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- Apr 03 2009
- 19 Comments
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“Just like me…they long to be…close to you…”
Okay, okay, I know you probably think ol’ Rich has fallen off his rocker this time, but hear me out…
Because there’s a whole lot of wisdom in that one line from the Carpenter’s 1970 smash hit. And it has absolutely nothing to do with birds suddenly appearing every time you are near.Let me explain…
Ask anyone here at Strategic Profits and they’ll tell you I’m a pretty private person. I like to come in, focus on my work, and keep my personal business…well, personal.
But over the last year or so, I’ve been slowly cracking the door open and letting everyone have a peek at my life outside the office. And there’s a reason for that.
Back when I was first dipping my toes into the internet marketing waters, I attended a copywriting seminar hosted by none other than the great John Carlton.
John’s legendary in this business, generating multiple millions of dollars with his masterfully crafted sales pieces. In fact, many consider him one of the greatest copywriters living today.
And during this seminar, I was completely enraptured by John’s teachings. His breakthrough ideas on writing copy were very instrumental in my initial success online, and from time to time I still I refer to the notes I took from that seminar whenever I need a copywriting boost.
I remember that one of these instances was about a year ago. I was in the office working on some copy, so I quickly glanced at those notes to get a kick start.
But what I got was a kick all right–a kick in the HEAD!
These were the exact words that popped out at me in all caps and yellow highlighting:
YOU ARE MAKING A HUGE MISTAKE IF YOU ARE NOT PERSONALIZING AS MUCH AS POSSIBLE.
Ever had an epiphany? Because I did right then.
I suddenly realized how closed and impersonal I had become in my copy, and how I had alienated much of my audience because of it.
I realized that, no matter how I may feel or think, in order to become a trusted advisor to my prospects and customers I needed to open up more about me, about my family, and about my life outside of Strategic Profits. And if I opened the curtain a little, they would most likely respond very positively.
In other words, John reached out from that sheet of paper, slapped me upside the head and said: “Yo Schefren…take a lesson from Karen Carpenter. They long to be ‘closer to you’. So LET ‘EM!”
I made a vow right then and there–I was going to create a stronger bond with my audience.
So I started focusing more on empathizing with them, understanding their situations, feelings, and motives. I dug deep to find out what kept them up at night…what gnawed at their very core…and how my products could help solve that.
Then I immersed myself into their conversations. I studied the forums and social networking sites they frequented. I made note of the buzzwords they tossed out. I wanted to learn the language they spoke, so I could talk to them more effectively on their level.
Finally, I just tried to be myself. I know that sounds overly simplistic, but it’s so crucial. Because we all know of people who have tried to be someone else in their business. And they’ve failed miserably because there’s no truth or integrity in anything they say. So I let my personality shine through a lot more, making a point to tell my audience about the little things–not just the big things–that affected how I live, work, and play.
And guess what? The response was AMAZING! Our subscriber rates went through the roof, we saw significant increases in sales, and my “likeability” factor was suddenly off the charts–all because of this shift in my copy.
But what about you? Is your copy stiff, stale, and lacking in personality? Are you pulling your prospects and customers “close to you” with your emails, sales letters, and blog posts? Or are you pushing them further away?
Because in the words of John Carlton himself, “Good copywriting is like sitting down, cracking a beer, and shooting the shit.” I don’t know how to put it any better.
If you can integrate this mindset into your copy, you’ll create a stronger bond with your prospects, customers, and subscribers And you’ll make LOTS more money (as well as enjoy writing your copy more) in the long run.
But to be honest, that’s only scratching the surface of what John teaches about writing sizzling hot copy that builds a bridge of trust between you and your readers and puts chunks of cash into your bank account. There’s more–LOTS more.
Because John is the undisputed heavyweight champ of copywriting. And he can help you turn your lackluster sales copy into massive profit centers…over and over again.
Right now, John’s got some free lessons that reveal the insider secrets to his simple writing system, including a video on storytelling from Frank Kern’s event that’s PHENOMENAL.
You gotta see this.
Go there right now and get registered. And when you’re finished, dig up that old Carpenter’s album (you know you got one), dust off the turntable, and let the silky smooth pipes of Karen Carpenter take your copy to the next level.
Yep, it might be corny. But it’s also EXTREMELY effective.
To Higher Profits,
Rich
P.S. Did those tips help you get a clearer picture of how to get “closer” to your audience?
Have you seen a difference in my copy? And if so, what do you think of it? Better? Worse? The same?
Let me know in the comments below. And don’t be shy–if you like it, give a shout out. And if you don’t, let me know why. I’m always open to your feedback.
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- Feb 26 2008
- 18 Comments
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In this clip, Copywriting Legend John Carlton offers up 3 essential elements your testimonials must have to give you maximum credibility and instant maven status.
Take a look…
Continue reading Conference Update: John Carlton On Killer Testimonials
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Just ONE Simple Shift...
ONE Obstacle Overcome...Can Bring You The BIG Results You Want From Your Online Business
Rich Schefren reveals the SIMPLE answer in his newest report...
The Uncertainty Syndrome: The Entrepreneurial Emergency
There Is No Reason Why You Can't Have The Success Gurus Have, By Dealing With The Same Simple Factor...Get it Now!
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