How Not Knowing Copywriting Research Makes You a Rookie

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You’re looking at a blank piece of paper and you have no clue where to start.

You have a client that has to have copy written on his latest coffee maker and needs the work completed in less than three weeks. He wants copy written for the box the coffee maker comes in, and for online ads.

All of a sudden, you feel like you’re in a pressure cooker. You don’t know much about coffee makers, much less the people that drink coffee because personally, you can’t stand the taste of it.

Yep, you’re in a tight spot alright.

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Copywriting Training by the Numbers

copywriting training by the numbers

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Are you a discouraged copywriter?

Do you have the desire to learn the art, but have no idea how you should practice? By learning the important parts of a sales letter and then practicing the skills relentlessly, you can learn how to write decent copy in about a year.

In this lesson, I’m going to give you a blueprint that will take you step by step through the process of writing a standard sales letter.

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Create All the Best Images for Your Blog in Minutes

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Create All The Best Images for Your Blog in Minutes – Special Report by Mark Elmo Ellis – Get more out of my site HERE.

Your blog is boring, lifeless, and devoid of anything fun or engaging.  Even your mother is ignoring your blog.

The reason for this is quite simple; your posts have nothing but blocks of text on them.

If you can create all the best images for your posts – making them engaging, relevant, and professional you will definitely have a captive audience.  Studies have shown that blog posts that have pictures on them get almost 95% more views than posts that do not.

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How to Become a Copywriter Supreme Using These 7 Research Tools

Mark Elmo Ellis – Get more out of my site HERE

The ability to write copy by using great structure, overcoming objections and compelling words can make you a great copywriter.  However, the measure of your success will not be measured by how much your client likes the way you wrote your copy or if your client looks at your work and says “well done”.

Your success will entirely depend on one thing…how much money your copy brings in at the end of the day.

There are a couple things that you can do that will reel prospects in far better than an average writer can do that just cranks out mediocre copy.

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4 Steps to Learning Sales Copywriting Online for Free

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Leaping up the steps to copywriting success!

Mark Elmo Ellis – Get more out of my site HERE

There’s a great story about Pablo Picasso.  He was in a restaurant once and an elated fan came up to his table and asked him if she could have his autograph.

“Could you also draw a little picture on it, just so my friends will know it’s really you?” she added.

Picasso didn’t even flinch. “Of course.”

He then knocked out a quick study on the napkin with a pen that the woman provided.

“There you are Madam.” Picasso smiled.

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The Extreme Field Guide to Guest Blogging

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One of the best ways you can quickly get targeted traffic and people of influence linking to your site is by guest posting.

Even though you’re guest posting on someone else’s blog you’ll still need to make sure that you put just as much care into your guest posts as you do into your own blogs posts.

The reason for this is simple: you are building your reputation ―not only with the audience but also with the blog owner. Continue reading

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4 Easy Ways to Make Money With Your Blog – In No Time!

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If you’re a person that’s blogging for pure fun, writing random poetry, or using a blog platform for a diary, you’re not going be interested in this post.

Most people I’ve talked to want to know how to use a blog to make money, or if you can actually make money with your blog. Continue reading

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“How RV Manufacturers Can Explode Their Sales 35% or More Using Email!”

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The market for your vehicles is up, but your sales aren’t nearly where you’d expect them to be.  You’ve got a better product than many of the other companies, but somehow those manufacturers are connecting with prospects better and making more sales.

You’ve read in industry trade magazines and sites that most of the sales are starting online.  Now, social media, email, and websites are the new game for generating revenue and bringing in new prospects…and you desperately want in.

Your mind swarms with ideas and information you’ve been fed from the Internet, but you don’t know where to start.  As a marketing and sales pro, you’re expected to “bring home the bacon”, but lately you’ve been delivering cans of Spam, and your boss isn’t too happy.

Just diving in without a strategy isn’t a good option either. You could waste a lot of time and money experimenting.  But you need to do SOMETHING, like have an organized plan to generate a list of good prospects; however you’re not sure where to start…

Don’t fret too much, because I have a few off-beat ideas that’ll get your email marketing campaign up and running in no time!

Before we get to that, let’s kill a few marketing sacred cows and talk about what not to do, like…

Don’t Build Lists on the Internet

99% of the Internet marketers out there will tell you that collecting email lists from traffic on a website is the way to go.  And perhaps it is for many industries like software, or selling courses online.

But when you’re selling high ticket items like RV’s, you’re dealing with a different animal entirely.

For one thing, buying a piece of software, or a $30 eBook on how to raise emus is usually an impulse buy.

When people are buying vehicles, especially Rec Vehicles, they’re considering a wide range of benefits, features, and options.  The price tag is much bigger and the selling exploding email salesprocess is much longer.

So, expecting people to just go to your site and hand you their email is probably not going to happen.

Another common online soliciting tactic is to have an opt-in autoresponder box on your site so that people will send you their email.

Usually, an offer is made to get a free “thingy” of some sort (free eBook, free coupon, free anything cheap) in order to entice people to hand you their email address.

If you’ve been involved in any sort of marketing for more than 5 minutes, you know exactly what I’m talking about.

And that’s my point.

Every business online has an offer like this, and every business wants to give you something for free.  Let’s face it: It’s been OVER-DONE.

One major problem with this, is actually creating a “thingy” that’s worthy of a prospect’s attention.

If you want it done right, you’ll want your free “thingy” to be stellar.  You’ll want it to be in the “Thingy” of the Month Club,― the freebie that gets shared all over the net virally as an industry standard.

Unfortunately, creating something like that requires a lot of time and money.  It’s also risky, because if it doesn’t hit the mark, it could be a big waste of time, and actually turn prospects off.

Another problem with collecting email addresses online is the auto-responder/email service itself.

(Near the end of this article, I’m going to show you two free or dirt-cheap ways to connect with people through your website.)

Usually, these are paid services that you have to have set up on your site.  If you don’t know how to do this you’ll have to get a web designer to do it for you.

After you’ve got it up on your site, you’ll need to have a way to immediately maintain and set up a thank-you message delivered for people for signing up.

This must be done with some thought if you’re going to establish a highly-polished, professional appearance that starts the sales process.

Which leads me to the next topic…

 

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Don’t Sell In Your Email Campaign

I know that telling a sales or marketing manager to not sell is just like telling a fish not to swim, but you need to reel it in. (No pun intended.)

People are sick to death of traditional selling because they’ve been lied to, pestered, and in some cases, actually harassed by sales people.

The last thing they want to do is read an email where you‘re telling them you’re going to call them…especially if they feel like they don’t really know you.

Not only that, but they don’t want to read an email that tells them what your needs are, as in this example I received in my inbox this month:

“WE HAVE OVER 4 MILLION DOLLARS WORTH OF “USED” INVENTORY!!! Hello, my name is Joe Blow and I am the Used Car Director here at Toyota On Podunk Lane. We are overstocked with used Cars,Trucks,Suvs,and Minivans. I need to reduce my inventory this weekend and I will pass the savings along to you! Almost everything is ON SALE!!”

What I felt like writing back to Joe was:

“Gee, I’m sorry to hear that you’re overstocked.  Perhaps you shouldn’t order so many freakin’ trucks the next time.  If I didn’t know better, I’d say the reason you’ve got to get rid of them cheap is because they aren’t so good in the first place…Just sayin’!”

(Actually, my wife and I love Toyota vehicles; we’ve always had one in the family at one time or the other.)

But the point is you’ll need to focus on the needs of your prospects and customers, and definitely not the needs of you or your company.

You’re going to need to use more sophisticated methods, how to use email to gain trust, build loyalty, and eventually win sales from your list.

You Have No Idea What You’re Doing…Do You?

Another problem with any email campaign is knowing what to say and how to say it.  If you aren’t savvy with online writing or how the game is played, you’ll definitely be at a disadvantage.

Email copy and campaigns are specialized fields.  They can be highly effective when written, designed, and used by professionals that understand what they’re up against.

Many times, companies will hire copywriters to write their email campaigns for them because they can do it quicker and cheaper than trying to do it themselves.

By the way, let’s make one thing clear about copywriter’s fees; the word “cheaper” is a relative term.

If you’re paying a director of sales $200,000+ a year, do you really want to waste his time writing email messages that should be written by a specialist, rather than have him running your sales and marketing force?

Do you want to hire an English major to write marketing messages for your company at the tune of $40,000 a year only to find out he has no idea what he’s doing?

So, a decent freelance copywriter that understands what it takes to advance your brand and resonate with prospects is well worth a solid commission.

Getting the Clouds to Part and the Sun to Come Out…

If you’ve had the stomach to read this far, you’re now well aware of the challenges an email campaign, as it applies to the RV industry, can be.

Hopefully, I haven’t put you off of using email in your marketing mix.

Please notice I said, “Marketing mix”.

It should be an important, integral part of your marketing strategy that works seamlessly with your other marketing tools.

Your email efforts should be a pipeline of valuable information that leads to a host of other information sources like social medial, newsletters sent by snail mail, trade shows, magazine articles, and other valuable information sources.

The main idea behind all of this is to establish long term trust by increasing exposure of your company through a variety of marketing platforms.

Email can be the hallway to your other marketing efforts provided you have a plan and method of executing it. (Tweet this!)

Four Strategies for Generating Results with Email

Rather than write an extensive article that’s loaded with fluff, I’m going to hand you four effective Email marketing steps that’ll get you started right away.

Yes, these steps will take time and effort, but the results will be significant.

  1. Grab email addresses from anywhere you can get them. If you are at a trade show, or a promotional event and someone approaches your station, get their email.

 

Have a physical product on hand that you can give them for signing up.  If they have kids, offer a free cookie for their address.

 

If you have people that wander into your business, do whatever you can to get their email address.  Don’t merely rely on Websites or traffic to get email addresses, ask for them every chance you get.

There’s a load of ways to build your email register, and here’s a list of 29 ways you can collect email addresses.

  1. Your email pieces must have a great subject line. In the same way a great headline is massively important to a direct mail piece, so is a great subject line to an email message.

You need to have a dynamic headline that has a main benefit while generating curiosity to your prospects.

If you fail to grab their attention right away, or your email looks like spam, they’ll trash you in seconds. This is the reason why you should almost always use the prospect’s name in the subject line if you can.

Here’s a few examples of what I mean:

“Happy Birthday, Joe!  Free Surprise Inside!”  

(Now, who wouldn’t open that, even if it wasn’t your birthday?)

“What are our customers saying?”

(This is perfect for an RV manufacturer, especially if the email body is loaded with testimonials from happy clients.)

“The Star-Class Explorer – New Video!”

(If your company has a new promotional video out, you can use this.)

  1. Create a plan for your email campaign. Good copywriters will write out a detailed plan of action for their email campaigns, and so should you.  Usually, they will write out information like the email number, title, primary and secondary reasons for the email, and the title.

This way, you can easily see the pattern and when different sequences should occur.  You don’t need any special software to do this, either Excel or Word will do, but it does take thought, time and effort to plan and execute an email campaign like this.

  1. Do everything you can in your email campaign to avoid looking like spam. Like:
  • Using caps on all your letters in the subject line
  • Using funny looking characters that look like this:
  • Make sure you use unsubscribe links.
  • Never, ever write a misleading headline. People will get mad as fire ants if you misrepresent yourself and they won’t forget it.
  • Eventually, get a good email management system and use their professional looking templates.

Some Shortcuts that are Legit

Since running an email campaign might seem a little daunting to you, here are a few ideas that may help you get started quickly while reducing your workload.

  • Hire an expert to get the job done right. A good copywriter can make a major difference in your campaign and bring in prospects and sales for years to come.  So, if you don’t have anyone on staff that can do the job properly, try to find a freelancer that can do the job right.
  • Make your email connect with other forms of marketing. If your email has drop-dead information in it, see if you can get your subscribers to share it on social media sites.  You could also have the subscribers sent to a place where they can subscribe to other means of connecting with you like a YouTube channel, or a newsletter that’s sent monthly via regular carrier.
  • If you want to get on the fast track on building your email list quickly, get all of your company’s employees on board as fast as possible. Have them encourage their friends and families to share and forward your email.  Go through your entire company’s listing of past customers and business connections and see if you can get them on your list as well.
  • Direct mail is still very effective and you can send out a monthly newsletter that lets your past customers and friends know you still care. You can encourage people to connect with your business online through the newsletter.
  • Yes, you can still get email from Internet traffic. However, you need to redesign your site and optimize it for getting prospects to take action and sign up.  I recently wrote a white paper on this subject for real estate developers, but its applications can be applied to just about any business. You can get it here:  How to Immediately Increase Your Conversion Rates

Take Action … Pronto!

If you’ve read this post and it resonates with you…Great.  However, if you don’t take any action to get the ball moving, a fat lotta good it’ll do you.   You should now have enough ammunition to start a full-fledged email campaign.

Step back and think for a moment.

Imagine not just having a large list of prospects, but an email system that brings in customers to your door automatically and keeps clients in the loop so that they’ll recommend you. Your sales are way up and your marketing team has more work than they can handle.

Using email in your marketing efforts, it is entirely possible to build a loyal network of clients and prospects that’ll help you fill your sales funnel and increase your revenue.

It happens to companies across the globe every day, and it can happen to your company too.

Print this post up and share it with your sales department.  Find out what you can use, and start today! 

Tips on Sites and Software

I am not affiliated with any of these companies, nor do I make any commission from them.  I merely use them in my business, so this is a completely honest evaluation.

The email service I’m currently using is called Mail Chimp and it’s one of the cheaper email management systems online that you can use.  It’s free ― up to 1,000 email addresses, so you can test drive it and won’t have to pay anything until your email list builds up.  It’s not hard to set up, and if you use WordPress like I do, it has a plugin that sets it up real easy.  It works well and I love it.
The other tool that I use that’s outstanding is My.Setmore.  My.Setmore is an online appointment setting tool that will make it super easy for prospects to set up appointments and calls with you.  It is rather simple to put on your site (I had my appointment buttons and account set up in about 15 min.) and if you want to check it out, just click the appointment button on my site and take a look at it. (Don’t worry, you won’t have to set an appointment…unless you want to!)

One last tool I’d like to mention is Neil Patiel’s HelloBar.  Hello Bar is a super easy way to collect email by using a friendly popup whenever you enter a site.  Hello Bar not only collects email addresses, but it also lets you know how many people have been on your site and looked at your offer.  This is a great tool to integrate into your landing page and help you to collect email subscribers.

Mark “Elmo” Ellis is a jazz trombonist turned copywriter that loves helping entrepreneurs and businesses succeed. Check out his blog where he unveils killer marketing and copywriting tactics that you can use right away. You can also read more about his journey to becoming a copywriter here: MarkEllisCopy.    

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“Real Estate Investment and Development Firms – Suck in Prospects Like a Vortex With This Great Marketing Vehicle!”

Usually, you hear all kinds of okeydokey about how great blogs and social media can be for getting customers, clients, and prospects into your online door.  And while a lot of that hype is partly true, I can assure you that there are other methods of traffic generation that works just as well.

Before I get too deep into those waters, I just want to make sure that you realize there are a lot ways (either paid or free) that you can use to get people to your landing page; however, none of that will matter much if you don’t have converting copy on your page to get prospects to take the action that you want them to take.  So please, a little respect for the copywriting industry, ok?

In the realm of real estate investment and development firms, many of the CEO’s, firm partners and players in those fields are a pretty sophisticated bunch.  Just to be clear, I’m not talking about your average 8th grade internet reader here, I’m talking about highly educated engineers, investors and CEO’s that are running these companies. These people are a different mindset that regular Internet marketers.

(Please read my last article about my epic fail of a marketing strategy, here.)

The Hard Lesson I Learned From Sending Army Bands $1.00

To give you an illustration of what I’m talking about, I’ll draw on my own personal experience to show you what I mean.

Years ago, my wife and I manufactured and sold an item to military bands around the world.  This was an easy sell, because the bands all needed the item we sold badly, so bandsmanwe didn’t really have to sell the item so hard.  However, being the entrepreneur and marketing wannabe that I am, I decided to see if I could get a higher conversion rate out of the sales letters I was sending out.

I was fortunate enough to have gotten a list of the army bands from the department of defense that even had the names of the supply sergeants for each band as well.  I borrowed an idea from the famous copywriter, John Carlton, and stapled a dollar bill to the top of each sales letter I sent to the supply sergeants to really get their attention.

To cut a long epic short, I got a lot of calls from army bands, alright.  They called me off the hook to explain to me that I couldn’t send them money like that because it was considered a bribe, plain and simple.

So, the big lesson here is: Right idea…Wrong format!

It’s the same thing with the sales letters and different formats you’d use with sophisticated clients in the real estate industry; certain marketing formats will work much better with these types of clients.

If you’re dealing with high end real estate investment and development executives, then a well-researched and data driven white paper is the way to go.  As it turns out, these professionals love data and information, so white papers, if they are done right can be a great marketing tool.

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Within Striking Distance with this Strategy

Here’s the main difference between white papers and blogs, sales pages, and other types of marketing vehicles:

  • White papers are written in a much more formal tone than other types of information products and they are very similar in nature to case studies and research papers
  • Good white papers use graphics sparingly and the use of well researched charts and graphs is a must. If you use a bar graph, then make sure you list a credible resource for the material that you are presenting
  • White papers can be given away liberally and it doesn’t take very long before you can actually get your study into the hands of the right people
  • When marketing with a white paper, make sure you keep the marketing aspect of it light so that it does not appear that you are marketing with it. If you do put any type of marketing message with your white paper, make sure that it is brief and at the very end of your report in your bio section

free reportWhite papers can be great marketing vehicles, and can be used to get your marketing message out without posting loads of ads on your website of blog.   If you’re interested in writing your own white paper, here are some links to sites that can get you started:

8 Rules for Writing White Papers 

4 Keys for Writing Compelling White Papers 

How to Write a White Paper 

9 Steps to Writing White Papers

To Your Success!

Mark “Elmo” Ellis

www.elmocopy.com

 

 

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