Issue #2579
- WEALTHY: The difference between ho-hum and blockbuster sales copy (Yanik Silver)
- HEALTHY: Losing weight is only half the battle (Kelley Herring)
- WISE: Justice Brandeis on writing
ALSO IN THIS ISSUE:
- A team of experts waiting to answer your questions (Suzanne Richardson)
- 2 reasons to check your utility bills every month (Jason Holland)
- It’s Good to Know… about “reading the riot act”
- Add “dastard” to your vocabulary
== Highly Recommended ==
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“There is no great writing, only great rewriting.”
Justice Brandeis
4 Simple Ways to Turbocharge Your Writing
By Yanik Silver
I’m going to share a bit of the information that I first taught at my $3,495 per person copywriting workshop. This subject is something I have not seen anyone else tackle in full. So if you are interested in making your sales copywriting (actually, any writing) work harder for you – pay attention!
You see, once most people learn about copywriting, they can usually crank out some pretty decent letters. But where the rubber meets the road is during a part of the writing process that most people don’t want to think about, let alone do. I’m talking about the editing. Today, I’m going to reveal four of the steps I take to hone, polish, and sculpt my sales letters.
Of course, before you start editing, you need to have something worth editing. And you really cannot write and edit at the same time.
So, when you sit down to write, I suggest that you turn off your internal editor. (You know, that little voice in your head that says, “That’s dumb” or “Blah!” or “Nobody is going to care about that.”) Then write quickly. Get it all out as soon as you can, and edit later.
When you begin editing, focus on one thing at a time. This is one of the biggest secrets to ending up with a great sales letter. It’s like when you buy a new car and all of a sudden you start seeing your make and model everywhere. The same number of Mini Coopers were on the road before – but now you have selective perception. Our brains are trained to seek out what we are hunting for, so most people will do one “general” edit and catch a few big problems. But that’s not good enough.
Phase 1 Edit: The First 500 Words
The opening is one of the most critical parts of your sales copy (after the headline), so that’s what I concentrate on first. Studies have shown that once a person gets past the first 500 words, he won’t stop reading until the 5,000-word mark. So one of your major goals is to get people to read through those 500 words.
Most writers start a sales letter with a lot of “warm up” – getting ready to say what they want to say. You need to be ruthless and get rid of the fluff. To make your copy more powerful, see what you can cut from the beginning of the letter. You’ll usually find that your best lead-in will be further down the page. (When doing copy critiques, I often X out the entire first page – or two! – or several of the initial paragraphs.)
Phase 2 Edit: The Flow of the Copy
The next thing I do is read through the entire sales letter with one thought: “Does this paragraph/section/copy block make sense where it is?”
What I’m looking for is a logical and persuasive flow to the copy. If I am writing to an audience that is especially skeptical, I will move my “Authority” and “Proof” elements closer to the beginning. If I’m using an analogy or a story, I make sure it is positioned in the best spot to keep readers engaged.
Phase 3 Edit: Graphics, Embellishments, and the Overall Look
The next thing I pay attention to is the “look” and “feel” of the entire letter.
Just like a top chef doesn’t want the spices to overpower the food, you don’t want the graphics and embellishments to overpower the copy. A pinch will do it. So, to make sure I’m not overdoing the bolding, italics, underlining, bullet points, check boxes, fake handwriting, etc., I use what I call my “Squinty Test.”
I print out each page, hold it in front of my face, and squint so all I can see is patterns, not the actual words. If I don’t see a good amount of white space and a balance of graphic elements, I make the necessary changes.
Phase 4 Edit: Double-Readership
I learned the concept of double-readership from Dan Kennedy, and it’s something you have to keep in mind when you’re writing copy.
There are two types of prospects: those who will read your sales letter, and those who will only skim through it, even after you capture their attention with your headline. So you want to make sure they can get enough information to make a buying decision just by skimming through the headline, subheads, and words that are set off by bolding, italics, etc.
If they can do that, you’ve done your job.
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Just by skimming through the above, you get the idea, don’t you? You get enough information to decide whether you’re interested in the product being sold.
There are other important edits you can make to your sales letters to make them stronger – and I’ll address them in an upcoming article. In the meantime, these four can tighten up your sales copy and make it much more appealing to prospective customers.
[Ed. Note: As master Internet marketer Yanik Silver (www.MaverickBusinessInsider.com) says, careful editing can make the difference between mediocre and blockbuster sales copy. Learn how you can get your hands on hundreds of powerful copywriting techniques from one of the best copywriters in the business right here.]
Even President Obama Can’t Help You Right Now
Despite Obama’s billions and trillions of bailouts and new programs, even the new President admits things are going to get worse before they get better.
That’s why thousands of smart Americans are now taking matters into their own hands and quietly moving their money into much smarter positions “off Wall Street”.
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ETR Insider Report: Help US Help YOU
The Dow dropped below 8,000 points last week. 2.6 million Americans have lost their jobs – and since “Black Monday” this week, they stand to lose 50,000 more. Home foreclosures are reaching new heights.
If you’re one of the millions who are struggling these days, you are not alone.
Here at ETR, we aim to give you solid, useful advice – every day – that can help you increase your income, take charge of your finances, even start a brand-new career. And you don’t have to pay a cent to get it.
But, as you know, anything worth having takes work. Which means that none of the expert advice or moneymaking suggestions we offer will do a lick of good unless YOU act on it.
So we want to put you in the driver’s seat.
What do YOU need? What advice are you looking for?
- Do you want suggestions about how to turn your flagging sales around?
- Are you looking for new business niches that can earn you extra income?
- Do you need advice on how to cut your food costs without sacrificing taste or nutrition?
- Are you searching for inexpensive ways to market your products?
- Do you want recommendations on how to get a promotion?
We’ve got a whole team of experts in everything from fitness and nutrition to Internet marketing… management strategies to product development… writing clearly to investing… achieving your dreams to building a business… and beyond.
All you have to do is send us your specific questions about how these experts can help YOU live a healthier, wealthier, more satisfying life…
And they’ll give you the full force of their knowledge.
Then all you have to do is apply their suggestions to your particular situation.
It starts with you.
Ask a question.
Make it short. Make it specific. And send it to AskETR@ETRFeedback.com.
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[Ed. Note: Want to reach a specific expert? Simply include his or her name in your e-mail subject line, and we'll make sure they get it. Send all questions to AskETR@ETRFeedback.com.]
Moneysaving Tip: Is Your Utility Bill “Estimated” or “Actual”?
Take a close look at your last water and electric bills. Are the meter readings on these bills “estimated” or “actual.” If a meter reader can’t (or won’t) read your meter, standard practice is for the utility company to use an estimated reading (based on your past usage). Many companies just don’t have the manpower to read every single meter out there every month, although they are required to do so at least once or twice a year.
Sounds reasonable until you realize that this practice could result in two problems that could cost you money. For one, your actual usage could be much lower than the estimate, so you’re stuck paying much higher bills. On the flipside, you could have been paying much less than you’re supposed to, which is okay until an actual reading is taken and your bill jumps drastically.
Check your utility bills every month. If a meter reading is estimated, call the company and ask for an actual reading immediately. If the meter is behind a locked gate or in a basement, make sure you are there to give access.
(Source: Consumerist)
3 Tricks to Keep Weight Off
Maybe you’ve been there. You lose 10 pounds in a month, only to gain it back (plus one or two more) over the next 60 days.
Quick weight loss rarely produces sustainable results. That’s because the focus is on “dieting” rather than on adopting a healthier lifestyle.
Research in the American Journal of Clinical Nutrition has identified three “tricks” that successful losers use to maintain their weight loss.
1. Exercise Regularly. Successful losers exercise 60 minutes or more per day.
2. Eat More Low-Calorie Density Foods. Fill your plate with organic salad greens, veggies, and fruits. Skip the energy-dense breads, pastas, and unhealthy fats.
3. Count Calories. Research shows that most people tend to underestimate the number of calories they actually eat by approximately 200 per day. That equates to 10 pounds worth of extra calories per year!
Remember, when it comes to weight loss, it’s a marathon, not a sprint. Slow, safe weight loss through lifestyle changes is not just healthier, it improves the odds you’ll take it off… and keep it off too.
[Ed. Note: The first step to keeping slim is eating healthful food. Nutrition expert Kelley Herring can help. With her e-book Guilt Free Desserts, you'll discover dozens of delicious and healthy recipes that you can easily make at home. Pick up your copy today.
As Kelley pointed out above, extending your life and living out your years in tip-top health is really a matter of making simple lifestyle choices. For more easy-to-implement expert advice on how to lose weight, stay healthy, and live a longer, fuller life, sign up for ETR's natural health e-newsletter.]
It’s Good to Know: Reading the Riot Act
Delinquent children, misbehaving students, errant employees… all may be “read the riot act.” It’s an idiomatic expression that we use when talking about forcefully warning or reprimanding someone.
Where did the expression come from? Turns out there really was a Riot Act – a British law enacted by Parliament in 1714 to discourage crowds from assembling and disturbing the peace. Per the law, a magistrate would read a short portion of the Act (something about the King demanding that protestors or rioters disperse immediately). If the crowd (defined by the Act as any group over 12) wasn’t gone within an hour, those still assembled were charged with a felony, potentially punishable by death.
(Source: Schott’s Original Miscellany)
== Highly Recommended ==
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Word to the Wise: Dastard
A “dastard” (DAS-terd) is a mean, sneaky coward. The word may have been derived from “dast/dased,” Middle English for “stupid” or “dull.”
Example (as used in Time magazine): “Even that notorious dastard and Spanish Political Grafter Juan March, popularly supposed to get his way in any part of Spain with 1,000 peseta notes, bolted like a rabbit for France until things should quiet down.”
[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.]
Copyright ETR, LLC, 2009
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I have a brother who I call something that sounds similar to “dastard,” but I think that word suits him much better. And if I ever talk to him again, I’ll make sure to use it, proudly!