Here are helpful articles I've written on the subject as a service to you.
My team and I are regarded as one of the top experts in this field of Online Copywriting and Marketing. We can produce outstanding results for you too.
To discuss your needs and goals, please call me, Mike Pavlish, at (330) 963-0330 or drop me an email at firstname.lastname@example.org.
ONLINE COPYWRITING AND MARKETING SECRETS
My copywriters and I have written hundreds of breakthrough response, money-making emails and online Marketing promotions.
Here’ what we’ve found works best. Use these tips properly and your results will skyrocket.
1. Your email “from” sender line should be your brand name or company name and stay consistent. Use your own personal name only if that is your brand image.
2. Send emails only when you have something to say that will benefit the reader. No fluff. No filler. You must be relevant. If you can’t be, don’t send an email until you have something beneficial to say.
3. Start your emails with the specific benefit the reader can get from your message. You have no more than 3 seconds to pass the crucial “what’s in it for me?” test.
4. The copywriting tone and language should be personal and conversational, instead of stuffy and “corporate”.
5. Make a specific offer to the reader and, if possible, include a short deadline by which he must respond to get it.
6. Use as much copy as is needed to fully pile on all the benefits the reader will get by ordering, answer objections, create urgency, and close the sale.
7. Test your subject lines and offers on small segments of your list before you send the email to your entire list.
8. Include “Email this to a friend” service in all your communications for pass along and viral marketing.
9. Tell your recipients to “white list” your email address so your future emails don’t end up in the “spam” filter.
10. Remail non-opens again one week later. This works great if your email service can pinpoint this information.
11. Copywriting of your emails and online marketing is your #1 key to much higher leads, sales and profits. So don’t entrust it to anyone other than an experienced successful copywriter and the best one you can afford. This is not the time to be penny-wise and pound-foolish.
There are many other email and online copywriting topics that are too variable to give you hard and fast answers to. They need to be studied first by a professional based on your specific business. These include text vs. html and best days to email.
THE MISSING KEY TO MARKETING SUCCESS
Besides benefits, excitement is the single most important ingredient missing from most marketing messages today.
Too often companies find themselves so boxed-in by legal requirements, by familiarity, by time pressures and other problems that they forget why they're in business in the first place. They forget that they have an exciting product/service that I may want to buy.
This lack of excitement shows in their advertising … and in their lackluster sales.
But if you get me excited about your offering, I'm many times more likely to buy it! If I see you are excited, your words will make me excited! Excitement leads to desire which leads to action!
We proved this by studying our firms most successful marketing messages over the past 25 years. The one thing all these huge winners had was excitement!
Get to believe in the product you're marketing -- then get me fired up about it -- and I'll buy!
DIFFERENTIATION IS KEY
I recently heard a radio commercial for a company that does that same thing as E-BayAuto, which is online listing and selling of automobiles.
Their commercial had one driver yelling to another driver over busy traffic noise about the details of his car for sale. It said that you won't have any of this hassle when you use their service.
That may be true. But the #1 service, Ebay Auto, offers exactly the same thing. Why would I even think of using this new, unknown company when I know that Ebay Auto has many times the amount of online exposure and I'm already happy with them and have an account?
This company missed the point and wasted valuable advertising dollars. This upstart company failed to point out the specific customer benefits that differentiate them from the competition - and make them a better choice. This company didn't give me one single reason why I should use them instead.
What could they have featured that would make 10 times more people interested in their service? There are many possibilities. They could offer: a lower sales commission, higher income buyers, escrow service, shipping/delivery of your car, a guaranteed sale, or many other things. The key is to identify whatever benefits they can offer that the competition does not and SHOUT them to the masses.
Bottom Line: you must come up with CUSTOMER BENEFITS that differentiate you from your competition … and you make these prominent in all your marketing communications.
The NEW Secrets To Copywriting That Sells
Anyone who has worked with me over the past 25 years knows that my mantra has always been “benefits, benefits, benefits.” Benefit headlines … benefit copy … benefit subheads … benefit captions … anything to hammer home the customer benefits.
Benefits are still a vital key, but today, copywriting needs much more than just benefits. To sell the most, copywriting needs to connect at a much deeper and more dramatic level than ever before.
There are 6 main reasons why. I call them The New Secrets To Copywriting That Sells.
1. The “Yahoogle” effect
Thanks to mega search engines like Yahoo and Google, tons of information on just about any topic, product or service is literally at your fingertips … for free.
Here’s what that means to your marketing.
Internet search engine rankings for your business/product/service are vital. Most people search on the internet for things they are interested in.
People won’t pay for information they can get online for free. You can’t succeed selling generic basic plain vanilla information any more.
You can’t get away with outrageous claims. Everything you say can be checked out in an instant.
Many people comparison shop on the internet before making any purchase.
Use search engine optimization (SEO) to get your website ranked high.
Most businesses will have to use Pay-Per-Click advertising for their best keywords and phrases.
Copywriting must uncover and feature the unique advantages and superiority of whatever is being sold.
You offering must be extremely differentiated from the competition – or else you’ll end up having to compete on low prices alone.
You must make it clear – very quickly - that you are providing something they can’t find elsewhere online for free.
2. Advertising Overload Filter
In today’s hectic, media-frenzied world, people are bombarded by hundreds or even thousands of advertising messages every single day.
Therefore, to maintain their sanity, most people have become more immune to advertising.
They can’t possibly devote their full attention to every message they receive, so they’ve learned to “scan” and “filter” the messages they receive in a matter of a split-second or two.
So to succeed today – marketing must cut through the “advertising filter” and get attention and interest from target prospects.
Don’t send out “advertising”. Instead - send out valuable helpful information. Make it something that will obviously benefit your prospect just by reading it. Weave your sales pitch into this helpful information.
Make your marketing look and sound valuable.
Use specific numbers
Make a great offer. You can “buy” a new customer this way and profit from their Lifetime Value (LF).
Consider a free offer to get prospects/customers into your marketing funnel.
Be outrageous, crazy, unique – if appropriate
Be personal, corny, homey – if appropriate
3. Super SKEPTICISM
You may be the most honest person in the world. Your company may be the most honest in the world. But all your potential customer knows is there are a lot of dishonest people out there.
Internet scams, ID theft, companies going bankrupt, and credit card fraud are all in the headlines almost daily. And many people simply disregard claims that sound “too good to be true” today more than ever.
To succeed today, you need to add heavy credibility to your marketing. This will reduce the risk or fear people may have about doing business with you.
Show the number of years you’ve been in business, membership in trade organizations, awards won, etc.
Offer a free sample or free trial
Offer a risk-free, money-back guarantee
Sign your name to the ad or sales letter
Use a photo of the person writing, product photo, business photo, employees photo
Use customer testimonials extensively
Use case studies
Use lots of specifics
List your physical address, phone, fax, email and business hours
Have an “expert” be your spokesperson
Acknowledge any doubts or “sneaking suspicions” your prospect may already have, and give them valuable, factual information to support your product/service.
Don’t make claims that could sound “too good to be true” – even if they are true.
4. The Entertain-Game Society
Today, entertainment is everything. Even hard news websites are full of flash, video, audio, surveys, contests, games etc.
So use this new environment in your marketing as an advantage. Look for ways to entertain and get prospects involved with your marketing promotions.
This can include new uses of traditional “action” devices like stickers, rub-offs and inserts.
Personal stories/testimonials in your promotion are entertaining and engage people on a personal level.
Surveys with results
Self-tests with answers
Streaming audio and video
Humor – if appropriate
5. The Right Now Factor
The days of “please allow 6-8 weeks for shipping” are dead and gone … just like any company who still thinks anything close to that kind of policy is ok.
More than anything else, the internet has conditioned consumers to expect everything instantly. Instant ordering … instant payment … instant confirmation … and in many cases, instant downloading of product.
Solution: If you are going to grab the attention of today’s consumers, you must let them know you can satisfy their needs IMMEDIATELY. Play up how fast they will get their product, premium or first issue.
6. The Bonding Factor
We all want a hero, a guru, someone we can relate to, and someone we feel has our best interests at heart, right?
Today’s consumer is very jaded, skeptical and frustrated with the lack of love and bonding in his life, whether consciously or subconsciously.
Today, you need to be seen as a guide and friend first, and a helpful confidant second. If you even smell like just a greedy salesperson, you will lose your advantage.
Solution: Be likeable, friendly, personal, passionate, unique and different. Be authentic – a person and company that your prospect can genuinely bond with.