sign up for this free E-zine. For a
limited time they’ll receive a copy of
Don’t forget to join my Marketing Mastermind Group today. It’s free and dedicated to your freelance
copywriting and marketing success. Simply click here… http://finance.groups.yahoo.com/group/marketing_mastermind/
ý Join our snail mail list. I’d like to keep in touch with you all and
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and I’d love to add you to it. When I run
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