The Ultimate Remedy To "Image" Advertising

I just ran across this hilarious viral video from a web design company. It's obvious they don't approve of certain direct-response marketing design elements...

But who cares?

The video is hilarious!

And they're (mostly) spot-on. Check it out:

www.MakeMyLogoBiggerCream.com

Using Language To Reframe & Communicate Value

My girlfriend is an Eyebrow Artist. We actually decided to call her that to help differentiate her from other makeup artists, which are a dime a dozen.

She’s very knowledgeable on how to design eyebrows to bring out a woman’s natural beauty.

She’s essentially offering the same service that most salons offer for about $8... except you get the benefit of working with an expert who knows what she’s doing.

So how can we communicate the added value and justify a price point that makes it worth Alba’s while?

Well... most salons call it “eyebrow shaping.” Alba is giving an “Eyebrow Makeover.”

The difference?

Alba is getting $55 for an “Eyebrow Makeover,” and was recently advised to raise her price.

Just two little words. BIG difference in perceived value. In fact, we carefully named all of her services. Take a look: www.TheEyebrowArtist.com

Here’s another example...

A number of years ago, Clayton Makepeace helped make Weiss research one of the top investment newsletters in the nation.

Except he never referred to it as an “investment newsletter” in the promotions he wrote for them. He called it an “Investment Advisory Service.”

Subtle difference in wording... BIG difference in perceived value.

If you call your product or service the same thing everyone else calls it, you’ll easily be relegated to commodity status.

But if you simply choose better words that communicate more value, you’ll “reframe” the perception of what it is being offered... and hence it’s relative value.

I’m not just a copywriter. I’m a “Salesman In Print.”

This ability to reframe by simply choosing the right words is one component of Covert Written Persuasion™.

The Copywriting Process

Maybe you’ve never thought much about it before, but there’s a heck of a lot that goes on behind the scenes when a copywriter puts pen to paper.

There’s a system to putting together a successful sales letter... and when you understand the system, you’re able to produce winning promotions a heck of a lot faster and easier.

Still... there are no shortcuts without sacrificing results. You’ll see what I mean in a moment.

Here’s the system I use when I write a sales letter...

1. Try to understand the typical prospect (the target market). What are his needs? Why does he need the product? What’s keeping him awake at night? What are his core motivations for buying this product? What emotions will drive him to make a purchase? This is a critical step that many overlook.

2. Research the product, competing products, and their promotions (if possible). Then look for the unique selling proposition that sets this product apart. This is also easily overlooked.

3. Create a positioning strategy to create a perception of immense value. For example, there’s a difference in perceived value between calling it “eyebrow shaping” versus an “eyebrow makeover” or between an “info kit” and an “urgent investor bulletin.” Use language that communicates value.

4. Create a strategy for getting immediate attention and interest. Come up with a theme, headline, and lead that engages the reader and makes it difficult to stop reading.

5. Create the structural framework of the promotion--the architecture of persuasion. Outline everything that needs to be included in the letter in order to make the sale. (Benefits, credibility, objection-handling, urgency, etc.)

6. Add the appropriate research, notes and ideas into each section of the outline.

7. Create a first rough draft, then polish it into a complete draft.

8. Continue relentlessly polishing and perfecting the letter. Check for flow, clarity, readability, momentum, etc.

9. Polish the layout (design) to make the letter as inviting to read as possible.

That's my 9-step process in a nutshell. A lot of work, huh?

It actually goes much deeper than this, particularly in creating the structural outline. (See my How-To Guide.)

The thing is, copy is a critical LEVERAGE POINT in your business. Shouldn’t a lot of thought go behind it?