HOW POLITICIANS CAN PERSUADE PEOPLE TO TAKE THE COVID-19 VACCINE

Why are people so resistant to taking the COVID-19 vaccine?

There are a number of reasons for this…

…but the biggest is the inconsistent messages put out by authorities.

You see, I recently read an extremely interesting thread on Twitter.

The person who wrote this thread claims to be involved in high level political messaging.

According to them * this * is what politicians need to do:

1. Stop using guilt

Understand that guilt will never makeanyone take the vaccine. This is because guilt only works when people buy into your premises and moral frameworks. In fact, if people think you’re using guilt as a persuasion tool their views will only harden.

2. Respect people

Normal people are concerned that power will be used against them. If there’s no respect they will expect these abuses of power and they will naturally distrust you. At this point they become impossible to persuade.

3. Understand your audience

The powers that be seem to believe that it’s enough to announce their credentials and expertise. Instead you need to understand your audience and validate their concerns.

4. Build trust

Remember, if people don’t trust you nothing matters. Without trust they see you the same way they see a used car salesman. In this case all of your persuasion attempts will only serve to increase their skepticism of vaccines.

5. Avoid contradictions

The governments messaging has been contradictory, inconsistent, and cynical. A good example of this is politicians who go to restaurants and hair salons without masks…while ordinary people stayed inside and had their businesses shut down.

6. Admit to mistakes

These contradictions are the biggest reason why people are so skeptical. Politicians need to admit this skepticism is somewhat justified. They also need to admit that many mistakes were made.  

These points can be combined into a message which reads something like this.   

“We are sorry. We blew it at the start when we said masks don’t help. It turns out they do. We blew it when we said closing the border was racist. It was actually a good idea. We blew it with the vaccine roll out. We didn’t explain it well…”

Once this is done we move onto the meat of the message…

“We have earned your scorn and distrust. That is our fault. As a gesture of good will, we will not force you to take it…”

Doing this takes abuse of power off the table.

It also opens people up to hearing you out.

Then…

“The vaccines work. They do have side effects, and sometimes they can be severe. I want to say that first, so that you know and can make an informed decision. It is important that you have all the information. Even the downsides…”

This section is powerful because you’re not “fact checking” them.

You’re not treating their concerns as trivial, or acting pretentious, or as if you are a holier-than-thou smarty pants. Nor are you placing yourself above them or condemning them. You’re telling them that they do have concerns that must be addressed.

Next…

“The severe side effects are rare. They exist, but no more than with the flu shot or the malaria vaccine. The vaccine makes most people immune to Covid. About 95% of people who get vaccinated never get Covid. Most vaccines are like this…”

“There is always a small group of vaccinated people who get sick anyway. However, it still means that once you take it you really lower your risk for Covid. There are exceptions, again 95% is not 100%, and there will still be people who get it and pass it on, but it really lowers your risk of getting sick.”

What’s great about this section is that you’re not overselling the vaccine’s effectiveness.

What’s more, you’re not threatening people with another lockdown.

Finally…

“The vaccine isn’t perfect, and will not make Covid go extinct. What it will do is lower the odds of people getting Covid, and if enough people do that we can make most of the Covid go away, and we can lower the risks of Covid for people…”

“Given how prevalent Covid is and that the severe vaccine side effects are no more common that with other vaccines, this is the best and safest way to protect yourself from Covid…”

Again, notice that you’re not talking down to people, threatening them, or shaming them.

This type of messaging can be effective, but only if it’s done consistently…

…and even then it will take time to work.

Feeling convinced?

Cheers,

Alastair Walton

THE SECRET TO WRITING “BULLET PROOF” COPY

In recent years Bullet Proof Coffee has grown into one of the most successful online brands.

A while back it was all you heard about.

In case you don’t know “Bullet Proof” coffee is basically regular coffee that contains added ingredients such as butter, coconut oil and other things. Supposedly, drinking this coffee gives you all sorts of wondrous benefits. These include rapid weight loss, increased stamina, and improved mental functioning.

Whether or not this is true who knows.

Some people swear by this drink while others think it’s a sham.

The point I’m trying to make is that there’s a lot you can learn from this company.

You see, many years ago I worked for a guy in the self-help business.

This person was mostly a snake oil salesman but one thing he told me made a huge impact.

(Actually this was taken from one of his seminars).

What this guy mentioned was that, “people want to be enhanced.”

This is an extremely good point when it comes to writing copy.

Most people want to upgrade their lives as if they’re playing a video game.

They want “cool” futuristic techniques for doing things.

Little known insider secrets that can be implemented with no extra effort…

…but which accelerate their progress at light speed.

You need to convey this feeling in your copy…especially in your bullet points.

Do this wherever you can.

Make it sound as if what you’re selling is the equivalent to rocket boots, a jet pack, or life extension technology.

Basically make it sound as cool and futuristic as possible.

In fact, you want to make it seem as if your product is almost magical…

This is the secret to writing bullet proof copy.

More tomorrow:

Cheers,

Alastair Walton

WHAT I LEARNT FROM GAME OF THRONES ABOUT GETTING MORE JOBS

Sean Bean is known for his work in historical dramas and fantasy films.

His most famous role was playing Lord Eddard Stark in the Game of Thrones series.

But here’s the thing:

If you followed his career you’ll know this wasn’t Sean’s first time playing this type of character.

Before that he was Odysseus in the movie Troy…

…and before that he was Boromir in the Lord of the Rings.

The point I’m trying to make is that in Hollywood one thing often leads to another.

Maybe you’ve also noticed this.

An actor will play a certain type of character and then pop up in similar movies or roles.

Copywriting is almost the same.

Clients often choose you based on previous work completed. For example, if the person is looking for copy for a yoga studio…and you provide similar work…well…you’re almost guaranteed to get the job.

This also relates to specializing.

Ultimately you want to specialize in a niche or industry and then get known for that.

If you can do this then your chances of getting those jobs are greatly increased.

In this way you can almost think of yourself as a type of character actor…

See you later.

Cheers,

Alastair Walton

P.S. BTW, if you want to start writing for a certain niche or industry…and you don’t have samples…then realize there’s nothing stopping you from creating your own.

Let’s say you want to specialize in writing articles for the fitness niche. Don’t wait for people to give you work. Instead write 5-10 articles and then use these as samples when applying for jobs.

GOING DEEPER WITH MARKET RESEARCH

Want to generate a constant flow of new customers?

In order to do this you need to go deeper with market research.

You see, the starting point when acquiring new customers is to understand exactly who they are. When you do this it’s easy to tailor your marketing messages directly to them. The problem is that most business only do this on a surface level. They make the mistake of focusing on demographic data like gender, age, and location.

This is a huge mistake.

After all, just because you know someone’s age, doesn’t mean you actually know them.

You also have to realize that your competition has this exact same information.

So in order to stand out from the crowd you have to go deeper.

You have to understand your customers desires, fears, hopes, wishes, and dreams…

…and also how your audience thinks, feels, and acts.

The first step to doing this is to think about the keywords people are using to find your products.

Search for these keywords in forums, comment sections, reviews, and social media.

Look at the language your audience is using.

How do they describe their problems as well as your products and services?

Another great place to look is LinkedIn forums, Amazon reviews, and YouTube comments.

Go wherever your audience is hanging out and look at what they are saying and feeling.

What are they happy with?

What are they unhappy with?

Once you’ve done this organize your findings into what feelings are most dominant.

By doing this you’ll find the gaps or shortcomings in the products already out there.

This will also teach you how to tap into the hearts and minds of your audience and write winning copy.

You’ll be able to directly address your audiences wants, needs, and deepest desires…

Speak to them in the exact same language they use…

And enter the conversation they are having in their head…

Do this and your brand becomes highly influential.

Not only that, you’ll find a constant stream of new customers entering into your business.

Cheers,

Alastair Walton

WHAT NOVELISTS CAN TEACH YOU ABOUT
WRITING BETTER COPY

Over the years I’ve worked for several clients in the, “writing advice” niche.

In this capacity I mostly wrote copy but also worked on several courses.

This experience taught me a lot about writing.

You see, one of the first steps when planning your novel is coming up with a theme. In case you don’t know, the theme of a novel is the idea behind your story. You could also describe it as the meaning or overall feeling of your book. The theme provides an umbrella under which your characters operate and also a direction in which the plot moves. This is important because without a theme you have no story.

Themes are also useful when writing copy.

In fact, basing copy around a theme is critical if you’re writing things like sales letters.

You need to have some general overarching idea behind your copy.

Ideally this should relate to your markets wants, needs, desires, or problems.

The theme should be an idea which appeals to buyers and helps to sell them.

If you’re selling a trading course your theme could be escaping the rat race.

With diets it could be changing people’s perceptions of you.

A cryptocurrency product might have the idea of getting rich quickly.

The bottom line is that all copy should be based around some type of theme.

Your theme provides a framework for the copy, defines what you say…

…and also creates a general direction for the copy to move in.

Until next time.

Cheers,

Alastair Walton

ITALIAN ECONOMIST REVEALS LITTLE KNOWN
SECRET FOR BOOSTING SALES

Success in business is far simpler than most people think:

All you really have to do is find a red hot market and sell to them over and over again.

One way to do this is with the 80/20 rule.

You see, in 1906 Italian economist Vilfredo Pareto discovered something astounding.

What he found was that 80% of the land in Italy was owned by 20% of the population.

He called this the 80/20 rule and it’s something that is replicated in almost all aspects of life.

A good example is business.

If you look at your business, you’ll probably find that 20% of your customers account for 80% of your revenues. Within this 20% the rule also exists i.e. 20% of that group will represent 80% of your sales. If you do the math, this means that 4% of your customers are responsible for an incredible 64% of all sales.

So what’s the point?

The point is that if you want to dramatically raise your profits…

…you need to laser target this top 4% and also find more people who fit into this category.

One way you can do this is by looking at what characteristics this group shares.

What do they have in common in terms of age, location, education, or hobbies? Also look at things like the types of products or services they’re interested in, and how they found you or what advertising channel they came in from.

Once you have this information your job is to find similar people…

…and sell to them like crazy.

More tomorrow.

Cheers,

Alastair Walton

3 THINGS YOU MUST DO WHEN CREATING A LEAD MAGNET

With a killer lead magnet it’s possible to build your list in no time at all.

On the other hand, a poor lead magnet can result in a conversion rate of zero…

…plus a whole lot of wasted time and effort.

This is why you need to think hard before doing anything. To get you started, here are three steps for strategically creating a lead magnet that converts visitors into customers.

1. Pinpoint your target audience

Who exactly are you trying to attract?

The answer shouldn’t be, “everyone.”

You want to choose a specific market and then laser target that market. Think of it this way: like a real magnet, your lead magnet should both attract and repel. This means you want to focus on your ideal customer, not just anyone. After all, trying to sell someone who isn’t qualified is almost pointless.  

2. Come up with an ultra-compelling offer

You need to come up with an offer that your prospect absolutely cannot refuse.

It should be so compelling that they immediately enter their email address.

What’s more, most people know that if they sign up you’re going to send them marketing messages. This often puts them off (even if they can unsubscribe). This means your offer has to be compelling enough to overcome this objection. A good way to do this is to think of something that helps to solve the prospects problems. You can also write down a list of common customer questions, then brainstorm ideas for a lead magnet that answers those questions.

3. Have your follow up sequence in place

Your lead magnet is only one half of the equation.

Your follow up sequence is the other.

Remember, most people won’t buy the first time they encounter your product. This means you need to have a follow up sequence. Ultimately your lead magnet should guide people toward the product or service you’re selling. At the same time you need to educate customers, provide the information needed to buy, and take into account where they are in the buying journey.

More tomorrow:

Cheers,

Alastair Walton

HOW TO ATTRACT SUPER AFFILIATES TO YOUR OFFER

Making money online is simple right?

All you have to do is put together a grand slam offer…

…find affiliates…

…and wait for the money to roll in.

The problem is that it’s slightly more complicated than that.

Finding super affiliates – the type of people who make 100’s of sales per day – can be tricky.

But there is a way to remedy this.

The secret is simply to hold contests and give bonuses.

You see, this is something which every successful product owner does (especially when it’s launch time). The reason why it works is because affiliates can make a lot of extra money from contests and bonuses. In fact, when choosing an offer, most will make their selection based on what type of extra’s they can get. After all, bonus money is basically free money, and you’d have to be an idiot to turn it down.

This is basically what you have to do to attract the best of the best.

Now, not everyone can do this.

Not everyone has the budget to give away iPhones or whatever.

But that doesn’t mean you have to give up on this method.

Amazon vouchers for small amounts are just as good.

And as time progress you can increase your budget for contests and bonuses.  

See you later,

Cheers,

Alastair Walton

BORING LEAD MAGNETS SUCK! HERE ARE 18 IDEAS THAT WORK BETTER THAN EBOOKS

When you say lead magnet most people think of the standard EBook or, “report.”

And while these work well…

…you can do better.

For example, here a 18 exciting ideas for lead magnets.

1. Checklists

Whether you want to lose weight or sell your house there are certain things you need to do. These steps can be turned into a downloadable checklist.

2. Cheat sheet

Do you have a list of tips or hints? Compile these into a virtual cheat sheet.

3. Case studies

How have other customers benefitted from your products or services? You can answer this question by providing case studies. Simply describe how customers solved their problems by working with your company (and don’t forget to include statistics which illustrate their success).

4. White paper

A white paper is basically the marketing equivalent of an academic paper. They are highly detailed and research orientated reports on an issue your prospects are facing. The purpose of this is to help them understand complex topics and present yourself as an expert on the subject.

5. Quiz’s

The reason why this method works so well is simple: no one can resist a good quiz. A quiz also helps to educate prospects and weed out unqualified leads.

6. Video

Let’s face it: most people don’t like to read. This means videos are often a better choice than EBooks. They are also useful if you want to demonstrate your product. What’s more, videos can be used to introduce yourself and build a connection with prospects.

7. Webinars

With webinars you can give live presentations to customers. This can take the form of tutorials or interviews with other experts.

8. Courses

If you have a large amount of information to share then why not break it down into a course? This can be delivered through automated email sequences over a period of days or weeks.

9. Discounts

Offer a promo code in exchange for their email. This type of lead magnet is almost guaranteed to work.

10. Free samples

Free samples are great when you’re selling something physical (and can often convert into sales down the line).

11. Contests

Prospects can enter the contest by signing up to your list. This method also work to get shares on social media platforms.

12. Free consultation

Offering free advice is a powerful technique for people who run service based businesses. The value of this is that the prospect learns something, but needs to become a customer to get the full picture.

13. Free events

Many products or services are best sold in person. A good example of this are houses, classes, or seminars. Events are also a good way to get to know your prospects before selling them.

14. Free trial

Giving prospects an opportunity to try your service may convert them into buyers. This works especially well when combined with a time sensitive offer.

15. Demos

If the prospect would benefit from seeing your product demonstrated then consider this.

16. Gated information

You may have information that customers need to see before buying. This can include things like price lists or schedules. Instead of giving them this information, make them sign up for it. A big benefit of this method is that it discourages unqualified prospects.

17. Samples

In some industries, prospects may want to see your previous work. You can make this available for download in exchange for their email address.

18. Printed material

Do you have a book, brochure, catalog, or other printed material? Offer these in exchange for the prospects email and address.

No matter what method you use just remember this:

Your lead magnet should be packed with real value and benefits for your prospects.

Giving away what is essentially garbage will not help to convert anyone.

Cheers,

Alastair Walton

DO REFERRALS ACTUALLY WORK?

What’s the most powerful form of marketing?

Strangely enough it’s not social media, paid advertising, or even email marketing.

No, one of the greatest selling tools is simply word of mouth referrals.

You see, many people buy products or services because they saw them advertised…but we also ask our family and friends for help and recommendations…and have a tendency to believe and act on those recommendations (think about it: you’ve probably done this more than once in your life).

Whether it’s finding someone to fix your car or choosing which movie to watch…

…we tend to listen to the advice of people we respect.

But how do you implement this into your marketing mix?

After all, it’s not as if you can run a word of mouth campaign on social media.

The answer is to be excellent at what you do.

In fact, you should strive to be the absolute best.

Be so good that you create raving customers who are fanatical about your products.

You also need to position yourself as the greatest expert who ever lived…

…and have enough credibility to back this up.

There’s also one final thing you can do to generate word of mouth referrals.

And that’s to simply ask for them.

Making it easy for customers to recommend you should result in a nice sales bump.

More importantly, you won’t have to spend money attracting these customers…

…or put in any extra work.

Until next time.

Cheers,

Alastair Walton