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When It Comes To Effectively Marketing Your Business, It's ALL About The Words...
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I hope you had a great 4th of July holiday. I know I
did.
I spent the last 7 days traveling from a very exclusive Internet Marketing Summit in Austin, Texas and then up to New York City (my old stomping ground) to see
some friends for the 4th of July holiday. The energy in
Manhattan never ceases to amaze me. If you've never been
you need to go.
Anyways, when fly I tend to get a
lot done and come up with new ideas since being on an
airplane is one of the very few places in the whole world
where there is NO phone access and NO internet access which
equals NO distractions. I love that.
So naturally, I got
to thinking…
…About marketing, of course.
For those of
you who know me personally, you know that I eat, sleep and breathe marketing. I am very fortunate to work alongside
some of the most talented and wealthiest marketers in the
country on a regular basis. The more I study modern day, 21st century
marketing the more I realize that EVERYTHING is
marketing…
…From the words in a TV or newspaper
advertisement, to the words on magazine covers, to the
words on a cereal box. It’s all about WORDS, right? Words designed to get YOU to take action.
And THAT my friend, is marketing.
Pay close attention next time you go to the
grocery store or the drug store. You are constantly being
marketed to with WORDS. From the food you buy to the
magazine cover that gets your head to turn at the checkout
counter.
That being said, the internet has created a
massive opportunity for the skilled marketer to thrive
without doing the customary legwork and engaging in
personal contact with their prospects by merely using words.
So how do you capitalize?
Well, the one skill you
need to focus on in order to succeed in effectively
marketing your home business enterprise is...
Copywriting.
It should
come as no surprise that your copywriting skills must take center stage if you want to succeed long term as a home
business owner and entrepreneur. Simply put, copywriting is putting
your sales message into...you guessed it: WORDS.
Since the face to face
encounter has essentially been eliminated you need to be
able to convey your pitch through the words on the pages that your prospects are reading whether that be an email, a sales letter or an advertisement.
A great way to polish
your copywriting skills, even if you've never written a
single word of ad copy before, is to create what’s called a “swipe file.” This is just a file of already successful ad
campaigns.
Swipe files are incredibly useful tools. Every
major player in the direct marketing world keeps a swipe
file and for good reason. Everybody gets stuck for words
and ideas at some point. When this happens it's good to have an example of past successes to go to and freshen your creative juices so to speak, and get the words flowing
again.
What should your file consist of?
You should
gather any material that has spurred you to take action, whether its purpose was to get you to buy something or just
leave your name and email address. Copy the good stuff and
study it. Realize what was in the ad that made you take
action on the offer.
Look for layout designs as well. Bulleted
lists are a big direct marketing tactic along with action words,
headlines and sub headlines. You'll notice certain words popping up along with questions and statements that are all
fairly alike but are tailored to specific products and
services.
That's the key to a good swipe file. Gather a
wide array of different styles from different copywriters and mold the message to your
particular target audience. Study the material and write
out many different versions of the same ad. Practice your
art and perfect it.
A word of caution though…
You never
want to copy an ad word for word. That's plagiarism and
it's illegal. In other words, don't take the word copywriting literally here ;)
Use your swipe file as an aid only, to
sharpen your copywriting skills and make you better at
marketing because remember, at the end of the day...
EVERYTHING is marketing.
Whatever you do, DO NOT take copywriting
lightly. It is your ticket to success in every business endeavor you
will ever take ownership of.
Take action. See you next week…
Your partner on the inside,
Andrew J. Cass
Home Business Development Expert
(212) 969-9930
www.TheHomeBusinessInsider.com
About Andrew J. Cass:
Andrew J. Cass is a Home Business Development Expert, Marketing Consultant and Certified Dan Kennedy No B.S. Business Advisor. He is in the top 1% of income earners in the Direct Marketing and Home Business industry.
Andrew coaches and mentors Home Business Owners and Entrepreneurs from all over North America who want to be their own boss, control their own destiny and earn unlimited income from home.
www.AndrewJCass.com
Copyright 2007 - One LifeStyle Marketing, LLC
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