Archive for the 'Copywriting' Category

Exponential Marketing 101

Today’s topic is the example of a good idea that could have been great. First, have a look at this IT workshop Money Back Guarantee proposition… Don’t get me wrong, it’s different and will probably resonate quite well with the target audience, but can you pick up the sub-optimal presupposition?

Money Back Guarantee, Pricing For Value, Optional Pricing, Pay For Value

It’s not obvious… Re-read it again.

Continue reading ‘Exponential Marketing 101′

Anatomy Of A Great Business Card – Infographic

Looking to design a business card, have a look at the infographic below of the anatomy of a great business card.
Anatomy of a Business Card Infographic

Funny Headlines

Funny Headlines - Exponential Programs Dot Com

Without Killer Kopywriting, Your Sales May Be Dying A Slow Death

Headlines like the ones shown are creative, attention-grabbing introductions to articles. Without them, most articles go unread.

How good are you at writing headlines and sales copy that sells?

Copywriting is one of the most valuable skills to have as a small business person, otherwise your message gets lost in the noise and ends up ignored.

I am NOT advocating you be sensationalistic to an extreme, but then again you should be so lucky to get THAT MUCH attention!

The point is, provocative headlines work as long as they don’t offend.

They get our attention and make us want to read the article, even if it’s just because we want to reward the author for the creativity in the headline.

Antimimeticisomorphism: Poo Pourri

Every once in a while, someone comes out with a really great product… but the only way it can sell is by being provocative. Here is one BOLD example -  enjoy!

Marketing Case Study: Value Proposition

This is a Kickstarter campaign for Strongbody apparel. A great example of presenting the product’s “value proposition” clearly and convincingly.

STRONGBODY_APPAREL_Kickstarter

Thank you Ray Keefe of Successful Endeavours for sending this through!

Weird Al Yancovic – Word Crimes

All I can say is – WOW – what an awesome video.

I teach Killer Kopywriting and I will make this a must-watch component of the Pre Program Preparation for the workshop. So many lessons with captivating graphics.

 

Weird Al Yancovic – Mission Statement

I am not into buzzwords and business jargon even though I have my own list of definitions for what I do…

This video shows how you can talk a lot without saying anything… Courtesy of Weird Al Yancovic – the master of this art of parody.

Enter To Win

I guess the copywriter who wrote “Enter To Win” was a little too literal in his description!

enter to win

The power of a story – video

There are many concepts, strategies, techniques and approaches that make Exponential Marketing so effective, efficient and economical. One of the foundational building blocks is what I call Killer Kopywriting. It’s more than just words that sell, it’s a system that teaches you how to establish Killer Konversations that Kreate Killer Kampaigns to Konvert more Klients.

OK, enough with the branding nomenclature, you get the point.

The video below is an example of the power of a story. In this instance the context is funny, but in business, the better you become at crafting corporate stories, the more effective you will become, not just to attract more clients, but also reduce your sales cycle and improve your conversions.

Easier said than done. Writing great copy is a science and an art that is beyond the reach of most business people. The point is not to turn you into a professional copywriter, but to develop within you, the skills to appreciate the value of great copy, manage contract copywriters and enhance your existing corporate communications.

It is without a doubt one of the most powerful skills and attributes you can develop that will propel your sales forward. Ignore its importance is not an option – especially when it comes to the Internet and Search Engine Optimisation that sorts and ranks how good or bad your copy is.

There is a direct relationship between the traffic to your website and the quality of your written content. The problem is that unless you know the ins and outs of how to write Killer Kopy, you will never fully optimise your traffic and web lead generation.

Killer Kopywriting

Whenever I teach Killer Kopywriting – using words that sell – I make sure to emphasise that there is always a balance between what is said and is meant.

Sometimes it’s subtle and sometimes it’s lost in translation… ;-)

Muddled Messages

Marketing Communications, Copywriting, Writing Copy, Marketing Message

Muddled Marketing Messages

I recently blogged and asked if your clients understand you. Today’s photo of the week is a great reminder of the need to avoid muddled messages.

In marketing and sales, the clarity of the message is a key component of success.

That being said, all too often, messages get muddled by the time they reach their audience.

Want to test it for yourself?

If you have staff, ask a handful of them what your USP (Unique Selling  Proposition), mission/vision statement or key competitive advantage is.

If you don’t have enough staff to make the test statistically significant, ask your existing clients.

See what happens.

Chances are you’ll get a muddled message, maybe even totally different and/or conflicting themes.

Give that some serious thought…

How much more (cost) effective and (time) efficient would your marketing be if you had a CLEAR MESSAGE?

Hmmm…

Contact us and we’ll help you get YOUR MESSAGE ACROSS, clearly and succinctly.

BTW, the photo was sent to us by Successful Endeavours in Melbourne – have a look at their website – you’ll see their message CLEARLY STATED on their home page:

“We make electronics and embedded software work the way they should,
saving you up to 2 out of every 3 dollars you otherwise would have wasted,
so you can manufacture your market leading product in Australia at a profit.”

“NOICE!”

Benefits Versus Features

We all know how effective Apple’s commercials and advertising are, but why are they so persuasive?

In this instance it’s the singular focus on benefits rather than features. In our Killer Kopywriting System, we explain this in full detail, but for today’s blog post ‘exercise’, just watch this video and see if you can do the same for ONE of your products and/or services.

You’ll quickly realise that you revert to FEATURES rather than benefits, which is one of the reasons why Apple outsells its competitors. The other is because their products are way, way better!\

Here’s the thing you really need to fully grasp – people BUY BENEFITS – NOT features. If you want to sell more, you simply need to translate the technical merits of your product or service into “What’s in it for me?”

Easier said than done, but well worth the investment. It’s the single most effective way to increase sales.

Killer Kopywriting – New Vocabulary

I recently blogged about jargon and other overused words to avoid. Today’s post is a tongue-in-cheek look at how new words are created…

CARPERPETUATION (kar’ pur pet u a shun) n. The act, when vacuuming, of running over a string or a piece of lint at least a dozen times, reaching over and picking it up, examining it, then putting it back down to give the vacuum one more chance.

DISCONFECT (dis kon fekt’) v. To sterilize the piece of candy you dropped on the floor by blowing on it, somehow assuming this will “remove” all the germs.

ECNALUBMA (ek na lub’ ma) n. A rescue vehicle which can only be seen in the rearview mirror.

EIFFELITES (eye’ ful eyetz) n. Gangly people sitting in front of you at the movies who, no matter what direction you lean, follow suit.

ELBONICS (el bon’ iks) n. The actions of two people maneuvering for one armrest at a movie theater.

ELECELLERATION (el a cel er ay’ shun) n. The mistaken notion that the more you press an elevator button the faster it will arrive.

FRUST (frust) n. The small line of debris that refuses to be swept onto the dust pan and keeps backing a person across the room until he finally decides to give up and sweep it under the rug.

LACTOMANGULATION (lak’ to man gyu lay’ shun) n. Manhandling the “open here” spout on a milk container so badly that one has to resort to the “illegal side “.

PEPPIER (pehp ee ay’) n. The waiter at a fancy restaurant whose sole purpose seems to be walking around asking diners if they want ground pepper.

PHONESIA (fo nee’ zhuh) n. The affliction of dialing a phone number and forgetting whom you were calling just as they answer.

PUPKUS (pup’ kus) n. The moist residue left on a window after a dog presses its nose to it.

TELECRASTINATION (tel e kras tin ay’ shun) n. The act of always letting the phone ring at least twice before you pick it up, even when you’re only six inches away.

Do your clients really understand you?

Sometimes you might think you’re being understood when the exact opposite is true. In business, the art and science of clear communication is the key to success in sales and marketing.

Writing good copy is easier said than done, which is why we developed a system to teach you the most important elements of writing copy that sells – we call it Killer Kopywriting.

Even if you don’t end up writing all your sales copy, at least you’ll avoid the most damaging blunders that can cost you thousands of dollars in lost sales and new leads…

Copy Writing Copywriting, Writing That Sells, Copy That Sells, CopyWriting Tips

Verbal Vomit

Being exponential, I am always fascinated by how people abuse jargon and terminology to confuse and muddle their messages.

Jargon consists of technical terminology that makes perfect sense to your colleagues and co-workers but is annoying, useless and even confusing to outsiders like your clients, prospects and suspects.

The #1 culprits are politicians who babble forever never saying anything and technical “consultants” who use big words to sound self-important.

Many doctors, engineers, bankers and retailers have great ideas but struggle to make them ‘sell’ simply because their language is saturated with buzz words and jargon.

If you want to close more sales and attract more business then stick to plain English that a typical customer with an average IQ and without a dictionary can easily understand.

What’s interesting is the research involved Dr Daniel Oppenheimer, from New Jersey’s Princeton University, who found that students rated the intelligence of authors who used simple language and easy-to-read fonts as higher than those who over-egged the prose.
Words To Avoid, Buzzwords, Jargon, TLAs, Acronyms


Here is a list of useful tips to help you communicate more effectively…

  • Get clear on your outcome.What do you want the other person to do as a result of your email, letter or discussion? Clarity means making it easy for them to do what you want them to.
  • Communicate your thoughts in simple, digestive ways. Put your thoughts forward using simple and clear language, ideally in short sentences while avoiding the use of buzzwords and clichés.
  • Focus on your listener.Focus on what the listener needs to hear to buy your idea or get on your side.

Like seriously, The Marist College Institute for Public Opinion like has released its annual list of like the most annoying words of 2011 after conducting a public survey. Whatever.

Avoid annoying words and phrases like: Continue reading ‘Verbal Vomit’

Copywriting: Art And Science

Killer Kopywriting is one of the most potent business skills an entrepreneur or business executive can learn to grow a business. There is no substitute for literary precision and artistry when it comes to selling products and services.

That being said, sometimes contrast is needed to fully grasp the power of words to communicate a message, as these explains illustrate so clearly.

In an office:
TOILET OUT OF ORDER…… PLEASE USE FLOOR BELOW

In a Laundromat:
AUTOMATIC WASHING MACHINES: PLEASE REMOVE ALL YOUR CLOTHES WHEN THE LIGHT GOES OUT

In a London department store:
BARGAIN BASEMENT UPSTAIRS

In an office:
WOULD THE PERSON WHO TOOK THE STEP LADDER YESTERDAY PLEASE BRING IT BACK OR FURTHER STEPS WILL BE TAKEN

Continue reading ‘Copywriting: Art And Science’

Are You A Cost Or A Benefit?

Corporate Branding, Bland To Brand, Corporate PositioningClients see you in one of two ways, either as a COST or as a BENEFIT.

Examples of companies that are perceived as a ‘cost’

  • Lawyers
  • Dentists
  • Plumbers
  • Gym
  • Search consultants/headhunters

Examples of companies that are perceived as a ‘benefit’

  • Restaurants that you want to eat at (non fast food)
  • Jeweller
  • Concerts and events
  • Zoo and other attractions
  • Pubs, bars and other entertainment

Here’s the thing – UNLESS you transform yourself from a cost to a benefit, you’ll remain stuck in the vortex of price matching and discounting – BECAUSE the prospects SEE you as a cost and not as a benefit.

Continue reading ‘Are You A Cost Or A Benefit?’

Qantas Message: Volcanic Ash

This is an example of a superbly written explanation. It’s direct, to the point and reinforces why Qantas remains the safest airline in the world.

I teach Killer Kopywriting to business people and will make sure they read this as a perfect case study example.

I wasn’t affected during this period, but I have to be honest – I would rather be safe than sorry. Even if the other carriers were flying without incident.

Hindsight is always 20-20. I like the fact that Qantas stood their ground and stuck to their principles.

SAFETY FIRST.

Qantas, Copywriting, Exponential Programs

Belief Builders and Credibility Creators

There is a four step process everyone goes through as they make a purchase.

  1. Consider – Before anyone makes a decision, they must consider this opportunity. Most salespeople skip this step to their detriment.
  2. Decision – This is when the ‘sale’ takes place. However, most ineffective salespeople skip the consideration stage and try to force the decision that was never even considered.
  3. Commit – Without a commitment, a sale is not a sale. As many as 20 to 40% of sales are lost due to a lack of commitment requested of the purchaser.
  4. Resolve – Making sure the commitment is followed up and followed through to its conclusion to ensure the sales is completed. Up to 10% of sales are left unattended and therefore lost.

Consider – or lack thereof is the number one source of lost sales, by a long shot. Anecdotally, as many as 4 out 5 sales are lost because the prospects never considered the offer being presented in the first place. Without it, there is no decision to be made.

So how does one go about having people consider their offer or proposal? Continue reading ‘Belief Builders and Credibility Creators’

Facts Whisper Fear Screams: Lessons From The Japan Earthquake

If you’ve been transfixed by the catastrophic events in Japan, you’ve seen and heard the media’s insatiable appetite for fear mongering.

I heard a quote ” Facts Whisper, Fear Screams” that I thought was appropriate and timely.

I am staging my Killer Kopywriting Workshop this weekend in Sydney – if you want to attend, give us a call on 0421 516 689.

Anyway, as I prepare my content for the workshop, I am going to include examples from the Japanese tragedy because so many lessons can be learned.

First, the misinformation and need for NEGATIVE propaganda prevails all media – we know that “STORM WARNING” gets more attention than “ANOTHER NICE DAY”…

But the fear mongering has reached a climax in recent times. Whenever there is doubt, a extreme, provocative word will be used rather than its more realistic, subdued alternative.

Why this is important is because with your business marketing , you need to do the same – using your own ethical and moral compass to guide you.

Example #1: Japanese Radiation Fears

We’ve recently heard or read the headlines that are a variation of this: “Radioactive traces have been found in Japanese milk“.

What about this headline…? ”

Radioactive Milk Only A Danger After 58,000 Glasses

I prefer the second one – don’t you?

Have a read of the article for an outstanding example of Killer Kopywriting.

Example #2: Nuclear Reactor Explosion and Vaseline

William Tucker published a book called Terrestrial Energy: How Nuclear Power Will Lead the Green Revolution and End America’s Long Energy Odyssey.

In it, he adroitly explains nuclear power with a brilliant analogy to Vaseline?

“Nuclear Power is it prohibitively dangerous? Is a nuclear reactor an atomic bomb waiting to explode? And the perennial question — what are we going to do with all that horrible nuclear waste?


Let’s start with the idea that a reactor can explode. The next time someone asks you this, answer them, “Do you have a jar of Vaseline athome in your medicine cabinet? And if so, do you lie awake at night worrying that it’s going to explode like a jar of napalm and set your house on fire?”

Look on the side of the Vaseline jar. It says “petroleum jelly.” It’s made out from oil. What is napalm? It is jellied gasoline. Can’t Vaseline blow up like napalm? Obviously not. But why? Because they contain different fractions of petroleum with different volatilities.

It’s the same with uranium. There are two types of uranium — “isotopes,” as we say. (They have different numbers of neutrons.) U-238 (238 neutrons) makes up 99.3 percent of the natural ore. It sheds a couple of protons occasionally but its half-life is 5 billion years and it’s relatively harmless. (The longer the half-life, the less “radioactive” an element is.) Uranium-235 is the powerhouse. It can split in half — “fission” — releasing huge amounts of energy. But U-235 constitutes only 0.7 percent of the natural ore. It’s so sparse it can’t undergo the “chain reaction” that leads one breakdown of an atom to produce others.

As a result, in order to set of a chain reaction you have to “enrich” the U-235 to a higher percentage than the natural ore. This is extremely difficult because it can’t be done chemically — they both have the same chemical properties. Instead, you have to build a factory the size of a Ford plant and separate them by various techniques such as running them through magnetic fields or whipping them around in centrifuges. That’s what we did in the Manhattan Project.

But there are different degrees of enrichment. In order to produce the nice calm chain reaction you get in a nuclear reactor — enough heat to boil water — you enrich the U-235 from 0.7 to 3 percent. That’s reasonably doable. In order to enrich up to bomb-grade material, however, you have to enrich to — can you guess? — 90 percent. That takes a long, long time and a lot of work. The Iranians have been trying to do it for years and haven’t gotten very far.

But that’s the reason a nuclear power plant can’t blow up like a bomb. It’s like the jar of Vaseline in your medicine cabinet — there’s not nearly enough of the key ingredient in there to explode.

It’s also the reason why it’s much more difficult to build a nuclear weapon than most people imagine.”

Now if you can communicate with the same level of clarity as Mr Tucker has demonstrated you’re set!

If not, you should seriously consider attending our Killer Kopywriting Workshop – your business’ future depends on it whether you want to admit it to yourself or not.