Are you intimate enough?

written by john c ashworth

Most marketing is missing one of the most significant and important ingredients of life itself…

Intimacy…

Before you sit down to write your next sales letter, produce your next newsletter, or craft your next radio or television spot, ask yourself whether or not you are really speaking to the hearts of those you desire as customers. And if for some reason, you feel you can’t do this, because your product, service and business don’t resonate with you in this way, then it might just be time to go back to the drawing board.

Remember, people buy things for emotional, not logical reasons. When you ignore this, and your marketing and sales efforts lack the intimate ability to tug gently on people’s heart strings, you and your marketing and sales efforts lose – every time. You also miss an intimate opportunity to connect with people in ways that make life that much more fulfilling.

When I was running my fitness business back in the mid-2000s, middle-aged women would come to me for personal training and coaching because they felt as if I was speaking directly to them in my marketing. This is what they told me when they arrived. This is what you must find a way to do in your own business.

The only way to make that happen is to love your prospects and customers. I mean really love them. Show them you care. Reveal to them why you care. Show them you understand.

In order to write strong copy and to create powerful marketing campaigns that drive profitable response, you MUST get to know your prospects and customers as intimately as you possibly can.

You must know them so well that they are real to you. You can see them. You can define them. You can describe them perfectly. You can speak to them as if they were standing right there with you.

When you can know your prospects and customers and court them in this manner, your copywriting and marketing will sing to them in ways they’re not used to and in ways that will make them feel they know you, like you and trust you; and they will begin responding to the offers you’re making them.

When you can foster this kind of connection with your tribe of readers, prospects, customers, and colleagues you will begin to gain a level of influence that is not only powerful in its ability to help you grow your business, but also in its ability to help you create a business that is not only more profitable, but a lot more fulfilling for you and everyone else who comes in contact with YOU each day.

-John

How Great Letters can help you form seductive bonds with your prospects and customers

john-c-ashworth-letter

written by john c ashworth

How great letters help you form ‘something’ bonds with your customers and prospects

People don’t write enough letters anymore…

According to the United States Postal Service, on average, American households now receive only one personal letter every ten weeks. This about half what it was 10 years ago. Americans also mailed 42 percent fewer holiday cards in 2018 than they did in 2008. (The Art of Imperfection: Peopler are Turning to Robots to write their ‘handwritten’ cards. The Washington Post, December 21st, 2019)

I sense BIG opportunity for YOU here.

You’ll NEVER convince me there’s a better way to connect with someone when you’re not there. Yes. This is coming from a guy who has produced a lot of videos over the years. Someone who believes this is extremely important too. But letters? Letters are incredibly more powerful in so many ways.

There are essentially two ways to sell stuff.

One, you focus on the all the benefits of your product or service and show your prospects how these benefits will solve their problems.

Second, YOU create focus on the ultimate benefit of your product or service. The benefit of becoming familiar and then personally connected with You, the seller. Because YOU have a lot to offer your prospects and customers; and their lives are destined to improve significantly once this intimate relationship is established.

There is no better way to do this than through direct-mail.

Yes. Letters, newsletters, postcards, catalogues, and just about anything you can think of that you can fit inside my mailbox and that touches mer personally in some way. Regularly.

When you can get intimate with your prospects and customers, and you do it the right way, the right ones will find you, buy from you, and stay hungry for MORE.

If you’ve ever bought something you didn’t really need from a salesperson who you really liked, you have experienced the power of intimacy first-hand. What happens is that through a careful blend of communication, charisma, and connection, a great salesperson gains influence with you and this makes it easier and easier to influence your opinion or behavior.

I’ve mentioned before that all sales are manipulative in some manner or another. That’s the nature of the game. But this is not a seditious pursuit. Or, it shouldn’t be. Because if I’m a salesperson with a great product that I know can help you immensely and I fail to persuade you to buy my product or service, I’ve failed you.

There is no better way to gain this kind of intimacy and opportunity with your prospects and customers than through the mail – by sending letters. Especially in today’s world where we receive so few personal pieces of mail, you can literally ‘own’ someone’s mailbox and create a powerful situation where they begin anticipating the things you send each month and consuming them with a ravenous hunger driven by your immensely powerful skills of communication, connection, and influence in which your people also find great value, entertainment, and benefit.

I have people that I follow in this manner and many of them have had important and powerful impacts on my life in many ways.

You need to work to become this kind of influence on your prospects and customers and you’re not going to do it through facebook, instagram, your website, or anywhere else online where people are telling you you need to spend money and time. Yes! Some of those things are important as part of your overall marketing and communication strategy, but none of them will compare to what you can accomplish through the mail.

If you want to begin receiving examples of this kind of communication and marketing strategy, I encourage you to subscribe to my mailing list.

I hope to ben sending you cool stuff very soon 🙂

-John

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!

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

How to Succeed as a Copywriter and Salesperson

written by john c ashworth

One of the biggest mistakes salespeople make is in not knowing their products to the core. And not just knowing them, but really knowing and understanding what those products do for the people who buy them. Very often, until you know your stuff, the reasons you think people buy are very different than what you think they are. Dig deep. You’ll find some interesting stuff.

If you’re an entrepreneur with a great product that you’ve developed and are passionate about it, chances are you’re closer to the knowing. But it’s, still easy to make too many assumptions.

The key is in your research. First, your research into every aspect of the product or products and everything they offer and how they work. The second is in gaining a true understanding of exactly how that product satisfies the desires of your customers and prospects. How does it take away their pain?

Most salespeople will skirt most of this work. Especially in cases where at least initially, sales come easily. But over time, if you ignore this truth, your sales will suffer.

As a copywriter or salesperson, you need to know your product better than anyone else. You need to research every single detail of what you’re selling and know it like you know your own soul.

This also means, of course, that you have to be willing to work harder than anyone else and this is where most decide it’s not worth it. That’s fine. That’s a choice you’re allowed to make. Just don’t complain when you’re results suffer. Because unless you’re willing to do this work, you can’t and will never know your product the way you really need to in order to make the sales I know you want to make.

When you know and understand both your product and your prospect better than anyone else, including your competition, you will WIN more of the time.

-John