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  

  

Why Every Service or Practice Owner Should Be Using the ‘Pile On Technique’ to Boost Perceived Value

Every service owner or professional should be selling some form of informational report, some sort of  ‘paper and ink’ products.

Doing the technical aspect of your ’skill’ is what most professionals focus on when selling or promoting their knowledge.

However, the greatest leverage one can get is to add informational products.

FREE REPORTS related to what you are selling and offer as many as a dozen.

I firmly believe people buy a product sometimes to get the free reports included with the products.

I’ve done it. Many I know, buy, because of the additional reports.  

So, why don’t we as promoters of exceptional services and products, add a barnload of informational products?

I’m suggesting that our businesses will change because of this single factor – adding perceived value reports to boost profits.

Happy Sunday.

Raja C. Hireker
http://RajaHireker.com

   

Why Not Use The Finer Points of Writing Good Copy? You’ll be a Money Magnet if You Do!

Copywriting, advertising, sales writing… whatever you want to call it, contains a number of subtle secrets, that, if you study and apply, can zoom your writing straight into the hearts of your readers… like a speeding bullet.

You don’t need many of these subtle nuances, however, I’ll give you 7.

1. Use short, declarative sentences.

2. Indent each paragraph 3-5 spaces

3. Leave a blank space between each paragraph

4. Focus on benefits, not mere features

5. Show and tell the reader how owning the product or service you are selling… will improve their lives

6. Write everything you know about your product. Don’t leave anything out.

7. Write fast. Write without thinking. You can go back and edit later.

I trust if you follow the above, you’ll be a champ in your profession.
Happy Saturday 14th April.

Raja C. Hireker
http://RajaHireker.com

   

Copywriting Mastery… From a ‘Down and Out’ Train Traveller!

You never know where your next piece of marketing brilliance, will come from!

You never can tell. Really!

I’m on the train, got my journal open, and I’m ready to pour out the info that’s built in my head for a project I’m doing for a client.

The ink flows, empty space on the page gets quickly swallowed.

And then, suddenly, the carriage atmosphere is rocked. 

A woman comes onto the non moving carriage, blurting her relationship woes into her mobile phone for all to hear. It’s possible the entire carriage knows “shaun”  is a naughty naughty boy!

And guess what? She decides to sit in the seats in front of me.

Great!! 

I’ve now got ’soap opera on a mobile’ in earshot.

But then again… so has everyone else!

I get back to my writing and thinking.

The train is now on its journey.

Barely two minutes pass and the interconnecting carriage doors whoosh open.

I look up. 

A scraggily looking, unshaven, 5 foot tennish pale guy, enters and immediately starts his talk…

“I’m sorry but I won’t take too much of your time, but I’m looking for eight pounds to get to (I couldn’t make out the place name he was talking about) so, if you can spare anything, then I’d be more than happy. Again, sorry to disturb you and please have a good journey”

Now, I may not have got everything corect there but, it’s close.

He came my way and I gave him… a £2 coin.

Here’s what’s instructive; here’s what’s important – see, this guy has ‘rehearsed’ his ‘ticket speech’ many many times over. And, he’s done it so it appears effortless.

He had just the right tonality, just the right word inflexion, just the right amount of emotion.

 Yes, in my books, this guy… was a PRO.

And, I’m sure he doesn’t even know it!

Do you realise how much people pay just to learn what this scraggily dressed young man did? How many ’selling’ and public speaking courses are out there trying to encapsulate what ths guy did?

I’d say it runs into the many millions.

This guy had practiced his ‘copywriting talk’ until he knows it inside out. It’s then that the fear leaves. So, for this guy, it’s never a question of timidity whatsoever. He’s over that.

And, the other thing; the sincerity of the guy is what got me to give.

I’m betting that whenever he gives his ’speech’ he’s taking in money. (Given you any clues about once you get a winning marketing document or speech under your belt, that it’ll perform for you… over and over again when rolled out to different audiences!)

KEY POINT: Reward excellence wherever you see it, for it will reward you in return!

Keep your eyes open, alert and curious. For you never know when your next marketing and copywriting ‘aha’ will hit. 

Happy Friday the 13th!

Raja C. Hireker
www.RajaHireker.com