By Brian Tracy
Fully 95% of everything you accomplish, or fail to accomplish, will be determined by your habits, either good or bad. Successful people have good habits that guide and direct them to ever greater success. Unsuccessful people have bad habits that trip them up throughout their lives.
Here are five things that you can do immediately to begin developing the kind of habits that lead onward and upward to a wonderful life:
First, imagine that you have a magic wand. You can wave this magic wand and create your future anyway you like. Project forward 3-5 years and imagine that your future was perfect in every way. What would it look like?
One of the fastest ways to pull yourself out of your current situation is to imagine an exciting future. This visualization or picture of something that you can be, do or have will often stimulate you into new behaviors.
Second, set clear, written, measurable goals to achieve that ideal future vision. Take out a piece of paper and write down exactly what you want. Set a deadline, make a plan to accomplish it and work on that plan every single day.
Third, identify the most important new habit or behavior that you could practice that would help you to achieve your goal. Perhaps it is the habit of getting up and getting going early. Perhaps it is the habit of setting priorities and working on high-value tasks. Perhaps it is the habit of being more patient and listening to people more carefully. Whatever it is, begin to practice that habit every single day.
Fourth, tell other people that you have decided to develop this particular habit. Encourage them to remind you when you slip from time to time. Knowing that other people are watching you is a powerful stimulus to personal change.
Fifth, give yourself a reward each time you practice the habit that helps you to attain the goal that moves you closer to your ideal future vision. When you make a giant step forward, give yourself a giant reward. We are all motivated by incentives, and the incentive system that we set up for ourselves can be the most powerful force for transforming the way we think, feel and act.
About the author
Brian Tracy is a legendary in the fields of management, leadership, and sales. He has produced more than 300 audio/video programs and has written 28 books, including his just-released book "The Psychology of Selling." Special offer: To receive your free copy of "Crunch Time!, just visit www.briantracy.com and click on the Crunch Time! icon. He can be reached at (858) 481-2977 or www.briantracy.com.
Don @ DMC Publishers
Saturday, June 23, 2007
Sunday, June 10, 2007
"Your 10 Keys to Copy That Sells!" by Alexandria K. Brown, "The E-zine Queen"
It was my pleasure to meet Ali at Dan Kennedy's recent 2007 Marketing & Money Making Super Conference. Now here's Ali.
Whether you're selling a product or service, these 10 tips are your keys to writing great copy that communicates and persuades ... to get results! These guidelines can apply to Web copy, e-mail, sales letters, brochures, direct mail, and more - as long as your goal is to get response from your readers.
1. Be reader-centered, not writer-centered.
Many ads, brochures, and Web sites talk endlessly on and on about how great their products and companies are. Hello? Customer, anyone? Think of your reader thinking, "What's in it for me?" If you can, talk with some of your current customers and ask them 1) why they chose you, and 2) what they get out of your product or service. TIP: To instantly make your copy more reader-focused, insert the word "you" often.
2. Focus on the benefits -- not just the features.
The fact that your product or service offers a lot of neat features is great, but what do they DO for your customer? Do they save her time or money? Give her peace of mind? Raise her image to a certain status? Here's an example: If you go buy a pair of Gucci sunglasses, you're not just looking for good UV protection. You're buying the sleek, stylish Gucci look. So that's what Gucci sells. You don't see their ads talk about how well made their sunglasses are. Think about what your customers are REALLY looking for.
Now, what does an insurance broker sell? Policies?
Nope -- peace of mind. (See? You've got it.)
3. Draw them in with a killer headline.
The first thing your reader sees can mean the difference between success and failure. Today's ads are chock full of clever headlines that play on words. They're cute, but most of them aren't effective. There are many ways to get attention in a headline, but it's safest to appeal to your reader's interests and concerns. And again, remember to make it reader centered -- no one gives a hoot about your company.
Bad: "SuccessCorp Creates Amazing New Financial Program"
Better: "Turn Your Finances Around in 30 Days!"
4. Use engaging subheads.
Like mini-headlines, subheads help readers quickly understand your main points by making the copy "skimmable". Because subheads catch readers' eyes, you should use them to your benefit! Read through your copy for your main promotional points, then summarize the ideas as subheads. To make your subheads engaging, it's important to include action or selling elements.
Bad: "Our Department's Successes."
Better: "Meet Five Clients Who Saved $10K With Us."
5. Be conversational.
Write to your customers like you'd talk to them. Don't be afraid of using conversational phrases such as "So what's next?" or "Here's how do we do this." Avoid formality and use short, easy words. Why? Even if you think it can't possibly be misunderstood, a few people will still be confused. Plus, being conversational helps prospects feel like they can trust you more.
6. Nix the jargon.
Avoid industry jargon and buzzwords -- stick to the facts and the benefits. An easy way to weed out jargon is to think of dear old Mom reading your copy. Would she get it? If not, clarify and simplify. (This rule, of course, varies, depending on who your target audience is. For a business audience, you should upscale your words to what they're used to. In some industries, buzzwords are crucial. Just make sure your points don't get muddled in them!)
7. Keep it brief and digestible.
No one has time to weed through lengthy prose these days. The faster you convey your product or service's benefits to the reader, the more likely you'll keep her reading. Fire your "biggest gun" first by beginning with your biggest benefit -- if you put it toward the end of your copy, you risk losing the reader before she gets to it. Aim for sentence lengths of less than 20 words. When possible, break up copy with subheads (see no. 4), bullets, numbers, or em dashes (like the one following this phrase) -- these make your points easy to digest.
8. Use testimonials when possible.
Let your prospects know they won't be the first to try you. Give results-oriented testimonials from customers who have benefited immensely from your product or service. Oh, and never give people's initials only -- it reminds me of those ads in the back of magazines with headlines like "L0se 50 P0unds in 3 Days!" Give people's full names with their titles and companies (or towns and states of residence) -- and be sure to get their permission first.
9. Ask for the order!
Tell your reader what you want her to do -- don't leave her hanging. Do you want her to call you or e-mail you for more information? Order now? Call to schedule a free consultation? Complete a brief survey? Think about what you'd most like her to do, and then ask her. It's amazing how many marketing materials I come across every day that don't make it clear what the reader should do. If you wrote interesting copy, your reader may forget you're trying to sell something. Tell her what to do, and she'll be more likely to do it.
10. Have your copy proofread!
Good. Now have it proofread again. Don't risk printing any typos, misspellings, or grammatical mistakes that will represent your company as amateurs. Hire a professional editor or proofreader to clean up your work. Remember, you only get one chance to make a first impession! Oops -- impression.
© 2001-2006 Alexandria K. Brown
ABOUT THE AUTHOR:
Online entrepreneur Alexandria K. Brown, "The E-zine Queen," publishes the award-winning 'Straight Shooter Marketing' weekly ezine with 20,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at www.EzineQueen.com
Thanks, Don @ DMC Publishers
Whether you're selling a product or service, these 10 tips are your keys to writing great copy that communicates and persuades ... to get results! These guidelines can apply to Web copy, e-mail, sales letters, brochures, direct mail, and more - as long as your goal is to get response from your readers.
1. Be reader-centered, not writer-centered.
Many ads, brochures, and Web sites talk endlessly on and on about how great their products and companies are. Hello? Customer, anyone? Think of your reader thinking, "What's in it for me?" If you can, talk with some of your current customers and ask them 1) why they chose you, and 2) what they get out of your product or service. TIP: To instantly make your copy more reader-focused, insert the word "you" often.
2. Focus on the benefits -- not just the features.
The fact that your product or service offers a lot of neat features is great, but what do they DO for your customer? Do they save her time or money? Give her peace of mind? Raise her image to a certain status? Here's an example: If you go buy a pair of Gucci sunglasses, you're not just looking for good UV protection. You're buying the sleek, stylish Gucci look. So that's what Gucci sells. You don't see their ads talk about how well made their sunglasses are. Think about what your customers are REALLY looking for.
Now, what does an insurance broker sell? Policies?
Nope -- peace of mind. (See? You've got it.)
3. Draw them in with a killer headline.
The first thing your reader sees can mean the difference between success and failure. Today's ads are chock full of clever headlines that play on words. They're cute, but most of them aren't effective. There are many ways to get attention in a headline, but it's safest to appeal to your reader's interests and concerns. And again, remember to make it reader centered -- no one gives a hoot about your company.
Bad: "SuccessCorp Creates Amazing New Financial Program"
Better: "Turn Your Finances Around in 30 Days!"
4. Use engaging subheads.
Like mini-headlines, subheads help readers quickly understand your main points by making the copy "skimmable". Because subheads catch readers' eyes, you should use them to your benefit! Read through your copy for your main promotional points, then summarize the ideas as subheads. To make your subheads engaging, it's important to include action or selling elements.
Bad: "Our Department's Successes."
Better: "Meet Five Clients Who Saved $10K With Us."
5. Be conversational.
Write to your customers like you'd talk to them. Don't be afraid of using conversational phrases such as "So what's next?" or "Here's how do we do this." Avoid formality and use short, easy words. Why? Even if you think it can't possibly be misunderstood, a few people will still be confused. Plus, being conversational helps prospects feel like they can trust you more.
6. Nix the jargon.
Avoid industry jargon and buzzwords -- stick to the facts and the benefits. An easy way to weed out jargon is to think of dear old Mom reading your copy. Would she get it? If not, clarify and simplify. (This rule, of course, varies, depending on who your target audience is. For a business audience, you should upscale your words to what they're used to. In some industries, buzzwords are crucial. Just make sure your points don't get muddled in them!)
7. Keep it brief and digestible.
No one has time to weed through lengthy prose these days. The faster you convey your product or service's benefits to the reader, the more likely you'll keep her reading. Fire your "biggest gun" first by beginning with your biggest benefit -- if you put it toward the end of your copy, you risk losing the reader before she gets to it. Aim for sentence lengths of less than 20 words. When possible, break up copy with subheads (see no. 4), bullets, numbers, or em dashes (like the one following this phrase) -- these make your points easy to digest.
8. Use testimonials when possible.
Let your prospects know they won't be the first to try you. Give results-oriented testimonials from customers who have benefited immensely from your product or service. Oh, and never give people's initials only -- it reminds me of those ads in the back of magazines with headlines like "L0se 50 P0unds in 3 Days!" Give people's full names with their titles and companies (or towns and states of residence) -- and be sure to get their permission first.
9. Ask for the order!
Tell your reader what you want her to do -- don't leave her hanging. Do you want her to call you or e-mail you for more information? Order now? Call to schedule a free consultation? Complete a brief survey? Think about what you'd most like her to do, and then ask her. It's amazing how many marketing materials I come across every day that don't make it clear what the reader should do. If you wrote interesting copy, your reader may forget you're trying to sell something. Tell her what to do, and she'll be more likely to do it.
10. Have your copy proofread!
Good. Now have it proofread again. Don't risk printing any typos, misspellings, or grammatical mistakes that will represent your company as amateurs. Hire a professional editor or proofreader to clean up your work. Remember, you only get one chance to make a first impession! Oops -- impression.
© 2001-2006 Alexandria K. Brown
ABOUT THE AUTHOR:
Online entrepreneur Alexandria K. Brown, "The E-zine Queen," publishes the award-winning 'Straight Shooter Marketing' weekly ezine with 20,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at www.EzineQueen.com
Thanks, Don @ DMC Publishers
Meeting Great People
One of the great pleasures of my work is the frequent opportunity to meet and work with really great people.
From time to time I will post articles written by some of them on various topics.
Don @ DMC Publishers
From time to time I will post articles written by some of them on various topics.
Don @ DMC Publishers
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