GET MORE OUT OF MY SITE HERE
If you’re a copywriter, I think you can agree with me when I say:
“Writing copy for a product or service is tougher than hell.”
Well, believe it or not, we can fix that.
Get more out of my site HERE.
Learning how to write advertising copy is an important marketing skill. Even if you don’t master the craft, you should understand what good copy looks like.
Years ago, I decided to learn as much as I could about copywriting. So I set out to find the cheapest, yet best sources of information I could on the subject.
By Mark Elmo Ellis – Get more out of my site HERE
You’ve been writing great long form blog posts with loads of in-depth graphics and charts. You have also taken the time to carefully select your keywords and optimized your post for SEO.
However, your traffic sucks and you feel like you’ve been gaining no traction.
Worse than that, you are not making any money with your blogging at all.
This is Part II of an in – depth analysis of a sales letter I received a few weeks ago from Forbes Magazine. To read Part I go to this post: Autopsy of a Sales Letter Part I
Where’s the Evidence?
Most sales letters usually have some sort of evidence in them to prove they can do what they are saying they can do. You will normally see all sorts of testimonials in them from happy customers and clients that reinforce the claims are being made. However, in the Forbes sales letter there aren’t any. Continue reading
This is part three of a series of posts on how to write a blog post that’ll get you maximum trajectory.
In this particular post, I’m going to show you how write the bulk of your post so that you can hammer it out with as little difficulty as possible.
If you’ve done the prep work , you’ll be able to write your post with relative ease.
I hope this session will help you write your posts with as little hassle as possible.
Enjoy! Continue reading
When you’re trying to make your blog posts as interesting as possible, you need to do everything you can to grab your readers by the eyeballs and drag them into your post. This video will show you exactly how to do that within seconds using two programs: Vengage and PaintShop Pro. Continue reading
Many online businesses have professionally designed websites that don’t convert well.
This is primarily due to copy on the page that isn’t customer oriented, while ignoring the importance of optimization for conversion.
Not only are these sites not optimized, tracking the conversion rates to see what conversion events were used to generate interest from prospective clients is usually ignored as well. Continue reading
You are doomed. Let’s face it, if you continue market your business as if the copy on your website, brochures, and sales letters doesn’t mean squat, then you’ll continue to have low response until your client base has dried up.
The problem with most businesses that have to sell their investment vehicles and services, is they don’t fully comprehend the sheer magnitude and power behind a well written sales piece.
Think about a really well written sales letter, for example. The sales letter gets delivered into the hands of your prospect directly, and instead of hearing your message on the radio, your prospect is actually holding it and reading it. Even if you only have that prospects attention for 4 seconds, that’s probably a lot more time of undivided attention that a potential client will ever give an online ad, TV commercial or some other form of advertising.
One or Two Little Things Can Make All the Difference in the World
Years ago, I sent out two groups of sales letters. One batch had just my marketing message on it, with a picture of the item I was selling on it.
The other sales message was exactly the same except for two things. The second sales message had a dollar bill attached to it, and the headline read: “Can You Guess Why I’m Sending You This $1 Bill?”
The second ad drew a much higher rate of response than the first one of course.
As the years went by and I studied more and more about the art of copywriting, I learned that not only do big changes in copy make a difference, but also little things as well.
I got this one from the famous marketer, Dan Kennedy: A company ran two ads trying to sell a musical item using very similar wording.
The first one said, “Put Music into your life!”
The second one said, “Puts Music into your life!”
The response on the second ad was much greater than the first. The reason? The first ad indicated that YOU were putting music into your life, while the second one indicated that the music was being put into your life by SOMEONE OR SOMETHING ELSE.
One indicated effort on the part of the prospect while the other did not. So, having said all that, it’s a fairly easy assumption that it’s the little things in your copy can have drastic effects on your response rates and bottom line.
Ignore These at Your Own Risk !!!!
Narcissistic Copy —The biggest error I see on most real estate investment and development firm’s website copy, is what I like to call “Narcissistic Copy”. This is landing page copy, either written or paid for, (wasted money in my opinion) that focuses on the host business and ignores the wants and needs of the consumer. It usually tells the prospective client how great the company is, how many awards the company has won, and the pedigree of the sales team. In other words: a lot of bragging. When a client lands on your site, they don’t care about the volume of your business or how great you are. What they want to know is, “What’s on it for me?” So, your copy should almost always address what benefits you can provide for them, and the more benefits that you can list for them the more your message will resonate with your prospects.
Uniqueness —In a raft of penguins, a bright pink one will definitely stand out. You need to explore and crow about your Unique Selling Proposition (USP). What is it about your firm that makes yours stand out from the pack? Is there some aspect of your company that is unique or does it specialize in some aspect of your market that you can focus on?
Proof of Greatness —Probably one of the most overlooked parts of advertising copy when it comes to real estate firms, is the use of Testimonials. Nothing speaks louder than a testimonial from a happy client, especially when they are willing to put their names on it. If you have clients that have been doing business with you for years, they will more than likely be happy to give your firm their endorsement.
Use Recognized Symbols —The use of well-known symbols from organizations that you are affiliated with can be a major boost. If you’ve been featured on a TV show or given them an interview, it really helps to have their logo on your landing page or brochures with the words, “As seen on NBC’s Today Show!” Other seals and emblems on your site, such as the Better Business Bureau’s icon, can lend credibility as well.
Guarantees — If your company has any types of guarantees or other assurances that can be leveraged in your copy, it will make your offer so much sweeter. If your firm doesn’t offer any types of guarantees, you may want to have a brain storming session to try to figure out a way to create one.
If you are missing any of these important, persuasive elements in your copy, you may want to consult or hire a solid copywriter to craft them for you. Sure, on the front end you’ll have to spend some good money, but the copy you use can convert for years to come.
If you’re looking for a solid copywriter that will take you by the hand and give your company’s copy the care and attention that it deserves, then contact me at the info below.
To Your Success!
Mark “Elmo” Ellis
phone: (859) 797-9560
If real estate development and investment companies treat their sales pieces, brochures, business cards, and advertisements the same way they treat their landing pages, then I would bet that they are wasting their money. I have a cure for it and you can access it here: “Turn My Real Estate Investment or Development Company’s Landing Page into a Prospect Magnet Now!”
Just to give you an example of the dynamic, and persuasive copy I have found on some of the major player’s sites, I have taken this opportunity to present some of it to you. You may want to buckle your seatbelts so that you won’t get sucked it to the vortex of this dynamic copy, and then find that your bank account is empty at the end of it.
I’m talking convincing stuff here!
Here is the epic copy:
“Our company has been in business for over 20 years and has won several XYZ awards for excellence. We also have 30 highly educated partners that are committed to excellence. Since the inception of our firm, we have managed well in excess of 50 billion dollars in properties around the world. Our company also closes 5 transactions every second, making it the preferred hub of real estate investors in more than 30 countries. Our leadership is world renowned for its underwriting, negotiating, analysis, and positioning.”
Of course, the problem with this copy is that they have forgotten the overriding, galactic, and fundamental question that every prospect wants answered which is, “What’s in it for me?” Not only that, but they are assuming that everyone that goes to their website is a college educated and finance savvy prospect which is probably NOT the case.
Whenever you talk to a firm about these problems, the first words out of their mouths is, “Oh, we can’t fix that! We really don’t want to redesign our site at this time.”
I recently wrote a free report on this subject that showed exactly how to fix this problem without having to go to the trouble of getting your web designer to change things. You can access it by going to my site and grabbing it. But I can assure you here that you do not have to redesign your website, all you need to do is to have different words on the page.
I do explain how to redesign the site in case you want to go all out with a high converting make over, but it’s not necessary. Here’s a few things that I covered:
You Don’t Have to Read a Lot of Crap!
This report is concise and gets right to the point. I didn’t want to waste your time with a 500+ page eBook that was loaded with all kinds of fluff and information that wasted your time. This report really does cut through the crap and gets right to the heart of the matter, which is how to turn a zombie-like landing page into a high converting, client magnet.
I’m sure you’re thinking that you could get this kind of information anywhere, and you’d be right. You can bounce around the Internet for hours trying to gather the same information or try to wade through a 700 page book that’ll eventually sit unread on your hard drive.
You can get just the info you really need to know and start converting prospects into clients immediately…
The choice is yours.
Once again, head on over to my site and get your free copy now here:
To Your Success!
Mark “Elmo” Ellis
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 we 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.
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 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:
To Your Success!
Mark “Elmo” Ellis