I am a copywriter and brand strategist.
The central premise I work under is simple: “Better writing brings better results.”
Whatever tactics you currently employ to deliver your message and drive business: Websites, SEO, Pay-Per-Click, Telemarketing, Social Media, Content marketing, Inbound marketing, Outbound marketing, Digital, Brochures, Post cards, E-mail, New marketing, Traditional marketing, Radio, TV, Signage, Videos - even Networking…
None of these can work if your branding message is trite, predictable and uninspiring.
Money vs Message
We know, through various studies, that your message is the most important element of your marketing plan. More important than the media used to convey it to your prospects. And more important than how much money you spend on marketing and advertising. Yet, for too many entrepreneurs and small business owners, the branding message is often given short shrift as they strive for calls, traffic, hits, likes, follows, etc.
One such study, from the prestigious Wharton School of Business at the University of Pennsylvania set out to establish an answer to the question, “Which is more predictive of success in marketing and advertising – money or message?” The final 2500 page report came to three basic conclusions:
- There is no direct correlation between dollars invested and results gained.
- Results are inextricably linked to the message.
- Results increase with repetition.
Craft Your Message BEFORE Deciding On The Delivery Method
If your goal is to boost sales, do yourself a favor - spend your time and maybe some money creating as picture-perfect a branding strategy and message as you can. And do this before you make any decisions – or spend one thin dime – on how you deliver that message to your prospects.
An excellent message will interrupt, engage, educate, and move more people to act than a mediocre message. The result? Increased revenues, decreased cost per lead and higher conversion rates. Here, a branding strategy consultant is often an investment that can pay off handsomely down the line.
One of my heroes, Rosser Reeves, chairman of Ted Bates International and copywriting legend, once created a branding message for Rolaids. He wrote, “How do you spell relief? R-O-L-A-I-D-S!” Sound familiar? Rolaids has been using this same message for over 70 years. Was hiring Mr. Reeves a great investment for Rolaids? You better believe it.
Five Reasons To Focus On Your Message First
- A unique and superior branding message is the heart of your marketing. It can make you or break you. No amount of advertising or social media hype can help sell a lousy message.
- The message is central to all your marketing efforts.
- Well-crafted messaging increases readership and boosts click-through and conversion rates.
- It is far less costly to develop superior branding and messaging strategies and tools than it is to deliver that message. In my experience, only about 5% of a five year marketing budget goes to message creation and copywriting.
- A well-crafted, successful branding message can be used for many, many years.
- Now start thinking about what sets you apart from your competition, what benefits your customer values most and how to get it across to others in a short, easy-to-remember way. If you need help, an experienced, professional copywriting service can increase your business far in excess of the fees charged. My advice – find a copywriter you can relate to and whose expertise you can rely on. And then…take your business to the next level – and beyond.
Video 1 - Introduction To The Series
To get the most out of this series watch this video first. The stage will then be set for a productive learning experience for you.
Video 2 - Use the Correct Psychology
The intellectual approach and the emotional approach to business marketers.
Video 3 - Create Your Own Unique Message
Create a unique message for your unique business. Increase response, conversions and sales with a Unique Selling Proposition.
Video 4 - Structure Your Message for Maximum Impact, Part 1
Step-by-step to creating the most effective pieces for your business marketing.
Video 5 - Structure Your Message for Maximum Impact, Part 2
The steps to marketing success continue with the "AIDA" code and compelling offers.
Video 6 - Dynamite Sale Copy, Part 1
With your marketing structure in place here are the basics for writing copy that maximizes your sales.
Video 7 - Dynamite Sale Copy, Part 2
More on the basics for writing copy that maximizes your sales.
Video 8 - Advanced Techniques
Now for Advanced Copywriting Techniques
Video 9 - eMails & Blogs
Make your Emails and Blogs get better open rates and connect with your customers and clients.
Video 10 - Layout & Design
Copy is of primary importance, but the "look and feel" of your piece makes it even better as you will find out here.
Video 11 - The Influencers
Learn a bit about the real "Madmen" and how their influence is still felt on the best copy written to this day.
Video 12 - Real World Examples
Now, armed with the basics, see how others have been successful with these Real World Examples.
Video 13 - Recap & Review
Time to relax and watch a visual Recap and Review of the entire series.
Write Like A Madman Bonus Audio Set
Click the PLAY button to play the audio files on your phone, tablet or computer.
1 Introduction To The Series
2 Use The Correct Psychology
3 Create Your Unique Message
4 Structure Your Message Part 1
5 Structure Your Message Part 2
6 Dynamite Sales Copy Part 1
7 Dynamite Sales Copy Part 2
8 Advanced Copy Techniques
9 Writing Emails and Blogs Copy
10 A Bit About Layout and Design
11 Original Madmen The Influencers
12 Real World Copywriting Examples
13 Music Only for Recap and Review
Bonus 1 - The John Boyens’ Credibility Letter
Bonus 2 - How To Sell A High Value Service
Bonus 3 - How To Be A Trade Show Pro
One of the dirty little secrets of most Trade Show Exhibitors is, because they're not prepared they seldom, if ever, get enough business out of a show to even cover costs. Make your next (or first) Trade Show your best ever.
Bonus 4 - 39 Timeless Tips From The “Madmen”
Bonus 5 - 9 Set-Their-Minds-At-Ease Risk Reducers
Bonus 6 - 15 Rules For Writing A Press Release
Press Releases must follow the rules set out by media. Why? Because free (or earned) media can pick up your story or "circular file" it at their whim. All you can do to help with their decision is to follow these 15 Rules.
Make It Memorable