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Would you spend $1,000 to make 25 times
that much . . . or more?

       That's the whole goal of marketing . . . to make more money than you're
investing in the advertising.

       Oh, sure, most companies spend money on marketing, but they don't
proportion the funds in the best places to get the biggest bang for their buck.

You're in business to make money, so why do
you throw it away?

       That's exactly what you're doing if you are using the wrong copywriter to
create your marketing materials. Or worse, creating your own materials without a
sound knowledge of direct response principles.

       Why? Because there's certain psychological parameters that must be
employed to get your prospect to do what you want him to do. And you can't use
just one or two of them. For maximum response, you need to use a whole slew
of them.

Tired of mediocre response rates?

       It's never fun when the boss calls you in and wonders why she's spending
hard earned money to get new sales or clients, and you're not meeting her
expectations. I know, I've been there too. She wants results. And worse, she
wants to know why you're not getting them.

       You can do all the hem-hawing you want — but the bottom line is — you're
responsible for pleasing the boss. If she wants higher response rates, you'd
better get them . . . fast!

How to increase your response rates by more
than 500%

       It's easy, all you have to do is understand your typical prospect. If you have a
product that appeals to more than one type of user, then you need to market to
more than one type of user . . . often using different approaches.

       What I mean is this. You surely know your product or service, and you know
which types of people or companies use your product or service. You may even
know closely related industries — or even off the wall industries — that use your
product or service.

       But let me tell you something. When most companies market their product
or service, they don't perform a comprehensive prospect analysis for EACH of the
different types of prospects. As a minimum, that means completing an analysis
for each industry that you're marketing to.

       A properly executed prospect analysis creates a typical living, breathing
prospect in that area. It shows her wants, needs, desires. What keeps her up at
night, what makes her tic, how to push her buttons. It's true nearly everyone has
the same purchasing triggers, but using a little sales psychology to push the
exact buttons means you can overcome her reluctance. Do that better than your
competition and you'll close the sale . . . hands down.

       And it's likely your competitor isn't pushing ALL of the right buttons. Why?
Because most copywriters use only two triggers to elicit response: Greed and
Fear. But they never bother to learn that there's actually 31 triggers. Most of them
are minor ones, but those are the ones that help your prospect overcome her
reluctance.

       Certainly, fear and greed are the big two. Those are the ones that are really
used to unbalance your prospect's emotional scale. But to get a response from
those less emotional prospects, you need to overcome roadblocks. And that's
where all of the other triggers help.

Sell to the heart, them flood them with logic

       Once your prospect thinks, “hmmm, that might be nice,” her brain
automatically switches over to using logic. Her logical side will find every reason
in the book not to respond. Only once her logical mind is satisfied will she
respond.

       It's imperative your copywriter understand how the human mind works and
how to use it to your advantage.

You'll lose more than 90% of your customers
if you don't do this!

       Would you believe your prospect isn't as gung-ho about your product or
service as you are? If you're lucky, he's only going to give you four seconds to
gain his attention before tossing your package in the trash. That's it . . . some
experts say that time is even less, perhaps 2 seconds!

       And once you do get is attention, you'd better have super writing to keep his
attention. That's why you must have strong headlines and interesting subheads
and body to go with the headlines. Without them you'll lose your prospect after
the first paragraph.

Is your copywriter cutting corners?

       Unfortunately, the Internet has created for a huge pool of copywriters.
Entrepreneurs hear about the big income potentials and read a book or two on
copywriting, then open up their Internet business.

       But without specialized training and experience, they lack the skills
necessary to write control-busting copy. They simply follow a few lack-luster
steps they've read about in a book to write copy. The most common error is to
follow cookie-cutter principles. That's where they use a set format for every
writing job. It saves lots of time on their part, but costs you big in the long run.

       And then there's the successful copywriter who sees dollar signs instead of
customer service. They're the ones who get the job from you, then farms the job
out to new, less expensive copywriters, and then gives you mediocre copy. Again,
you lose.

       Your copywriter should be open and up front with you. If you ask questions
and get iffy answers . . . if the copywriter doesn't provide an address . . . if the
copywriter refuses to communicate any other way than the Internet, then find a
new copywriter.

The ball's in your court

       Your copywriter is a member of your team. Hire a professional that's looking
out for your interest. Somebody like me. So why not give me a call or drop me
an e-mail right now. I'm sure you'll be pleasantly surprised.