Advertising can be pretty boring but Ikea’s headline is inviting its customers to to wee on their advert. If their woman customer is expecting a baby, it will reveal a discount for one of their cots. Their headline is:
PEEING ON THIS ADVERT MAY CHANGE YOUR LIFE!
Apparently there is a chemical in the urine of a pregnant woman that interacts with another chemical on their advert to reveal the discount code.
Very clever.
You could say it is also a pregnancy test! However, it does mean that they have a tightly targeted audience who will get a great introduction to Ikea and encourage them to come into their store to buy more products for their baby.
Of course, most of us would like to piss on advertising for very different reasons!
Creativity is a key ingredient in advertising and in the past there have been some great headlines.
Here is one from Jon Morrow:
HOW TO QUIT YOUR JOB, MOVE TO PARADISE AND GET PAID TO CHANGE THE WORLD
You could easily change this for your own purposes:
HOW TO FLIP YOUR MIDDLE FINGER AT YOUR BOSS, WORK FROM HOME AND GET PAID TO IMPROVE OTHER PEOPLES LIVES
HOW TO CHUCK IN YOUR JOB, WORK ANYWHERE IN THE WORLD AND GET WELL PAID FOR DOING SO.
Here’s another by Ashley Ambirge:
CAUTION: STOP MASTURBATING WITH YOUR MONEY
We can change that to:
WARNING: THIS IS JUST ‘MIND-MASTURBATION’ IF YOU DON’T TAKE ACTION (- this should be a warning on all training courses and ‘how to’ books!)
DON’T MASTURBATE WITH YOUR MONEY – BUY THIS!
Here is another by Rita Templetion :
YOUR PENIS WON’T FALL OFF AND OTHER THINGS BOYS SHOULD KNOW
How about this:
IF YOU DON’T BUY THIS YOUR PENIS WON’T FALL OFF BUT…
WHY THIS COULD TURN YOUR BALLS TO RAISINS AND OTHER SECRETS INTERNET MARKETERS SHOULD KNOW
How about this one by Yvette Caster:
21 REASONS TO HATE KIDS
We can come up with:
21 REASONS TO HATE… (KITTENS, PUPPIES, PARENTS, MARRIAGE, SEX, GOLF, INTERNET MARKETING, MY BLOG etc etc)
These headlines are both outrageous and entertaining and invite readers to read on to find out what you are talking about.
Other than inviting your readers to piss on your advert, what outrageous ideas can you come up with for your adverts?
This is how I feel when it comes to writing sales copy!
In this article I want to briefly cover the chunk copy copywriting strategy – a strategy that I learned by listening to ‘The Kaizen Copywriting System’ videos.
This is a summary of the notes that I made.
This system appeals to me for the following reasons – it relies on a policy of:
no hype
no long-form copy
no testimonials
The system advocates ‘chunk’ copy – in other words ‘pithify’ your offer into the most essential elements.
You need to ask yourself ‘how can I explain this in as few words as possible and still convey the benefits?’ i.e. what’s in it for my customer.
Never assume that either you are known to your customer or that they ‘get’ your product or service – think in terms of explaining it to a beginner.
Your business is to solve someone’s problem. Never forget that.
This means that you employ an ‘issue & tissue’ strategy where you introduce a problem (issue) and then offer a solution (tissue). You need to explain the problem better than they could and then offer lots of ’tissues’.
In your sales copy, you need to hit them with your best stuff ‘above the fold’ of the page i.e. in the top 600 pixels of the page because you lose 50% of your visitors when they have to go below the fold.
After you have written out your copy, you need to read it out aloud to make sure that it flows easily. Copywriting is about editing – print it off, read it out loud, mark your edits and repeat this process until you are satisfied. If you get stuck, take a break and come back to it.
Writing Sales Copy
When writing your sales copy, write down a list of 15 things that your product or service does and then write a few sentences about ‘what’s in it for me’…
This is what it does. For you that means…
This is what it does. You don’t need to…
This is what it does. Imagine…
This is what it does. Because of that…
Arrange your 15 items in a logical sequence and then format your sales letter in one of two ways:
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Sales Letter Format #1:
Headline
Video
Subheading
Copy (& Image)
Subheading
(Image &) Copy
Subheading
Copy (& Image)
…and so on down the page
Offer Summary
Copy
Order Button (Click Here To Place Your Order)
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Sales Letter Format #2:
Headline
Video
Subheading
Copy Box Copy Box Copy Box
Subheading
Copy Box Copy Box Copy Box
Subheading
Copy Box Copy Box Copy Box
…and so on down the page
Offer Summary
Copy
Order Button (Click Here To Place Your Order)
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Writing Video Copy
Always write a script for your video first. 160 words = one minute of video.
Videos are great for demonstrating ‘before and after’ scenarios and for demonstrations of your product.
Here are 4 potential video script formats:
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Video Script Format #1:
Just the facts
i.e. to the point – what it does with no hype or sales pitch – the text underthe video explains ‘what’s in it for me’
This is the fastest script to create and deliver.
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Video Script #2:
The Classic Video
State a problem (better than they can themselves)
Introduce the promise of a solution.
Introduce your ‘chunks’ of copy that say what it does and what this does for me.
Call to action at end telling them what to do next. (To find out how, see below this video.)
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Video Script #3
What about Bob?
If you cannot come up with a compelling script, introduce a fictional character showing his life before and after using your product or service.
Introduce the character.
Show problems that cause suffering in his life.
How the solution (your product) has made him happy and successful
Call to Action.
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Video Script #4
The Curiosity Script
Use a Powerpoint presentation to create curiosity to cause people to take action to learn more.
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Writing Email Copy
Use plain text emails.
Never sell blatantly in your emails.
The only purpose of your email is to get your reader from Point A to Point B i.e. to click on the link in your email to find out more.
So don’t give everything away – this is teaser copy that evokes curiosity.
Your subject line, to get them to open and read your email copy, is very important. Ask yourself whether you would open your email based on the subject line.
Example subject lines:
Horror story
How to…
A question – Are these bugs or fruit?
I don’t (blank) and why you shouldn’t either.
It all ends today…
You’re wearing invisible underwear.
I can’t believe they are doing this to you.
Here are four formats for your emails:
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Email copy type #1:
The Kaizen Classic
This is short copy that evokes curiosity, explains what’s in it for them and offers tissues for issues.
It is short and to the point.
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Email copy type #2:
Edumail
State a general problem that the market faces and it’s cause.
Educate on common solutions and their pro’s and cons.
At the end, offer an easier or better solution (- your product)
Call to Action
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Email copy type #3
The Acid Test
Pick a product that’s attracting attention in the market and subject it to an ‘acid test’.
Compare it to alternatives.
Subject line: ‘If you only knew the truth about this!’
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Email copy type #4:
The Story Email
Your whole life is a story – use it to create compelling story copy.
Most conversations are stories – use dialogue in these types of emails.
There’s what happened and your story of what happened.
Stories are powerful in your copy – use them.
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Conclusion
This is just an outline of what I learned in the Kaizen Copywriting System training. This training comes in the form of a lot of short (chunk!) videos that clearly sets out the system which makes it easy to understand and consume.
This copywriting strategy of chunking your copy to fit with readers attention span on the internet makes a lot of sense to me unless you are a top copywriter.
As most of us do not fall into the category of ‘expert copy-writer’, use this ‘chunk copy strategy outlined by this system to at least get your offer across quickly and succinctly rather than boring the pants off your readers with a long-form sales letter that is full of hype.
The ‘Puppy Dog Close’ goes like this. The pet store lets you take home the cute puppy for a few days to see if you like it on the basis that, if you have any problems, they will give you a free refund.
The psychology behind this is to remove the risk of purchase i.e. that you’ve made a big mistake without recourse to a refund.
The pet-store owner is banking on the fact that you will grow attached to the puppy and will not be able to bring it back because you have formed an emotional bond with it.
The first time I heard about this close was in relation to a store that sold expensive televisions in a rural part of the country. They were a top seller of televisions by simply using the puppy dog close – they were banking on the fact that when the owner of the TV got it home and showed it off to his family, friends and neighbours, his ego would not allow him to return the television to the shop.
The reason I’ve written this post is that I was reminded of this close when I read this article which is a variation on the original Puppy Dog Close…
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The Great Puppy Dog Ambush and its Devious Lessons for your Web Conversions
It was an ambush.
There I was in Brisbane at a seminar and… it happened.
Like all good ambushes it was deviously planned, cunningly created and implemented with military-like precision.
The first inkling I got was when my iphone vibrated (naturally on silent because of the seminar!) indicating a text message.I looked at it under the table. The text contained 6 words which are enough to send a shiver down the spine of any man with a wife and children.
All it said was…“we r @ the pet store”.
OMG.
The training was really good, high quality but my day had taken a turn for the worst.
My response: “we’ll talk when i get home”.
It happened again. Text vibration went off.
This time a picture.Youngest child holding a cute little puppy.I ignored it.
2 minutes later another text. Second oldest child with same cute puppy. Not good.
All up I received 4 such pics… one for each kid holding this little white ball of fluff.
Ok Poindexter, I’ve heard enough about your family issues, tell me what’s in it for me.
Stick with me here… because the process used in this ambush could be worth a motza for you.
Back to the story…
We had no contact again until I arrived home at about 7 that night to be greeted at the door by a sea of excited expectant faces.You see they knew I didn’t want a puppy.
With a (by today’s standards) big family, last thing I wanted was another mouth to feed, medical bill to pay, “kid” to buy toys for.Luckily for me I arrived home prepared.
The hour drive had given me time to get my objections sorted in my mind and as I walked in the front door I was loading my “gun” with these well-thought out bullets.
Then THE question came…“Dad she’s so cute, can we PLEEEEEAAAASSSSE get her?”
No way. I was prepared. And quite happy to wear “the world’s biggest bastard” tag for a week or 2… they’d come round.
We’re not getting a dog.
“Why not?”Ok, time to click the safety switch off, work the bolt and get ready to fire…
Because when you have a dog you can’t go on holidays, you can’t get away even for a weekend.
No!“The shop where the puppy is has a puppy motel… only $95 a week and they feed it and love it and look after it very well!”Bugger.
Dogs are expensive. No!“Dad, it’s such a good deal. The dog comes wormed, vaccinated, vet checked. You get a free microchip, free puppy school AND… free doggy hydro bath for LIFE. You won’t even have to wash her!”Damn.
This pet store knows a thing or two about marketing. They’d taken my love-struck kids’ eyes off the price.
I wasn’t giving up without a fight…I’m not getting up in the middle of the night to a puppy. I’ve done that with you kids. Not doing it again. And I’m not picking up dog poo.
No!“It’s ok, you won’t have to we will do it all.”Yeah right. For the first week until the novelty wears off.Then second oldest daughter grabs me by the hand and takes me to the lounge. She points to a piece of paper blu-tacked to the wall under the light switch.A quick tour of the house revealed all bedrooms with this same darn piece of paper on the wall.They’d thought of EVERYTHING.
The paper was a roster. Day by day. Job by job. Each kid’s responsibilities for looking after it laid out for all to see.My name wasn’t there.“See dad, we’ve got it sorted, you won’t have to do a thing!”
This was not going well.I was in deep trouble.
Ok time to bring out the heavy artillery. You see I love my lawn. My neighbours are jealous. Passersby comment. It’s darn sexy.So I let them have it.What about my lawn! There’s no way any dog is going to dig it up.“
She won’t dad, she’s only little and she’s soooo cute!”
World’s biggest bastard was deeper in trouble.
Last chance…If we get a dog, you kids will just fight over who’s playing with it. Heck we won’t even get it home without an argument over whose lap it’s sitting on in the car!
Second eldest says nothing but disappears and returns with my old fishing hat. It contained 4 pieces of paper.“We’ve even thought of that. Our names are in here and whichever one gets chosen gets to nurse the dog on the way home. We all agree. There’ll be no fights.”Then she says…“And you even get to pick the name out of the hat!”Lucky me.
I was defeated.
Her name is Tilly and yes, she’s very cute.Ok, because you’ve read this far… here are the BIG marketing lessons…
Marketing lesson #1: What you offer visitors to your website IS vital. Seems like stating the obvious but you really need to put thought into it. It’s a concept I drum into the copywriters I coach… “GIVE THEM WHAT THEY WANT”.Just like the pet store does when it sells a dog.What do prospective dog owners want? Healthy puppy which is low maintenance… so that’s what they give you. Vet checked, vaccinated, micro-chipped, wormed, puppy school, free doggy wash for life… the offer covers ALL bases.So should your offers. There is massive perceived value built in here. Your mind is on all these “extras” and the cute ball of fluff. It makes it easy to buy and easy to ignore or justify in your mind the asking price.
Can you say the same about your offers? If you answer “NO”… maybe it’s time to give the market what they want with a “puppy dog” type offer.
Marketing Lesson #2: People buy on emotion and justify with logic. Does your copy make it easy for them to do this? That little “war” between me and my kids (me throwing up objections, the kids answering them) is the same “war” which goes on in everyone’s mind BEFORE they buy.
Your copy must point out the value and the result they will get so the “war” in their minds is easy for them to win. When there is emotional connection there… when they can logically justify why they should buy… then BINGO… you’ve made the sale.
Remember, think of all the reasons they won’t buy and then overcome them in your copy.
Just like my kids did to me.
OK, I’m off to play with little Tilly and take care of my sexy lawn…
In addition to the marketing lessons above, I also learnt:
Marketing Lesson #3: Deal with all objections, preferably in advance, as part of your sales letter. His kids had anticipated his objections and were ready with their solutions.
Marketing Lesson #4: Whilst the kids were not in a position to buy the puppy themselves, they heavily influenced the buying decision. This demonstrates that the person who is able to pay may not be the person you need to market your service too. Have you identified the real decision-makers in your marketing?
Marketing Lesson #5: The real profit in this transaction, probably was not the sale of the puppy. A puppy needs eating bowls, dog food, lead and or harness, grooming equipment, dog bed, dog toys, flea treatment and so on. The back-end profits from this transaction are far greater than the initial sale for the pet store – if the pet store is smart this would be part of their back-end marketing system to maximise the lifetime value of the customer.
This is the same in internet marketing – give away something valuable or offer it at a low price, to get a buyer on your list, and then make profits on the back-end with email marketing is the standard internet marketing model.
Another variation on this puppy dog strategy is to give a $1 trial for a few days, with the rest payable automatically unless cancelled – if you have a high quality product. then cancellations will be low and many people will forget to cancel anyway.
The Puppy Dog Close is a very effective strategy – is this something you could use in your marketing strategy?
Once your product is in the customers’ hands and the customer experiences the joy of ownership, the sale is all but certain, particularly when there is a strong emotional attachment to the purchase. Sit down and start thinking about how you could entice your prospects and customers with a puppy-dog close that will make your closing ratios higher than they’ve ever been before.
Please subscribe to my blog if you want to receive more tips like this and feel free to comment below if you wish to add to the conversation.
If you are failing to make sales online, have you considered whether or not poor copywriting is killing your conversions? It doesn’t matter how good your product is – if you cannot get it into the hands of customers then it will not have the opportunity to be a success.
The definition of copywriting in Wikipedia is this:
“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.”
This definition implies that writing with the purpose of selling something is a different kind of writing. Copywriting is therefore a skill that has to be acquired because it is different to the normal way that you write.
Top copywriters can command large fees because creating copy that converts well is a highly-regarded skill which will make or break the sales of your products and services.
Perhaps the biggest mistake made by online entrepreneurs is the failure to create copy that converts well.
If you fail in this area, your sales will be sub-optimal, your traffic will be expensive because you have to drive more of it to reach your sales goals and you will find it difficult to attract affiliates.
A LOT of your success or otherwise will be dependant on your copy.
I was therefore interested to find a product called Advantage Bot (- a horrible name! -) which can predict whether or not your copy will convert well with an 85% success rate.
AdvantageBot contains a built-in database of over two hundred and seventy thousand profitable and unprofitable ads. It allows you to score your own text against this database for profitability.
You can use this tool for:
Sales pages – to craft killer headlines, body copy, stronger bullet points, powerful calls to action and more
Email marketing – to create subject lines to boost your open rates and powerful calls to action to increase the click through rate
Ad campaigns – to boost the click through rate and to reduce your testing costs
Scripts – use the tool to create your video scripts to increase conversions
I own Advantage Bot and you will find that it throws up some interesting results. For example, if you are looking for the wording for a call to action button, you can put variations into Advantage Bot to determine which has been scientifically proven to convert better – is it ‘Buy Now’ or ‘Add to Cart’?
If you chose the latter option then you would be right! But you wouldn’t know it without testing – this tool removes the need for testing. Here is an outline of the scoring system:
However, you may still want to test whether it works for you and whether you can improve your results. So Advantage Bot also comes with a little tool called A/B Optmizer which allows you to split-test any of your copy just to check that Advantage Bot was correct – Advantage Bot is statistically right only 85% of the time so it is not fool-proof! This is how the AB Optimizer interface looks – really clean and simple:
Here are some useful copywriting tips that came with Advantage Bot:
I recently held a Hangout with Carl Picot who has released a product called Millionaire Copywriting Mastermind. If you listen in to this interview Carl you will hear that we both agree that copywriting is possibly THE most important skill for an internet marketer.
Millionaire Copywriting Mastermind is a collection of interviews with some of the top copywriters around today who reveal some of the methods that make them some of the most in-demand copywriters. Whilst Advantage Bot will enable you to carry out tests without spending money, Millionaire Copywriting Mastermind will help you to come up with the copy to test so both products complement each other.
If you purchase either Advantage Bot or Millionaire Copywriting Mastermind through my links then I would be happy to give you a copy of my report entitled ‘The Ultimate Copywriting Swipe File’ which is a report that I prepared based on a thread in the Warrior Forum where the Warriors revealed their favourite copywriting swipes. I compiled this information into a handy little report with links to the resources.
If poor copywriting is killing your conversions then these two products – Advantage Bot (which comes with A/B Optimizer) and Millionaire Copywriting Mastermind – will undoubtedly help you.
