| Are you confused by the flood of information on how | | | | In fact, I've seen situations where unknown |
| to improve your internet marketing results? | | | | entrepreneurs enter a market, quickly identify a hot |
| Mastering the search engines, pay-per-click advertising, | | | | desire, address it with a less than perfect product and |
| affiliate marketing, website design, writing articles, and | | | | in a very short time have created wealth 100X higher |
| on it goes. | | | | than anyone else in that market. |
| Doesn't it seem more and more complicated to focus | | | | An old mentor of mine used to tell me all the time, |
| in on what really works and what doesn't? | | | | "focus on the low lying fruit - there's far more than |
| After working to build many businesses from the | | | | enough to go around" |
| ground up over the last 10 years, it's more clear than | | | | PRINCIPLE #2 |
| ever that there are 2 main principles that will largely | | | | You must reach your market with a clear, empathetic |
| dictate your success in any business. All of the other | | | | message that instantly catches your readers attention, |
| techniques build on these first two principles. | | | | interest, desire and moves them to see your product |
| Think of these two main principles as the cement | | | | as THE answer to their deepest desires. |
| pillars that hold up a bridge - without them, no matter | | | | If you were reading closely, you'll recognize Principle #2 |
| how well you construct the bridge, it will still fall down. | | | | as the same principles that underly great copywriting. |
| Focus your energies, time and resources around | | | | How do you become a great copywriter and master |
| meeting these two key principles - you will immediately | | | | Principle #2? |
| see a big difference in your results. | | | | 1. Research, research and research. I make sure I have |
| PRINCIPLE #1 | | | | a pulse on my target market's desires, needs, |
| You must have a well positioned product, fulfilling a hot | | | | emotional triggers. Focus in on WHY they want a |
| desire within a clearly identifiable and accessible target | | | | solution to a particular problem. Research takes many |
| market. | | | | forms... |
| Let's break this down. | | | | - speak with them |
| Making a profit in business is really quite a simple | | | | - survey them |
| concept, you have to earn more revenue than your | | | | - read what they read |
| cost. Revenue minus cost is your profit. | | | | - talk to others who do business with your market |
| So where does that cost come from? | | | | - test using articles and special reports to guage the |
| The two big sources of costs are: costs associated | | | | response |
| with creating or finding your product to sell and cost of | | | | - do what they do |
| reaching your market to sell your product | | | | By doing this you should have content for 20-30 (at |
| It only makes sense then that identifying a hot desire | | | | least) different benefits for your product. |
| within a market you know how to reach will mean | | | | Then.... |
| much lower costs for your businss. Ultimately, this | | | | 2. Polish your benefit statements. This is where you |
| means more profit for you. | | | | can use books of action verbs, swap files (samples of |
| Have you ever run against the wind? Tried to swim | | | | great ads, letters and webpages), the services of a |
| upstream in a river? Walk one way in a crowd when | | | | copywriter. This is the technical aspect of copywriting |
| everyone else was walking the other way? | | | | which can be learned by reading other great material. |
| It's a very tough lesson to learn. | | | | Far too many people go right to #2, as a result their |
| I've been brought it to consult with companies that | | | | benefit statements seem bland, miss the mark or |
| have burned through millions of dollars before learning | | | | seem the same as everyone else. |
| this lesson. | | | | Next time you get distracted by the latest and |
| You cannot FORCE a low-demand product on a | | | | greatest tip, technique or strategy - know that focusing |
| market - no matter how much money you spend on | | | | on these 2 fundamental principles: In-demand product |
| marketing. | | | | ideas and effective copywriting, will make the most |
| You cannot hope to reach enough buyers in the entire | | | | difference to your pocketbook in both today and in the |
| marketplace even with a very high-demand product in | | | | future. |
| one segment. | | | | |