Most Businesses make this unfortunate Copywriting Mistake all the time

Most Businesses make this unfortunate Copywriting Mistake all the time

written by john c ashworth

I’m working my way through a copywriting course online and it’s jammed with golden nuggets full of potential for both you and I. I’m sharing as many of them as possible along the way here.

This one is very important because I do see MOST businesses making this mistake. And right now, while we’re all adjusting to new and unfortunate realities associated with COVID-19 as we continue to sell our wares, this idea is even more poignant and important. Vital.

ALWAYS start with the prospect in mind.

ALWAYS startwith their needs, concerns, fears, problems, and desires. ALWAYS.

Why?

Because yes, features are cool, but as you potential customer what I really need to know is how you will fulfill on your big promise to solve my problem(s). And you can’t do that unless you’re focused on the benefits I will accrue by investing in your solution.

You do have a legitimate solution, don’t you?

You are an invaluable resource for your customers and prospects aren’t you?

You do provide unmatched expertise and a unique and unbeatable flavor don’t you?

Because if you don’t, and you’re finding it difficult to fulfill on this idea, then it might be time to go back to the drawing board again and make sure you’ve built something of real and lasting value to your prospects and customers; and that you’re offering something that truly has the potential to solve their problems and make their lives and businesses better than they were before.

You MUST work to persuade someone to choose your stuff over all the other stuff that’s out there; and not only that, but also convince your potential buyer not to just do nothing at all. Once again, right now, as we adjust to the realities presented us with the arrival of COVID-19, this last point is more important than ever. Because in times like this, the same old thing is even less effective than before.

That’s your BIG challenge every day in your business. That you must continually position your solution as THE choice over all other choices, including the choice to just do NOTHING.

In order to do this, you MUST stay focused on the buyer of your stuff. Because if you don’t and you begin to drone on about your boring features that I have no quick and efficient way of positioning correctly in my mind of desires, I will get bored and walk away from you. I might even run! Or worse, I might just become indifferent to you and your business and your products and services, because you have not given me any reason to pay attention to you.

Remember, your goal is to help a prospect make a buying decision. To help him solve a problem or achieve a goal. People do love to buy things. I know I certainly do, but they won’t just do it unless you give them a lot of good emotional reasons to do so.

Focus on making people feel good. Think about how you feel when a business does this for you. It’s amazing how much easier this makes it to open your wallet and part with your hard-earned cash.

Focus on your prospects’ emotions – the good ones and the bad ones. Great sales copywriters know how to do this very very well.

Learn to stimulate desire without drawing attention to yourself and your business. This is an art that takes great care and practice and when you really begin to understand it and produce marketing and sales systems that become an extension of this idea, you will really begin to see your sales soar.

“Invisible threads are the strongest ties.”

-Frederick Nietzsche

I’m going to leave you now with two important ideas and a great list that will help keep you focused the next time you sit down to write or re-write copy for your emails, website, and sales letters if you have them. Which, by the way, you should be thinking about a lot right now so that you can communicate as effectively as possible during this extremely challenging and cathartic time for the entire world.

I will cover these ideas in more and more detail as time goes on…

Charismatic Flair

This one is just worth a mention real quick because I could probably start an entirely new blog focused on this subject alone. You can get more people to buy from you when you cultivate more of your charm in all of your messaging. Most businesses and salespeople hold too much of this back when in fact it is often MORE of the reason someone will buy from you than any other reason; and the source from which you will often first gain your prospects’ attention.

Second, here is a short list that will help keep you focused the next time you sit down to write…which again, you should be thinking a lot about right now so that your company’s messaging doesn’t seem out of touch with our current reality.

Follow this copywriting formula EVERY time your write ANYTHING

  1. Get attention with a great headline
  2. Identify the reader’s problems
  3. Position the product as the solution
  4. Prove the value of your solution versus others
  5. Call for action – make them an offer

Good luck out there!

-John

PS Happy St. Patrick’s Day!

Do you have a customer re-activation campaign in place? Here’s why you should…

written by john c ashworth

Do you have a customer reactivation campaign in place?

I’m assuming you don’t, because most small businesses tend to ignore this idea. Don’t be like everyone else. It’s time you put one in place. In fact, I consider this one of your marketing staples.

Here’s why…

Because just like so many other things I talk about here on this blog, there exists potential opportunity here for new business that will cost you a lot less than your efforts to obtain brand new customers.

When I was running my fitness business, I developed a beautiful little three-step direct-response mail campaign designed specifically to deliver to those clients I had not seen for personal training or health coaching over the last 1-2 years. This effort always brought people back. Not everyone comes back, but some of them do, and it costs you a lot less, is a lot easier, and is easy enough to do.

Of course, in combination with this campaign, you should also have others that focus on keeping your relationship with current customers as sticky as possible so they stay longer, spend more money, and leave you less frequently. But in every business, there exists a finite timeline on which your customers exist, and when they begin to fall away, it’s very important to do everything you can to bring them back; and continue to look for ways to keep your customers around longer.

You don’t have to over complicate this campaign to get it started, either. Sometimes all it takes is a phone call or two and a conversation about why they might have left and why you haven’t seen them in awhile; and then asking them what you might need to do for them to motivate them to come back. You will find that many of them have departed for reasons that are easy for you to correct. Often, it’s simply that you ignored them for a little too long.

The specifics will depend on your business and your intentions and the customers you work with.

The important thing is that you put this campaign in place as soon as you can. Pick-up the phone and call 10 or these people right now. Take action!

Good luck.

-John

Stop talking. ‘Telling’ is not selling.

written by john c ashworth

“Telling is NOT Selling,”

Want to make the sale?

Stop talking.

Really likely that if you focus on this one simple thing over the next few weeks you’ll see exactly what I’m talking about. You’ll also learn some amazing things about your customers, prospects, and yourself.

I could elaborate, but you know what? I’m going to stop talking now …so that YOU can tell me exactly what it is you’d like to do next, and how I can help you accomplish that. OK?

You see what I mean? Now it’s totally about YOU?

How can I help you?

How can I serve you?

Tell me YOUR story.

-John

Do you have a customer reactivation campaign in place?

written by john c ashworth

Do you have a customer reactivation campaign in place?

I’m assuming you don’t, because most small businesses tend to ignore this idea, it’s time to put one in place. In fact, I consider this one of your marketing staples.

Why?

Because just like so many other things I talk about here on this blog, there exists potential opportunity here for new business that will cost you a lot less than your efforts to obtain brand new customers.

When I was running my fitness business, I developed a beautiful little three-step direct-response mail campaign designed specifically to deliver to those clients I had not seen for personal training or health coaching over the last 1-2 years. This effort always brought people back. Not everyone comes back, but some of them do, and it costs you a lot less, is a lot easier, and is easy enough to do.

Of course, in combination with this campaign, you should also have others that focus on keeping your relationship with current customers as sticky as possible so they stay longer and leave you less frequently. But in every business, there exists a finite timeline on which your customers exist, and when the begin to fall away, it’s very important to do everything you can to bring them back.

You don’t have to over complicate this campaign, either. Sometimes all it takes is a phone call or two and a conversation about why they might have left and why you haven’t seen them in awhile; and then asking them what you might need to do for them to motivate them to come back. You will find that many of them have departed for reasons that are easy for you to correct. Often, it’s simply that you ignored them for a little too long.

The specifics will depend on your business and your intentions and the customers you work with.

The important thing is that you put this campaign in place as soon as you can.

-John

This 94-year OLD Sales Secret is the Key to Doubling Your Profits

they laughed when I say down to play the piano

written by john c ashworth

We have all experienced this. 

A great sales letter or sales pitch that somehow drew us in and suddenly we’re ready to buy.

What happened?

A master storyteller drew us in.

A well written story is one of the most persuasive sales and copywriting techniques you can put to work for you.

Stories sell!

Are you writing any?

Imagine how much more powerful your current marketing could become by incorporating the master secrets of powerful and provocative storytelling into everything you do to communicate more effectively with your prospects and customers.

-John

PS One really good example of this idea is a direct-response piece written by John Caples.  You might even recognize the headline,

“They laughed when I sat down At the Piano
But When I started to Play!”

John Caples was a magnificent storyteller and he understood that in order to get someone to sign-up for a correspondence course teaching them how to play the piano, that what he really needed to do was paint a clear picture of how that feat would play out in real life.  In telling a story about how an average guy was able to surprise his close friends during a dinner party – sitting down to play the piano in unexpected ways – allows the reader to imagine what that experience might be like for them too.  And as a result, build desire. This letter was extremely successful, directly as a result of this powerful storytelling technique.

What stories can you tell about your work, your mission, and your unique services that will resonate like this and stir emotions and put people in the mood to buy your stuff?

they laughed when I say down to play the piano
You can Click here for John Caple’s original Obituary as published in The New York Times. -john c ashworth