| One area that every smart marketer should be | | | | "What can I gain here?" or "How can this solve my |
| looking to increase his or her game and set the bar a | | | | current problem." We are all 'self-centered' by nature. |
| little bit higher is 'copy writing.' I write about it from | | | | Don't misconstrue this though. Self-centered does not |
| time to time in my online newsletter for one very | | | | mean the same thing as 'selfish.' Big difference. |
| specific reason - 'copy writing is salesmanship in print' | | | | 3) What do I do next? |
| and we're all in sales. Period. | | | | We've been led since we we're born. People must |
| Having the ability to be able to write words that get | | | | have clear instructions nowadays. Most times they |
| people to take action and buy from you is a | | | | won't just figure it out. |
| multimillion dollar skill. I call it the 'Money Skill of the | | | | The objective is to build your content around these 3 |
| 21st Century.' It's often overlooked, misunderstood | | | | steps. Come right out right away in writing or on |
| by many, and greatly underestimated by most. | | | | video and tell your prospect what this is all about. |
| This timeless formula can be applied to any and | | | | Get to the point. Tell them why you are here |
| every marketing piece you ever write for maximum | | | | because you don't have much time to keep their |
| effectiveness. Guaranteed. If you simply write (or | | | | attention in this "attention deficit" era we're now in. |
| even communicate on video) with these three | | | | As soon as possible tell them what's in it for them. |
| principals in mind every time you will be extremely | | | | Give your prospect the one big benefit early on. And |
| well received. | | | | when you're done, tell them exactly how to buy, |
| Here they are: | | | | opt-in to your web site, request your free report, or |
| 1) What's this all about? | | | | whatever you want them to do. |
| This cuts through the clutter and gets straight to the | | | | I'm telling you right now that if you keep this formula |
| point. Most people like to tap dance around the | | | | in hand at all times when you're writing or shooting a |
| subject and use filler words (I call it verbal graffiti). | | | | video you will get and keep your prospects attention |
| Remember, people's attention spans are pretty short | | | | almost every time. And, this will give you a great |
| today. Get to the point. | | | | framework for developing your marketing pieces or |
| 2) What's in it for me? | | | | videos from now on. Don't take it lightly. It's stood |
| Its human nature for people to simply want to know | | | | the test of time for decades. |