“10 Keys to Copy That Sells!”

This is great article by Alexandria Brown. As we work with our clients on website evaluation and redesign and copywriting we are always amazed at how long and confused their copy is. Ali Brown offers 10 tips that are very helpful

Whether you’re selling a product or service, the 10 tips below are your keys to writing great copy that communicates and persuades … to get results! These guidelines can apply to Web copy, e-mail, sales letters, brochures, direct mail, and more. As long as your goal is to elicit a reaction from your reader, you’ve come to the right place.

1. Be reader-centered, not writer-centered.

Many ads, brochures, and Web sites talk endlessly on and on about how great their products and companies are. Hello? Customer, anyone? Think of your reader thinking, “What’s in it for me?” If you can, talk with some of your current customers and ask them 1) why they chose you, and 2) what they get out of your product or service. TIP: To instantly make your copy more reader-focused, insert the word “you” often.

2. Focus on the benefits — not just the features.

The fact that your product or service offers a lot of neat features is great, but what do they DO for your customer? Do they save her time or money? Give her peace of mind? Raise her image to a certain status? Here’s an example: If you go buy a pair of Gucci sunglasses, you’re not just looking for good UV protection. You’re buying the sleek, stylish Gucci look. So that’s what Gucci sells. You don’t see their ads talk about how well made their sunglasses are. Think about what your customers are REALLY looking for.

Now, what does an insurance broker sell? Policies?

Nope — peace of mind. (See? You’ve got it.)

3. Draw them in with a killer headline.

The first thing your reader sees can mean the difference between success and failure. Today’s ads are chock full of clever headlines that play on words. They’re cute, but most of them aren’t effective. There are many ways to get attention in a headline, but it’s safest to appeal to your reader’s interests and concerns. And again, remember to make it reader centered — no one gives a hoot about your company.

Bad: “SuccessCorp Creates Amazing New Financial Program”
Better: “Turn Your Finances Around in 30 Days!”

4. Use engaging subheads.

Like mini-headlines, subheads help readers quickly understand your main points by making the copy “skimmable.” Because subheads catch readers” eyes, you should use them to your benefit! Read through your copy for your main promotional points, then summarize the ideas as subheads. To make your subheads engaging, it’s important to include action or selling elements.

Bad: “Our Department’s Successes.”
Better: “Meet Five Clients Who Saved $10K With Us.”

5. Be conversational.

Write to your customers like you’d talk to them. Don’t be afraid of using conversational phrases such as “So what’s next?” or “Here’s how do we do this.” Avoid formality and use short, easy words. Why? Even if you think it can’t possibly be misunderstood, a few people will still be confused. Plus, being conversational helps prospects feel like they can trust you more.

6. Nix the jargon.

Avoid industry jargon and buzzwords — stick to the facts and the benefits. An easy way to weed out jargon is to think of dear old Mom reading your copy. Would she get it? If not, clarify and simplify. (This rule, of course, varies, depending on who your target audience is. For a business audience, you should upscale your words to what they’re used to. In some industries, buzzwords are crucial. Just make sure your points don’t get muddled in them!)

7. Keep it brief and digestible.

No one has time to weed through lengthy prose these days. The faster you convey your product or service’s benefits to the reader, the more likely you’ll keep her reading. Fire your “biggest gun” first by beginning with your biggest benefit — if you put it toward the end of your copy, you risk losing the reader before she gets to it. Aim for sentence lengths of less than 20 words. When possible, break up copy with subheads (see no. 4), bullets, numbers, or em dashes (like the one following this phrase) — these make your points easy to digest.

8. Use testimonials when possible.

Let your prospects know they won’t be the first to try you. Give results-oriented testimonials from customers who have benefited immensely from your product or service. Oh, and never give people’s initials only — it reminds me of those ads in the back of magazines with headlines like “Lose 5 Tons in 3 Days!” Give people’s full names with their titles and companies (or towns and states of residence) — and be sure to get their permission first.

9. Ask for the order!

Tell your reader what you want her to do — don’t leave her hanging. Do you want her to call you or e-mail you for more information? Order her copy now? Call to schedule a free consultation? Complete a brief survey? Think about what you’d most like her to do, and then ask her. It’s amazing how many marketing materials I come across every day that don’t make it clear what the reader should do. If you wrote interesting copy, your reader may forget you’re trying to sell something. Tell her what to do, and she’ll be more likely to do it.

10. Have your copy proofread!

Good. Now have it proofread again. Don’t risk printing any typos, misspellings, or grammatical mistakes that will represent your company as amateurs. Hire a professional editor or proofreader to clean up your work. Remember, you only get one chance to make a first impession! Oops — impression.

© 2001-2008 Alexandria Brown International Inc.
Online entrepreneur Alexandria K. Brown publishes the award-winning ‘Highlights on Marketing & Success’ weekly ezine with 28,000+ subscribers. If you’re ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at www.AlexandriaBrown.com

Good speakers become great speakers

Good speakers become great speakers with the proper training. Investing in professional speaker training can greatly improve your bottom line.

There is no downside to improving your speaking skills.

The key to effective speaking boils down to one thing: The ability to be able to tell a compelling story. I was taught years ago that effective advertising was reduced down to the acronym A-I-D-A, which stands for 1.) Attract their ATTENTION. 2.) Stimulate their INTEREST 3.) Create DESIRE and 4.) Move them to ACTION.

Creating an effective speaking presentation is not much different than those guidelines. When we speak, we are actually selling. We are trying to communicate or get someone to adopt truths, facts, inspire action, etc. How many times has someone in your life said to you, “It’s not what you say, it’s how you say it”? Most of us have heard that. We have all worked with very accomplished, well-educated people who are absolutely brilliant in their field, but when they spoke, they almost put us to sleep. How many of us have listened to an individual who was charismatic, compelling, and attractive and then when it was all done, you ask yourself, “What did they just say?” or you don’t remember a thing they said. It was all show with no substance. To get on the road to more effective speaking, you must master what you say AND how you say it. The best way is in a story-type format. In my sales training over twenty years ago I was taught that “facts tell, stories sell”.

Stories or story-type speaking bring a message to the heart and mind of the audience. One such method is what I call the PSOx3 speaking template. It is a no-brainer method for creating compelling speeches. This stands for presenting a Problem, Solution, and Outcome and doing it three times during the presentation. This humanizes the presentation and it allows the listener to relate to the issue presented. It creates a mental picture which makes the topic more memorable. Here’s an example. Let’s use a motivational topic that goes like this; “John Smith had only twenty dollars in his pocket. He was laid off with no possibility of being rehired. His position was outsourced overseas. He had two kids in private school and a baby at home. His wife worked part-time three days a week.

They could not make it on her income alone. They only had enough financial cushion to pay their bills for about three months. He knew he had to make something happen, and do it quickly. One day after paying his bills he actually had to make a decision whether to fill up his gas tank or buy groceries. This was the turning point in his life. It was either cave in to the desperation and depression or rise to the occasion and go into business for himself. He felt no one was going to hire an over-40 professional like him at the salary he had been accustomed to. One day while reading newspaper, he read a story about how a large percentage of attorneys were not getting the clientele they desired. He spotted a need. Problem leads to profit. He was skilled in writing marketing materials for a large company for the past twenty years. Why couldn’t he do it for another industry?, he asked himself.

This lead him to make his first phone call to a local attorney who confessed that his business was slow and he was at odds in how to get more clientele and increasing his referrals. John made an appointment with that attorney. He became John’s first client. That was 250 clients and three years ago. John’s now has three employees that all work as independent contractors from their homes. He also works out of his home. He and his staff meet in person once a week for brainstorming sessions to give the virtual company a more human feel.”

Now when you read the story of John, in a very short period of time, you are pulled in to his plight, feel his despair, and experience the hope he has with the advent of his new business. When this story is told, as opposed to just telling facts, you feel for John. When it is presented with pauses, increases and decreases in speech volume, and the appropriate body gestures, you are well on your way to creating a memorable speech. As in a good TV screenplay, you can clearly identify the problem, solution, and the outcome. The story of John is one you remember and isn’t that the reason why we do presentations at our work, places of worship, and service organizations?

George Bruno has been speaking in the private and public sectors for 25 years. He has been a guest and host on various talk radio programs in New York and Pennsylvania. In the early 80’s, he traveled on a drama team for three years performing in churches, prisons, and schools. In the late 80’s and early 90’s, he performed as an improv comedian in comedy clubs, café’s and fund raising shows in cities on the East Coast, including the renown Bonkers Comedy Club and the Chestnut Street Cabaret in Philadelphia.

Article Source: http://EzineArticles.com/?expert=George_Bruno

Jack Barnard – Speaker Services master presentation trainer teaches attendees at the Speakers’ Bootcamp

Susan Levin and Jack Barnard are brilliant, not only did I learn how to put an effective presentation together and I got a dynamite brand!

- Lorenda Phillips, Coach See Lorenda’s Video

The Bootcamp kicked my ass and I liked it!
-John Vosler- See John’s Video

Storytelling CD or MP3 – 2 hours – $25

Click here for info/order