Experiences Are Always More Powerful Than Descriptions…

If you’re involved in online marketing sooner or later you’ll need to be able to write compelling sales copy. Though it sounds like an easy task this can be quite a challenge.

One of the most important things you can do is to connect with your reader in a very natural and compelling way. This can be accomplished by what I call “exposing the experience”.  But exactly what does this mean? Exposing the experience is simply the process of using words and phrases that makes it easy for the reader to identify with your subject matter..

One of easiest ways to accomplish this is to communicate common experiences in your writing. We all have the ability to identify with experiences that are familiar to us. One of the key aspects of online writing that separates good copy from average copy is the ability to connect with the reader in a way that references the readers own personal experiences.

The quickest and easiest way to do this is to express the benefit of your offerings in a way that focuses on the experience derived from key benefits of an offer. Most people purchase goods and services because they want to “experience” the benefits of what they purchase. In most cases the product or service is simply a mechanism that delivers that experience

Though this may sound absolutely insane, in most cases it’s not the price that’s the most important element of your offer. The key element of the offer its ability to invoke a vision of the EXACT positive experience that is desired in the mind of the prospective buyer.

Here’s a few questions to ask yourself when writing copy or descriptive text about your offers:

What initial “reaction” do you want the reader to experience when they read the opening headline of your offer?

What is the most important emotional experience the buyer will achieve when they take action on your offer?

How long will it take to realize this emotional experience?

What are the most compelling emotional triggers associated with your product or service?

What emotional triggers might the prospect experience if they do NOT further investigate your offer?

(Many people take action more often than not to AVOID PAIN rather than to GAIN pleasure…)

What words can you use to accurately describe all emotional triggers associates with every aspect of your offering?

(Constructing a list of emotionally charged words prior to writing your copy is one of the best ways to construct compelling sales copy…)

Once you’ve addressed the questions outlined above, determine which words have more impact prior to constructing the copy. Rate these words on your list in order of emotional impact. Make sure that you use the most compelling and emotional words early in your copy.

One of the most effective ways of delivering emotionally charged statements for copy is to present a compelling QUESTION that is laced with emotionally charged words aimed at keywords and phrases that are central to your offer.

Here’s a few phrases that work well for accomplishing this objective… These types of questions also perform very well as email subject line headers…

Eliminate The Disappointment Of _______________

Avoid The Embarrassment Of _______________

Side Step The Legal Hassle Of _____________

Discover A No Hassle Way To ________________

Get Rid Of The Headaches Associated With _______________

Quit Pulling Your Hair Out Over ______________

These are just a few examples of phrases that immediately capture attention and invoke emotional pictures in the mind of readers.

Before you begin to create copy for your product or service take a hard look at the emotional triggers that you need to use to magnify the benefits of your offerings. This will invariably contribute to a more compelling message and more positive results.

Originally posted 2010-03-04 09:36:37. Republished by Blog Post Promoter

Today I would like to talk to you about Twitter marketing.  It’s become an absolute explosive marketing channel for many who use the Internet to gain exposure for their offers and services.

Are you a Tweeter? If so, what does that mean?

Is it simply another opportunity to expose your offerings? Is it simply another channel to convey the benefits of your products or services?

I would suggest that it’s all of the above, but it’s also much more…

Maybe it can be best described with this analogy.

Let’s say you’ve just walked into a room filled with lots of people. A room that that is filled with people that (for the most part) you don’t know. Some are simply standing around talking and chatting with one another.

Some of these people may or may not be interested in your products, services and most importantly some of these people may or may not be interested in YOU.

Here’s the question?

How do you effectively find out “who’s…who”? How do you develop a strategy that will allow you to interact with some of the people in the room in hopes of exposing your products, your services and most importantly exposing yourself?

Let’s face it, most business relationships start with the simplest of conversations. On Twitter, your objective is to begin to start conversations with people to find out if they are of “like mind”. If they have interests that mirror your interest. Maybe just maybe, we can establish friends, prospects, customers, and other types of relationships that can grow to become business alliances that share “mutual interest”.

Now back to our analogy… Would you walk into a room filled with people that you don’t know and stand on a table and begin shouting about your great products and services? Would this be the most effective and appropriate means of achieving your objectives?

This approach may yield minimal results however it probably won’t maximize your potential for long-term success. Another more effective approach may be that of “mingling”… or gently injecting yourself into existing conversations that interest you.

This is a very effective approach when marketing on Twitter. An approach that lays the foundation for relationships that may prove a bit more fruitful. This approach is also much easier than simply branding yourself as a product or service promoter.

Joining an existing conversation is much easier than starting your own with the hope of attracting those who may be remotely interested in what you’re trying to say.

One effective way to do this is the Twitter Search function. This allows you to search for topics that may interest you and respond or “join in” on conversations to expose yourself to others. It also allows for “targeted” followers.

This approach is far better than standing on a table in a crowded room (Twitter) and shouting about your products, services and offers in hopes to attract those prospective business partners.

If you’re trying to attract new targeted followers on Twitter one of the best ways to do this is to “join” existing conversations by responding, contributing and engaging in the conversation that are parallel to your interests..

This can be done with comments, videos that are relevant, of even quotes or jokes that are consistent to the existing conversation. An occasional “ReTweet” of interesting elements of an existing conversation will also get you noticed quickly. Think about it, we are all flattered when someone else “validates” our perspectives or shares our views with others.

In some cases you can even introduce other like minds to one another. This immediately brands you as a “valued” follower.

Try expanding the conversations of others when Tweeting and you’ll find that your presence “in the room” will rapidly increase. People will begin to take notice of your thoughts, views and yes even your products and services because of the relationships that you’ve established.

Once you’ve established yourself as a valued contributor, collaborator and someone that brings people of like minds together… then gently add your prospective, products, offerings and other interesting elements to those conversations.

Consider a different approach to your Twitter marketing to get better results.

As always I enjoy reading your comments…

Originally posted 2009-12-30 23:35:32. Republished by Blog Post Promoter

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Originally posted 2009-10-03 14:47:37. Republished by Blog Post Promoter

Making Online Ads Sizzle – 3 Surefire Ways To Insure Online Ad Results

As online advertising continues to play more of an important role in the vast arsenal of organizational advertising practices it is important to understand a few key points with respect to super charging your online ad performance.

These 3 critical elements will help you maximize your online ad performance.

For now, we’ll describe the process as a system that will “triangulate” your advertising campaigns to insure that your ads reach maximum potential and insure surfer response.

“Traingulation”, you say? What the heck is that?

Simply put, the term triangulation focuses on three major but incredibly important aspects of your online advertising process.

You may want to visualize the triangulation of ads as being the 3 critical points of a typical triangle. Each with a specific purpose and each highly important to the infrastructure of the complete triangle. In this case, each point will be critical to your online advertising success and ultimately your online advertising goals.

The first point of the triangulation process and a very important point is the selection of specific keywords, keyword phrases and/or images within the ad itself. This is obviously of extremely importance to the overall success of the ad.

1- Does The Keywords In Your Ad Describe The Core Benefit Of Your Offering And Arouse Interest?

When constructing your online advertisement, whether it’s a text ad, a banner ad or simply an image, make sure that you are exposing the prospective surfer to the most enticing benefit of your offer in an extremely obvious manner. It’s important to “over-deliver” on this point. This is an area that is sometimes overlooked when creating compelling online ads.

It’s very important that you’ve chosen keywords, keyword phrases and/or images that are well targeted. These keywords, phrases and images should entice the interest of the targeted prospect in a “granular” way… meaning the benefit of your offer should be very specific, well stated and undeniable in scope. This will eliminate clicks by “tire-kickers” and others that simply waste your advertising dollar because they don’t understand the core benefits of your ad.

2- Where Does The URL In Your Ad Point To? Is it well targeted?

The second key point of the triangle or second point of the triangulation process is one that is commonly overlooked or under analyzed by many online marketers. Don’t make this mistake, as it is extremely important to “zero-in” on this and get it right the first time. Failure to do so will cost you dearly.

This triangulation point focuses on the actual URL that is used in your ad. Where does it take the prospect or surfer when it is clicked. Is it well targeted? Does it take the surfer to the “front door” of your web site or blog, is it “deep-linked” within your web site or blog and pointed to a “specific” location on your site that further expands and illuminates the offer?

When the surfer arrives at this page will it require further action of the surfer to find the key benefits that your ad conveyed? Don’t point this URL to a page that required further action.

To often than not, many surfers click on an online ad that immediately brings them to a page that is entirely irrelevant to the ad that initially spurred their interest. In many cases the surfer will be forced to hunt around the page for additional navigation or information to find the core point of the ad. All to often they’ll simply click away from the page or continue their search elsewhere. In some cases the surfer will become distracted by some unrelated link on the page and loose the focus of their original intent.

3 – Have you optimized the target page to re-enforce the fact that the surfer has arrived at the right place?

The third critical point of the triangulation process involves the target page itself. This certainly sounds simple but is often a key shortfall of effective ad results.

Have you optimized the target page so insure that it reinforces the fact that the surfer has arrived at the right place and the content invokes ACTION from the reader?

What do I mean by action you say?

Well, certainly we would prefer an action that has commercial intent, a purchase or subscription of some type… However if the primary action does not occur, are there reasonable and accessible options that move the visitor towards your final objective? Do you offer a secondary offer that enables you to further cultivate the prospective new relationship?

Make sure you’ve closely examined these 3 critical elements of the online advertising process when creating and implementing your online ad campaigns. These key elements will insure that you’ve increase the probability of having surfers take positive action when they arrive at the targeted location of your web site or blog. At minimum you will entice the reader to move the “relationship” process forward.

Triangulating your ad campaigns will contribute to the ultimate goal of creating online advertising success.

The next time you’re developing a strategic online advertising campaign remember this simple triangulation process and make sure that you’ve nailed down all 3 important point of the triangle. This will insure that you’ve positioned yourself well and maximized your online advertising efforts to produce desirable results.

Originally posted 2009-12-31 07:38:16. Republished by Blog Post Promoter