Benefit-Laden Titles For Your Products

Master copywriter and copywriting instructor, Ray L. Edwards, talks about alternative, benefit-laden, ways of saying the same thing in copy.

Drayton Bird Reveals: Secrets To Setting Up A Successful Business

In 1957 Drayton Bird’s situation was bleak.

He was making £7.00 a week editing a small trade journal.

Even in those dear, dead days when cigarettes cost the equivalent of 10p a packet this would not support a wife and child – even in the two-up two-down cottage with outside lavatory they lived in.

He had to do something.

At the time, Drayton was much taken by a smooth aristocratic friend who worked in advertising.

He seemed to be making pots of money without too much effort and advised Drayton to become a copywriter.

It took six months using all his reserves of servile flattery to find a willing employer.

Drayton had three qualities to offer, apart from desperation.

One - He was brought up in a northern pub with a widely varied clientele. Encountering very different kinds of people after they have had a few drinks is splendid education for life.

One minute he might be serving a pint of best mild in the vaults to Alec, whose party turn was describing how his wife had gone out one day for a loaf of bread and never returned.

The next he would be listening to a mottle-faced cotton magnate in the American Bar lamenting the Socialist government’s determination to part him from all he possessed.

Two - He could write.

You may consider this essential for the job he sought, but this is not apparent to many would-be copywriters.

An alarming number cannot spell, punctuate or write long sentences – let alone tangle with such niceties as ‘it’s’ versus ‘its’, ‘compliment’ as opposed to ‘complement’ and so on.

Three - He had read every book on advertising in Manchester Public Library – there were three – and enrolled in an evening course on the subject.

You may also see these preparations as obvious, but not all agree: when Drayton finally entered the industry, he discovered few of his colleagues had taken the trouble to study the subject, or were even clear about the purpose of advertising.

It has now been over 50 years since Drayton entered advertising.

Zoom forward over 50 years, Drayton has been named one of the top 50 individuals who've shaped today's marketing. And David Ogilvy said he "knows more about direct marketing than anyone in the world."

A few days ago, I managed to coax Drayton away from his busy schedule for an interview, just for you.

And in this interview he reveals, for the first time, almost everything you need to do to set up a successful business.

He goes into as much details as he possibly can, given the short time available for the interview. (It runs for just over 50 minutes).

He  mentions the need to study what others are doing: The successful and the unsuccessful ones. As he says, "We learn as much from the way in which people have failed as we do from the way in which people have succeeded".

However, before you go onto listen to the main interview, here’s a couple of questions Drayton answered in a little more detail via email. Read this first and then go onto the audio portion.

This is all meat.

Rezbi:

The bottom dropped out of the economy, but it's now picking up again.  Your business went bust. All your clients' businesses also went bust,  so you can't even write copy for them.

You have nothing except what's between your head, and the only way you can get back into business is via the web -- an online business.

You can use any means at your disposal, but you only have £200 to do it with. You can create your  own product, or sell as an affiliate, or any other way you can think of based on the resources you have.

What would you do?

Drayton:

I would do the things I did in pretty much the same situation.

1. When I saw the internet was going to be huge - and that I was seen as a dinosaur - I built a website offering lots of free information about marketing. All that costs is a knowledge of Wordpress  - not money - and a knowledge of marketing. Again, freely available.


2. I sent out an e-mail to a list of marketing people offering helpful marketing ideas, free. I think I could offer those today without any list on the social sites. Costs you nothing.


3. I thus built a list -  as you could, free. Then I offered to write copy for the people on the list.

I have done a few other things, but none cost any money

Rezbi:

Similar question to the first, except now you've been asked for advice.

The questioner is a 20 something graduate who left University with a degree, but no education. He's been struggling to find work with no luck, so has decided to go into business.

Trouble is, he's only got £200, but he can use any means, online or offline. And he's got a year in which to get his business going and achieving some level of sustainable income.

He's willing to do whatever it takes, including studying further to first get the required knowledge, and then starting the business.  Or even side-by-side.

What advice would you give him?

Drayton:

1.   The best time you will ever spend is not in trying to get going in business. It is in study.
2.   It's easy to give in to despair. Don't. Learn. This gives you an incalculable advantage. Most people know too little.
3.   Settle on something that really interests you. Most people don't give enough thought to this
4.   Be willing to give up a lot to pursue it. Few people make enough sacrifices.
5.   Don't just sit around thinking about it - most people just dream. Do it.
6.   I would study:

a.   New businesses that are doing well (not old successful ones)
b.   How to write better -- few people can do that at all well
c.   How to sell face to face (get a job doing it)
d.   How people are selling online

7.   If I saw a business that was doing everything right, offer to work for a month free.

Sorry this is a bit vague -- but the question is utterly impossible.

The best advice I can give is, don't give up. I had a minor nervous breakdown when trying to get my first job in London

That’s just a taster. The rest of the interview is even better and I’m sure you’re going to love it. Personally, I haven’t heard Drayton go into this depth in any other interview, with anyone else.

Incidentally, this interview is so good, I was initially going to sell for $47.00. It's that good.

However, in keeping with the spirit of this blog, and my desire to educate you without laying on you the burden of cost I decided, at the last moment, to give it to you for nothing.

Just press play and enjoy:

http://directanddigitalmarketing.com/downloads/audio/DraytonInterview-2010-03-30.mp3

Once you’ve finished listening to that, go and sign up to get his 101 helpful marketing ideas - they're free: www.commonsensedirectmarketing.com.

Drayton has laid on a whole host of videos and articles for absolutely no cost. I guarantee will you receive a world-class education in marketing and it will cost you nothing.

I have learned so much from them, and I know you will, too.

So go ahead and sign up. You have nothing to lose, and everything to gain.

Best,
Rezbi
www.directmarketingcourse.com
www.hotbuttoncopywriting.com
www.commonsensedirectmarketing.com

Headline Shortcuts Part VII - Secrets of (Blank)

Repetition has long been described as the mother of
knowledge.

It's so crucially important. That's why I keep
mentioning what the late, great and iconic
copywriter John Caples said -

"73% of all buying decisions are made at the point
of the headline."

It's an indispensable part of copywriting. That's
why I treat the writing of the headline with the
utmost importance and respect. So much so I've
created 11 different headline types that I choose
from on a daily basis.

Clearly without a "killer" headline, regardless of
how strong your body copy may be, your offer has
absolutely no chance of becoming successful.

Here in The Success Margin I have given you training
on six of the headline types which I use. Mastering
these headlines is a major reason for the success of
my copy in all media.

Previously I discussed these six headline forms:

1. Problem/Solution
2. Reason Why
3. Visualize It
4. Stacked Benefits
5. Get Benefits/Regardless
6. Problem Solver...

Today I'll review an extremely effective headline
type which I've not previously examined. As with
many powerful marketing principles, it's actually
very simple. I call it:

Secrets of (Blank)

Here are some examples:

* * * * * * * * * * * *

The Secrets of Living in Style
Without Any Money Worries!

* * * * * * * * * * * *

The Success Secret of the
Most Prolific Copywriter in America!

* * * * * * * * * * * *

The Secret to Getting All the Credit
You Ever Wanted - Even If You've Been Bankrupt!

* * * * * * * * * * * *

The Secrets of Not Only Surviving
But Thriving in Today's Tough Economic Times!

* * * * * * * * * * * *

The Secrets of Becoming a Popular
And Sought After Public Speaker!

* * * * * * * * * * * *

The Secrets of Becoming
The Most Popular Date in Town
While Not Compromising Your Personal Values!

* * * * * * * * * * * *

The Secrets of Dating the
Most Desirable Women in the World!

* * * * * * * * * * * *

17 Conversation Secrets That Will Help Make a
Favorable Impression on Any Important Business
Contact!

* * * * * * * * * * * *

Seven Headline Secrets That Will
Practically Compel Your Prospects to
Respond to Your Advertising!

* * * * * * * * * * * *

The fill-in-the-blank formula of this amazing
powerful technique is simply this:

The secret of (The ultimate benefit your product
delivers to the buyer.)

I challenge you. Don't waste another moment!

Create at least 3 headlines for your product or
service using "The Secrets Of" headline strategy.

Let me know what it feels like for you when you set
new sales records!

Your correspondent,
Ted Nicholas

—————

“This article appears courtesy of THE SUCCESS
MARGIN, the Internet’s most valuable success and
marketing e-zine. For a complimentary
subscription, visit http://www.tednicholas.com/

If You Want Results, Give People The Time And Money To Deliver Them

How d'you like the sound of this?

I read it and wept.

"At a 5% royalty, my income from a single ad often exceeds $1,000,000. How long does a winning piece of copy take me to write? Less than two weeks."

The man who wrote it is Ted Nicholas, who may be the highest-paid copywriter in America right now.

One or two others lay claim to that crown - Clayton Makepeace for instance - but who's arguing when it comes to that kind of money?

Now contrast it with what I heard in the last week from two highly competent English writers I know.

"20 years ago I was getting £2,500 for a mail pack. Now I'd be dancing in the street if I got that."

"People are moaning at paying more than £1,000 for a mail-pack."

Well, as more than one person has observed, if you pay peanuts, what you end up with is monkeys.

But having delivered myself of that bit of waggery, let me make a serious point.

Virtuous circle versus vicious circle

Ted Nicholas makes big money because he gives people what they want - results.

They are so keen to get them that they pay royalties - a common practice in the U.S. So he can afford to spend two weeks on a mailing.**

It's a virtuous circle. If you have enough time, you're more likely to create a winner - and the more winners you create the more people pay, the more time and money you get - and so on.

But some people in this country do get fancy money for creative work. One agency less than half a mile from my offices was charging £15,000 for mailing packs two years ago - and if you see their gorgeous offices, you know they need the money.

What might surprise you is that their work was so disastrous that even their big client's board noticed it eventually - - and fired the marketing director.

How do people like this get away with it? I'll tell you.

Because strangely enough, results are not what some people want. I don't just mean those impressed by smart offices or who like a lot of entertaining.

It's more complicated than that.

One marketing man with a huge company told my partner Marta that good results meant their budgets were cut. And you may recall my story about the marketing director whose love of brand values far exceeded any trivial concerns about response.

But here is the start of a vicious circle. People are chosen for reasons other than results. Then those on high decide, quite reasonably, direct marketing doesn't work ... and next time it's harder to get the budgets.

If you want results, give people the time and money to deliver them.

Let me end with three pieces of news for you - but let me guess which you will decide is good and which is bad.

1. This series of 51 is now coming to an end. (Sighs of relief all round).

2. So many people have said they like these ideas - and quite a few have said they want me to carry on - that I will. (Mixed feelings all round).

3. Many of you find it hard to keep up with them all, so I'm just going to do two a week. (More sighs of relief - especially from me).

Please tell me if you have any topics you'd like covering, and I'll try.

** Here's another reason why I sometimes cry into my beer.

For over two years the control mailing and door-drop for our biggest client, who sends them out by the million have been ours.

They keep testing them against other people's efforts; nobody has ever beaten us. Their second best producer is also ours; and it looks like their third best will be, too.

If only we were on a royalty!

That is what I call a return on investment - but you won't get it for £1,000 - or £2,500, for that matter.

Best,
Drayton

P.S.  This is number 45 of Drayton Bird’s 101 free helpful marketing ideas.  You can sign up on the link below for the rest.

—————————————–

Website: www.draytonbird.com / www.eadim.com

Click here to get 101 free helpful marketing ideas. Marketers from all over the world think they’re a pot of gold.

The Drayton Bird Blog – please do not visit if you are easily offended.

Last Chance For Best Resale Rights Package of 2010

Mike Filsaime sent me an email a few minutes ago saying he'll be pulling his "first time ever" Resale Rights offer down within the next couple of days.

If you want to get resale rights to three of his best selling products...products even top marketers are using every day in their marketing...

...then make sure you hurry over there now:

http://directanddigitalmarketing.com/TheDayHisEgoDied.html

Keep in mind this isn't your typical resale rights offer where the seller paid some random "ghostwriter" to create some products and had some amateur copywriter write the salesletters.

These are PROVEN products which were created by Mike Filsaime that sell every day and have been for quite some time.

In fact, Mike wrote two of the three salesletters HIMSELF, and the other one was done by a high profile, high priced copywriter.

So you can rest assured that you are getting the rights to sell top quality products, one of which broke records in the Clickbank marketplace when it was first released.

And as I mentioned before, the other two are products you see being used by marketers all over the world... including some Gurus

http://directanddigitalmarketing.com/TheDayHisEgoDied.html

When you get there, you'll see he is also giving you instant free access to the products so you can see just how powerful and relevant they are in the market.

Plus you get to use them in your business as well.

But once he pulls the offer down, free access to these products go away too. Then you will have to pay for them.

Instant Download instructions can be found at:

http://directanddigitalmarketing.com/TheDayHisEgoDied.html

Hurry now before it's too late!

Last Chance For Best Resale Rights Package of 2010

Mike Filsaime sent me an email a few minutes ago saying he'll be pulling his "first time ever" Resale Rights offer down within the next couple of days.

If you want to get resale rights to three of his best selling products...products even top marketers are using every day in their marketing...

...then make sure you hurry over there now:

http://directanddigitalmarketing.com/TheDayHisEgoDied.html

Keep in mind this isn't your typical resale rights offer where the seller paid some random "ghostwriter" to create some products and had some amateur copywriter write the salesletters.

These are PROVEN products which were created by Mike Filsaime that sell every day and have been for quite some time.

In fact, Mike wrote two of the three salesletters HIMSELF, and the other one was done by a high profile, high priced copywriter.

So you can rest assured that you are getting the rights to sell top quality products, one of which broke records in the Clickbank marketplace when it was first released.

And as I mentioned before, the other two are products you see being used by marketers all over the world... including some Gurus

http://directanddigitalmarketing.com/TheDayHisEgoDied.html

When you get there, you'll see he is also giving you instant free access to the products so you can see just how powerful and relevant they are in the market.

Plus you get to use them in your business as well.

But once he pulls the offer down, free access to these products go away too. Then you will have to pay for them.

Instant Download instructions can be found at:

http://directanddigitalmarketing.com/TheDayHisEgoDied.html

Hurry now before it's too late!

The Success Attitude That Never Fails

Most entrepreneurs are optimistic. But not necessarily realistic. Not surprisingly, they expect success with every action they take. But, that is not how the business world works.

For example, when most entrepreneurs run a single advertisement in a magazine, newspaper, or on the Internet, or send out a mailing, they are often shocked and discouraged at getting poor, or even non-existent results.

This view, while understandable, is completely unrealistic. It is a result of an attitude based entirely on flawed assumptions.

I'm perhaps the highest paid copywriter in the world. But no one, including me, hits a home run with every sales message.  I can tell you I'm thrilled when I bat 300% (3 out of 10) on new products and/or new advertising program. My high batting average earns fortunes for myself and my clients.

But, approached correctly, you can create great wealth for yourself with a far lower batting average.

Plus, I can't count the numerous advertising campaigns I've created that at first achieved poor results. Then, after going back to the drawing board and creating a new headline, or new offer, or new copy, turned a flop around into a big success.

Other hugely successful people experience similar results. Recently I spoke at Mark Joyner's conference in Los Angeles, ''Survival Strategies for Tough Times.''

One of my fellow speakers was Joe Sugarman. Joe is undoubtedly one of the most successful entrepreneurs in America. He is known as a world-class marketer and copywriter. He is best known for his BluBlocker sunglass infomercial that has run for years. And also for electronic products in his company, JS&A, heavily promoted in space ads and by catalog.

In his presentation, Joe commented as follows: “I’m thrilled if one out of ten of my ads work, because this one product and ad can earn me a fortune.''

In actuality, I'd be deliriously happy if just one out of twenty ads, mail pieces or Internet  offers were a home run.

Please note the vast difference in attitude between myself, Joe and entrepreneurs who are looking for the quick, instant success.

Sugarman is the best example I know for a wealth-building attitude that underlies his incredible success. Providing you have quality products people want, over time the willingness to keep digging until you find something that is profitable never fails.  It's as close to automatic as you can get in the business world.  And it will work for you too.

You simply work the percentages. You test small, and then test again until you get a product and offer that works. Then you roll out  big.

Bottom line. Don't be discouraged by a few flops.  Expect them. Honor them, as they are necessary. When you flop, just say ''next.'' Each time you are one step closer to success.

The reality is that with new product and copy launches, there is no such thing as failure. You always get results. Plus, each test brings you critically important marketing information regardless of results.

Your correspondent,
Ted Nicholas

—————

“This article appears courtesy of THE SUCCESS
MARGIN, the Internet’s most valuable success and
marketing e-zine. For a complimentary
subscription, visit http://www.tednicholas.com/

Man In A Skirt Talks About Life Changing Moments

Video 1

Video 2

Alan Forrest Smith. Stephen Georgulis. Raja Hirekar.

The Three Stooges? Not exactly.

Although you might be forgiven for thinking so if you see the three of them in action together.

These are the three guys who made The Mega Master Class one of the very best copywriting and marketing Master Classes I've seen. And I've seen a few.

Let me tell you something about each one of these guys:

Alan Forrest Smith

The leader of this terrible trio, Alan is the big cheese. He is the brains behind this Master Class. Known for his outstanding ability to make a ton of cash for his clients utilising his copywriting and marketing skills, Alan has built a very strong reputation for himself as an in-demand copywriter, a marketing consultant and a lecturer on the seminar circuit.

If you're lucky enough to get Alan to work with you (he never works for you - it's always a partnership), you'll have to fork out $5,000 for a single coaching session and up to $25,000 for a sales letter.

And people are willing to pay this amount, seeking Alan out for his ability to position them as the only viable solution in their target market.

Stephen Georgulis

Alan's number one protege. Beginning with absolutely no background in copywriting or marketing of any kind, Stephen Georgulis flew to the U.K. from Sydney, Australia, to attend Alan's first copywriting Master Class.

Since then, within one year, Stephen, through hard graft, quickly became a sought after copywriter with a reputation for over-delivering.

Raja Hirekar

A Danny Kennedy trained copywriter, Raja was the Special Guest on this Master Class and, in Alan's own words is "one of the very best copywriters I have had the honour to work alongside".

Okay, enough of that.

The reason I'm writing this article is to let you know about the DVDs from this Master Class. I'm not going to go into a sales spiel as that's not my intention.

All I'll say is they are fabulous (ooh, does that sound gay? Alan was a hairdresser, you know), and you just have to get them if you have any interest in copywriting.

They will, I believe, accelerate your ability to write top class direct response adverts in leaps and bounds (eck).

I'd give you a link to go to the slaes page, but Alan has told me he wants to send me an affiliate link so I can benefit from my glowing review. He's a generous guy is  old Al.

And, the lads are very generous with the information they provide on the DVDs.

There are quite a lot of courses calling themselves Master Classes - very few live up to that tag. This one does.

If you can wait I'll stick the link up when he sends it to me (should be within a few days), or you can do some searching of your own to find the live page as I couldn't find it.

And, to be honest, I haven't really looked too hard as I know it's available and, if you really want it, you'll go find it.  And you should.

Oh, in case you're wondering, Alan's the guy in the skirt in the videos above.

Man In A Skirt Talks About Life Changing Moments

Video 1

Video 2

Alan Forrest Smith. Stephen Georgulis. Raja Hirekar.

The Three Stooges? Not exactly.

Although you might be forgiven for thinking so if you see the three of them in action together.

These are the three guys who made The Mega Master Class one of the very best copywriting and marketing Master Classes I've seen. And I've seen a few.

Let me tell you something about each one of these guys:

Alan Forrest Smith

The leader of this terrible trio, Alan is the big cheese. He is the brains behind this Master Class. Known for his outstanding ability to make a ton of cash for his clients utilising his copywriting and marketing skills, Alan has built a very strong reputation for himself as an in-demand copywriter, a marketing consultant and a lecturer on the seminar circuit.

If you're lucky enough to get Alan to work with you (he never works for you - it's always a partnership), you'll have to fork out $5,000 for a single coaching session and up to $25,000 for a sales letter.

And people are willing to pay this amount, seeking Alan out for his ability to position them as the only viable solution in their target market.

Stephen Georgulis

Alan's number one protege. Beginning with absolutely no background in copywriting or marketing of any kind, Stephen Georgulis flew to the U.K. from Sydney, Australia, to attend Alan's first copywriting Master Class.

Since then, within one year, Stephen, through hard graft, quickly became a sought after copywriter with a reputation for over-delivering.

Raja Hirekar

A Danny Kennedy trained copywriter, Raja was the Special Guest on this Master Class and, in Alan's own words is "one of the very best copywriters I have had the honour to work alongside".

Okay, enough of that.

The reason I'm writing this article is to let you know about the DVDs from this Master Class. I'm not going to go into a sales spiel as that's not my intention.

All I'll say is they are fabulous (ooh, does that sound gay? Alan was a hairdresser, you know), and you just have to get them if you have any interest in copywriting.

They will, I believe, accelerate your ability to write top class direct response adverts in leaps and bounds (eck).

I'd give you a link to go to the slaes page, but Alan has told me he wants to send me an affiliate link so I can benefit from my glowing review. He's a generous guy is  old Al.

And, the lads are very generous with the information they provide on the DVDs.

There are quite a lot of courses calling themselves Master Classes - very few live up to that tag. This one does.

If you can wait I'll stick the link up when he sends it to me (should be within a few days), or you can do some searching of your own to find the live page as I couldn't find it.

And, to be honest, I haven't really looked too hard as I know it's available and, if you really want it, you'll go find it.  And you should.

Oh, in case you're wondering, Alan's the guy in the skirt in the videos above.

Beware The Weapons of Mass Deception

Alan Forrest Smith has written an excellent post in the copywriter's board.

You can read it here: Weapons of Mass Deception

That is definitely one of the best posts there.

I can say from personal experience, it's all true.

I spent tens of thousands of dollars on these so-called 'sure-things'.

Except, in my case, the very first company were incompetent and, in my view, liars.

They wouldn't even give me advice.

An example: After being 'told' how to decide what business to go into, I called them and asked, "I've been thinking about going into ..., what do you think?"

Their answer, constantly, was "if you think it's good you should do it".

Now I don't know about anyone else here, but when I pay someone thousands, I expect a teensy weensy little more than that.

The sad part is, this company is used by quite a few of the marketers to do the so-called training they're supposed to be doing.

The first time was through the rich jerk.

RJ has nothing to do with them except to outsource to them and make money.

A few months ago, I received a call from a company claiming to do the same thing, except I was expecting their call.

You see, I had called the guys from nitro asking about their program, just out of curiosity.

After speaking to this company, who said initially they were calling from nitro, I asked them straight if they were the same company who did the RJ stuff.

They confirmed they were.

They'd changed their name.

I found out after that they had gained a bad rep so had to trade under a different name.

Anyway, I thought I'd put that there as a warning to others.

I thank God I still have my home, car and family... unlike the guy in Alan's example.

So, to anyone who is new to business, whether online or off, beware these words of warning.