Why You Must Be Specific in Your Marketing

One of my earliest mentors, Yanik Silver, once gave me a list of his 11 Hot Buttons For Selling. I’m sharing a couple of these with you today, but I review one of them every morning when I study my Daily Documents. Yanik’s tips will help you write better copy and emails. These two always have an impact on me.

1. Stories
The Bible is full of stories and that’s why the lessons are so easy to remember (although not always so easy to follow!).

These days, almost everything I write is story-based, from my copy to my emails, special reports, and even my products . As Chip and Dan Heath said in Made to Stick, stories help people learn faster and remember longer.

Stories simply make things more interesting to read, and people are drawn to them. Yanik suggests using “damaging admissions” (i.e. where you admit one of your own mistakes, such as in an, “oops, I goofed” sale).

Both Bedros and I have made damaging admissions in stories where we revealed our personal struggles with anxiety. These emails are among the most popular we’ve ever written, and I’ve received emails and personal thank you’s at seminars from very wealthy people that thanked me for sharing…and for helping them get through their own struggles.

Tell more stories. Touch more lives. Leave a stronger legacy.

2. Reason Why

“Whenever you make a claim or special offer in your advertising, come up with an honest reason why, and then state it sincerely. You’ll sell many more products this way.” – Maxwell Sackheim

I once had a sale where I released the product before it was completely done. In my copy, my “reason why” for doing the early launch was that I needed to get the product into my reader’s hands as fast as possible, because summer had already arrived. It also allowed me to use a discounted price in the sale, plus it lit a fire under my butt to get the full product completed.

3. Specificity

Yanik suggests avoiding round numbers in your headlines and copy.
For example, he has a product called 33 Days to Online Profits, and he believes it would not have been as successful had it been named, 30 Days to Online Profits.

“91.9357% of the time, this works EVERY time!” <= Anchorman joke!

If you focus on offering 20 minute solutions, try to get it down to 19 minutes. Or if you promise 10 pounds of fat loss in a month, try to find support where you can claim 11 pounds instead.

Here’s a real world example from my business…

Some specific emails I have been sending

Here’s the one that I liked best…from my friend, Dr. Kareem. It sent a lot of clicks and got a lot of readers to take action and improve their lives. Notice how it has three specific numbers in it and a BIG idea behind it. – Craig

10 POUNDS in 14 Days  <- (15 min or LESS/day)

10 pounds in 14 days sounds like a BIG goal, but it’s not unrealistic. In fact, research shows that the FASTER you lose, the better your chance of success.

I encourage you to set the bar high, but it’s essential that you follow a proven rapid fat loss plan with sustainable and healthy living habits. That way you’ll  avoid rebound weight gain.

10 POUNDS in 14 Days <— (Read this article to find out how — in 15 minutes or less per day)

You’ll discover 5 simple exercises – done in a specific order – that target the muscles in your body to increase your metabolism.

When you combine these five exercises with a rapid fat loss diet protocol that starves your body from the #1 source of fat deposit in most people (sugar), you double the fat loss effect.

So far so good, right?

But there’s still a missing piece to this puzzle, and without this single factor, your chances of long-term success are very low.

Read this article to find out the 3 essential steps to successfully lose weight rapidly and keep it off:

10 POUNDS in 14 Days <— (it only takes 15 minutes or less per day)

Lose fat to lose better,

Craig Ballantyne, CTT
Certified Turbulence Trainer