Tag Archive for 'Copywriting'

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.

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.

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.

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

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’

64 Great Headlines

I recently came across this great list of articles. The reason they stood out is because they had great headlines.

Killer Kopywriting™ is a skill I teach my clients. One of the foundational principles of great copywriting is to assemble great examples, I call them Killer Kopywriting Kases™, many copywriters call them swipe files.

When you review this list, you’ll learn some of the tips, tricks and techniques of writing a great headline:

  1. Keep it short and to the point (even though a long headline can still work very well).
  2. Include the value proposition (why someone would want to keep reading).
  3. Create INSTANT/IMMEDIATE interest, intrigue and value.

64 GREAT HEADLINES

Killer Kopywriting – Content Vs Conversation Table

In my Killer Kopywriting System, I explain the interaction of emotional versus logical content needs to be addressed to move people to action. The diagram below illustrates that as the volume of content increases, the time in the conversation also increases and if you are going to move people to take action, you must transform your syntax and vocabulary to a more emotive tone, focusing more on benefits than features.

Easier said than done if you’re not a gifted wordsmith!

That’s why I’ve designed a multi-step copywriting system, not to turn you into a copywriter (that’s not going to happen AND it’s a career, not a task!) but to make you aware of the importance of establishing your voice and persona within your various conversations. Have a look at the site that explains the complete course curriculum – it’s all included in our Platinum Program.

Killer Kopywriting To Konvert More Klients

Killer Kopywriting To Konvert More Klients

How To Write A Great Ad

Today’s post is an example of how to write a great ad. Using vernacular to great effect, The Lone Drainer and Pronto! David Conroy created this ad that well, says it all.

If you’re not an Aussie, you won’t get the play on words, but then again that doesn’t matter since this ad will appear only in Sydney’s Eastern suburbs.

I think it’s a great ad because it plays on words without being offensive yet provocative enough to get people’s attention which is what an ad needs to do. The call to action is simple and straight forward – SAVE 20% before March 31st.

A lot of people don’t know is that there is a cure for a roots problem – a cure that can prevent THOUSANDS of dollars of damage BEFORE it happens.

Many people don’t know – did you know? Now that you do know, aren’t you more susceptible to call The Lone Drainer for an appointment?

When would NOW be a good time? Isn’t 20% off a good enough  incentive?

So there you go – an GREAT AD for your ‘swipe file’!

Preeminence begins with a good personal bio

Today’s post is a long one, but well worth reading if you want to get more sales from BETTER prospects who VALUE who and what you are as a PERSON. This example is from Yvonne McIntosh, one of our Diamond Members who has graciously accepted to show the process involved.

The strategy of preeminence – A personal bio ‘Before, During and After’ Case Study

Continue reading ‘Preeminence begins with a good personal bio’