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    1 Reply Latest reply on Jul 10, 2008 3:32 PM by rontowns25

    Powerful Tips from a Marketing Maverick

    rontowns25 Adventurer
      right words sell. (more tips here...*

      Just ask Joe
      Sugarman. He launched BluBlocker Sunglasses using the power of his pen.



      Amazingly, you
      don't have to be a professional writer to get fabulous results. A grapefruit
      farmer attended one of Joe's seminars, wrote a
      print ad that ran for 10 years,
      and made millions from it.



      Copywriting Process* - A former ad agency owner, Joe distilled the process of
      writing ad copy into seven steps.



      Become an expert.* Immerse yourself in the product/service you want to sell.
      What makes it interesting? Exciting? Unique? That's what you need to convey to
      people. Joe once observed a digital watch being manufactured, which convinced
      him that using laser technology was an important point of differentiation. His
      ad copy referred to "the laser beam digital watch."



      *2) Know
      the buyer.* What does the prospect want/like about what you're selling?
      Chances are, you reflect the typical consumer of this product/service, so what
      excites you about it? What characteristics about you make this product
      attractive? These are the qualities you should appeal to in potential buyers.



      Write an attention-grabbing headline.* Use only a few words. Be bold.
      "Breakthrough" is a word that always reels in readers. The goal of the headline
      is to get your prospect to keep reading. Write a sub-headline that rewards them
      for staying with your copy. The goal of the sub-head? To entice your reader to
      check out that first line of copy, and so on.



      Start writing.* Go with the flow of your mind. Don't worry about grammar or
      punctuation at this point. As you think about the unique qualities of your
      product/service, and about the buyer, you just want to get your feelings,
      senses, ideas, information and philosophy on the screen.



      *5) Edit
      your copy.* Now that you've gotten everything out of your brain and into the
      computer (or on paper), it's time to go back and edit your first draft. The
      biggest mistake you can make is creating complexity in an offer where
      simplicity is best. Get rid of extraneous words. For example, search for the
      word "that" on the page. You can probably eliminate entire phrases that begin
      with "that!" Edit for brevity. Edit for reading rhythm, varying short and long



      Incubate it.* Set aside your copy for a few hours or days. Enjoy yourself. Take
      a walk. Occupy yourself with something else. Your brain continues to work on
      the copy, even when you're away from it.



      *7) Do a
      final edit.* Now that you've put some time and space between yourself and the
      project, you're ready for a final look. Enlist an English major to guarantee
      that you haven't made any errors. Polish the copy one last time, and it's ready
      to go.



      copy vs. long copy:* "Copy is like a woman's skirt. It should be short enough to
      attract interest, but long enough to cover all the essential parts."

      Bargains are
      best described in short copy, with the price point in large type. An expensive
      product/service requires longer copy, with more explanation and seduction to
      "wine and dine" the reader.



      is the best copy policy:* If there's anything that might upset a customer
      about the product or service, explain it in the copy. By directing attention to
      red flags, you can lead your readers down the road that will capture the flags!