SESSION #3 With New York Times Best-Selling Author Peggy McColl

http://PeggyMcColl.com 1

New Model Best Seller Program

SESSION #3With New York Times Best-Selling

AuthorPeggy McColl


Copywriting What is it? Where do you use it? How do you write it?

The Structure The Elements

Resources Open Q & A

Overview – THIS Call


Copywriting - DEFINITION

Copywriting is writing copy for the purpose of advertising or marketing. The copy is meant to persuade someone to buy a product, or influence their beliefs.


eMails On Sales Pages (a Web Page) Auto Responders Direct Mail Taglines Posts Ads

Where do you use it?


YOU provide your partners with an email for

them to send on the day of your campaign (you send this email content to them ONE WEEK in advance of your campaign).

This email contains a LINK that takes them to your Special Offer Page a.k.a. Sales Page

The Sales Page is the Offer Page and this is the page where there is a link to AMAZON.COM

How is the Copy Used?


Next five slides …


SUBJECT: A message for mothers of young children...Finally, some relief for mothers of young kids…Time-sensitive message for moms BODY: If there’s one thing every mother knows, it would have to be… There’s never enough time in the day. Or … is there? Jennifer Colford, widowed mother of two young children – a boy and a girl – says there’s as much time in ANY day as you need. It’s all a matter of FOCUS and ORGANIZATION. (I would also say “attitude” but Jennifer seems to include that with “focus”.)


One of the biggest hurdles to being the best mom you can be, she says, is confusing “being your best” with “being perfect”. In Jennifer’s new book, titled “Managing Mothering: Simple Shifts To Help You Be The Best Mom On The Planet”, she shares with you some of the strategies and “tricks” she’s discovered that have helped her overcome those all-too-common feelings of overwhelm, over-work, and under-appreciation … as well as her old obsession with being a “perfect mother” of “perfect children”. http://managingmothering.com/ And she says every tip in this book can be used by ANY mother, and has been proven in the only “lab” that matters: Right in the home, with kids that don’t give a hoot about theories in a book!


It’s a fairly quick read, neither dry nor preachy, full of fun and creative (and easily do-able) solutions to the kind of time-management and household-management challenges faced by nearly ALL mothers of young children. (Actually, let me say that I think this book would be great for dads, too – as well as parents of older kids. But the primary focus is certainly on moms of infants, toddlers, and the younger set in general.) The big “official launch” of “Managing Mothering” is TODAY (January 14), and several of Jennifer’s supporters are kicking in with some fantastic bonus gifts for you when you grab a copy today. (Visit Jennifer’s web page to get more info on these gifts, along with the book itself.) http://managingmothering.com


I’m giving this an easy two-thumbs-up rating … and if I had another hand, it would get three thumbs! In fact, it’s been attracting quite a bit of enthusiastic praise from others who have had a chance to read it before the big public release. Here’s what Bob Proctor – author of “You Were Born Rich”, and star of the movie “The Secret” – says about it: =========== “If awards were being given out for mother of the year, Jennifer would win, for sure. Every mother who wants to be a BETTER mother needs to study this book. Managing Mothering will go to the top of book lists all over the world!” ===========


Okay, I wasn’t going to make this such a long letter … but I really want you to hear about this great little book in time to collect your free gifts too. So visit Jen’s website, check out both the book AND the gifts you get when you order today, and then GRAB a copy! (Heck, get extras, even – I’m sure you know other frazzled mothers who would LOVE to learn the “secrets” in this book.) http://managingmothering.com/ Here’s to a more harmonious and happy home life. <Partner’s sign-off>


Subject Line GRABS the attention The Link to the Sales Page MULTIPLE times Customize the email FOR the Affiliates Short Paragraphs Enticing, Captivating, Inviting A Call-to-Action

eMail


http://powergoalsacademy.com/ http://managingmothering.com/ http://www.opentotheinfiniterichesoftheuniver

se.com/

Your Sales Page

http://powergoalsacademy.com/

http://powergoalsacademy.com/

http://managingmothering.com/

http://www.opentotheinfiniterichesoftheuniverse.com/




Can be a page on your website – doesn’t have

to be the name of the book - but it can be EXAMPLE: http://dirteasy.com is a domain

name I registered and then “forwarded” to this page: http://peggymccoll.com/dirt-easy/ People type in dirteasy.com but land on a page on my website.

Sales Page URLs

http://dirteasy.com/

http://peggymccoll.com/dirt-easy/

http://peggymccoll.com/dirt-easy/


Heading Story Testimonials Objections Handled Benefits Conveyed The Promise Social Proof Sense of Urgency Buy Buttons Pricing Guarantee

Components


Elements

Captivating Compelling Engaging Inviting Intriguing Clear Confidence Truthful

Trustworthy Convincing Appealing Moving Relevant Benefit-Oriented Attractive Persuasive


The Time it Takes!


Joe Sugarman said …

“Every element of copy has one purpose – to get the first

sentence read.

And the purpose of the first sentence is to get the second

sentence read,”


a strong, compelling headline is critical immediately focusing on the benefit to the

reader is so crucial you must make a promise to the reader that

you later fulfill, and you must back up everything you’ve said with

very specific proof!

Please know this …


An outcome the reader wants + a time frame

+ an objection handled.

EXAMPLE:

“Make $1,000 in Extra Income in 3 Months (Even if You Have a Full Time Job)”

Headline Structure


Be USEFUL to the reader, Provide him with a sense of URGENCY, Convey the idea that the main benefit is

somehow UNIQUE; and Do all of the above in an ULTRA-SPECIFIC

way.

Headlines, Sub-Heads and Bullets should…


Emotionally Charged Words

Discover Amazingly Simple Astonishing Automatically Electrifying Easy-to-Use Cash-in

Mouthwatering, satisfying

Secrets, shocking, special super

Tactic, time-sensitive, ultimate

Legendary Fantastic, fascinating,

first, freeBooming, breakthrough


One small word can make a big difference “A $5 fee” Changed to … “A Small $5 fee” Increased Sales by 20%!

The Devil IS In The Details


Too Old Not Technical Enough No Experience Lack of Education Don’t Know How

Handle Objections


If I hadn’t followed through my life … What could happen to you if …

The Pain of NOT Following Through


Because I followed through … now my life is

_____ What does it mean to you? What would it be worth to you to _________?

The Pleasure of Following Through


Make it IRRESISTIBLE Buy Today and Receive For ONLY 48 Hours Bonuses Included With Purchase YOU also get … The freebees immediately accessible

Incent Them


Go Here Now Buy Your Copy Invest in … Take Action Immediately

Clear Call To Action


Other Experts said … Testmonials / Endorsements 24,814 have already signed up

Social Proof


long copy outsells short copy by a large

margin But only include what is necessary!

Long Copy vs. Short Copy RULES


Be VERY Cautious Follow a pre-determined script Same format as Copy Keep it Short Can help or hinder your page

Videos on a Sales Page


Use Colors Images Red Font Bolding Quotations

Be Visually Appealing


What’s this all about?Is this urgent?Do I need to do something today?And, if so, how am I rewarded when I do?What’s the problem?Why hasn’t the problem been solved?What’s possible?What’s different now?Who else has benefited? What else should I do right now?What’s in it for me?

Use Questions to Help Write Copy


Al Henderson [email protected] Guy Lyman [email protected] Casey Demchuck [email protected]

Copywriter Resources

mailto:[email protected]







Colin Miller One Graphic [email protected] Morag Brand [email protected]

Web Designers




Abide By the Law

http://www.business.ftc.gov/documents/bus28-advertising-and-marketing-internet-rules-

road

http://www.business.ftc.gov/documents/bus28-advertising-and-marketing-internet-rules-road




QUESTIONS?

Documents

SESSION #3 With New York Times Best-Selling Author Peggy McColl