Posted by: nancyprospers on: February 13, 2009
CREATIVE COPY
GETTING TO THE “HEART” OF THE MATTER
By Nancy Matthews
CEO, Founder Women’s Prosperity Network
Do you know why people still buy The Enquirer even though we know that most of the information is false?
How many times have you bought 5 extra things while waiting in line to check out at the supermarket?
The savvy marketers know that people buy based on emotion and that’s exactly what your copy must be able to do – trigger the emotion of your customer so that they want what you have to offer.
Wouldn’t it be great to have your prospects asking you for the business?
Well crafted copy will do just that! And we’re here to share time tested and proven methods for creating copy that is charismatic, captivating and will have customers clamoring to work with you!
First Things First
You need to have a good understanding of why someone wants your product or service and the best way to do this is by creating a “copywriting outline” which (a) lists the benefits of your product or service (b) shows the problem that you solve and (c) describes the typical user of your product or service.
(a) Benefits of your product or service – choose language that clearly demonstrates the end result, i.e. “Finally you’ll be able to fit into those jeans hanging in the back of your closet”, “Take exotic vacations with your loved ones”, “No longer will you have to check your bank account before checking your legal rights.”
(b) Show the problem that you solve – choose language that hits their emotional triggers, i.e. “No more tossing and turning all night long, you’ll sleep peacefully and easily”, “Stress free real estate closings with trusted professionals who answer your calls and call you with answers.”
(c) Describe the typical user of your product or service – rather than assuming “anyone” is a good client – actually describe one person, their age, gender, buying habits, personality, likes and dislikes. As much as you know about them. The more you know about your client, the easier it is to identify with them and be able to fill their wants and needs.
The Word is Mightier Than the Sword!
Many copywriting professionals follow the same format, although named differently, the basic components of copy (whether for a sales letter, website content, email blasts, etc.) are A I D A (not the Italian Opera or the Broadway Musical) but an acronym for:
Attention
Interest
Desire
Action
(A) Attention – the first job of any copy is to grab the attention of the reader. This is done in the headline, sub headline and first paragraph. As they say “There are no second chances to make a first impression” and your headline and opening are key factors in creating the relationship with your potential customer.
You want your headline to immediately evoke the emotion of your customer and a great way to do this is by asking a question that raises a problem to which you have a solution. For example:
Are you struggling to pay your bills?
Do you break into a sweat before you have to give a presentation?
Do you feel confused, overwhelmed and exhausted?
When you open with a question, the mind is automatically geared to look for the answer causing your customer to continue reading – looking for the answer to their problem and lucky for them (and you) – you have the solution!
Another way to evoke emotion is with a “How to” opening which elicits curiosity in the mind of the reader: “How to crack the code to your DNA.”
(I) Interest – Now that you’ve got their attention, your job is to maintain the reader’s interest. Continue listing the benefits of your product or service and be sure to keep the focus on what your product or service will do for the customer. The content for this part of the copy will come from the outline of benefits you created. Here you will also give a brief description of yourself as the expert in this field. This is also a great place to tell them what happens if they don’t do business with you now. i.e. “Don’t wait until a doctor tells you to quit smoking to save your life…”, “Waiting to get organized will cost you thousands…getting organized now will make you thousands.”
(D) Desire – As you’re preparing to wrap up your copy, you want to keep the reader feeling the benefits of your product or service. This is where you will get to the core emotion of why they want to work with you. i.e. “After each session you will feel energized and inspired…” “No more fear when you’re about to give a presentation…”
(A) Action – Okay, you’ve taken them this far, now it’s your responsibility to lead them into action so you can solve their problem and show them how they get the privilege of working with you! Make your offer and keep the emotions engaged:
1. Give Bonuses and Discounts
2. Include motivating statements – Limited time offer, only 7 packages left, special price for the next 10 callers.
3. Consequences of not taking action now – It normally takes entrepreneurs 6 months to get the information you’ll receive by taking action now.
4. Imply a compliment – Our clients are the brightest and wealthiest business owners and make quick decisions.
Additional Food for Thought
Writing Style – keep the content focused on what the customer gets and not what you (or your company) provides. Imagine yourself as the reader of your copy, is it speaking to you or listing the accomplishments of the writer? Credibility of the writer should be briefly stated in the beginning and a longer bio at the end of the copy if necessary (or on “About Us” on website).
Test * Edit * Revise – Copywriting is an ongoing process and you should monitor the effectiveness and results of your copy on a continuous basis. People change with the times and surely “The times they are ‘a changing.” Keep yourself in tune with the emotional landscape of the people, the economy and trends and you’ll keep yourself in business.
Nancy Matthews – CEO and Founder of The Prosperity Expo and Women’s Prosperity Network, a National Speaker with over 25 years experience in the South Florida business and legal communities. Referred to as a “Visionary with Guts,” Nancy is a business owner, parent and community leader who has mastered the art of being a balanced and happy entrepreneur. She now supports and empowers others by sharing her business systems and the keys to living a successful, prosperous and balanced life. Her commitment and desire is to transform the lives of 100,000 people by December 2009. www.WomensProsperityNetwork.com and www.TheProsperityExpo.com
Stay tuned for my new book “Schmoozing for Fun and Profit” to be released Spring 2009, showing you how to have more fun making contacts, growing your business and your bank account!
Resources for this Article: “Why Do Some Headlines Fail?, How to Write Headlines That Get Results Every Time,” Sean D’Souza, www.psychotactics.com; “Aim for the Heart, How to Write Copy That Stirs Emotions and Makes People Buy Right Now!”, Miguel Alvarez, www.copywriting.com
Posted by: nancyprospers on: February 2, 2009
Yesterday all eyes were on the Champions – the Steelers, who won 5 previous Superbowls, the Cardinals, who were the underdogs rising to division Championship and Bruce Springsteen & The E Street Band, rock and roll Champions who continue to light up the house with incredible energy! What do they all have in common? Desire, Dedication, Discipline and an Unstoppable Spirit! At the half the Cardinals were down, they dug in their heels, raised their heads and had an incredible comeback! (Perhaps the phenomenal half time show energized them – I know it did for me!) The Steelers then too were faced with a huge challenge, little time left and they had to score a touchdown. Their commitment and dedication paid off and they now proudly have the distinction of being the first team to win 6 Superbowl Championships!
We all have the Championship Spirit within us. What is your desire? What level of dedication, discipline and desire are you committing to your goals? In each moment the decisions you make are either moving you further away or closer to your goals. Tap into your Championship Spirit and Achieve All You Desire!
“Decisions make champions, and champions make decisions.” ~John Di Lemme
Make excellent decisions for yourself this week and choose activities that move you closer to your goals and dreams.
Posted by: nancyprospers on: January 26, 2009
Cast Your Net and Make It Work!
How do you make the most of workshops, meetings and seminars?
This weekend I attended a phenomenal event presented by one of my first mentors, Marshall Sylver. I went to the event, not only because I so value what Marshall delivers and know that each time I attend one of his events, my business soars to the next level, but also because I know that “The best teacher is also the best student.” As I sat in the room with over 100 people from all over the country, Marshall opened the floor to questions. Although I didn’t have a question, I raised my hand and took the mic. I opened by introducing myself “Nancy Matthews, with Women’s Prosperity Network” and proceeded to share my gratitude for what Marshall offers and how I’ve applied it to my businesses. At the next break several people came up to me to learn more about what I do and today alone I’ve had 10 new people opt into my mailing list! There is a lot of “networking” happening these days, and I want to remind you that networking is much more than simply going to events and passing out cards. Good networking includes learning how to cast your net over a large sea of people and letting them come to you!
The moral of the story: Carpe Diem! Seize the day, seize the moment! Look for opportunities to let others know who you are and how you can help them. While I went to the Total Prosperity event to learn for myself, the bonus is several new customers in my pipeline. So it is true….. “The more you learn, the more you earn.” For more information on Marshall Sylver and “Total Prosperity” go to http://www.ProsperityAndYou.com
Posted by: nancyprospers on: January 26, 2009
Cast Your Net and Make It Work!
How do you make the most of workshops, meetings and seminars?
This weekend I attended a phenomenal event presented by one of my first mentors, Marshall Sylver. I went to the event, not only because I so value what Marshall delivers and know that each time I attend one of his events, my business soars to the next level, but also because I know that “The best teacher is also the best student.” As I sat in the room with over 100 people from all over the country, Marshall opened the floor to questions. Although I didn’t have a question, I raised my hand and took the mic. I opened by introducing myself “Nancy Matthews, with Women’s Prosperity Network” and proceeded to share my gratitude for what Marshall offers and how I’ve applied it to my businesses. At the next break several people came up to me to learn more about what I do and today alone I’ve had 10 new people opt into my mailing list! There is a lot of “networking” happening these days, and I want to remind you that networking is much more than simply going to events and passing out cards. Good networking includes learning how to cast your net over a large sea of people and letting them come to you!
The moral of the story: Carpe Diem! Seize the day, seize the moment! Look for opportunities to let others know who you are and how you can help them. While I went to the Total Prosperity event to learn for myself, the bonus is several new customers in my pipeline. So it is true….. “The more you learn, the more you earn.” For more information on Marshall Sylver and “Total Prosperity” go to http://www.ProsperityAndYou.com
Posted by: nancyprospers on: September 25, 2008
Americans are suffering financially, the likes of which most of us haven’t seen in our lifetime. Stock prices plunge, real estate market crashes, major lenders and financial institutions going bankrupt, government bail-outs, rising taxes, the problems go on and on.
Fort Lauderdale, FL – October 25, 2008 – The Prosperity Expo provides local community with top financial and business experts who share their systems and secrets to beat the odds and be a winner in any economy.
This economic crisis doesn’t discriminate and the reach of the crisis affects everyone from the ultra-wealthy to middle class and poor. Let me fill you in on a little known secret …. NOW is the time that huge fortunes can and will be made. Despite all the negative news and nay-sayers who only talk about doom and gloom, the current economy is the perfect climate to create long term wealth. The key to accomplishing that is to be armed with the knowledge and resources that reveal how to recognize opportunity in the face of adversity.
The Prosperity Expo is carefully designed to provide powerful tools and relevant information. The Guest Speakers include:
Loral Langemeier – as seen on CNBC, CNN, Dr. Phil’s “Money Makover Expert” and many others. Loral Langemeier, founder of Live Out Loud, is the kind of personal development coach that walks the walk and talks the talk. For the last 7 years she has helped over 600 people become millionaires with her 3 to 5 year wealth building plan. This incredible accomplishment has earned her the title “The Millionaire Maker”. One she wears proudly.
Bob Burg – From business executive to a former US President, Bob Burg has shared the platform with some of the biggest legends, celebrities, athletes, coaches and leaders. He is perhaps best-known for his book “Endless Referrals: Network Your Everyday Contacts Into Sale”, which has thus far sold well over 175,000 copies and is still going strong. Bob Burg helps you build a relationship leveraging machine to immediately create a flood of fresh sales opportunities.
John Di Lemme – An accomplished author of several books, including his latest best selling book “Champions Are Born, Losers Are Made”, and multi-million dollar entrepreneur, John Di Lemme is one of the most highly sought strategic business coaches in the world. John’s will share “How to Bullet Proof Yourself Against the Recession Mindset and Live a Champion Life.”
The Prosperity Expo is sponsored by Women’s Prosperity Network, LLC, whose programs have a proven record of empowering women to expand their businesses and improve their lives through education and networking. Although sponsored by Women’s Prosperity Network, The Prosperity Expo is NOT just for women. The Expo is for MEN and WOMEN who are unwilling to sit idly by and watch others rise to the top. The Expo is for MEN and WOMEN who understand that now is the time to take action, despite the mass hysteria surrounding the economic challenges. The Expo is for MEN and WOMEN who are ready to take control of their lives and recognize that while the Government may be bailing out the banks, they have to take action and bail themselves out of this financial crisis by tapping into the tools and resources available for them to succeed NOW.
With 30 Exhibit Booths at the event, The Prosperity Expo also provides an excellent opportunity for local business owners to showcase their products and services to 300 members of their target market.
The Prosperity Expo, October 25, 2008 – 8 am to 5 pm
Hilton Fort Lauderdale Airport, 1870 Griffin Road, Dania Beach, FL
Contact Information:
Nancy Matthews – (954) 727-9700
Co-Founder, Women’s Prosperity Network, LLC
http://www.TheProsperityExpo.com
Posted by: nancyprospers on: May 17, 2008
Hello All – Nancy Matthews here – finally entering the digital world and getting our Blog going! I’m excited to have this forum available for us to share information, ideas and inspiration as we continue to grow together as a community.
You’ll notice we’ve titled it “Prosperity Network” – and this is to afford everyone the opportunity to share their experiences as they continue their prosperous journey.
Women’s Prosperity Network is quickly growing and recognizing that while there is a special connection when our meetings are “women only”, the value and respect for the men in our lives is huge and we want them included.
The topic we are focusing on in the month of May is Money – How to make it work for You – instead of you just working for money. We played the Millionaire Maker Game and its so exciting to see the huge learning and fun everyone has. Truly – the best way to learn is to have fun – and this game provides fun and education.
Our meeting on May 31st is for women only – and we’ll be continuing our topic on Money – and begin a conversation of how to create multiple streams of income – with specific focus on how to dovetail your existing skills and talents to bring the money in.
Posted by: nancyprospers on: May 17, 2008
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