Saturday, March 26, 2005

7 Big Ticket Copywriting Secrets I Learned From Ted Nicholas

Over the last several weeks, I’ve been posting about Big Ticket Marketing Tools and also my experience at the Double Birthday Bash.

This week I’d like to continue the tools discussion with an article I wrote based on my notes from Ted Nicholas’s presentations at the Double Birthday Bash.

Copywriting is a key part of Big Ticket Marketing.  If you copy isn’t excellent or is even weak in some area, it means that you are missing the mark with some of your potential customers.

In other words, you are not converting as many prospects into buyers if you are not convincing them of the value and benefits of buying your product.  Great copy does that and is the primary way of communicating your offer online, in email and in direct mail.

In this article, I don’t cover all the details of writing good copy.  I have pages and pages of notes from Ted’s presentation and Ted actually has entire workshops on copywriting.

This article covers 7 Big Ticket areas from my notes.  I hope you enjoy the article.

Feel free to post your thoughts or feedback.

-Chuck

7 Big Ticket Copywriting Secrets I Learned from Ted Nicholas
Copyright (C) 2005 Chuck Daniel, Like Magic Marketing, LLC  -- All Rights Reserved.

I recently sponsored and attended Joel Christopher and Ted Nicholas’s Double Birthday Bash and Interactive Marketing Summit in beautiful San Antonio, Texas.

There was a fantastic lineup of speakers including John Assaraf, Joe Vitale, Brad Fallon, George McKenzie, Shawn Casey, Alan Bechtold, Tom “Big Al” Schreiter, Brian Keith Voiles, Rosalind Gardner, and Sydney Johnson.

And, of course, both Joel Christopher and Ted Nicholas presented as well.

 

Don’t know who Ted Nicholas is?

Ted is a living legend in the offline direct marketing world. He’s considered the “King of Print”, the “Copywriter's Copywriter”, the “Entrepreneur’s Entrepreneur” and the “GodFather of Direct Marketing”.

He’s known as the “4 Billion Dollar Man” because that’s how much of his own products he’s sold using offline marketing methods.

Ted’s business card says: “I help people turn words into money”.

 

Anyway, it should be clear that Ted knows a lot about marketing and especially copywriting.

Copywriting is simply selling with words. When someone reads the “copy” or words of an advertisement or sales letter and is compelled to respond to the offer, then you know your copy is effective.

I wanted to pass on some copywriting secrets I learned from Ted while I was at the Double Birthday Bash. These secrets are taken directly from my notes so any errors or omissions are mine.



Secret #1: Write the copy BEFORE the product is created!


Ted Nicholas says the smart marketer writes the copy BEFORE the product is created.

Say, for example, you have a product idea. You should write the copy that sells the benefits of the product even before you create the product.

There are two great reasons for doing that.

The first reason is that you get a much clearer idea of the focus of the product from a customer perspective because you will be focusing on the benefits to the customer in the copy.

Remember, people buy products that help solve their problems or give them information that they need to solve a problem. By focusing on the benefits to the customer, you can ensure that your product is really targeted towards providing those benefits.

The second reason to write the copy first is to do market validation. In other words, even if you’ve done some market research that indicates there is a huge market, you can perform one final test using the copy your write first.

Even if people order your product you can tell them that it is not ready yet but that they will be the first to be notified when it is ready.

If no one tries to order the product THEN don’t spend any more time on it! This is the smart way to determine if a product is worth creating before wasting time creating it! Especially for a Big Ticket product.

Also, if a ton of people order the product based on the copy then it is a huge motivating factor to create a product that meets the expectations in the copy!



Secret #2: Headlines – The Most Important Item to Focus on when Writing Copy


When Ted Nicholas writes copy for a product, he has to look at the research, the features, the claims and the benefits of the product – all before he creates the copy for that product.

The first thing Ted writes are the potential headlines for the products.

Ted writes the headlines FIRST!

Before any copy.

Without the headline you are DEAD!

Because if the headline does not draw your reader’s attention and intrigue them enough to read further, then they WON’T buy your product!

It does not matter if you have the most killer Big Ticket product in the world, if people stop reading after the headline you have no chance to make the sale.

Spend 50% to 80% of your time on your headline and make sure that there are no more than 3 ideas covered by the headline. Any more than 3 ideas is too confusing to readers. And confusion causes readers to stop reading, something you definitely don’t want.

One final tip on headlines: Studies show that 27% more people will read a headline that has quotation marks around it because it indicates that someone important said it. And of course someone important did say it – you did :-)



Secret #3: Headline Generation Process


As mentioned in Secret #2, when Ted Nicholas writes copy for a product, he has to look at the research, the features, the claims and the benefits of the product.

As he goes through this process, he lists all the benefits of the product on 3x5 cards. He lists one benefit per card and uses as many cards as required to list all the benefits.

Once Ted has all the benefits down on the cards, he reorganizes the benefits in order of highest impact.

The strongest or best benefits are used in the main headline for the sales copy.

Many of the other benefits become sub headlines for the copy. Any others that are left over are often used as bullets in the body copy.

So this process is extremely useful not only for creating headlines but making sure that all the benefits are covered somewhere in the body of the copy itself.

With Big Ticket items and their higher price tags, it is crucial to make sure all the benefits are covered. The more benefits you can point out in the copy the more you move your reader away from their natural skepticism towards the value that your product can offer!



Secret #4: Copy Flow is Key


Ted Nicholas brought up a quote that many of the top copywriters agree on:

“Copy can never be too long. Only too boring”.

What this means is that you must engage your reader and keep them engaged throughout the copy of your sales letter or advertisement.

If your potential customer loses interest at any point and stops reading or puts your copy down there is a good chance that they will never come back and finish reading.

Your Big Ticket copy needs to cover all the benefits and possible objections that your potential customer might have. That means its going to require a lot of copy to cover everything. So you must ensure that your copy flows and that they keep reading.

Here’s what Ted had to say about the flow of copy and what makes good copy:

  • Keep your paragraphs short and only cover 1 idea per paragraph.
  • The best way to test the flow of your copy is to read it out loud. If it doesn’t flow naturally when you read it out loud then chances are doesn’t flow. Change the copy until it does.
  • Have a student in Grade 7 or 8 read the copy. If any of the copy is hard for them to read then you need to rewrite your copy. You want the copy to be easy to understand.
  • Great writing is about rewriting. It makes it clearer and simpler, removing unnecessary words and loaded with emotion. That is when the writing is truly great.



Secret #5: Buying is Emotional


Almost all purchasing decisions are emotion driven. When we buy something, we buy it because of how we think it will make us feel or because we think it will solve a problem for us and make us feel better.

We may come up with all sorts of other rational reasons why we should make or made the purchase but the core reason is always an emotional one.

The last bullet in Secret #4 says that great writing is clear, simple and loaded with emotion. It appeals to our emotions.

So, when you write or read a good sales letter, you need to look at the copy and ask:

What is the emotional feeling you get when you read the sales letter?

    Is it Hot?

    Exciting?

    Important but boring?

    Or just plain boring?

Any parts of your copy that are in the “Important but Boring “ or “Just Plain Boring” categories you need to rewrite or get rid of those sections.

Why?

Because those sections are the ones where your potential customer could choose to stop reading.

You never want them to stop reading!

Ted Nicholas also said:

“If you can’t cry, you can’t write copy!”

It takes great strength to admit your feelings.

It’s also vitally important that you can relate on an emotional level to the situation of your potential customers. The more you can emotionally experience where they are coming from the better copy you can write.



Secret #6: Trust


When people know you, trust you and love you they will buy from you forever.

If you ever betray that trust, you will lose your customer forever.

In copywriting, never try to trick your potential customer with misleading copy and then switch topics.

They can detect that, will feel deceived and will not read your copy any further. You have lost the sale.

So when you sell someone a first product, make sure you astonish them with the first product because you want to win their hearts and minds!

This is especially true of Big Ticket products.



Secret #7: Avoid These Common Copy Mistakes in Your Sales Letters


Here is a list of the most common mistakes you must AVOID in your sales letter or advertisement:

  • No headline – You must have a headline. It is what catches your reader’s attention and makes them want to read you copy.
  • Few subheads – People tend to read in two ways. They either read your whole letter or they scan it. If they scan it you want to have lots of sub headings to catch their eye and interest and make them read at least those sections.
  • No guarantee – Always include a moneyback guarantee with your offer. The longer the guarantee period the more credible your offer.
  • No P.S. – Always use a P.S. on every letter you write. If people scan a letter they will usually read the P.S if nothing else. The P.S. should re-emphasize the strongest benefits and restate your offer.
  • No signature – Always sign your letter. It’s more personal.
  • No free bonuses – Free is one of the most powerful words in the human language. Providing free bonuses enhances the already great value of your product offering. In some cases, the right bonuses might convince someone to buy your product just to get the bonuses!
  • Logo on the letterhead – Your logo is about you, not about your customer. It’s just one more distraction from your sales message. If you must include a logo put it at the bottom of the letter.
  • No close – Make sure you give specific instructions on what you want your potential customer to do. If you don’t tell them to buy your product and exactly how to do it then the won’t.

And that’s it for 7 Big Ticket Copywriting Secrets I learned from Ted Nicholas. I hope this helps you improve your own copy.

Or, if you need help with your copy, at least hire someone who knows and follows these secrets. It will be worth the money you pay them to get more sales with great copy.

Chuck is a former Microsoft software designer and program manager who spent more than a decade happily working on Email and CRM. Admittedly a seminar, workshop and information addict, Chuck left Microsoft to pursue his interests in personal development, internet, direct and information marketing and to promote and work for charitable causes.

Chuck Daniel
chuck@likemagicmarketing.com
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Sunday, March 20, 2005

Tired but fired up!

I apologise for not posting sooner from the Double Birthday Bash in San Antonio.

But, you see, I have not had any spare time since I got here.

It’s an incredible environment.  An awesome lineup of speakers.  People buzzing with what they are learning.  Joint venture deals happening in the hallways and lounge areas.

I personally have 18 typed pages of notes… and there is still another day to go.

And that’s just on the speakers that I was able to listen to.  I have been talking to people about the Big Ticket Home Study System and learning about their products and businesses.

And even better, some other folks showed up for the Double Birthday Bash that were were great marketers but were not speaking.  e.g. Wille Crawford, Mark Braunstein and Mike Filsaime were all in attendance.

I personally did not get to bed before 2:00am every night I have been here.  The workshop runs from about 7:00am to around 7:00pm each day. There are networking lunch breaks and some other short breaks but it is pretty much non stop for that time.  Even after we quit for the day, we still had some organised dinners together just for fun.

On Friday night I attended an informal hot seat panel from 10:30pm to 1:30am!  I can’t say more about it yet because it was recorded and will be turned into a product.  But it was awesome.  The panel brain dumped on the topic and everyone in the room learned a lot.

I’ll probably continue the theme of Big Ticket Tools when I return from the Double Birthday Bash.  Based on what I’ve learned at this event I’d like to at least talk about copywriting and affiliate programs.

I did learn one special technique from Ted Nicholas who’s business cards says: “I turn words into money”.  And this has nothing to do with copywriting or marketing both of which Ted is famous for.  I’d like to pass this tip onto you so that you can use it for yourself or with your families.

The next time you want to get a great seat a restaurant here is what you do:

“Can we get a great seat at your restaurant because we are celebrating tonight”.

 

Most places will go out of there way, even if they originally told you they were full, to accommodate you.

 

And of course if you are celebrating something you can tell them what you are celebrating if they ask. If you aren’t celebrating anything in particular, you can simply tell them that you are celebrating your existence, the fact that you are still alive and enjoying life day to day.

Ted swears this works time and again.

I hope I’ll have time to post again tomorrow or the next day.

Thanks for reading

-Chuck

Thursday, March 17, 2005

I'm here, live at the Double Birthday Bash

I arrived in San Antonio, Texas late yesterday evening for Joel Christopher and Ted Nicholas’s Double Birthday Bash.  The actual event starts on March 18th and goes through March 21st.

But today I was here getting prepared and ready to meet the speakers and other workshop attendees when they arrive.  I have a table at the back of the conference room being used for the event.

At the table I’ll be able to tell people about the Big Ticket Home Study System and just talk about Big Ticket Marketing in general.

I’m extremely excited that Joel Christopher asked me to be a sponsor for the event and about the awesome lineup of speakers for the event.

I got a chance to meet Ted Nicholas and his wife Bethany this morning.  Ted and his wife are super nice and it was great to meet them already.

Other speakers at the event include Jay Conrad Levinson, father of Guerrilla Marketing, Joe (Mr. Fire) Vitale, John (The Street Kid) Assaraf, Brad Fallon, George McKenzie, Shawn Casey, Alan Bechtold, Tom (Big Al) Schreiter, Brian Keith Voiles, Rosalind Gardner, Sydney Johnson and of course, Joel Christopher.

Joel and Ted have gone all out to get this cast of speakers and entrepreneurs gathered together for what is going to turn out to be the one of the Big Ticket Events of the Year!

What I’m going to do is help make the Double Birthday Bash a success and I’m going to take a ton of notes while I am listening to the speakers at the event. Over the next few days I hope to post some of what I learn here in the Big Ticket Blog, so stayed tuned for that!

Thanks

-Chuck

Saturday, March 12, 2005

Big Ticket Marketing Tools

For me, the theme this week has been Big Ticket Marketing Tools.

Big Ticket Marketing Tool: Press or News Releases

Several weeks ago, Joel Christopher (The Master List Builder) asked me if I wanted to be 1 of only 2 sponsors at the upcoming Double Birthday Bash event that he and Ted Nicholas are hosting on March 18 - 21, 2005 in San Antonio, Texas.  This was a surprise for me and an honor that he would ask me.

Now, part of my marketing plans for my business, myself and for the Big Ticket Home Study System was to use news or press releases to promote them.  I had not had an opportunity to utilize them yet and this presented me with a good opportunity.

By the way, if you haven't already, go sign up for the Big Ticket Home Study Audio E-course. You'll learn a lot from the course but you'll also learn about the Big Ticket Home Study System itself, something I use a lot in my own business.

As a sponsor for the Double Birthday Bash, I am really sponsoring the Big Ticket event of the year. And I wanted to to make that fact widely known and promote my business at the same time.  The easiest way to do that is to use a news or press release.

News releases are factual, informative and are sometimes told in story format or are related to stories that were previously covered by the media. Some examples of good topics for news releases are:

  • New business announcements
  • New product announcements
  • News stories that cover a similar topic already covered at the regional, national or international level but with a new slant
  • Human interest stories

News releases have many advantages.

If they are formatted correctly it is easy to submit them to one or more news release submission websites.  http://www.prweb.com and http://www.i-newswire.com are two that I am familiar with. You can also fax or email these releases to specific newspaper, radio, TV or other media centers that you would like to notify via your news release.

You can submit to these sites for free but there are advantages to paying $10 - $30 when you submit your news release which we'll talk about in a minute.

These submission sites are how you get your news release distributed broadly.  Many journalists and reports search these "newswire" sites when they are investigating stories or looking for new content in a specific area for their readers. 

Also, news releases at these sites are often picked up by other media across the country. 

And these news releases are usually fully indexed by search engines.  And some of the submission sites allow you to specify additional keywords as well.  This means that your news release can also be found by anyone on the internet using any of the many search tools such as google or yahoo search.  If you want your results indexed in this way you usually have to pay the small fee I mentioned above to ensure that your news release is fully indexed and promoted to the search engines.  But it is worth it for the exposure you get.

Your news release allows you to specify your contact information and also your websites.  This means that anyone who reads your news release may also decide to spend some time checking out your sites as well, so you get traffic to your site that way too. And you may be contacted for interviews or for further information by other journalists giving you even more publicity.

Some news release submission sites also allow you to track how often your release is read on the site, picked up by a media outlet, printed or forwarded.  So you can get some idea of how much interest there was in your release.

Now, I knew the importance of the news release as a Big Ticket Marketing tool for exposure but I had no idea about how to write one or even how they should be formatted.  But luckily I met George McKenzie at one of Joel's previous workshops.  In fact, I just wrote a blog post for the Double Birthday Bash Blog  (Boy, is that a mouthful :-) on George.  You can visit http://www.dbbblog.com to check out the blog but I am including the post here for you to read as well:

 

I've had the pleasure of hearing George McKenzie speak twice now. 

George is not only a super nice guy but he is a polished and professional speaker as well.  That's probably because George has worked in radio and TV since 1972. 

And George knows what gets the attention of deadline-stressed reporters, producers, and editors – the people who have the power to give you precious (and expensive) air time or print space – or toss your release in the trash after one glance!

And George knows the subject material not only from being a media insider but also because he has been a small business owner too.  If you want to know how to get publicity or the attention of media for your business then you must hear George speak at the Double Birthday Bash.  If you haven't already registered or just want more information you can do that here: Double Birthday Bash.

Recently, I had to create a news release for my role as a sponsor of the Double Birthday Bash.  I had no idea how to go about this. But luckily I had George Mckenzie's Publicity and Public Relations Bootcamp.  You can learn more about that here.

Now, I have only actually listened to the portion of the Bootcamp that is the The Instant Press Release Toolkit because that was what I needed to learn quickly.  If you are interested in that as a separate product you can learn more about that here. But if the Bootcamp is as informative and helpful as the Instant Press Release Toolkit was, its sure to be worth it!

Anyway, I had my news release created in very little time with George's help.

As an example, below is a sample critique that George did for a press release he actually received when he was at KLUP Radio in San Antonio Texas, where he hosted a weekly radio show.  I hope you enjoy it!

And come hear George and all the other speakers at the Double Birthday Bash.

Press Release Critique
"Udo's Oil"
by George McKenzie

Press Release

PR FIRM NAME
To: George McKenzie, Guest Contact

For Immediate Release

Contact:   PR Person’s Name
               Phone Number
               Email address

Dr. Udo Erasmus discusses
The Low Fat Conspiracy
Has Madison avenue created a health crisis in America


We’ve all heard these familiar expressions:

“Low fat is healthier”

“Fatty foods clog your arteries”

“Use margarine instead of butter”

“Cut out oil to lose weight”

Sensible dietary maxims, right? “Wrong!” says North America’s leading expert on fats and oils.

According to Dr. Udo Erasmus, author of “Fats That Heal, Fats That Kill”, these so-called “sensible dietary maxims” come not from the science of nutrition, but from high paid advertising execs on Madison Ave.

Madison Avenue’s “war on Fat” is being waged to improve corporate profits, not health.

“The giant food makers know that low fat foods have much longer shelf lives than fatty foods,” says Dr. Erasmus. “So they’ve hired high-powered advertisers to create “fat phobia” in the minds of consumers – and they’ve succeeded.”

According to Dr. Erasmus, studies have proven that low fat diets do not improve health. One recent study proved that people who switched from butter to margarine had twice as many heart attacks. “Fresh fats and oils are an essential part of a healthy diet,” says Dr. Erasmus. “They should never be damaged or removed.”

Dr. Erasmus says that the “War on Fat” has stripped America’s food supply of vital nutrients called “essential fatty acids – triggering a variety of degenerative diseases including heart attacks, strokes, cancer and diabetes.

Children’s health is another casualty in the “war on fat.”

Children raised on diets without essential fatty acids are more likely to be sick – and they frequently manifest behavioral problems and learning disabilities.”

“After years of ‘low-fat propaganda,’ fatty acid deficiency has become the number one nutritional (next line cut off by fax machine)

Is fatty acid deficiency correctable?

“Yes,” says Dr. Erasmus. “but you have to stop listening to all this “low-fat” hype and start eating properly prepared food containing essential fats and oils.”

To ensure adequate fatty acid intake, Dr. Erasmus recommends drinking one or two tablespoons of fresh seed oil made to his specifications by (company name), called “Udo’s Choice Oil,” which can be found in health stores nationwide or by calling (number).

“Don’t be a victim of “fat phobia”, encourages Dr. Erasmus. Stay healthy by eating lots of fresh, properly prepared foods rich in essential fats and oils.

A list of foods supplying essential fatty acids can be found in Dr. Erasmus’ book, “Fats That Heal – Fats that Kill.

Sample Interview Questions

1. Why do most Americans think that “low fat is healthier”?
2. Why is it more profitable for food processors to sell low-fat foods?
3. Is margarine healthier than butter?
4. What diseases are linked to low-fat and no-fat diets?
5. What are “essential fatty acids” and why are they “essential”?
6. Why does lack of fat and oil cause heart disease?
7. How are behavioral disorders linked to nonfat diets?
8. What foods contain the essential fatty acids?
9. What supplements are available to adequate intake of essential fatty acids?

The Book – “Fats That Heal, Fats That Kill”

Fats That Heal Fats That Kill has been hailed as “the first book to make sense out of the role of fats in health” (Richard Kunin, MD – President, Society for Orthomolecular Medicine)

About Dr. Erasmus

Udo Erasmus, Ph.D Nutrition, is one of America’s foremost authority on the role that dietary fats and oils play in human health.

Trained in biochemistry, and genetics at the University of British Columbia, Vancouver, Dr. Erasmus has been an invited guest on over 800 radio and television programs. His advice on health and nutrition has appeared in newspapers and magazines worldwide.

To schedule an interview, call (PR Firm number)



Critique

Instant Eyeball Test: Easy on the eyes. Uncluttered. Contact info is where it should be. Name of the PR firm is there, but it takes up little space, which will score points with news people.

Paragraphs are short and that makes it easier to scan quickly. Several sentences are written in bullet point style.

Sections headlines are in bold type and centered. Again, easy to scan and compartmentalize at a glance.

Overall, this one will probably be placed aside for later review.


Headline Test: Good headline. Uses a media catch word: “Conspiracy” in the primary headline. Implies that someone has been trying to get away with something, and that’s always good grist for the media mill.

In the sub-headline, we get details on the perpetrators of this conspiracy.

Has Madison avenue created a health crisis in America

Madison Avenue, of course, is famous for it’s huge, high-powered advertising agencies. There are people who live in New York City, drive fancy cars, drink three martinis at lunch, and then bombard us with untruths about products they fool us into thinking we just can’t live without. Or so the writer would have us think.

The sub-headline uses another catchword: “crisis.” There may or may not really be a crisis, but the news person will read on just in case. Besides, even if there’s no crisis, but enough people think there is, it’s worth talking about.


Newsworthiness Test
: A winner because it hits several universal news themes:

Myth-busting the writer opens by quoting “conventional wisdom” about diet and nutrition:

“Low fat is healthier”

“Fatty foods clog your arteries”

“Use margarine instead of butter”

“Cut out oil to lose weight”

She then claims all those ideas are (excuse the expression) balogna.

Sensible dietary maxims, right? “Wrong!”

Conspiracy Theory (mentioned above): someone is trying to get away with something: in this case, it’s “Madison Avenue.” The writer elaborates a few sentences below the headline

Madison Avenue’s “war on fat” is being waged to improve corporate profits, not health.

This implies that Madison Avenue’s ‘war on fat” is not only taking money out of our pocketbooks, but it’s costing us our health as well.

Read a little further down the release, and the writer nails another universal theme:

Children’s health is another casualty in the “war on fat.”

Anything involving children has relevance.

Children raised on diets without essential fatty acids are more likely to be sick – and they
frequently manifest behavioral problems and learning disabilities.”


Body
:

The writer offers credentials immediately after making the myth-busting claim:

says Dr. So-and So, North America’s leading expert on fats and oils.

She also continues to imply that someone’s getting rich at the public’s expense (which the media, as watchdog of the public welfare, has a duty to expose):

high paid advertising execs on Madison Ave.

Quotes:

The writer does a nice job of making them fit the tone of the release. There’s a connection to ideas and themes that have been introduced previously:

I say the writer does a nice job of this, because in all likelihood, the writer made up the quotes, took them to the doctor and said, “Hey is it okay if I say this?”

“So they’ve hired high-powered advertisers…”

“Yes,” says Dr. Erasmus. “but you have to stop listening to all this “low-fat” hype…”

“After years of ‘low-fat propaganda…’”

Q&A and Bio sections:

Not much to add here. They’re short, relevant, easy to pick out of the release on first glance. Just what the news person is looking for.


Medium Match: I personally think this release would pass the test with any medium, but it’s especially suited to radio and TV talk shows.

This release was faxed to me at KLUP, so I’m not surprised it’s “talk show friendly.” I suspect the writer may have also sent releases written especially for TV and newspaper, but I don’t know that for sure.

Worth Mentioning:

This news release was so well constructed that it was easy to miss the purpose of the release FROM THE PR AGENCY’S POINT OF VIEW.

They want to get publicity for their client, obviously. But their client wants to sell something.

Do you know what?

If you said, the doctor wants to sell his book, you only got it half right. Guess again.

And no cheating. Don’t go back and look more closely at the release.

Okay. Here’s what the doctor is really selling—quoting from the second page of the release:

“To ensure adequate fatty acid intake, Dr. Erasmus recommends drinking one or two
tablespoons of fresh seed oil made to his specifications by (company name called “Udo’s
Choice Oil,” which can be found in health stores nationwide or by calling (number).

The doctor is selling what, in my mind anyway, is a food supplement.

Some book sales would be nice, but I’m guessing the book is mainly a promotional vehicle for the supplement.

Trying to promote a product like seed oil would be a tough sell to any reporter or talk show producer.

But promoting a book that warns about a “conspiracy” that affects our health, pocketbooks, and kids…well, that’s a different story.

The person who wrote this release did a masterful job of keeping any mention of the seed oil as low profile as she could.

But she did mention it, and for a good reason.

If she hadn’t written about it at all, and then the doctor started talking about it during the interview, the producer/host would have felt duped – and irritated enough that they’d remember her name next time she contacted them.

But she gave the news folks what they wanted first. She pushed all the right buttons in the first page and a half of the release so the fact that the doctor was selling a product probably wouldn’t have mattered.

The truth is…since most news releases are SCANNED but not READ, a lot of people might have zipped right over this paragraph and not even noticed.

Did you?

In Summary…

In my opinion, this was a extremely well done release. Yes, there were a couple of punctuation errors, including two glaring mistakes in the subheadline: the word “avenue” should have been capitalized in

Has Madison avenue created a health crisis in America

and there’s a “?” missing at the end of the sentence.

When I first read the release, I was a little put off by both these oversights, but the release had already passed the eyeball test and the headline test, so I kept reading.

I’m glad I did.

I wouldn’t hesitate to call these folks to set up an interview. They know how to play the press release “game.” They probably also know how to do “good radio”.


Big Ticket Marketing Tool: Webinars

Webinars are fast becoming one of my favorite Big Ticket Marketing Tools.

They allow much more direct contact with the people I care about: you, my readers, or other folks interested in Big Ticket Marketing.

A Webinar is just like the name sounds - a seminar on the web.  It's like a teleseminar, which is just a phone meeting that lots of people can dial into to listen to a speaker and perhaps ask questions once the speaker is finished.  But webinars have some even cooler advantages.

Because the webinar happens on the web, you interact using your computer instead of your phone.  Long distance charges that are typical with a phone teleseminar are not incurred for a webinar.  For me that could mean a savings of between $30 - $50 per month depending on how many teleseminars I would host or attend.

Webinar rooms typically allow you to view and speak directly to other people in the webinar assuming they have a working web camera and microphone.  Some also allow you to browse the web inside the webinar system which is a great feature if you want to show everyone in the webinar a presentation, a particular website, a video or some other demo.

Some webinar systems also have white board capabilities which allow people to draw things roughly the same way as they would on a white board in a meeting.

In other words webinars allow people to gather together in a virtual meeting room on the web to hear someone present on a particular topic or to have a meeting where the participants are not located in one spot.

I've done several webinars on Big Ticket Marketing topics and was really impressed with the ease I was able to communicate with the other webinar participants and to speak with them directly and hear what they had to say.

I thought a lot about webinars this week because I was creating a user training video for the webinar system that I use.  If you haven't attended a webinar or are just curious about what a webinar looks like, why don't you check it out at:

http://www.likemagicmarketing.com/Webinars/Training/index.htm


As always, feel free to comment on any posts or even email me if you have a question or would like me to discuss a particular Big Ticket Marketing topic.

-Chuck

Thursday, March 03, 2005

Affiliate Programs: Can I REALLY Make Money?

Recently, we’ve been talking about Affiliate Marketing and how it is the EASIEST way to get started with Big Ticket items.

I’ve posted a couple of articles on the benefits of being an affiliate marketer of Big Ticket Items.

And I hosted a teleseminar on Thursday Feb 10, 2005 at 4:30pm PST, 6:30pm CST, 7:30pm EST with Rosalind Gardner.  Rosalind is an affiliate marketing expert and a super affiliate who will be attending Joel and Ted’s Double Birthday Bash on Mar 18–19, 2005 in San Antonio, Texas. 

If you haven’t registered for the Double Birthday Bash or just signed up to learn more you can do that here:

Joel and Ted's Double Birthday Bash

This week I thought I would post an article by Rosalind Gardner about affiliate marketing.  She talks about a few key points like the importance of desire, the false notion of “get rich quick” and how persistence pays off.

I hope you enjoy the article

-Chuck

Affiliate Programs: Can I REALLY Make Money?

© Copyright Rosalind Gardner, All Rights Reserved.

As an Internet marketing consultant, I often hear the
question, "Can I REALLY make money online with affiliate programs?"

To me, that question speaks of the asker's skepticism, so let's put aside any question of whether money is REALLY being made online before we look any further.

Thousands of merchants have put resources into developing affiliate programs so that others can promote their products in exchange for a commission, which is usually a percentage of the product's price. If there wasn't money to be made, Sony, Dell and those thousands of other merchants wouldn't waste their time and money building affiliate programs.

I personally know at least a hundred people who make marketing on the Internet their full-time occupation. If there wasn't money to be made, that wouldn't be possible.

I am one of those people. The secondary title of my ebook about affiliate marketing is 'How I Made $436,797 Last Year Selling Other People's Stuff Online'. Although I dislike that  subtitle and its crass approach, it IS the truth, and it IS effective  proof that money can be made online. The statement is backed up on the Super Affiliate Handbook homepage with a picture  of part of my income tax statement from 2002 which shows my  earnings.

See it for yourself at:

http://SuperAffiliateHandbook.com

So, having dispelled any question about whether there is money to be made online, let's proceed to the REAL question.

Let's take the emphasis off the word 'REALLY' and place it where it belongs - on YOU.

Can YOU really make money online?

Sure you can! IF you REALLY want to.

Desire is the first key to success. But here's where it gets a little tricky. If your desire is for money, as opposed to what money can buy, your work will be made much harder, if not impossible.

'Huh? Why is that?' you may wonder.

Money is a concept. In and of itself it does nothing for you, unless you are very fond of small rectangular pieces of colored paper.

If you focus instead on the good that money will bring to your life, such as free time and all the fun ways to spend it, then you'll give positive direction to your efforts.

Think about it.. what can that money buy you? The kids' education, a new car, a new house, a second honeymoon... how about a sailboat?

Dream a little - dream a LOT, but create some desire, and a REASON to work hard for what you want to achieve.

And that's the second key to making money online - Work.

Too many people still hold onto the notion of 'get rick quick'. I've got news for them - there's no such thing. You can get rich a little quicker on the 'net, but the truth is that nothing worth having comes without a price. You must invest some time and money.

Not much money, but some. Compared to starting any other business, the amount of financial investment required to start an affiliate marketing business on the Internet is negligible.

If you don't have one or two hundred bucks - or can't beg, borrow or steal that amount - then maybe you can get a part-time job and save up to start your online business.

No matter how you slice it, you won't find another opportunity anywhere that has the  potential for this much reward for so little outlay. This IS one of the least expensive businesses you can start.

Last but not least - can you stick with it over the long haul?

Persistence is perhaps the MOST important quality shared by all entrepreneurs. That's why you hear about those who make a million, lose a million and then make another million. They go up, then down, then up again, but they never gave up.

You can't let the ups and downs get to you. Not everything is will go your way all of the time. You'll have to make some effort and it won't always be easy.

But, if you keep your goals foremost in your mind, learn
what you need to know and invest your resources wisely and with persistence, you virtually can't help but succeed.

That's how you REALLY make money online!

Article by Rosalind Gardner, author of the best-selling "Super Affiliate Handbook: How I Made $436,797 in One Year Selling Other People's Stuff Online". To learn how you too can succeed in Internet and affiliate marketing, go to:
http://NetProfitsToday.com