- WEALTHY: Why didn’t this e-mail ad work? (Dr. Joe Vitale)
- HEALTHY: 4 ways to avoid a self-induced food coma (Jon Herring)
- WISE: Fleetwood Mac on being hypnotized
ALSO IN THIS ISSUE:
- 8 steps to giving better speeches (Michael Masterson)
- How to be a standout in any crowd
- It’s Fun to Know… about stewardesses
- Add "folderol" to your vocabulary
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"Now you know it’s a meaningless question / To ask if those stories are right / ‘Cause what matters most is the feeling / You get when you’re hypnotized / Seems like a dream / They got me hypnotized"
- Bob Welch, Fleetwood Mac
The Secret of the Hypnotic Buying Trance
By Dr. Joe Vitale
What you want to do when you’re writing marketing copy is create a Hypnotic Buying Trance in your customers – the mindset where they are prepped to buy. But not everyone knows how to do this … sometimes, including me. This brief story will explain what I mean:
When Pat O’Bryan released his long-awaited CD and DVD set called "Your Portable Empire," I wanted to drive traffic to his website and see the sales roll in. So I wrote the following e-mail and sent it to my list:
SUBJECT: What may be the greatest website of all time?
Pat O’Bryan just sent me a link to look at his new website.
I wasn’t interested.
I was tired, just on a teleseminar, and didn’t want to go look. But it was for Pat, so I did.
And it fried me.
The graphic at the very top not only made me smile, but the words on it have to be the greatest summary of an irresistible offer I’ve ever seen online.
I don’t care if you’re busy, or tired, or what. You simply have to go look. It won’t take but a sec.
Go see.
- Joe
PS – If you want to create your own Portable Empire, which is what Pat is known for, then get your rear to his website.
Well, what do you think? Is that a good e-mail?
I sent the e-mail and waited.
And waited.
Sales receipts did not burst into my e-mail box. While my e-mail created traffic to Pat’s site, there were no sales. I found this very perplexing.
As it happened, Mark Joyner, who’s a genius at online marketing, sent me an e-mail to say hi. I told him about my e-mail and the lack of results. He surprised me by pointing out that my "framing" was all wrong. He said by driving people to look at the site to study a graphic, I sent people to the site with the wrong end in mind. They need to be going with an urge to buy, not with a desire to look.
I knew this. But I needed the reminder. With Mark’s lesson in mind, I wrote this follow-up e-mail and sent it to my list:
SUBJECT: I goofed – and you can learn from my mistake.
I sent out an e-mail yesterday urging you to see one of the best websites I’ve seen in a long time.
Many of you went, but not all of you bought.
When I mentioned it to Mark Joyner, he said my positioning was all wrong.
He explained that by having you go to look at the site, you didn’t go to look at the benefits of the product. In other words, I violated one of my own principles of how to lead someone to buy. Mark said I should have focused on all you get, such as –
- You learn how to set up your own online business in 30 days or less.
- You learn about hypnotic writing, hypnotic marketing, hypnotic publicity, and much more.
- You learn the quick-start secrets for building a money-making business.
You get the idea.
By sending you to the site to look at the hypnotic graphic, you went there with a mindset to learn about hypnotic graphics.
Nothing wrong with that … except I also wanted you to go BUY.
This is the lesson: Whenever you want to get someone to do something, how you lead them there will determine what they do.
I led you to look. But I needed to lead you to buy.
So let me try again.
Please go review Pat’s site because the product he offers can put you into business – and making money – with your own "portable empire" in about 30 days. If Pat – a once-struggling musician with several CDs out but always broke – can do it, then so can you.
In one of my next mailings, I’ll send you the e-mail you should have gotten in the first place. But don’t let that stop you from reviewing his site.
Go for it. – Joe
PS – This very e-mail ought to prove that nobody knows it all (except maybe Mark Joyner). If I can still learn something new, then so can you. Get Pat’s package and get to the head of the class. Go see his website.
What do you think of that e-mail?
Is it good?
This new e-mail brought in sales. I learned my lesson: How I direct people somewhere determines what they do when they get there.
The bottom line is this: Think of what you want your readers to do after reading your marketing copy. What you say will influence their next actions. People only buy when they’re in the right state of mind. What you write helps mold that buying mindset, which I call the Hypnotic Buying Trance.
[Ed. Note: Dr. Joe Vitale is the author of numerous books, including Hypnotic Writing and The Attractor Factor. The above article is an excerpt from his forthcoming book, Buying Trances: A New Psychology of Sales and Marketing.
What’s the Best Way to Begin Real Estate Investing?
There are many styles of real estate investing - each with its own set of risks and rewards. So what’s the best way to begin?
If your goals include fast influxes of cash, then I would recommend you look into real estate wholesaling. You can expect to make anywhere from $5,000 - $50,000 per deal, yet it’s probably the least risky investing strategy you can use.
Wholesaling master Steve Cook will be revealing his favorite techniques for launching your wholesale investing business during an upcoming exclusive teleseminar. I have a limited number of free spaces available to ETR readers. Reserve yours now.
Kam Weiler
Contributing Editor, Main Street Millionaire
Notes From Michael Masterson's Blog: How to Be a Calm, Confident, Compelling Speaker
Sometimes a book review is so good at highlighting the key points that you feel like you don't need to read the book. Michele Archer's recent USA Today review of The Elements of Great Public Speaking by J. Lyman MacInnis is a good example.
In her-well written review, Archer sums up MacInnis's advice. A good speech, he says, depends on the following eight factors:
- Choose the right topic. You must have significant knowledge about the topic, you must care about it, and you must be eager to talk about it.
- Manage your fear. The greatest weapon against stage fright is preparation.
- Learn as much as you can about your audience and the event before you speak.
- Before you write the speech, decide whether your main objective is to inform, persuade, or entertain. It makes a difference.
- Choose your words carefully.
- Use visual aids sparingly. PowerPoint can be deadly.
- Rehearse, rehearse, rehearse. Practice out loud to anyone who will listen.
- Learn how to control what MacInnis refers to as the four aspects of delivering a good speech: your words, your face, your hands, and your body.
That pretty much tells you all you need to know, doesn't it?
- Michael Masterson
[Ed. Note: To read more of Michael's unedited, uncensored (and sometimes unexpected) ruminations, check out his blog here.
This April, Michael Masterson will lead 25 to 50 ambitious businesspeople through an elite 5-day program that can help dramatically increase the profitability of their businesses. Learn how you can be a part of this exclusive group and take your business to the next level here]
Winning the "Restaurant Bloat" Battle
By Jon Herring
I went out for dinner last night with my fiancee, and by the time we had finished our meal I could barely walk out of the restaurant. No, I didn’t have food poisoning – I’d just eaten too much. Way too much.
We normally eat very healthfully, and I eat reasonable portions – but I do have a tendency to overeat when we go out. If you have the same problem, you may want to try the following to keep from stuffing yourself silly:
- Eat an apple or a handful of almonds or something else healthy and filling before you leave for the restaurant. You will be less likely to order too much food if you are not starving when you open the menu.
- Share a few appetizers instead of ordering several courses, including an entree, for yourself.
- Offer to split an entree with your dining partner. These days, most restaurants serve such large portions that a salad and half an entree will be more than enough to fill you up.
- Order a to-go box to be delivered with your meal, and put half of your food away before you even begin eating.
Worth Quoting: Seth Godin on How to Be Remarkable
We recently spotted the following in The Guardian, and liked it so much that we wanted to pass it on to you. It’s advice by well-known author and business speaker Seth Godin on "How to get noticed, make a difference, and have a shot at the big time":
- Understand the urgency of the situation. Half-measures simply won’t do. The only way to grow is to abandon your strategy of doing what you did yesterday, but better. Commit.
- Remarkable doesn’t mean remarkable to you. It means remarkable to me. Am I going to make a remark about it? If not, then you’re average, and average is for losers.
- Being noticed is not the same as being remarkable. Running down the street naked will get you noticed, but it won’t accomplish much. It’s easy to pull off a stunt, but not useful.
- Extremism in the pursuit of remarkability is no sin. In fact, it’s practically a requirement. People in first place, those considered the best in the world, these are the folks that get what they want. Rock stars have groupies because they’re stars, not because they’re good looking.
- Remarkability lies in the edges. The biggest, fastest, slowest, richest, easiest, most difficult. It doesn’t always matter which edge, more that you’re at (or beyond) the edge.
- Not everyone appreciates your efforts to be remarkable. In fact, most people don’t. So what? Most people are ostriches, heads in the sand, unable to help you anyway. Your goal isn’t to please everyone. Your goal is to please those that actually speak up, spread the word, buy new things, or hire the talented.
- If it’s in a manual, if it’s the accepted wisdom, if you can find it in a "Dummies" book, then guess what? It’s boring, not remarkable. Part of what it takes to do something remarkable is to do something first and best. Roger Bannister was remarkable. The next guy, the guy who broke Bannister’s record wasn’t. He was just faster … but it doesn’t matter.
- It’s not really as frightening as it seems. They keep the masses in line by threatening them (us) with all manner of horrible outcomes if we dare to step out of line. But who loses their jobs at the mass layoffs? Who has trouble finding a new gig? Not the remarkable minority, that’s for sure.
- If you put it on a T-shirt, would people wear it? No use being remarkable at something that people don’t care about. Not ALL people, mind you, just a few. A few people insanely focused on what you do is far far better than thousands of people who might be mildly interested, right?
- What’s fashionable soon becomes unfashionable. While you might be remarkable for a time, if you don’t reinvest and reinvent, you won’t be for long. Instead of resting on your laurels, you must commit to being remarkable again quite soon.
- Seth Godin
It’s Fun to Know: About Stewardesses
Stewardesses – an endangered word, these days – has the distinction of being the longest word that can be typed using only the left hand.
(Source: Who Knew? by David Hoffman)
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Word to the Wise: Folderol
"Folderol" (FAHL-duh-rahl) is nonsense – foolish talk or a useless trinket.
Example (as used by Walter Bobbie in the lyrics for Guys and Dolls): "When you meet a mug lately out of the jug / And he’s still lifting platinum folderol / Call it hell, call it heaven / But it’s probable twelve to seven / That the guy’s only doing it for some doll."
[Ed. Note: Become a more persuasive writer and speaker ... build your self-confidence and intellect ... increase your attractiveness to others ... just by spending 10 VERY enjoyable minutes a day with ETR's new Words to the Wise CD Library.]
Michael Masterson
Copyright ETR, LLC, 2007
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