Ben Settle

If you missed the last “copywriting secrets” episode of Markus Allen’s “Stump Markus” radio show I guest hosted with CopywritingBoard.com owner Bruce Wedding, you can access it here:

Most of the heavy copywriting info is about half way through the show.

And the Internet marketing tips that precede it are worth their weight in gold.

Ben

… at least for me it is.

But only for about 90 minutes.

What am I talking about?

On Thursday, November 27 (Thanksgiving Day here in the ‘States) at 9:00 a.m. pacific (10 mountain, 11 central, 12 eastern) I’ll be a guest on Markus Allen’s “Stump Markus” radio show along with copywriter Bruce Wedding.

We’re gonna rap about copywriting, copywriting and more copywriting.

In fact, I think we may even be taking real calls from real people about real problems with real copywriting projects — all on the phone, in real time.

Should be “real.” 😉

Anyway, you can grab the details at:

Ben

NOTE: The article below is by Ryan Healy, who is not only a good friend, but also happens to be one of my favorite copywriters to study and talk with. Let us know what you think in the “comments” section below…

Every time I critique an ad or sales letter, I see some of the same “amateur” mistakes repeated over and over again.

Heck, I used to make these same mistakes myself… even though I knew better!

You see, once you’re in the zone — and you sink into a deep writing trance — it’s easy to make these mistakes.

In fact, it’s actually good to make mistakes when you’re writing. That’s because you should “turn off” the critical side of your brain and just let the words flow.

The problem arises when you don’t go back to critique your ad and correct mistakes later.

With that in mind, let me share three amateur copywriting mistakes to look for in your own ads and sales letters.

Amateur Copywriting Mistake #1: Writing to a Crowd

When you’re selling a product through an ad, always write to an audience of one. This is hard at first because it’s easy to imagine “all the people” who will be reading your copy.

Resist this urge.

It’s me and you; not me and them.

When you re-read your ad, look for phrases like “you all”; “some of you”; “many of you”; etc.

These phrases imply you are talking to a large audience. Let me give you an example:

“Writing sales copy is not the easiest thing in the world. Many of you know what I’m talking about.”

See that phrase, “Many of you”? It shouldn’t be there.

So how do you “write around” this issue so that you’re only writing to one person? You can use what I call “assumptive writing.” Here’s what it looks like:

“If you’ve ever tried to write an ad, then you know how draining it can be.”

Here I’m still talking to one person. And I use an “if/then” statement to address my reader directly without making a false assumption. If my reader hasn’t written an ad, the word “if” will get him to imagine writing an ad… and then imagine how hard it is.

Another technique: Imagine writing a letter to your best friend. Visualize him or her in your mind’s eye. This will keep you from using awkward “crowd phrases” like “you all.”

Amateur Copywriting Mistake #2: Educating Your Prospect

It’s natural to want to educate your prospect into wanting your product or service. But let me tell you: It’s also a recipe for financial disaster.

You will never have enough money to educate people into buying from you. If the demand doesn’t already exist, you won’t be able to educate enough people to create that demand.

As you critique your copy, the question to ask yourself is: “Am I teaching or selling here?”

If you’re explaining why your prospect needs your product or service, you’re probably educating. And you need to change that copy or delete it altogether.

If you’re explaining the benefits of your product and how it will save your prospect time, money, etc, then you’re probably selling. And that’s a good thing!

Always remember: The purpose of your ad is to tap into the demand that already exists — not to create demand.

Amateur Copywriting Mistake #3: Not Telling Your Full Sales Message

When you’re writing an ad, it’s important that you deliver your complete sales message. Don’t hold back.

The common fear is that Mr. Prospect “will never read that much.”

Well, I’ve got news for you. If you’re interested in a subject — really interested — don’t you read everything you can get your hands on?

If you’re interested in copywriting, do you read only one copywriting blog? One copywriting book?

Of course not!

You buy two, three, four, even 10 books. You read dozens of blogs. And so forth.

The same is true for your prospect.

Two days ago, John left a comment on my blog saying as much: “When I get into a subject, I can easily buy 5 to 10 books if my interest persists.”

Somebody who buys 5-10 books on a single subject is not somebody who will shy away from reading a 10-page report or sales letter.

That’s why it’s so important that you tell your complete sales message.

I’ve sometimes purchased a product because of a single bullet point. And I bet you have to.

What if that bullet point had been cut in the interest of saving space or making the ad easier to read?

The advertiser would have lost the sale.

So: If you’re holding back, don’t. Make sure you say everything that needs to be said about your product or service.

How to Critique an Ad

These are not the only mistakes I see. They just happen to be three of the most common ones. But there are dozens more.

That’s why I’ve created the “Conversion Booster Check List.” It’s a two-page document that lists all the questions you should ask yourself as you critique your copy.

You can get this check list FREE when you vist my business growth blog. I hope to see you there!

My Best,

-Ryan M. Healy

P.S. One of my most popular copywriting articles on my blog is Do Questions Work as Headlines? Check it out when you have a minute.

The following may be one of the most unusual copywriting secrets you will ever hear.

But if you test using it in your next ad, there’s a good chance you will see your response quickly soar.

Here’s why:

Last summer I wrote an ad for a high-selling self defense DVD series that was somewhat “controversial.”

In fact, when I let one of my friends read it, he got extremely mad and declared there is no way anyone would buy from it.

Reason why he said that is because it offended his political views and made him furious.

As soon as I heard his anger, I was confident it would be a hit.

Why?

Because the ad was not written to ALL self defense enthusiasts.

Instead, it was specifically written to a segment of the market that has strong right wing views when it comes to crime, terrorism and illegal immigration.

In fact, our market research clearly showed this part of the market we were writing to listened to a lot of talk radio each day while driving to and from their high paying jobs. These were conservative white males, who listen to shows like Michael Savage, Rush Limbaugh and other right wing talk.

And so, when writing the ad, I wrote to them — and them, only.

In fact, the copy sounded more like a transcript of the Michael Savage or Rush Limbaugh show than an “ad.” It addressed that specific market’s fears, angers and opinions about issues like illegal immigration, socialists in Congress, and the rise of legal “loopholes” around the country that often let criminals, rapists and even cold blooded killers off the hook for their crimes.

And my friend, who is NOT part of this market, was appalled.

It insulted his beliefs and caused him to want to verbally argue with some of the conclusions and opinions in the piece.

Which I took as a good sign.

Because as strange as it sounds, good copy (and this ad beat the client’s previous control) will repel as many people as it attracts.

There should be no “luke warm” reactions to a sales letter.

Either people respond to it, or they are repelled by it.

Frankly, you can often pre-judge the power of a sales letter simply by how many people are repulsed or insulted by it.

Bottom line?

Write ads to your market and don’t worry about what everyone else thinks.

If you aren’t deliberately offending certain people in your ads, then there’s a good chance you are not going to get the response you are looking for.

Got some cool stuff in the “hopper” I think you’re gonna love.

Including a couple fascinating interviews and a guest blog post by one of my favorite copywriters.

In the meantime, though, may I ask a favor?

I want to know how I can best help you in 2009.

I’m lining up topics to write about next year and which experts to interview for the site.

And I’d really like to know what YOU want to know more about.

Specifically, I’d like to know:

1. What’s your biggest copywriting and/or marketing frustration?

2. What topics would you like to learn more about?

3. Are there any specific marketing and copywriting experts you’d like me to interview?

4. Any specific products you’d like to see offered?

5. Finally, if you’re willing, tell me about yourself. What’s your website? What do you do in business? What kind of product do you sell? What unique problems are you facing in your industry and field? And so on, and so forth.

Anyway, to participate in this (extremely informal) survey, copy and paste the questions above into a the form at:

… along with your answers.

I’ll keep everything confidential.

And, again, will be carefully reading each and every response.

Ben

P.S. Also, if there are any other comments or complaints you want to tell me about, go ahead and lay it on me, too.

I’m all ears, either way 🙂

I want to thank everyone who’s sent me their survey responses.

In fact, I’ve decided to (as Emeril says) “kick it up a notch.”

Whoever sends in the best, most complete surveys (with the most detailed feedback) will get a free copy of my forthcoming new edition of “The Copywriting Grab Bag.”

One thing I never talk about is SEO copywriting.

Why?

Because, while I find SEO fascinating… I only “know” enough about it to be dangerous to myself.

Especially when it comes to Google.

To me, Google’s like that “hell-bitch” horse in Lonesome Dove.

If you’ve never read the book or watched the movie, it’s a horse that constantly throws people off its back onto the ground.

It’s so nasty and mean, the cowboys call it the “hell-bitch.”

Google reminds me a LOT of that horse.

Every time she lets me on page 1… she tosses me off in a day or two.

Few days later, she lets me back on… and kicks me off again.

Lets me back on, kicks me off.

Lets me back on, kicks me off.

Anyway, why am I telling you this?

Because, while I haven’t discovered the secret to lasting on Google’s page 1… there is one useful thing I learned during my SEO misadventures I can share with you:

Google is basically a “glorified bookstore.”

For example:

Imagine you own a bookstore and you’re looking at book to carry.

If that book is filled with constant sales pitches and empty, content-less chapters… or just a single little box for you to fill in your name and email… or page after page stuffed with the same words and phrases over and over in an unnatural way…

… what are you gonna do with it?

Display it on the front table by the door?

Proudly showcase it in the middle of the store?

Somehow I doubt it.

More likely you’ll hide it in back or refuse to carry it at all.

On the other hand:

If that book is created in a way you and your customers LIKE…

… with each chapter talking about a different (relevant) topic, written in a way that’s easy to read… and structured in a way that makes finding specific topics fast and simple (like with an index and clearly-defined chapter titles)…

… Then there’s a good chance you’ll display that book in the front of the store for all to see.

Especially if that book is on a hot topic lots of your customers are asking about and looking for.

Anyway, just something to think about.

Google may not work EXACTLY like that, but it’s close.

And if I just confused the daylights out of you, don’t worry.

Because a while back I interviewed a couple “for real” SEO geniuses (former aerospace engineers turned Internet marketers) who can explain SEO copywriting and marketing in a way even a child can understand.

I’m still in the middle of editing this interview, so not sure exactly when it will be ready.

In the meantime, I wanted to give you a heads up about the interview and give you something to chew on.

Ben

P.S. If you’re interested in SEO copywriting, then make sure you check out my “Copywriting Grab Bag” book. In appendix 6 I grilled Brian Clark on SEO and he revealed a couple extremely valuable tips you don’t see a lot of people talking about:

The SEO copywriting and marketing interview above is available at:

I’ve been on Twitter for several months now.

So far, I have 243 “updates” — and I try to attach as much value to as many of them as I can.

Below are 10 tweets that have generated the most replies and comments from my Twitter followers.

They each contain a valuable tip, resource or idea I’ve used to put more mool-ah in my pocket.

Here they are (in no particular order):

I have to admit, this is FAST becoming one of my favorite marketing e-newsletters: www.thejamesrwhelanagency.com

Looking at a site Ken McCarthy – www.KenMcCarthy.com – told me about yesterday: www.jott.com – he calls it a “writers best friend”

If Joe the Plumber simply copied Al the Plumber he wouldn’t either need Barry’s or McLame’s tax cuts… http://tinyurl.com/4uqrff

A gift for ALL fans of Frank Bettger (author of “How I Raised Myself From Failure To Success In Selling”) — www.bensettle.com/Swipe-File/swipe-bettger-article.pdf

Editing interview I did w/ a speaker-great tip for marketers: People instantly believe & trust public speakers-it’s “the podium effect”

American’s are pawning stuff at record paces http://tinyurl.com/44mtun — HUGE opportunity to buy stuff cheap and resell at fat profits

“North By Northwest” is on. Perfect copywriter flick — the “hero” is an advertising man, and the action pace is a great sales letter “model”

Reading an ad out loud multiple times to catch any snags or “bumps” in the copy before sending to client. Tedious but necessary…

Planning some hard-core publicity campaigns for next year — works like a charm in bad economies.

Reading Gerry Spence’s “how to argue” book — tip for writers p.124: “hands are linked to creativity — when problem solving, write, don’t meditate”

Anyway, hope you got some good value from the above tips.

If you liked them and want more, go to:

Ben

This one (I just wrote today) seems to be popular, too:

Every time I read a Bob Bly sales letter I’m in awe at how brilliantly simple his style is — awesome stuff and well worth studying in detail

A few months ago, I showed you a cool joint venture secret my friend David Dutton (“the most connected man on the Internet”) taught me when I interviewed him last year.

Basically, what you do is (1) Identify someone you’d like to connect with, (2) Make a simple video about how one of their products benefited you, and (3) Put it on YouTube and tell the person about it.

Below is a great example of how it works:

Ben

Got a great question from a subscriber this morning.

If you’re just starting out and want a “short cut” way of getting good at copywriting, then I think you’ll find this especially interesting.

Here goes:

QUESTION: I heard about the importance of hand copying ads when starting in copywriting. But in your ‘Copywriting Grab Bag’ book, you say we need to be careful what we copy as just because an internet sales letter pulled in lots of sales doesn’t always mean it’s worth copying due to the brilliance of product launch marketing and pre-selling.

What ads and sales letters should I begin copying out?

BEN: I used to mindlessly copy out Gary Halbert ads.

I chose Gary Halbert due to reading the story of a brilliant copywriter named Scott Haines.

When Scott was starting out, he was in a hurry to learn copywriting, and heard Gary Halbert say on a tape the best way to get good at copywriting — fast — was by copying out the ads of world-class copywriters by hand.

Only problem was, Scott couldn’t find any Gary Halbert ads.

But what he did find was Gary Halbert’s hard-to-find classic book,
“How To Make Maximum Money In Minimum Time” — and so he figured he might as well copy out Gary’s book.

After all, since Gary was considered “The World’s Greatest Copywriter”, copying any kind of his writing would be better than none at all.

Did it work?

It sure did.

For one thing, immediately after copying this book by hand, Scott’s ads started working and making some decent bux.

It also led to him working with Gary Halbert himself.

Anyway, the good news is Gary Halbert writings abound online.

But if you want the exact Gary Halbert book Scott Haines copied out (I mean, why mess around when you can go right to the “source”), I have seen it on eBay recently.

You can see a couple used copies for sale (pretty cheap, too) here:

Ben