How to make your copy CONNECT with buyers!

How to make your copy CONNECT with buyers!

If you’re a business owner who writes his or her own copy, this is for you.

If you’re a pro copywriter… this is also for you! (But hopefully more of a reminder to keep you on top)

One thing I’ve noticed recently is a disconnect between the product being sold, and the message being used to sell it. All in all it’s not terrible across the board, but I’ve been seeing a lot of products just miss the mark. 

I’d like that to end and for everyone to sell more…

So I’m sharing a strategy I’ve developed to make sure that my copy CONNECTS with buyers!

I use this strategy when I’m writing emails for sales funnels, sales pages, and squeeze pages. It’s how I’ve been blessed to work with some of the top players in our industry, and how more keep coming!

And again in my quest to help everyone sell MORE… here it is:

No. 1: Create two ideal buyer characters that you can ‘speak’ to each time you write for a product or service. 

At first glance this might seem like a lot of work but the reality is each product is going to speak to a different type of consumer and their current goals/fears (both of which drive sales). We might say that an options product might cater more towards an engineering mindset versus a penny stock offer that’s more interested in the get rich quick angle. 

Now the reason I have two is to cover both the goals/fears angle of a buyer depending on the MARKET! Here’s where financial copy is special because it’s so driven by the stock market and it’s volatility. I mean honestly, you can have new/fresh copy almost WEEKLY!

Then depending on market conditions, you cater the copy to fit the market and your ideal buyer.

Note: Sometimes the customer will be different depending on products and services. So analyze the products benefits and problem solutions and see how that speaks to your buyer character.

No. 2: Know the market conditions and political news that could influence your buyer! 

Even living in Africa, I always read the news for a general sentiment of what’s happening in the world. It may seem simple but checking in on the news helps me to speak directly to the people who I want to reach by knowing what’s actually affecting their everyday lives.

To use the options product example from above, we have an engineer type as our generalization of our customer… now the news breaks that Trump is approving 10X more HB1 visas in 2020 than in 2019. You and I might read over that, but our engineer who’s moving towards the end of his career but has 2 kids in college that he needs to pay for, that GUT CHECKS HIM! 

He’s thinking the worst. He’s potentially panicked that his job could be on the line and how will he pay for his kids college…

See? Kinda simple if you’re paying attention and can see those opportunities in the market and your product.

No. 3: and this one is crazy… Talk to customers! 

I would encourage every copy writer or somebody who wants to do persuasive marketing in any capacity to do customer service and actually get to know the people who are buying your products.

Again it seems so simple but being able to read customer emails, respond to customer emails and just in general interact with customers will give you a much better sense of how to solve their problems, help them achieve their dreams and how your product fits into those two categories.

Simple right?

But deep enough that if you make the above into your writing strategy whenever you write copy…you’ll improve 10X!

Good luck,

Brad

P.S. If you’d like a free copy consult, just ask. I’d love to help you tighten up your copy and get to know your two buyer characters!

Have a great one!

The Secret To Getting Better Copy From Your Writer

The Secret To Getting Better Copy From Your Writer

As a writer I like to follow and read other writers especially good copywriters… and Kevin Rogers is CLEARLY a good one!

I don’t want to hype him up too much, but suffice it to say he’s good.

Anyway, I’m on his email list and received the below email, absorbed it immediately, then asked if I could repost on my site. He said ‘Sure man’…and here we are.

I’m leaving his pitch in at the end (no affiliate links) just because it’s a great one!

Enjoy!

Hey there,

Good copywriting pretty much lives or dies by the quality of communication between the writer and the client.

The better the communication, the stronger the copy. Period.

With other contractors, like, say, tech developers, communication can be handled by a trusted team leader. Ideally, one who understands all the weird phrases and acronyms around tech.

When I’m in a tech meeting, I feel like an actor in a Star Trek episode who was given a script for the Dukes of Hazzard.

TECH PERSON: I recommend we align the impulse drive with the deuterium detectors and harmonic combadge.

ME: Well, gol durn, I recon that dog’ll hunt, let’s commiserate on it up yonder at the Boar’s Nest with some sippin’ suds and pickled pigs feet.

Maybe you feel just as out of place talking to a copywriter?

However, as CEO, especially if it’s your name in the subject line, it’s critically important to form a solid working relationship with your copywriter.

You don’t have to plan a fly fishing excursion or a spa weekend together…

… but you DO need to block a few solid chunks of uninterrupted phone time with your copywriter.

And agree to go deep on those calls about your history, the inspiration behind your business — especially the product they’ll be writing about…

… and a lot about YOU.

I talk to so many CEOs who are nervous about a copywriter getting their VOICE wrong.

There are some really good ways for a decent copywriter to learn how to write in your voice…

They can listen to you talking – on podcasts, stage presentations, web trainings – and apply a system like Abbey Woodcock’s CODEX to break down your speech patterns and become an effective version of your voice in copy.

If that’s all they had, a skilled copywriter could do a decent job of playing the role of you in copy, like an actor playing a historical character who died before they ever met.

However, add to your “public voice reel” some quality one-to-one conversations with your copywriter where they can really HEAR you, in real time, get genuinely excited about some things, subtly annoyed over others, the way you pause before reflecting, how your timber shifts when you talk about family…

… and a good copywriter, like a method actor, will adopt the role of playing you so well that people go, “Wow, you can’t even tell the difference.”

Like Johnny Depp as Hunter S. Thompson.

True copywriting goes far beyond voice, of course.

Later in my freelance career, I was brought in on projects long before the product was even created.

Some clients would ask me to vet potential experts before entering into a product deal to make sure they had the goods to be a dynamic spokesperson, and the material to develop truly valuable products.

Those projects where everyone was fully bought in, as you can imagine, were always more successful.

So, if you’re an expert looking to bring on a copywriter, go beyond reading over samples and make time to have real conversations with your best copywriter candidates.

Feeling some genuine chemistry during those calls is a good sign that you’ll develop a strong relationship and get an Oscar-worthy performance.

And if you’re a pro copywriter, be respectfully demanding of your client’s time.

You know what you need to do your best work, so get full buy-in from your client and their team to help you become far more than a contractor… and become an Oscar-worthy actor playing the role of your expert.

And the winner is… everyone.

Kevin Rogers

I’m rolling out the red carpet for you with three more great ways we can creatively collaborate … 

1. Come hang out with me at Copy Chief LIVE!

If you want to be “in the room” with some of the sharpest business owners looking to hire copywriters, and the hottest up-and-coming copywriting talent, then join me and the other Chiefs in St. Petersburg for Copy Chief LIVE. Click here for details

2. Up your copywriting game as a member of Copy Chie

If you’d like to quickly improve your sales message and copy with proven templates and immerse with the sharpest minds in the biz, reply to this message and put “Copy Chief” in the subject line

3. Join my higher level program for Working Copywriters

Helping freelance copywriters reach “the next level” is what my “Real Free Life” program is all about. If you want higher quality clients, with bigger checks, all while working less hours, hit reply and put “Real Free Life” in the subject line.

The ONE Thing Trading Education Companies Are NOT Investing In….

So Many Trading/Investing Companies fall on their own swords!

You trade (or teach trading)….but do you INVEST?

Not the normal investing one’s used to discussing
in the financial niche with bonds, ETF’s, etc., etc…

I’m talking about investing in your marketing!!

In this article I’ll show you WHY…and WHERE to
focus your investment. Sound like a plan?

GREAT!!!

First, I GUARANTEE you’re not investing enough…
and if you want your business to GROW, you
need to invest MORE.
More money, more time, more patience!!

Here’s why.

This week, I had a great chat with a guy who has a
TON invested in his marketing and it’s paid off for
him CONSISTENTLY for the past 5+ years!

We BOTH learned the value of investing in copywriters,
product development, funnels, email client, merchant
account, optimization and MORE first hand.

Seeing early on that no matter how good the product is,
you need to be able to MARKET it in order to grow.

As our conversation rolled on, we talked life, advertising,
affiliates, and then landed on marketing and how most
people he and I talk to invest NOTHING in their marketing.

We’re not talking about investing in ADVERTISING…
please understand these are TWO DIFFERENT THINGS!!

Advertising brings the traffic…

Marketing CONVERTS the traffic…make sense?

We shared stories of people/companies ‘loving’ their product
so much they actually used the words “it’s so good it’ll sell itself!”
Good gracious…needless to say, that product did NOT sell itself 😉

It got me thinking of the people I’ve chatted with who want to
‘give it a go’ on their own. Fine I say…let me know how your
house wiring goes when you ‘give it a go’ on your own as well 😉

So the real question is…WHY!?!?!

Why…why should you invest in your marketing?

2 reasons (with probably another 324 that I can think of)

1. The realm of marketing success changes daily!

What’s working changes month to month, and if you want
to WIN, you need to play it long term by reevaluating tech,
analyzing funnels, and sometimes listening to those who
are doing marketing BETTER than you 🙂

This all takes one CRUCIAL thing…TIME!

In order to be able to adapt quickly – to determine whether to
adjust or stay the course – you need to be in marketing mode daily,
analyzing the data DAILY.  If you cannot do that, or don’t have someone
that CAN, then you should look to invest in HELP in that area ASAP.

2. Businesses that do not invest in marketing top out EARLY.

If you want your business to continue to GROW, it’s not about
coming up with new products every 2 months, it’s about investing
the money into marketing to GROW. If you can’t maximize, adapt,
and improve your funnels/processes as well, then you’ll hit a point
where you will go NO higher… that’s a guarantee you can take to the bank.
I see it FIRST HAND, upfront and personally, at least once a week,
every single week of the year!!

One company that comes to mind had a TON of success years back…
rested on their laurels and stuck their head in the sand about changes…
and are now in a REALLY tough spot.
People leaving, sales dropping…not great 🙁

OK, so you’re STARTING to realize you might be the company
above…WHAT DO YOU DO?!

You need to take a step back, analyze yourself HONESTLY, and
focus your time/resources in these TWO places:

1. Quality People.

Your neighbor’s kid whom you’ve met once, but has a lot of followers
on Facebook is NOT qualified 🙂 He’s cheap…but, just like the guy
paying .05 cents for leads, you get what you pay for!

Want to advance your funky tee shirt sales? HIRE HIM!

Want to ACTUALLY grow your business, find QUALITY people.

You’ll have to spend money on quality as quality is experience,
and that’s not cheap.

But it’s money well spent…whether on an external consultant like
ME, or someone hired within, or both…INVEST!

2. Tracking/Data

ALL…I REPEAT…ALL MARKETING IS DATA DRIVEN!!
Always has been, always will be…it’s called Marketing!
Qualify target, communicate, track, adjust, sell – results, REPEAT.

You need proper tech to be able to TRACK everything.

Your CRM (infusionsoft, active campaign, ontraport, etc.)

Your clicks (improve.ly)

Your leads (CRM/improve.ly, etc., etc.)

Your squeeze pages (unbounce, lead pages, etc.)

Your funnel (infusionsoft, active campaign, etc.)

You get the point 🙂

Either YOU need to focus on this 100% or find someone
or a company that DOES.

It’s the BEST BEST BEST way to quickly see what’s working,
what’s not, and what can be done to FIX it so you’re making
MORE money.

Because that’s the goal right?

You’ve got to invest in becoming a professional company
to make MONEY like one!!

What are your thoughts?

Am I on the right track?

Missing tech stuff?

Missing points?

LET ME KNOW IN THE COMMENTS!!

Cheers,
Brad

Why I’ve been MIA…

First of all…MERRY CHRISTMAS!!

What an amazing time of year.

I’m hopeful you’ve been able to spend it with family and friends, while appreciating the TRUE meaning…not just the ‘stuff’ 🙂

As you can tell…it’s been a while since my last post here, so I thought I’d catch you up…then tell you the future 🙂

Let’s work our way backwards starting most recently…

My wife is pregnant with our 4th child, due in February. On Monday the 16th she was admitted to the hospital as our little girl’s heartbeat was 220…when it SHOULD be 150. So the past 8-9 days I’ve been playing full-time daddy, hospital visitor, christmas gift buyer (AND WRAPPER), farm manager, and everything in between! Praise the Lord Aubree and baby are SUPER healthy, and the doctors are hopeful that after seeing the baby’s heartbeat run at 220 without ANY hiccups/problems, Aubree was able to come home last night (24th) Another Praise right there :).

Doctors are still watching everything but are truly amazed that the baby is so healthy!

Work wise it’s been an interesting past few months…

John Carter‘s last launch did 1.6 million in sales…ONE MILLION SIX HUNDRED THOUSAND!! The formula we’ve put together there, the content, and the TEAM are without question one of the best in the space. Affiliates are making tons of money, not hurting their lists with dozens of blasts, and are freed up to market an affiliate offer with a VERY high CPL affiliate payout. We’re working on the dates for John’s next one…

TradingConcepts, has had a VERY event filled Q4. Todd and Doc were disappointed with the results of the last two launches, decided changes HAD to be made and the future is looking VERY bright. I’ve taken on a larger role with TradingConcepts with my partner and together we will have TradingConcepts delivering content, converting leads, and PAYING AFFILIATES better then ever before. We’re already testing new processes with content and product delivery, conversion and timing sequences, and copy changes that WILL make 2014 the best in TradingConcepts history.

There are BIG things coming down the pipe this year and I want you to be a part of it.

I want to help YOU have more success in this niche…but I’ll need your feedback.

If you have a topic you want me to cover, let me know!

Here’s to a GREAT 2013…and a BETTER 2014!

Your Friend,
Brad

P.S. Aubree and baby are healthy, and I wanted to thank the many of you who’ve prayed for us!!

P.P.S You probably picked up on ‘my new partner’…if you want details just ask…he’s shy 😉

P.P.P.S. If there’s a spelling or grammatical error…forgive me, Diane has the day off 🙂

2011 Reflections…2012 Projections…

The end of year is literally around the corner so I figured I’d actually do
some work here on the blog and reflect on 2011, and project wildly into
the future that is 2012…

So here we go!

Looking back 2011 was awesome both, personally and professionally!

I’ve been blessed to work with amazing clients, develop some high converting
sales processes, write some high open/click thru copy, and just get to know
so many awesome people. My business has flourished and I am truly thankful,
feel very blessed, and I am very grateful for YOU!

My business contacts, many of whom I consider friends, have allowed me to
take my clients to the next level in their business WHILE helping my contacts
create new relationships…oh and make some money along the way 😉

Personally it’s been fun!

My wife, two children and I moved to Wincheste,r Virginia just to try something
new. If you’re not familiar with the area, it’s at the top of the beautiful Shenandoah Valley…I highly recommend visiting if you ever get the chance. We had an awesome time, really enjoyed the area…but family had a
higher value to us so we moved back to Davidsonville Maryland, and will
be welcoming a 5th member to Team Stafford in 2012…and more hands on
deck should make it easier on mom and dad 😉

If you’re not following me on Facebook for my occasional post/picture, please
add me here.

Now that the sappy stuff is out of the way…WHAT’S HAPPENING IN 2012!?!?

Honestly… more active traders, big sales figures, and a GREAT 2012 for you!

First, why…

It’s simple: Expectations that 2012 will bring big political changes.

I’m not going to talk politics here (because I’d crush you) but more from
a psychological standpoint of the average investor/trader. They see that
a new group coming in will bring new things to the table, change old things,
and overall improve the economy…

Will that ACTUALLY happen…we can only pray!

But people WANT to trade. They WANT to believe they can make great money
trading, and with a big shift coming in 2012 those things might happen.

Here’s the kicker though: THEY WILL BE MORE CYNICAL!!

They’re going to need to trust people a lot more then before. They’ll want
to read articles, watch videos, and connect in a deeper way. They’ve been
burned, and have refunded so many times that this is the year they revolt!

What do you do!?!?!

Be a trustworthy resource that delivers quality content, great products,
and over-the-top customer service. You’ll have to woo them–not
with flashy huge % return promises or account statements–but through
being the quality person/company that GOT YOU TO WHERE YOU ARE!

Be the person that stays true to yourself and your AUDIENCE WILL FOLLOW!

Anything I can do with and for you in 2012, just ask. Copywriting, networking
help, sales planning, email marketing, etc etc…just ask!

All my best,
Brad

P.S. What do YOU think 2012 will bring?