Hot Keywords for Oct 6, 2009
The hottest scandal today is the David Letterman scandal. Thjere was an extortion made and according to news, if David Letterman did not pay, the extortionist would squeal what they know about his extra-marital affairs with his co workers.
1. david letterman scandal – $2m extortion scandal.
related keywords: david letterman affair, david letterman apology, david letterman controversy, david letterman sarah palin, david letterman sarah palin joke
2. regina letterman – david letterman apologizes to wife
related keywords: regina lasko, regina letterman picture, regina lasko letterman, regina lasko picture, regina letterman photo
3. brittany favre – daughter of brett favre, the quarterback of Green Bay Packers which have now promoted to vikings.
related keywords: brett favre family, brett favre, brett favre s daughter, deanna favre, brett favre children
Popularity: 64% [?]
Write To Be Scanned
Your layout is very important in a sales letter, because you want your letter to look inviting, refreshing to the eyes. In short, you want your prospect to stop what he’s doing and read your letter.
If he sees a letter with tiny margins, no indentations, no breaks in the text, no white space, and no subheads…if he sees a page of nothing but densely-packed words, do you think he’ll be tempted to read it?
If you do have ample white space and generous margins, short sentences, short paragraphs, subheads, and an italicized or underlined word here and there for emphasis, it will certainly look more inviting to read.
When reading your letter, some prospects will start at the beginning and read word for word. Some will read the headline and maybe the lead, then read the “P.S.” at the end of the letter and see who the letter is from, then start from the beginning.
And some folks will scan through your letter, noticing the various subheads strategically positioned by you throughout your letter, then decide if it’s worth their time to read the entire thing. Some may never read the entire letter, but order anyways.
You must write for all of them. Interesting and compelling long copy for the studious reader, and short paragraphs and sentences, white space, and subheads for the skimmer.
Subheads are the smaller headlines sprinkled throughout your copy.
When coming up with your headline, some of the headlines that didn’t make the cut can make great subheads. A good subhead forces your prospect to keep reading, threading him along from start to finish throughout your copy, while also providing the glue necessary to keep skimmers skimming.
Popularity: 13% [?]
5. The Unique Selling Proposition (USP)
Also known as the unique selling position, the USP is often one of the most oft-misunderstood elements of a good sales letter. It’s what separates your product or service from your competitors. Let’s take a quick look at some unique selling propositions for a product itself:
1) Lowest Price – If you’ve got the corner marketed on budget prices, flaunt it. Wal-Mart has made this USP famous lately, but it’s not new to them. In fact, selling for cheaper has been around as long as capitalism itself. Personally, I’m not crazy about price wars, because someone can always come along and sell for cheaper. Then it’s time for a new strategy…
2) Superior Quality – If it outperforms your competitor’s product or is made with higher quality materials, it’s a good bet that you could use this fact to your advantage. For example, compare Breyers Ice Cream to their competitor’s. From the packaging to the wholesome superior ingredients, the quality is evident. It may cost a little more than their competitor’s ice cream, but for their market, it sells.
3) Superior Service – If you offer superior service over your competitor’s, people will buy from you instead. This is especially true with certain markets that are all about service: long-distance, Internet service providers, cable television, etc.
4) Exclusive Rights – My favorite! If you can legitimately claim that your product is protected by a patent or copyright, licensing agreement, etc., then you have a winner for exclusive rights. If you have a patent, even the President of the U.S. must buy it from you.
Ok, what if your product or service is no different than your competitor’s? I would disagree, because there are always differences. The trick is to turn them into a positive advantage for you. You want to put your “best foot forward.” So what can we do in this scenario?
One way is to present something that your company has devised internally that no other company does. Look, there’s a reason why computer store “A” offers to beat their competitor’s price for the same product by X%. If you look closely, the two packages are never exactly the same. Company “B” offers a free scanner, while company “A” offers a free printer. Or some other difference. They are comparing apples to oranges. So unless you find a company with the exact same package (you won’t…they’ve seen to that), you won’t be able to cash in.
But what if you truly have the same widget for sale as the guy up the road?
Unless your prospect knows the inner workings of both your and your competitor’s product, including the manufacturing process, customer service, and everything in-between, then you have a little potential creative licensing here. But you must be truthful.
For example, if I tell my readers that my product is bathed in steam to ensure purity and cleanliness (like the cans and bottles in most beer manufacturing processes), it doesn’t matter that Joe’s Beer up the road does the same thing. That fact that Joe doesn’t advertise this fact makes it a USP in your prospect’s eyes.
Want some more USP examples?
• We are the only car repair shop that will buy your car if you are not 100 percent satisfied with our work.
• Delivered in 30 minutes or it’s on us!
• No other furniture company will pay for your shipping.
• Our recipe is so secret, only three people in the world know it!
As with most ways to boost copy response, research is the key with your USP. Sometimes your USP is obvious, for example if you have a patent. Other times you must do a little legwork to discover it (or shape it to your target market).
Here’s where a little persistence and in-person selling really pays off. Let me give you an example to illustrate what I mean:
Suppose your company sells beanbag chairs for kids. So you, being the wise marketer that you are, decide to sell these beanbags in person to prospects before writing your copy. After completing twenty different pitches for your product, you discover that 75 percent of those you visited asked if the chair would eventually leak. Since the chairs are for kids, it’s only logical that parents would be concerned about their youngster jumping on it, rolling on it, and doing all things possible to break the seam and “spill the beans.”
So when you write your copy, you make sure you address that issue: “You can rest assure that our super-strong beanbag chairs are triple-stitched for guaranteed leak-proof performance. No other company will make this guarantee about their beanbag chairs!”
Popularity: 7% [?]
2. Emphasize Benefits, Not Features
What are features? They are descriptions of what qualities a product possesses.
• The XYZ car delivers 55 miles per gallon in the city.
• Our ladder’s frame is made from a lightweight durable steel alloy.
• Our glue is protected by a patent.
• This database has a built-in data-mining system.
And what are benefits? They are what those features mean to your prospects.
• You’ll save money on gas and cut down on environmental pollutants when you use our energy saving high-performance hybrid car. Plus, you’ll feel the extra oomph when you’re passing cars, courtesy of the efficient electric motor, which they don’t have!
• Lightweight durable steel-alloy frame means you’ll be able to take it with you with ease, and use it in places most other ladders can’t go, while still supporting up to 800 pounds. No more backaches lugging around that heavy ladder. And it’ll last for 150 years, so you’ll never need to buy another ladder again!
• Patent-protected glue ensures you can use it on wood, plastic, metal, ceramic, glass, and tile…without messy cleanup and without ever having to re-glue it again—guaranteed!
• You can instantly see the “big picture” hidden in your data, and pull the most arcane statistics on demand. Watch your business do a “180” in no time flat, when you instantly know why it’s failing in the first place! It’s all done with our built-in data-mining system that’s so easy to use, my twelve year-old son used it successfully right out of the box.
I just made up those examples, but I think you understand my point.
By the way, did you notice in the list of features where I wrote “steel alloy?” But in the benefits I wrote “steel-alloy” (with a hyphen). Not sure off-hand which one is correct, but I know which one I’d use.
Here’s why: you are not writing to impress your English teacher or win any awards. The only award you’re after is your copy beating the control (control being the best-selling copy so far), so take some liberty in grammar, punctuation, and sentence structure. You want it to be read and acted upon, not read and admired!
But—back to benefits…
If you were selling an expensive watch, you wouldn’t tell your reader that the face is 2 inches in diameter and the band is made of leather.
You show him how the extra-large face will tell him the time at a glance. No sir! He won’t have to squint and look foolish to everyone around him trying to read this magnificent timepiece. And how about the way he’ll project success and charisma when he wears the beautiful gold watch with its handcrafted custom leather band? How his lover will find him irresistible when he’s all dressed up to go out, wearing the watch. Or how the watch’s status and beauty will attract the ladies.
Incidentally, did you notice how I brought up not squinting as a benefit? Does that sound like a silly benefit? Not if you are selling to affluent baby boomers suffering from degrading vision. They probably hate it when someone they’re trying to impress sees them squint in order to read something. It’s all part of their inner desire, which you need to discover. And which even they may not know about. That is, until you show them a better way.
The point is to address the benefits of the product, not its features. And when you do that, you’re focusing on your reader and his interests, his desires. The trick is to highlight those specific benefits (and word them correctly) that push your reader’s emotional hot buttons.
Popularity: 7% [?]
1. Focus on Them, Not You
When a prospect reads your ad, letter, brochure, etc., the one thing he will be wondering from the start is: “what’s in it for me?”
And if your copy doesn’t tell him, it’ll land in the trash faster than he can read the headline or lead.
A lot of advertisers make this mistake. They focus on them as a company. How long they’ve been in business, who their biggest customers are, how they’ve spent ten years of research and millions of dollars on developing this product, blah, blah.
Actually, those points are important. But they should be expressed in a way that matters to your potential customer. Remember, once he’s thrown it in the garbage, the sale is lost!
When writing your copy, it helps to think of it as writing a letter to an old friend. In fact, I often picture a friend of mine who most closely fits my prospect’s profile. What would I say to convince this friend to try my product? How would I target my friend’s objections and beliefs to help my cause?
When you’re writing to a friend, you’ll use the pronouns “I” and “you.” When trying to convince your friend, you might say: “Look, I know you think you’ve tried every widget out there. But you should know that…”
And it goes beyond just writing in the second person. That is, addressing your prospect as “you” within the copy. The fact of the matter is there are many successful ads that weren’t written in the second person. Some are written in the first person perspective, where the writer uses “I.” Other times the third person is used, with “she,” “he,” and “them.”
And even if you do write in the second person, it doesn’t necessarily mean your copy is about them.
“As a real estate agent, you can take comfort in the fact that I’ve sold over 10,000 homes and mastered the tricks of the trade”
Although you’re writing in the second person, you’re really still focusing on yourself.
Popularity: 9% [?]
Bloggers make mistakes all the time. But most of them are easy to avoid, and even easier not to create in the first place.
Mistake one – not sticking to the topic of your blog.
Blogs are designed around a theme – and the more focused the theme, the more likely you’ll attract interested traffic. Most new bloggers however either ‘cast around’ for a theme, hoping to hit on something that works, or are just scattered in general.
Solution – keep your posts as focused as possible on the overall topic that you set out for your blog.
Mistake two – Not driving traffic to their sites.
Blogging isn’t just about posting content. Unfortunately, most people think that ‘if they build it, they will come’ and thats simply not true. not updating often enough – most bloggers start out really well – they write lots of posts and then, it tapers off. They become discouraged, or worse, they think they aren’t doing ‘it right’. Blogging needs just as much attention as any other site, sometimes more so – and like most sites, unless you hit on something really big, you’ll find that you don’t make much of an impact at first.
Driving traffic to your site CAN be fairly simple though – you can do it by taking part in other sites, and using your url in your sigline, you can comment on other blogs, or bookmark your site – with wide exposure you’ll gain far more traffic than simply relying on SEO.
Mistake three – not connecting with others in your niche
Solution – its important to contact others in your niche, because it gives you a chance to participate in link exchanges. One of the best ways to do this is ‘mutually’ recommend one another’s sites – you can do this, quite simply, by asking the site owner to review your site, and you can do the same. That way, you’ll build a more valuable ‘link base’ for the person you’re reviewing, and though they are creating a two way link exchange with you, the review style link exchange is always more valuable.
No matter what mistakes bloggers make, there’s always a way to fix them – by working on the solution, you’ll find that implementing the solutions will help immensely.
Popularity: 7% [?]