PeteGodfrey.com

How to Write Better, Faster Copy

Pete Godfrey — Tue, 24 Jan 2012 23:16:44 +0000

Here’s a breakthrough for you when it comes time to write some copy. What you need is a bank of “starting points” that are proven and that gets you into writing your copy quick smart. So here are “4 Starting Points” to kick your copy production up the backside and get you writing copy quicker, smarter and with less effort.

#1 Choose Theme By Object

When it comes to “grabbers”, those things we attach to letters that gets attention, gets the reader in fun, and gets the letter remembered for future mailings, I usually choose the grabber first, then tie it into my message.

I’m always on the hunt for ideas, for grabbers, for the theme that’ll get my message read. Take some time out from your day and check out novelty stores, dollar shops, go online and search for promotional products… they’re all good starting points for a theme that will hook your prospects. Plus, it gives you a great starting point to get into your copy.

#2 FREE Offers

The offer is KING! Many times, if your offer is great, especially if it’s free, I like to get it up front and in the headline. Here’s what I did for my newsletter promotion…

FREE!
2 Content Rich Reports, 52 Wake Up Calls,
3 CDs, 3 Hot Sheets, Phone Coaching & Consulting…
a smorgasbord of business-building information and assistance…
ALL FREE… and you don’t even have to say yes right now…
all you’ve gotta do is say “maybe”…

NOTE: This is a blatant rip-off of Kennedy’s old newsletter control before he formed Glazer-Kennedy. It’s a proven template to follow. Think of the old music clubs and how they offered, “6 records for 1 cent.” Point is, many folks get cheap with their offers. Don’t you be one of them. Know your maths and how much each customer is worth to you and then work out how much you’re gonna spend to get them. That’s the proven formula that’s stood the test of time.

#3 What This is Not Click

This click is especially good for markets that have been exposed to a lot of Direct Response Advertising, such as the Business Opportunity & Diet Markets. You can use it in your Lead Generating Ads or in the Sales Letter itself.

It’s a good way to build up to what you are offering. You start by listing everything your product is not. You list all the bad things… all the things you prospects don’t want… this whets their appetite and arouses their curiosity to find out just what the hell it is you’re selling.

Here’s a great example of the “What This Is Not Click” taken from one of my million-dollar-plus Business Opportunity letters. If you’re writing to this market, this click is almost mandatory.

And second, let me tell you what this business is NOT:

NOT Multi-Level Marketing where you try to flog over-priced products to your friends, family, workmates and neighbours.

NOT some Internet get-rich-quick-scheme.

NOT another “how-to course” or pile of books and tapes that get you all revved up with nowhere to go … or worse, gather dust on a shelf.

NOT another Mail Order scam where you get to buy “reprint rights” to outdated American books that nobody wants.

NOT a “regular business” with BIG overheads and BIG headaches.

See how it’s done?

#4 Without Click

This is a variation on the previous click that takes it up another level. I call it the “Without Click.”

Here you simply list all the things your prospects don’t want or don’t want to do while still getting the benefit of your offer. Below is a chunk of copy taken from one of my weight loss promotions that demonstrate the “Without Click” perfectly.

Sick Of Dieting?
Relax… Now You Can…

SHED WEIGHT NOW
Without Dieting, Without Strenuous Exercise, Without Counting Calories,
And Without Starving Yourself To Death Either

A BIG point to keep in mind is the laziness of most people. They want results without the work. This click zeros in on this lazy behaviour and lets them know straight up you understand.

Okay, I’ve given you 4 ways to start your letters plus 3 winning examples of my work.

I trust you appreciate my generosity.

See you next week.

Love to hear your thoughts.

Enjoy the ride,

PeteRelated Posts:

How to Regain Control Of Your Life And Replace Distractions With Focused Concentration

Pete Godfrey — Tue, 24 Jan 2012 01:22:43 +0000

FOREWORD: YUCK! What a title! Looks like work doesn’t it?

And I won’t lie; this is a heavy, thought-provoking post all about reality; the reality of the world we live in, and what we can do with this reality to ensure a successful life.

I won’t be giving much advice either; more like throwing out a few ideas… like throwing a cat in amongst the pigeons it snaps you awake, gets you thinking, but more importantly, gets you thinking and acting more strategically and with more clarity and purpose.

So I’ll go light on my opinions here and just share with you some important facts on the world we live in and how, instead of technology making us more effective and productive, it has made us dumber, with attention spans of teenage X-Box addicts on a high-sugar diet; forever distracted and unable to focus for more than a few seconds at a time.

Let’s be clear on one thing. Your ability to focus is THE critical key to living a successful life; whatever successful means to you. (A good parent, a great teacher, a super-rich entrepreneur; whatever, it all comes down to focus.)

And some of what I am about to say may be confronting.

Some people won’t wanna hear it and they’ll simply tune out. Like new dads who choose not to hear the baby crying at 2 o’clock in the morning, but can hear the kick-off whistle for the footy on TV while outside in the backyard, some folks have selected hearing. They filter out anything that gets them to think; anything that challenges their beliefs and anything that questions their point of view.

This brings up two points.

First, you can’t please everyone and you shouldn’t even try.

Second, as your coach and mentor, I take my job seriously… and, I take the somewhat unorthodox view that there are times when I have to give you what you need, not just what you want.

Many times, what you need is bitter-tasting, and I have the habit of NOT adding any sugar to make it all sweet. So be it. I won’t be watering down my views to spare the feelings of a few. That would only devalue this blog for those who can handle the truth.

We’re all adults here aren’t we?!!

And look, this isn’t about me it’s about you. Whether you develop certain success behaviours or not, has no impact on my finances.

On yours, most certainly.

On mine, not at all.

I’ve immersed myself in this subject over several years; digesting dozens of books, many blogs and essays and surveys and studies, to condense the subject down into an easily digestible article you can chomp your way through in a few minutes.

And I’ve battled my own way through distractions over the years. I’ve fought for clarity just like anyone else. I’ve wrestled control of my thoughts and have come back even stronger, with laser-like focus.

So I’ve done the hard work for you… and… I’ve got a lot to share. All I can do now is give it to you straight and damn the consequences. This way, you get what you need; and I can sleep with a clear conscious knowing I have done my job.

Okay, enough preamble, let’s get started…

Unpleasant Truths About
The World We Live In

Plugged in: We live in a face-paced world where folks are continually plugged into the grid. Fact is; recent studies prove all of this plugging in is making us dumber; not smarter.

Research studies are proving that we humans are being neurologically re-programmed because of our high-reliance on technology, making us unable to think and concentrate and focus for more than a few seconds at a time. Some of these reports make shocking reading. Consider this:

An average day for many people consists of checking emails hundreds of times, being ever- present on social media sites such as Facebook, logging in to dozens of websites, a constant stream of text-ing, glued to their I-Phone as if it were another appendage. With so much incoming data, there is no time for self; no time to think, to concentrate, to get clear on what they want to achieve.

Many confuse activity for achievement.

“When we constantly multitask to get things done, we’re not multitasking, we’re rapidly shifting attention. And this rapid shifting kills the mind’s ability to create meaningful and powerful forms of output.” Scott Scheper, from his book How to Get Focused. He went on to say, “The key to developing flow (focus) centres on blocking out distractions and keeping the mind serene.”

And here’s what Daniel Sieberg had to say in his book The Digital Diet. “I’ve come to realise that sometime in the last decade we’ve transitioned from being a culture that uses technology to being one that is completely absorbed by it.” Interesting to note, Daniel is a young guy who was formerly the science and technology correspondent for CBS and CNN. I urge you to grab this book and devour it and begin your Digital Detox.

Short attention spans: There’s no doubt about it, attention spans are shrinking. Have you noticed with TV these days, they are constantly recapping? After every commercial they recap what went down before. Sure I understand this is so folks can join the show at any time and not miss a thing, but it’s also to remind those folks who have been there from the start what they have seen. Folks are easily bored and are easily distracted and they crave constant stimulation, so they’re not really paying attention to the TV show in front of them and they have to be constantly reminded of what’s gone on before.

Mob mentality; peer pressure: There is definite pressure on entrepreneurs to be plugged into social media sites such as Facebook and those who don’t are considered old fashioned and out of touch.

What amazes me is that many folks (and I know dozens of them), normally sane, rational people with a good dose of marketing sense, seem to turn into something totally different when online using Facebook.

Their speech changes.

They say “LOL” a lot; it’s like they’re back at high school.

Now this would be fine if they were teenagers or in their twenties; trouble is; I’ve observed many who are my age or older, regressing back to speech patterns that weren’t even around in their youth, but are now part of their vocabulary.

Is this a desperate bid to reclaim their youth?

Not sure.

What I do know is the mob is generally wrong.

To Paraphrase Earl Nightingale: “If you’re stuck for a winning formula, do the opposite of whatever everyone else is doing. Because the majority are often wrong.” So what I (and many of my colleagues and clients) have noticed is the willingness of many to succumb to peer pressure, to neuter their real thoughts so they fit in, and even change the way they speak so they appear hip (I’m showing my age here by using that word) and switched on to this new media.

As I told you at the start I won’t be doin’ any preaching … so I’ll refrain. Because the point is not about me giving you my opinion here, the point is it takes courage to stick to your convictions, to stay true to your values in the face of the mob mentality that says that being different is wrong, out of date, and oh so last century.

The point is fads come and go but your values are for life.

It takes courage to dig your heels in and stand your ground and many find it easier to bend in the breeze and many times that breeze ain’t a gale, just a gentle puff of air is enough for them to change their course.

Voyeuristic intentions: Okay, that’s a line out of the old Rocky Horror Picture Show; but nevertheless, we are becoming a voyeuristic society. Folks are damned interested in what everyone else is doing… and they love to tell you about it and give you their opinion. I once wrote this comment on Facebook and man did it get some responses: “Back in the old days, you know, before The Internet, iPads and X-Box, folks never aired their dirty laundry in public … and then along came facebook…”

OUCH!

Sure did get a reaction.

News, reality and entertainment; a very blurred line: We’re assaulted by news these days and the line between news and entertainment is constantly getting blurred. With so many channels of media to choose from, all regurgitating the same content, from those reporting for CNN to the young guy in his Mum’s basement, getting the facts, getting quality news is getting harder by the minute.

When I was hanging out with Ted Nicholas recently on the Gold Coast, he mentioned his frustration with the lack of quality newspapers with quality content here in Australia.

Celebrity beats credibility: If you are selling to anyone under 40, keep in mind that celebrity trumps credibility any day. For over 40s, years in business and your experience still means something and you can use this as your point of difference and build the trust factor by mentioning your experience and track record. For those under 40, especially those under 30, credibility doesn’t mean a thing. Are you famous? Have you got a cool YouTube video? That’s what they care about.

Living a successful, focused-driven life in the 21^st century

Okay, we are facing many problems is today’s world and chances are it’s cutting into your productivity. But there is a lot of good happening as well…and, like it or not, we need technology to operate our businesses.

Fact is, we’ve never lived in such exciting times. Never had so many opportunities to get rich and live the life of our dreams. However, as you’ve seen it’s a two-edged sword.

Okay, as promised, I went easy on the old advice and opinion in this article. And I’m definitely not here to judge. I merely wanted to give you some food for thought.

In future posts, I’ll give you a detailed summary of the things I’ve been doing to not only reclaim my focus and productivity, but to reclaim my peace of mind amongst the hustle. And peace of mind is such a wonderful thing and I wonder how many folks actually get to experience it.

In his book The Digital Diet, Daniel Sieberg has a series of questions to ask yourself to see if you are suffering from tech-addiction.

One of them is a beauty.

Here it is: “Have you ever felt something hasn’t really happened until you post it on Facebook or tweet about it?”

For many, this sharing of every life experience is an obsession. Instead of being in the moment, sucking up every last bit of enjoyment from the experience, they have to tune out from life and plug into the digital world and let everyone know what a great time they are having.

I always wonder why if they are having such a great time they have to interrupt that great experience and broadcast it around the globe.

Maybe I’m missing something?

I doubt it.

By the way, an old mentor took me aside years ago and gave me some great advice. He said to make your money in the dark. Meaning, you do not have to let folks know how much you are making or how you are doing it.

This new obsession with sharing every success, every thought; every tiny annoyance is juvenile at best; detrimental to your financial security at worst.

Okay, I’ve given you something to chew on until next week. It’s up to you what actions if any you will take.

But it begs the questions:

How much should you reveal on Social Media? How much do you want to reveal? It seems for many folks there is no limit to what they will share online. You need to think strategically about this.

Also, how is your concentration? How’s your focus? Be honest with yourself. If you’re lacking in this department, the good news is concentration and focus is a learned skill and you can become a lean, mean focused machine any time you want. It’ll take a bit of practice, some discipline, but the rewards are worth it. In future, I’ll write about this important subject.

POST SCRIPT: If you’re young, don’t start thinking this is the ramblings of an old, mid-40s dinosaur. This affects all of us… and judging by some of my recent coaching calls with mid-20s members, younger members are becoming aware of this problem and are looking for ways to beat their addiction and learn how to focus. I’ll enjoy getting your thoughts on this article.

P.P.S. This post was adapted from a recent newsletter article. If you enjoyed it, you’ll love my newsletter http://www.emotionaladwritingletter.comRelated Posts:

Overcoming Resistance

Pete Godfrey — Thu, 19 Jan 2012 00:17:02 +0000

“The truly free individual is free only to the extent of his own self-mastery.”

Steven Pressfield, in his book, The WAR Of ART.

I turned 46 last year and I’m still getting to know myself. I’m still finding out why I do what I do, discovering my motivations, my desires. But I’m getting better at this.

The older I get, the better I get at Self-Awareness. But I don’t think you every really get there. I mean, does anyone completely understand themselves? I don’t think it would be a good thing anyway… it’d spoil my spontaneity, my unpredictability that my family and friends enjoy. And besides, it’s the journey not the destination that gets me off.

But awareness of what drives you, what thrills you, what motivates you every day to succeed, that’s where the money is. Knowing who you are in the moment, knowing yourself in the now, that’s the key to living congruently.

When your thoughts, actions and habits are all congruent to your ultimate end goal, kicking goals becomes almost effortless. On the other hand, if your thoughts, actions and habits are not in alignment, there will be resistance. It’s like peddling a bike uphill against the wind; sure you might get to the top, but it’s gonna take a lot of effort. For some, resistance means little detours on the road to success. For others, this resistance forms an unmoveable roadblock that stops forward motion dead in its tracks.

Here’s the first step to overcoming any resistance.

Be aware that often where there is resistance, there is in-congruency between what you say you want to do and what you actually do.

Many times, this manifests in procrastination.

It may surprise you that I am guilty of this sin; we all are. Sometimes the procrastination is good; my subconscious mind is telling me I’m not ready, that more preparation work needs doing. Other times, it’s my lazy-by-nature side of me rearing its ugly head; and it’s only through Self-Awareness that I can spot the difference between the two and take the appropriate action.

For many of us, fixing this resistance, fixing our in-congruencies, does not require therapy, does not require you strip naked and run around campfires at midnight while chanting songs of praise. It does not require you to join some movement where they break you down so you can start anew.

No.

There answer isn’t ‘out there’… it’s inside.

It requires thinking inwardly.

It requires a bit of peace and quiet from outside distractions so you can go inside and pinpoint the problem.

I work indirectly with hundreds of business owners and entrepreneurs and writers and work directly with dozens of `em. Most, if not all, have some kind of resistance.

For some, just a little.

For others, a whole damn lot.

So the trick to overcoming resistance and procrastination comes down to knowing yourself.

To be truly free and successful you must master yourself. This means you must be honest with yourself. Don’t bullshit yourself. You have strengths, you have weaknesses. It comes down to being aware of who you are.

For me, I know what sidetracks me, I know when my most productive times are, I know where I should be spending my time to maximise my skills and earnings. So I keep a close eye on these things and take action every time I steer a bit off course.

It’s a daily battle; one that has to be fought anew each day.

Sure sometimes I falter and stray off course and the work doesn’t get done.

But most times I succeed.

Because I’m aware.

I’m on guard.

And I know this important point…

Self-discipline isn’t possible without self-honesty.

Cheers, Pete

P.S. Next week, I’ll give you my take on staying focused. You’ll discover a few unpleasant truths about the world we live… but more importantly, you’ll see how to stay sane, stay focused, and make more money. Until then, love to hear your comments about this week’s post above.

Related Posts:

Shock Night! How to feed the fear

Pete Godfrey — Mon, 07 Nov 2011 00:51:26 +0000

Let’s talk about headlines.

Yeah I know I cover headlines fully in my courses and yes, we have talked about headlines here on the blog and in my newsletter many times, but bare with me will ya… this is special.

We’re going down deep into the underbelly of persuasion and you’ll see a very cool way to snap your prospects awake and instantly get their attention.

But let’s back up a bit here. In last weeks, The Walking Dead post I talked about ‘The Walking Dead’ and how many folks are in a comatose state. This makes it even harder for us marketers to get their attention.

The old big benefit headlines of the past are still working, but they are losing their shine. However, one way to get attention is to shock them awake and give them a jolt that instantly removes the fog and gets their attention (albeit briefly).

You can do this by looking for the horror stories in your industry.

Here are two examples from magazines I saw recently.

Plastic Surgery Disasters

Drugged Doctor Botches Operation

Headlines like those above, targeting the right market, would sure to get attention. That’s why it’s a good idea to always be on the lookout for horror stories in your industry… ones that your product/service can solve.

Two templates for you…

Don’t YOU Be The Next ______________ Victim

Secrets They Don’t Want You

To Know

Think about this and how you can apply it to your next promotion.

For example, one of my newsletter members was doing copy for a bathroom renovations mob. She concentrated on the horror stories; her hook was the shocking number of people who get hurt or even killed each year with bathroom accidents. Another member, Jean Cannon, gets your business systems in shape so if any nasty accidents occur you are covered. Every business needs her services; the trick here is to make them want it. BIG difference between the two right?

Anyway, Jean could easily lead with horror stories of business owners getting sued and losing the business and so on.

Think about it.

It’s in the media every week. Every week we see a small business owner getting sued for something… losing the business over a misunderstanding. It makes my blood boil. I get emotional just thinking about it. And that’s what good copy does. It gets your blood pumpin’ as Carlton would say.

(By the way, Jean’s doing some mighty good workshops of late: Jean’s Workshops. But, I reckon if she looked for the horror stories she would get a lot more attention.)

Two more examples for you…

Years ago my good friend and mentor Ted Nicholas had a book that on the surface was pretty damn boring.

The title was:

“The Complete Book of Corporate Forms.”

Ted knew instinctively to use fear to sell it. This is the headline that sold hundreds of thousands of this book…

“What Will You Do When Your Personal Assets Are Seized

to Satisfy A Judgment Against Your Corporation?”

Gets ya right in the pit of the stomach doesn’t it?

But what about normal everyday businesses?

How can they use fear?

Well I mentioned the Bathroom Renovators earlier, but let’s look at something ordinary like carpet cleaners.

For years Joe Polish has been teaching them to focus on fear.

You may think your house is clean but you don’t see all the festering, diabolical parasites lurking in your carpet. And you let your baby crawl on that?

Classic stuff.

This is GOLD.

Use it!

And don’t forget to leave your comments below.

Enjoy the ride.

Pete

NEXT WEEK: Where’s Ya Passion?Related Posts:

The Walking Dead

Pete Godfrey — Tue, 01 Nov 2011 01:20:55 +0000

Be Afraid…Be Very Afraid

They are everywhere around us, the sleep-walking zombies that inhabit the earth.

They come in many forms.

The person who stands in line at the fast food joint and when it gets to his turn is unsure what to order, confused by how much to pay, and uses a credit card for his $5 purchase; he is one of the walking dead.

The person who is told repeatedly to board the plane from the rear stairs, because he is sitting down the back, yet gets on the plane from the front, and is agitated he has to push and shove to get to his seat; he is one of the walking dead.

The person who spends her days texting and facebooking and emailing her friends and is confused about her lack of progress, the lack of business success and looks to blame others for her misfortune; she is one of the walking dead.

They are everywhere. They’re sins are many. They are amongst us. But one thing you must fully understand is:

They are your customers.

I remember a short story I read many years ago about a town struck deaf and dumb and blind because they drank from the town’s well which was poisoned by an unknown toxin.

It reminds me of the world we live in today.

Attention spans like those of a teenager on a high-sugar diet are the norm. The masses can stand almost anything except boredom. They crave constant stimulation like a crack addict craves his next hit. As I keep pointing out; it’s getting harder to get attention.

TV executives understand this. Tabloid news-style the order of the day. Each year the news is getting more like The National Enquirer. Is it any wonder it’s getting tougher for our marketing messages to be heard?

Over the years I’ve given you many ways to solve this problem. Today I want you to get just one thing and that’s creating interest and how to make your business more interesting to your customers/clients/patients.

Are your promotions fun?

Is doing business with you easy?

Do you strive to develop a relationship with your customers through a monthly newsletter and other communications?

Do you make a big thing out of new customers backed up with a strong stick campaign and up-sell?

There are so many ways to be interesting to your tribe. Spend time each week in quiet contemplation on what steps to take so you remain interesting and exciting to your customers. I’m sure you will come up with many ways on remaining relevant in your customers’ lives.

And don’t make the mistake of dismissing this advice because you got it for free at this blog. This is where I spend a lot of time with my clients; strategising ways to make them more exciting to their customers, more interesting and ultimately more valuable. They pay me a lot of money for this, so if you’re smart, you’ll spend some quality time thinking about this and how to create more interest in your business.

The important thing is to remain agile and quick to change.

Reinvention is the constant reality we all face.

But it isn’t as daunting as you may think. Yes, constant reinvention of your business is an ever-present reality of this new economy. However, most times, it’s not about total change or big change to the core business, but by changing processes inside the business to get better results.

Think about that one.

And, I’d love to hear your comments.

P.S. Next week: Shock Night! You’ll see a very cool way to snap your prospects awake and instantly get their attention.Related Posts:

Opportunities Are Everywhere

Pete Godfrey — Sun, 23 Oct 2011 23:45:49 +0000

I remember reading that line in a book back in the mid nineties when I was still out of control and beating my head against a wall.

I won’t repeat my reaction here… let’s just say I thought it was fine for this rich guy to say that, but what about me?

Anyway, it wasn’t until I changed my attitude that I realised just how true those words really were.

These days, it’s become a mantra for me; deeply ingrained… I couldn’t live any other way. I’m switched on to opportunities; like a bloodhound on the scent of an escaped prisoner, I hunt down opportunities with a determination bordering on obsession, the thrill of the hunt edging me on and pushing me forward.

So what about you? Are you alert for opportunities? Is your mind flipped to this way of thinking? Well here’s something that will help, no matter where you stand.

Here’s something BIG that could be worth a fortune to you and it’s only through experience that you get this knowledge… they don’t tell you about this stuff in books or on facebook.

Listen up: In business, when you keep your eyes opened and keep your eyes on the numbers, you may get two breakthroughs.

Media
Market

Media example: I have a client in Sydney specialising in children’s behavioural problems. Advertising is expensive and we were looking for a media breakthrough. We found Sydney’s Child magazine and this has been a big breakthrough for her, effectively slashing her advertising rates while honing in on a captive, targeted and highly motivated audience.

Market examples: Okay, here are a few market examples to get you thinking like a marketer, thinking like an opportunity-focused entrepreneur.

1: A client of Dan Kennedy’s offers Russian Brides to American men. After painstakingly going through his client list he realised many of his clients were long-haul truck drivers. Think about this! How can he use this information? Can you see what a goldmine this is for him?

2: I’ve got a client in the beauty industry and upon heavy questioning from me, he realised there is a subsection of his clientele that just laps up his services. I can’t give it away here what that subsection is… however; to get this lesson you don’t need to know. Just think about how important this is to him and his marketing. He can now actively seek these women out and make targeted, emotional offers to them with pinpoint accuracy, hitting the hot buttons that are already stirring inside this market.

3: I’ve recently come across a great market for my copywriting training. And if I wasn’t so busy, I’d target them now. (It’s on my to-do list.) The only way I discovered this was by keeping an eye on my members and customers, who they were, what they did for a crust. It’s why I take care of all my white mail even though some days this takes 30 or more minutes… I wanna know what’s going on, what’s being said.

Think!

This is GOLD.

This forces you to think like a marketer!

Look, I thoroughly believe for any product or services there is a passionate subsection of your market, a sweet-spot that when found and targeted can open the cash flow floodgates. So might pay to back up a little, read the above again and think about your own business. What media and market breakthroughs aren’t you capitalising on?

Here’s another BIG POINT: A lot of times, we can get myopic, our money making antennas are only raised for opportunities inside our own niche. But opportunities are everywhere… that’s why you’ve got to always be awake, keep your eyes and ears opened. Back in my working days, I used to get all of my jobs from the pub. I’d be there drinking, but also keeping my ears opened for job opportunities. And basically, nothing has really changed… I still hear about some good deals over a beer or two.

SIDE NOTE: A BIG lesson I got by working with a very savvy client is always try to maximise your winners. Analyse your winners and see why they are working.

According to my client, the two BIG areas to look to for improvement and what you should be looking for are…

Media breakthrough
Copy breakthrough

Love to hear your thoughts on this article… and I trust you can see the value of what I’ve revealed. See you next time, cheers Pete.Related Posts:

I’ve Got A Secret

Pete Godfrey — Mon, 03 Oct 2011 23:33:51 +0000

Have you ever tried to keep a secret?

Pretty good at keeping secrets are you?

Or are you absolutely dreadful?

The point is:

People Love Secrets

We all want to know the inside gossip.

We all like to know things that other people don’t know.

Get this:

Secrets are one of the most powerful buying triggers you can possess in your copywriting arsenal.

Do you want to know two BIG secrets about secrets? (Sorry, just couldn’t resist it)

First:

People want and need to believe that their problems are caused by secrets that are being kept from them.

It’s the old “conspiracy theory” click, or the “it’s not your fault” click.

Far be it from most people to have a look in the mirror. Much too confronting.

As a copywriter, this can easily be manipulated into your copy
so you can cash in on this powerful trigger.

Second:

We as humans believe in secrets.

It adds the spice to life.

Ever since we were children we have believed in secrets.

Little Johnny had a secret about young Susie and what really happened on school camp.

Young Toby’s got a secret about Miss Dean and Mr Jacob and what they get up to in the staffroom when no one’s around.

Jackie’s got an embarrassing secret about her little brother and why his sheets are all wet and smelly in the mornings.

The point is, from an early age we have been conditioned to secrets.

We’ve been conditioned to wanting to know the secret… we need to know, we have to know!

Secrets have been used in many markets. From weight loss to stock market trading systems, secrets work to get the sale.

Have a think for a minute how you would feel if your best friend told you he knew a secret about another friend of yours. But he promised her he wouldn’t tell anybody and that he absolutely can’t tell you, sorry.

How would you feel

Would you want to know?

Think about that the next time your write “secrets” copy. Tease the hell out of your prospects so they buy to get the answer!

Secrets arouse our curiosity to a fever pitch. Curiosity is the element that drives the sale.

Here’s a headline I came up with recently for a client while critiquing her letter.

Secret Confessions of a
Celebrity Make Up Artist

Next week, we’ll look at curiosity in detail and I’ll give you two BIG ways to arouse your prospect’s curiosity to a fevered pitch

Let me know your thoughts on this.

Cheers, Pete

P.S. Folks have been asking me whether or not I’ll be doing another Copywriting Intensive this year. The answer is yes. It’ll take place in Mackay late November. I’ll let you know the details shortly.

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Sales Copy Is King

Pete Godfrey — Thu, 29 Sep 2011 01:16:39 +0000

FOREWORD: Many folks have been asking for more copywriting articles. So, because I’m such a generous and obliging kind of guy, for the next couple of weeks, my posts will all be about copywriting. You want insights into copywriting then this is the place to be.

Language is critical to making sales.

The ability to put words together to form a complete sales message that motivates folks to buy is a skill ALL business owners should possess.

Fact is, many business owners and entrepreneurs can’t afford a full-time copywriter. If you operate a true Direct Response business, then you know there’s a ton of copy to do each month such as: New Promotions, Emails, Reactivation Campaigns, Newsletters, and Videos and so on; it never stops.

Your business is fuelled by copy. It’s the life-blood of your business. So for many, hiring a full-time copywriter is out of the question. They need to do all or part of the copy themselves.

If you’re in this situation, then it’s vitally important you get at least competent at writing copy and spotting good copy. If you want real freedom, real independence and take control of your business and financial future, you’d do what it takes to get good at this #1 money making skill.

Make no mistake, everything revolves around great copy.

Your most valuable assets other than your Tribe and the relationship you have built with them, are your sales letters, websites, emails, ads… not your office equipment, your staff; not the balance sheets understood by Bankers or Accountants.

The ability to sell should be your #1 business goal. Above all, mastering the skill of writing copy that sells gives you independence, freedom to create profits at will, self-reliant in a world that breeds reliance and dependence.

This to me is the ultimate freedom.

While others, what Kennedy calls the “mediocre majority” look to Government to provide the answers and to provide for them and their families, you’ll have your hands on the steering-wheel, driving to the destiny of your own making; not cowering in the corner with a furtive glance, hand held out in submission.

When you can sell, when you can write copy that sells, life and business gets a whole lot easier and a whole lot more enjoyable too.

The GOOD NEWS for you is, writing great cash-sucking copy is a skill that can be mastered… you just need desire, commitment, and get the right mentors.

Which leads me to this… which is obviously a shameless plug… but one that has your best interests at heart.

In my humble albeit self-serving opinion, there is no better publication in Australia to get that knowledge, to hone your skills, to develop a true understanding of copywriting and the thinking that goes on behind all great promotions than my newsletter.

You want copy breakthroughs then my newsletter is THE place to be.

Brief Interlude With Bret Thomson:

“My secret weapon…”

“Clients often wonder how I get my BIG ideas, how I get them such outrageous results. One secret that I’ve been guarding close to my chest is Pete Godfrey’s Emotional Ad Writing & Marketing Letter. It’s my monthly dose of reality… my monthly dose of BIG ideas. If you want the insider’s advantage we pros use every day… then grab Pete’s newsletter… and guard your copy like a snarling pit-bull on a four-foot chain.”

Bret Thomson, Master Copywriter, Gold Coast QLD

Okay, I’m back from my shameless plug (I don’t know what came over me).

Here’s the point I want you to get…

It takes commitment to hone your copywriting skills. The ugly truth is many just won’t bother.

Too hard.

Too time-consuming.

Let’s face it; some folks have the attention span of a teenage X-Box addict on a Red Bull diet, the commitment level of a Politician’s pre-election promise.

They jump from one “Guru” to the next, one opportunity to another, caught in the glare of the dazzlingly brilliance of shiny objects, in the futile never-ending search for microwave-quick results. Like the Sirens of old with their seductive songs calling Sailors into the rocks and ultimate deaths, shiny objects can smash any hope of long-term success.

Anyway, you know different.

Success in business comes through mastery of a skill(s) such as copywriting.

The smart thing to do is to figure out what’s important and what’s a distraction.

The ability to write copy that sells is an asset, plain and simple. And as mentioned earlier, you’re in the right place to hone your copy chops right here, right now.

In the coming weeks, do yourself a favour and check in here at the blog. I’ll be posting some eye-popping, jaw-dropping, profit-pulling posts on copywriting.

And here’s another point to keep in mind, and one I discussed with Ted Nicholas on the phone the other night:

Even if you do not want to write the copy yourself,
it’s smart to know what good copy looks like.

So look out in the coming weeks… and get trained by me in the seductive art of copywriting.

But a word of warning: It can become addictive.

See you next week.

Cheers, Pete

P.S. A good place to start honing your copywriting chops is by studying my Emotional Ad Writing System. And the good news is; you get this amazing system free when you grab a subscription to my newsletter. http://www.emotionaladwritingletter.com

P.P.S. The hardest position to fill in any business is at the copywriting desk. The person who can craft a compelling message that gets acted upon, whether sales letter, web page, email, video script and so on, will never starve and can name his or her own price.

Related Posts:

Facebook Frolics

Pete Godfrey — Wed, 21 Sep 2011 02:21:45 +0000

Pete’s Note: Everywhere you look its doom and gloom, war and famine; no wonder everybody is so damn serious these days. Anyway, I thought I’d lighten things up a bit, and post this little article which was sent to me recently. Let me know if you get a chuckle.

By David Attaboy – London, England

BIO: David Attaboy is a 48-year-old unemployed lorry-driver who until recently lived with his mother Irene in the tiny hamlet of Moon-me-on-Pond just outside of London. Thanks to facebook, this former recluse is now a celebrity in the “Abundance/Wealth Attraction” field and regularly speaks on this topic on stages throughout the world. David’s motto is, “You keep giving me money, and I’ll keep living abundantly.”

Ah facebook… what would I do without it?

In days of old (pre-facebook) when I wrote something cool, like a letter to the editor, I’d have to wait ages for folks to notice it and then call me… or worse, write me a letter.

It took days to get any feedback; and if you’re as shallow as me, waiting for this reinforcement to my ego was a very neurotic, worrying time.

With facebook, I can get an instant thumbs up and sometimes, I’ll even get a few comments. And I don’t even have to say anything great.

For example, here’s a recent post that galvanised my “friends” and had them commenting and hitting the “like” button like there was no tomorrow…

“The Universe is congruent to our inner-most selfish desires… to obtain true abundance, one must embrace the self.”

Now don’t ask me what that means okay. I just made it up.

But I found the vaguer I am with my comments, the more responses I get.

Plus, I don’t want to be specific because frankly, I really don’t know much about anything.

I mean, I left school at 15, haven’t read a book since, and my last job was back in 1994 when I used to drive lorries.

And besides, if I’m vague, folks will just read into it what they want and then think I’m some kind of genius (I’m building up a real following).

So I love this world we live in.

A world where anyone can be heard.

A world where anyone from a 12-year-old truant in Nebraska to old Ethel, the 87-year-old lady from Pyrmont Retirement Village, can all be heroes and experts and all have their say.

It makes my heart sing I tell you.

But upon my first exploration into the weird and wonderful world of facebook, I quickly realised there are certain conventions to uphold.

I felt like one of those natives in that movie “The God’s Must Be Crazy”… everything seemed so foreign. But I soon learnt my way around.

I discovered if someone likes you you’ve got to like them back. If someone comments on my wall, off I’ll go to their wall to have a read and leave a comment.

And I’ve realised I must be careful.

If I comment on Susie’s wall more than Jeff’s, well Jeff is going to start feelin’ a little insecure, maybe start thinking I don’t even like him anymore.

So I’ve got to be careful.

But after a year or so of stumbling around the minefield I’ve got it all sorted.

These days, I’m a celebrated speaker and it’s all thanks to facebook.

I don’t even live with my mum anymore and I’ve finally got a girlfriend, she just loves my celebrity stature.

Anyway, gotta go.

I’m speaking at a Wealth Attraction gig this afternoon… sharing my wisdom and insights on how to attract wealth.

See you on facebook!

Pete’s Note: Hmmm… comments?Related Posts:

Cashless Society?

Pete Godfrey — Thu, 08 Sep 2011 00:51:43 +0000

What is it with people who don’t carry any cash?

Is it a scarcity thing?

Are they broke?

Are they scared to carry any cash in case they are robbed?

Who knows, but I tell you, they’re making a BIG mindset mistake… one that could shackle them to a lifetime of mediocrity.

Let me explain a bit about this here rant and why it’s important to you and ultimately, why it’s important to your financial health. Here’s the story…

It was our last week at the apartment and I was itching to get home. We all were. We had spent 6 months there as our house was being fixed up after the floods. So we were eager to get back home, get into the backyard and do our thing.

Anyway, the apartment was just a short stroll to one of the major Shopping Centres. It’s nice and handy. And seeing as I do a lot of the cooking at home, I had been walking to the Shopping Centre regularly.

On this occasion, according to the sign peering on down at me, I had one too many items in my basket for the Express Checkout. (Supermarket etiquette clearly states: Supermarket rules are NOT to be broken!)

This left me two options for getting the hell out of there.

I could use the self-service machines, an option I quickly dismissed as I watched a red-faced woman arguing with the automatic checkout machine, her face knotted in frustration. No way, not for me.

So that left the only other option; a choice of four or five checkouts that were opened.

I scanned my options, settled on my choice (in the back of my mind fearing I had made the wrong choice), and stood in line. In front of me were three folks; a business guy in a cheap suit, a middle-aged lady in a Toys R Us® uniform, and a young mum with two toddlers in tow.

Nothing special there.

However, it did take a while to get to me; that’s because all three of them paid with cards, not cash. All savings accounts too, not credit, so each customer had to enter pin numbers etc. The check out girl let out a sigh of relief when I pulled out a couple of fifties to pay my bill.

Strolling home, dodging traffic, I got to thinking. I thought of something I read the night before written by Matt Furey. His book “101 Ways to Magnetise Money” had arrived and I devoured it in one sitting. I knew it would be good. I like Matt and I like his stuff. You wanna think abundantly, spend a couple of days with Matt, he’ll sort you out. I know, because a few years back, Matt and I had spent a couple of days together hanging out at Starbucks talking marketing, copywriting, mindset and an electric mix of other topics that stretched my thinking.

One thing Matt talks about is having cash in your pocket.

It’s good for your subconscious.

You don’t have to spend it; just have a BIG chunk of notes right there in your wallet so every time you open it up, all those hundreds are staring back at you; reinforcing wealth into your subconscious mind.

Try it; this works.

I shared this at my Last Ever Master Class and I know a few students are now doing this… carrying a grand or two around with them wherever they go. I’ve got a client who carries a stack of hundred dollar bills in a gold money clip. Around ten grand’s worth. Never leaves home without it. It’s all good therapy. Because get this: If every time you open up your wallet and there’s no cash inside, just plastic, what’s this reinforcing? Lack! Scarcity!

Even if you are struggling at the moment, you can still do this.

When I was flat broke, still working for the man, robbing Peter to pay Paul, I had a lucky one hundred bill that travelled everywhere with me.

If I was hungry, I would take that sucker outta my pocket and have a look. But I wouldn’t spend it. I could, but I never did.

Hey, this wealth strategy is even more important if you grew up with a lack of money in your house. Chances are, if that’s the case, there’s a lot of negative crap running rampant inside your head concerning money. It’s important to grow and to unlock the shackles of the past and embrace an abundant future.

Coming from a working class, blue-collar background, I had a whole lotta hang-ups about money. It’s not until you start getting successful, start bringing in the money, that these hangs-up rear their ugly heads.

So I worked hard on myself.

I read the books, went to the seminars, spent time in the mornings to reinforce abundance.

There are many little rituals I still do every day to ensure I stay on the abundant path and don’t go careering off into the scarcity wilderness. Too many to mention here; but here are just a few of the things that work for me.

BIG POINT: I create for myself ideal situations and environments where wealth and abundance are the natural order.

I eat at top restaurants
I stay at 5-star hotels
I tip liberally and often
I carry a big wad of cash wherever I go
And so on.

But it’s in my writing bunker where you’ll see the images and feel the presence of abundance. I use wealth triggers around my office to constantly reinforce abundance.

$100 bills stuck on the walls so everywhere I turn I see money.
One draw full of cash that I open regularly and stick my hand in; sometimes adding to the bounty with a handful of notes.
Photos of cars and holiday resorts tacked on my walls.
Clocks everywhere I look to reinforce time is money and to get busy.

I use everything I can to keep my mind on abundance.

Because it doesn’t matter how much we know, what opportunities we are exposed to, or who we know, the FACT is: Success will elude us if we’ve got the wrong mental attitude. I work hard to keep a positive mental attitude because I know, that’s where the money is.

Love to hear your thoughts on this… Cheers, Pete

POST SCRIPT: I’ve recently completely updated and revamped my mindset talk into a jam-packed two hour presentation called: “How To Think Rich, Get Rich & Stay Rich.” I will present this talk as a free added bonus at our Masters of Conversion Super Conversion in October. I trust you can join me. http://www.mastersofconversion.com.auRelated Posts: