Free Gift For Copywriters And Business Owners
As a direct response marketer I’ve got to say that there are quite a number of people and resources that have had an influence on my career.
The work of people like Dan Kennedy, Gary Halbert, Tony Robbins (both Mastery University and Sales Mastery/Power To Influence), Clayton Makepeace, Drayton Bird, Brian Keith Voiles, Gary Bencivenga and many more.
In Australia, that list has included Ian Kennedy, and in recent years both Mal Emery and Pete Godfrey.
I recognise those mentors because I know without them, I wouldn’t be in the position of strength I enjoy today. I have bookings weeks and weeks ahead, and it has really changed the way I do business.
In particular, Pete Godfrey, a master copywriter, has had a big impact on the work I produce for clients.
And that’s mainly from his Copywriting and Marketing Master Class programs I completed in 2007 and again at the third and “last ever” event in November 2008.
What he shared in those programs was pure gold. He literally divulged his full, proven, emotional direct response marketing system for attracting and keeping clients.
For what I do today, there’s nothing better than this to help me create money-earning projects.
And Pete’s about to unleash this program for public consumption!
At the last ever master class, Pete recorded the whole event, and will soon be making that available. For any business owner or copywriter, it’s a resource you cannot live without.
But that’s not why I’m posting this article today.
In the lead-up to that release, Pete’s gone crazy and is giving away several very valuable FREE bonuses just for signing up to the notification list.
On their own, each of these bonuses is definitely worth paying for.
But you don’t need to do that: they’re yours free. No catch, no need to buy anything.
Here’s the link: www.deankennedy.com/recommends/masterclass
These are resources from a master copywriter that you’ll benefit from immediately.
For example, in the free bonus number 2, just reading the third paragraph on page 8 of the report will put you in front of 99 percent of your competition.
It’s the kind of material that fuels my business, and makes me 100% recession proof.
And you don’t need to buy anything to get these bonuses: you just have to sign up to the notification list!
Now before you worry about a flood of emails: two points of advice. One: observe what you get sent. Keep it. Swipe it for yourself (but don’t copy it word-for-word of course).
And two: if you want, you can always and easily unsubscribe. Just grab the bonuses if you want, and then say farewell. But I know that once you download and read them, you’ll be hungry for more (just like me).
But you’ll need to be quick: the bonus page won’t be up very long: grab them now!
If there’s one thing about current marketing I don’t like, is that everyone thinks they’re a guru. But here’s what I know … Pete is fair dinkum, he’s the real deal. Not only did I go to his Bootcamp in 2007, I signed up and went to his Masterclass, and then signed up for the next one and did it again (the only reason I missed the middle master class is that I was in hospital and not allowed to fly)! So I’m not just going to tell you from “what I know” … but this is “what I do” and I know it first-hand.
Here’s the link again: www.deankennedy.com/recommends/masterclass
Three More Cover Letter Tips For Job Seekers
On Monday I posted six tips for writing cover letters when looking for a job, and there’s three more I’d like to share.
Remember in that post how my re-write of the letter landed a phone call within 30 minutes and an interview the next day? Well the report I got back from the job seeker was that they’d closed off applications — but opened them again after reading the letter and the resume.
The letter got the employer’s attention, and the applicant’s relevant skills got the interview… a good combination. That turned into a short-listed second interview — so it shows how important your first impression is — get attention and really show-off what’s important to the employer.
That part’s really important … as a copywriter, I’m always telling clients (and remembering to write myself) from the perspective of the prospect: it’s all about what’s in it for them, about their emotions, about what benefits they’ll get.
That applied too when writing your cover letter.
Three More Cover Letter Tips
So here’s three more cover letter tips if you’re looking for a job …
1: Raise and answer potential objections
The reason to do this is so you help control the answer — don’t leave any potential issues hanging for them to answer, that way you won’t get the chance to explain and turn the objection in your favour.
Let’s say the employer lists they want someone with 5 years of PowerPoint experience, but you’ve only got 2 in PowerPoint and 5 using another software presentation program. You could do two things: (a) highlight your combined 7 years of experience in creating persuasive presentations (still showing your competency with presentations and using PowerPoint); or (b) show how with just 2 years, your presentations have helped a sales team increase their close rate from 18 per cent to 37 per cent (specific improvements in results).
Even if your skills don’t match exactly, show how what you do have is still a benefit to your potential employer.
What if you have no experience in a particular software program? Let them know … and still show how you’re a benefit because perhaps you’re a very fast learner of new programs (give an example) or that you’ve used an equivalent program and understand the related theory and concepts. For example, a home builder could use several tools (some easier than others) to build a home — because he or she understands the building concepts. Give me the best tool, and it won’t necessarily help me, because I’m not a home builder. So, in the same way, show how you might understand a concept (eg a billing system) without necessarily understanding the particular software.
2: Assume The Sale
If you and the job are a good match, be confident about it! Include wording in your cover letter that helps show you think you’re a good fit and helps them already imagine you as an employee of the company.
For example: “As you’ll discover when I’m part of your team, …. …. ….” and then list relevant skills and abilities that match what the employer is seeking.
You’re writing to highlight the assumption that you will be part of their team, putting you in the picture.
This positive thinking also helps keep you fresh and in focus when you’re writing, so it helps you write with personality and to not be boring!
3: Your Call To Action — The Employer’s Next Step
Of course, this should be a no-brainer — but it can be overlooked!
Make it clear how to contact you. Be specific and don’t assume they’ll jump to your CV to find your contact details. Put them in the sentence of the cover letter.
So, instead of “I hope to hear from you”, be more specific:
“NAME, I am keen to meet with you to discuss how my experience and knowledge can effectively contribute to your company. To arrange a suitable appointment time, you can contact me on 000 000-0000 or 0000 000 000.”
Shows you’re looking forward to a meeting, and also gives clear, specific instructions with a relevant contact number (here I used a landline and a mobile/cell number).
Reminder …
You can see too from the sentence above that this cover letter would use the name of the person you’re writing to.
You of course found that out, didn’t you?
Personalise your letter to a real person where you can! If they’re the HR Director, find out their name.
Do your research: the company, the person you’ll be meeting. That shows initiative and interest — you’re not treating them “just like another job application.”
Put the name of their company in the body of your letter, along with their name.
Show that your letter is ONLY written for them. Show them you care about their company (because they sure do!).
Summary of Job Cover Letter Tips
Okay, here’s all of the tips together in a mini-checklist …
- Personalise your cover letter
- Don’t be boring: show your personality
- Use the cover letter to match relevant skills to what the employer is looking for
- Use their language/wording where possible to describe your skills and abilities
- Show how you solve their problem (it’s all about their needs)
- Read your letter out loud to check that it flows well
- Raise and answer potential objections
- Assume the sale: put yourself in the picture
- Make sure you have a specific call to action: what the employer should do next
That’s now 9 tips for you from a pro copywriter to help you find a job … I hope you put them to good use!
Six Cover Letter Tips For Job Applicants
Gotta say I’m feeling quite chuffed this morning … yesterday, I re-wrote a cover letter for a job application (not for me, but for someone seeking full-time work).
Today it was used for the first time … one email, one job application — 30 minutes later, the company called and offered an interview for 10am tomorrow!
Even in this economic climate, the good jobs are still there to be had if you apply proven copywriting skills to your application.
The comment back about this particular letter: of 160 applicants, it was “the best letter he’s ever seen”.
Always makes me feel good to help someone get a job they’re after — at least to get the attention of employers to get an interview. So far all the letters I’ve done for jobs have gotten an interview for the applicant — only about a dozen, but I’ve helped each of them stand out.
Of course though it’s their skills that I’m highlighting, to make the letter as relevant as possible to match the job… I’m simply making sure it gets the right attention.
Six tips for your own job cover letter:
- Personalise each cover letter. Use the name of the company and the person you’re writing to in your letter. This makes it look much more like you care about what you’re writing, not just some generic cover letter.
- Don’t be boring! If you can, avoid the “same old” style of letter writing that everyone else uses. Still be careful, and make sure it is business orientated. But use words that are more lively and active, not something that starts off like “I’m writing in response to the job application in XYZ newspaper for the ABC role.” You don’t also want to appear arrogant, eg avoid “Your job search is over, here I am!” .. but instead, something that shows you’re excited about the prospects of working for the company and you’re ready and able to be part of their team.
- Relevance: Be very specific about matching your skills to the duties they’ve outlined. Focus on the few main things they’re looking for and show how your skills suit the role
- Be clear in the language you use — if they want someone who has a “can-do” attitude, use those words in your cover letter (so long as it is congruent with your attitude!)
- Show how you’ll “solve their problem” — how your attitude and skills takes away any problems they’d potentially have in that role because of your skills and abilities (so they can get on with running their company)
- Before you send your letter — read it out loud and make sure it “flows” okay. If you stumble over any parts, re-write them so they’re clear.
Hopefully, that helps get you the attention of your future employer in the same way as it did for the letter I wrote yesterday!
Gotta Be Believable
Sleepily for me, it’s nearly 3am. I was watching a late movie last night, and dozed off near the end … snoozing soundly on our lounge room couch, until our beloved cat suddenly woke me 15 minutes ago (yes, he wanted his “staff” to attend to his needs) asking for a refill of his now empty bowl.
Before I turned off the tv, I couldn’t help but have a quick look at the guide and notice the overnight infomercials. And without surprise, sure enough there was one for a product I hadn’t yet seen.
This one was for a garden trimmer (the Total Trimmer).
Typical format for a US informercial, although this time they’ve got an Aussie voiceover for selling to the local market. That’s good, except he still read out “gas” instead of “petrol” — but at least it was a “local” voice.
Alternatives
And the presentation of alternative options in black and white, instead of colour, wasn’t surprising either. It’s a way of visually saying “those old style methods” that are no longer the best option (using black and white attempts to signify they’re less appealing as well as dated).
It was kinda frustrating to watch though — because the presentation to me didn’t look believable.
Having helped my dad for several years during high school when he had a lawn mowing business, garden trimmers are something I’m a little familiar with (don’t have one now, but used one plenty of times, even as a teenager).
Now, you should find all the “frustrations” of alternative methods and use them.
But showing someone trying to put gas/petrol into a trimmer from more than ten inches away — and no funnel in sight — that’s just plain ridiculous. People use FUNNELS and it’s EASY. Real people also don’t simply splash gas/petrol all over the place like the rather pathetic and dangerous depiction in the ad.
Do they think I’m an idiot?
Would you do that with pouring milk into your cereal bowl?
Would you hold it a couple of feet away and slightly tip the upright bottle so the milk runs all over the bottle and onto the bench, rather than tipping it “the normal way” so the milk goes into the bowl?
No? You wouldn’t splash it everywhere? Here they expect you do that with petrol.
I’m not sure about you, but an inexpensive plastic funnel for a couple of bucks would solve that problem for me.
Scores a negative for me because I don’t think the depiction of an alternative method is credible.
Here I am, watching the ad, and instantly arguing and solving the objections myself — this is not the thinking you want your prospect to be doing!
Also — seeing a petrol trimmer in action — with heavy duty nylon cutting cord coming out of the head of the trimmer, it’s a far superior result than this plastic looking device.
And on this one, they stop, and have to manually adjust the angle of the head to change the trimmer’s ability to trim areas like lawn edges.
On our trimmer, we just flipped it over in no time at all and kept going, with the fast trimming action now on a different angle and no need to stop and press any buttons or adjust the head of the machine!
So this advertised machine’s limited looking ability scored a negative for me too (knowing how alternative options really work).
No side-by-side comparison, no testimonials in sight either!
Presenting Price
What got me though was the price presentation.
They had a big “$300″ crossed out on the screen for what you wouldn’t pay for some other “old fashioned” gas/petrol trimmer (with a far superior result in my eyes).
Yet the price for this flimsy-looking, lightweight plastic thing was $279.70 (5 payments plus postage handling and insurance) … hardly much different at all (less than 7 per cent).
I’ve only gotta look in the online Bunnings catalogue and they have an electric hedge trimmer for $49.90 and an electric line trimmer for $59 — $108.90 is far LESS anyway than $279.90 for this trimmer with the hedge attachment. Even the cordless Bosch model at Bunnings is only $199. $23.90 for a 25m extension lead (pretty damn easy to roll that up without the tangle they’re showing me), and $12.98 for garden shears, and to me I’ve got the same setup, and probably more effective equipment, at just over HALF price.
Plenty left over for a $15.90 extension cord reel… less than $162 (plus a trip to the store, always fun, and instant purchase) versus $279.90.
It’s scary to think what the other useless optional attachments are worth.
More Potential Objections
One black and white picture shows a tangle of cords in the garage. I can easily “solve” their problem of having to use a cord with a long extension lead by rolling it up around my elbow, or on a reel, like used with a hose — problem solved. Now if they had showed a cord trailing across the lawn, and someone potentially tripping over it — that’s a different problem that really could be a useful objection against alternative choices … but I didn’t see that raised at all!
Now, this thing might not be flimsy in real life, but it sure looked that way to me. To me it looked painfully slow and ineffective. The head hardly made an impact on the lawn edge or the hedges.
And who uses a trimmer to cut their entire lawn? No way!
This thing looked to me like it’d lose a fight against 3 tough blades of grass — not much more power than a kids toy.
There wasn’t real grass flying everywhere, the nylon line would do a much better job! And the nylon line comes in several strengths, there are heavy duty lines (much better than the cheap stuff — look around and find the decent stuff) that spin fast and get the job done.
So this is another objection that hasn’t been raised and addressed — other than them saying it’s lightweight, which is good for some people.
Their demo around the fountain? They were also claiming it’s less straining, but then they’re leaning over on one foot to try and just cut down a few blades of grass — want too much effort for little result.
Around the garden gnomes? Again, the machine looked slow and ineffective, taking more effort than it should for that kind of trimming.
And being battery operated might be a good thing — although it’s only got UP TO a 60 minute charge, and the demo didn’t show the trimmer as having much ability to effectively do the job, so that time is probably eaten up long before your job is finished and you’ll be stuck waiting for a recharge before going back out to get things done.
Again, an objective not addressed … so they leave the viewer to decide on the answer — something you should not do in your own copy.
Find all the objections you can — raise them and answer them! The more the better. Be thorough. Be realistic and believable and have a credible argument. Don’t hide anything … if a prospect thinks about it, and you haven’t addressed it, THEY get to come up with the answer, and it probably misses points you’d want to include.
Doing this shows you really know your product — so you’re the expert and perceived with more trust and value — and you can be more persuasive because you get to influence the answer to the objection, rather than letting prospects think up their own answer. It also avoids insulting the intelligence of your prospective audience by showing alternative scenarios that don’t look at all realistic.
In regard to this garden trimmer, to me (one of those who don’t think the presentation is realistic), it’s fair to say that now I don’t believe you about this … I’m most likely to also start thinking that what else you say also might not be believable.
At that point, you’ve lost me as a prospect because I’m not convinced at all about your presentation.
To me, you ain’t fair dinkum.
Now I’m probably in the minority — I MUST BE, as this ad is running in its current form and probably worked very successfully in the US market before it was imported here — so I’m probably not your ideal prospect anyway … in that case, your ad is doing a good job, even if I don’t believe it.
This is my opinion of course — you’ll have to watch the ad for your own assessment.
And personally I can think of several ways to improve this ad to be more influential (although like I said they probably aren’t looking to address a potential prospect like me). There are several credibility tools and copy arguments that could be used here that I think are missing.
In any marketing … being believable … for trust and credibility … that is ESSENTIAL.
People are skeptical, and getting even more so as time goes on, so if you fail to address these issues in your marketing, you’re “leaving money on the table” and not being as convincing as you can be.
(Now the NEXT informercial that’s now showing, about the Contoured Cloud sleeping mattress — they’re doing a more convincing job than the trimmer!).
Okay, time for me to get some sleep!
Copy Tip 47: Six Ways To Use Authority And Celebrities
The topic of “authority” and obedience have been matters for the scientific study of persuasion over a fair length of time.
As a kid, I remember the long-running toothbrush ad for Oral-B that was endorsed by a dentist without showing his face … “because we can’t show you his face on television” — he stood with his back to the camera, brushing his teeth, and then after prompting by the voice over, held up the toothbrush brand of preference.
As an adult, reading Dr Robert Cialdini’s book Influence, I learned more about obedience testing such as the widely known Stanley Milgram experiments (if you don’t have Influence — and you should! — you could start with Wikipedia for more information on Milgram’s work, if you believe that to be an accurate reference!), on how far participants will continue to do something they don’t like just to obey an authority figure.
(Even “darker” experiments, such as the 1971 Stanford University prison experiment, delves more into the power of authority, and obedience to it).
It’s also about seeing authority figures in their persuasive garb — doctors and scientists in white coats, police in uniform — and how these added visual references to authority and expertise help add credibility — and persuasiveness — to a point of view.
So much so that — without directly referencing any specific examples — I can think of many times reading how criminals and con artists would don such garb themselves in attempts to create instant credibility — impersonating a figure of authority for devious means.
I remember from university years (yes, that time of my life where I happily left without completing a degree) that some of the more “practical jokes” played during competitive — but not overly legal — contents included such things as putting out road work sign on a busy road to divert traffic … the sign itself was enough of an authority object to get drivers to comply.
And in one of Derren Brown’s experiments during one of his television series, Derren placed a wallet on the ground on a busy London street corner, with a little money visible (not too much) — and then circled a line of chalk around the wallet.
With time lapse photography, the camera showed that the wallet stayed untouched for the entire day.
Again, an influential object — the chalk line (what does that make you think of? A crime scene?) — persuaded everyone not to touch the wallet.
(Cialdini also had an experiment with a wallet in Influence — about how likely you are to return it, depending on the perceived similarities between the person finding the wallet and the person who was returning it to its rightful owner).
We are quite often a conforming, obedient lot!
So you can see how, in copy the use of an authority figure can make your message more influential and persuasive!
3 Ways To Put Authority Into Action
(1) The ideal way to do this would be to have an authority figure directly endorse your product or service.
Here’s a tip: the authority figure doesn’t necessarily have to be a doctor, dentist or scientist … that’s ideal, but the main thing is they need to be an authority figure to your target audience.
Sometimes that’s just someone in an industry who is widely regarded … for example, if a marketing “guru” who my prospects take notice of says I’ve “mastered marketing” — which has happened to me — would that be more influential than having someone say it that the audience doesn’t know?
Absolutely!
It could also be a local authority figure. It just has to be someone who is seen as an authority figure to your target market.
(2) The second way to use authority is to reference quotes or data in your proof that are the results of work by authority figures. Can you find a relevant case study or data to help back up your claims?
Adding that to your message gives you more credence. For example, if you can show data from a university experiment that backs up your message, then you’ll be more believable. Maybe there’s even government statistics you can refer to. For example, I did that recently to help sell an import export product (by referring to recent statistics from the Australian Bureau of Statistics). It adds to the credibility of the rest of the message.
Just like the road sign and the chalk circle, the stats you refer to become “authority objects” that help influence your market.
(3) Another way to use authority would be to publicise your own expertise, experience and background.
You’re an award-winning business or have been personally recognised in some way for what you do? Use that in your message. You’ll be boosting your level of persuasiveness by increasing the perception that you’re recognised as an expert.
You’ve been a speaker in your industry or written a book? Then you’re definitely perceived as being more of an authority figure on your topic.
Even being in business for a long time can help build your level of “authority” — because you have first-hand experience that prospects perceive to be valuable. For example, we do a lot of work with travel agents. We create marketing material that shows all the places they’ve travelled to … rightly making them an expert travel professional in the eyes of their prospects and customers.
So — if you have certificates, diplomas, awards … put them on DISPLAY! Let prospects and customers see them. Build trust in your status as an expert.
Here’s one reason why I’d do it … one Cialdini experiment got a 34 per cent jump in compliance in patients doing what they were asked to do when this was done!
And 3 Ways to use Celebrities as authority figures
The use of a celebrity connected to your product or service can also be influential to your target market.
Proof? Look at how much Tiger Woods gets paid to endorse brands such as Nike. Do you think Nike would pay me that much? Not without being a world-class athlete — and celebrity — like Tiger.
More proof? Look at how famous actors can get behind a cause and help get it attention. Or how an actor can endorse a brand and be paid millions (for example, Andie MacDowell and L’Oréal).
Again, it doesn’t have to be someone with world-wide name recognition. You could have a local person be involved with you as a celebrity.
There are also ways to connect to celebrities without having their direct endorsement or involvement.
It’s like the number (2) example above — you can use studies, data, and news relating to celebrities that help associate that celebrity with your message.
For example … if you know Tiger Woods has several coaches and mentors, you could use that in your message to reinforce why your prospects should also have coaches and mentors to enjoy success just like Tiger Woods — it’s an ethical way to link to a celebrity and have that person connected to your message.
“Hmmmm, Tiger Woods has 3 coaches, and he’s the number one golfer in the world, maybe I should have a coach too.”
Or you could CREATE a celebrity — for example, your pet dog, cat or fish … all could be used as celebrities.
Are they necessarily authority figures? Probably not the ones you create. But they’re useful because they help build relationships, they boost the personality of your message and help people to like you.
So from this article you now have six ways to use authority and celebrities to help you create influential messages … make sure you use them!