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Help With Copywriting

Help With Copywriting

help with copywriting
50 Ways to Start Your Sales Letter…

1. One of the biggest reasons people fail in ______ is ______.

2. The greatest lesson I’ve learned about ______ is ______.

3. The biggest mistake in ______ is ______.

4. Here are the top seven reasons why you should ______.

5. If I had to narrow _________ down to five steps, they would be…

6. The real secret to ______ is ______.

7. One thing that almost no one knows about ______ is ______.

8. Three of the best web sites for ______ are ______.

9. The absolute worst way to ______ is ______.

10. A secret weapon I use for ______ is ______.

11. Here’s why you should never be afraid to ______…

12. Five proven ways to ______ are ______.

13. The best model I’ve seen for ______ is ______.

14. Two questions to ask when making this decision are______.

15. The best example of ______ is ______.

16. Here’s what you do when ______ happens…

17. The one thing you’ve been told that’s wrong is ______.

18. New evidence suggests this about ______…

19. The one lesson I wish I had learned years ago is…

20. Here’s how to protect yourself from ______…

21. The one question you must ask before ______ is…

22. Three simple exercises to help with ______ are ______…

23. A simple way to organize your ______ is ______.

24. An easy to follow system for ______ is ______.

25. An effective way to speed up your results is ______.

26. Here’s a simple 10-step checklist for ______…

27. An often overlooked way to ______ is ______.

28. When you face this problem ______ , here’s what to do…

29. Should you ______? Take this quiz…

30. If you’re a beginner, then the first thing to do is ______.

31. If you’re experienced, then here’s an “advanced” tip…

32. Seven warning signs of ______ are…

33. Your three best options for ______ are…

34. A way to get faster results from ______ is ______…

35. It only takes a few minutes to ______.

36. Five things you can do today are…37. For ______, this works like crazy…

38. Why your ______ won’t work.

39. Something every ______ needs to know is ______.

40. The best way I know to ______ is ______.

41. A simple shortcut for ______ is ______.

42. Here’s a “rule” about ______ you should BREAK…

43. The biggest waste of time for ______ is ______.

44. If I could only do one thing for ______ it would be ______.

45. You can actually cut ______ by ______.

46. The #1 key ingredient of ______ is…

47. My best advice for ______ is ______.

48. Five ways to improve your existing ______ is ______.

49. A good way to reduce ____________ costs is ______.

50. Here is a daily schedule you can refer to for ______…

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Why You Need a Copywriter

Why You Need a Copywriter

Powerful Copywriting from 1952So You Still Think You Don’t Need a Copywriter?

Then Take a Closer Look At The Copywriting in this  Powerful Display Advert from  1952

As a Copywriter, I absolutely LOVE this display ad from 62 years ago…


1. A Powerful, Benefits-Rich Headline.

2. Emotional Direct Response [Not only will your hair shine, this gets hair so clean, you will actually ‘Feel’ the difference!]

3. Visual Proof! The ad shows how easy it is to use.

4. Body copy is about as perfect as you could wish for. [Billows out like whipped cream!]

5. Saves You Money! Highlights the fact that it is not only amazing but also economical.

6. MORE Proof! Image shows the end result [beautiful hair]

7. Stops Dandruff!

8. Not Just Okay But ‘WONDERFUL’ for the Whole Family!

9. More Quality Ingredient Than Any ‘Ordinary’ Shampoo! [Notice the competition is ‘ordinary’ compared to this product].

I could go on and on – there are numerous other benefits in this ad.

But I am sure you see the point?

There are still basically only 2 kinds of advertising and marketing in the world:

1. Creative – where people ‘experiment’ with your money.

2. Direct Response Marketing – Where people follow time-proven, battle-tested principles that have been shown to work time after time.

When I see this kind of advert, I am so happy to be an Emotional Direct Response Copywriter!

None of us are the ‘creators’ of this stuff – we are just the custodians of it.

Conclusion: If YOUR marketing is dry, dingy, dead or boring, take me up on my unique Lead Generation Offer

Online vs offline marketing – which is best?

Online vs offline marketing – which is best?

Since ancient times when mankind first discovered that you could make money on the internet, the battle has raged as to whether it’s better to do your marketing online or offline. After all, email is free to send, right? Google or FaceBook can send you thousands of prospects a day at no cost. And people are so much more used to doing stuff on the internet, gathering information, buying products, even looking for local services.

Yeah, I know, you’re already thinking “Do Both”…but should you?

I recently sent a mailing to local businesses in my city offering a free report, aiming to get copywriting clients. Got the list, slapped up a 2 page sales letter, stuck their newspaper ad at the top and let fly. From a tiny list of just over 100, got 4 responses, and the marketing funnel is swinging into action. Those of you who have been around for a while will realize that’s a good result, for a blind mailing.

If I’d sent them all an email, you think I might have had a spam complaint or two? Probably. But even from the interested parties, I wouldn’t expect much of a response from 100 names. In fact, I never prospect via email, not just because of spam laws, but because of the positioning and the clutter.

The positioning aspect is a valuable lesson. Any bozo can sit down and send out an email. But if you’re prepared to invest in postage, paper and ink, time and effort, it really stands out. This leads right into the other aspect…

There Is Far Less Clutter In The Mailbox Outside Their House

Sure, there’s the odd mailer from an insurance company, the local real estate folks, various catalogs, etc. But there is hardly anything worth mentioning here, let alone proper direct response pieces.

It’s true that people sort their mail over the bin. But where I live, it only takes a minute to dump the catalogs, minus the one I might have a quick look at later. Bills, go in a pile to open later. Personal mail? Never get any. I get emails and FaceBook messages and phone calls from family and friends.

So If I Get A Personal-Looking Letter…It Sticks Out Like A Sore Thumb

Online, well, everybody and their dog is online. And believe me, if they’re on your email list, they’re on everyone else’s list as well. A sales letter in the hand is worth two in the bush (the internet) and they’re much more likely to at least flick through it, if the headline doesn’t immediately get them reading. On a web page, if the headline doesn’t work it’s magic, they won’t even scroll down to see how much it is.

The Best Direct Mail Piece I Ever Saw

A few months back I got a letter from a well known charity. It was unstamped, unaddressed, just looked like an envelope some kid had grabbed and written a note on the back. I still haven’t figured out how they got that font to look so much like a child’s pencil handwriting. Inside was a letter asking for a donation. But the envelope is one of my favorite swipe file pieces. I am going to swipe that one for sure.

But I’ve always found it difficult to get on to offline mailing lists. The problem is persistence – most companies, big or small, have all the stamina of an 89 year old arthritis patient, when it comes to mailings. Even some people who start out with really good direct response mailings eventually give up the ghost.

Of course most mailings companies do are just a crappy flyer or brochure, they’re looking to save costs. What they don’t know and probably never will is that direct mail can give you a huge bang for your buck.

See, I love to get things in my hands, sit down and read them. Perhaps I’m old fashioned, but I find this much more comfy than reading something on a computer screen. If I wasn’t addicted to the delete key due to typing faster than I should, I would be writing this on a good old fashioned typewriter. Seriously.

I Have The Answer To The Offline Vs Online Argument

It’s a 2 part answer. Firstly, assuming you realize you should be using ALL media to get customers, not just one or two, try integrating both medias. To generate leads, send out a postcard, driving people to register online for a webinar. This works. Put your URL in your display ads, sales letters, business cards, on coffee cups, on bumper stickers, everywhere.

You can also coax your online leads into the offline world. I haven’t found a consistently effective way to get online visitors to call a toll free number, but from your existing list, offer them some free gift if they will give you their offline details. Instead of uploading a video, offer to send it to their home or office for free. If they spend any kind of decent money with you, send them a welcome pack or gift in the mail. How many websites do that?

I would walk naked over hot coals wearing a beard of bees for a good offline lead. Come to think of it, it’s time to create another mailing for my offline list. See ya next time.

me copyBrian Cassingena is Australia’s #1 Copywriting Strategy Expert, direct response copywriter and digital nomad. He runs Cassingena Copy, the 14 Day eBook Factory and other businesses while traveling the world.

Which is a Better Lead Magnet: a Free Report or Free Video?

Which is a Better Lead Magnet: a Free Report or Free Video?

FaceBook is the land of mis-information – and unless you’re in Chris’s Marketing Secrets FaceBook group, you can’t be sure that what you’re reading has any bearing on real life at all. There is some good stuff amongst all the propaganda and hidden agendas, but it’s like finding a needle in a haystack.

I saw an interesting post in someone else’s group, talking about Free Reports vs Videos as lead magnets, free stuff to get people to opt in to your mailing list. And it wasn’t a question, it wasn’t market research on what the members use, it was a statement.

And that’s fine, all ‘guru’ marketing is done this way, right?

So the guru in question was talking about how he or she no longer does free PDF reports anymore, they just put their info into a video and have that as the lead magnet. So the landing page promises a free video the prospect can watch in exchange for their email address.

And pretty soon the post generated some fairly heated conversation. Some members argued that making a 5 minute video was cutting corners compared to preparing a PDF report, other shouted Hallelujah and are probably rejigging their whole marketing funnel.

Who’s right and who’s wrong?

I can tell you right now – they’re both right!

Here’s a problem that you may have slowly realized is prevalent in the ‘guru’ business – all their advice is based on opinion. Or the flavor of the month. Or whatever cool technology has just come out that they want to be seen to be an ‘early adopter’ of.

At least that last point has some validity, the problem with listening to advice is that you have no way of knowing whether it’s based in fact or on opinion.

The best way around this? I’m afraid it’s the least popular answer of all. It’s the answer the gurus don’t want to give, because it reduces their power over you. (They think.) And it’s the only answer that gives you the power to finally be in control of your own destiny in business.

The answer is: test, test, test!

If you’re driving traffic to a landing page, don’t just switch over to another system just because someone told you to. Even if they are a ‘guru’. Test.

Drive half your traffic to a landing page offering a PDF report, and half to a page offering a video. Put the same info in each magnet, put the same benefits on each landing page, and that’s it. People will opt in for both. One will outperform the other. When you have a winner – refine it by testing other elements.

Next: Go a step further and don’t just measure each page’s optin rates – measure what happens after that. Perhaps one type of optin might go on to be a better customer, spend more, stay for longer than the other. You’ll never know if you never test.

There’s only one reason why you wouldn’t go and put this in place right now:


But it’s not a reason at all – it’s an excuse. The technology is one of the easiest obstacles to get around, even if you barely know how to switch on a computer. There are people out there on sites like that you can outsource all this stuff to at relatively cheap rates. You can even hire local high school students for many tasks if you prefer.

If you use WordPress, there are plugins available to make it easy for you to do it yourself. And I’m pretty sure CRMs like Infusionsoft can track all of this stuff as well, the only thing standing in your way is the belief, the opinion, that it’s all too hard.

It’s belief and opinion that causes people to go out and categorically state that one marketing method is better than another. Sure, a quick 5 minute video is easy to make and you can get that up in minutes. But, on the other hand, you can have an outsourcer put together a report in hours.

It’s such a small difference in reality, the video vs PDF debate. Whether you’re a ‘reader’ or you prefer videos, doesn’t matter. The only thing that matters is the numbers – how many people hand over their email address, and how many people become customers later on?

Don’t be convinced to change what you’re doing based on a FaceBook post, it’s just another bright shiny object. If you want to change, test different methods and compare the results without the influence of any guru opinions. Then, stop playing guru-follower and make the decisions that you need to make in order to grow your business. There are no short-cuts or magic tricks, just testing.

me copyBrian Cassingena is Australia’s #1 Copywriting Strategy Expert, direct response copywriter and digital nomad. He runs Cassingena Copy, the 14 Day eBook Factory and other businesses while traveling the world.

The Secret To Success Is In What You Say And How You Say It!

The Secret To Success Is In What You Say And How You Say It!

Whether your preferred marketing media is your website, emails, FaceBook page, newspaper ads or a podcast, chances are your sales copy needs work. And frankly it’s rare for me to find great copy, although some of the principles that have been taught for the last 30 or so years are finally starting to seep through the unwashed mass of image advertising and branding most small businesses seem to be in love with.

And good copy can make the difference between making serious money online, and having to look for a job to pay the bills. It’s that important.

Almost all sales copy I see sucks harder than a kid with a giant lollipop. Just tune in to any TV advertisement and you’ll see what I’m talking about. Every car commercial looks exactly the same – the manufacturers are all interchangeable, switch them around and nobody would notice.

But this is where too many small businesses look to find inspiration for their advertising. They seem to think that ‘looking professional’ will make them sales. Newsflash: it does not. Everyone looks ‘professional’. You have to be professional, that’s a given.  You have to do a good job, or your customers will find out quickly, and desert you in droves. This is not how your customer makes their decision on who to buy from.

They make their decision based on what’s in it for them – and the way you help them understand what’s in it for them is with good sales copy on your signage, on your business cards, on your packaging, everywhere.

The important part is the language you use.

I learned the importance of this in a handful of direct sales jobs when I was younger, telemarketing jobs, door-to-door sales, face to face, and I did this for a few years. When you’re in such an ‘us-vs-them’ scenario, and you say the wrong thing – the sale is lost. You can reel a few back in…if you’re really good…but by and large you need to watch your language.

I used to work for a Karate club back when I still lived in Australia, one of the largest clubs in the world who filled their dojos almost exclusively by knocking on doors and signing up new members. We used to do 2 rounds in an area – first we’d knock on doors, setting up appointments for that evening, then go back and do the appointments.

There was a script for the door knocking, and a script for the appointment presentations. It was all tested and proven over years of refinement and practice, and by the time I joined it was a well thought out system in use by people in every state.

And what you said during those presentations made all the difference between success and failure. For example, the word ‘presentation’ was never used. Because people may immediately think ‘sales presentation’. And once this happens their resistance goes up.

You want low resistance. Sure, everyone knows I’m there to sign them up for Karate. And it’s not gonna be free. But in their mind they’re thinking “Gee I’d like to find out about these karate classes and maybe I’ll go have a look at a class or something, I’ll hear this guy out.” That’s a much better internal conversation for them to be having inside their heads than “I’m interested in Karate but this guy’s here to sign me up for classes right now, feels like I’m being sold.”

Even the body language was important. When we’d mention the Karate club on the porch, we’d motion over our shoulder, as a subtle psychological hint that it was a local club just around the corner. Even our folder positioning was important – my preferred place was at my side, not completely hidden but just hanging back almost out of sight, as if forgotten during the conversation, until it came time to book the appointment of course. But having it right out front with pen ready to write, says: “Hi, I’m here to sign you up for something. What’s your credit card number?”

Copywriting strategy is the strategic use of sales copy. The language and positioning you use are important components – are you using the right words on your FaceBook page? Are you sending your prospects to a sales page before they are ready to be sold? The answers come from knowing your target market, and testing.

me copyBrian Cassingena is Australia’s #1 Copywriting Strategy Expert, direct response copywriter and digital nomad. He runs Cassingena Copy, the 14 Day eBook Factory and other businesses while traveling the world.

Copywriting Tip: The “Few Words” Strategy…

Copywriting Tip: The “Few Words” Strategy…

direct response advertThe “I’ll sum it up in only (no.) words…” strategy tells your prospects that you’ll give them a direct, simple presentation that will tell them the benefits of owning your product or service.

You could just give them a short and sweet summary of your strongest benefit or USP. Or you could follow the example in the advert.

Now don’t get me wrong – I am a Copywriter and LOVE long copy and 99 times out of 100 it still outsells short copy – particularly in regards to high-ticket stuff [albeit via a mixture of long copy on video].

But… for Squeeze Pages, Radio, TV, Cinema, Post Cards and PPC you need to use the “Few Words” strategy.

Very few copywriters can write good short copy. Those that can are very skilled. Fewer still are good at both long and short copy.

NOTE: The advert with this post is one of the best examples I have ever seen of cramming HEAPS of benefits into just a few words.

What Copywriters Do On Their Day Off…

What Copywriters Do On Their Day Off…

I didn’t mean to rescue the frog. I only went to the supermarket to buy some milk. But as I passed the fish tanks, I saw it looking at me.

And I could have sworn it was saying: “Please rescue me!”

I Was Writing Copy When I Noticed…

I Was Writing Copy When I Noticed…

Sat in Starbucks all Alone...
Sat in Starbucks all Alone…

As many of you know, most days I can be found sat writing copy in my local Starbucks.

Like most Copywriters I really do ‘Get in the Zone’ and find myself pretty oblivious to what is going on.

Now… Starbucks is normally pretty noisy and so I wear headphones and listen to music or motivational speakers as I write.

And then the other day I was aware that things suddenly seemed quiet.

I stopped and looked around.

To my surprise, I was the ONLY person in Starbucks.

I asked the manager: “How long has it been this empty?”

“About an hour at least!”

It struck me that I hadn’t noticed – I had been having too much fun writing a new Video Sales Letter.

It is a wonderful feeling to be so caught up in loving what you do that you feel as if you are in the middle of a huge river zooming downstream… almost as if you are in a whole new universe.

THE LESSON: Love what you do!

[Originally posted in Feed A Starving Crowd]

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