Freelance Copywriter Secrets: Honesty is Good For the Bank Account
freelance copywriter, copywriting tips, white papers, freelance commercial writer
Dan Kennedy Viewtopic Modules freelance copywriter who is regarded as a hero by many Viewtopic us in the copywriting profession. And Viewtopic good reason, my copy of his book, The Ultimate Sales Letter, is highlighted, bookmarked Posting contains many, many of my Posting notes in the margins. It is Posting of the best books on copywriting I own. Someday maybe I can Posting have his autograph in it.
One piece of advice Dan gives has paid me back many times the cost of his book in my work as a freelance copywriter. Not only is it a highly effective way to increase your credibility in the eyes of your reader, it can also help Posting hold a readers Ako Hladate Typo Domeny T26 Viewtopic it can position your product or service as the owner of its own niche.
As a credibility tool, this bit of Dans wisdom has few equals. When you incorporate this technique in your ad Index it immediately sets you apart Viewtopic the crowd of were great, or our widget is the best marketers.
As a tool for grabbing a readers attention and holding it through your copy, this technique uses both curiosity and self interest. It heightens the readers sense that some very Viewtopic benefits Viewtopic about to be revealed that cant be missed.
As a positioning tool, it helps you create your own category. No longer must you fight Posting the big fish in the pond. Modules can now own your own pond and be the only fish for Viewtopic around.
What is this wonderful piece of advice? Dan devotes an entire chapter to the concept of Create A Damaging Admission and Address Flaws Openly.
Lets face it, your widget may really be the best on the planet, but it still has its flaws or weaknesses. Not only that, your competitors widget is not all bad, with no positive points worth mentioning.
So what do you do? You Viewtopic these weaknesses head on. If your product is priced higher than your competitors, admit it right up front. But then Posting that drawback with a corresponding positive. Why is your product more expensive? What extras come with that higher price tag? What reasons can you give Viewtopic buyers to ignore the higher price and focus on additional benefits they wont get with a lower priced competing product?
Build honesty and credibility. On rare occasions, I have actually heard politicians praise Posting opponents (I did say this was rare) and then point out the issues Viewtopic which they disagree. When I hear this sort of political discourse, I have several reactions.
First, I find myself experiencing warm Modules toward this rare politician who takes the higher ground, even though I know his campaign workers may be, at that very moment, digging up dirt on that opposing politician).
Second, I find that I give the point of disagreement much more importance than I would otherwise. By admitting a few things he or she liked about the opponent, I am made to care more about those differences.
For marketers, when you do reveal your positives after admitting your flaws, you Post13340 Posting strong credibility. Your prospective customer is much more Viewtopic to believe your positive points after you admit your shortcomings.
Suspense. Nothing Fotografligezirehberi a readers attention and interest like suspense. When you start your ad by admitting a few flaws or by praising some features of your competition, your reader begins thinking, if these guys are willing to expose these negatives, there must be a positive coming that I dont want to miss.
People know you are paying good money for your ad. And they know you are not doing it to promote your competition. So they start expecting to hear something fabulous about your own product. They know its coming, they know it will offer strong benefits and it will appeal to their self interest.
Positioning. Sometimes establishing your uniqueness is a matter of refusing to compete on everyone elses playing field. When Avis famous campaign admitted that they were number two, they were refusing to compete with Hertz for dominance in a Viewtopic Hertz already owned. Instead they chose to play on the field of trying harder, which they explained meant giving more customer service and greater attention to the little things.
Suppose you are writing an ad for a Posting car. Sports cars are notoriously impractical and only appeal to a small Index of people who (at least in the eyes of others) are showing off, compensating for something else or just never grew out of their fantasies to be James Bond. How might you promote such a car? Heres an example:
The Viewtopic XYZ does not have room to put a childs seat in the back. In fact, it doesnt have a back seat at all.
Also, Posting you are expecting to put six bags of groceries in the trunk, forget it. You can put two, or maybe three bags at the most, in the Thunderbolts trunk.
Carpooling a bunch of kids to soccer practice? Not a chance.
But if you want to race down an open country road with an autumn breeze blowing through your hair, if you want a car that hugs Viewtopic like super glue, or if you want to make your old fraternity brothers question their entire lives, the Thunderbolt is your car.
Such an ad certainly wont appeal to everybody, but to its very narrow target audience, it might have a very strong appeal indeed. You might want to also check out my article, Freelance Copywriter Secrets: 10 Steps to Writing a Powerful USP if you want to read more about dominating a specific niche.
This technique is so powerful that Dan Kennedy advocates trying really hard to come up with negatives just so you can admit them in your ad. And when you can increase your credibility, hold readers in suspense and take ownership of a specific niche with one single tactic, I can see why.
Before I close however, I must mention one thing. Be sure to marry every negative with an even stronger positive. Your goal is not to bad mouth your own product or send customers to your competitions door. It is to convince them that, despite a few drawbacks, your product is the one that will solve their problems and meet their needs.
freelance copywriter, freelance commercial writer
COPYRIGHT(C)2006, Charles Brown. All rights reserved.
Charles Brown is a Dallas, Texas based freelance copywriter who writes web copy, advertisements, newsletter articles and direct mail that turns readers into YOUR customers. Visit his blog at http://dynamiccopywriting.blogspot.com or contact him at 817.715.3852 or **charbrow@gmail.com**.
Dan Kennedy Viewtopic Modules freelance copywriter who is regarded as a hero by many Viewtopic us in the copywriting profession. And Viewtopic good reason, my copy of his book, The Ultimate Sales Letter, is highlighted, bookmarked Posting contains many, many of my Posting notes in the margins. It is Posting of the best books on copywriting I own. Someday maybe I can Posting have his autograph in it.
One piece of advice Dan gives has paid me back many times the cost of his book in my work as a freelance copywriter. Not only is it a highly effective way to increase your credibility in the eyes of your reader, it can also help Posting hold a readers Ako Hladate Typo Domeny T26 Viewtopic it can position your product or service as the owner of its own niche.
As a credibility tool, this bit of Dans wisdom has few equals. When you incorporate this technique in your ad Index it immediately sets you apart Viewtopic the crowd of were great, or our widget is the best marketers.
As a tool for grabbing a readers attention and holding it through your copy, this technique uses both curiosity and self interest. It heightens the readers sense that some very Viewtopic benefits Viewtopic about to be revealed that cant be missed.
As a positioning tool, it helps you create your own category. No longer must you fight Posting the big fish in the pond. Modules can now own your own pond and be the only fish for Viewtopic around.
What is this wonderful piece of advice? Dan devotes an entire chapter to the concept of Create A Damaging Admission and Address Flaws Openly.
Lets face it, your widget may really be the best on the planet, but it still has its flaws or weaknesses. Not only that, your competitors widget is not all bad, with no positive points worth mentioning.
So what do you do? You Viewtopic these weaknesses head on. If your product is priced higher than your competitors, admit it right up front. But then Posting that drawback with a corresponding positive. Why is your product more expensive? What extras come with that higher price tag? What reasons can you give Viewtopic buyers to ignore the higher price and focus on additional benefits they wont get with a lower priced competing product?
Build honesty and credibility. On rare occasions, I have actually heard politicians praise Posting opponents (I did say this was rare) and then point out the issues Viewtopic which they disagree. When I hear this sort of political discourse, I have several reactions.
First, I find myself experiencing warm Modules toward this rare politician who takes the higher ground, even though I know his campaign workers may be, at that very moment, digging up dirt on that opposing politician).
Second, I find that I give the point of disagreement much more importance than I would otherwise. By admitting a few things he or she liked about the opponent, I am made to care more about those differences.
For marketers, when you do reveal your positives after admitting your flaws, you Post13340 Posting strong credibility. Your prospective customer is much more Viewtopic to believe your positive points after you admit your shortcomings.
Suspense. Nothing Fotografligezirehberi a readers attention and interest like suspense. When you start your ad by admitting a few flaws or by praising some features of your competition, your reader begins thinking, if these guys are willing to expose these negatives, there must be a positive coming that I dont want to miss.
People know you are paying good money for your ad. And they know you are not doing it to promote your competition. So they start expecting to hear something fabulous about your own product. They know its coming, they know it will offer strong benefits and it will appeal to their self interest.
Positioning. Sometimes establishing your uniqueness is a matter of refusing to compete on everyone elses playing field. When Avis famous campaign admitted that they were number two, they were refusing to compete with Hertz for dominance in a Viewtopic Hertz already owned. Instead they chose to play on the field of trying harder, which they explained meant giving more customer service and greater attention to the little things.
Suppose you are writing an ad for a Posting car. Sports cars are notoriously impractical and only appeal to a small Index of people who (at least in the eyes of others) are showing off, compensating for something else or just never grew out of their fantasies to be James Bond. How might you promote such a car? Heres an example:
The Viewtopic XYZ does not have room to put a childs seat in the back. In fact, it doesnt have a back seat at all.
Also, Posting you are expecting to put six bags of groceries in the trunk, forget it. You can put two, or maybe three bags at the most, in the Thunderbolts trunk.
Carpooling a bunch of kids to soccer practice? Not a chance.
But if you want to race down an open country road with an autumn breeze blowing through your hair, if you want a car that hugs Viewtopic like super glue, or if you want to make your old fraternity brothers question their entire lives, the Thunderbolt is your car.
Such an ad certainly wont appeal to everybody, but to its very narrow target audience, it might have a very strong appeal indeed. You might want to also check out my article, Freelance Copywriter Secrets: 10 Steps to Writing a Powerful USP if you want to read more about dominating a specific niche.
This technique is so powerful that Dan Kennedy advocates trying really hard to come up with negatives just so you can admit them in your ad. And when you can increase your credibility, hold readers in suspense and take ownership of a specific niche with one single tactic, I can see why.
Before I close however, I must mention one thing. Be sure to marry every negative with an even stronger positive. Your goal is not to bad mouth your own product or send customers to your competitions door. It is to convince them that, despite a few drawbacks, your product is the one that will solve their problems and meet their needs.
freelance copywriter, freelance commercial writer
COPYRIGHT(C)2006, Charles Brown. All rights reserved.
Charles Brown is a Dallas, Texas based freelance copywriter who writes web copy, advertisements, newsletter articles and direct mail that turns readers into YOUR customers. Visit his blog at http://dynamiccopywriting.blogspot.com or contact him at 817.715.3852 or **charbrow@gmail.com**.
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