Holding out for a hero

Confession Time!

My ears would turn bright pink if anyone ever got a hold of my ipod. Alongside the classical Vivaldi or the instrumental Brule, are hard rock (Morphine, Drowning Pool, etc).  But that’s not what would make me cringe.

Allow me to explain..

Y’know how when you’re working out there are certain songs which get your legs pumping a bit harder than usual? It becomes much easier to just get your body moving.

As much as I hate to admit it, one of my favorites is Bonnie Raitt’s “Holding Out For A Hero”. Yes, it’s from the 80’s but dang…it gets my heart rate going!

So let’s talk about this little guilty pleasure of mine and how it relates to my business.

Many people dream of a hero – perhaps not the “knight on a white horse” sort of thing – but rather someone who keeps our best interests at heart. Someone who makes us feel safe and secure. If you don’t see that one particular “hero” in your life, don’t get discouraged!

Your hero may not be an individual. Your “hero” just might be the TEAM of people around you. As a whole, they could be your “collective hero”.

I fully believe that we’re surrounded by people who have skill-sets we need for success. They hold our missing pieces – those parts that may not be in our personal arsenals.

For example, I get a tension headache when I consider learning anything technical…even before I pick up a book or instructional manual. It’s just that painful. But when I look around, I see there are people who are amazingly adept at technical tasks (thanks Charly!). These are my heroes.

Note: I’d willingly fall down onto my knees and worship them for loading and fixing the bugs in a set of Auto Responders.

I fully utilize their talents and skills to further my projects, and they’re always ready and willing to give me an assist. And I would do the same for them. 

Consider this…How many tech people do you know who can create a well-balanced sales letter or whip out high-response emails?  Perhaps not too many! Those people need us copywriters….in a big, bad way.

So do me a favor – take the next 5 minutes to conduct an inventory of your personal skills:

Does it include:

-          Proficiency in copywriting or marketing

-          Connecting with others

-          Passion for a certain topic or cause?

Come up with at least 10.

Now, look around to see “who” is surrounding you? What parts do they hold that you might be missing? Is it technical, organizational, or perhaps even are excellent speakers?

Make a list of these people – and their skills which complement yours. They are your personal heroes!

I bet that if you’ve done the above, a clear picture is starting to form.

We all have our assets, and yet we need to rely on others for theirs. No one is completely proficient in every single area…or would want to be.

Get used to farming out some of your work. Barter for it, if necessary.

Just don’t let what you can’t do get in the way of what you can do!

To your success,

-          CB

P.S. If you want to send me a list of snarky or trite songs found on your mp3 player, just email me! cb@copybunny.com   I’d love to see what you’re listening to!

Jesse James, Tiger Woods and Response Rates

I’ve wasted time thinking about these celebrities. Wondering why it is that – even when it appears they have everything – they still seek external validation of their worth. Both of them were literally at the top of their game, so it’s not a desperate cry for market share.

These men opted to engage in situations outside the relationship which they purport to value the most (their marriages). Now they’re struggling to regain the “paradise lost”

Paradise is the ability to know you’re in it before you’re cast out of it.

Ah well….this is yet another confirmation that God/Spirit/Divine Being has a sense of humor. One of the smallest parts of a man’s anatomy is the part that gets him in the biggest trouble.

But let’s get to copywriting, shall we?

There are several obvious camps (or styles) in the copywriting arena. Bear in mind that the following are non-scientific and purely of my own classfication system:

I’ll even sell you Grandma! – This is the over-the-top, hard-hitting type of stuff. Easily distinguishable by the number of times they push the fear/panic buttons in the copy. Not to mention that you feel like you’re getting yelled at.

This is still around and seen regularly in certain markets such as weight loss or fitness. The emotional hot buttons of insecurity, low self-esteem, as well as “tired of being a loser” strike a note of desperation in this market.  

But other niches are shunning this style of copy, opting instead for something more heartful (we can only hope that this is an indication of how society is progressing as a whole).

“Chick-a-boom, chick-a-maw-wow” – Greasy. Think of 70’s porn, thick mustaches and hairy chests. It ain’t pretty, but there’s still an active target market for it.  (you know I’m talking copy, right?) This copy overemphasizes the benefits while downplaying the pimples and stinky armpits.  If taken at face value, there’s not much in terms of real-life.

This type of copy tries to sway the reader into thinking they’ve found an easy cure for everything from hemorrhoids to the neighbor’s barking dog.  

Pick Me-Me-Me! – There’s a lot to be said on allowing the reader to unearth “aha moments” for themselves. One of the copywriters I worked with had an ingrained habit of inserting herself into the copy. As in…
 “I interviewed Frank and his team about Product XYZ, and here’s what they had to say.”

This creates a distance between Product XYZ and the reader. Instead, they’re forced to notice the use of first-person vernacular in the sales letter. Think of it as an uninvited guest at a small, intimate dinner party…determined to do all the talking.

The copywriter then went on to report what “they told her”. She was inadvertently trying to be the star of the story, thus effectively stealing the thunder of the product and its developer.

At times, narrative can work but not throughout the entire letter. Using varying degrees of copy elements  keeps it interesting.

Allow me to say, this next one is worst of all…

Clueless – This is when the reader has NO IDEA that something’s being sold! The offer sneaks up on them before jumping out of nowhere and yelling SURPRISE!!!

The response rate drops dramatically when you’re too shy/embarrassed/hesitant to let the reader know what’s up. Soooo many beginner copywriters say, “I’m just not comfortable with selling.” Here’s what I tell them…

When writing copy, always give it at least 20% more selling verbiage than you’re comfortable with. Then, go back and read the letter. What typically happens is that while we’re immersed in the writing, we become more sensitive to this aspect. But viewed from a potential buyer’s perspective (remember that they haven’t pored over this for weeks), it tends to be more diluted than the writer might think.

So get over your own inhibitions and just put it out there!!!

Never ever should you NEGLECT TO MENTION that there is a solution which can be purchased!!!

I realize the above categories are less-than-scientific, but hey…you’re in my world now! Hope you’re enjoying the ride.

Hoppily,

CB

Would you ACTUALLY buy this product???

Hi friends,

Perhaps this cold has made me a bit crabby today, but I got my tail in a bunch when I read this pitch for an affiliate product:

The Amazing Money-Making Secret Of A 28-year-old Convicted Felon Who Earns More Money Per Year Than The CEOs Of FedEx, eBay(R), Amazon, Time Warner, Apple Computer, McDonalds, Microsoft, Nike, Yahoo, Ford Motor Company, General Motors, And Goodyear Combined!

Let’s take a few minutes to dissect exactly what’s being said. For all we know, it’s all true, but how does it land? (in between my sneezing and coughing, it didn’t land well on me!)

“The Amazing Money-Making Secret Of A 28-year-old Convicted Felon” 

Although I’m going to assume that this person’s felonious conviction occurred in something other than forgery, my initial reaction is to make sure no one’s stolen my purse. The chances of a reader handing over money to this guy are slim to none.

Next part…

“Who Earns More Money Per Year Than The CEOs Of FedEx, eBay(R), Amazon, Time Warner, Apple Computer, McDonalds, Microsoft, Nike, Yahoo, Ford Motor Company, General Motors, And Goodyear Combined”

The focus is on sensationalism (Who Earns More Per Year) which is thenfollowed by the assumption that the reader will see the list of reputable Fortune 500 companies and align the “felon” within the same category.

<heavy sigh>

 My opinion aside, there’s an attempt at utilizing basic copywriting elements such as –

-       Being provocative – This does NOT mean making claims that are beyond belief, such as a woman’s claim of an extraterrestrial impregnating her with Elvis’s love child.

-       Gaining attention – It got my attention, but not in a positive manner. My preference is not to purchase something online from an unknown character who’s dabbled in crime.

-       Aligning with “big names” – listing 12 other companies is overkill. Also, the average reader sees these companies as virtual Goliaths…untouchable. Which only makes the claim less believable.

Note: I did NOT say that the claim isn’t true…merely that it’s a bit tough to believe.

Now, one of the biggest issues is that the reading flow is very clunky. When you want to judge how your own writing is progressing, there’s a very way to avoid “clunkiness”…read everything you write out loud.

Getting to hear how the words fall on your ears will quickly pinpoint where the verbiage slows, or where you may need to cut back. It’s my experience that most copywriters get waaaay too chatty and verbose rather than focusing on “speed of the read”.

Check your copy for hesitation-verbiage such as the word “and”. Try to eliminate as many of those as possible without disrupting the flow of the copy.

Look for times you’ve injected the narrator’s view. This shows up as “I see that” or “In my experience” or “I just need to say this” type of thing. When you insert that narrator’s voice, then the reader becomes aware that there’s another person involved in the conversation. At times, it’s necessary, but try to use that to your advantage.

Now…

Let’s take the headline above — give it a bit of room to run…

Discover the Top Money-Making Secrets Of A Falsely-Accused Felon Who NOW

Earns MORE Money Than The CEO’s of 7 Fortune 500 Companies!

From here, some of the companies could be listed. But not so much that there’s overkill. The reader would then jump directly into the body of the copy which would substantiate the claims and learn how this affiliate program may benefit them.

That, my friends, is my quick and crabby post for today!

Hoppily yours,

CB

P.S. If you’d like to send me a direct email with comments or suggestions, feel free to do so at cb@copybunny.com

How Important Are Demographics?

I heard it yet again today…”Find the demographics for the product, and the copy will write itself!”

Yeah right…here’s what I’ve found to be true.

Contrary to what some high-profile marketers suggest, don’t look to standard demographics for an assessment of your audience…

Instead, look at their VALUES.

For predicting anyone’s lifestyles, purchasing habits, social concerns, spirituality, etc… typical measurements don’t hold up. 

Standard demographics would have you believe that standards of income are “the key” to insider information on various groups. Copy falls flat if you use those old models.

Consider there are groups that have widely diverse ranges of income, age, education or occupation – but share similar VALUES.

If you look deeply enough, there are subcultures found within demographic ranges. Look to a demographic specialist, such as sociologist Paul H. Ray for further illumination on the subsets.  

For example…

“Moderns” don’t rank highly in terms of being on the religious right (as “Heartlands” do).   Where they do rank highest is that they believe in financial materialism (not a bad thing!) and they also rank highest in terms of altruism, or “giving back”.  

This doesn’t mean they’re at odds with the Heartlands demographics.

Both Heartlands and Moderns agree that they want to rebuild neighborhoods and communities, as well as take a firm stand against violence to women and children.

Here’s a key difference to note which doesn’t appear in traditional demographics …

In terms of relationship-orientation, 55% of Heartlands want a traditional relationship — only 25% of Moderns want their relationships to fall within the established structure.  Good to know if you’re writing copy for the wedding market!

Now, within each of these broad groupings are sub-groupings. This is where the “juicy” stuff comes in…

Here are a few examples of subdivisions within the Modern category –

Economic Conservatives – most affluent segment of Modernists, with a strong work ethic. Likely to oppose ecological sustainability.  

Conventional  – mainstream and more cynical. Dislike both Heartland and Cultural Creatives.

Striving Centers – upward mobility is their main thrust, but also yearn for spiritual meaning.

Alienated Moderns – disillusioned who have lost better-paying jobs or have poor job prospects.

You won’t find that in the occupation/income/ethnic breakdown of standard demographics!

Is this imperative to your business?  Most certainly!  Almost every business has a “draw” for a specific group. Hot buttons, emotional triggers…it’s essential to know who you’re speaking to.

Other issues to take into consideration could be experiences with alternative health care, love of foreign lands, feminism, pro-social justice, etc….

I’ve highlighted 2 demographic groups but there are others to take into consideration as well.  (My favorite demographic to write copy for is the Cultural Creative…very fulfilling)

Save yourself a lot of time and money by digging beyond demographics.  Find your TA. Connect with them by research or interviews. (I suggest interviews)   Get enough of a cross-section so you know exactly how to position your marketing.

And…

Have fun with it!

Hoppily yours,

Copy Bunny

Shitweasels and swiping

I know you dislike them as much as I do…shitweasels who can’t come up with an original thought if it snuck up behind them and screamed in their ear.

One of my clients is having her marketing ripped off by lazy competitors who are out to make a quick buck, not caring who they step on. (karma will catch up to them eventually) In the meantime, I’m scrambling to help her stay ahead of the game.

Part of the issue is that her older copy can be replicated…in other words, it’s not as highly personalized as it should be. So I’ve been brought into the mix to stop the bleeding.

This type of problem can be prevented to a certain degree IF your client sees the value in hiring a quality copywriter, rather than scrounging around for bottom feeders who template all their work.

If you happen to be a relatively new copywriter, and have heard that swiping is indeed perfectly acceptable, please keep in mind there are certain rules (and ethics) to follow.

Provide value for your client

I know of a prominent copywriter who bragged about only taking an hour to compile copy for a client who paid him $5000 for a sales letter. This guy was of a decent sort, but desperate to pay some bills,so he took the easy way out. Word of this spread throughout the copywriting community and a professional black-eye was obtained. The end result was that he then had to redeem himself which took quite a while.

Personalize, personalize, personalize

My same client is a whirlwind, having survived Stage 4 cancer, launched very successful businesses, and created powerful networks (a veritable “Who’s Who”) which lesser mortals would die for. Not to mention the multitude of celebrity endorsements for her product line.

So her copy will highlight these factors, instilling her undeniably sassy spirit as well. This way, I’m making it extremely difficult for her competitors to even get their chance at bat.

Find out what makes “them” tick

I’m talking about your client’s Target Audience… these folks are the livelihood of every business, their “reason for being”. So what do you know about them?

Let’s take the chiropractic profession as an example:

Bob Jones and Wesley Crackback are competing chiropractors. Bob has built his business over the years, while Wesley has come into town only recently with novel ideas and the latest techniques.

If you were to interview both of them, there’ll be many similarities. They both love to help people heal, dissolve residual pain from injuries, and are trying to stay afloat in today’s rough economy. So you have your foundation for the copy now. Right?  …wrong….

Why don’t you try talking to their patients? Find out why Juliet likes going to Dr Jones and why Romeo prefers seeing Dr Crackback. Perhaps Dr Jones also incorporates a bit of energy healing into his technique while Dr Crackback is more mechanistic.

Can you see how the copy for each will be dramatically different?

Work with these individual aspects for your client!

Only shitweasels will try to pass along uninspired, repetitive copy. Those days are over, my friend. And with the internet as prevalent as it is, chances are you’ll eventually be brought to task.

Your copy: Does it whisper or scream?

Hype-Free does NOT mean No Selling!!!

I’ve received a few emails from my Granny Panties blog. Some aspiring writers – some of whom are currently enrolled in an illustrious mail-order copywriting course — asked for clarification.

Ah grasshoppers, allow me to explain.

When writing no-hype copy, we’re taking the reader by the hand and leading them through the sales process rather than…

Grabbing ‘em by the hair and SCARING THE BEJEEZUS OUT OF ‘EM!

Understand that in order for no-hype copy to be tremendously effective, we’re talking to a very small piece of the Target Market pie  – the very people who will actually BUY the product.  See where this is going?

Let’s say we’re writing copy for a naturopathic remedy for cold sore sufferers.  The fact that this product is naturopathic allows us to take a big step in determining what the pre-qualifications for this TA may be. 

(Btw, if you’re dating someone who repeatedly insists “Honest, it’s just a cold sore!”  proceed with caution)

Your job as a copywriter is to figure out if…

- The cold sores are stress-induced or a result of a high fever (we’re ruling out the STD variety, ok?)

-The TA has already tried a pharmaceutical approach

- They want to clear that pesky herpes virus out of their systems once and for all

Now, we want to find out “who” this TA is. Look for ways to insert moments within the copy where the qualified reader will have no choice but to nod their heads and say, “Yeah, that’s me.”

So, in order to do that, find similar identifying factors. What are the emotional parameters causing them to seek a cure?

Are they…

- Giving an important business presentation

- Re-entering the work force

- Getting married

- Tired of being asked, “What’s that on your lip?”

Find that common thread and run with it!

See where this is going?

 We’ve narrowed it down from a very broad TA (cold sore sufferers) to a very specific group of people (those who need quick and immediate action).  We then can tighten it up even further using techniques that allow you to quickly drill into this very rich material.

Here’s the fun part…you can now write your copy with surgical precision.  No need to “let it brew” for months on end, struggling while awaitng the subconscious thoughts to surface.

You’ve now defined and located the EXACT TA for this product. This makes it easier to write in a “no-hype” manner as you can now be conversational in order to gain the attention of the unique individuals rather than screaming through a bullhorn to the masses.

Identification– familiarization – connection. It comes down to knowing “what” to ask, and not being afraid to dig for deeper information.

Hope this helps!

Hoppily yours,

CB

Granny Panties – Pole-Dancing – Copywriting

I’ll get to how pole-dancing ties into this blog, but first we can all agree…

“Hype-free” is a buzzword, and worthy of some attention. But what exactly does it mean?

Let’s first define what “hype” is. Better yet, I’ll just give my opinion since this is my blog anyway!

We can “feel” hyped-up copy much the same way we can feel grease sticking to us when we slide off a diner stool. Hype refers to grandiose claims that would guarantee a blood rush to Bernie Madoff’s private parts. <shudder>

Pie-in-the-sky promises such as…

“Invest $67 in a “hot new product” and you’ll be making millions within 90 days!!!”

“Purchase your own tropical island complete with a gorgeous pool-boy serving tropical drinks with little umbrellas in them” (oops that’s my fantasy…sorry!)

Before my imagination gets the best of me, let’s establish exactly how someone can legally make such claims and get away with it.

Picture this headline….

“Granny Panties” literally smooths out the cellulite

that’s collected on your ass since the age of 25!

Simply wear them for 17 days and your ass will be as

smooth and ridge-free as the day you were born! 

 Let’s assume we’d all love for this to be true – any woman over the age of 30 wants to believe in a miracle cure for “hail-damaged cheeks”. 

But how can this claim be made? The answer is contained in these 2 words…

“Extenuating circumstances”.

Yes indeed. There are circumstances which contributed to the results, but aren’t brought to light in the copy.

In the case of Granny Panties, here’s the hypothetical situation…

Out of 1000 people who purchased the product, Tina from Tuscaloosa is now a huge fan and wrote a rave review  (note: we’re not sure if she was paid for this or not).

“It works! I’m able to wear my bikini without embarrassment! No more ugly cellulite to hide.”

Here are the extenuating circumstances with Tina…

1.    She began a detoxifying program complete with special diet and herbal supplements

2.    Had started a pole-dancing class 8 weeks earlier and was now working the poles nightly

3.    Had a miniscule atom of cellulite on her ass to begin with.

We’re shown a photo of a firm and radiant Tina, newly in love with her pole-dancing instructor after coming out as a lesbian. 

Proof? Perhaps…but it only tells part of the story.

Hype-copy makes exaggerated claims – backed by “some” proof but not enough to be substantial. Lowering the hype-level  makes the copy more real.

More importantly, readers feel it and respond!

Honesty in copy has tremendous benefits in terms of customer loyalty. imagine if the copy had a dose of realism such as…

“Y’know, it worked for Tina. But she was following a healthy diet and exercising while using this product. This could work for you!”

Would people take a chance and order? YES!  And best of all, they may even place future orders as well. (yes, desperation in the cellulite battle goes beyond reason)

What’s important to know is – if you’re actually going to be using this healthy realism in your copy…

While the amount of initial sales of the product or service “may” be slightly reduced, there will be far fewer returns. The biggest payback will be the loyalty of the customers!  Win-win.

So next time, rather than give in to the need to promise the sun, the moon and the stars, offer up a bit of honesty. Your copy will be richer for it.

Till next time, be hoppy!

 -CB

 

Top 10 Signs Of A False Guru

In my previous post, I shared my frustrations about self-proclaimed gurus. I’m sure some of you may have run across a couple of these smooth operators, much to your regret.

As promised…

TOP 10 SIGNS OF A FALSE GURU

1. Believes that everyone loves him and is hanging on his every word
2. Surrounds himself with butt-kissers – everyone else gets kicked off the island
3. Considers self much more “evolved” than 99.9% of the rest of civilization
4. Once he gets you to hand over your wallet, he runs onto the next score
5. 75% of his conversation is spent convincing you how great he is
6. Rehashes his one big “success story”…over and over…
7. Doesn’t have an outline or “real” strategy, just flies by the seat of his pants
8. Apprentices come and go as often as a change of underwear
9. Fails to recognize or give credit to those who’ve come before him

The BIGGEST indicator of a SPG is…

He hasn’t even tested his own copy!

So folks, as one of my clients likes to say…”Watch their feet”.

This means it doesn’t matter what they say, or how they’re diverting you. Rather, pay attention to their actions and priorities. It’ll save you time, energy and money to invest with someone who may be less flashy, but is “The Real Deal”.

Until next time,

CB

Does Mr. “6-Figure Copywriter” actually live in a camper?!?

Here’s my question for the day…

Exactly “who” has the all-knowing power to appoint someone else as a “guru”?

Is there some type of Guru Council that sits down and decides which lucky person is going to be inducted into the “Guru Of The Month” club?

I’ve seen past the smoke and mirrors – have taken a longer-than-necessary look behind the curtain. The truth is…

People annoint themselves as The Highest Authority!!! It’s all part of the marketing game. What glitters isn’t gold, it’s merely the artificial light bouncing off of cheap imitation watches and well-pressed suits. (Bitter? Who me???)

Allow me to give you the 411 – the low-down – the real scoop…

There’s a BIG difference between “Gurus” and “Experts”.  Hold tightly onto your wallet when around the Gurus – learn to invest with an Expert.

 I can guarantee you that the mothers of “6-Figure Gurus” are applying for low-income housing because they can’t pay their utility bills***.  

***Any similarities are purely coincidental to real-life…maybe.

That being said, there are plenty of GENUINE experts out there with great information. These people are typically low-key but have a wealth of knowledge to share.

One of my favorites who’s currently making the rounds on the teleseminar circuit is Daniel Levis. He’s a great guy who wields his intellect carefully.

I’m not a “friend” or affiliate, nor does he even know I’m making this recommendation. I’m just truly impressed with what he does – it’s quality stuff.

I’m using him as an example of an expert worth following. Don’t waste your time or money on a “guru”.

Stay tuned for my next blog listing the Top 10 Signs Of A False Guru.

Hoppily yours,

CB

P.S.  As always, thoughts/comments/suggestions/wine lists appreciated!

E-readers may kill my love affair

I’ve been thinking about getting an electronic reader such as a Kindle or a Nook (from Barnes and Noble). But there’s just something about holding a real book in your hands…turning pages and hearing the soft rustle it makes. I’m sure the writers among us will sigh and relate to this love affair with books.

I love the way the black font stands out on the background of softly colored paper. And how the book nestles into my hand, becoming pliable and worn from repeated use.

Yet reading a real book may soon become a guilty pleasure. Being eco-conscious, I realize the very paper of the book involves cutting down trees and uses precious natural resources. I’m resistant to the idea though, of giving up the physical presence of books.

But even as I cling to the thought that I won’t like an e-reader, I’m determined to look into it. Perhaps take one for a test drive and try to have an open mind. I’ll have a few specifications in mind though that the e-reader will need to have…

1. Ability to highlight or bookmark certain pages – I’m an avid learner in many areas. Most of my books are of the reference variety and end up dog-eared with passages highlighted.
2. Easy-to-read – no glare on the screen or strain on my eyes. The reason is, I tend to lose myself for hours on end while reading. I’d hate to give that up due to inability to focus or the dull, throbbing headache which is the by-product of eye strain.
3. The “feel” of a real book – by that I mean it’s of a standard book size and the amount of verbiage on a page is sufficient so I don’t have to keep scrolling or flipping screens. I’m a very fast reader, so that could become annoying quite quickly.
4. Extensive book selections – I admit to being a fan of immediate gratification when it comes to reading books. If there’s one out there that strikes my interest, I want to read it NOW!
5. Reasonably-priced downloads – I wouldn’t mind saving a few bucks on the e-versions.

As I peruse the selections available, I’ll post my findings over the course of the next month or so. If you have suggestions, let me know!

Hoppily,

CB

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