ANATOMY of a SALE
1. Hunter Hastings on branding. He is with BH Consulting in San Diego.
2. Tom Woods has some decent resources here, though they are not specific to advertising. What I am looking for are instructions on how to advertise on Facebook.
3. Check out Advertising Age daily.
5. Creativity Online. I don’t think that I would use this site because it’s too flashy, and if Bob Bly’s point about long copy prevails then flashy ads don’t work as well. They’re just flashy.
6. Direct Marketing News.
7. Target Marketing. And others.
8. Ads That Sell: How to Create Advertising That Gets Results, Bob Bly, 1988.
1. His one-page sales letter.
1. San Gabriel Biz.
Copy cannot create the desire for a product,” writes Eugene Schwartz in his book, Breakthrough Advertising. “It can only focus already-existing desires onto a particular product. The copywriter’s task is not to create this mass desire-but to channel and direct it.” For example, no advertisement, no matter how powerfully written, will convince the vegetarian to have a steak dinner at your new restaurant. But your ad might-if persuasively worded-entice him or her to try your salad bar.
Charles Inlander, of the People’s Medical Society, is a master at finding the right product for the right audience. His ad, “Do you recognize the seven early warning signs of high blood pressure?”, sold more than 20,000 copies of a $4.95 book on blood pressure when ran approximately 10 times in Prevention Magazine over a three year period. “First, you select your topic,” said Inlander, explaining the secret of his advertising success, “then you must find the right place to advertise. It’s important to pinpoint a magazine whose readers are the right prospects for what you are selling.” In other words, the right product for the right audience.
1. Words That Sell. Closing phrases. Wednesday, September 21, 2016.
2. USE THE RIGHT WORDS. The most persuasive words in the English language are YOU, NEW, MONEY, EASY, DISCOVERY, FREE, RESULTS, HEALTH, SAVE, PROVEN, GUARANTEE, and LOVE.
3. Ads That Sell: How to Create Advertising That Gets Results, Bob Bly, 1988.
4. Posting your articles at other sites, Bob Bly, 2018.
ANATOMY of COPY
1. HEADLINES: Use Them Well. Bob Bly tells us how.
The phrase “how to” may be shopworn. But it’s still tremendously effective, because prospects want to know how to solve their problems and improve their business results.
One of the most effective ads I ever wrote, for a pollution control device, had the simple headline “How to Solve Your Emissions Problems at Half the Energy Cost of Conventional Venturi Scrubbers.”
The USP is this alternative type of scrubber operates at half the cost of the widely used venture scrubbers. The half-page, two-color ad was the No. 1 inquiry producer in four consecutive issues of Chemical Engineering magazine.
Tip: When you are stuck coming up with a headline, write the words “how to” and then just fill in what your product does. Example: An ad I wrote for filters used in pharmaceutical manufacturing had the simple headline “How to Keep Your Products Pure.”
Use headlines in all of your essays. In high school, you were told to put a title on your essay. And you obliged your teacher. Your work was okay; it was not great. You knew it, and I knew it. You want to generate more interest in your work. So turn your English essay title into a headline. Headlines sell. They’re also more interesting to read, so they generate more interest for your reader. So just by turning your title into a headline, you’ve achieved greater interest in your work than your competitor. See how that works?
More on HEADLINES from Bob Bly . . .
Together, the headline and visual should get the gist of your sales pitch across to the reader. “Every good ad should be able to stand as a poster,” writes Alastair Crompton in his book. The Craft of Copywriting. “The reader should never have to dip into the small print in order to understand the point of the story.
Often simple visuals are the best visuals. “We tested two different mail order ads selling a collector’s reproduction of a watch originally manufactured into he 1920’s,” said Will Stone, of the Hamilton Watch Company. “One ad used a large dramatic photo showing the watch against a plain background. The other visual had less emphasis on the product and focused on a scene depicting the ‘roaring twenties’ period during which the watch was originally made. It showed flappers and a 1920’s car. The ad with the straight product photo-’product as hero’-generated three times as many sales as the other version.”
As a general rule, simple visuals that show the product or illustrate some aspect of its use are better than unusual, creative concepts that can actually hide what you are selling, thus reducing the ad’s selling power.
2. 31 Requirements when composing copy, Bob Bly. Refer to this page whenever you write an ad.
Here are some characteristics shared by successful direct response print ads. From Bob Bly . . .
STRESS A BENEFIT. The main selling proposition is not cleverly hidden but is made immediately clear. Example: “How to Win Friends and Influence People.”
AROUSE CURIOSITY AND INVITE READERSHIP. Good point!! The key here is not to be outrageous but to address the strongest interests and concerns of your target audience. Example: “Do You Make These Mistakes in English?” appeals to the reader’s desire to avoid embarrassment and write and speak properly.
PROVIDE INFORMATION. The headline “How to Stop Emission Problems–at Half the Cost of Conventioanl Air Pollution Control Devices” lures the reader because it promises useful information. Prospects today seek specific, usable information on highly specialized topics. Ads that provide information the reader wants get higher readership and better response.
BE KNOWLEDGEABLE. Successful ad copy reflects a high level of knowledge and understanding of the product and the problem it solves. An effective technique is to tell the reader something he already knows, proving that you, the advertiser, are well-versed in his industry, application, and or requirement.
Posted on Thursday, March 3, 2016
Sales & Salesmanship
1) The Ethics of the Peddler Class, Frank Chodorov, 1962.
“3 Options: Fight, flight, or make friends.” That video came from Bob Wenzel’s EPJ. The guy’s name is Chris Voss. Find him on Facebook, and find his book(s) here. His book, co-written with Tahl Raz, is Never Split the Difference, . Next to a “No,” the very next important thing to get from someone is a “that’s right!” Not a “you’re right!” but a “that’s right!”
YES or NO? Don’t trap people with “Yes.” What do you mean? Open-ended questions.
- Would you like to have more money?
- Would you like to have more free time?
- would you like to live in this vast mansion in the Hollywood Hills?
It’s a trap of breadcrumbs. People can get in the habit of asking questions like this because they feed off of yeses. Logic traps that were littered with yes. Always talk someone into something phony. Yes means a commitment. Don’t trick people. Or they won’t talk to you.
Religion has been used to talk people into certain things. Talked people into working their entire lives away . . . . Know what someone’s religion is.
You’re coming from a moral place and coming from right and wrong. Moral principles. Sociopaths use emotional intelligence to talk people into certain things. Do we know this innately? Online marketers, miracle abs.
He uses human nature based principles that have shown to work in every culture on the planet.
“Sounds like your family is really close.” Felt really good to him. Guy battling his paranoia. “You sound really determined.”
“You I really am determined. Thanks for everything you did for me,” and he then hung up. What you say about what you do, it makes all the sense in the world. When it happens, it makes sense. You know about it, but negotiators condense things into powerful tidbits that no one ever sees.
How much control does the average person over their day-to-day stuff? And how much are they doing because they’ve chosen to do it, and how much are they doing because they’re told to do it? A good negotiating approach is one that helps someone’s brain function more effectively. We have 1000% control over everything we do every day. We delegate some of these because we feel that delegation will help us live a more efficient life. Well, isn’t time management hacking into that emotional and intelligent control? We’re in control, but how much of that control do we leverage day-t0-day? Hacks, processes, emotional intelligence, what is it? We make all of our decisions based on what we care about. If it is emotions, then we care only about our feelings, emotions, and passions. Rational brain is end spot of emotional processes, and it’s there that we rationalize things. Process thing with less effort. Making a decision that sticks. Yes is nothing without “How?” A yes that no one sticks to does no good. Knowledge isn’t power, applied knowledge is power. When you can wrap your mind around what you can get people to do is incredibly powerful. Tactical empathy. Daniel Goleman (and Emotional Intelligence) calls it cognitive empathy. It’s what sociopaths do best. Use powers for good and not evil. What drives people in fear of loss. Know what their religion is. What is larger than themselves. Connect a decision to what they believe in is larger than themselves. Get down to someone’s belief system and to put down what you want them to do in alignment with their belief systems. When you talk someone into something, you get a series of yeses, called mirror agreement. Get yeses but it is nonsense. Problem with that is it does not align up with someone’s beliefs are. You want to encourage them to talk, be understanding, and accept that understanding is not agreement. You can come to an understanding with anyone. The more you talk with someone, the more they’ll use adjectives to talk about something. Born-again Christian terminology and Voss used similar language, like “stewardship,” which is a term that resonated with him. He understood how much I knew it mattered to him. He needed to know how much I knew it resonated with him to do business with.
What we’re aiming for, the solid gold phrase is “That’s right!” You’ve summarized the situation they didn’t realized was true until you told it to them. Steep but not high. Practice with your emotional intelligence. He changed his son’s behavior with regard to football. Son had to start dodging people and hit only the ball carrier. Getting out of the way was perceived as cowardly to his son. Worse thing to say is “You’re right.” It shuts them up and sends them away. Inductive reasoning–what is my gut telling me? Cold reads masquerade as psychics. Inside of 5 minutes you’re convinced they’ve read your mind, told you so much about you, and tell you about the future. Ask your questions and don’t act surprised, they can make you believe they can read/see the future. Educated guesses on emotional intelligence. Take guesses and start refining your guesses. Lines you up quickly where the other person is coming from. Be on LinkedIn, see what sports they’re into. CEO of a fast-moving, aggressive company. What is the next step from there, like cowardice, aggressive strategy to drop into a situation? Then drop in cold reads. Preparation for negotiation: collect a little data too. Do a label: it seems like, it sounds like, it looks like. STart to trigger the data stream of information very quickly. Everyone cares about something. They have to trust you enough to share it with you. “It sounds like you guys really pride taking an aggressive stance in the marketplace.” Labels. Mislabel as an intentional technique. Your reaction from the other side says “no, no, this is what it is!” And they’ll spill all kinds of extra knowledge on it. Sharing all sorts of things they care about. “Vomiting information.” Start sharing stuff they care about to see how we line up. Last thing you want from them is to tell their colleagues is “I made a lot of money with Chris Voss.” Prosper collaboratively with my company.
Make a deal where the other side makes money on. So I want this sort of influence with them. Last thing I want is for them to tell their colleagues, “Wow! I made so much money It was such a great deal when I worked with Chris Voss.” One of two things; “We made a lot of money with those guys” or
“We didn’t make a deal with them, but I’d deal with them again.” Prosper collaboratively with his company.
They say, “Oh, my God, let me tell you about this negotiation. I had them over a barrel. I had this kind of leverage and I made them do what I wanted them to do.” That’s not long term success. “That was a good deal.” I don’t want anyboyd braggins about slaughtering the other side. When you kill your customers and negotiating customers, pretty soon you don’t have any left. All this information with the person now, now you have massive rapport now. Seed of trust now. What is the next step? Your product is suited to them. How do you go from good rapport, and good trust, how do you align their product with their beliefs?
Best way is through process called “guided discovery process.” You want the lightbulb to go off in their head. Tell them 19 times. Get them to figure it out adn then it sticks. Ask the right what and how questions. Interrogative questions or reporter questions. Either what and how? “How does this line up with your companies objectives?” “How does this work for you?” What’s the biggest challenge you face?” What’s the mission or what’s the purpose of what you’re trying to buy here?” What and how questions. Ultimately, they’re making the deal for you. It gets back to implementation. If it’s my idea, it might happen. If it’s their idea, it probably will happen. Or they’re going to knock themselves out trying to get it. Process called “Delay” in order to save time. Conversations are longer, but total time will be a lot less because you’re off the gerbil wheel of having the same conversation over and over again that gets you no where.
3 Kinds of Yeses: Commitment, Confirmation, and Conterfeit. Do you listen to podcasts? Confirmation, yes. Confirmations are going somewhere to something you’re going somewhere you don’t want. What is this “yes” letting me in for? Yes-orienbted, closed-ended questions, “Do you listen to podcasts?” and flip them into same sort of information where the answer is no. when someone says “No,” they’ve protected themselves, they’re more open to listening right after they’ve said no. “Do you find podcasts to be a waste of time?” Answer, “Well, no.” Get a “No” out of it, and it is going to center them more. And they’re going to feel more in control. Every time I get worried about what I’m letting myself in for with a “yes,” then actually you lose my focus. And when you’re trying to make a case, the last thing you want to do is lose my focus. But every single time you try to get me to say “Yes,” I get defensive, I worry about where it’s going, I start asking myself questions, I start thinking if I can outsmart you. All these thought process are now distractions where I am not paying attention to you.
Stringing together the no’s as usefulness as an answer. Student of his did fundraising on the phone: 3 yeses in a row, and then you ask for the money.” Nonsense. Took all 3 of the yes questions and flipped them into “No’s.” The No script and yes script were run side by side. The No script got a 23% increase in donations. A No can be a great answer and not just an obstacle to be overcome. It’s a great means to greater alignment. Triggers the sense of loss. Decisions are based on our fear of loss. Trigger a fear of loss, you’ve snapped someone to attention right away. Why? Fear of loss, pain, what you’re protecting yourself from. Yes. Who is the world’s greatest negotiator? Interesting question. Context is important. A great negotiator is going to make a good deal with you. Never be so sure of what you want that you wouldn’t take something better. Great negotiator helps you find something better. As a hostage negotiator, that is
Trump is the poster child for power negotiator. Trump, playing hardball, is going to whoop him in a negotiation everytime, so Voss better be sure of what he wants is what he wants. You don’t hear people in New York who’ve done business with him for a long time coming out and badmouthing him. On the surface, it doesn’t look like his long-term partnerships are great.
What motivates you personally to close deals. I want to be better off. Creative and innovative deals. Given each other something that we can give away easily. A high-valued trade. Makes me much better off. I want to be wealthy. Great future for me, family, and friends. And I don’t want people hating me over how I got it. I want you to
I want you to really like doing business with me. I like to say I have a mercenary and missionary purpose in business. I want you to like doing business with because it brings me more money. If you like doing business with me, I make more money. If you like doing business with me because you like me, it also makes me happier; ultimately, we’re both happier as individuals. And there’s data that shows the happier you are, the likelier you are to be successful. If you want your success to bring you happiness, it’s going to be a struggle. If we’re happy our brains work up to 31% more effectively, we make decisions better, and we make better decisions, more effectively. In a positive frame of mind, we’re actually smarter, we can make decisions faster, more good decisions faster by being happy. So, me being happy, makes me feel good and helps me prosper.
If he could go back in time, he would push people more nicely. Focus on being more likable. His career, by and large, was focused on being respected. Can’t control whether you are liked, but you can control whether you’re likable. He wanted to be liked and respected. Says he wouldn’t back off on anything, but that he would have been nicer about it.
Success doesn’t always bring happiness, but happiness absolutely brings about more success, in part, because of our brains when they are happy
Immediate reaction. It was visceral. Connect it to the environment. They’re in a very positive frame of mind.
3) What I Learned About Business from Hostage Negotiating, Chris Voss, Sept. 16, 2016.
1. UpWorthyGenerator. Online headline generator.
2. Marketing 2 Engineers, Bob Bly. Bob Bly’s B2B Copywriting.
3. Marketing to Automotive concerns, Bob Bly copy portfolio .
4. Writing Industrial Copy that Sells, Bob Bly.
5. Bob Bly’s Methods.
6. Direct Mail Checklist, Bob Bly.
7. Bob Bly’s Guarantee Page.
8. Sample of Bob Bly’s Copy.
9. Bob Bly’s Portfolio.
10. Bob Bly’s articles.
11. Perry Marshall Products.
12. Tested Sentences That Sell, Elmer Wheeler, 1937.
13. Bob Bly on Milt Pierce. Bob Bly on what works, Monday, September 11, 2017.
14. Copywriter, Richard Armstrong.
15. 63 Marketing Strategies by Dan Kennedy.
16. Jay Abraham Marketing Strategies, like 500 of them.
Posted on Sunday, January 31, 2016
MAKING MONEY ONLINE: IS IT POSSIBLE?
1. Paid Social Media jobs.
2. Yaro Starak so far is the best presenter on how to make money blogging. It’s not like he shows you advertising tricks or what widgets make you money and none of those sales-y type of shpeils. To the contrary, his presentation does almost go step by step. You should know first that the blog itself is merely a platform for your digital tools, like e-book, podcasts, e-letters, white papers, what have you. The blog is not the end-all and be-all, you build it, set it, and it starts making you a passive income. That model is a lie, always has been a lie, one that some people have profited handsomely from. Give Yaro a listen and see if blogging is for you. See if you can commit yourself to such projects.
3. Social Media Manager.
4. I want to get 1000 subscribers to my email list via the free ebook available on my website.
5. IdeaLady, Cathy Stucker.
6. Bob Bly says that writing an e-book is the easiest way to make money online.
Posted on Sunday, January 31, 2016
1. Gary North on Perceived Value in marketing. 80% of real value is perceived value.
2. Ted Nicholas.
3. Drew Kaplan.
4. Hard to Find Seminars.
5. Facebook Media.
6. Live Stream on Facebook.
7. Gary North on creating a brochure to sell your home. [posted on Friday, June 2, 2017.]
NEGOTIATING & SALESMANSHIP
This is where Chris Voss shines. Read everything by him at his Facebook page.
1. Use Empathy to Get What You Want.
2. Success from the Start: Too Strong to Fail.
3. Artificial Intelligence & Human Intelligence, Forbes, October 24, 2017.
4. Getting the other side to have their way: let them talk. Let them throw ideas out there. “That’s right!” Help them talk themselves into a deal that works for both of you.
WORDS & PHRASES TO USE WHEN NEGOTIATING
“I NOTICED THAT” Tell people you noticed their reactions. “The words ‘I noticed’ have a powerful subconscious effect on people, because they send a subliminal message to them that they stood out from the crowd.”
And don’t thank people for showing up. That suggests they’re doing you a favor. “Substitute the words ‘thank you’ with ‘congratulations!’”
COPY & AD WRITING
1. James Altucher has a pretty good ad.
2. Perry Marshall uses InfusionSoft. What is up with all of the recommenddations of InfusionSoft? Apparently, it is a tool to segment your lists for greater profits. He explains his preference here.
3. Ed Gandia on Marketing.
2. WORDS THAT SELL. Closing phrases. Wednesday, September 21, 2016.
Friday, January 29, 2016
from Gary North:
“If I were this young man, I would read every book I could find on salesmanship. I would, of course, set up a website devoted to reviewing books and materials on salesmanship. The website would be a clearinghouse on books and materials on salesmanship. I would produce videos. I would embed videos. I would make it clear to anyone visiting the site that I was a guru on materials related to salesmanship. I would eventually make my website the number-one clearinghouse in a particular niche that is in some way related to sales.” Then Dr. North says to read the following:
Any 3 books by Bob Bly. Sign up for his daily letter: www.bly.com. Schwab’s HOW TO WRITE A GOOD ADVERTISEMENT; Joyner’s IRRESISTIBLE OFFER; Hopkins, SCIENTIFIC ADVERTISING; David Ogilvy, OGILVY ON ADVERTISING; Kennedy, ULTIMATE SALES LETTER This (read twice): http://bit.ly/1PnmLJy.
Other than a general endorsement, not word one about specific benefits unless we are to glean that benefit from its cover. What doesn’t get discussed is how salesmanship is different from copywriting. One cliche I’ve seen on the internet is “Copywriting is salesmanship in print.” Duh. Salesmanship is about negotiating not for the purpose always of a win-win. But you getting what you want, first and foremost. I think. Maybe it’s not. Maybe it is all about win-win, where two parties sit down, hash things out until the results are equitable. But how is that any different from two ball clubs calling it a tie at the end of 9 innings even though the other team is slaughtering them?
[Posted on Friday, June 3, 2016]
1. 10 Sales Secrets from Trump University, Bret Arends, June 3, 2016, Market Watch.
USE THE RIGHT WORDS
MARKETING V. ADVERTISING
Advertising is just one component, or subset, of marketing. Public relations, media planning, product pricing and distribution, sales strategy, customer support, market research and community involvement are all parts of comprehensive marketing efforts. As you market your company and its products or services, keep in mind all the facets that work together to constitute marketing:
A simple concept by definition, if not execution, marketing is every way you touch a prospect or customer. That includes tools such as paid advertising, and it also includes dozens of smaller variables, everything from how your receptionist answers the phone, to how an order is fulfilled, to the positive or negative buzz about your product.
According to Kathleen Micken, assistant professor of marketing for the Gabelli School of Business at Roger Williams University, “Marketing might be defined as everything an organization does to facilitate an exchange between itself and its customers/clients. Advertising is just one of many marketing activities.” Steven R. Jolly, owner of SRJ Marketing Communications, a marketing and design firm in Dallas, Texas adds, “Marketing is the sum total of all impressions and advertising is part of the impressions that must be managed. And, of course, advertising has a hard dollar cost associated.”
1. Sell Sheets are a one-page sheet used in sales to attract attention to a new product. The sell sheet is commonly distributed through the mail, presented at a meeting or provided via email to interested parties. Learn how to create them here.
A winning formula for freelance copywriting success https://t.co/nxuT9smkav
— Robert Bly (@Robertbly) June 7, 2018