Dramatically
Accelerate Sales Profits
By Harnessing Seven Powerful Strategic Marketing Elements
while Multiplying Your Business Leads and Traffic
Revealed…for use
in your business... vital direct response marketing
elements critical to capturing your customers’ undivided
attention making them ready to slap their credit card down
over and over again. Because growing your business is just
too important to settle for “adequate” sales copy and a
mediocre marketing plan.
To:
Internet Marketers
and Business Owners
From:
The desk of Perry
Droast – Direct Response Copywriter for the Medical Device
and Alternative Health Industry
When asked “What’s your biggest marketing problem?” many
marketers and business owners respond like this...
• My advertising just doesn’t
produce consistent results
• My advertising costs too much
• Sales are off and my
advertising isn’t helping
All three of these problems cause a lot of pain and
heartache for business owners. However, I don’t believe
these answers get to the heart of the matter. They’re
really just symptoms of a bigger problem.
In fact, I believe one of the biggest marketing problems
any business faces is “advertising information overload”.
Call it what you like:
• Advertising burnout
• Market message crowding
• Advertising chaos
But, what’s that mean to you?
Well, the average US citizen sees or hears 3000 or more
marketing messages every day. Western Europeans about the
same.
People are literally forced to ignore most marketing
messages. They’ve subconsciously trained themselves to tune
out advertising or they would become overwhelmed and
disoriented.
They’ve learned to filter out anything they perceive as
advertising. In order for your message to get past that
filter, you must arouse their passionate interest. In fact,
if you don’t grab your prospects interest almost instantly
your message never gets heard or read.
And you need to gain their attention in a credible, natural
way. It's really the best way to connect with them as a
human being. By connecting with them as a human being, you
establish trust and rapport with your customer. Without
trust, no sales are made.
Attention-getting persuasive targeted messages break
through that filter like nothing else can.
"But it seems like the hype-filled slash and burn type
advertising works so well on the internet."
It does work for some marketers. But people are getting
wiser and more sophisticated all the time. And there is a
huge segment of the general population that doesn't respond
to that type of advertising at all.
So if you want to build a long-term successful business,
you can't just rampage around inside your marketplace like
a band of pirates, expecting to find buried treasure on
every island.
Today’s cutthroat business environment requires your
marketing and sales communications to be precisely written,
highly targeted, and finely focused in order to produce
optimal results. Even more importantly, your credibility
must be established and maintained.
Which problem do you want fixed?
Inconsistent sales, low sales, and high advertising costs
all result from the same core problem anyway. Your business
just isn’t getting enough focused attention from your
target market.
The best way to get your market’s attention is to start a
friendly conversation with them about a problem they need
solved. Once you’ve got their attention, offer them a
credible trustworthy solution.
If your product solves a problem for your target market,
you've already taken care of the first two critical
elements your marketing plan needs to succeed. You
recognized their problem and offered them a solution.
Now, you just need to get your customer reaching into their
pocket for their wallet.
They’re interested. Now what?
In order to convert attention into dollars, your marketing
system must convert readers into buyers consistently and
reliably. To accomplish this your marketing must take all
seven critical marketing elements into account.
But, before we dig deeper into the last five critical
elements your sales and marketing copy needs, let’s talk
about the bigger picture. Your marketing plan.
Fine-tune your plan like Napoleon
Whether your business sells on the Internet, out of a
warehouse, or from a retail storefront, ramping up your
sales and maintaining them becomes a constant battle. In
fact, smart business owners approach their marketing plan
like the French Emperor Napoleon planned before every
battle. He studied his maps and intelligence reports, often
working day and night, meticulously planning for every
possible contingency.
Although your marketing strategy should be planned just as
carefully, you can make adjustments more easily and without
the life and death urgency, unlike Napoleon. So if your
market changes you can adjust to the changes easily.
Fortunately, you don’t need to slave day and night to do it
like Napoleon did. By building your plan carefully, guided
by a few direct-response marketing principles, your plan
will practically steer itself. A little nudge from you to
keep it on course from time to time ensures your profits
continue non-stop. That’ll help you sleep easy at night. On
the other hand, your competition will likely be burning the
midnight oil trying to keep up.
But for that to happen, your marketing and sales copy needs
to focus like a laser-guided rocket directly on your
prospects. If your advertising hasn’t given you a positive
return on investment you need to revise your plan now.
Don’t waste another advertising dollar because you deserve
good results now.
In reality, an ill-conceived marketing plan along with
poorly written sales copy could cost you a boatload of your
hard earned cash, returning little or none to your
business. Worse yet, it could leave you stranded on a
desert island while your competition sails right past you
taking all your customers with them.
On the other hand, executing a sharply focused marketing
plan utilizing compelling sales copy can create an
avalanche of profits for you and your business.
Better yet, your customers will thank you in the process.
What about those seven critical elements?
We covered the
first two elements already. Add in one more and you've got
a psychological trigger creating urgent interest in your
prospects mind. Most copywriters don't fully understand
this triggering process. But I do.
Many copywriters would tell you it’s crucial to turn
features into benefits in your sales copy. That’s true.
They’ll explain people buy on emotion and afterwards
justify their decision using logic. That’s true too.
But the sales process goes much deeper than that. In order
to motivate a potential customer into whipping out their
credit card right now, your sales copy must include all
seven critical elements or steps of the buying process.
Leave out just one and sales start to drop off.
Fortunately one of my mentors showed me this marketing
secret only a select few people know about. I’ve agreed not
to divulge my source, but I am allowed to use it in your
marketing copy.
So how’s it work?
When these critical steps do their job, your marketing copy
takes your prospects hand and gently guides them through
the entire process of buying your product or service.
Thoroughly tested by my secret marketing mentor, leaving
out just one critical element lowers your sales
immediately. Leave out more than one and sales drop even
more.
Making sure those elements excite your customers into
taking action is my job.
Advertising pain relief found
Your
pain was my pain. A few years ago, when my wife and I owned
a custom drapery business along with a retail gift and
clothing business, the local newspaper got most of our
advertising budget. What was left went to the yellow pages
and a few other local publications.
Fortunately for us, word of mouth from our customers
created more business for us than any other source.
Customers dropped by the store just to talk with my wife.
Invariably they bought something too. But when my wife
wasn’t there, sales dropped off immediately. That’s not a
good problem to have, unless you like to live at your
business.
After spending thousands of dollars on advertising one
business succeeded. Unfortunately the other one failed. I
desperately needed to find out how to market the right way.
The school of hard knocks taught me two things…
1. Infuse your personality into your sales copy and people
respond
2. Most people want cheap mini-blinds not custom-made
draperies.
What’s the final take-away?
Sell to a hungry crowd using your own voice in their
language.
Marketing mindset earned through hard study
Once
the hard lessons learned in the world of business sank in,
I realized there must be a secret to better sales and
marketing. So I started studying.
I attended a couple of Internet marketing and copywriting
seminars. That was accompanied by a great deal of personal
study. I managed to pick the brain of one of the most
successful business owners in the town where I live. We
first met while installing the custom draperies my wife
made for their kitchen and dining room.
She and her husband build successful businesses and then
sell them for huge profits. Often more than one business at
a time. Luckily for me, her furniture business was just two
doors down the street from our store. And because she had
known my wife for years, she graciously answered my
questions. The real world experience she passed on to me
helps me understand and solve marketing problems on a daily
basis.
I studied many marketing classics like Scientific
Advertising by Claude Hopkins. In fact I read it seven
times just like advertising genius David Ogilvy recommends.
After that, I started in with books by Joseph Sugarman,
John Caples, and Jay Abraham, quickly followed by
Breakthrough Advertising by Eugene Schwartz. The Robert
Collier Book is always on my desk. And I still study
marketing almost daily.
I participated in a seminar where David Garfinkel – often
called the World’s Greatest Copywriting Teacher - taught us
his methods of writing effective sales copy. The breakout
session with him was even better because of the small class
size.
Then I went to graduate school for my copywriting Masters
degree. The Maine Authentic-Copy Intensive taught by Tina
Lorenz.
By the end of the four-day seminar, I felt as if I’d been
through a mind meld with Tina. She held absolutely nothing
back about how she writes “authentic copy” for her clients.
She gave us an incredible amount of individual attention.
This seminar tied all of my previous studies together into
a cohesive body of copywriting skill and knowledge.
More recently, I acquired my copywriting and marketing PhD
degree. I didn’t get it from some college or university
though. I invested in “The Bencivenga 100 Seminar” package.
Gary Bencivenga gave a one-time seminar when he retired
from his distinguished direct response copywriting career a
couple of years ago.
I couldn’t attend but as soon as he started selling the
DVDs and the 520-page transcript I snapped it up. I’m still
devouring it. Any way you look at it, this is better than
any PhD I could earn from a real university. Gary, often
called the greatest living copywriter, poured his heart and
soul into this seminar. I’ve already watched it twice from
beginning to end and am working my way through the book for
the second time. I can’t reveal anything he taught due to
the confidentiality agreement I signed when I made the
purchase, but I can certainly apply the knowledge to your
marketing and sales copy. Incredible is the word I’d use to
describe it.
There really is a better way to market your business
Through my pursuit of knowledge, I discovered direct
response advertising techniques work better than any other
type of advertising. The best methods of gaining new
customers and selling more to your current customers aren’t
so hard to implement in your marketing plan once you know
how.
You just need to know the proper way to do it.
Bludgeon your market? No need. Finesse them instead.
Sadly, your local yellow page sales person and newspaper ad
rep can’t provide what you need. Most traditional
advertising agencies aren’t a whole lot better. Their type
of “brand advertising” may work for large corporate clients
with massive advertising budgets but that’s out of reach
for most Internet marketers and small business owners.
In typical “Madison Avenue” fashion, large corporations
literally bludgeon the market with their ads. While
exercising on the elliptical trainer at the gym recently, I
saw the same commercial playing on three of the six TV
screens located at the front of the room, all at the same
time. Imagine how much that marketing campaign must cost.
Worse yet, their results aren’t even measurable. So how do
they actually know their advertising works? It’s likely
they don’t.
On the other hand, I watched five minutes of an infomercial
on TV and immediately wanted the tool they were selling. It
was a great ad with all the direct response triggers
embedded into it. Because I’ve seen that ad run several
times I know it’s working for that particular marketer.
What a great example of marketing finesse.
When your marketing message is carefully crafted, it
literally sneaks in under your prospects advertising radar
without setting off an alarm.
Everyone needs a website. Right?
Unless they're
trained and experienced in direct response marketing
techniques, most typical web designers usually recommend a
website full of flash movies and fancy graphics. While that
fancy website may stroke his ego along with yours, it won’t
make many sales for you.
The average customer spends an average of 7 seconds on a
site, scanning to see if it has what they’re looking for.
John Carlton, world renowned copywriting genius, told us at
a recent seminar that more recent studies have shown you
may have less than one second to get the web visitor to
start reading your website.
If you don’t grab their attention instantly they’re
clicking on to the next site, probably one of your
competitors.
Most of them simply won’t wait around for the fancy flash
movies to load. In this age of instant information
customers increasingly feel rushed and impatient.
Don't misunderstand me. A nicely designed graphic
definitely helps grab attention. But it needs to load fast.
YES.
Everyone needs a website. But it needs to be designed and
written with the customer experience in mind.
Grab your customer's attention right now using...
A bold, interesting, curiosity rousing, fast to read
headline that breaks into the conversation already going on
inside their head. If you don’t have one, they’re gone.
But how do I get one of those, you ask? And besides, I
don’t want some hyped up copy that screams "pushy sales
letter" right away and scares everyone off.
You’re absolutely right. You need a site or ad that grabs
attention immediately, but does so in an honest and
compelling fashion, so people keep reading. The headline
needs to zero in on your target market’s bull’s-eye. If it
sounds like overblown hype and isn’t believable your
prospect isn’t one anymore. In fact, slight understatement
may just work better for your business.
The best-kept marketing secret (at least it was kept secret
by my marketing professors in college) is that well written
direct response ad copy grabs their attention and won’t let
go. Although you probably already know that, and you may
even be an expert copywriter yourself, you still need an
outside direct response copywriter.
Why is that?
Time and perspective
Two reasons.
One
- Sometimes a
business owner becomes so closely tied up inside their
business it becomes hard to find that unique angle, or
unique selling proposition (USP), that differentiates their
business from that of their competitors.
Sometimes you just need a new perspective. I dig deep into
your business to find your USP and your story, and then
develop it mercilessly in your marketing copy.
Two
- the day-to-day
tasks of keeping your business running smoothly create
plenty of distractions. Which makes concentrating on
writing good hard-hitting copy that much harder. By farming
out your copywriting, you gain valuable time better spent
on what you do best.
Let’s put it another way. While you’re working on sales
copy, you aren’t working on new product development or
customer service. And those two tasks are integral to
continued profit growth. If your business isn’t winning the
battle…your business is losing the war.
Just because you have the ability to do everything
yourself, do you have the time
it takes to do it
right? Make sure you’re spending your time on the aspects
of your business only you
can do.
Any way you look at it, your business can benefit immensely
by using direct response techniques no matter which medium
you advertise in. Online or off, direct response sales copy
and techniques out pull typical Madison Avenue “branding”
style advertising every time.
As an added bonus, your direct response sales copy still
gives your business a unique brand. Because when you market
your backend products to your existing customers they’ll
immediately associate your name with the great products
they already own.
But instead of attempting to create a brand and hoping for
sales, you’ll make the sales and grow the brand in the
process.
Seven ways to grow your bottom-line starting right now
Here are just seven ways your sales numbers can jump
dramatically. And once they're working for you, they
continue working day and night.
• Websites that pull more paying
customers than you dreamed possible
• Cost effective web advertising
that triggers sales while you’re sipping a Mai-Tai on the
beach in Hawaii
• Free publicity that drives
traffic to your website or your store
• White paper strategies that
gain you customers and keep them coming back for more
• Email marketing that pulls
every time you hit the send button
• Auto-responders that work
harder than your highest paid salesman
• Newspaper and yellow page ads
that don’t look like ads but actually work
Depending on your type of business, you probably only need
to implement two or three of these strategies to
substantially increase leads or sales.
What do all these advertising methods have in common?
Somebody skilled and knowledgeable writes the copy.
Writing direct response sales copy takes time and
specialized knowledge. It takes careful thought along with
a marketer's mindset.
That's where I can help you. Through diligent study and
years of application, I’ve honed my marketing mindset to a
fine edge. The copy I write for you will become the hardest
working salesman you’ll ever employ. Better yet, because
your copy does the hard work of selling for your business,
your time is now freed up. That allows you to concentrate
on product development and providing a great customer
experience so your customers will want to come back for
more time and again.
But will this work for my business?
Absolutely it will work.
Because of my entrepreneurial small business experience
along with 23 years of writing about and repairing medical
laboratory analyzers I can assure you it works. It doesn’t
really matter if you sell new or used medical devices,
alternative health information and newsletters, or anything
else medically related. I’ll write you copy that stimulates
your prospects to action without setting off their
hype-meter.
Through the years, I’ve written service manuals, technical
bulletins, upgrade procedures, product descriptions, and
just about everything else a company needs to sell,
service, and maintain a medical device. When I wasn’t
writing about them, I was in front of customers selling
service contracts and consumables, fixing the analyzers, or
training someone else how to do it.
Most recently, I traveled with a marketing road show making
customer presentations and giving individual tours of a
robotic laboratory automation system contained inside the
biggest tractor-trailer rig I’ve ever seen.
A little more about my background might help
Before I studied computers and electronics and entering the
medical device field, I worked as a transmission mechanic.
About now you’re probably thinking “What the heck does that
have to do with selling?”
Let me explain.
First, I always test drove the customer’s vehicle along
with the customer. After pointing out anything I noticed
wrong with the way it shifted or drove we started the dirty
work. They watched while I drained the oil and pulled the
pan off their transmission. At that point based on what we
found in the pan, I either sold them a service or an
internal inspection. The customer’s participation built
real trust between us. I couldn’t sell them a fan belt if
they didn’t trust me.
Once I got their agreement on the inspection, I had them
right where I wanted them. I almost always sold them a $600
to $1200 rebuild. This was in the early 1980s mind you.
And the best part is, I never had to lie to them. The truth
always worked just fine. If I found worn or damaged parts I
could point to exactly why they were bad. Because I was the
mechanic with the grease under my fingernails and on my
uniform, my words carried a lot more credibility than the
shop owner that looked like a salesman.
Fortunately I worked for a smart shop owner that let me do
all the hard selling. He only provided a cup of coffee, the
estimate, and the bill at the end of the job.
The customers trusted me because I showed them the pile of
metal in the pan along with the bad parts. Then I explained
everything in simple terms they understood, instead of
technical jargon that would just confuse them. They really
appreciated it.
This was some of the best face-to-face sales training
anyone could ever get. And yet the customer never once saw
me as a salesman. By the end of the sales process, not only
was I was their friend; they saw me as an expert they could
rely upon for the truth. And I always gave it to them.
And that’s the same way I approach each copywriting job. I
look inside your product or service and inspect it just
like I did the 300 plus parts inside an automatic
transmission. Although each piece is important, some are
more important than others. I make sure your copy speaks
with your voice and uses the same language your target
market understands.
Once I assemble your sales copy, it will work like a finely
tuned Mercedes Benz. Giving you faithful dependable sales
results over and over again.
Just how important is honest sales copy?
It’s a key component to selling these days. Most people are
jaded about the sales experience at this point. Today’s
educated customers just don’t trust sales people. They
click away from overblown hype-filled sales letters too.
Above all, they definitely don’t like to be sold. But they
sure do like to buy.
If you don’t believe me go down to your local mall this
weekend and sit on a bench for an hour or two. You’ll be
amazed at the volume of packages and bags leaving the
stores in the arms of customers. Some shoppers can barely
stagger out to their car they’re so over loaded.
Fortunately, I’ve studied advanced copywriting and Internet
marketing techniques with one of the fast flying, below the
radar, copywriting geniuses of our time, Tina Lorenz. I’ve
learned how to pull out all the stops while writing
substantive ethical copy that speaks directly to your
prospects.
By getting involved in the conversation already going on
inside your prospects mind, your sales copy directly
involves them with your product or service. Once they’re
involved you’ve got them hooked. All you need to do is reel
them in.
Are you qualified as a client?
You need to know
right up front I’m not willing to write for just
anybody. Specifically
I'd love to write for you if you sell…
• Medical devices or
analyzers
•
Health related
newsletters or information products
•
Alternative health
products and supplements
•
Computer hardware
and software products
•
Organic Gardening
and other organic products
•
Home Remodeling and
Improvement products
• Other qualified ethical
products and services
If you’re qualified, contact me now for a free marketing
consultation.
• Jump immediately to the
contact form
•
Or send me
an
email
Claim your free consultation
As soon as you contact me, we’ll set up a free consultation
at a convenient time. During our initial conversation,
we’ll discuss your marketing needs and I’ll freely offer
any suggestions I think might help to improve your bottom
line. I’m always anticipating solving another marketing
problem.
Yes, I want my free consultation
now!
Once your needs are clarified, we’ll discuss whether or not
we’re a good fit to work together. You’ll find I’m easy to
work with and hold a broad market view. If I think your
plan is way off base, I’ll let you know. And if your plan
looks and sounds right on, I’ll be sure to tell you that
too.
But I won’t stop there. By suggesting a simple change or
two your marketing could take a big leap forward. Once we
agree on a course of action, I focus my entire being on
creating the best package possible for you. I’m not in this
business to stroke my ego…the only thing I care about is
making you money.
Once committed, I focus on your project entirely. I don’t
schedule more than one at a time. I prefer to focus all my
creative energy into your project when I’m working on it.
That allows me to dig deep into your product or service and
inside the mind of your target market.
Let’s get started right away
The easiest way to start is to fill out the
contact form. The more complete
information you put in the form, the more focused and
relevant our initial consultation will be.
Or you can call my office at (559) 583-8033. If I’m not
available leave a message on the recorder and I’ll get
right back to you. Just so you know when I’m focused on
writing I don’t typically answer the phone but let the
machine take the message. It’s nothing against you, but a
practical matter of not interrupting the flow of what I’m
writing at the time.
If you need me in a hurry, try my mobile phone - (559)
816-4831. If I'm free I'll pick up and we can talk right
away or schedule a better time for a more in-depth
conversation.
Another way to get a quick response is to
email me.
I check email at least two times a day and sometimes more
often.
One last thing. If all you need is a little copy tweak on
an existing package or website to breath new life into your
marketing, I’ll let you know. I’m not interested in leading
you down the garden path. I’m sure your time is just as
valuable as mine. I promise not to waste it. And if your
marketing copy doesn’t need a full rewrite, I’ll tell you.
The Droast Copy guarantee
I absolutely guarantee you’ll love your copy or I’ll revise
it at my cost. If need be, I’ll revise it twice within 30
days of final submission. Entirely at my expense. Either
you get a response or I revise it so you do.
Please keep in mind that I’m not in the “A” level
copywriter price range yet. But I don’t work for peanuts
either. So if you’re looking for an elephant-sized project
for mouse-sized fees we probably won’t be a good fit.
So fill out the
contact form right now. The sooner you
fill it out, the sooner we can get started.
But before I forget: Please don’t bother me if you…
a. …sell illegal products or you send spam email
b. …market porn or anything related to the “Adult Industry”
c. …want me to misrepresent your product
I just won’t work with folks involved in those types of
businesses.
Your Sales Partner,
Perry
Droast
Perry Droast
P.S. If I feel I really can’t help you, I’ll let you know
right away. I’m always happy to part friends. But if we do
decide to work together, get ready for some fun. Together
we’ll create a profitable chapter in your business life.
P.P.S. You may read my privacy policy by clicking
here. For credit card purchasers
you may read my refund policy by clicking
here.
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