Sales Copy and Marketing Advice That Sells

Today is Part 11 of the 15 Profitable Marketing Power Tips you should use in every marketing or advertising technique you use to promote your business.

Today’s topic is… The surefire way to destroy your marketing strategy and your business.

Quick story from a client–

We were talking about the recent Stratham Fair, a small community fair that’s held every year, and usually draws people from all over.

At the fair, there were a number of vendor booths promoting local businesses and their services to the public.

Most of them had sheets you could fill out to get more information about them.

So that’s great marketing, isn’t it? Companies building up a list of interested prospects, right?

Well… my client signed up and gave his personal contact information to six different companies he was interested in.

And after four weeks, guess how many of them followed up with him or sent out information to him?

If you guessed three or four – you’d be wrong.

Okay…how about one or two?

You’d still be wrong.

The correct answer about how many companies followed up… a BIG FAT ZERO. Zero out of six did NOT follow up. Absolutely stupid decisions by those companies.

I wish I knew who they were, cuz they sure as heck need some marketing help.

Think about it. Why go to they trouble and expense of paying for a booth, manning it, and collecting prospect information, (from people who are telling you they are interested) if they’re not even going to follow up?

Jeesh… They might as well just throw their money in the toilet.

If you know me, you know lack of follow-up is a pet peeve, and it really ticks me off.

Profitable Marketing Power Tip #11:

When somebody is interested enough in your products or services to willingly give you their sacred contact information – for goodness sake  – FOLLOW UP with them.

If you don’t, you’re just killing your marketing machine, and putting the brakes on any momentum you have going.

Not to mention, when you are waiting for someone to contact you or send you information, and you never hear from them, doesn’t it really piss you off?

It does me.

Do you agree?

To check out the previous tips you may have missed, the links are below:

Part 1 marketing & advertising power tips for NH small business owners

Part 2 marketing & advertising power tips for NH small business owners

Part 3 marketing & advertising power tips for NH small business owners

Part 4 marketing & advertising power tips for NH small business owners

Part 5 marketing & advertising power tips for NH small business owners

Part 6 marketing & advertising power tips for NH small business owners

Part 7 marketing & advertising power tips for NH small business owners

Part 8 marketing & advertising power tips for NH small business owners

Part 9 marketing & advertising power tips for NH small business owners

Part 10 marketing & advertising power tips for NH small business owners

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To your marketing success!

Merrill Clark
Website and Marketing Copywriter

Today is Part 10 of the 15 Profitable Marketing Power Tips you should use in every marketing or advertising technique you use to promote your business.

Quick question for you… Do you want your prospects read your sales copy?

If your sales copy reads like a complicated legal brief, uses big, complex words, or doesn’ t directly relate to your reader on a personal level… they probably won’t.

They’re more likely to completely ignore it, and you’ll lose any chance to make a sale.

Profitable Marketing Power Tip #10:

You gotta remember that it’s people who read your sales letters, ads, and web copy – not robots or businesses.

Every time you write any marketing copy… whether it’s your company brochure, a sales letter, websites, emails,  or whatever…

Make sure the sales copy is written with some personality.

You want it to sound like you wrote it specifically for the reader, using short and simple language. A trick I sometimes use is to pretend like I’m talking one-on-one with a friend over a beer.

It forces me to talk to him in a way he can easily understand. That, in turn, helps me write copy that sounds simple, but still clearly communicates the message I want to convey.

Most people don’t like it when you talk over their heads, but many still write and even talk using language that sounds impressive, but turns off their audience, because they don’t understand it.

Do you agree?

To check out the previous tips you may have missed, the links are below:

Part 1 marketing & advertising power tips for NH small business owners

Part 2 marketing & advertising power tips for NH small business owners

Part 3 marketing & advertising power tips for NH small business owners

Part 4 marketing & advertising power tips for NH small business owners

Part 5 marketing & advertising power tips for NH small business owners

Part 6 marketing & advertising power tips for NH small business owners

Part 7 marketing & advertising power tips for NH small business owners

Part 8 marketing & advertising power tips for NH small business owners

Part 9 marketing & advertising power tips for NH small business owners

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To your marketing success!

Merrill Clark
Website and Marketing Copywriter

Since the recent death of my son, I’ve come to the overwhelming realization that marketing and business is not the most important thing in the world.

Your life and family is the most important thing in your world! (at least, it should be)

It’s been 5 weeks now, and my mind and heart is still riding an emotional roller coaster, with just about every emotion known to mankind.

And with all those powerful emotions running around inside, it hit me like a ton of bricks…

I’ve come to realize the things in life that are really important, and the things that don’t mean a damn thing in the overall scheme of things.

And you know what? Over the last 5 weeks – marketing, which is my business, hasn’t even existed in my world.

It’s amazing the things I’ve come to realize that just don’t matter at all.

Taking care of my wife and the rest of my family and friends have taken complete priority, and will continue to do so.

Now that doesn’t mean I won’t work my business hard. Of course I have to… the bills still have to be payed.

It just means that I’ll work hard and pay more attention at taking care of love and life itself while I’m still around.

Business will happen.

Unfortunately, it took my son’s suicide for me to learn this valuable lesson.

What does all this have to do with marketing and business and generating leads?

Probably nothing at all.

But I feel a lot better sharing this so maybe you won’t be writing a similar story in your lifetime.

And in case you’re wondering… You’ll start getting new marketing and business tips in this blog soon. As soon as my brain says…

Let’s GO!

Thanks for listening, your cards, prayers, and your support…

.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

Today is Part 9 of the 15 Profitable Marketing Power Tips you should use in every marketing or advertising technique you use to promote your business.

Did you know that you can get higher response when you include exact numbers in sales copy and headlines, as opposed to using rounded off numbers?

“It’s true”… according to well known copywriters such as Clayton Makepeace and Bob Bly.

But when people write sales or ad copy and headlines, they usually don’t know the numbers, or they’re plain lazy, so they just round off, or use numbers that sound impressive, but aren’t accurate.

And what happens?

Often they don’t sound true, and the copy sounds weak and kind of wimpy.

Profitable Marketing Power Tip #9:

Use actual specifics in all sales copy and headlines.

It will make your copy and headlines much more powerful, plus it will sound more believable to your readers.

This will boost your response rate.

Here’s an example:

Bad – How Mike C. from ABC Company saved thousands over a year’s time simply by changing his company’s health insurance plan.

Good – How Mike C. from ABC Company saved $3,142.00 in 9 short months simply by changing his company’s health insurance plan.

See the difference?

Do you agree?

To check out the previous tips you may have missed, the links are below:

Part 1 marketing & advertising power tips for NH small business owners

Part 2 marketing & advertising power tips for NH small business owners

Part 3 marketing & advertising power tips for NH small business owners

Part 4 marketing & advertising power tips for NH small business owners

Part 5 marketing & advertising power tips for NH small business owners

Part 6 marketing & advertising power tips for NH small business owners

Part 7 marketing & advertising power tips for NH small business owners

Part 8 marketing & advertising power tips for NH small business owners

.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

Today is Part 8 of the 15 Profitable Marketing Power Tips you should use in every marketing or advertising technique you use to promote your business.

It’s more about making it easier for your prospects to actually read your copy than anything else.

Have you ever seen a letter, a brochure, or a website that has so much copy that runs together in one long paragraph?

I’ve seen some where the paragraphs are so long, they are virtually impossible to read.

And even if you could read it, why would you want to go through the extra effort to?

People like EASY, and reading a super long block of copy is HARD.

Profitable Marketing Power Tip #8:

Break up your sales copy into short paragraphs of no more than 3-5 lines each.

Then every 2-3 paragraphs, add a compelling subhead so the people scanning it will know what you’re copy is talking about.

Why?

Because long, uninterrupted blocks of copy are hard to read …visually and emotionally. And who wants to read something when it’s difficult to do it?

Short paragraphs are much easier to read and comprehend. Plus, people who scan instead of reading every word will get the gist of the copy, and you’ll have a better chance of picking up a new lead or client.

Think about it… Isn’t it hard enough to get prospects to read your sales copy when it’s easy to read? Don’t give them a reason to not read it, just because you made it hard to read.

Make it as easy as possible to read and scan, too!

Let me know your thoughts on this…

To check out the previous tips you may have missed, the links are below:

Part 1 marketing & advertising power tips for NH small business owners

Part 2 marketing & advertising power tips for NH small business owners

Part 3 marketing & advertising power tips for NH small business owners

Part 4 marketing & advertising power tips for NH small business owners

Part 5 marketing & advertising power tips for NH small business owners

Part 6 marketing & advertising power tips for NH small business owners

Part 7 marketing & advertising power tips for NH small business owners

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

Today is Part 7 of the 15 Profitable Marketing Power Tips you should use in every marketing or advertising technique you use to promote your business.

Do you tell your prospects and customers the biggest reason they should buy from you instead of your competition?

If you’re like most business owners, this “special” benefit isn’t conveyed to your prospects at all. In fact, many businesses don’t even know what their “special” benefit is.

This benefit is often called a USP, or your Unique Selling Proposition.

It’s the biggest reason someone would choose to do business with you over another business.

For example: Dominos Pizza’s USP is… Fresh, hot pizza, delivered in 30 minutes or less.

You notice it doesn’t say “best tasting pizza”, but hot pizza delivered fast. Speed is how they differentiate themselves.

If your marketing message doesn’t quickly and concisely explain why you’re different than your competition, then your marketing message becomes lost.

Profitable Marketing Power Tip #7:

Spend some time figuring out your USP – what makes you different than everybody else. Then make sure your marketing message tells the world what it is.

I’m not saying it will be easy, but it will certainly be time well spent.

One thing’s for sure: Having a USP and putting it into words can give you a giant leg up on your competition, because you’ll have something special to offer your clients that your competitors can’t.

Stand out from the crowd for goodness sake…and tell the whole world why!

Let me know your thoughts on this…

To check out the previous tips you may have missed, the links are below:

Part 1 marketing & advertising power tips for NH small business owners

Part 2 marketing & advertising power tips for NH small business owners

Part 3 marketing & advertising power tips for NH small business owners

Part 4 marketing & advertising power tips for NH small business owners

Part 5 marketing & advertising power tips for NH small business owners

Part 6 marketing & advertising power tips for NH small business owners

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

Today is Part 6 of the 15 Profitable Marketing Power Tips you should use in every marketing or advertising technique you use to promote your business.

Would you like to get better response from your sales copy and marketing materials?

Of course you would.

Many business professionals think that “selling” your products and services in you marketing copy is the best way.

But does that technique consistently work?

Not usually. That’s because most people don’t like to get sold.

Fortunately, there is a better way…

Profitable Marketing Power Tip #6:

Educate your prospects instead of selling them.

Most people would rather get good information about their problem instead of being sold.

So instead of doing what everyone else does, create a special report or brochure that gives away some valuable information (not your deepest secrets, of course), and let your prospects come to their own conclusion that you are the best solution to their problem.

Make sure your information is so valuable, they wouldn’t think of looking anywhere else.

Let me know your thoughts on this…

To check out the previous tips you may have missed, the links are below:

Part 1 marketing & advertising power tips for NH small business owners

Part 2 marketing & advertising power tips for NH small business owners

Part 3 marketing & advertising power tips for NH small business owners

Part 4 marketing & advertising power tips for NH small business owners

Part 5 marketing & advertising power tips for NH small business owners

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

Today is Part 5 of the 15 Profitable Marketing Power Tips you should use in every marketing or advertising technique you use to promote your business.

What’s the most prominent thing your potential customers see in your marketing copy?

Is it your company name in bog bold letters? Or is it a headline that quickly shows them how your product or service can help them?

If you’re like most business owners, your answer will be “your company name”. And that’s unfortunate.

Right now you’re probably saying to yourself: “So what? I need to get my name out there”.

But what you don’t realize is at this stage of their interest, prospects don’t usually care about your company name – yet.

What they do care about is that you can solve whatever problem they have or provide exactly what they’re looking for.

Which leads me to…

Profitable Marketing Power Tip #5:

As a rule of thumb…Always remember WIIFM (what’s in it for me) when writing marketing copy for any media. What should stand out before anything else is the headline that tells your prospects you can help them and why they should do business with you – not your company name.

Your company name may be important, but unless they know the benefits of dealing with you first, it wont’ matter to them.

Let me know your thoughts on this…

To check out the previous tips you may have missed, the links are below:

Part 1 marketing & advertising power tips for NH small business owners

Part 2 marketing & advertising power tips for NH small business owners

Part 3 marketing & advertising power tips for NH small business owners

Part 4 marketing & advertising power tips for NH small business owners

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

Today is Part 4 of the 15 Profitable Marketing Power Tips you should use in every marketing or advertising technique you use to promote your business.

I’m sure you’ve heard the phrase – “The proof’s in the pudding”.

But how does that phrase relate exactly to marketing?

Let’s talk about why proof is so important.

Simply put, it’s because before most people will buy, they want and need to believe your sales copy or ad is telling the truth about any claims you make about your product or service.

Because people are more skeptical than ever before, you need to prove it to them.

• • One way is to using honest and believable testimonials from real people to prove your claims to potential clients.
• • Another way is to incorporate statistics in your copy or ads from sources that can be independently verified.
• • Or maybe results from actual studies or lab tests regarding your product or even one that’s relevant.
• • Using quotes or comments from respected and trusted authorities work well, too.

Why? Because they all add the “proof” factor people look for. Proof that eliminates the fear, doubt, and uncertainty your prospects have before they click the order link.

Profitable Marketing Power Tip #4:

Add proof to every single piece of your sales and marketing copy. I’m talking ads, brochures, sales letters, postcards, web copy, emails, and even business cards.

Heck – sometimes I even include a proof element in my proposals. What better place to have a potential client read about a happy and positive experience that helps prove your case when you’re proposing a similar project or product?

Let me know your thoughts on this…

To check out the previous tips you may have missed, the links are below:

Part 1 marketing & advertising power tips for NH small business owners

Part 2 marketing & advertising power tips for NH small business owners

Part 3 marketing & advertising power tips for NH small business owners

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

Today is Part 3 of the 15 Profitable Marketing Power Tips you should use in every marketing or advertising technique you use to promote your business.

Exactly what makes people buy?

Is it because buying this widget makes sense?

Sometimes it is, but not usually.

Studies have shown that most buying decisions are actually made based on emotions, not logic.

Think about this example for a second…

Do you really need an expensive car like a Mercedes? Um… NO.

Do you want a Mercedes? If you do – it’s because you want to be associated with the status it gives you, or you’ll look cool to your friends.

You’ll buy it on emotion. Then to justify it to your better half, you’ll explain how the engine runs smoother, and the quality is so fine, and how all the other bells and whistles will help you drive better.

Now you’re justifying it with logic.

Profitable Marketing Power Tip #3:

Make sure all of your sales and marketing copy appeal to the emotions of your reader.

Remember, all buying decisions are driven by emotions and then justified with logic.

Let me know your thoughts on this…

In case you missed the first two – here are the links so you can check ‘em out.

Part 1 marketing & advertising power tips for NH small business owners

Part 2 marketing & advertising power tips for NH small business owners

To your marketing success!

Merrill Clark
Website and Marketing Copywriter