Netwriting Masters 202

Ken Evoy support at sitesell.net
Tue Jun 3 22:14:27 PDT 2003


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The Netwriting Masters... an intensive 5-Day e-mail 
course on how to write sales-clinching copy on the Net.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
If you have a friend who would benefit from taking this
course, please pass this on.  Or tell that person to receive
the 5-day course by sending a blank e-mail to...

proventwms at sitesell.net
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Refer to this course over and over again as you refine your
NETwriting skills and become an effective e-persuader. Print
each e-mail out, pour yourself a beverage of choice, bring
along a pen to jot down some ideas, and take it all to your
favorite sofa. This is serious -- your online words must
SELL. Go for best learning results -- get comfortable. :-)  
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Wed Jun 04 01:14:23 2003 
Netwriting Masters 202
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Nice to have you back again!

Got your MWR firmly planted in your brain?

Great!  But wait!  Don't put your shovel away just yet!

Have you made notes about the MYWS! site regarding MWR,
Opening Headline, Opening Paragraph, Sub-headings, Link to
Order Page, and Body Copy?

What do you mean, "The dog ate it?"  If you have not yet
done so, review the MYWS! site.  Read it with the following
in mind...

"How are these WORDS affecting me?  What are these words
trying to do?"

In other words, try to see into MY mind as I try to get
inside my customer's MINDSET.

You'll learn a lot more from the remaining four days that we
have left together, if you do this.

http://proven.sitesell.com/myws/

-----

Today we work on the foundation for a successful e-business
(any commercial venture, to be precise).

Surprised?  Are you thinking to yourself?...

"Where's the keyboard action?" or...

"What about formatting?" or...

"No headline creation?"

Well, just like most things in life, you can't skip to the
front of the line, without some unpleasant consequences.

Great sales copy is no different.

Pro Netwriters recognize this and follow a methodical
approach in their work.  They know that each action
determines the strength of the one before and after it.

Every word-headline-sentence-paragraph has a persuasive role
to play.  And when each one is in sync, the whole sales
package becomes seamless,focused...

Powerfully persuasive.

That's why you still need your shovel.  A firm foundation is
critical for whatever actions you take from now on.

So let's go back to ground level.

--

Your business, whether it is...

o big or small,

o pioneer or mature,

o high-tech or labor-intensive,

o top-end or bargain-basement,

... depends on the perceived value of your product (or
service) by your customers.

If they do not see a benefit or "what's in it for them,"
then their relationship with you will go no further.

Your prospective customers will look elsewhere.  And your
competitors are always willing and waiting to greet them.

--

How do you prevent this?

*Know your target or ideal customer.*

He or she represents the majority of people who would be
specifically interested in your product or service.

No tire-kickers...  no curious cruisers...

... just prospects with a specific interest in your
specific business.

You have to understand their thoughts and feelings, figure
out their personality type, sense what makes them tick...

Basically, you have to get inside their heads.

Once you know your customers, you can anticipate their
wants, appeal to the right emotions and show them how your
product/service will benefit them.

We both know what happens then.  Value always outweighs
financial cost in a shopper's mind.

You make the sale!

And a satisfied customer is a lifetime customer.

--

On the Net, you don't have the luxury of face-to-face
contact or a slow pace to get to know your customers.

That's why it's critical to develop a thumbnail sketch of
your target or "ideal" customer before you begin to write
any sales copy on your Web site.

Remember your words are like a virtual salesperson, behind
the counter or stationed in the aisle.

Your sales copy has to make your "ideal customer" feel that
you are talking to her, one-on-one, welcoming her, providing
attentive service and fulfilling her wants.

You cannot write successfully unless you know her mindset.

-----SIDEBAR-----
Bingo!  This is one of several key points that sets MYWS!
apart from other Netwriting books.

Actually, the biggest difference about MYWS! is that it is
the ONLY copywriting book written from the ground up, purely
*FOR* the Net... and written *BY* two authors who have been
there, done that and sold the t-shirt on the Net like no one
else has.

Some books focus only on the mechanics of copywriting -- for
example, the type of words to use or the structure of the
sales message.  Other manuals rely on analyzing examples of
someone else's work.

Neither approach takes into consideration the critical
factor of the customer's mindset when writing sales copy.
How can you be an effective persuader if you don't know who
you are talking to?

In MYWS!, the customer is always front and center.  Her
mindset is a constant thread throughout the book.

MYWS! shows you how to get "inside" your ideal customer,
right down to personality type.  Four dominant types are
outlined in MYWS! -- and it explains how to write for each
type.

http://proven.sitesell.com/myws/

As a bonus, you get to know *YOUR OWN* type at the same
time.  Why is this so important?  Because some types clash.
If you write copy to please yourself, you'll sell
yourself.  But you won't make money that way.  ;-)

Remember, *you* (and therefore your personality type) are not
necessarily your own best customer.

--

Oh, by the way... when we talk about a customer, we'll use
the feminine pronouns ("she, her").  Why?  Two reasons...

1) To jar your thinking -- we are all so used to reading
"he" and "his."  Reading the female pronouns will remind you
to think that *PEOPLE*, males and females, will be reading
your words.

2) To drive home the fact that women account for 80% of
purchases on the Net.  "Normal" use of the male pronouns
would keep you "thinking male."

http://proven.sitesell.com/myws/
-----SIDEBAR----


A thumbnail sketch of your ideal customer paints a picture
in your mind of who you are dealing with...

... and more importantly, who you are writing for.

Success will not come if you write for yourself.  You don't
need to be persuaded.  *YOU* already know and love your
product.

Write for your target customer -- her needs, wants,
worries, interests.

-----SIDEBAR-----
Boil your target down to a single, ideal customer.  Picture
her.  Now write for her.  Thinking of a single person
automatically helps your copy feel "one-to-one" as you
write.  If you think of thousands of people as you write,
your copy will take on an impersonal, "broadcast" tone.
-----SIDEBAR-----


Got that thumbnail sketch of your ideal customer yet?  Only
*THEN* can you figure out what gain you can offer, or what
pain you can cure.  Simply put, the benefits.

So dig around and find those details that describe your
target customer.  For example...

o Baby boomer?  Senior citizen?  Techie?  Collector?
Freelancer?

o Family?  Single?  Partners?

o Money concerns?  Stressed for time?  Unhappy at work?

o Risk-taker?  Energetic?  Self-starter?

o Net savvy?  Newbie?

o Cautious?  Relationship-builder?  Committed?

Make your sketch as comprehensive as you can.  If your
product has more than one kind of consumer, do a profile for
each major type.

Don't forget to check out where your traffic to your Web
site is coming from.  Is it through a Search engine, or
through the promotion of your URL in an ad or newsletter?

This information will give you another clue as to your 
visitors' mindsets when they arrive to read your sales copy.  
Why?  Because "ad traffic" is tougher to persuade than 
customers who arrive via Search Engines.

-----SIDEBAR----- 
Why?  Why is ad traffic tougher?

Geez, you ask "Why?" a lot!  ;-)

Because if people find you via an ad, they know they've been
"pitched."  And they know another pitch is coming.  So they 
feel that *YOU* are using *THEIR* time.

But if they find you via Search Engines, ah-h-h-h...  :-)

*THEY* were looking for *YOU*!  They found you via a keyword
search, so they are targeted.  And they feel smart for
finding you.  You are already half way home, because *THEY* 
were looking for, and found, *YOU*!

As the Net gets more and more congested, you need a strong,
effective, and cost-efficient way to build traffic via the
Search Engines (SEs).

The future for Search Engines is vector-based analysis.
Don't worry about the techie-term... it means that they'll
focus more and more on good theme-based content.

Here's how to deliver what the engines are looking for, AND
what your customers are looking for...

Site Build It!
http://buildit.sitesell.com/
-----SIDEBAR----- 


Back to your ideal customer's mindset...

Is she feeling cynical and impatient? Or enthusiastic and
information-seeking?  Ready to be persuaded?

You have to write the right words to get her to stay.

-----SIDEBAR-----
The Keywords your visitors enter in the Search Engines give
you a strong indication of their level of interest, as well
as the kinds of benefits they are looking for.

Make Your Site Sell! 2002 (MYSS! 2002) discusses in detail
how to generate keywords and how to create SE-optimized
pages.

MYSS! 2002 will strengthen your ability to attract targeted
visitors with an open-to-buy attitude.

It's full of nitty-gritty "how-to" information to drive
traffic to your Web site, both online and off.  Not a single
time-waster in the lot.

For more information, visit the MYSS! 2002 site...

http://proven.sitesell.com/myss/

--

And the free 5-day Affiliate Masters Course also shows you
how to develop traffic and sales through the proper use of
keywords.  Even if you're not an affiliate, you'll find this
information useful for selling your own products...

proventwms at sitesell.net
-----SIDEBAR-----


Take your time as you build your foundation/thumbnail
sketch(es).  The effort you put in now is going to hold up
your Web site and...

... your business.

Remember the next Web site for your visitor is only a
mouse-click away.  And realistically, that next site
probably belongs to a competitor.

Your words are always competing with a ticking clock.
A rather sobering thought, isn't it?  Life on the Net is
fast, but you can handle the speed if you are prepared.

See you tomorrow.

-Ken

P.S.  Almost forgot your homework.  Please write out, point
by point, a detailed thumbnail sketch of your ideal
customers.

Oh, by the way...

It might be easier to jot your ideas down with a pen or
pencil rather than with that shovel.  You can put the shovel
back where it belongs.  You're finished building the
foundation. ;-)

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Contact info: E-mail us at support at sitesell.com
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Written by Ken Evoy, M.D.
President, SiteSell.com 
(c) copyright 2003 SiteSell.com 
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"Make Your Words Sell!" TM SiteSell.com 
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