How to Write Carrot-Wielding Copy! By Michel Fortin
A significant reason behind websites that fail is the
lack of an effective response-driven message. A message
that gets people to do something, even if it’s to keep
reading.
A direct response message is not just about response.
It’s comprised of three elements: it must be 1)
captivating (it captures the reader’s attention), 2)
riveting (it pulls her into reading further) and 3)
engaging (it calls her to act). (In fact, these are the
“three simple steps” I talk about in my DVD video.)
How can you incorporate those three vital elements?
If I were to answer that question adequately it would
likely take me an entire book the size of an
encyclopedia! But for now, let me give you a succinct
explanation…
First, write to be scanned.
On the Internet, people are fast-paced, click-happy
(with an attention span the size of a DNA molecule) and
easily bored. The burden of getting visitors to stop
what they’re doing and start reading rests entirely
upon the headline, the headers and any grabbers —
things that help grab people’s attention (e.g., boxes,
borders, graphics, etc).
But once you captured your readers’ attention, the next
step is to keep them (and to keep them reading).
If you know the AIDA formula, you know this is where
you need to generate interest. But I go a step further
by saying that your job is even more important here,
since you must not only generate interest but also
maintain it. And that is a much harder task, especially
online.
It’s also the crux behind a long copy salesletter’s
success.
The debate about long versus short copy can be
wearisome for most copywriters, since they must
constantly explain to their clients the benefits of
using long copy. Even though long copy is statistically
proven to outperform short copy, many clients still
tell me that longer copy will never be read, and that
on the Internet things are short and fast. And then
they ask me to trim my drafts down.
(I often fervently protest when this happens, and
you’ll soon find out why.)
Sure, I completely agree that things are short and fast
online. But there is a difference between grabbing
people’s attention and holding on to it. Keeping
readers riveted, hanging on to each and every word with
an intense desire to know what’s next, is the goal of
any direct response copy.
Remember this:
There’s a difference between long copy and long-winded
copy.
(It sounds the same as reading a story, right? Well, it
is. Like a book that’s called a “page turner,” copy
that keeps people glued to each and every paragraph is
one that is intensely interesting, curiously inviting
and uncomfortably compelling.)
As an aside, why do you think we now include
“stickiness” as a measuring stick in web analytics?
Granted, some of it is entertainment value, like videos
and graphics. But 9 times out of 10, it’s copy. Period.
Here’s a known fact:
Prospects who are qualified and genuinely interested in
the product or service being offered always want more
information about it, not less. If they are not
qualified or interested from the outset, no matter how
long or short the copy is, they will simply never buy.
If they’re not interested or qualified, they won’t read
15 words, much less 1,500 words.
Shorter copy can lead to three potential outcomes:
1) a lower response due to the lack of information;
2) an incessant need for more data, leading to a
barrage of information requests or questions;
3) or a higher number of cancellations, refunds and
returns since the product or service turned out to be
different than what was initially expected.
If long copy leads to poor results, it has nothing to
do with the length. It has everything to do with the
copy.
It’s simply too boring.
It didn’t elevate the reader’s level of interest, and
it failed to keep her reading. Admittedly, it’s a
challenge — and the reason why most online business
owners usually opt for short copy, since writing long
copy that engages, entices and entertains is very
difficult. (Yes, I did say “entertain.” It really is
all about storytelling.)
Good copy, on the other hand, is where the reader hangs
onto every word, and becomes more and more excited the
further she reads it. You see, long copy is like
telling a good story — and copywriters are indeed
storytellers. If your copy tells a compelling story,
people will read it … All of it. When it is written
well, long copy can lead to a much greater level of
response.
Look at it this way:
You visit a bookstore and notice a book that seems to
entice you. For instance, the cover, the title and the
cover copy, such as editorial raves or the author’s
biography, pull you into the book. Even the opening
chapter is delectable. So, you decide to buy the book.
The book seems to be inviting, exciting and
entertaining, and the story compels you to read every
single page, no matter how big the book is.
Take Stephen King, for example. If you’re a Stephen
King fanatic, that means: 1) you’re in his target
market, and 2) you’re interested in everything King
writes. Now, let’s say King publishes a massive, 800-
page tome. Are you not going to read it simply because
“it’s too long?” Of course not.
In fact, the book is so good that you either wish it
was longer or, once done, are prepared to read it over
once more. You just can’t put the book down, even if
time is limited, and you’re busy or preoccupied with
other things.
Here’s a flipside.
Let’s say, as you read it further, the story makes no
more sense. You become confused, perhaps a little
frustrated, and you slowly begin to lose interest. The
plot no longer invites you to keep reading. You drift
away and find it harder to continue. Ultimately, the
storyline fails to keep you excited about the book. So,
you stop, close the book and then shelve it. Now, it
gathers dust in your library.
The excuse? It’s TOO long!
Let me ask you, how many books in your library did you
fail to finish reading (or to start reading, for that
matter)? Perhaps some. Perhaps many. But the same thing
holds true with direct response copy.
Long copy works better than short copy. But it only
works if it’s interesting, captivating and riveting.
Call it “edutainment.” Copy must be educational and
entertaining.
However, in a handful of cases shorter copy is
warranted. (There is such a thing as “overselling” in
copy.) But the only real way to know for sure is to
test, test and test. Claude Hopkins, author of
“Scientific Advertising,” wrote an important axiom:
“Almost any question can be answered cheaply, quickly
and finally, by a test campaign. This is the only way
to answer them, not by arguments around a table. Go to
the court of last resort… The buyers of your product.”
As my mentor, copywriting genius Dan Kennedy, once said
in a recent interview:
“Now, the person who says ‘But I would never read all
that copy’ makes the mistake of thinking they are their
customer … And they are not. We are never our own
customers. (…) There is a thing in copywriting I teach
called ‘message-to-market match’. It is this: when your
message is matched to a target market that has a high
level of interest in it, not only does the level of
responsiveness go up but readership goes up, too…
“… The whole issue of interest goes up.”
The next step is to engage the reader.
Again, you’re like an author telling a good story, and
your copy must read like one. But like all good
stories, the reader must become intimately involved in
the plot. They see themselves in the shoes of the
characters living out the story.
And to do this, you need what I often call “UPWORDS.”
It’s an acronym that means: “Universal picture words or
relatable, descriptive sentences.”
First, using “universal picture words” means to use
words and mental imagery that help to paint vivid
pictures in the mind. Lace your copy with words that
engage as many of the senses as possible, and cause
your prospects to easily visualize already enjoying the
benefits of your offer.
As for “universal,” it means to use words that appeal
to, and can be easily interpreted by, the vast majority
of readers. In other words, use words to “encode” your
message so that, when they are read, can be decoded in
the same way by most of your readers. Your job is to
get the reader not only to read your copy but also to
understand it, internalize it and appreciate it.
Remember this simple yet extremely important rule:
“Different words mean different things to different
people.”
Some words can be interpreted in one way by one reader
and in a different way by another. Your job, therefore,
is to choose words that cater and universally appeal to
the bulk of your readers in order for them to fully
appreciate what you’re conveying.
For example, a challenge among cosmetic surgeons is the
fact that prospective patients will call for an
estimate over the phone when obviously the doctor needs
to see her beforehand. (An initial, in-person
assessment is always required, even by law, to see if
that patient is a surgical candidate. Giving out an
estimate implies that the patient is indeed a good
candidate for the surgery when it may not be the case.)
Here’s the crux of the problem:
Most patients don’t understand the significance of
seeing the doctor in person. Some may feel intimated by
doctors or by surgery, while others may simply be in a
rush and want to “shop around.” While they may
understand the reason, they may not necessarily
appreciate the importance, because cosmetic surgery is
an uncommon process. So, doctors will use analogies,
referring to a more common approach, such as cosmetic
dentistry.
Why? Unlike surgery, most people have had their teeth
done at some point in their lives. They already know
it. They already have a “reference point” in their
minds they can relate to.
So, doctors will say: “Like a dentist, I can not give
you an estimate over the phone without any x-rays of
your teeth let alone the knowledge of how many cavities
you actually have.” People now understand not only the
reason but also the importance of seeing the doctor in
person in order to obtain an accurate estimate.
This applies to every business.
Business owners often become so intimately involved
with their product or business that they tend to forget
to look at them from their prospect’s perspective. For
example, they tend to use a language that only people
in their industry or “on the other side of the fence,”
so to speak, can fully appreciate. But that approach
can backfire… And often does.
Therefore, your job is to use analogies, metaphors and
comparisons, and most importantly stories, all in a
language to which the prospect can relate.
That’s what “relatable, descriptive sentences” mean.
Words are not messages in themselves. They are merely
symbols. Your choice of words can actually alter the
understanding, and particularly the emotional impact,
of your message.
Finally, use action words (i.e., active verbs and not
passive ones) that not only compel your readers but
also “propel” them into action. Tell them what they
must do and take them “by the hand,” in other words.
Don’t stick with mere verbs. Use action words that
paint vivid pictures in the mind, too. And the more
vivid the picture is the more compelling the request
will be.
For example, you’re a financial consultant. Rather than
saying something like, “Poor fiscal management may lead
to financial woes,” say, “Stop mediocre money
management from sucking cash straight out of your
wallet!” (People can visualize the action of “sucking”
better than they can “leading.”) Instead of, “Let me
help you maintain your balance sheet,” say, “Borrow my
eyes to help you keep a steady finger on your financial
pulse.”
— About the Author —
Michel Fortin is a direct
response copywriter, marketing strategy consultant, and
instrumental in some of the most lucrative online
businesses and wildly successful marketing campaigns to
ever hit the web. For more articles like this one,
please visit his blog at http://www.michelfortin.com/
and subscribe to his RSS feed.
If you're new here, you may want to subscribe to my RSS feed. Thanks for visiting!
Blog Promotion: 7 Strategies That Work By Jack Humphrey
Filed under: Blogging, Getting Links, Traffic Generation
I just finished looking at my stats and thought I would
show you where my traffic is coming from and what
marketing tactic I used to get it.
Below are only the things that produced visitors to my
site in the last 48 hours. Nothing theoretical
whatsoever.
1) Search Engines
Yesterday was my biggest day yet with this new site
platform and the performance is unlike anything I have
ever experienced before.
I had more search engine traffic from more phrases in
one 48 hour period than ever.
>From very nice short tail keywords like “video
syndication” to fat long tail phrases like “how to get
more friends on myspace.”
And everything in between.
How do I do so well in the engines?
I use the very best publishing system on Planet Earth.
Nuff said.
2) Article Syndication
LOL - right? Wrong. Article syndication is still a very
powerful traffic driver if you do it properly.
Rather than try to be on every article directory on the
web, I go for the most important article directories on
the web.
I also write the best content I can on highly relevant,
topical, hot issues in my niche.
I do not wirte and syndicate articles for links. I
write for traffic. Huge difference most people
completely ignore.
I syndicated this article over the weekend and am
getting traffic from the following article sites:
* GoArticles.com * Ezinearticles.com
I will get traffic from many others, but I am only
showing you today what happened to drive real targeted
traffic in the last 24 hours. (People don’t do this
anywhere else that I know of by the way!)
I syndicate my articles exclusively with
SubmitYourArticle.com.
3) News Readers
Because I have several feeds to choose from, and a wide
range of related topics I publish on, I have feed
subscribers on all kinds of readers.
In the last 24 hours I have gotten traffic from people
using feed readers from:
* Yahoo * Google * Bloglines * Delicious, and *
different versions of desktop readers like
MyWebTop.com.
4) Links
I’ve gotten significant traffic in the last 48 hours
from sites such as:
* BradFallon.com * CreativeBits.org *
WillieCrawford.com * MichelFortin.com
and many many others.
These are link partnerships or just people pointing to
specific posts here and commenting on their blogs.
The better your content, the more people comment and
trackback your site. So good content equals good link
traffic.
5) TrafficSwarm
I get a good amount of traffic each day from
TrafficSwarm, which is no new kid on the block.
I have tested the traffic from this service and opt-in
rates are good, meaning the traffic isn’t junk traffic,
if you were wondering.
They have a free and paid version. Don’t bother with it
on the free level. It is extremely inexpensive traffic
compared to Adwords and Co-registration, and there are
other benefits of membership aside from direct traffic
and subscribers.
6) Video Syndication
I have been doing screen capture blog marketing videos
lately and syndicating them on all the free video
sharing sites available.
Since I started (I have only done 4 so far) I can
attribute top 10 rankings in Google for terms like
“blog marketing videos” and many others to this
marketing tactic alone.
Since video sharing sites are all popular (none of the
sites I syndicate videos to are under PR5, most PR6 or
higher) the links are worth a lot and the traffic is
great each time I submit a video.
Video syndication will be one of the buzz phrases of
2007. Glad I am in the top 10 for that phrase too!
7) Tagging and Pinging
Or simply posting properly and showing up automatically
(and practically instantly) in places like Technorati
which track blogs, is a big daily traffic driver.
Right after I post this I will see traffic from
Technorati and other sites that I ping.
Kind of encourages me to post regularly knowing every
post brings me more traffic and another chance to score
in the engines for more keywords.
If you don’t know how this is all done, the best
information available on the subject is from Sean Wu.
Again, the above tactics all resulted in real, live,
free targeted traffic to the Friday Traffic Report in
the last 48 hours.
Thought you’d like to see what is working based on my
actual log files rather than more theoretical pieces
from people who don’t necessarily use the tactics they
push to drive traffic to their own sites.
—About Jack Humphrey—
Jack Humphrey is the editor of the Friday Traffic
Report. He teaches blog marketing, social marketing,
and link building strategies. Stop by and subscribe to
his blog at http://www.jackhumphrey.com
Visitor Tracking with Hit Tail
By Jack Humphrey
So I’ve been using Hit Tail (A free stats program) for
about 2 weeks now and I have some stats for you.
Hit Tail shows me long tail keyword phrases people are
using to find me. That’s not a huge deal as several
other stats programs do this as well in their own way.
What impresses me about my data coming back from Hit
Tail is that its entire focus is driven by long tail
phrase discovery for your site.
For instance, here are some stats for my site so far:
Top ten keywords are 19.4% of all your search traffic.
Long tail keywords are 80.6% of all your search
traffic. Hit Tail has also collected 143 keyword
phrases so far and makes recommendations of phrases,
based on the entire data set it collects from visits
and where and how they found me, that I should
capitalize on further.
Here is a novel idea for keyword research:
The only way to do proper keyword research for a niche
is to build a site and develop content for it. You can
get initial ideas from regular keyword tools about the
popularity of a topic, but developing a site and
watching real-time phrases being used to hit your site
develops the real keyword list you want to work from.
The keyword list I am developing through my content,
which gets picked up and ranked in the engines the way
it does because I publish on the Authority Site Center
system, is second to none and no one else in the world
has it.
No one can run a program to find out what’s on my list
because it is developed in-house.
Think about that for a moment.
1. You are developing a strong, real-life list of
phrases people actually use to find content in your
market.
2. No one else can ever have the same list if you are
writing original content on various topics in your
niche regularly.
3. While everyone else is using some generic tool like
Overture or Google phrase programs, you are developing
a unique list of phrases you know for a fact people are
really searching on, and that’s people who know exactly
what they want. (People in niches like mine who type in
one or two keywords to find something aren’t serious
enough to convert. They are just playing around and
wasting my bandwidth.)
4. While everyone else works like dogs to optimize for
those generic phrases they are rarely, if ever, going
to rank well for due to fierce competition, you are
simply providing content informed by all the other
searches in your market. Let the amateurs and Fortune
500s duke it out for the more useless phrases in your
market!
Stats tracking has come a long way. With a three-
pronged approach:
1) MyBlogLog.com, 2) HitTail.com, and 3) My log files
(yeah right, like I’m going to link you to THOSE!)
I am able to triangulate and pinpoint data in my market
that relatively few others in my market are able or
willing to find.
It makes my content better for you and it makes it
easier for you to find me because the engines find me
more relevant than millions of other sites and pages on
my search terms more often than not. When you know the
things I know about my visitors, the engines, and the
ways I can improve and create rankings out of thin air,
you will be a powerful publisher to watch out for in
your market for sure!
—About Jack Humphrey—
Jack Humphrey is the editor of the Friday Traffic
Report. He teaches blog marketing, social marketing,
and link building strategies. Stop by and subscribe to
his blog at
http://www.jackhumphrey.com
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