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A LESSON IN ADVERTISING FROM THE EIGHTEENTH CENTURY
Back in the 1760s, the great Dr Samuel Johnson delivered himself of the dictum that 'promise, large promise is the soul of advertising'. It's a good thought, a great thought; and I contend that what was true then is equally true today. But it seems...
Copywriting Makeover: Making An Emotional Connection - Part 1 of 2
by Karon Thackston © 2004 http://www.copywritingcourse.com One statistic shows that over 80% of all buying decisions are emotional. That means your copywriting should be, too. This is something I firmly believe in and have preached for most of my...
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...
Review: Words That Sell
by Karon Thackston © 2005
http://www.copywritingcourse.com/wordswork.html
It's the Golden Rule of copywriting. "Know your target audience." It is impossible to persuade someone you know nothing about to take any type of action. But the question...
Sticks, Stones and Lawyers
“But how can you say, 'It was only talk, so no harm was done?' Were this true, then your prayers, and your words of kindness, would be a waste of breath.”
- Nachman of Bratslav
Defamation ... slander ... libel. It doesn’t take a rabbinic...
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Understand Your Buyer's Pathway
I really wonder how many marketers and other business people
really understand the entire chain of decisions potential buyers
make, leading up to the point of their final decision to do
business.
Every sale is different, but usually this chain begins with a
problem. Either the potential buyer knows about this problem or
needs to be educated about the problem and its consequences.
In all likelihood, few of your competitors have entered the
chain at this point, so if you are able to provide some
diagnostic tools, such as a simple checklist, or a list of
Frequently Asked Questions (FAQs), you could turn all of them
into also rans right from the start.
When a potential buyer becomes aware of a problem, he seeks out
information. He may ask his doctor, his lawyer, his cousin Ernie
or go to the web. If you have not only posted a lot (let me
repeat, a LOT) of free information on your site, but you have
also provided lots of free content on the subject to other
sites, with links back to your site, this buyer will find
you.
This person is not yet looking for a sales pitch. He needs
information. Information he can understand and use. Think of
this person at
this stage as an information sponge. At
the same time, think of yourself as a solution provider. Your
job at this point is not to sell, but to show the way to a
solution.
Behind the scenes, the buyer is also looking for credibility.
And by showing the way to a solution rather than
go-for-the-throat-selling, establishes credibility far beyond
anything else you can do.
Sit down today and map out your buyer's pathway, from problem to
you. Note every decision, every question, every want and every
doubt the buyer might have before he finds himself at your door.
You can remove a lot of the stumbling blocks along the buyer's
way when you know the path he will be taking.
COPYRIGHT © 2005, Charles Brown
About the author:
Do you need to turn the written word into profits? Charles Brown
is a freelance commercial writer located in Dallas-Fort Worth
area, who is available to help write professional web content,
organizational newsletters, direct marketing material and other
copywriting projects for business and non-profits. Put Mr. Brown
on your team today. Visit him at
www.bizwriterstudio.blogspot.com or you may contact him at
817.715.3852 or charbrow@gmail.com.
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