Copy Tip 22: Using Your Resources
Well it’s New Year’s Eve and we’re getting ready to celebrate our nephew’s first birthday and then to welcome in 2009 … should be lots of fun!
First … time for the last copy tip of 2008!!
Today I want to remind you about:
IMPLEMENTATION.
USING the free resources at your fingertips to maximise their value to you and your success.
Like yesterday’s headline gift … one of the best things I can do is to point you in the right direction towards the goldmine.
But you’ve gotta dig for and claim the gold yourself!
(You did download it, didn’t you? Free, high-value opportunities like this are worth taking advantage of immediately!)
Oh, and just in case you’re wondering, the resources I’m including here aren’t under some sort of affiliate arrangement (not that there’s anything wrong with that!). They’re 100% FREE for you, and the “return” I get is knowing that you’re getting the best content there is (which helps in turn make you feel good about our relationship). I don’t earn a cent from point you to these resources … I earn much more than that (in you knowing the value I can provide you).
(Hint: there’s a lesson in their for your relationship with your own “tribe”).
So what did you do with yesterday’s gift?
Going through that content, here’s some of the things you should now know:
- Four essential “sales” your headline must make;
- The 4 U’s: Urgency, Uniqueness, Usefulness and Ultra-Specific;
- The 4 phases of prospect “resistance”;
- Engaging your prospect: Collier’s “join in the conversation he’s already having”;
- 7 more ways to instantly engage your prospect;
- 21 Questions to ask before you write your headline;
- Lots of examples;
- 31 more great headline ideas;
- John Caples’ 35 Headline idea starters;
- David Ogilvy’s 5-question “acid test”;
- 15-point headline checklist.
Aside from the tips I’ve already given you — you’re now fully armed to create great headlines!
Here’s an example of what I’d do.
Let’s say you’ve got a printing business.
You could take this headline example from page 53 of the pdf:
THE 23c LIFE-SAVER
Heart Surgeons NEVER
Tell You About!
and use this headline for your own business! Just ADAPT it to suit.
So it’d be for you:
“The 15-cent business life-saver
your competitors
never hope you’ll discover!”
And then use effective copy elements to describe how a low-cost marketing tool (in this case, a business card) can literally be a business life-saver. Your message will resonate especially in harder economic times.
You could build a whole marketing campaign around that headline. With a story, with credibility and believability, with a persuasive, compelling, irresistible offer, and backed by a risk-reversal guarantee.
And that’s just ONE SINGLE HEADLINE adapted to another situation!
See how easy it becomes when you’re armed with the right tools?
But that’s not all!
There’s a whole lot more you can learn too from yesterday’s gift.
Things like the content you “give away” that helps build solid client relationships … the way that kind of content positions you as an advocate and an expert … you could use the same elements in your own business: free webinars, pdfs and audio files … valuable content for your Market.
Best of all, when you build these relationships and increase loyalty, your customers are better customers … they’re less price-sensitive (because they’ve seen first hand how VALUE is much more important than price alone). And it’s a fact: only 10% of customers choose to do business on price alone — yet most businesses act as if it’s 90%. So this kind of value is attractive to 90% of your market — well worth taking notice of!
Well … our nephew’s party is about to start … I’ll see you again tomorrow, when it’ll be 2009!
Have a Happy New Year!
Comments
Leave a Reply