Monthly Archives: May 2007

“It Takes 2 – Crafting Your Offer For Maximum Profits”

A few days ago, I posted the first article in my series on “Winner Do What Losers Are NOT Willing To Do” based on Copywriting so that YOU can make just 2% improvements in all areas of your sales copy and be more successful.

Here’s your second article – Crafting YOUR Offer For Maximum Profits.

Be WARNED:

I have not held back here . . . so brace yourself, grab a stiff drink and get ready to cop what I am saying on your chin. I am dedicated to kicking your ass until YOU succeed. Pussy footing around, sugar coating the truth isn’t going to help you and as this is MY blog . . . I can and will say what I want to. I am not twisting your arm to read it. Sure, I will lose a few tire-kickers along the way and that’s only good for business.

GOOD – YOU are still reading.

By now, you being the Winner that you are . . . you would have used the first article to profile your ideal customer.

The losers will still be sitting their suffering from H.U.A. disease (Head Up Ass) bitching and moaning about poor traffic, poor opt-in’s and pathetic sales.

Judging by the emails I received after my first article many of you had NEVER been exposed to profiling in such a detailed way even though you have purchased or listening to a truck load of copywriting information.

Okay . . . now that you know who the heck you should be selling to – you have to create and craft an irresistible offer . . . one that literally gob smacks your prospects and customers into whipping out their credit card or handing over cash to purchase whatever you are offering at YOUR price!

Your offer not only has to provide exceptional value, it’s got to solve your customers problem . . . the very reason they are even visiting your website or reading your offline sales letter in the first place. If you profile your customers, create kick ass copy and then your offer is as limp as geriatric home for old men . . . you have wasted your time and theirs.

Like it or lump it . . . your offer needs to perform like a gigolo on an intravenous drip of viagra.

YOU will have heard of tuning into your prospects favorite radio station – W.I.I.F.M. (What’s In It For Me) and too many people can repeat this phrase will as much as ease as a bloody parrot who squawks “Polly Wants a Cracker’ when you walk past . . . yet are clueless as to what it really means.

I am all for W.I.I.F.M. however to make it easier for you to truly understand this aspect and for you to work out your offer . . . you need to use The Toe Cracker’s method instead – W.I.I.F.Y. which means “What’s In It For YOU” and NO, I don’t mean you as such, that’s the question you need to asked yourself as though you are sitting across the table, face to face with your prospects and answer your own question from your prospects perspective.

When you can do that . . . you will start to craft an offer they can’t do without. A win-win for you as well as them.

You need to look at the main product you are offering for sale to start with, make that your platform to to either add more products to . . . or if you are creating a package – add bonuses to. Once you have worked out what you want to include in your offer, you can start to work on your pricing. If you try and sell your offer for too much – in other words your prospects can not see the value, they will not buy.

If you price your offer too low . . . you can lose sales AND if it seems too cheap you will get sales . . . BUT you will be leaving profits on your table. Yes . . . it a balancing act to get it right and then you need to test even your pricing as part of your marketing process.

9 Critical Questions YOU Need To Ask Yourself About YOUR Offer:

1. Does your product or service solve your customers problem?

2. Does your product or service provide exceptional value – will it over deliver?

3. Are your bonuses genuine?

4. Could your bonuses be sold, as a stand alone item – for the value you place on them? (No point putting a B.S. Value)

5. Do I have a bonus that’s so good . . . it’s actually the product. In other words is the bonus itself worth the entire investment by my customer or prospect?

6. Can you offer a YES or YES Offer? You would be familiar with seeing the Silver and Gold package or the Gold and
Platinum package type offers. Also known as an ‘A’ or ‘B’ offer.

7. When you offer an ‘A-B’ offer does your ‘B’ offer provide so much more value for no more than 50% of your ‘A’ offer? Is it such a no-brainer that 98% of people purchase your dearer offer?

Too many times I see the dearer offer priced way too high. Under NO circumstances make your ‘B’ offer anymore than 50% of your ‘A’ offer. No exceptions. No excuses. In other words if you offer your Gold package for $698 make your Platinum offer $997 with 2-3 times the value of your Gold offer. When you do this, you set off an emotion trigger with your customer.

8. Are you offering bonuses that are as useless as tits on a bull? Too many times I see people copy the snake oil selling scumbags out there who offer you ‘$40,000 worth of bonuses’ that aren’t worth a squirt grasshopper shit . . . and then wonder why they look stupid.

9. Do you have an unannounced bonus that you have left for your take-away close, usually put in as a P.S.?

Answer these 9 questions in brutal honesty and you will have created a powerful, irresistible offer.

In the next day or 2 . . . I will tell you a story of how I tweaked a sales letter for a client, doubled the sale price, made the bonus the real product and this is for an e-book product.

Until then . . .

Dedicated To Kicking YOUR Ass Until YOU Succeed!

Warmly

Trevor ‘Toe Cracker’ Crook
PS. Be a Winner – invest in www.MagicWordsSell.com now!

It Takes 2 – “How To Profile YOUR Customers For Maximum Sales And Profits”

A few days ago I did an article on “Winners Do What Losers Are Unwilling To Do” highlighting the proven fact that all you need to do to be successful in your chosen field is to make 2% improvements in all areas of your marketing, which also includes your copy.

In my ‘It takes 2″ series of articles on sales copy – here’s your first article.

“Profiling Your Customer”

Firstly, it’s not okay to assume you know what your customers want unless you want to make an ass of yourself as well as leave cash on your table. You have to get inside the mind of your customer, otherwise how else will you ever be able to persuade, motivate and then sell your product or services to them?

You need to find out everything there is to know about your ultimate customer – so you can analyze them, understand them and connect with them. YOU need to discover every little detail about them and build the evidence like you were a part of the CSI Miami team . . . until you have profiled your customer and when you do this, you will maximize
your sales.

99.80% of you will not do this and that’s OKAY . . . DO NOT Complain though when you do not get the sales and profits you desire. Doing this critical step will lay your foundations for your success . . . ignoring it will make your sales copy weak and even though you may not want to choke on this one . . . that’s tough – because it will be your own fault and NO ONE else’s!

Here’s At Least 12 Compelling Questions YOU Need To Answer As You Begin To Profile Your Customers.

ONE:

What Gives YOUR Customer Indigestion At Lunch Causing Their Esophagus To Feel Like It’s On Fire?

TWO:

What Gives Them Insomnia At Night Causing Them To Lay Awake Staring At Their Ceiling For Hours?

THREE:

What Gives Them Diarrohea In The Morning?

FOUR:

What are they afraid of or fear the most?

FIVE:

What makes them angry and who are they angry at?

SIX:

Which 3 things cause them the most frustration each day?

SEVEN:

Are their ANY trends occurring or likely to occur in their business or lives?

EIGHT:

Do they secretly desire certain things more than others – if so, what are they?

NINE:

Is their anything about the way they make decisions that could be seen as a built-in bias. Example: Architects = exceptionally analytical).

TEN:

Do they speak ‘their own’ language? If they do and you can then weave their language into your copy – how powerful do you think this will be?

ELEVEN:

Who else is selling a similar product or service to them and how are they selling it?

TWELVE:

Who else has tried selling them something similar and how or why did that effort fail?

As you begin to get inside your customers mind, as you peel it open with all the precision of a scalpel wielding brain surgeon . . . you WILL discover the answers to the Profiling Questions above.

Find out what types of magazines, trade journals, check online to see what ezines your customers subscribe to and sign up yourself, check forums, groups such as yahoo groups, boards and so on. With today’s technology there’s no excuse for you not to be able to collate as much detail as you can about your ideal customers.

I remember reading something Dan Kennedy wrote many years ago which went something like this -

“It is literally true that if you can describe it you can get it”

To build your profile – which then allows you to be able to describe your customer/s – you want to discover certain information such as:

Their age, sex, marital status, do they own their own home, what type of car do they drive, what are their purchasing habits, do they have credit cards and if so, what type, their income level, their occupation, what magazines do they subscribe to etc. etc.

When you have built such a profile about your customers, how valuable do you think that can be to you?

Here’s an example of a one on one mentoring session I had with a customer.

Now, we were discussing a leaflet drop that had been handed out which got a good response.

I asked what sex their customers were. He said, female. I then asked what % are female. He said 80%. I then asked what age group and he replied 45-55. So in just a matter of 60 seconds, I knew 80% of his paying customers were females aged between 45-55.
I wasn’t finished yet.
I then asked John, did he know the number one reason his customers went to him. He answered – Stress.

I asked him to not guess his answers, to find out for sure and get back to me. It turned out 90% of his customers (not 80%) were female, aged between 45-55 and there to overcome stress.

Now, this powerful knowledge was sitting in his head swimming around like a one legged duck swimming in circles with nowhere to go. None of this information was telegraphed in his headline or copy for that matter.

Imagine then running a headline that screamed out to that specific customer and then including the relevant information in his body copy too. These are the ones he knows generates 90% of his sales.

In another case, a customer was trying to sell a home study course and again they had not done any profiling of their customers. A few quick questions from me and I knew that close to 100% of their customers were women within a certain age and most of their previous customers were either a nurse or a school teacher.

Armed with this knowledge, their headlines should call out to nurses as well as teachers, aged between xx.

I instructed them to find out what trade type publications they would read and then place adverts in those publications – in the exact place their hungry crowd would see their advert. They could also then see what was available online in the way of forums, groups etc.

Can you see how powerful these types of questions and the impact they can have on your business. It’s time to stop that one legged duck swimming around inside of your head so you can target your real customers – not some figment of your imagination.

Winners Do What Losers Are NOT Willing To Do!

To get a kickstart – grab your copy of magic words sell if you haven’t done so already.

Go to: www.MagicWordsSell.com

Dedicated to kicking your ass until you succeed.

Warmly

Trevor ‘Toe Cracker’ Crook
PS. What are you doing reading this – get profiling!
Go to: www.MagicWordsSell.com

“Winners Do What Losers Are NOT Willing To Do”

I was listening to the radio today, when an old classic song came on – and the lyrics were so wrong. Here’s the lyric. ‘Everyone’s a winner baby that’s the truth’.

As I was bangin’ away on my laptop, listening to the words I said to myself . . . that’s pure B.S. I mean if we were all winners, we would all be like the Donald Trumps of this world. Within a matter of minutes after that song finished, I got an email which included some excerpts from Ted Nicholas’s next book – which has yet to be published.

One section was so profound – it smacked the song lyrics outa the ball park. I thought to myself, no wonder Ted’s sold over 7 Billion dollars in direct mail. You see, this is what really happens in life and it doesn’t matter what it is, business or sport – heck even in your personal life.

This is what Ted said: “Winners Do What Losers Are Unwilling To Do”

Did you read that – did you get it and if you didn’t get it . . . you need to. The cold hard facts are, it will not take you much. Take a world class athlete, are they ten times better than there closest rival? Truth is they are generally only 1-2% better but it’s those 1-2% increments, the fine tuning, that make them winners, world class in their chosen fields and that’s all due to doing what losers are unwilling to do.

I am going to focus on direct response copy and marketing because I want you to be prepared to do what losers are not. To be a much better marketer, all you need to do is master the details, set yourself a goal of improving the blueprint to your copywriting success by a paltry 2% because it’s those slight differences that will make your sales messages a winner.
Imagine if you can tweak all the components of your copy by just 2% . . . what will that do to your sales. When I created my copywriting blueprint and combined those 10 hours, of ‘how do you eat an elephant . . . one bite at a time’ copy formula with my direct marketing strategies I knew I had put together a package that required work yet gave the winners the edge over any competitors they wanted to compete with in any chosen niche or market.

The losers will continue to grab the next best thing since the invention of sliced bread – the magic pill that promises to make them a motza overnight – content to slam together crappy copy because they are too darn lazy, stubborn and ignorant to get off their asses and actually discover what it takes for them to make those 2% differences into their copy.

The winners will tweak their copy – using proven methods.

Over the next week, I am going to write articles about the various components so that the winners can do what the losers are not prepared to do.

Are you a winner – if so, watch out for my subject lines

“It Takes 2″

To get you started . . . here’s 1 thing that you need as a winner if you haven’t done so already.

Go to: http://www.MagicWordsSell.com

To help you out, and if you are one of the first 4 people to claim your package, I will give you the 2% increase by creating sizzling copy for one area of your sales copy – the one that you need doing urgently. Value priceless.

Dedicated to kicking your ass until you succeed.

Warmly

Trevor ‘Toe Cracker’ Crook
PS:
To join the winners . . . go to:
http://www.MagicWordsSell.com

“Ted Nicholas and Elvis Presley”

You know that I truly do hope you are
getting as much traffic as you desire,
converting as many prospects into opt-ins
who then invest on your products or services
otherwise there’s no point really in being
in business either.

I remember back to when I started doing direct
mail many years ago, I was very lucky to have
grabbed the rights to Dan Kennedy’s products
which came with copy written by the man himself.

Not content with just sitting on my butt with
his proven letters, I spent months studying them,
pulling them apart, scratching my head, pulling
my hair out, getting frustrated . . . determined
I was going to discover how to reverse engineer
Dan’s copywriting process so that I could become
a copywriter.

I understood from what I had read, listened to,
and watched about copy from not just Dan, from Gary
Halbert, Claude Hopkins, Bob Bly and many other
highly regarded copywriters that this was, is
and always will be the one critical skill that
I need to succeed and YOU do to.

No exceptions. No excuses.

There was one legend though that really stood out.

The first time I ever heard of this man, was in
the Dan Kennedy products, where Dan interviewed
the one and only TED NICHOLAS. Dan was raving about
this guy and if it’s good enough for the brass balls
man to get excited then it’s good enough for me and you.

Being the stubborn man that I am, I did exactly
what I sat out in my mind to do, I make costly
mistakes along the way until I was able to understand
the process needed to get inside the minds of any
prospect I am writing copy for – either for myself
or my customers.

The point you need to be clear on is unless any aspect
of your copy is compelling and does everything in it’s
power to excite your prospects you are leaving money
on the table and for one reason only.

Ignorance.

Yep . . . no other way to describe it.

I know you are not ignorant and that you want to get
the best out of any or all of these: Your sales message,
PPC’s, email copy, articles, press release, off-line
adverts, in fact any aspect that requires copy.

To get the best of of these, the best person in the
world to teach you is the living legend, the 7 billion
dollar man, Ted Nicholas.

Ted is holding a 3.5 day copywriting workshop, note
I didn’t say seminar, where you will leave the event
having written full blown sales copy yourself, being
taught by the grand master.

TED and ELVIS:

This is a one off, your only chance in this lifetime to
be personally taught by such a talented man.

Your chances of Ted ever doing his workshop again are
zero – you would have more chance of seeing Elvis live
on stage for one night only and you know that ain’t
gunna happen.

To read what Ted’s going to do, go to:

http://www.CopywritingWorkshopUK.com

Warmly

Trevor ‘Toe Cracker’ Crook
PS. ‘Right said Fred’ may be too sexy for his shirt . . .
‘well Right Said Ted’ is too sexy for poor sales and
he is about to sing up a storm on how to write yourself
a fortune. Go to:

http://www.CopywritingWorkshopUK.com

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