Copywriting Info Kit+ Copy that Closes

www.AmyPosner.com | amy@amyposner.com | 360.357.0859Marketing and Copy that Grows Your Business

www.AmyPosner.com

amy@amyposner.com

360.357.0859

Amy Posner is a Dan Kennedy Certified Copywriter for Information Marketing

Copywriting Info Kit

Amy PosnerDirect Response Copywriter & Marketing Strategist

BusinesslikeProfessionalResults DrivenAccessibleProven Track Record

The Copywriting Process, What to Expect.

Thanks for your interest in my Copywriting and Strategic Marketing services.

Perhaps you requested information out of curiosity. Chances are you need a solid direct response copywriter – someone who combines writing skills and sales ability with technical know-how and in-depth marketing knowledge.

If I were sitting across the table from you, you’d askquestions to determine if my skills and experience werea fit for your needs.

Can You Give Me a Broad Overview of Your Copywriting and Marketing Experience?

I bring strategic thinking and an in-depth understanding of marketing to every project. I’ve been writing for clients since 1991 and have been a business owner since 1986. My early successes came from writing copy for my own companies, growing them quickly. Marketing was my favorite part of business ownership. Later on, that passion crystalized into writing copy for clients around the globe and teaching marketing strategy in Canada, the U.S., Sweden, France, the U.K., India and Dubai.

I bring strategic

thinking and an in-depth

understanding of marketing to

every project I work on.

Let me provide some answers based on the hundreds of conversations I've had with clients and prospective clients.

Why Hire Amy? Results.

I'm an avid reader and study the marketing, advertisingand writing greats - past and present. I read marketing newsletters, white papers, ads, other copywriter's work and keep current on latest best practices in online and direct mail marketing. I have an extensive library on a wide variety of topics including marketing, marketing strategy, personal development, writing, reference, business develop-ment as well as a collection of thought leaders from a variety of disciplines.

What Makes You a Good Choice? I Have No Time to Waste

Again, thank you SO MUCH for all your hard work on my web copy and slide deck. You’re a true professional. I love the tone and language. Concise, to the point, and clear. I love how everything is written to the customer’s need and perspective. And I like the main points that you decided to focus on. Really, it’s exactly what I wanted.

I would say that my main hesitation to hiring a copywriter (because I never had before) was wondering if you would ‘get it’. How can you, after just a couple brief conversations, articulate my goals, services and culture better than I can after spending 10 years working on it? Well, while reading through your copy, that was the consistent thought I was having: “She gets it.” Thank you! ~ Nathan Aune, Patient Recruitment Ads, Tacoma, WA

Can I Count on You to Meet Deadlines and Not Act Like a Prima Donna?

My strong suit as a writer and strategist is my ability to quickly understand industries, businesses, people, and propositions. Frankly, it's the "secret sauce" I've developed over my nearly three decades in business, making the process flow smoothly and quickly for you. A client who owns a video production company in the medical field recently wrote me to say:

I'm obsessively reliable – I can’t help myself (!) I was raised in a family business and customer service was dinnertime conversation for us. My dad believed‘the customer is always right.’ He had some great stories of how he stayed positive in the face of bizarre requests – his sense of humor was well honed. I like to think mine is equally well developed. I value your time and know the right questions to ask to deliver the results you need. Your deadlines are dead serious to me. When you need me, I respond. You'll never wait around wondering, you'll know. When I'm working on your project, you've got ‘bat phone' access.

Can You Write in Different Styles?

I can write ‘buttoned-up’ intellectual copy like I’ve done for the medical profession. I can write big bold, in-your-face copy like I’ve done for network marketing companies, franchising, direct sales and even some offers in more conservative industries like finance and insurance.

What About Research?I can research with the best of them, and frankly, I’ve been doing this work a long time – I know my way around a reference library when online research just won’t do.

Are You Quick? What about Revisions?Often, I ‘nail’ copy on the first round. Once I know what you want and how you want it, there are usually very few changes needed on new assignments.

What Do You Teach Your Students?

I am the Direct Response Copywriting Instructor at the San Francisco School of Copywriting. I teach my students exactly how to write copy that moves the target audience to take action in clear and certain language that motivates response. I have extensive experience critiquing other people's writing and use that skill to help clients and students improve every aspect of their marketing writing.

Often, I ‘nail’ copy on

the first go-round. Once I know what

you want and how

you want it, there are usually very few changes

needed on new

assignments.

My being adept – and fast - makes your life easier, the quality predictable and the results you need obtainable.However, the job isn't complete until you're happy with the work. And, as long as they're submitted within 30 days of your receipt of my copy, revisions are included in my fee.

I believe that all good

marketing addresses the

challenges, pain and problems

– and sometimes

aspirations – of the target

market.

Do You Work with Agencies?

My Copywriting Process – What to Expect

Before I commit to your project, I'll take the time to understand your business, your needs and desired outcome for the project in question. I have a simple process for quickly understanding your UVP and USPs, your target audience, and your competition – so I can deliver the results you need. You can count on quality copy, delivered on time or early – that goes for revisions as well. I’m easy to reach and accessible – whichever way you prefer – phone, skype, email, or online. I work with Basecamp and Wrike and know my way around software and computers. I write everything needed for direct response copy – including content. I've tackled extremely complex ascension funnels and have written extensive video-based courses and membership websites with more moving parts than a Detroit assembly line. I specialize

in Sales Letters, Web Copy and Video Sales Letters. I have many years experience working with marketing and web development agencies. You can count on my complete confidentiality, so you never have to worry about compromising your client relationships. I work hard behind the scenes to make you look great.

Why Direct Response?I'm in the direct response copy space for a reason. I like results and particularly, improving yours. I'm about hard numbers and conversion, not brand awareness andimage. Nothing wrong with those, but unless you're Nike or Coca-Cola, you probably need every dollar and dime you spend to deliver ROI and that's where I excel.

If you need a go-to writer who produces excellent quality – reliably, consistently, quickly and on time, I deliver – every single time.

What Industries Have You Written For?

What's Your Marketing Viewpoint?

I believe that all good marketing addresses the challenges, pain and problems – and sometimes aspirations – of the target market. Sometimes we touch on both problem and desire, to drive home a point and demonstrate to the reader what they're missing. We show them what they'll gain and what they stand to lose if they don't take action.

When the audience really ‘gets' that you understand them – to the point that you know what keeps them awake at night worrying - you build trust. The result? Your audience opens their mind to your solution to their challenge. Too often marketing asks people to take action without getting any buy-in, or building any rapport. That can work in some instances, but if your aim is to nurture prospects over the short- medium- and long-term (and honestly, that's where the money so many leave on the table lies) it serves to connect with them ‘where they live' by touching on what they care about most.

I’ve written B2B and B2C in a wide variety of industries, including:

• Information Marketing in a wide variety of fields, including in-depth content for “Done for You” services • Dental • Legal • Real Estate • Insurance • Medical Billing • Chiropractic

• MLM, Direct Sales and Network Marketing• Franchise• Nutrition and Wellness • Industrial• Marketing• Sales• Alternative Health• Non-Profits • Veterinary

• Coaching (personal and business)• Affiliate Marketing• Construction• Accounting• IT• Software• Automotive• Business Opportunity

When I discovered Amy Posner I was in need of a very complex and multifaceted marketing message.

Not only did Amy exceed my expectations, she was a great pleasure to work with and I now consider her a friend.

I highly recommend Amy Posner to anyone looking to connect with their customers through compelling copy. Thank you Amy for your hard work on my project.

Aaron KilbackKobary ProductionsVancouver, B.C. Canada

How would I describe working with Amy? Nothing but simple and easy. We’ve worked together for many years and I felt from the onset that she totally understood my vision and what I wanted from my copy.

She took the time to understand my market and my goals. She’s a brilliant marketer, which adds so much value for me. I can’t recommend her highly enough. She delivers!

Reeny BarronBusiness Coach & AuthorSydney, Australia

“She took the time to understand my market, so she can speak their language.”

What can I do for you?

We’ve worked with Amy continuously for a couple of years. Her copy is consistently targeted, efficient and response focused. Amy is constantly investing in herself to keep “sharpening her saw” and this has shown in the results. What’s more, she’s very pleasant to deal with and always hits deadlines on time. She’s a class act!

Will SwayneFounder, Marketing ResultsBrisbane, Australia

Amy Posner is a very talented marketer, with many years experience in marketing, including writing sales letters, websites, direct mail and email campaigns, white papers and print materials.

I’ve been working with her for close to 15 years and she gets it right every time.

Her passion for marketing shows in her brilliant copywriting – she’s written copy for my companies and clients in various industries: internet services, consumers of telecom services, wellness and education, even some highly technical engineering topics that I thought it would be hard to write marketing for. Amy actually made it easy.

I would highly recommend Amy with no reservations.

Thomas NieburgMarketExpanderStockholm, Sweden

Amy meets deadlines and over-delivers on value. She takes a project and adds an intangible that increases the value of the work.

She gives honest evaluations of projects and potentials. She is also more than willing to share her business knowledge in the process. I would highly recommend her for any project you have in mind.

You’ll be able to sleep at night knowing it will be done in a professional manner with the highest quality output. The quality of her work will surpass your best expectations.

David Alger San Francisco, CASan Francisco School of Copywriting

“I’ve been working with her for close to 15 years and she gets it right every time.”

I worked with Amy over several months on a book project and I found her easy to work with and extremely flexible. She really listened to me and took the time to find out what I wanted from her and from the project – then she delivered it!

Amy really GETS Direct Response “Dan Kennedy-Style” copywriting. She captured exactly what I wanted and I would definitely hire her again. I’d say above all, she truly cares about quality and client satisfaction.

Dr. Jeffrey Prager DDS, D.ACSDDBellingham, WashingtonBellingham Smile and Sleep Center

When I need great writing or business advice I go to Amy.

Amy has gotten to know our business and my voice so well, I can send her bullet points and/or ideas and she writes emails that never need any revision. Same with postcards and sales letters.

And, her marketing advice is invaluable – she understands the big picture and that’s a huge-value add you don’t get from most copywriters.

She makes my life easier. She is also an experienced entrepreneur and has great business advice.

Tim MurphyMurphy Industrial Products, Inc.Houston, TX

“Working with her is a simple and easy pleasure. Amy is a professional in every sense of the word. I highly recommend her. Choose her – you won’t go wrong.”

www.AmyPosner.com

amy@amyposner.com

360.357.0859

Amy Posner is a Dan Kennedy Certified Copywriter for Information Marketing

Copy that Closes

A Short Guide to Crafting Marketing Messages Your Audience Wants to Read

IntroductionMarketing copy is more effective when it’s about your audience,as opposed to being about you, or your company. I’ve focusedon seven areas you can easily improve – in any marketing piece – to win more business from your ideal prospects.

Follow these simple keys to sharpen your copy, build trust and command action from your audience. Here’s to your remarkably improved results,

Amy Amy Posner

a media inkamyposner.com

amy@amyposner.com360-357-0859

Write to Their Pain or Desire. Solve Their Problems or Feed Their Dreams. Get More Business

That’s the simple formula.

As human beings, we’re motivated by two key psychological drivers - to avoid pain or gain pleasure - and we’re far more motivated to avoid pain. Pain is immediate and when we’re in it we want to be out of it. Period.

We’re used to deferring pleasure. It usually sounds like “I’ll do that when I: retire, have more money, lose weight, have more time...”

Since pain has more urgency, it makes sense to focus on pain or problems and then, offer your solutions.Being out of pain, or having a problem solved – once and for all - is compelling and can be used to move your prospect to a desired action.

We make decisions for emotional reasons, and we justify them with logic. Good marketing taps into the emotion the prospect is already experiencing and provides them with the reasons they should satisfy those feelings. Your copy does the ‘heavy lifting’ so your prospective buyer doesn’t have to.

You want to build trust by proving you know, care about and really understand your audience.

Key One

You want to build trust by proving you know,

care about and really

understand your

audience.

When your prospect realizes you know what they’re experiencing, they’re much more open to listening to – and learning about - your solution. In fact, you can use your knowledge of their condition to paint an enticing picture of how their life can and will change using your product or service. Your insider understanding builds trust.

Good copy causes your audience to nod their head up and down, thinking, “Yes, that’s exactly how I feel. That’s what I experience, yes, that too – they understand what I'm going through...” You ‘buy their interest’ by appealing to what they care about most – themselves.

How do you do that? By clearly demonstrating your understanding of their needs. You do it so well they might begin to think you know them better than they know themselves. Dan Kennedy’s “Problem, Agitate, Solution” formula achieves the goal nicely.

It works like this: We define and describe their problem. We agitate it by ‘pouring salt in the wound.’ Just a enough to ‘excavate’ the problem they’ve so carefully hidden from themselves to avoid the pain it causes. Now that the problem is front and center – we present the solution.

Key One

Good copy causes your audience to

nod their head up

and down, thinking,

“Yes, that’s exactly how

I feel. That’s what

I experience, yes, that too – they really

get it…”

continued

Whether your copy is designed to make the sale or to build your list and/or nurture prospects over the long term, your message needs to grab readers by their self-interest and tell them – in no uncertain terms – that your message is meant for THEM.

Key One

Your Marketing Must Address that All Important Question: What Problem Does Your Prospect Have That Your Business Solves?

Let’s imagine you’re marketing an anti-aging skinproduct to women. You speak to your audience by addressing these questions in your messaging:

What bothers her about aging?What pains her about the way she looks?What will change for her as a result of using your product?How old is she? Where does she live?What’s her level of income?What other types of products does she buy in this category?What keeps her awake worrying at night?

Sure, if she uses your product she’ll look better, but what will looking better do for her?

• Give her more confidence? • Greater sex appeal? • Radiant skin?• Win her compliments? Admirers?• Make her noticed, so she stands out in a crowd?

Convince her your product delivers these benefits and you’re done!

But, wait, not so fast. First, you need to prove to her you know and understand her. You can’t make any assumptions or cut any corners.

You want to answer that all important question: What Problem Does Your Prospect Have That Your Business Solves?

continued

You must build trust by proving you know, care about and understand your audience.

Let’s look at a concrete example. Below is a snippet from a web page for a homestudy course targeting people who want to break into an investment bankingcareer. The competition is fierce and the interviews are intense, delve deep and require serious preparation.

Key One

The 20+ page online sales letter goes on to build a case for how stiff the competition is, enlighten the reader about what they’re up against in interviews and tell them exactly what interviewers require.

We practically terrify them into feeling they damn well better be prepared. We tell them in no uncertain terms that grad school does not prepare them to demonstrate their knowledge, which they will be called on to do in interviews.

The message boils down to this: ace the interview by proving real-world knowledge you’ll get through this course and you’ll leave the competition in the dust.

However, to help the reader arrive at that conclusion, so they grab their credit card and take action (which frankly benefits them and the company selling the product), we must use a proven formula to build ‘the case’.

Problem, Agitate, Solution to the rescue.

It works. Showcase the problem. Talk about the negative results of having the problem. Offer the solution.

continued

Let’s look at a concrete example. Below is a snippet from a web page for a homestudy course targeting people who want to break into an investment bankingcareer. The competition is fierce and the interviews are intense, delve deep and require serious preparation.

Key One

The 20+ page online sales letter goes on to build a case for how stiff the competition is, enlighten the reader about what they’re up against in interviews and tell them exactly what interviewers require.

We practically terrify them into feeling they damn well better be prepared. We tell them in no uncertain terms that grad school does not prepare them to demonstrate their knowledge, which they will be called on to do in interviews.

The message boils down to this: ace the interview by proving real-world knowledge you’ll get through this course and you’ll leave the competition in the dust.

However, to help the reader arrive at that conclusion, so they grab their credit card and take action (which frankly benefits them and the company selling the product), we must use a proven formula to build ‘the case’.

Problem, Agitate, Solution to the rescue.

It works. Showcase the problem. Talk about the negative results of having the problem. Offer the solution.

continued

“Are You Ready To Totally SmokeYour Competition and Get on the Fast Track

to Private Equity Success?”We’ve gotten a lot of questions on PE interview prep packages, courses, and guides over

the years... and, truthfully, we could easily re-package existing course content and sell it

to you as a separate, full-priced PE interview guide. However...

... Our Goal is to Help You Make Money, not Part You from the Money You Already Have

Let’s look at a concrete example. Below is a snippet from a web page for a homestudy course targeting people who want to break into an investment bankingcareer. The competition is fierce and the interviews are intense, delve deep and require serious preparation.

Key One

The 20+ page online sales letter goes on to build a case for how stiff the competition is, enlighten the reader about what they’re up against in interviews and tell them exactly what interviewers require.

We practically terrify them into feeling they damn well better be prepared. We tell them in no uncertain terms that grad school does not prepare them to demonstrate their knowledge, which they will be called on to do in interviews.

The message boils down to this: ace the interview by proving real-world knowledge you’ll get through this course and you’ll leave the competition in the dust.

However, to help the reader arrive at that conclusion, so they grab their credit card and take action (which frankly benefits them and the company selling the product), we must use a proven formula to build ‘the case’.

Problem, Agitate, Solution to the rescue.

It works. Showcase the problem. Talk about the negative results of having the problem. Offer the solution.

continued

Key TwoCreate Headlines that are Benefit Rich and Prospect Focused

You want them to lock onto your message like a kid (or me, some days…) on a candy bar. You wantthem to know in no uncertain terms you’re talking to them. In effect, your headline conveys this message: If you spend one minute paying attention to anything today – this is it.

Your headline is your big chance to capture their attention – use it wisely. Clever is tempting, but the most important job of your headline is to identify the reader and their problem/pain/challenge.

In other words, your prospect should be thinking, “that’s me they’re talking about.” If your reader is crawling parched through the dessert and the headline says “free water,” spot on. Your message is for them.

If your reader needs more business and your headline screams “use our new ultra-simple gizmo and get more buyers NOW”, they pay attention. Likewise, a poor headline, or a clever or cute headline like I see so often (and yes, I always groan and wonder who on earth wrote that dreck), is the kiss of marketing death.

Every dime and dollar you spend on your marketing should deliver return on investment. You want your audience to pay attention to your message, so you get the results you're after.

Clever is tempting,

but the most important job of your

headline is to identify the reader and

their problem/

pain/challenge.

Clever is tempting, but the most important job ofyour headline is to identify the reader and theirproblem/ pain/ challenge.

Let’s look at some headlines that work brilliantly and some that miss the mark:

Key Two

This ad has a real throw away headline. Really, who cares about water still being in the ground? It’s cute, but it doesn’t give me any reason to buy the water, never mind read the ad. They get a few points for featuring the bottle for brand recognition, but a full page in The New York Times Magazine is expensive – and this ad wastes almostevery penny spent. To make matters worse, there’s a great fact buried in the body that would make a compelling headline.

The fact: this water has been named “Best Water in the World” – TWICE! Now, that’s got some teeth. There are lots of ways to appeal to people who just might – if they’re buying bottled water - want to drink the best water in the world. (no-brainer, I know…)

There are people who only choose the best money can buy – and lots more people who want the best money can buy IF they can afford it. Mountain Valley could offer great value, cachet and pure water – now we’ve got a proposition we can work with.

Chances are good this ad was written by an ad agency and NOT a direct response copywriter. It’s a ‘feel good’ ad, not an ad designed to deliver results. Even if you can afford it, why spend money that doesn’t make you money?

continued

Key TwoHere’s another striking example of missed opportunity:

Again, the writers have buried a great benefit in the body of the ad that would have made a compellingheadline. Remember, we want to tap into emotion; desires and fearsso we focus on what people deeply want or need.

Imagine someone who would consider buying this shower. They probably need help bathing – not a desirable situation. Sure, you might want someone in the shower with you, but you don’t want to NEED someone in the shower with you.

Buried in their bullets: Regain Your Independence. Now, that’s something worth getting excited about. It touches the heart of the problem and taps into the reader’s ultimate desire: to regain independence.

Following are examples of two headlines that work well.

continued

Key TwoThe headline above is an ad from the Stauer Company. They use lots of full-page ads in major magazines, including National Geographic, and they employ great copywriters. Would you agree they’ve crafted a compelling headline for anyone interested in jewelry? Their ads are always worth paying attention to. Next is a headline from a letter I wrote to sell a new franchise opportunity, aimed at corporate employees. Anyone interested in business ownership knows we are talking to them specifically. One of a three part letter series, the letters sold twenty-three $17,500 courses in the first mailing. The results speak for themselves.

continued

Earn a Minimum of $50,000 a Year, with Potential of $150,000+ in a Zero-Risk, Professional Business You Own

Salutation,

Do You Long to Be in Control of Your Days and Your Income?

Does one of these Describe You?

You’ve been made redundant - downsized - effectively thrown out on the scrap heap

You’re retired and missing the personal and financial rewards of work

You dream of work that’s rewarding – personally and financially - and would take the leap if there were a guarantee of success

Key TwoThe headline above is an ad from the Stauer Company. They use lots of full-page ads in major magazines, including National Geographic, and they employ great copywriters. Would you agree they’ve crafted a compelling headline for anyone interested in jewelry? Their ads are always worth paying attention to. Next is a headline from a letter I wrote to sell a new franchise opportunity, aimed at corporate employees. Anyone interested in business ownership knows we are talking to them specifically. One of a three part letter series, the letters sold twenty-three $17,500 courses in the first mailing. The results speak for themselves.

continued

Key ThreeUse Benefits and Features so Your Reader Can ‘Taste’ How His Life Will Change

Perhaps you’re familiar with the marketing adage: Features Tell, Benefits Sell. When your prospect can envision how their life will be different, better - and more rewarding - if they had your product or service, they’ve ‘bought’ your benefits.

Features are the facts about the product. The benefits are what the features will GIVE you or do FOR you.

A good way to separate features from benefits is to create a list of features and then describe what those features do. For example, fill in th blank: Ourscientifically formulated face cream has time-released micro-beads so that ____________.

It could be that microscopic moisturizers are released every hour so you look morning-fresh all day long. Micro-beads are the feature. Looking good all day long is the benefit of that feature.

Say you’re selling a set of kitchen knives that never need sharpening. Features might be:• Ceramic blades• Multiple sizes in the set• Lifetime guarantee of sharpness

What do those features do for you – in other words, what are the benefits?

When your prospect can envision how their life will be different,

better - and more

rewarding - if they had

your product or service,

they’ve ‘bought’ your

benefits.

Key ThreeCeramic blades never need sharpening, so your knives will be just as sharp ten years from now as they were the day you bought them. There’s no work, no upkeep and you’re buying a premium tool that will make cooking easier – even a pleasure.

Multiple size knives means you’ll have the exact right tool – sharp as a razor – so you can accomplish every kitchen task as brilliantly as Bobby Flay.

You’ll describe the lifetime guarantee in detail in your copy, but the benefit is clear – you will replace the knife if it doesn’t hold up to its promise to stay sharp forever. No questions asked. Another benefit? You’ll never have to spend one dime more on kitchen knives – in your entire life.

Always remember that benefits – what the features DO for your prospect – is where the emotional juice is.

Clearly stated and described benefits – when well written - create desire. Using the Problem, Agitate, Solution formula we begin by painting a picture that describes their problem(s). Then we agitate a bit, by explaining the suffering their problems are causing. Now, we ride in and offer the solution.

People often wonder about the ‘agitate’ portion of the formula. Is it really necessary? Yes. Here’s why. We all want to avoid thinking about our problems. Sure, sometimes we can’t think of anything else. Yet…

As marketers, we can’t count on our prospects being focused on the problem we solve at the exact moment they come across our message. It’s our job to make certain the problem is clear and the audience is dialed into it, right then. So we don’t just mention it, we mention the effect it’s having on them. The more detailed we are, the more squirmy they get, the more interested they are in a solution.

Let’s go back to the anti-aging product. Imagine your prospect. If she doesn’t like the way she looks, she doesn't want to think about it and probablyspends considerable effort to put her looksout of her mind. After all, if there's nothing nothing she can do about it, why dwell on it?

Enter your marketing.

continued

Key ThreeThe first job your marketing needs to accomplish is to help your target audience access the feelings she's buried. We remind her that if she felt better about howshe looked, she'd appear younger, stand taller, be moreattractive, and improve her overall self-image. All the things she desires but avoids thinking about.

Now that we’ve brought the problem front and center, we agitate it by telling her it will only get worse as time marches on. Next we tell her how “Age Away” will make her look more youthful.

We describe how it will feel to have people say, “What have you done? You look ten years younger.” We remind her what it’s like to have people turn their heads when she walks by. We stimulate her imagination so she thinks – even begins to feel how wonderful all that positive attention would be. She believes she can get her mojo back – she wants Age Away – NOW.

Great copy speaks

specifically to your reader,

expressing the benefits

of your product and/

or service in a way clearly

conveys you ‘get’ them.

continued

Key Four

Tell Them Exactly What Problem You’re Going to Solve and do it Through ‘Their Filter’

As Zig Ziglar so famously said “we’re all always dialed into WII-FM or What’s In It For Me.” The key is to talk about them and what they’ll get, not about you and what you’ll give.

I find this to be one of the most challenging copy problems for business owners. It stands to reason. You know your proposition so well. You live it and breathe it. Of course, everything is clear from your perspective and it can be hard to ‘get out of your own way’ when trying to convey your message to your reader looking through ‘their lens’ instead of your own.

I see this so often – even from really sharp marketers who’ve studied the greats and understand the concepts.

Perhaps you’re a dentist and you know that your prospective patients avoid checkups because they’re terrified of pain. (This is true of a full 62% of Americans so it’s a fear worth addressing in dental marketing).

Their problem: fear of pain.

Your solution: alleviating their fear by promising to eliminate pain and make them comfortable.

Acknowledging how they feel is half the battle. The key

Perhaps you’re an elder care attorney and your prospective clients’ problem is someone they love

The key is to talk about them and

what they’ll get, not

about you and what

you’ll give.

Understandably. It's not all that easy to accomplish.

is to talk about them and what they'll get, not about you and what you'll give.

Key Fourneeds care, or needs to get their legal life in order or perhaps they’re afraid of losing their assets due to illness and escalating costs of medical care.

In either case, your visitor has a problem and they don’t just want, they NEED a solution. How do you suppose their problem makes them feel? Nervous? Afraid? Overwhelmed? Maybe all of these emotions are stewing in a froth of fear and worry.

You begin by speaking to their problem. State it clearly. Write as if you’re speaking directly to each reader alone. When you have them nodding their head up and down as they identify with your knowledge of their problem, they’re engaged and chances are, they’ll keep reading. And of course…

…Keeping them reading and engaged is the entire point!

Your copy has accomplished its first big goal: you’ve got their attention and they know you understand them. They’re paying attention to your message. You’ve earned the right to introduce your solution. Sales – at it’s very best – solves problems. It’s the process of matching up need and

desire with the object of that desire. It takes finesse, however, because you must build trust first.

Back to the law firm specializing in elder care. Imagine someone who needs those services. They’re stressed — either because they have an immediate issue they’re dealing with or one they anticipate having to deal with at some point in the not-too-distant future.

Here are two copy possibilities for the aforementioned law firm:

The ‘All About Us’ Version:Welcome to the Klein Law Firm. We specialize in issues arising from an aging population who invariably have health concerns and legal issues that require the attention of a legal specialist. Our partners, Larry, Moe and Curly, have 87 years of elder law practice experience among them.

Our firm has won the prestigious Stooges award for our contributions to the community in our efforts to educate, assist and broaden understanding of the issues that face those caring for elderly or aging parents or spouses who anticipate doing so in the future.

continued

Key FourThe ‘All About You’ Version:You may be facing an imminent health challenge or a change-in-lifestyle issue. Perhaps you’re concerned about the skyrocketing costs of healthcare or want to make certain you protect assets in the event that care is needed.

It can be an overwhelming, even frightening time, and you want to turn to someone whose expert advice you can trust, someone who can help you sort through your options so you can make smart choices that will serve you today and well into the future.

At Klein Law, we understand what you’re facing and have the know-how and experience to help you sort through the tough issues. Together we’ll find solutions that work for your financial and physical well-being as well as for those you love.

Do you sense the difference? How does each one make you feel? Letting your visitors know you understand what they’re experiencing gets their attention and builds trust. Your message conveys experience and compassion.

Their concerns may be new to them, but common to you. You understand their problems and better yet, you can solve them.

Letting your visitors

know you understand

what they’re experiencing

gets their attention and

builds trust. Your message

telegraphs you have

experience with their problems.

continued

Key Five

Write to One Person and One Person Only. Picture Your Reader/Listener/Viewer in Your Mind’s Eye

When you write marketing, you tend to think about the audience at large. You want lots of prospects, customers and buyers and they all get lumped together in your mind. However, you must write to each one individually so they feel as if the message

is written to them and them alone.

A good way to accomplish this is to picture your prospect in your mind’s eye. Imagine someone you know who is your ideal prospect. See her sitting in front of you. Imagine selling her your product or service. It will focus your message; make it more compelling and personal. It will be written to one person so each person feels as if you’re speaking to him or her alone.

Here’s what the difference looks like:

Some of You Reading This May Be Familiar With thisConcept

OR: YOU May Already Be Familiar with this Concept

Most of You Want to Sharpen Your Copy

OR:

YOU Want to Sharpen YOUR Copy

People Who Suffer from Pain

You must write

to each prospect

individually so they feel

as if the message is written to them and

them alone.

OR:When YOU Suffer from Pain

Key Five

Make your writing ‘intimate.’ Again,

do this by picturing one person in your audience and write to him as if he’s the ONLY recipient. Talk to him

as if you’re leaning across the table

in conversation. Ask yourself:

What do I know about him? What does he lay awake worrying about? Why? How old is he?Where does he live? What does he read and watch? Where does he shop? Which causes does he support? How much money does he make?What else might you ask?

The more you target your message’s relevance to your prospect, the more powerful it will be – giving you moretraction with your audience.

Remember, you provide a solution to a problem they’re suffering with. They WANT to know how to solve their problem and be out of pain. That'swhy they'll pay attention – and stick

with – your message.

Always Ask Yourself: Who Am I Writing To?

Make a list and include everything you can think of, you can edit the list later – it’s a good exercise, even if some things don’t seem relevant at the moment.

You must remember; we’re all dialed into our self-interest. It’s the only filter we have; we can only see things from our own perspective. From a marketing standpoint, know thatand USE it.

continued

Think carefully about your target audience. What do you know about them?

Key SixTell Them What to Do. Use a Clear and CertainCall to Action (CTA)

Make sure you tell them – in no uncertain terms – exactly what they need to do in order to do business with you.

Sounds obvious, right? Well….maybe, and yet…

So often we fail to tell people exactly what they need to do to buy the product, get the service, do business with us. It’s a critical part of your marketing message that cannot be overlooked.

The Call to Action is just that – asking people to take an action. What action? Could be downloading a white paper or requesting information. You might want them to schedule an appointment, subscribe to a newsletter or buy a product or service.

Your call to action should begin with a verb. For example, Click here to ______. Call today to ______. Download our free ______ now.

Numbers work well, break up visual clutter and command attention. Download our 20-page eBook today. Access unlimited images for just $29/month. Act now to try ‘it’ free for 21 days.

You might think telling your audience to take action now or do something today wasn’t necessary. Oh, but it is!

Creating a deadline or offering an incentive boosts response – almost invariably. Think about it this way.

So often we fail to

tell people exactly what they need to

do to buy the product, get the service – do business with us. It’s

a critical part of your

marketing message that

cannot be overlooked.

Key SixSomeone reads your compelling offer and they want what you’ve got. Picture a pendulum. Imagine it’s swung all the way to left. That’s the excitement of your prospect. They’re amped up. They want it. They know ‘it’ will give them the results they’re after.

But wait…

There’s nowhere for the pendulum to swing but to the right, onto the side of fear, doubt and uncertainty. They’re thinking, “Well, I don’t know, the last time I bought a self-improvement course, I really didn’t get the results I was after…” Or “What if it doesn’t work?” Or “That’s a lot to spend when I don’t know if it’ll deliver what it promises”.

Then, they come back to your call to action – you tell them what to do. Ideally, it’s what they want to do; they just need encouragement to take action,to reinforce their decision makes sense.

We do that by removing risk, which brings me to thefinal key.

They come back to your call to action

– you tell them what to do.

Ideally, it’s what they want to do anyway;

they just need encouragement

to take action, to reinforce

their decision makes sense.

continued

Key Seven

Use a Powerful Guarantee to Seal the Deal

We’re all afraid of being ripped off and lied to. It’s happened to most of us – at least once. How do we know they’ll deliver what they promise? How do we know – especially if it’s the first time we’re doing business with a company – that they’re legit, above-board, for real? How can we be certain the products are as good as promised? Or that the services will really be delivered by an expert we can trust?

The best way to be certain is by trying the product or service. What’s in our way of trying the ‘thing’ we’re pretty sure we want? We're not 100% certain it will deliver as promised and we fear losing ourinvestment. And, this goes for a small amount of money as well as large sums. No one wants to beparted from their money – most of all because they'vebeen foolish.

Your guarantee takes care of the problem nicely. After all, you should stand behind what you offer. Now you need to prove it to your audience. If you demonstrate your belief by putting your promise where your wallet is and remove my risk – I’m much more likely to break out my credit card.

If you tell me that I can get my money back if I’m not satisfied, and then you go on to tell me how easy that process will be, I start to believe you’re sincere.

I see you believe in your offer enough to remove the risk for me.

I see you believe in your offer

so strongly that you’re

willing to remove the risk for me.

It naturally follows that it must be good. Why? You couldn’t afford to make that offer if everyone took you up on it. Even if I only realize that subconsciously, the message comes through loud and clear.

When you go on to show me – even in your initial marketing, perhaps my first contact with your company, thatyou're sharing the risk, I start to believe in you, which transfers to confidence in your company, product and/or service.

That’s why your guarantee will go something like this:

If you’re not happy with your ‘widget’, just let us know and we’ll refund your money, no questions asked. Simply call us at 800-123-4567 or email us at returns@our-company.com and we’ll refund the full price immediately.

Now, think about this for a moment. They haven’t purchased from you, yet you’re telling them the number to call to get their money back. Why?

Because they know you mean it. They see it’s easy. They believe you. That trust and credibility spills over onto your widget. They want to believe in it, they just don’t want to be duped.

Key SevenNow, they can see for themselves they won’t be. You’ve built a bridge between their skepticism and your great offering. You’ve reached out a hand they can take and cross safely to your side.

It works, it's critically important, and you want to make certain all your marketing conveys your credibility. Your guarantee cements their belief and overcomes the inevitable temptation NOT to buy, request or take another action.

Your guarantee removes the risk and thereby cancels all the mental chatter about why they shouldn’t spend the money or take next steps.

We all experience hesitation before deciding to purchase. We also like when someone makes it easier, or helps us justify buying what we know we want. When you removethe fear of being taken advantageof, your prospect can proceed witha clear mind, knowing they're notgoing to lose their money – or their temper.

continued

Wrapping Up

Here’s a quick recap of the 7 keys for you:

1. Emotion Drives Decisions. Write to their Pain or Desire. Solve Their Problems or Feed Their Dreams.

2. Create Headlines that are Benefit Rich and Prospect Focused.

3. Use Benefits and Features so Your Reader Can ‘Taste’ How His Life Will Change.

4. Tell Them Exactly What Problem You’re Going to Solve and do it Through ‘Their Filter.’

5. Write to One Person and One Person Only.

6. Tell Them What to Do Using A Clear and Certain Call to Action (CTA).

7. Use a Powerful Guarantee to Seal the Deal.

Finally, use plain language and make sure your marketing is concise and to the point. Make it as long as it needs to be to convey the message and no longer.

Resist the temptation to use industry jargon. Short, snappy sentences read most easily. Be sure to cut out anything and everything that isn’t absolutely necessary, but use the length that’s needed to tell the full, compelling story.

Direct response is all about results and if you follow these 7 keys, you’re sure to improve yours.

Be sure to cut out anything

and everything

that isn’t absolutely necessary,

but use the length that’s

needed to tell the full, compelling

story.

About Amy PosnerWho Is Amy Posner and Why Should You Listen to Her?

Amy Posner is a professional business writer and marketing strategist with nearly 30 years experience helping business people make more money. Amy is also a Dan Kennedy Certified Copywriter for Information Marketing and the

Direct Response Instructor at the San Francisco School of Copywriting.

Known for being easy to work with, Amy has generated many millions of dollars in sales for clients around the world. Amy specializes in web copy (including sales copy and landing pages), direct sales campaigns, sales letters, white papers (which double as free reports in some cases) and video sales letters with the bottom-line goal of getting you results.

She writes every piece of content for marketing funnels and is available to help you strategize your marketing funnel to get the results you want – and need.

Two Examples of Mind Maps Created from Strategic Planning Sessions

Created for a Special ReportCreated for an Information Technology Website

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