Copywriting Magic is Based on It’s Just You and Me Talking – The Rest of The World Can Go To Hell!

Have you ever opened a sales letter or any other type of
promotional material and you said to yourself “what on earth are
they telling me… what’s the bloody connection here… surely they
cannot be saying that… who the heck understands all that?”

Well, let me tell you that you’re not alone in your thinking.

You see, the way we read, the way we write, the way we converse,
stems all the way back when we were in school.

We were told the PROPER way to write and understand English.

We then add to the confusion in later life by reading and listening
to the jargon and academic speak of professors, article writers,
‘traditional’ advertising people who feel the need to ‘educate’ us
about the sophistication of the English language.

Of course, little, if none of it has any real worth in the day to
day of communicating with each other.

I mean, come on, who on earth talks to each other using words such
as…  

Indestructibility… effervescence… revolutions… convolute…
incumbent… petulance…

Well, okay, maybe intellectuals, academics, aristocrats… maybe…
but pretty much on the whole, most of us talk okay, in a kind of
chatty, friendly, sit around a cup of coffee type way, do you not
agree?

If that IS the case, and if you yourself agree that that’s how you
most likely talk, then doesn’t it make sense that we WRITE
MARKETING COMMUNICATION AND BUSINESS PROMOTIONS IN THE WAY THAT WE
MOST LIKELY SPEAK?

And, do you know what?

I know this core message is troubling for a number of people.
Especially those who have been educated in a particular way…who
have been told that they need an ADVANCED VOCABULARY in order to
reach the top in life.

In fact, a number of English teachers all round the globe will be
jumping up and down in frustration and disbelief at the mere
thought of written communication being littered with
colloquialisms, chatty style writing and the breaking of a number
of grammar rules.

But do you know something? As hard as I try, I’m hard pressed to
find a really rich English teacher! Now isn’t THAT telling us
something?  

THE PROOF OF THE PUDDING…

I was literally blown away when just the other day, I saw a letter
that had exactly 361 words on it, contained none of the pompous,
intellectual, high brow language… but… was mailed in the
millions, created a business that spawned 8 countries and made
millions for the owners!

And the funny thing about that letter was I showed it to a number
of advertising and marketing professionals and they universally
scoffed at it, saying it was nothing more than a waste of space and
that it was too simple and too basic.

There lies my point.

Communication in print or in any other form needs to be sincere,
warm, clear and absolutely shot of the boredom factor. 

Of course, seeing their jaws drop open in pure astonishment when I
showed them the documentary evidence, was a piece of pure magic
that will stay with me till the day I drop.

Yes, for simple marketing solutions really do bring the most
astounding of rewards.

In fact, if you want to put that last sentence to the test in your
own business, here’s what you should do:

Find out who’s the most successful sales person in your business
(if you’re the sole ’sales person’ for your business, practice,
consultancy, then you’ll have to get someone else to help you with
this exercise)… and eavesdrop on their client/customer
conversation.

In fact, do more than that… record their conversation… and do
it a number of times in order to capture the best selling
conversation you can, whilst they’re in full flow. Just capture it!

Either get it on tape, video, mobile phone, whatever. Just record
it.

Then, what you do next is to simply transcribe that ‘SELLING
CONVERSATION’ and create it in print.

You can remove all the unwanted ums and ers, references to the
weather and the general chit chat, and then, what you’ll be left
with is the bare boned essence of a truly wonderful selling sales
script. One that can be converted into a number of media formats…

Sales letters, websites, postcards, adverts… you name the media,
you’ll have a basis to adopt adapt and apply the winning sales
script you have now created.

Would you like to know how publishers Boardroom Reports, A 100
MILLION A YEAR BUSINESS started out?

It started out EXACTLY the way I just handed out to you in this
valuable article.

It happened by simply taping a conversation between the owner Marty
Edelston and a copywriter by the name of Gene Schwartz, and then
transcribing it in print. 

I hope you study it well, for it contains the seeds to propel your
business like you won’t believe.

Get busy, get connected. 

       
Raja C. Hireker
http://RajaHireker.com

The Secret to Being a RICH Direct Marketer or Copywriter… Has Little to Do with Your Writing Ability

Did you know that there are lawyers, accountants, even surgeons… who are broke, destitute and living on life’s crumbs?

Unbelievable, but true.

But how could that be? We’re living in the most glorious of times that anyone could ever want to live in. Look and see. Opportunity is all around. Money is flowing in the streets. People are spending, left, right and center. Wealth is spreading like a virus

It couldn’t be that these ‘professionals’ are thinking there’s a downturn in the economy? Perish the thought.No.

The real reason that these people, and let me quickly add that this is the same scenario for a segment of people in ALL professions and industries – including professionals of every type - is that they’ve not marketed themselves to any sort of satisfaction, and, they’ve not practiced – THICK FACE, BLACK HEART.

“What!”…

Yes. You see, if it were left up to just doing the technical expertise, you know, the DOING of the profession, without the need for any sort of marketing, then everyone would be rich, right?

But, that’s not the case. See, once a person, a professional if you will, can keep a straight face when quoting the fee to the prospective client, the money will come.And…It’ll come in a rush.It’s like this – once you set your parameters of how you want to trade, how you want clients to act, what you’ll accept and what you won’t, you’ll attract the exact type and caliber of clients you’re looking for.

It’s a strange law of nature, but we’d all better heed its miraculous power if we’re looking to get rich. If we don’t act on its wisdom, we’ll soon be sharing the bargain bucket basement pad with the rest of those ‘poor professionals’.

For that’s what TIMID MARKETING will get us.

So, how does one go about getting this THICK FACE, BLACK HEART attitude?

Well, for one, go get the book with the same name. It’s by author Chin-Ning Chu, and there’s some priceless stuff in there.  

Like on page 119, where Chin-Ning Chu talks about moderate versus extreme criticism, she says… “ Use Thick Face to shield yourself from potential criticism and send your work to the world. You might be surprised at its reception.”       

Also, whilst you’re at it, get yourself a copy of Robert Ringer’s bestseller “To Be or Not to Be Intimidated? That is The Question”.What these books will do for you is something really quite remarkable. They’ll give you the inner strength to help you become immune to criticism. Your own criticism!See, we all talk ourselves out of a good deal, out of a good life, out of a good relationship. Don’t we?It’s not that we don’t want to do, achieve, aspire. Deep down we do. But, on the surface, there’s a lunatic critic lurking. And… it’s us!

We’ve just got to acknowledge that we self sabotage ourselves when the going gets good. And, we need to side step it, get out of our own way, and get good at valuing ourselves.  

Another way to get real focused about the value you possess as a copywriter and marketer, and, what you can do for others, is to get yourself a mirror! Maybe a square thing, 12 x 12 inches.What you’re going to do next is your going to look into it. And, without flinching, you’re going to act as if you’ve a prospect in front of you and you’re going to quote the fee that you feel you’re worth. Do it, and see how it feels. Note what occurs. Write it down. Go over it again. Record what your physiology’s telling you, your thoughts, your assessment of the whole thing.By doing this over a period of time (by the way, it takes 21 days for a practice, to become a habit) you’ll master the art of quoting without flinching and… you’ll feel totally comfortable about walking away if a possible client doesn’t accept your terms.

Let me tell you, there’s a feeling of liberation and unusual ease when you don’t care what the client thinks. You know you’ve got the chops, the expertise, the skill that these people’ will kill for.

It’s just that YOU don’t quite believe it yet.Once you believe your value and worth, and what it is you can bring to the table for yourself, and for business owners, you’ll soar into the RICH ZONE.Like it?

Then… get practicing with the mirror, get the books and read them, and… get yourself a savvy accountant who’ll help you manage all the money that’ll soon flow your way.

Raja C. Hireker
http://RajaHireker.com  

Putting Your Best Marketing Message Forward

“They’ll read it, once they get to the bottom!”

That sentence is something you want to steer clear of.

It’s the mantra of those marketers, professionals, entrepreneurs… who feel that it’s not that important to capture attention immediately, whilst their most saleable aspect of their communication, is buried somewhere through the minefield.

Understand this:

If a person isn’t drawn into the marketing or promotional piece right from the beginning, they’re sure as heck not going to trawl through it all and shout “oh goody, we’ve found the main reason why we wanted to read this in the first place!”

I don’t think that’s going to happen. And now, nor do you… I hope!   

When you fire your biggest, most compelling, most irressitible offer or reason for reading the promotional material, then you’ll have a willing prospect who’ll read all you have to say.

Try it.

Don’t merely think that just because you wrote it, just because you paid someone to style it. just because you spent an enormous amount of time on it, that it’ll get read.

No.

You need to pull out all the stops in order to make what it is you’re looking to promote, gets read. For that’s the first square on the marketing game board.

Get that right and you’re on your way.

Happy Wednesday 25th April.

Raja C Hireker
http://RajaHireker.com/copywriting.html

     

Effective Copywriting is Nothing Without an Interesting ‘Story’ Behind It

In order to communicate effectively, you’ve got to have something to say.

And, more specifically… you’ve got to have something important to say that means a lot to the people you’re communicating to!

Simple stuff. However, overlooked by most of the adult population.

And… even more overlooked by those who are paid to write advertising designed to ‘connect’ with their audience!

Imagine you’ve a hot topic to talk to your clients about, but, you don’t even touch it with a bargepole. And instead, ramble on about something entirely different.

Tis criminal!

There’s not too much mentioned about weaving a story into your sales and marketing messages.

All I’ll say is that it’s VITAL if you’re looking to keep the undivided attention of your audience.

You see, we all love a good story.

Imagine the sleepiest kid, head nodding, itching to get 40 winks, but… doesn’t because of the little story you tell that has ’em enthralled, captivated and… one eye opened?

It’s the story.

The best selling messages are pure stories. I don’t mean some sort of made up bluster. I’m talking about weaving a legitimate story that then links beautifully to the offer or sales pitch.

Nothing sleazy. Nothing underhanded. Just pure salesmanship that makes the sale and… keeps the prospect interested, relaxed and eager to buy what’s on offer.

How can a graphic artist use this ’story’ idea into a selling message?

Well, quite frankly, there’s nothing to be made up here. Just stating the obvious will do.

How about a story that tells about the various graphic packages out there that can be quite confusing for business owners to grapple with themselves and how you – the graphic designer – helped Mr Struggling Business startup to unravel the mysteries of the client’s website and had a stonking website up and running with the design and appeal of The Taj Mahal!

What about a Business Coach? 

Well, nothing stopping using how you saved x business owner from folding, saved his marriage and gave him a new lease of life… is there?

There’s stories in everything you come across, each and everyday.

You just need to put you ’story alert cap’ on full sensor mode and jot stuff down when a good story idea comes to you.

Happy last Tuesday in April 2007!

Raja C. Hireker
http://RajaHireker.com          

Copywriting, Written and Put Out Today, is Better Than Laboring Over Something That Never Gets Out in Front of Your Prospects and Customers!

“Yes I know, I’m a kind of Perfectionist when it comes to things like that!”

You ever heard that answer coming out of the mouths of those who can’t seem to get things moving in their business?

I’ve seen and heard it hundreds of times.

Heck, I’ve been at the wrong end of it recently!

But, I soon put a stop to that once I realised that I’m deliberately stopping the flow of money coming into my pockets because of it. 

How about you?

Have you started some promotion, some marketing idea… but have not followed through totally on it?

Does your hard drive or physical folder, have a number of imcomplete ’stop start’ projects?   

If so, now’s the time to make it a thing of the past.

You see, the biggest disease affecting most of us is… procrastination. Procrastination in almost any thing we do, is crippling.

I gave up trying to ‘be a perfectionist’ when two of my mentors said a couple of things to me that resonated like a thump in the head. And boy did I need it.

“It’s better to be prolific than perfect” and “movement is better than meditation”   

Think about them. They make utter sense to me.

In fact, as I’m thinking more and more about it, I remember a little poster up on the wall in the family home kitchen.

There was this elderly fellow, about 70 or 80 years old. He was on a bicycle, one leg propped on the kerbside. A little girl of about six, is seen handing him a yellow daffodil with the following phrase underneath…

“… the smallest good deed done today, is better than the grandest good intention…”  

Thank you little girl, that summed things up… beautifully. 
Happy Sunday and happy promoting.

Raja C Hireker
http://RajaHireker.com

In Profit and Marketing Terms – A Completely Valuable… Waste of Space!

Next time you see and ad or promotional piece with oodles of white space… SCREAM!

Scream with joy that it’s not YOU who’s fallen for the idiotic minimalization theory that, less is more.

Utter bunk.

Think. If you were to buy a car, or, if you were to seek out a ‘pal’ in the personals columns, would you be thrilled if the ad said “blue rusty car for sale”… or… “my name is Jenni, I love pasta and reading the webster’s dictationary”…

Do you think that’d interest you enough to follow up?

No, course not.

Most likely, you’d want to hear the full story.

Maybe, you’d not like all that ‘wasted valuable space’   to remain empty.

But you know, crazy ‘white space’ thinking, wins creative awards. It wins accolades. It wins the back slapping and the haughty applause from all those who matter… least.

When it comes to your products and services, tell people you full story. If you’ve a business card with not much on it – redo it and fill up… BOTH SIDES! If you’ve a brochure with weak uninviting offers, redo it and use up the space.

You see, your ‘marketing area’ MUSTN’T be thought of like a mansion with a dozen rooms where you only get to use one or two of them. 

No.

You want to use up as much space as you can without squashing the heck out of your marketing and promotional message.

Remember… DOWN WITH EMPTY WHITE SPACE!

Because, as far as I know… white space doesn’t sell anything!

Happy Saturday 21st April!

Raja C. Hireker
http://RajaHireker.com    

   

The Single Best 30 Plus Year Old Advertising Book You MUST Have by Your Side if You’re Looking to Gain Enormous Competitve Advantage With Your Marketing…

If you’re looking for a copywriting consultant to be by your side… 24 hours a day, 7 days a week… for the rest of your life, then…

You need to scour and rummage for the book I’m about to tell you about.

Why scour and rummage?

Because, every edition after the 4th one, won’t do justice to this masterpiece.

You see, just with everything great, along comes a ‘know all’ to alter the original.

As is the case with TESTED ADVERTISING METHODS by John Caples.

The 4th edition… is a gem.

All others… excuse me for saying it, but, all other subsequent editions have been ripped, shredded and… bastardised.

There.

I feel much better now. Liberated, in fact!

So, what’s so great about the 4th edition of JC’s TESTED ADVERTISING METHODS?

Well, for a start… it’s not some dry treatise or something similar to War and Peace.

What you’ll find, once you get your pulsating hands on this ‘compact advertising book consultant’, is something like the following:

How to put enthusiasm into your advertising copy…

Twenty ways to increase the selling power of your copy…

Finding the right appeal…

Wright and wrong methods of writing copy…

The most important part of an advert…

How to solve special problems in advertising…

…and a whole lot more…    

Whether you do NO other investing in resources to advertise your products or services this year, you should do what you can to get a copy of this book TESTED ADVERTISING METHODS.

Quite frankly, John Caples was a master copywriter and genuis marketer. And… he’s written a masterful publication-one you should skip a dozen meals until you get your hands on a copy.

It’s that instructive. It’s that transformational.

Imagine what it can do for you and your enterprise? 

Happy Thursday 19th April 2007

Raja C. Hireker
http://RajaHireker.com

Which Headline Pulled Best?

It’s always a lottery for most marketers!

What am I talking about?

The ongoing saga about ‘what headline got more people to respond’ .

Well, now’s your opportunity to see how you stack up against the pros.

1A  How to Get Rid of An Inferiority Complex
1B  The writings in these immortal books are as strong as the mightiest deeds in history.

2A This is the ad we had to cancel three months ago because we sold them so fast
2B All leather handbags for only £28. (The last time we ran this ad, we sold out in 48 hours)

3A Womans sweater sale at below wholesale price – £19.99
3B  Would you buy a woman’s £65 sweater for £19.99?

Well, how did you do?

Do you think you’ve guessed correct each time?

Let’s start with the first one.

1A pulled better because it gave a specific promise of a personal benefit to the customer

2A pulled 3 times or 300% better than 2B becuase of the sheer curious excitement the ad made in the mind of the reader. 

3B sold out the sweaters in 2 days because it gave a price savings comparison in the ad. 

 So there you have it. 3 pairs of headlines for you to model your own efforts on.

For that’s what you should be doing… 

What you should be doing is crafting out a number of headlines for all your marketing documents. And yes, even the subject headers in the emails you write!

I’ve a stack (over 250) of 3×5 index cards with each having a winning headline on them. I generally refer to this this pile of gold when constructing headlines for my own promotions, of for others.

You should think about starting your own index file all with a proven winning headline on them, which can then be used to sell and promote your products and services.

Til next time…  

Keep HEADLINING! 

Raja C. Hireker
www.RajaHireker.com   

  

How Almost Any Bespectacled Professional or Consultant Can Get A Stream Of High Paying Clients… Even Though They’ve Blown Through Their Marketing Budget!

Can you see the copywriting magic in the headline above?

Many can’t.

So, whether you’ve got it correct, or if you’re pulling your hair out trying to figure it, I’ll spill the beans.

By combining a big benefit with a mysterious “curiosity factor,” the above headline makes it interesting and compelling—it’s easier to read than ignore.

Ask yourself the vey question: “Did I find it easier to read, than ignore?  

If you answered yes, then that should light a scorching fire under your chair to make you want to find the same quality in your headlines.

Happy Wednesday 17th April 2007.

Raja C. Hireker
http://RajaHireker.com
 

Two Magical Copywriting Words That Will Put You Miles Ahead of Your Competition!

Super copywriting has not much to do with suffocating, stuffy langauge.

It has a lot to do with simplicity, clarity and from the heart talk.

Though, looking around at your competitors, you’ll see there’s a lot of pompous strutting towards the first way.

Don’t go down their path!

If you’re struggling with commanding attention from your promotional material, especially the ‘headline’ you’d do well to stick to the proven… HOW TO!

In fact, almost any ad or promotional piece, can start with this dynamic duo.

Let’s test…

For an accountant:  “John Nairn’s Small Business Accounting – if you’re looking for a cheap, affordable, friendly accountant, then give me a call on o21 23 123 1234 and let’s see what we can do”

 Hmm… not too enticing, right? 

Okay, let’s stick our tried and tested How To, and rearrange the furniture a little.

“How to Save a Ton of Tax, Breathe More Easily and Keep the Taxman from Sniffing at Your Door!”   This special report is waiting for you courtesy of John Nairn’s Small Business Accountancy Practice who Specialises in Helping Small Business owners who have been in business from 1-5 years. Call freephone 0800 1234 123 today, as their are very limited copies available of this special report: Plus, if you are one of the first 35 to call, you’ll also receive a  special bonus gift! 

(by the way, I’ve just given you an ad that’s worth a £1550.00 value! if I was you, I’d start playing around with it and plug in your own profession or service!)

Okay, I’m feeling generous, let’s play with another one.

How about…

Dentisits!

Joey Jones Dentist Services for all the family. Why not book your family appoinment and receive 20% off your first lot of treatments. We’ve been in the profession for 15 years and pride ourselves in our services. Call 020 7665 7773 now; you won’t be disappointed.

Sounds boring, right? Sounds pretty much like most ads in that category!

Though, I’m telling you, that’s what your competition is upto!  

And… maybe… you too? 

Okay, let’s turn this around.

“How to Make Sure Your Whole Family Can Get Their First Dental Treatment… FREE!” Joey Jones, The Family Dental Specialist, Invites You to A Tour of His Friendly Dental Surgery. Please Call Maria, our Family Dental Welcome Manager on 000 000 000 and she will arrange a time that is suitable to you. By the way, we love children under 10… they’ll be spoilt rotten here and they may not want to leave!   

I won’t go into too much of the why’s of the ad here, though, what I will say is that if you study these two ads, you’ll get a marketing education which I had to fly many thousands of miles for… poured over hundreds of pages of advertising and marketing information for… listened to hundreds of hours of recordings for…

Yes, it’s a generous day!

Happy living,

Raja C. Hireker
http://RajaHireker.com