I've been a Sales Writer/Marketing Coach since 2001.
**WHY DOES MY SALES COPY GET MORE BOTTOM LINE RESULTS THAN OTHER WRITERS?
On p4 of Scientific Advertising, Claude Hopkins writes:
*The best (advertising /copywriting people) we know have been house-to-house canvassers. They may know little of grammar, nothing of rhetoric, but they know how to use words that convince.Â There is one simple way to answer many advertising questions. Ask yourself, "Would it help a salesman sell the goods?" "Would it help me sell them if I met a buyer in person?" A fair answer to those questions avoids the countless mistakes. But when one tries to show off, or does things merely to please himself, he is little likely to strike a chord which leads people to spend money.*
Â A. For a time I was just that: a house to house canvasser. The CEO of Roofshield, [the leading roofing company at the time] wrote in a reference:Â
*â€œWhilst in our employ, Bill was found to be an excellent [house to house] canvasser and would have been one of the best ever employed by our Company.â€*Â
They also employed the best, so I was arguably the absolute top house to house canvasser in the whole of Australia at the time.Â
**And if house to house canvassers make the best advertising/sales copy writers, you can expect my sales writing to get better results than any other for the price.Â **
B. Â In p257 of Tested Advertising Methods by John Caples, he writes: People [including buyers and advertising industry peer group] tend to vote for so called â€œcleverâ€ ads in an opinion test.Â However simple ads usually beat â€œcleverâ€ ads in a sales test.Â The ads. that win awards in the advertising industry are not the ones that generate the most sales!
C. Let me tell you a story. When I was 13, My father and mother had a friend in their social set, a large and gregarious man, a solicitor names Angus.Â One dayÂ I remarked, not out of any hurt or bitterness, but just as an observation:Â Angus is false Mom! She objected strongly.Â Three years later, she worked as Office Manager to Angus. She came home from work one day, most annoyed and disappointed.Â â€œYou know, you were right.Â Angus is definitely false!â€Â I do not know why, but for some reason since I was young, I had insight into peopleâ€™s innermost motivations. I have since honed the skill to razor sharp so my copywriting taps deep emotions, unearths secret fears, highlights hopes and ultimately **â€¦ gets people to respond to your offers!**
D. For 35 years I have been in business for myself, either self employed or as a coach-sales writer.Â Â You see, **I DONâ€™T THINK LIKE A WRITER, I THINK LIKE A BUSINESS OWNER LIKE YOU.**Â
Consequently, when I write copy for you, I am ever mindful of your customers and clients as if they were my own.Â
E. Don Hauptman, author of the famous mail-order ad, Speak Spanish Like a Diplomat!Â says that when he writes a direct-mail package, more than 50% of the work involved is in the reading, research and preparation.Â Less than half his time is spent writing, rewriting, editing and revising. *Recently a client hired me*Â [Don Haupman] *to write an ad on a software package. After reading the background material and typing it into my word processor, I had 19 single-spaced pages of notes.Â How much research is enough?Â Follow Blyâ€™s Rule, which says you should collect at least twice as much information as you need - preferably three times as much.*Â *Then you have the luxury of selecting only the best facts, instead of trying desperately to find enough information to fill up the page.
***The thing I do more than others is RESEARCH.Â That's why my bid is probably the highest...Â and isn't is WORTH making sure your copy connects wih customes and clients?Â
QUESTION: HOW DO I TELL THE DIFFERENCE BETWEEN COPY THAT LOOKS GOOD AND COPY THAT SELLS?**
This is not the answer you want but Iâ€™m going to be brutally honest!Â
**You canâ€™t tell just by looking at it!**
The difference is more often than not in RESEARCH regarding the client .
Many full time copywriters will be strong on asking you what you want to please you, to impress you, to bend over backwards to get your ratings. Thatâ€™s fine BUTâ€¦I ask you MANY questions about your clients, their needs, their desires, their demographics & psychographics if you know them.Â
I ask **â€œWHAT DO THEY SAY?â€Â Â **
Depending upon the nature and size of the project, I will ask you up to 87 questions in a Marketing Diagnostic. The more completely, honestly, <font color= "#000000">accurately, and in depth you can answer the questions, the more effective your sales copy will be.Â By the way, these are questions formulated by Jay</font> <font color= "#000000">Abraham, Brad Sugars & Bob Bly who says:
</font> *Successful direct mail focuses on the prospect, not the product.Â The most useful background research you can do is to ask your typical prospect, â€œWhatâ€™s the biggest problem you have right now?â€Â The sales letter should talk about that problem, then promise a solution.*
I donâ€™t just presume I know.Â I take the seat of a student and LEARN from you.Â I ask you questions recommended by such masters as Jay Abraham, Brad Sugars or Bob Bly such as:
** a) Who will buy the product? (What markets is it sold to?)
b) What is the customerâ€™s main concern? (Price, delivery, performance, reliability, service maintenance, quality efficiency)
c) What is the character of the buyer?
d) What motivates the buyer?
e) What is their one greatest fear?Â â€¦ or greatest fears
f) How many different buying influences must the copy appeal to?
**a) What are your products features and benefits? (Make a complete list.)
b) Which benefit is the most important?
c) How is the product different from the competitionâ€™s? (Which features are exclusive? Which are better than the competitionâ€™
## Area of Expertise
**First, check what a reviewer on another freelance site says:
Comments: --This Australian Writer is above and beyond what I wanted.-- I highly recommend him for writing articles. Excellent writer with fast completion. He was always available to communicate with freely, and delivered exactly what I asked for. Extremely efficient and fast working. Bill's work is incredible. Be prepared to be blown away with the quality of his writing and research. If youâ€™re looking for a quality writer and excellent service look no further. He deserves a Nobel Price !! Bill delivered work in practically no time. And at a very reasonable price. His writing is impeccable and remarkable. Bill has great natural talent for creative writing. He can make dull topics come out as super interesting. He is an asset for person or any business. A+ in quality and punctuality.
**Let The Results Speak For Themselves**
Here are the Results of my last 12 Campaigns for Advertising, Copywriting, and Coaching.
Note Campaign 2 was Website Writing and I got 328% return on investment.
**Campaign 1:** (Brisbane, Australia)Advertising: $2,769, Inquiries 839, Sales (99) $4,884, Return on advertising 176.3%%
**Campaign 2:** (Internet)Advertising = $130, Hits about 800, Inquiries 8, Sales = $427 Return on Advertising 328%
**Campaign 3:** (Brisbane)
My Lead Generation System Quadrupled my Clientsâ€™ Business.
Before my Campaign, my client had:
5 clients @ $3,500 in 6 months
After my campaign, they had
11 clients @ $5,000 in 3 months
513 leads, 50 appointments, 29 presentations, 11 clients.
**Campaign 4:** (Brisbane)
12 Sales Letters, 4 Presentations, 2 Clients.
**Campaign 5:** (Muar, Malaysia) In English only
360 x A4 flyers for letterboxes. No response. Only RM 28 loss.
This shows the imporatnce of a PIILOT STUDY before a full roll out.
**Campaign 6:** (Muar, Malaysia) English only.
100 x A4 flyers handed out, Income RM 750, 15,000% Return on Advertising.
**Campaign 7:** (Muar, Malaysia) In Chinese only.
750 x A4 flyers - (RM 30), 12 enquiries (1.6%), 6 presentations, 15 Students (RM 4,000+).
13,000% Return on Advertising!
**Campaign 8:** - (Malaysia)
1 Letter in English & Chinese, 730 letters to businesses from Yellow Pages.
Translation + Advertising RM 846.43
5 incoming phone calls (some unsuitable), 1 sale, 1 referral, 1 back end sale.
Income RM 4750.00 with repeat business to come.
Return on Advertising 561%
**Campaign 9:** 20/04/07
Half page Tower Ad 1. RM 400
Calls 10, Presentations 9, Closes 3, Income RM 800
Return on Advertising - 200%
**Campaign 10:** 05/05/07
Half page Tower Ad 2 RM 400. Calls 31, Presentations 14, Closes 4,
Income RM 1780, Return - 445%
**Campaign 11:** 06/07/07 This was the same copy as above but graphics removed.
A6 size Ad RM 200, Calls 18, Presentations 8, Closes 5
Income RM 2620, Return - 1300%
The high response shows the significance of TESTING.
**Campaign 12:** Results not yet in.
A6 size Ad RM 200,