If You Don’t Want To Be The Center Of Attention In Your Market, Don't Stick Around!

If you don't get attention, you get nothing.

Maybe you've learned that.

How do you get attention? This is one of the skills of good copywriting and is something I can provide to you.

Picture this – your next email campaign – your response rate doubles. Your prospects are more qualified than ever. They are already convinced you have what they need. They are ripe for the close. The money is already warming up to sprint from their bank account to yours.

Can I guarantee your response rate doubling? Or money rushing into your wallet? Of course not. But I can guarantee that if you are not fully satisfied with what I create for you that I will give you a full and unconditional refund.

How can I make this guarantee? Let me tell you a little about how I work. I think you will see I am a thorough, creative professional who can write highly motivating copy for your emails, web sites, landing pages, squeeze pages, blogs, articles, press releases, social media such as Facebook, Twitter and LinkedIn, or other copywriting projects.

How I Work

I start by reviewing everything I can get my hands on about your product and the market it’s in. I look at your past campaigns, your website and brochures, key specs about your product, articles or speeches your company has prepared, notes you may have written and so on. Then I do as much of the same thing as I can about your competitors.

From there I go into depth about your product. It’s features and benefits, key differentiators versus the competition, what options are available. Who has bought it in the past and why, what are the buyers like as people, what are their motivations, how do they compare their purchase options, where do they look for product information and what influences them? What mailing lists do you have and what do they look like? A lot of what I’m after is getting my mind around the current issues and terminology in your market.

I usually store this information in various Word docs, spreadsheets, and bookmarked links. I like to use delicio.us. I keep reviewing all this information and gradually organize it to suit the objectives of the copywriting project. I will have frequent questions for you but I try to organize them to avoid pestering you with frequent contacts.

As I do this I gradually fill out a template of the overall structure of the copywriting project and the campaign’s objectives. What is the USP? What are the beliefs and desires of the target buyers and how best to reach them on analytical, emotional and personal levels? What emotions will move them to act? How can I help them to rationalize the purchase? What are the 4 P’s, the 4 U’s, the 4 LEGS? (I know that’s only 3 4’s)

And very key: what is the Offer? Often I will work with you on crafting an offer that is an optimal quadrangulation between profitability, feasibility, saleability and messagability.

After all this analysis it’s writing time. What voice do we want to use? What is consistent with your company’s past yet will bring new interest and attention? What’s the format and appearance we’re after? What are the technical logistics to be considered? How will the written seduction unfold? What’s the big promise? What are key points to highlight? What emotional sequence do we want to trigger and how and when? Set up the desire. Approach the close, pull back, add more, and so on.

And, of course, the magic part, the creative spark. I don't know how to describe how it happens, but it comes from the flood of information I've poured into my mind about your product and from my knowledge and repertoire of copywriting practices. Somehow ideas start coming. Sometimes on my own, and often in collaboration with you.

I also usually draft a number of possible headlines to test and sometimes multiple copy versions. Usually we will want to at least test 2-3 headlines on subsets of the list. From this point on it’s back and forth with revisions and reviews until we’re both confident in the overall copy.

Why Did I Tell You All This?

Unless they’re a professional copywriter, most people have no idea of how much thought and work goes into creating successful sales copy. The people that make the big bucks from print or web marketing do so because they are very serious about it and leave no stone unturned and no word unpolished.

That is my promise to you. I will do all the turning and polishing you need and I will do it for an extremely affordable rate. When you look at the profit differential between a run-of-the-mill campaign and an expertly targeted campaign, the cost of this sort of work is trivial. Not spending for this sort of work is small-minded. Spending a zillion dollars with an overpriced agency is wasteful.

But think about this carefully

Think about the last email or print campaign you produced, or your website. Did you go through the process I just told you about? Did you cover all those facets of research, analysis and preparation?

If you have to answer "no", then it's a pretty safe bet that you left money in your prospects' wallets! Money that could have been yours. Some of that money is gone now, never to return. Don't make that mistake again!

Just think about this, I don't know who said it, I think maybe I did: "The biggest waste in business is the business you never got."

Give me a call or type me an email while you’re thinking about it.

Steve
925-639-2879
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