James Clouser writes ads, marketing pieces, and promotional content informed by the fundamentals of good salesmanship. His unheard-of guarantee ensures your projects are delivered on-time, or you keep your final payment.
James draws on his experience as a former award-winning classical musician to craft messages that sing and bring your audience to their feet.
Did you recently take on a copywriting project for yourself, and are disappointed… even frustrated… with lackluster results?
The following tips will help you diagnose your problem and fix your copy.
When no one is responding at all, there’s likely a problem with the offer. Either the product or service doesn’t solve a problem that your market is willing (or able) to pay for, or the delivery (packaging) is wrong.
For example, you may be selling a membership site for a solution your prospects aren’t willing to pay for on an ongoing basis.
What to do:
Determine whether or not the offer is appealing to your market by pre-selling the product or service in person.
Survey your prospects to find out which delivery of your solution is most appealing. If a membership site is out of the question, will they buy an information product full of the same content?
Use your findings to create a new offer and re-write your copy.
Few, Inconsistent Responses
If your response is spotty, check your traffic. You are likely not driving the right kind (or enough) traffic to your offer.
What to do:
Attempt to re-target your traffic to a more qualified audience, and/or change the source of traffic altogether.
Are you attempting to drive Traffic from Facebook, for example, when you can’t target your market there? Look for sources of traffic that provide the best targeting for your market.
Keep in mind that no media is inherently special. The purpose of media like AdWords, Facebook Ads, etc. are to get your message in front of your market. If your market isn’t there, your message won’t be heard.
Consistent Response, Low Conversion Rate
If you’re receiving a consistent response, but the conversion rate is dirt low, it’s time to start testing new headlines against the original.
What to do:
Write 3 new headlines and A/B split test each against the current headline.
80% of buying decisions are made at the headline. A better headline alone can explode your conversion rate.
If you’re testing offline, you can split your mailing in half so that 50% receive the original headline and the other 50% get the new headline. When online, you can use Google Analytics to create an “experiment” which will split test for you and generate a report on the winner.
“If you haven’t pissed someone off by noon, then you probably aren’t making any money.” – Dan Kennedy
Plagerism – what is he talking about?
That’s the question I asked myself this morning after a blog visitor accused me of breaking the law by plagiarizing other peoples’ work.
As it turns out, this individual took issue with my article from the day before, The Beginners Guide to Copywriting. Wherein, I advised new (and experienced) copywriters to use copy swipes to establish a good flow to their copy and to discover the key persuasive points that are selling products and services in their particular market.
Every successful copywriter on the planet, from rookie to A-list status, has used this tool.
But I guess he didn’t read (or chose to ignore) my warning, written just under the paragraph he took issue with:
“Warning: do not plagiarize! You’re simply using the swipe as a model, not copying it word for word.”
After emailing him to explain he misread the post, personal insults ensued and I banned him from my blog (and email) after wishing him well (but, not too well).
The kicker was that I was completely willing to discuss the issue on the blog, if only he agreed to be civil about it. After all, that’s what the comments are for.
Let’s put aside, for a moment, the fact that some people will never be happy with what you do (or how you do it).
The truth is, having angry trolls spam your blog is a sign that you’re actually doing and saying something worth noticing.
This became self-evident when I got into Aweber and noticed that my opt-in rate was noticeably higher for that particular article.
Fortunately, I had gym time scheduled after lunch. Between the lap lanes and the hot tub, I was able to shed some of the negative energy I allowed to take over.
It reminded me about how grateful I am for my awesome clients. And, that for every person I can’t help, there are more than I could ever get to who are still waiting for it.
This guy won’t be the last hater…at least, I hope not!
As a business owner, it’s easy to get caught up in the nonsense that your reputation is at stake when something like this happens. In reality, no one cares (if they’re even paying attention).
Just remember that for every angry troll, there’s your tribe of followers saying “right on!”
And now I’d like to invite you to weigh-in. Share your troll tales. Go ahead and let some steam off…