Copy Mistakes That Leave Readers Running in Circles

Do You Like Herding Cats?

Expecting success from a sales letter written without knowing the prospect well, or what emotion of theirs your product might tap into, is like trying to herd cats. 

Firstly, readers won’t connect with your copy, secondly they’ll be left running aimlessly, in circles.  

And if you haven’t done your homework to learn who your prospect is, what moves them, or to know what attracts them to your product, ask yourself “what core benefit does my product provide?”  You'll need these details before writing down one word of copy.

Drilling Down

You may have a number of features and associated benefits that you can identify.  Out of those, pick one and ask yourself, “what makes this benefit so outstanding”?. If your answer comes bask as only a minor benefit or one of seemingly little interest, drill down and ask again, then narrow down your responses to arrive at your core benefit -- i.e. the one that makes your product irresistible to your prospects.

There are number of emotions that come into play when preparing a sales letter.  The key is knowing your prospect. As yourself, what keeps them up at night worrying; how can you make their lives better; how will their problems be solved by your product; how can they look younger, more attractive, be more successful by using your product; and many other concerns that folks share.

The idea is to stir a desire/emotion within the reader that will lead them to want to purchase your product.  At the very least, if you can peak their curiosity, it will keep them moving through your sales letter to find the answer to your promise.

Curiosity Killed the Cat

And curiosity is one of the strongest motivators you could employ here.  For example, wouldn’t you want to know how a product can help you -- with your weight problem, or how it can make you look younger, or perhaps improve your sales results?

You’d keep reading till you found the answer to what was promised in the letter.  And in that letter, you would include lots of vital facts and statistics about how your product satisfies that curiosity and fulfils the needs of the prospect.  

But Are You Vain?

Another major emotion that is hit on in sales letters frequently is vanity.  Anyone working in industries related to fitness, skin/youth-rejuvenation products, or products that improve physical appearance (among others) knows exactly how to stir interest in their products.

For example, a weight-loss product sales letter may reach a core emotion this way….

..“Now, you too can look better, feel better, lose inches, improve your appearance in as little as 8 weeks.  No more diets, no more starving yourself -- it’s safe and easy to use.

This newly developed and scientifically-proven product has delivered remarkable results in all types of folks, with all types of weight-loss issues.  

You’ll see testimonials from satisfied clients a little farther on, but right now, imagine the envy of your family and friends when you reveal the new you. You're wearing that outfit you’ve been talking about buying for so long… but you just didn’t dare, because of your image concerns.  Now you can show them all, ta-da!”

… and you’re hooked!

How could you not want to continue reading a letter like that if you were looking for a solution to weight loss?  Who wouldn’t want to discover how to become a better, more attractive you? How could you resist having an extra spring in your step, a gleam in your eyes, and a slimmer looking body?

I’m No Different

I know… I’ve done it myself… continued reading so I could find out more information about a product, its benefits and features, accept the proof, have my objections removed, and then purchase products based on the initial emotion that’s been stirred.  

It works and is very powerful.

Work on Those Emotions

Isolating and working on those core emotions in your sales letter will vastly improve upon the interest of and bond with your prospect. There's no need to run in circles, know your prospect, and know your core benefit.  Then create some sales-letter magic.

If you like this article and have any comments or additional suggestions, I’d love to hear from you.  Just leave your comments in the box below.  And if you know someone who might be interested to learn about how to write effective copy, feel free to share.  Thanks for your interest.

Why did you lie? Where is the honesty in your copy?

I was sold: I thought I was getting this fabulous product.  Why did you lie?  Where is the honesty in your copy?

I was looking forward to transforming my life.  And I have, but just not in the way I thought I would - according to your copy. Why did you Lie?  Where is the honesty in your copy?  I'm very disappointed.  I want my money back.  And I'm never doing business with you again! 

Why Did You Lie?  Where is
The Honesty in Your Copy?

The aftermath of this faux-pas results in a review of your copy to figure out what could have gone wrong. You laid out all of the features. Those were killer.  You made it sound so convenient and easy to use your product.  Yours was the best whats-a-ma-whooz-it on the market, according to the information you provided.  

Certainly, it was different from any other whats-a-ma-whooz-it  in the same class.  And the benefits... oh my!

Ooh... and that extra information to really put your copy over the top was a bonus.  However, was it truthful?  Did you amp it up just a bit to make things sound a little better than they really are? Did you use testimonials that support these claims?  Hmm... I wonder...

Businesses take heed.  Of course you want to promote your whats-a-ma-whooz-it .  It's in your best interest after all.  Your business growth and sales are vital and your success is dependant on it.

But what happens when you misrepresent yourself or your product?  Customers become dissatisfied. You lose sales. 

You might be thrilled to receive those positive testimonials.  You even include them in your copy.  It can only add to your credibility, right?  But what are you doing about the negative feedback?  Are you ignoring them?  Are you solving the problem with your whats-a-ma-whooz-it copy?  Or, are you just letting is slide because those negative comments seem insignificant in number?

While you're letting that slide, so are your sales.  You're losing those existing customers. They're talking about you and those negative comments have a bigger impact than you can imagine -- further losses in business on a compound basis.

Remember... It's much harder to earn a new customer, than to keep existing ones.

Once you've lied to your customers it will be very difficult (if not impossible) to regain their trust and get them to buy from you again. Trust is a main factor in the reason people do business with each other.  If you've broken that trust... the relationship  is done.

What's the solution? It's simple. Don't lie about your product or its capabilities and benefits.  Keep your copy honest.  Any embellishment about it is not worth the consequences. Use truthful, accurate information with testimonials that support your claims about the product's properties.

You can do without that extra fluff and hype, because the results can be disastrous - from a simple loss of clientele, to even a lawsuit. So why lie?  Keep the honesty in your copy and save yourself a lot of trouble.  Your business and customers will thank you.

(If you value the skills of a professional copywriter and want to talk about how it could help improve your business results, connect with me to start that conversation.)

Investing in Copywriting Services - How To Influence Cleints

When the client recognizes that he is "investing" in copywriting services, rather than looking at it as an expense, the project can take shape to deliver the bigger results.

The bottom line is that the client is always interested in his bottom line. Unfortunately, that could lead to a discussion around fees before you even know what his needs are.  If the client saw our product as investing in copywriting services, and not a hit on his marketing budget, copywriters would feel more confident about how much they charge and by what method.

Investing in Copywriting Services  - a Wise Choice

Those fees reflect the services delivered, and are a small portion of the total value that the client places upon future results.  Surely that is added incentive for clients not to wince at the prospect of value-based fee structures.

Initial discussions should never be about figuring out the cost or about your hourly rate -- that could restrict the scope, magnitude or results of the project and ultimately jeopardize the development and outcome before it even gets started.

Steering the client toward a talk about the value of the results and how investing in copywriting services, is more beneficial to the client.

It allows for a review of the expectations of the project in a wider scope and how results the can be seen, from the beginning to the end.  This creates more interest: The client becomes inspired and eager to get started.  Suddenly, a value-based fee is not such a big issue since they are clear about the impact of the results that copywriting can deliver.

To make the best of your discussion, identify how the client envisions the project taking shape; what problems he wishes to tackle; how much he expects/hopes to increase revenue in a year's time; and the value he places on achieving those results. The copywriter can then develop a comprehensive and value-based proposal for the client to consider.

If the proposal allows for breaking up the project into smaller bits, thus offering the client various options, that's even better.  Often the client will realize that the decision-making is left in his hands and more often than not,  since value is very important to the results, the client will opt for the larger  scope of the options presented to him.

Not Every Company Has Copywriters on Staff -
That's Why Investing in Copywriting Services is So Valuable 

Not every company has the luxury of having a skilled copywriter on staff.  Isn't that why they go out searching for that service in the first place?  They are investing in copywriting services that they do not have on hand. So here's where the value comes in, naturally. Remember, the fee is not just about charging for the copy per say.  It's about the skills and knowledge amassed and learned over the years, and the ability to transfer those skills into wonderful, compelling, flowing words that help businesses solve their problems.

Investment indeed!





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How do you prevent your many product distributors from using too many messages?

Chances are, unless you make this tool a part of your enrolment pack or beginner kit, you're going to end up with too many messages, providing varying levels of information to many prospects. Results? Fewer conversions.

What I'm talking about here is providing your down-line of many product distributors with a set of communications materials that will ensure your message remains consistent throughout the entire organization.  From top to bottom, and everywhere in between.

While it's great that your many product distributors are go-getters -- and they should be if they want to be successful -- there's a high probability that the majority of those people won't have the research or copywriting skills required to create the outstanding material that could get them that next sale.  Some of their accompanying material may be accurate, some might only be partially accurate.

Many product distributors who write their own content have copy that is boring. It may not have enough information to keep prospects interested, and most likely doesn't ask them to buy. Gasp!

If you're the sort of organization that has many product distributors in your down-line, it would definitely be beneficial to your communications strategies, as well as your ROI, to have a skilled copywriter to create your materials.  You can then provide your teams with communications and correspondence pieces that ensure consistency and accuracy at all times, and enhance your promotional arsenal.

As an example, I just met someone who has her own product distribution business that she runs from home, and it's a great company that she's working for. She offered to send me a sample product, which I was happy to receive and try out.  Along with that sample was an accompanying letter.  The letter was good, and there was also much more potential - to offer her prospects plenty of valuable and interesting information about the product and all of its benefits that most certainly would encourage a purchase.

She was gracious enough to allow me to work with her to revise her letter. We added more interesting facts and details about the product and highlighted how the company is unique in its processing of said product.  The finished letter has lots of oomph and appeal so that readers will want to continue reading, be excited about trying the product, and then order more - because I also made sure to include that all-important Call to Action (I have also recommended an order form be developed and included).

Now this is for just this one distributor. One of many product distributors within this very large organization. I'm left wondering, what are all the other distributors doing when they send samples?  

Are they all using different accompanying letters?  Do they even bother with one? Do they even use an order form?  My sample did not provide one at that time.

It is highly probable that this company does not have such valuable tools and resources available to their many product distributors.  I could only imagine the added benefits to the company if they did.

It could enhance their businesses, and the organization could be sure that each and every one of their many product distributors was singing from the same song book.  Information would always be accurate, distributors would be ready to work their businesses with more assurance, and with the possibility of achieving better results.

The well-written thank you letter with specific messaging about your USP, details about the product(s), the product benefits, testimonials, and a call to action -- all in a friendly tone -- along with an order form... and even a postage-paid return envelope (if budgets allow), are the ingredients to this recipe for success.

Remember... it's all about making things as easy and convenient as possible for the prospect to do business with you.  And for the organization, it's all about making sure your communications messages - used by your many product distributors - are consistent.

If you find this article interesting and useful, let me know by commenting below. Or, if you want to make sure to receive all future posts automatically, just provide your e-mail address in the box to the right.  Thank you for your interest.

And if you would like to talk to me about how a enhanced communications material could help your business, just Contact me.

LEADERSHIP WITH STYLE - A WINNING FORMULA

If Apple never had leadership with style like that of Steve Jobs, do you think it would have become the behemoth success that it is today? 

This topic is a departure from offering tips for better copy, but I feel that good Leadership with Style is essential to every business' success and a topic I have given a lot of thought to in my various workplaces.  Because, behind every successful company is a great leader, and following that leader, a great cohesive team that buys into the organization's culture, ideologies, plans, goals and dreams.

And how do you get your team to that fabled point? By introducing a leadership with style, and having an accompanying vision that everyone can understand and see themselves being involved in.

If you, as a leader can inspire your team to see the importance of each of their positions and how they are essential to each cog of the organizational wheel, those team members will take a more vested interest in the outcome and the results of the work they do. There is more of a sense of responsibility for those outcomes.

And not only will the staff's work matter to each of them as individuals, but also as a whole unit. People will be more willing to pick up slack, contribute more to the larger goals of the team.

Leadership With Style Allows for Celebration of Success - Together

If you can convey the importance of their work to the big picture, you are changing a mindset. Where you might have had negative-nellies, or dissenting individuals that could prove poisonous to a work environment, instead you gain valuable allies on the way to success.

And good leadership is one that recognizes everyone's participation and celebrates those successes... together... as a team.

Now introduce the vision of how their work fits into the grand scheme of things - how things function together to result in the achievements, as set out in the organization's Big Picture. A good leader can get that picture across to a group and encourage people to be more cohesive, to work as a unit and bolster their output.

A great leadership with style allows its team members to be more involved - perhaps in planning, goal-setting, or other areas where objectives are set and subsequently keeps staff interested. For instance, if your idea or contribution, as an individual, has an impact on the big picture, you then have greater concern for the outcomes of your work and are willing to ensure that those outcomes are positive.

This then translates to motivation: i.e. Understanding how to inspire the entire team, and get them to want to work together for the common goal. And employing that great leadership with style means that you're able to tap into an emotional trigger, which convinces your team members that their actions have significance - their actions have meaning.

In the end, your team is motivated because they can see the benefit from their actions. Some leaders might offer other incentives (i.e. bonuses, special privileges, etc.) which may not always convince/motivate someone to the best job they can. But when motivation is recognized as contributing to organization's bottom line or success, well that's a tastier carrot to put in front of their nose. Not to mention a better leadership, with style.

Whatever your style, your and your team's success depends on your leadership. Getting the best out of your staff and teams is the challenge, and accomplishing great leadership - with style should be your goal.

If you enjoy reading theses articles, please feel free to comment.  And if you want to make sure you receive them automatically, you can subscribe by providing your e-mail address in the box above, and to the right.  Many thanks for your interest.

Exuding a Positive Attitdude - for a Winning Business and Self

Don't you find that you're more attracted to someone who seems to be exuding a positive attitude?  

Isn't it just natural that you find your own view changing as you become more acquainted with this person, their knowledge and way of expressing themselves?  It brings more enlightenment to your mind, clarity and peace.  The trick? Recognizing when someone is exuding a positive attitude. It makes you want to do the same.

As I've been setting up and kicking things into gear for my copywriting business, I've found that I am pulled toward those individuals that exude a positive attitude and energy.  You too will find that they bring much more to your outlook and thinking that those with negative energy.

Actually, being around people who have a negative outlook on their life and their accomplishments in general is a quick way to knock your own self-growth back a few notches. Everyone has someone (if not several friends or relatives) in their life that just seem to have big black cloud hanging above them.

Every word out their mouths is negative; nothing is good, the world is going to end, they hate their lives, etc., etc., you know them folks, I'm sure.  Don't you feel that after they've left you that you've been drained of energy? You have negative thoughts creeping in to your mind? You wonder if your own success will last (or ever come)?  You start to think, how will I ever earn a decent living, I hate my life?  Argh!

Don't be a black cloud in other peoples' lives.
Instead, think about exuding a positive attitude

At that  point, it's time for you to cut your ties with these folks, or at least distance yourself or lessen your meetings with them.

Instead, chose to be around positive-minded people. People who bring out the best in you... with their positive energy and attitude. Because that's the best way to keep yourself on the right track... the track to success.

No one ever made it in business thinking they sucked at what they did, or that they hated everything and nothing was good.  

So remain calm, keep confident. You've got this.

By surrounding yourself with others who are exuding a positive attitude, you remain well grounded and motivated to succeed.  Stay with that thought process and you'll definitely go farther.

In my travels through Facebook, LinkedIn and so forth, I've come across several people who's words have definitely influenced my outlook on life and business.  It's meant a new thought process and a willingness to accept things I might not have liked in the past.  I still may not like them, but I am willing to accept them, and just deal with it and move on.

One such person that I came across in fact, had a difficult childhood and teenage life.  A life which involved horrendous treatment.  She chose to not let those occurrences affect her in a negative way.  She overcame these serious issues and has in fact gone to be a major, successful marketing authority.  She now speaks words of motivation and all while exuding a positive attitude and demeanour.  I look forward to her tweets and comments.

Part of exuding a positive attitude also involves how you play the cards you've been dealt with in  life.  

Everyone suffers from a bad experience now and then, but how you deal with them makes a difference.  You can either lay down and play the martyr and feel sorry for yourself for the rest of your life, or learn how to rise up from those ashes and make yourself a better person.  I'd argue that doing the former takes way to much energy; too much to allow any extra strength to work towards being a successful, pleasant person.

When you're exuding a positive attitude, it's easier to deliver your message - an encouraging, enthusiastic message of how to overcome even those daily difficulties, to become the best person you are capable of becoming.

Succeed in business while exuding a positive attitude

Exuding a positive attitude will do wonders for you.  Don't take a chance and drive away your friends or prospects with a sour outlook or attitude.

When you're doing business, preparing your promotional message, or meeting someone for the first time, put your best smile, and attitude forward.  You can inspire others more when you're exuding a positive attitude.

Find someone who inspires you to do more, to think positively and be well-meaning, and follow them too.

I hope you have found this article useful.

If you would like to read more tips about how to prepare your messages to prospects, or need to to talk about how you could use copywriting services for them, head on over to my website, at Shelly Moreau, Freelance Copywriting Services.

Or, feel free to comment herein.  Thank you for your interest.

The Importance of Reading - Wanting to Learn

If you shut yourself off to reading, you may as well shut yourself off to learning.

You heard me...if you can't be bothered to read every day - even for least 15 measly minutes - you have effectively shut yourself off to a world of learning opportunities.

It's even been said that leaders are readers and we should feed our minds every day with at least 15 minutes of information.  It can transform us. Reading for 30-45 minutes is even better.  

So if you read for instance, Steven Covey's The 7 Habits of Highly Effective People, or perhaps Richard Branson's, "Like A Virgin: Secrets They Won't Teach You at Business School" you will find great inspiration, and certainly something from either of those two books may be a factor toward your personal or business' growth.

Of course, you don't necessarily have to read from these two authors.  There are many more like them on the market today.  And anything that's important to you and you can learn from in a positive manner is relevant and worth reading.  

Closely related to the need to read, is the attitude toward saying yes - to opportunity, to taking chances, and yes...to learning.  The point here is not to turn down an opportunity at first sight because it's not something familiar. Be open-minded.  Consider and study the opportunity before shutting the door on it.  And that definitely applies toward reading and learning too.

If you said no to everything, you'd never be willing to learn new things, which affects growth - of yourself and your business. 

You'd be closing your mind to any new ideas, behaviours, thought patterns, language and vocabulary expansion.

Even reading good sales letters daily can improve your knowledge and contribute to your understanding of different types of personalities and how you might deal with them in your business.

As a copywriter, I make it a point to read every day.  In fact the very basis of my business and indeed purpose of it is based on reading. I love to read material that is of a didactic or news related nature.  If it’s something I can learn from, I’m all over it.  If it’s a love story, or epic novel, I’m generally not that interested.  

In fact, in the past year, I have absorbed so much marketing information -- along with the copywritng verbiage from my training -- that my writing style, language and behaviour have been affected: in a positive way I might ad.  And that translates to my being able to communicate with potential clients or other copywriters on the same level and gain credibility in my business dealings.

Because of all this new found knowledge, I also find that I am more at ease offering advice, and tips to others in their writing or marketing needs, because what you speak tends to come from what you’re reading.  And to think that I might be able to help someone else out, that makes me feel even better.  

No matter what you are reading, the important thing is that it opens up a whole world knowledge and opportunity, and what you do with that knowledge is what matters.  

So make it count.

If you like what you read here, please feel free to comment, and share.  Thank you for your interest.

Is Your Unique Selling Proposition Working?

Is your unique selling proposition working for your business?

Sure you’ve got a great product, a great website and a great sales spiel (that’s not salesy). So what!

Do you even have a unique selling proposition? What is it that sets you apart from all the other producers of widgets?  Does it have a particular characteristic, shape, color, sound, quality, or benefit? What can your widget do that no one else’s can? Oh really!? Well then, are you letting your prospects know about it?

If you really want to enhance your unique selling proposition above all the others and grab your prospects by the…throat to get their attention (ha, ha, I bet you thought I was going to say something else, didn’t you?), you stand a much better chance if you’ve got something noteworthy – more singular than John Smith’s widget.

Your fabulous product has to have that special something, something…

And employing this element of copy is an essential component of promotion. When included in, let’s say a direct-mail grouping, it can certainly improve your conversion rates.

To have your prospects rushing to buy your product, make sure your promotional copy incorporates the following as part of  its unique selling proposition:

√ A benefit to the prospect that is directly related to the use of your product. How will this product improve your prospects’ life or situation?
√ The benefit has to be significant.  You’ve got to convince your prospect that he cannot do without your product.
√ That benefit has to be one that is unique to you.  The prospect will not find this anywhere else.

Your Unique Selling Proposition Should
Have You Standing Out From The Rest of The Crowd

Another thing you should consider that contributes to people’s purchasing habits is exclusivity: when something appears to be exclusive (or in short supply), people are more apt to want to be part of it, or to own it.

Before you list your benefits, remember to back your claims with testimonials, statistics or charts or other proof.  Do all the research you can to find the appropriate data to support your copy.

In fact, the more research/facts you are able to find, the more you material you will have for your copy, making the writing process much smoother and with fewer stoppages

With your unique selling proposition now established, you’ve also got something you can possibly parley into future and ongoing marketing plans and other promotional pieces.  After all, it’s what you want to be known for and what sets you apart from your competition.

Your distinct product’s qualities or benefits should be enough to compel prospects to feel the need to buy from you.

They won’t want to go looking for a similar product anywhere else because yours is exactly what they need. And, as always, keep your copy voice and tone authentic, friendly and not salesy.  People do want to buy, but they don’t want to be sold to.

To know more about how you can enhance your sales copy or talk about how I can help you to get your prospects to take action, contact me.

Convenience And Satisfaction Equal Marketing Results

The Dark Desire of Convenience

It's all about convenience and satisfaction. And no one wants to admit that these traits – Lethargy, Vanity, Frugality play a role in a buying process. But did you know they do play key roles in marketing and ad copy?

You may not realize it, but every ad for (example) a skin-tightening, wrinkle-erasing facial cream or quick-fix, low payment diet product appeals to these traits.

I’ll let you in on a little secret… I’m vain.  Yup. I colored my hair for years because I couldn't stand to see the little straggly bits of grey that marring the otherwise rich dark brown/auburn color of my straight, short mop. 

It was bigger than me. On many occasions I told myself, "I’m going to let it go this time". But I gave in to my vanity. The next thing I knew I was sitting in the chair at favourite stylist's salon.

It didn't hurt that she was close by, didn't charge an arm and a leg, and always told me I looked great afterward.  

How was any of this important?

• It was convenient 

•  It was a great value

•  It satisfied my vanity 

All in all. It solved a nagging problem for me.

Now that's great marketing and she probably didn't realize it. So what can you do with your marketing to appeal to prospects' need for convenience and satisfaction?

Who Wants Convenience and Satisfaction?

The thing is, all buyers are looking for the same things. Deep down, it's all about convenience and satisfaction in the buying experience as they seek a solution to the problem at hand.

Customers don't generally admit that they're looking for a good deal. They don’t really want to have to shop ‘til they drop to find one either. And they certainly don't share that they buy stuff because they hope it will put an end to their secret angst once they take advantage of that product or service.

But rest assured, you’d be hard pressed not to find copy that appeals to these issues. Because a message that appeals on an emotional level carries great influence.

People buy for emotional reasons. And it's easy for them to justify the purchase when you let them know the benefits of your product or service satisfy those intense emotional concerns and needs.

So while you’re ramping up your copy for that one-of-a-kind, life-altering product, let prospects know -- as early as possible in your message -- what they get from it. Tell them how it will alter their lives; how easy it is to buy; how they will be sexier, or more attractive for having used your product or service. That's right... by appeal to their deepest emotions, desires and anxieties.

Build up an irresistible offer, and promise even more. Highlight features and describe their respective benefits in detail. Be sure to support your claim(s) with verified data and put the icing on the cake with great testimonials.

Convey The Benefits Through Your Message

When you craft your message, think about these elements as part of your sales copy. They can help to enhance the level of convenience and satisfaction in the overall experience: 

√  Make it super easy to make the purchase (minimal steps, clear instructions and easy payment options) 

√  Offer great value - the prospect thinks he’s running away with something very high-end, at your special low price 

√  Make your message sound like the offer is exclusive to them (the more unique or in short supply a product appears, the more people tend to desire the goods, or want to be a part of something) 

√  Make the prospect believe your product will make them a better person, or put their worries or fears to rest, and others will also ask what they did to change.

Hey, just a reminder though. Don't be cheesy or salesy in you message. Always be genuine and truthful about the information you're sharing. Refrain from forcing people to like your product or service. Let the facts (features and benefits) speak for themselves. No one likes to be sold to, but people do will buy when you solve a problem that troubles them on a deep level, and offer convenience and satisfaction.

I'd love to see your comments or questions. And let me know if this article was useful to you.

If you need more information about effective writing solutions, connect with me. I'm happy to provide basic guidance.

How To Get Results From Your Copy

Ask yourself... What is one of the biggest worries you face after writing your copy for that spectacular ad or promotional piece.... The results it will get, right?

While writing you ask yourself:  What should I include to ensure responses, comments, opt-ins, subscriptions, sales conversions or other measurable results?

You go about preparing your copy, which includes (in your estimation) your fabulous Headline. Your introduction paragraph will have your prospect/audience eating out of your hand -- you've made a connection and built your trust level. You've introduced and described your product, then you laid out its benefits and proof of its effectiveness -- removing any possible objections for its purchase. The prospect's problem is now solved.  In your mind, it's a done deal.

You're finishing up your masterpiece with those last few dots on the "I"s and crosses on the "T"s, and thanking your audience for their attention.  They've stuck with you to the end of your copy.... but now what?  

There's a vital element missing: the one thing that if left out, will ensure the failure of your entire promotional piece.    

So what's missing? You've left your prospect standing alone in the middle of a field, just staring blankly to the sky -- you haven't provided clear direction on what the next step should be. They just don't know what to do.

Buddy has no idea where to go or what to do...

For the love of Pete.... Tell them What Action you want them to take.  

To make this thing work, you need them to do something. Anything -- to capture their contact information or keep them interested in returning to the client (especially for repeat business).

When you're writing copy, it's for a reason, right?  Therefore, any consultations with your client need to include determining the purpose of the promotion.  Make sure they let you know what their end-goal is.

Once you identify what it is the client wants to accomplish with this piece, you can begin to build your copy. You're now armed with the vital information. You know where your copy is taking you, and you can provide clear and easy directions to the prospect on how to get there.  No extra junk, no clutter.

Here are a few options (among others) to consider using as a call to action, depending on the established purpose:

• Ask prospects to sign-up for your e-mail or blog (building your lead generation);
• Ask them to click on a link to your website, for additional information about what they need to do (if it's electronic promotion or social media); 
• Provide a form to complete, to order your fabulously wonderful product or service, or just to seek more information about your company and services. 

And remember, provide clear, concise instruction.  Make it easy for them.

Without a Call to Action, your copy goes nowhere and has no purpose, so make sure you get this part right. It's a big meat-and-potatoes part of the copy.

I look forward to your input or comments, or any other calls to action you think might be useful and wish to share.

5 Ways to Connect With Your Prospects AND Turn Them Into Repeat Clients

To have any hope of turning that prospect into a repeat client (you know, the one who waffles about reading your entire ad, the one who throws your letter in the garbage can after the first paragraph) you've got to make an immediate and personal connection.

Writing on a personal level develops trust and continued interest

And to do that, you definitely need copy that grabs the prospects' attention… and keeps it.  In the end, what you are attempting here is to build a relationship.

Here are five ingredients needed in your copy to improve its effectiveness and create a friendly and familiar tone for the reader:

√ Know your prospect: Knowing who are you targeting (age group, education level, purchasing habits, sex, other demographics) allows you to focus on an individual rather than a broad group.  Your message can then be on a more personal (friend to friend) level.

√ Identify/stir a core emotion: You've got to know what keeps this prospect up at night worrying.  If he knows you can help solve his problem with your product, you've got his attention.

√ Tell a story that puts you in the prospects' shoes:  If you can relate a personal story about how you had a similar issue or problem, and how this product helped to change your life, you've created an immediate and very close connection with the prospect. Be emotional about it - it goes a long way in  keeping the reader interested in what you have to say.

√ Write as if you know your prospect personally: Communicate in a less formal manner, establish a friendly tone and write as if you were speaking to the reader face to face to build that friendship and a better connection.

√ Show you care:  Express your hope for a positive outcome to the health, success, or other issues of the prospect to show your concern and empathy.

Now that the prospect trusts you, he believes you can deliver the product that's going to solve his problem.  And you've been honest and genuine in the process -- not cheesy or salesy.

Remember that your message and tone must be sincere and authentic throughout.  People are more likely to buy from people they know, like and trust. Engage your prospect by capturing all of these elements and you will have increased success.