Hans Klein | Direct-Response Web Copywriter

Quick Fixes and Magic Pills

By Hans | August 23, 2009

It may not do wonders for your ego.

But, truth be told, your customers DON’T want your product or service.

They only want their problems to disappear…. and desires satisfied.

Your product or service is merely a means to an end.

Ideally, they just want a “Magic pill.”

That is, they want their problem to immediately disappear with 1 simple action.

A perfect example of this being offered is the promise “3 Minutes Abs.”

Or, vibrating weight loss belts.

There’s just one problem with magic pills: They don’t really exist.

There’s always a catch.

It’s true that those weight loss belts may cause you to lose weight.

But, it ain’t cause you’re burning fat.

Just water weight.

As a business owner, this poses a dilemma.

You want to give your customers what they want.

But, you also want to be honest and upfront with what it takes to succeed.

How can you do this?

The answer is that you can offer 2 solutions:

1. A long-term solution. This is the good stuff that requires time, energy, and possibly an investment of money.

For instance, you may offer a weight loss system and a big part of it are strategies to change exercise and diet habits.

You may sell this aspect of your system by telling your prospects, “If you’re fed-up with yo-yo diets, pills that ruin your metabolism, and other short-term fixes that cause long-term pain, then we’ve got a solution that finally allows you to lose and keep off the weight for years to come.”

At the same time, you can offer…

2. A legitimate quick fix. There are real shortcuts in every area of life. From getting fit to increasing your sales and strengthening relationships.

For instance, sit-ups are inefficient. In addition to your complete system, you might offer an easier alternative that gives you faster results with less work.

This is what your customers want and what you’d focus on when selling. Legitimate quick fixes.

Your product then may have a greater focus on the long-term solutions. Similarly, more expensive backend products are where you can go much deeper with serious clients. Because once customers see that a short-term fix works, then they may be more willing to invest time, energy, and money.

Technorati Tags: copywriting, direct-response, direct-response marketing, direct marketing, direct response, direct-response copywriting, copywriter, advertising

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Is It Really Amazing?

By Hans | August 21, 2009

One of my favorite words to use in ads is the word, “Amazing.” It’s usually used to express wonderment, such as, “It’s amazing what this widget can do for you.”

However, more often than not, it’s used in every day conversation to express disbelief or disdain, such as “It’s amazing how ‘Stupid,’ ‘lazy,’ or ‘foolish’ one can be.”

As a business owner, this can be dangerous.

Let me give you an example.

The other day I was talking with someone in the alternative health arena. This person said, “It’s amazing how people still eat processed foods, despite all of the crap in them.”

Another person chimed-in with agreement, “I know. It’s disgusting.”

I replied, “Why are you amazed?”

Not because I disagreed with the sentiment.

But, I wasn’t exactly sure why it was amazing.

Trusted M.D.’s aren’t telling them. And, even if they wanted to give it-up, change is a scary thing. It ain’t easy to give-up what you know for what you don’t. There are a lot of deeper reasons holding them back.

In other words, it’s not as if the folks can be expected to instantly change.

By saying, “It’s amazing…”, we’re simplifying their rational. We’re not looking deeper into the real reasons of what’s behind their actions.

Here are some examples in different markets:

* Internet Marketing Arena: “My customers fail because they are just lazy and don’t take action.”

My question is, is it really because they’re lazy? Or is there something else going on?

For instance, maybe they’re overloaded with conflicting information. Maybe there is a lot of hype around. Maybe it’s a lot harder for others than what you experienced. Maybe your system isn’t as complete as you think. And so on.

* Weight loss industry: “People don’t lose weight because they’re too lazy to exercise and don’t stick to the plan.”

Why are they too lazy to exercise and fail to stick to a dietary plan?

If you watch weight-loss infomercials, they often claim, “This isn’t exercise, it’s fun.” Why do they do this?

They are not blaming the customer as being lazy. But, they are addressing the reason they give others for not exercising, which is that they hate it.

The bottom-line is instead of being amazed by the behavior of your customers, embrace it. Uncover the deeper reasons of “Why” to craft killer marketing that builds relationships and increases sales.

Technorati Tags: copywriting, direct-response copy, direct-response, direct response, direct response copywriter, direct marketing, direct response marketing, copywriter

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Shortcut Secret To Generate Quality Content At Lightning Speed.

By Hans | May 7, 2009

If you want to capture free search positions, then you need quality content.

The problem is that it takes a lot of time.

In addition to this blog (I don’t get to nearly as much as I’d like), I frequently write upwards of a hundred pages of content a month.

One of my biggest shortcuts to do this is by using the power of RSS feeds.

You see, the most time-consuming part of writing content isn’t so much the actual writing. But, most time is spent on first coming-up with good ideas and then doing research on it.

Google’s RSS reader over at: http://www.google.com/reader is one of the best tools to take advantage of RSS.

If you’re not already familiar with RSS, it simple stands for Really Simple Syndication.

You typically see it on any site with a ton of content. It is usually denoted by this graphic:

You can then import this feed inside Google reader. Everytime, a new story, article, or video is posted, you get notified. You can look through all of the sites’ old and new content in a flash.

The best way to find feeds for your content generation is to first use the search feature inside Google Reader:

Look for content related to your topic.

You can access this search feature on the left menu by selecting “Browse for Topics:”

When you have imported a list feeds, you can then take advantage of them in several ways:

1. Subscribe to RSS feeds of forums and see what kinds of questions readers are asking. You can then do a post on their questions.

2. Link to a cool post you saw and then give your take on the topic. A technique that I like to use is to subscribe to news sites. Then, give my take on the latest industry news.

3. Take the idea (not the actual content) the post is about and give your take on it.

In addition, many marketers use Digg.com (http://feeds.digg.com/digg/popular.rss) and Cracked.com (http://feeds.feedburner.com/CrackedRSS) to come-up with killer subject headlines for their emails or other content. RSS is a great way to stay on top of these sites.

You also might subscribe to RSS feeds from general news sites, such as CNN.com (http://rss.cnn.com/rss/edition.rss)

Using this technique, you can slash HOURS off of the time it would otherwise take you to come-up with a blog post or other content. Your brainstorming is done for you.

Technorati Tags: copywriting, content, content writing, email, copywriter, writing shortcut

Topics: Copywriting Lessons | Comments Off

The Local Business Web Marketing Disconnect.

By Hans | April 4, 2009

It’s crazy. OVER 50% of local businesses still don’t have a website. And even fewer do ANY kind of online marketing. Only the select few are gaining a taste of the profits so readily available.

At the same time, newspapers, radio, and the yellow pages are slowly, but surely dying. Younger consumers are moving online to find information. They are proficient at uncovering every little detail they want to know — fast.

And, while television is still around, the web is quickly becoming a “second television” where loads of quality video content is found.

When I talk to local business owners, they tend to have a vague understanding that they should have a website.

The belief tends to be “Attractive website = new customers.” They think “if only I had an attractive website, I’d get new business.”

When in reality, a better equation is, “High-quality site traffic + Website that sticks and converts = new customers and increased revenue from old customers.”

After all, a pretty website doesn’t do a whole lot of good if you don’t have the right visitors viewing it AND the key ingredients that transform them into customers.

What exactly does having this entail?

Let’s walk though the process of how a local business should approach their online marketing:

Component # 1 — Traffic Generation. You can put-up a website. But, where’s the traffic coming from? Here are different traffic techniques to give you an idea of the potential:

1. Google. Just as all roads led to Rome, all traffic leads through Google. They consistently own around 60% of the search market. In addition, they have a HUGE advertising network. Through their Google AdWords advertising program, ads can be placed on sites like YouTube.com, TheFoodNetwork.com, TheNewYorkTimes.com, and thousands more sites (including local blogs).

Yahoo and MSN are important, but less so than Google.

You can get free or paid traffic through the search engines.

For local businesses, the free listings can be effortless to gain with just a little bit of effort. Your competition is virtually non-existent. Similarly, paid search advertising is likely FAR more affordable and accountable than other types of paid advertising.

2. Your email list. Here’s an example of you might use email:

You own a restaurant. On every table is a card to sign-up for your email list. In exchange, folks get a free desert with their next meal or a similar compelling offer.

You accumulate hundreds of sign-ups. Each week you send-out a newsletter. Inside you talk about the latest dishes you’ve added to the menu, special events that happened or are upcoming, and you give folks a chance to get to know you and your employees better.

Then, one day business is slow. So, you get an idea. You decide to send-out an email around 4 P.M. For the next few hours, anybody that comes-in gets a special discount on drinks. Your restaurant then fills-up as soon as work lets-out at 5.

You can apply this to any business. It’s a free way to stay in touch and build relationships with your customers.

What’s more, using an autoresponder service, you can plug-in your emails once and they’re automatically sent for you. Your email marketing can run on autopilot.

3. Social media. Just like with e-mail, you can use sites like Twitter.com and Facebook.com to stay in touch with your customers and build relationships.

4. Offline traffic generation. For instance, let’s say you ran a church. Whenever you had new folks walk-in for the first time, you can refer them to your website. On your website, you might have an “E-course” or Blog where you allow new folks to get to know you in a “low-pressure” way.

5. Reviews from local bloggers or review sites, such as Yelp.com and Maps.Google.com.

Component # 2: Creating a Website That “Sticks” and “Converts.”

Most local biz owners have a site that’s a lot like a business card. It gives basic information and then is “tossed aside.” You may get somebody to visit it once, but they’re not coming back.

Instead you can focus on:

A. Creating a site visitors want to come back to. This might be done through publishing articles, tips, or creating a community where you interact with customers.

B. Getting the sale. This might be through collecting contact information so you can follow-up with direct-mail, email, or a phone call from sales.

By creating a “sticky” site and focus on converting visitors into customers, your get more from it. You go from driving your traffic to a business card to an autopilot “profit multiplier.” Even when you’re sleeping, your web presence is making you money.

You generate more from existing clients and pull-in more of those who just getting to know you.

But, even more importantly, you’re taking advantage of changing consumer habits. You can connect with your customers and prospects on a regular basis. Those otherwise out of your reach become loyal customers.

Technorati Tags: local marketing, local search marketing, local advertising, internet marketing, local internet marketing, offline business marketing, small business marketing, offline business marketing

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Stuck On Formatting.

By Hans | March 31, 2009

A lot has been made about the power of formatting.

Even a simple headline-style or background color change may make a big difference in your response.

This excitement usually leads to a common pattern. It usually starts like this:

First, a well-known marketer comes-out and says, “A giant yellow order button increases response by 300%.”

The original audience then begins to copy it.

Others then see it and do the same.

And you know what often happens?

The giant yellow order button slowly begins to decrease in effectiveness. It’s everywhere. The effect of it on your prospects changes.

All the while, most of the people copying have no idea if it actually worked for them.

Of course, this does not mean you should ignore other’s test results.

The point is simply this: When a marketer makes a claim, it likely only worked for his or her particular product, offer, and traffic source.

It does not mean that if he drove a ton of AdWords traffic instead of mailing his email lists that he would get the same response.

Nor, does not mean that YOU will get the same results. You have a different product, offer, and you probably have a different traffic source.

You need to take it for what’s it worth. You should NOT blindly copy it.

What you should do is first decide if the formatting change makes sense for you.

Then, as you format your site for the first time, use your best judgment about what you should use.

Finally, as it launches, you should test to see what actually works.

Moreover, a formatting change only does so much.

Too often marketers focus on formating, while ignoring what the formatting is supposed to enhance…Your actual sales message!

They put formatting ahead of content.

Listen, you can use all of the formatting tricks in the book. But, it means nothing if there’s nothing worthwhile to format!

Simply put, focus on getting good copy first. If you have killer copy, your customers will put-up with a lot of formatting mistakes to get what you have to offer.

Technorati Tags: copywriting, formatting, web design, internet marketing, direct-response, web marketing, marketing, IM

Topics: Design | No Comments »

Missing or Misrepresenting the Key Benefits

By Hans | March 26, 2009

For every market, there are key concerns that stand above the rest. By addressing them, you capture your reader’s attention and build desire for your product or service.

For example, let’s say you’re selling a dog training product or service.

What makes someone go online and search for such a product?

Here are just a few potential answers:

* The dog’s barking has gotten him or her in trouble with the neighbors. If the dog doesn’t stop, drastic action will have to be taken (surgery or pound).

* The customer had a bad experience in the past with an old dog and doesn’t want to make the same mistake again with a new one.

* The dog is causing family fights by tearing-up the home and not being potty trained.

* The dog is creating stress in his or her life by non-stop barking, jumping-up on guests, and not listening to orders.

If you look at these, there appears to be two key underlying concerns: Added stress and social embarrassment.

Through research and testing, you uncover what is the most important concern of your market. You can then address the most important concerns in your headline and early in your sales copy.

The less important concerns might still be addressed briefly and later in the copy.

With this said, a common temptation once these main points have been identified is to make exaggerated claims of how your product or service addresses them.

This is a problem because if you’re not believable, your sales suffer.

Instead, you need to think in terms of how you can back-up your claims.

Do this by first making sure your product addresses the main concerns in an effective way. And, second, by backing-up your claims with proof (testimonials, case-studies, video demos, screen shots, etc…).

The result is you stand-out above the competition and skyrocket your conversion rates.

Technorati Tags: copywriting tips, copywriting, direct-response, direct-response copywriting, web copywriting, copywriting strategies, copywriting strategy

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Distracting From The Main Goal

By Hans | March 25, 2009

In today’s world, there are options for just about every single decision you make. From which of the 15 brands of toothpaste to use to which of 50 flavors of ice cream you want to eat.

Most of the time having all of these options is a good thing. It enriches your life.

This is why there’s always a temptation to create lots of options for your visitors.

It seems like if there are more choices, then you’re more likely to have a product the visitor wants to buy.

This may be true. However, a deadly mistake occurs when your prospect is presented with too many options at once. It slows your sales presentation to a halt. He or she isn’t making just one decision, but multiple.

It’s no longer a simple “Buy this product or not” decision.

The problem with bigger decisions is not that your customers can’t figure them out. The problem is that they distract from your main goal – which is to transform prospects into customers.

They “suck” your visitors’ attention away from the most important action you want them to take.

With this said, there are times when more options boost response.

For instance, adding a payment plan or selling a complimentary product as an up-sell can be effective.

You should test to see what options boost response and which don’t. But, generally, outside links to other websites and offering multiple products at once almost always reduce response.

Technorati Tags: copywriting, direct-response, web copy, web copywriting, online copywriting, copywriter, marketing

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A Story of Creation.

By Hans | March 24, 2009

There’s one key ingredient that I look for first before investing my time in a new project: A story of creation behind the product or service.

You see, a lot of marketers just throw together products that they don’t really care about. They hire a cheap ghostwriter to create the product and think about all of the money they’re about to make with it.

This is all well and good. It sometimes works. The product might even turn-out good.

However, even if it does make some money, it’s a short-term success. Eventually, sales fade. Somebody else can easily duplicate and beat your offer.

But, even more importantly, you make a tiny fraction of the profits you can. You lack authenticity and credibility. Prospects you could have easily had don’t believe your claims.

So, what are some examples of creation stories?

You accidently stumbled across an expert and got him or her to reveal his or her best secrets.
You were sick or had the same problem as your prospects, so you researched every possible solution out there. What you found is that there is a bunch of junk. That was, until you developed your own solution.
You have a record of success doing what your prospects want, you noticed others were doing it all wrong, and so you decided to reveal your secrets to others.
You were working on a seperate project when you suddenly had a breakthrough that revolutionizes everything.
You developed a software or report for your own personal use. You then used it to slaughter the competition. Now, you’re revealing it to a select group.
You got fed-up with the quality of information out there and you wanted to set the record straight.
You started a small project because you were passionate about it (not expecting anything) and it exploded beyond your wildest dreams.

Simply put, a creation story explains why you’re here and why you’re the real deal.

It’s important to understand these stories can be manufactured.

If you have an average product without a cool story, make one.

Find somebody to interview. Give it to a friend to create a case study. Create your own case study.

One example was a guy was creating an eBay course. This was long after the initial “make money on eBay” craze hit.

To differentiate himself, he started with a few hundred dollars and limited computer access at a public library. He was successful.

Do you see why this is so powerful?

It’s showing ANYBODY can use the course to succeed. It overcomes people’s objection that it’s too hard to make money.

Think about how you can tell a compelling story of how your product or service came to be that overcomes your prospects’ objections. How did you or somebody else come across the solution you’re offering?

Technorati Tags: copywriting, direct-response, web copywriting, story, story marketing, internet marketing, web marketing, information products, info products, copywriter

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My Story

By Hans | February 27, 2009

A lot of folks ask me how I became a direct-response copywriter.

The story goes back to around 2001 when I began studying online marketers, such as Terry Dean, Marlon Sanders, Yanik Silver, and others who were around.

I was still in High School at the time.

Based on their advice, I began selling resell rights and publishing my own e-zine where I promoted affiliate products. I never made a substantial amount doing this.

Even though I enjoyed it, I soon realized that a lot of the hype regarding how easy it was to make money online didn’t tell the full story.

There’s a lot of skill that must be developed. While you can get lucky with a product, luck only lasts you so long. For continuing success, you’ve got to have that experience earned through trial-and-error.

This is the main ingredient that’s still missing from most marketers claims about internet success today. There may be paint-by-the-number systems that work, but you still eventually need the skill.

Nonetheless, I persisted. Learned a ton. Then, one day, I came across:

* http://www.thegaryhalbertletter.com

I was shocked. I dropped what I was doing and read through all of the issues. I didn’t know somebody could write like that.

This is what I wanted to be able to do.

However, at this point, I did not connect the possibility of charging money for writing.

Then, one day I saw a posting in a forum. Jonathan Mizel was looking for a writer for his Online Marketing Letter.

I submitted my samples and was hired.

From this experience, it gave the idea that I could charge others to write.

After much studying, I eventually decided to launch my business.

I went on to JvAlert.com, typed-up an offer, and submitted it.

The offer was simply this: $97 for a salesletter + how much extra you want to pay for the results.

At this point, I just wanted the experience and didn’t care about money.

The result was over a dozen inquiries.

From there, I’ve been working and fine-tuning my skills. At the time of writing this, I currently charge $3,000 a letter.

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How To Make Your Offer A No-Brainer By Laying-Out The Choices.

By Hans | January 24, 2009

Imagine you have detailed knowledge of how computers work.

Now imagine explaining to your grandmother who’s never touched a computer in her life why she should buy a certain computer.

Most likely you’ve got a challenge.

Words like “RAM,” “memory,” “processor”… even “mouse” mean nothing.

You then set-out to explain these items. But, it seems like what you say goes in one ear and out the next.

She doesn’t want to understand it. It’s a foreign language. It requires work.

This challenge is the same when you attempt to sell anything. From a political viewpoint to your product or service.

You’ve got to take far-off concepts (those others can’t relate too) and simplify them so they not only make sense. That’s not enough.

But, you’ve got to speak in a way that your target audience is willing to listen.

There are a lot of techniques to do this — simplify reality into a message that sells. But, there is one that stands-out:

You can layout the choices.

These choices might be between:

Continuing to do the same old mistakes or using another more effective approach,
Paying exorbitant fees for something that does not work or paying lower fees for something that does,
Remaining ignorant or gaining the benefits of knowledge (the red pill versus the blue).
Joining the elite group or remaining below with those struggling.
And the list goes on and on.

Choices makes deciding easy. Your recommendation becomes a simple no-brainer choice.

Let’s take a few examples of how this concept might be used in sales copy.

Let’s go back to the computer idea.

We might tell a Grandma, “When you get a computer, it’s like being right there in your grandchildren’s life at the most important moments. You can instantly see pictures moments after they’re taken. You can instantly send ‘e-letters’ to your friends without paying a cent…. OR…. without a computer, you’re left-out. Friends and family won’t be able to easily connect with you. Precious moments will be missed.”

This is a real and meaningful choice. By expressing it, the other person focuses on what’s most important.

Let’s take a couple more examples that you might have seen before in your own or other’s sales copy.

For an effective business opportunity, the choice might be between continuing to struggle from pay-check-to-pay check or living a life of abundance. Each choice impacts not only enjoyment you personally get, but it also impacts your family’s lives.

For a product that boosts your immune system, a choice you might lay-out is between feeling down-and-out, getting sick more often, and being more susceptible to the threat of disease… or you can feel energized, ready-to-take on the world, which means you’re more productive, enjoy better relationships, and are happier. Two very different worlds.

You know that you have laid out a good choice when it overcomes all of the prospect’s objections. Price, time-constraints, lack of skills seem small in comparison to the benefit of gain.

Technorati Tags: copywriting, direct-response, direct-response copywriting, internet marketing, web copywriting, web copy, direct marketing, copywriting

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Quick Fixes and Magic Pills

Is It Really Amazing?

Shortcut Secret To Generate Quality Content At Lightning Speed.

The Local Business Web Marketing Disconnect.

Stuck On Formatting.

Missing or Misrepresenting the Key Benefits

Distracting From The Main Goal

A Story of Creation.

My Story

How To Make Your Offer A No-Brainer By Laying-Out The Choices.