PART II: YOU ARE YOUR TARGET AUDIENCE

What’s In It For Me?

It’s ALL about value adding. If I were to actually take a moment out of my busy day, and experience your Web endeavor for the first time…

“The challenge you face is that people don’t care about you. They care about themselves, which is pretty natural.”

- Seth Godin
Flipping the Funnel [Companies Edition]

• What is my very first impression, visually, of your site?
• Are you using obnoxious/psychotic color schemes, hard-to-read fonts and/or multi-media over-load…
• Or, is your page clean, crisp and completely devoid of truly unnecessary noise and clutter?
• Is your color/font scheme aesthetically pleasing to the eye?
• Does your layout represent single-focus, which a clear and definitive call to action?
• What real value are you actually adding to me?
• Does the amount of value {you seek to add to me} inspire me to naturally share your Web site with others, based on simple excellence?
• Can you actively pinpoint each of the viral techniques both present, and missing, in each of your Web endeavors?

This one Principle, alone - if mastered with passion and zeal - will conservatively increase your base-rate chances of outstanding success by at least double.

Do NOT, for love of all that is precious in your life, promote something that you are not whole-heartedly sold on - as the end-user: failure is a statistical certainty waiting to happen.

Compelling Copy

Thousands of books have been written on the subject and more are being manufactured daily… A subject that most people have a difficult time - at best - to actually sit down and learn just the fundamentals of.

And with good reason - it’s Real Work.

However, you will be simply astounded - if not outright floored - when you pay your Due Diligence and see just how much per hour top Sales Copy writers are thoroughly enjoying.

And they can easily command these prices because the amount of people that actually can write juicy, hypnotic copy are very far and exceptionally few in between…

People like Henry Gold, Brett McFall and Alex Mandossian. Is yours up to snuff?

Remember the Great Internet Marketing Caveat: Your Web, sales, and autoresponder copy.

Why?

There’s a whole lot of it out there that comes across as just plain cheesy. Pay your due diligence and start your own private swap file of both on and off line ads/sales copy that:

• Totally grabs you, or…
• Leaves you with the impression that a chimpanzee would most likely have created a better ad or superior sales copy!

The former is to inspire you to write your own compelling sales copy [not to plagiarise, of course]…while the latter is to inspire you to see all advertising in a whole new light…

Whether it be radio, TV, Web, etc.

Specifically, how you would make a bad ad or sales copy compelling; and really compelling sales/JV copy or ad irresistible. Take some time each and every day to gain further mastery in copy writing. In as few as a few short months - even weeks - you’ll find yourself able to quickly and easily adapt to [and emulate] quite a number of different writing styles and ‘voices’. Furthermore, you will start to naturally pick ads and copy apart and ‘rebuild’ them almost subconsciously.

When that happens, compelling copy will begin to flow out of you like a refreshing babbling brook!

Just imagine the untold money you’ll save alone writing your own copy and money saved is money earned, not to mention the fact that you’ll be cultivating a high-paying skill in huge demand.

The best part, however, is the fact that you do not have to rely on someone else’s concept of ‘good’ copy - heck, you’ll be quickly designing your own in practically no time!

If the extent of your effort is merely to present your offerings in a bland, uninteresting way, then whether or not you actually make the sale depends solely on your price, and the visual information I can glean from the quality of your photos.

If I actually, really want your offering bad enough, I might convince myself to send you an e-mail with a question or two.

However, that detracts from both my precious time and overall user experience - unless I want your item THAT bad; which I most seriously doubt - all things being what they are.
Let’s face it - we live very harried lives with a bazillion things “taxing” our extremely limited time and financial resources.

If you do not inspire me to keep reading - for my own personal enjoyment - you have a better than a 99% chance of loosing my - and countless others’ - interest and business.

Why? With just eBay, alone, I have millions of consumer choices at my immediate fingertips. And that doesn’t even factor in the other 70+ million Web Sites, my bills, children’s needs, etc., etc.!!!

However, when you inject your personality into your descriptions and storefront, and it’s one I find somewhat intriguing - at the very least - you’ll inspire me to read on a little farther.

And maybe even put your site in my fave’s so I can get get back to it at a later date. Perhaps your Character even persuaded me to make a modest purchase! One thing’s absolutely certain, though - you will sell far more, far quicker, by putting some real personality into your copy! Remember…

The globalised attention span is about as long as the average cell phone antenna.

With a little bit of extra time invested - you may very easily find your sales doubling, tripling even quadrupling; far greater than what they would have been if you would have just “let happen as it may”… test, Test, TEST!

The primary way the world will know you is by your copy; convince us you’re worth knowing - because you get one shot - and friends do business with friends, over strangers!