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Ad Copywriting: Building Brand Equity one Word at a Time
Ah…advertisements, those wonderfully adorable little vignettes that come to us at all hours of the day, seven days a week, fifty two weeks a year. Seventy percent of them are ineffective. Probably more than that actually. And a lot of them can...
Don't neglect the power of repetition
If you adopt the problem-solving approach to copywriting that I advocate, you quickly realize many of your readers frame their problems in a variety of ways. Sometimes, the problem remains unarticulated, just below the surface of their conscious...
How to Write to Mars and Venus!
There's Yin, and there's Yang. There's a man, and there's a woman. You can't live without one or another. And let's face it. We're not the same! So when you're writing your ads or sales letters, you should keep in mind that, "Men are from Mars and...
Using Resell Rights to Get Traffic and Subscribers
You see the ads all over the place, "Get 147 ebooks and 56 software titles for only x amount of dollars". Or how about, "Buy the master resell rights to this product for only xx amount of dollars". Lots of people buy these everyday with the hope of...
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The Story: The Most Powerful Marketing Tool on the Planet

The Story: The Most Powerful Marketing Tool On the Planet ===========================================================

What's the most memorable novel you're read in the past year?

Saturday, by Ian McEwan? Mary, Mary, by James Patterson?

The latest bodice ripper from Nora Roberts? I know, she doesn't really write bodice rippers, but I love that phrase...

My Choice ============

For me, it's Dan Brown's The Da Vinci Code.

I'm reading it again as we speak.

Why would I read it again if I already know how it ends?

Because it's the best story I've read in a long time.

A good story keeps me reading. A lousy one puts me to sleep.

And I've read my share of sleep-inducing novels. (I've even written a couple.) ;-)

The Power of Story ====================

A story can be the most powerful marketing tool you might ever need.

As a freelancer or solo-professional, your *stories* are known as case studies.

Case Studies showcase how well you do what you do.

Just as a good novel keeps a reader, well..reading, a quality, well-presented case study will keep your web visitors, newsletter subscribers, or sales presentation audience riveted to your marketing message.

Creating Your Bestseller ========================

How do write a bestselling case study?

Like this:

1. Come up with the name of your most satisfied client. 2. List the problems the client had prior to contacting you.

3. Identify the measurable results you provided with client.

4. Now obtain a testimonial from the client (if you haven't already).

A Beginning, a Middle, & an End =================================

Just like a good novel, a business case study should be divided into a beginning, a middle, and an end.

Beginning: 1. List the client by name (if possible) and their industry.

2. Talk about the specific challenge,


problem, or need your client faced prior to calling you for help.

Middle: 1. Talk about how you approached the problem, need, or challenge.

2. Talk about how you were positioned to solve this problem.

3. Talk in detail about the solutions or steps you recommended to your client.

End: 1. Discuss the outcome or results of the steps and solutions you recommended.

2. Talk about how these outcomes were measured.

3. Include a testimonial from your client at this point in the case study.

4. Finally talk briefly to the reader who is not yet a client. Reinforce how you were able to provide these results. Talk about how you can solve their problems, challenges, or needs as well.

5. Provide the contact information for potential clients.

Final Thoughts ==============

A good story is memorable. It's easily passed or recommended to others.

In creating your case studies, strive to create rich, detail laden word-pictures that reach out and grab your reader.

Do this and chances are that people will be talking about your story...and, after all, this is what you want in the first place.

©2005-2006 Barry W. Morris. All Rights Reserved.

If you liked this article -------------------------

Feel fr*ee to share it with your own list, post it on your site, on your blog or add it to your autoresponder. As long as you leave it intact and do not alter it in anyway. All links must remain in the article.

Please notify me when my article is used online and offline. And include by author bio at the end of the article. -------

About the author:

©2005-2006 Barry W. Morris. All Rights Reserved. Wouldn't you love to stumble upon a sec*ret library of small business ideas? Find simple, yet electrifying ideas, on copywriting, public speaking, marketing strategies, sa*les conversion,psychological tactics and branding? Surf by http://BarryMorris.com today and judge for yourself.

 

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