Timeline of Management

500BCE War and strategy

14th century – Costs of complexity

1450 Innovation

1886 Brand

1896 Loyalty

1897 Mergers and acquisitions

1897 The 80:20 principle

1911 Empowerment

1911 Scientific management

1911 Entrepreneurship

1916 Diversification

1920 Decentralization

1924 Market segmentation

1938 Leadership

1940 Lean marketing

1940s Lean manfucaturing

1950 Supply chain management

1950s Channel management

1950s Project Management

1951 Total quality management

1954 Management by objectives

1958 Systems thinking

1958 Tipping point

1960 What business are you really in?

1960 Strategic alliances

1960 Theories X & Y

1964 Four Ps of Marketing

1965 Corporate Strategy

1966 Experience curve

1968 Boston matrix

1968 Adhocracy

1969 The knowledge economy

1970 Corporate social responsbility

1970s Outsourcing

1979 Benchmarking

1980 Five forces of competition

1981 Japanese management

1982 Organization excellence

1983 Globalization

1984 Stakeholders

1985 Value chain

1986 Six Sigma

1990 Core competence

1990 The Learning Organization

1990s Customer Relationship Management

1992 Balanced Scorecard

BSC takes an organization strategy, separates it into quantifiable goals and then measures whether the goals are being achieved.

It starts with vision mission statement, perhaps – and breaks that down into strategies, then tactical activities and conducles with metrics. It’s the structure of the metrics – the measuring activities – that is ‘balanced’.

BSC has 4 perspectives:

  1. Financial
  2. Customer
  3. Process
  4. Learning

1993 BPR

1998 Corporate governance

2000

2004 Blue ocean strategy

A business growth strategy published in 2004 that seeks to transcend the struggle between competing on price and competing on uniqueness, by achieving both at the same time.

Sailing from choppy red seas to a clear blue ocean, free of competition.

Blue Ocean Strategy seeks to answer the following questions:

  • Which of the factors that your industry takes for granted should be eliminated ?
  • Which factors should be reduced well below the industry’s standard?
  • Which factors should be raised well above the industry’s standard?
  • Which factors should be created that the industry has never offered?

[widget id=”ad-continue-management”]Ad: continue-management[/widget]2004 Web 2.0

2004 The Long Tail

Social Media Marketing

There are 3 broad categories of marketing: Paid Advertising. PR. And Referrals.

Social media marketing can and should occupy all 3 categories.

Companies have embraced the benefits of social media, buzz marketing, and social collaboration. But most, including big brands, still do not know how to implement it.

Having been involved with social marketing before the terms ‘web 2.0’ or ‘user generated content’ were coined, I can share my perspectives on how to approach social media marketing effectively and efficiently.

Modern PR

First, recognise that social media can be seen as synonymous with online public relations.

Your PR firm may not like that. And nor may your digital or brand agency. But strip away the fads, and it’s easy to recognise that any advertising, marketing, or promotion is geared to just a few desired outcomes:

  1. Creation of brand preference (pre purchase)
  2. Trigger a direct sale (purchase)
  3. Maintain brand loyalty (post purchase)

Public Relations is about creating that bonding in your market. And social media is simply a modern day version of that.

And ironically, with the rise of social media, we are seeing a return of PR journalist relationships becoming personal 1:1 relationships. Mass syndication is fine. But for optimal PR coverage online, we need personal ties with key people (centres of influence) in our industry or market.

Journalists don’t want to be spoon fed a cut-n-dry press release, and consumers themselves will readily pick up news releases if they are interesting, valuable, easy to read. I.e. Make them read like compelling stories, and fill them with detail from which the consumer journalist can pick and choose what they syndicate, distribute, plagiarise or share. (This has given rise to the social media news release.)

For simple and free press release syndication, try PR Log.

Publish your papers and presentation files on sites like:

  • http://www.slideshare.net/GavrielShaw
  • http://www.scribd.com/GavrielShaw

Consumer Trends

In the social media world people associate with personal brands more than with company brands.

“Over 50 percent of consumers perceive companies that provide communication features such as real-time dialog as progressive, advanced, and eager to please the customer.”

People interacting with people on a personal level is what the social web is all about.

And that is the essence of ‘social media marketing’.

People don’t interact with brands per se. They interact with people, which may help create brand preference. But never put the brand forward as the important part of any social media effort. Just as Pepsi found recently, pushing brands through social media can be very costly.

Viral Marketing

The holy grail of marketing is to create a highly leveraged effect that spreads a positive message about your service far and wide, for free!

Hotmail was one of the first companies to grow so quickly online through viral marketing. They restricted access to Hotmail email accounts and allowed members to introduce 10 of their friends. That campaign grew hotmail like wild fire.

Wikipedia, the online encyclopedia not only has top search engine rankings for more phrases than I care to fathom, but has been created purely from social collaboration of visitors contributing information and creating pages (user generated content).

One model of social media marketing recognises 6 types of ‘web 2.0 website’:

  1. Media Sharing – YouTube, StimTV, Podcasting, etc.
  2. Social Bookmarking – Delicious, Diigo, etc.
  3. Citizen Media – Blogs, Tag Engines, RSS Feeds, News sites like www.nowpublic.com.
  4. Collaborative Directories – Wikipedia, Prefound, Zimbio, etc.
  5. Collaborative Harvesters – Digg, Netscape, Reddit, Popurls, etc.
  6. Social Networking – Facebook, MySpace, Squidoo, Twitter, etc.

But how can you take advantages of social media marketing, making sure you stay ahead of the trends, keep high brand visibility, whilst not throwing money at the wind?

A good place to start is with…

Blogging

“Our blog should be the base of operations, but we should have outposts in many of these places and become active participants. It’s just how things are done these days.”

Expand into…

Micro-Blogging

Twitter is an example of micro-blogging. Short syndicated messages.

Participate in ‘the conversation’ in your market by finding topical, note worthy, fun, interesting, things on sites such as http://stufftotweet.com. Use http://alltop.com for current market research, and again use such research to build your tweet presence. I use the twitter client TweetDeck for all my Tweeting needs.

See the Tracking section for ideas on how to monitor the performance of social media marketing.

Contact me with your requirements or interest.

Continue at the main Conversion page.

Copywriting Examples

These copywriting samples are old…

If you are looking for a copywriter for hire, check out my copywriter services page and contact me. I can show you some new samples then.

This page shows copywriting samples of up to 2009.

  • Web Promotion Pages
  • White Papers
  • Corporate Brochures
  • Print Ads
  • Sales Literature
  • Email Marketing

Sample: Web Promotion Pages

This example shows how straight forward and simple a promotion page can be.

As an unknown brand, the company branded banner actually reduced conversions by revealing the sales nature of the page. A plain editorial written long copy engaged the visitors and subsequently converted them to sales.

org-solution-head

Sample: White Papers

Below is the front cover is a white paper written in late 2007.

t4bwp

 

You can access my mid 2007 white paper about SEO written for an advertising agency in mid 2007 on the Search Engine Optimisation page (opens in new window).

Sample: Corporate Literature

I’ve written for many clients in varying capacities since 1998.

Here I began to edit the existing company brochure for Vantage Group (the largest independently owned loan brokerage in the UK at the time). I re-wrote the entire thing but unfortunately it was never printed because of the Credit Crunch of August/September 2007.

vantage2

 

Sample: Print Ads

 

B2B back-page ad for the Loan Broker trade magazines for which my Ad Agency client gave me a one hour time limit! Now that’s rediculous, but they were under pressure to get this done. I didn’t even know what an Individual Voluntary Agreement was..

So I ended up billing the client just an hour and a half on something that should have taken much longer. They were very happy with that, and their client approved the advert for release.

iva-ad

To get it done in the shortest time possible I interviewed the Managing Director of the company by phone, and after 25 minutes had enough notes to spend another 1 hour evolving it into a Print Ad with all selling points and benefits emphasized.

Not easy in just an hour, and not recommended (the ad could certainly be improved).

It was not my choice of headline (the creative team in the Ad Agency got their way on that one. My original headline was:

Easily Turn IVA Leads Into More Profit

You can open a pdf of the ad in full size.

Sample: Sales Literature / Direct Mail

Loan Company

Magazine flyer insert promoting home owner loans.

e-loan-flyer

Health Company

With the nutritional health and personal care company called Neways www.neways.co.uk, I was involved with supporting independent distributors with promotions for direct mail, phone prospecting, live promotion events, face-to-face sales scripts, mail package inserts, presentation scripts and direct sales follow-up scripts.

 

Below is an extreme post card marketing campaign for a client promoting health conscious personal care products in the US.

Billboard side…

cancer-front

 

Face side…

cancer-2

 

You can download the pdf here.

Sample: Email Marketing

ftse-survival

 

More Copywriting Samples

  • See the full size of the above stock market investment email broadcast, plus my email copy that beat an advertising agency control by 510% on the Email Marketing page.
  • Check out my Copywriting Services
  • Continue at the Conversion section of the Professional Success Matrix.

Email Marketing

One of the most important areas of marketing… and one of my personal favorites… is email marketing.

I often recommend Aweber for small business use if direct sales via personal contact CRM is not required.

When planning email campaigns, think along these two style types, and blend them accordingly for your audience:

  • The first option is based on “story and relationship.”
  • The second is “strategy and results.”

Autoresponders

If you are an affiliate marketer, or want to create an extended series of automatically sent emails then here is a format I can recommend:

Send 1 mesage per day for the first 4 days (to establish the relationship and awareness)… then move to sending 1 email every 3 days… Make 90 days worth of messages (= 10 emails), each independent from the other. Over time, track the open rates, and click through rates for each, and swap the order so that the best performing emails come earlier in the sequence.

Email Tracking

In fact, if your emails are so valuable and useful, prospects will return to them a numbr of times, which can mean that your open-rates and click-through rates can exceed 100% of your sent rate. Here’s a diagram from one of my own email campaigns:

email-marketing-results

 

Email marketing must be done to bond with your prospect, build your credibility, and then sell your product.

Check out the new Email Marketing Campaign page, or continue with the main Marketing Conversion page.

Website Marketing

Your web presence is a key part of the way you attract customers and/or deliver products.

This page shows a clients highly profitable website for which I directed a new better converting site design. And we will cover more projects for Web Presence Development as part of the Traffic section.

Web sites

The design of your website must relate very closely to the Positioning and Conversion process that we will cover next in the Conversion section, and from what you’ve learned in your research.

The Loan.co.uk homepage design was as follows, before I started working with them.

(I’m not a web designer or devloper per se – I bring in the principles of direct response marketing, create and agree a remodelling with the client, and then the companies web developers build the new site).

Before:

loanco-old

 

As you can see, it had quite a bit of white space, small greyed out navigation bar, and corporate standard heading of ‘welcome’.

After:

loanco-home

 

Here the design is not just smarter, but includes the initial loan quote form and loan repayments calculator to immediately show the website visitor exactly what he is looking for which increased conversions.

We also have direct response copy elements such as testimonials on the right hand bar, and a better headline ‘The Loan.co.uk Difference – Are you a homeowner in the UK?’ which pinpoints and grabs the attention of the companies target prospect.

We also shifted the site navigation into a vertical tab design inside the websites banner area.

My take on webdesign

[widget id=”ad-continue-marketing”]Ad: continue-marketing[/widget]Always make sure to think of your web visitor first, before fancy-smancy graphics, flash animation, etc. The goal of the website is to generate leads and sales. Not to show off.

Lead Generation

Just about one of the most important elements of your marketing process is getting the opt-in.

This means capturing your visitors contact details so that you can follow up to obtain the sale.

Your acquisition marketing depends on leads. And most people do not buy on the first exposure to your product. Therefore marketers entice prospects into an extended marketing funnell via opt-in offers..

…For capturing visitor contact details (generally name and email) by giving away something of enticing value, for the purpose of follow-up email sales campaigns.

A free report. A free product sample. Etc.

A few examples of landing pages I have worked on:

opt-404t4b

 

 

opt-folderarchy

 

 

loan-steps

 

 

 

Conversion Resources:

Interactivity

In the social media world people associate with personal brands more than with company brands. People interacting with people on a personal level is what the social web is all about.
[widget id=”ad-continue-marketing”]Ad: continue-marketing[/widget]

“Over 50 percent of consumers perceive companies that provide communication features such as real-time dialog as progressive, advanced, and eager to please the customer.”

Continue at the Conversion main page.

Market Research

I like to start my market research with online search volumes using Google’s keyword tool – which gives an overall general picture of basic keyword categories and how popular they are.

A simple and fast initial market research.

  • Google Adwords Keyword Tool
  • Also use www.google.com/trends to see how various topics are trending (becoming more or less popular, and to what degree)

That initial keyword research will reveal some broad keyword categories, to search on Google’s search engine and find some top ranking websites.
<blockquote>I was asked:

As you know, we intend to write content in each vertical some of which we will outsource, I understand it is important for us to include popular keywords in that article, what is your advice: write the article and then work in the keywords or find the keywords and sculpt the content around it?

My response:

Keep both options open.  You need to get familiar with the main interests / keywords of each vertical.  That way, any articles you write will tend to include relevant keywords.  Also, maintain a big long list of relevant keywords for each vertical, and then just generally browse that list whenever you write articles.

Write for the reader, not the search engine.  Naturally written content that keeps visitors on the page, relevant to the market, is what google looks for.  Keyword inclusion is really the simple and easy bit.  Most important is to use keywords in article titles, plus just a few relevant keywords in the title itself, but don’t stress about it.

Lots of fresh new content on

Search Engine Optimisation SEO

Some of the results I’ve obtained with Search Engine Optimisation, and a white paper I wrote on SEO for an Ad Agency client.

SEO Results

loanco-logoMy old clients new site www.loan.co.uk went live 20 July 07 for which I was contracted to manage SEO. (The old site was purely used for PPC with very little organic listings.)

I guided some of the site design to better perform for conversions, and was in full control of SEO development. This is a very lucrative website owned by the largest independent loan brokerage in the UK.

2 and a half months after the new site launched: 24 September 2007 (the week I stopped working for them) the home page ranked at position 4 in Google for the word ?loan?, before in fact moving up to position 3.

loan-co-pos4

 

Click here to see a screenshot of position 3.

But without my input, it slowly dropped back down the rankings.

 

loan-pos-19And for any smart ass skeptics, no the position was not due to the word ‘loan’ being in the domain itself, demonstrated by this screen shot taken 7 months after my contract with the company ended showing they are at position 19. (Without my ongoing guidance, or pursuing my recommendations, the ranking naturally drops in favor of other more active websites).

pay4adAnother example is this position 2:

My Australian client living in Thailand at the time hit the number 2 spot for the term ‘online advertising agency’ for his old company back in mid 2006…


 

pay4advertising-pos2

Client Endorsement

Below is a letter of thanks received from Daniel Lew in Thailand for the consultancy work I did with him whilst I was traveling Thailand in 2006.

Daniel Lew is CEO of Pay4Advertising which at the time of this writing ranks number 2 in the world for Google search results under the term ‘Online Advertising Agency’.

Daniel Lew is himself a web designer and search engine optimizer, and runs several world-wide business-and-search directories including Thailand-Search.com with clients for web design, SEO, etc.

Here’s what he said Aug 06 about my work with him up to that point.

Hi Gav,

I need to write to tell you that I can’t thank you enough for all the online marketing tools and strategies you provided me with in order to really be noticed in this highly competitive Search Engine Placement and Online Advertizing industry.

Something you don’t know is that I have already been in the advertising and online business for 12 years. Seeking some profitable guidance from leading experts in SEO and highly useful marketing strategies is when I came across you and very quickly I started to benefit from your unique online marketing system.

I am seeing some amazing SEO results, not to mention being on the first page of Google under so many useful keywords that relate to my website and sites that I have put together for my customers. Along with the ever increasing amount of enquiries with an online business that is really profitting in such a short time.

Here are a list of 2 recent customers websites which have benefited from SEO as a result of what you have shown me.

tourthai2000.com Google ranks: tour thai – 1st page, thailand holiday tour – 1st page, thailand travel agent – 2nd page, thailand travel tour – 2nd page, pleasure holiday – 1st page

condobangkok.com Google ranks: bangkok condominiums 1st page, condominiums bangkok 1st page, thailand real estate 2nd page.

Your tips on keyword software, anchor text tips, external link building tips, high PR level building and much more you advised me on I’ve used to get some awesome results and without this I dont know how I would have succeeded.

I also wanted to give you a personal thankyou for the idea of rebranding my identity that was also in the pipeline, and the choice of domain name that was going to most suit.

I cannot thank you enough for the guidance leading to my success.

Daniel Lew (Director)
Online Advertising Agency
www.danlew.com

PS. You can certainly expect to see me as a long term client.

Daniel can be contacted as a reference.

SEO Tools

Tools I have used and recommend for consideration if you want to do your own SEO:

  • SEO Elite
  • SEO Moz
  • Bring The Fresh

SEO White Paper

Search engine optimisation white paper authored by me, details my views of SEO as of 2007, covering the first decade of the SEO industries evolution.

Still very relevant today, this white paper ‘cuts through some of the smoke and mirrors’ surrounding SEO, and whilst a little complex, exposes the genuine complexity and considerations that good SEO must consider.

I actually wrote this for an old client, with a 3 day deadline. So whilst it’s pretty darn good, it was never 100% polished or edited.

It got my client (Fuel-It Marketing Agency) an appointment with a prospect. I then presented to the board along with the Marketing Director of the Agency, and we won the contract to deliver a Search Engine Optimisation package totalling multiple thousands of pounds.

I offer the White Paper here simply to give you a leading edge when selecting an SEO agency or consultant.

Enjoy:

Search Engine Optimisation White Paper by Gavriel Shaw

Getting Backlinks

  1. Web Directories
  2. Distribution services
    • News wires such as www.onlineprnews.com/compare-press-releases
  3. Article directories such as ezinearticles.com
  4. RSS Feed Directories
  5. Social profile sites such as Squidoo, Hubpages, Webpaint.

SEO Services

Whilst SEO is quite basic to me now, I can provie an SEO management service where I will direct some outsource freelancers that I trust, and guide them in providing you the SEO results you are looking for.

Here is part of a promotion for an SEO service that I received as spam email from an Indian outsource company looking for my business (despite being sent as spam, it’s a good read and makes a good point)…

Using these simple questions you can evaluate your true SEO oriented costs, in both money and time, for search engine optimization and search engine marketing on your websites.

As you go through each of these questions, be sure you actually write down some figures and get your totals as close as you can. Having this knowledge will make this an easy decision for you.

1. How many hours do you spend on your websites, trying to generate traffic through Search Engine Optimization?
2. How much money do you spend to get SEO done on your site?
3. How many hours do you spend creating strategic plans for getting traffic to your site?
4. How many hours do you spend on keyword research for your website?
5. How much money do you spend on various keyword research software?
6. How much time do you spend submitting your websites to directories, search engines, and networks?
7. How many hours do you spend getting links to your website?
8. How much money do you spend on the purchase of linking software?
9. How much money do you spend on purchasing one way links to your website?
10. How much time do you spend on building blogs?
11. How many hours do you spend creating pages in social networks and social media sites?
12. How much time do you spend on Pay Per Click / Ad words / Pay Per Post / Contextual Advertising campaigns?
13. How much time do you spend learning marketing techniques for generating website traffic which attracts visitors in your niche?
14. Home much time do you spend on maintaining the campaigns?
15. How much time do you spend on checking and analyzing the effectiveness of the tools you use for generating visitors to your website?
16. How much time do you spend listening to audios on internet marketing techniques?
17. How much time do you spend watching videos on internet marketing techniques?
18. How much time do you spend reading blogs about internet marketing techniques?
19. How much time do you spend reading sites about internet marketing news?
20. How much time to you spend reading e-books about internet marketing news?
21. How much money do you spend on memberships and clubs about internet marketing every month?
22. How much money do you spend on internet marketing software every month?

So, now you’ve got the answer to your BIG question: Do YOU need SEO service?

Just add up all the time and dollars you need to secure your business’ success, and it comes out to a pretty hefty figure, doesn’t it?

All of a sudden you can see that this “SEO investment” idea could well be the most profitable money making concept you’ll come up with this year.

OUR COSTS and GUARANTEE

So you’ve got to wondering: “What’s THIS MUCH service is going to COST me?”

Having access to some of the top experts in the field, with all the knowledge they already possess, can’t come cheap . . . can it?

That would depend on a couple of things . . .

And you need to be brutally honest with yourself right now.

How much is doing ALL this stuff on your own costing you in traffic you’re NOT getting right now. . . and just how much of your life is washing away under the bridge, while you’re spending hour after hour . . . trying to figure out how what to do next?

You know you can’t get back lost revenues or time.

Ok it’s Gavriel here again. That wasn’t bad for a spam email right? Actually I know who sent me that, he stole my contact details from a company he was working for that I was outsourcing some work to last year.

The point is, you have to be careful about SEO services, and that’s what I can help you with through my UK based SEO consultancy and management service. I outsource SEO to companies and I know who to go to for best results. Contact me, or check out a company I can recommend: Love Clients.

SEO Performance Measurement suggested by eConsultancy

  • Average position in natural or paid listings.
  • Click volume referred from search.
  • Click quality (conversion rates and ideally bounce rates to compare landing page effectiveness).
  • Outcomes (sales, registrations or leads).
  • Costs (CPC and CPA).
  • Profitability (based on cost of sale on lifetime value models).

What I suggest is that you first read my Search Engine Optimisation White Paper. Then contact me.

Copywriting for Copywriters

Copywriting is my first love in Marketing.

It brings together different disciplines such as story telling, fact gathering, market research, human psychology, technical writing, conversational writing, and much much more… Much to the confusion of corporate marketers.

You see, at the very essence of your business success is the human emotions of your prospect.

And prospects are highly guarded against ‘sales techniques’. So modern marketing must delight the prospect with promises of great value – whilst maintaining every possible degree of human respect.

Copywriters seek to connect the dominant resident emotions of the prospect with your company and product. And that may not happen in 2 minutes through a 10 word advert and big pretty pictures… Nor with fancy slogans or cutesy graphics.

Direct response copywriters have known that pictures, entertainment, and attention grabbing wow factors can actually kill sales.

I’ll say that again… If you study any decent direct response marketing book, such as the UK’s Drayton Bird’s book Common Sense Direct Marketing, you will very easily come to realise the obviousness of the truth.

Your prospect wants gripping clarity of the exact benefits you have on offer, and the reason why they should choose you rather than any of the rest of your competition. He does not want ‘entertainment’. He wants a promise of benefit. Proof. And simplicity.

3 Copywriting Sins

One copywriter labels ‘three unforgivable sins’ many ad writers make:

  1. Confuse the prospect
  2. Bore the prospect
  3. Set off his BS detector

The modern customer is highly sophisticated, as is today’s marketplace. You must achieve an exact…

Message to Market Match

Copywriters must seek a ‘message to market match’ that ‘meets the prospect where their mind is at’, hooking their interest by reflecting what the prospect already inwardly desires, and then building a case through demonstration, credibility, and respect.

I have read many dozens of books on copywriting, taken many courses, had training from A-Grade copywriters earning 7 figures, and what I am left with is knowing their is no magic formula or blueprint to follow for successful copywriting, but a plethora of models, applications, considerations, principles to interpret, and lessons to learn.

I have some mind-maps that I use when copywriting to glean ideas from, and balance the many possibilties, to help make sure I am covering my bases…

Here are some of my notes

8 Preliminary Sales

You must make 8 preliminary sales before your prospect will part with their hard earned money or precious business budget:

  1. The Attention Sale – I have to sell my prospect on looking at my ad.
  2. The Readership Sale – I have to sell my prospect on reading what I have to say – all of it.
  3. The Benefit Sale – Give every single reason and benefit of why he should buy.
  4. The Credibility Sale – Convince my prospect that this particular product will fulfil all of those desired benefits.
  5. The Value Sale – Why the price I’m asking is tiny in comparison of all the value he will receive by having the product.
  6. The Safety Sale – That there is no downside to accepting my offer.
  7. The Convenience Sale – That making the order and obtaining the product is simple and easy.
  8. The ‘Do It Now’ Sale – That delaying is inconceivable ad he absolutely positively just HAS to have what I’m offering RIGHT NOW!

The 3 Core Copywriting Considerations

My approach is to narrow the focus to just 3 questions I must answer:

  1. Is it desireable?
  2. Is it credible?
  3. Is it worth it?

This copywriting process lies at the heart of marketing, so let’s take it step by step:

1. Is it desireable?

  • The Problem ? What problem faced by your prospect does your product address? What is the prospects biggest problem or frustration?
  • The Solution ? How can you describe the solution your product provides in a compelling way? What does your product do for the prospect? What benefit does it provide? What pain does it remove for them?
  • Uniqueness ? Why should the prospect buy YOUR solution, rather than your competitors? What’s better about your product?

2. Is it credible?

  • Your Explanation or Story ? How can you drive home the pain of the problem and joy of the solution through a story or case study that bonds with your prospect?
  • Proof ? How can you logically or experientially demonstrate the validity of your proposed solution? How can you prove that your product does what you promise that it can? (Has it worked for your clients? Has a similar product worked for anyone? Can you “borrow” proof from another product or person?)
  • Objections ? What questions, concerns, and barriers may your prospect have with regards your offer? And how can you resolve them?

3. Is it worth it?

  • Risk reveral – Making it easier to say ?yes? is the goal of risk reversal. It?s the perceived risk and not price that keeps your clients from moving forward. Eliminate the risk and the client buys. What assurances does the prospect have about the products performance? What guarantee does he have?
  • Value – Is it worth the money and time to get and use your product for the perceived benefit to be gained?

If I can give my prospect solid answers to those 3 questions while making those 8 preliminar-sales in my copy then I will obtain the big sale of my prospects actual order. You can do the same.

In summary, effective sales copy must…

  • Engage the reader.
  • Fully demonstrate the gain offerred by the product.
  • Handle potential objections.
  • Deliver social proof in the form of credentials and testimonials.
  • Pinpoint the USP (unique selling proposition).
  • Make the product benefits incredibly compelling yet totally believable.
  • Match with the prospects beliefs, frustrations, and desires.
  • Satisfies your prospects skepticism (by being transparent, honest, personal, and logical).
  • Remove the risk (with quality assurances and guarantees).
  • Build anticipation and excitement of using the product.
  • And compell them to take immediate action.

Headline Grabbers

Now, for your articles, editorials, podcast videos, whitepapers, special reports, etc… let’s consider a message to market match Headline: E.g.

7 ways your company is losing its top paying clients

That would be attractive to prospects that you know are losing high paying clients.

You can bet that a person experiencing the pain of losing high paying clients is going to be interested in knowing those 7 reasons his company might be losing clients.

And if you have done your research and those 7 reasons that you provide strike the right cord with the prospect, then you have demonstrated value, build credibility in your offer, and given the prospect hope.

You can then bet he will be very interested in reading full details of your product/service offering because of the ‘message to market match’…

…Hitting the emotional sweet spot of your prospect in your sales literature so they feel as though you are speaking directly to them, about their exact situation.

This begins the process of building a personalised relationship with your prospect, finding out how they view their current situation with regards your product offering, and finding out from them how you can best present your product to satisfy his desires, reduce his frustrations, and help him sleep more peacefully at night.

One of my own ‘products’ as a copywriter of course is delivering for you everything I am outlining on my blog to bring you more sales, more consistently, from more sources, more easily.

There are some copywriting samples and examples available and I will share further insights into direct response copywriting on the blog.

I am generally quite busy but feel free to contact me if you are interested in having me write for you – or have any questions about copywriting that I might be able to help you with. I may be available on a retainer basis if I see good potential in working with you. Here’s how to get me involved with your Marketing Conversion process.

New Time Management Skills

Has anything new been discovered in the 80 year old field of Time Management Skills?

I’ve been through them all. Psychology magazine articles. Blog posts across the Net. Even the latest books in the store.

No. In fact, nothing is new in Time Management. And almost nothing has been new for years.  Instead, I finally realized that I was falling into the same trap of putting a new spin on old time management techniques. And it made me feel sick to my stomach to think that I was struggling just like the next man to really get to grips with my time.

My natural time management skill was dormant, but I knew it was there because I remembered it from my early days. By that I mean my childhood.  Children possess enough passion and enough unflinching desire to get what they want, that they simply go out and do it.

But Time Management Techniques for adults come from the likes of David Allen and Brian Tracy. Unique authors that bring together powerful systems and modern approaches.  But even so. They still were missing the right ticket for me personally. I wanted natural time management in all areas of my life.

But I was determined to continue evolving my work beyond today’s standard and, whilst not perhaps becoming child like again, certainly reestablish my former youths passion, with my hard learned wisdom.  I was an author after all. A personal organization expert. And I had conducted a unique 30 days self exposure time management seminar with great success.  I was going to get to the bottom, the very roots of existing time management techniques, and I believe that will let me find something truly new.

My notes are being compiled and I will give the results to my time management subscribers.  It’s been a couple years now that I begun teaching how prioritizing by importance was destined to failure, despite being a wildly popular time management technique.

You’ll see articles on time management telling you to prioritize by the ABCDE method.  A’s are of course top priorities, the most important things… things you should do first.  Then come the B’s and C’s.  Trouble is, there are always some A’s, so when will you ever get any B’s done? Let alone the C’s.

In fact, these old time management techniques only worked for business managers in industrial manufacturing days.  Or possibly for those today lucky enough to be in top positions with hordes of mid-level managers who they can Delegate to.

But if this method of prioritizing by A’s, B’s, etc. does not work, what are we left with? Is there really something to learn from how children approach the day?

Time Management Techniques are obsolete.  Prioritizing by Importance does not work. Simply dropping your effort of getting these old techniques to work and just going with the flow will probably produce just as good results, whilst freeing your anxiety of failing with impossible time management training.

There is still some good in time management training of course, but just not very much.  I like the work of David Allen.  He taught me to do something immediately if I judged it can be done in 2 minutes or less.

Eat That Frog by Brian Tracy taught me to do the hardest most repulsive things on my to-do lists first, before tackling the easier things.

But still there is a lot missing.  And I’m looking for it now amongst all my past notes of time management systems picked up over the past 8 years.

[widget id=”ad-continue-productivity”]Ad: continue-productivity[/widget]Open your mind to a new modern natural way to time management, and I believe new doors will open for you as they are doing for me.

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I authored a short book on mind control and personal power (if that takes your fancy), or you can get the InstaTime Time Management Report free.

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