10 QUESTIONS THAT HELP YOU UNDERSTAND ANY MARKET

How do you write copy that actually converts?

Believe it or not, the secret isn’t using the right words.

No, more important is WHAT you say.

It doesn’t matter if you struggle to string words together

As long as you say things that appeal to the market you’re guaranteed to make sales.

You need to speak about their dreams, hopes, desires and greatest fears.

But how do you do this?

The trick is to understand your market on the deepest level possible.

It might sound like a cliché…

…but you have to know them better than they know themselves.

Doing this is tough.

(Especially if you’re not involved in the market).

If you’ve never played golf you’ll struggling to understand golfers.

But there are ways to make this easier.

For example, here are 10 great questions to ask when trying to figure out your market.

1. What keeps them awake at night, sick with anxiety?

2. What are they afraid of?

3. Who and what are they angry about? 

4. What frustrates them?  

5. What trends are occurring and will occur in their businesses or lives? 

6. What do they secretly desire?

7. Is there a built-in bias to the way they make decisions?

(For example, technology people are exceptionally analytical).

8. Do they have their own language or jargon?

9. Who else is selling something similar to them, and how?

10. Who else has tried selling them something similar, and how has that effort failed?

Take your time and think deeply about this stuff.

Weave what you find into your copy.

And remember, the real answers are never the most obvious.

Until next time,

Cheers,

Alastair Walton

PERSUASION TIPS FROM THE MAN WHO INVENTED CLIMATE CHANGE

Frank Luntz is a political communications consultant, pollster and pundit.

He describes his speciality as, “testing language and finding words that help clients sell their product or turn public opinion on an issue or candidate”. This guy is a great example of the power of language. For example, he’s the man behind famous phrases like deathtax, climatechange and energyexploration. He’s known for using these to replace other phrases like estate tax, global warming and oil drilling.

What’s funny is that he doesn’t come up with this stuff by himself.

Instead he uses focus groups and interviews.

During these events he simply feeds the audience phrases and watches for how they react.

It’s all about looking for the specific words that trigger emotion.

In fact, he’s quoted as saying, “80% of our life is emotion and only 20% is intellect. I am much more interested in how you feel than how you think…”

This is absolutely true.

Emotional language is the most important skill you have to master as a copywriter.

You need to learn how to appeal to the markets emotions and not their logical or critical thinking ability. This is how you develop marketing messages which resonate with people and…most importantly…get them to ACT on those messages.

Until next time,

Cheers

Alastair Walton

4 TIPS FOR WRITING KILLER OPENINGS

The first few lines of copy are critically important.

You need to pull prospects in and hook their attention immediately.

If you cannot do this they will simply stop reading.

What you also need to realize is this:

The first sentence gets them to read the second…

The second sentence gets them to read the third…

The third sentence gets them to read the fourth…

And so on and so on all way to the end where (hopefully) they buy your product.

Now, without further delay here are 4 things you need to do when opening.

1. Explain the headline

Start by expanding on your headline. Remember, the headline needs to be as short as possible. This means you’ll have lots to explain. Your opening is where you do this.

2. Arouse curiosity

You need to make the reader curious enough to finish your message. The way to do this is by promising to reveal something. This should be something they desperately want to know the answer to.

3. List your benefits

Benefits pull them into the letter. List the benefits they will gain from using your product or reading the copy. What is it going to do for them?

4. Make it easy to read

Keep sentences short and simple. Use bullet points and paragraphs of no more than three lines. Reading your copy should be effortless.

Combine these elements and you’ll pull in more readers.

(And ultimately increase your sales).

Drop me a line if you’ve got any questions about this.

Cheers,

Alastair Walton

THE SECRET METHOD FOR MAKING MONEY FROM CROWD FUNDING SITES

Do crowd funding websites really work?

More importantly, can they generate money for your project…

There’s no easy way to answer this.

Instead, today I want to talk about looking at crowd funding from a different perspective.

You see, here’s what you need to realise about crowd funding websites…

They shouldn’t be seen as a way of getting money.

It’s better to view these websites as a marketing tool.

When you post a project the aim is to get as many backers as possible, right?

But what you have to understand is that these are also a list of potential customers.

Your backers are essentially people who have raised their hands and said YES I want this.

The point is that you should experiment with using crowd funding as a marketing tool.

Take one of your products and post it on a crowd funding platform.

If doesn’t matter how much money you raise…

All you want to do is see what type of response your get.

After a certain period announce that your funding goals have been reached.

Then release the product and see if your backers actually buy it.

If you’ve done everything right a certain percentage of them should do this…

…which will ultimately result in a nice little sales bump.

Cheers,

Alastair Walton

DO VSLs REALLY WORK?

Once upon a time VSL’s (i.e. video sales letters) were the hottest thing in marketing

It seemed as if everyone was converting their sales letters into videos…

Dozens of marketers were selling products they claimed could create the ultimate VSL.

This was the new revolution in internet marketing and couldn’t be beaten.

But here’s the real question:

Was this really true…

…are videos better than sales letters?

Unfortunately not.  

You see, VSLs didn’t actually convert any better than ordinary sales letters. Not only that, a lot of people were complete idiots when using them. They thought creating extremely loud, auto-playing videos that went on for an hour (or more) was the way to convert visitors. Not only that, many of these videos had NO interface whatsoever. You couldn’t pause, fast forward or rewind. What’s more, some people would only show the buy button halfway through the video – or worse near the very end. So while internet marketers claimed these videos converted like crazy the reality was they DIDN’T.

In fact, most VSLs were highly annoying and only retards would sit through them.

This brings me to my point.

The thing with VSLs is that it’s really about who you’re selling to.

They work great for trash products bought by idiots.

But these are also the people who will ask for a refund five minutes after purchase…

If you’re looking for a better class of customer then stick to a sales letter.

Personally, I’d rather sell to someone who’s going to make the effort to read what I say.

Bottom line:

There is nothing inherently special about videos.

They DO NOT have the ability to magically hold someone’s attention.

Sales letters are just as good.

And when done right they are infinitely more powerful.

Cheers,

Alastair Walton

OLD SCHOOL YOUTUBER FINALLY WAKES UP

Toby Turner is an old school YouTube megastar.

In case you don’t know this guy is one of the original kings of the platform.

These days his channel is all but dead.

(Being accused of sexual harassment may have something to do with this).

He recently made a video where he shares some serious wisdom.

BTW, in case you want to check it out the video is titled: so I got this email from YouTube…

In this video he claims to receive an email from YouTube apologizing for treating him poorly.

Now, the video is a prank.

He didn’t actually get this email but there is a lesson here…

You see, towards the end he mentions – with great bitterness – the fact that he used to have more than 7 million subscribers. He goes on to say that he now realizes this means he basically had a mailing list with millions of people…and that if he still had this list he could simply email them every time he has a new video…

…and wouldn’t be at the mercy of the algorithm.

This guy is absolutely right.

Your most valuable asset is your list and you should always be growing it.

This is especially important if your entire business is based on a platform like YouTube.

No matter what you do you should always be building a list.

You never know when things could go wrong.

Or you’ll fall out of favor with the algorithm.

Or even get banned.

But with a list you can survive anything and carry on going.

Start building one now.

Cheers,

Alastair Walton

WHY YOU NEED TO CREATE “TOP OF MIND AWARENESS”

There are dozens of great reasons why you should send daily emails.

One of the most important (IMHO) is because it creates, “Top of mind awareness.”

Here’s what I mean:

When I say the word JEANS you probably think LEVIS.

If I say the word COLA you probably think COCA-COLA.

This works because Levi’s and Coca-Cola are the most famous brands in their category.

This gives them, “Top of mind awareness.”

To achieve this you need to continually put your product in front of prospects.

They need to see it over and over again until it’s burnt into their heads.

This way, when they need that product you will be the first person that comes to mind.

In my experience, daily emails are one of the easiest ways to do this.

When you send daily emails it’s like touching base every morning.

It creates a powerful bond between you and the reader.

Think about it:

Who are you closer to the person you see every day or once a week?

Bottom line:

Sending daily emails puts you firmly in the minds of prospects.

It also makes it very hard for them to forget about you.

And when they are ready to buy you will be the first person they call.

What’s also great about this is that people start talking about you.

Even better they refer you to others.

(And as I’m sure you know, referrals are by far the easiest source of new business.)

More tomorrow.

Cheers,

Alastair Walton

THE ULTIMATE TWO STEP FORMULA FOR MAKING MONEY ONLINE

Is there an ultimate formula for making money online?

Turns out there is:

It’s actually really, really simple.

This formula has two parts which are TRAFFIC and CONVERSION.

Making money online is as simple as driving traffic to an offer that converts.

To most people this sounds far too simple.

They want to overcomplicate things and that’s why they never get anywhere.

And yes, maybe I wasn’t specific enough.

So let’s break it down a bit more.

When I say traffic, I mean paid traffic. Don’t waste your time with things like SEO. It takes far too long. You need on demand traffic which you can scale up instantly. If you rely on hit or miss traffic methods you’ll never get anywhere. Conversion comes next. When I say conversion I mean everything that goes into converting your traffic. First and foremost this refers to your copy. That being said, copy is only a small part of conversion. It’s not everything. There’s also the type of traffic you’re getting, the design of your website and what you’re actually selling.

Bottom line:

If you want to make money online these are the only two things you need to concentrate on.

Master paid traffic and learn how to convert as much of it as possible.

It doesn’t get any more complicated than that.

For more ideas check back tomorrow.

Cheers,

Alastair Walton

HOW TO BUILD A HIGH QUALITY ULTRA-RESPONSIVE EMAIL LIST

Listen up:

You’ve probably heard that, “The money’s in the list.”

While this is true, list building is becoming progressively more difficult.

Finding high quality subscribers is tough.

But there is a way around this.

You see, one day I was looking through the names on my buyers list.

What I noticed was that there was one difference between them and people on my, “Free” list. My buyers would use their real names while people on the free list would enter pretty much anything. What’s more, people on my buyers list would actually read my emails.

But there’s a good reason for this.

When people sign up for something that’s free they usually couldn’t care less.  

In fact, most people use throwaway email addresses for that kind of stuff.

On the other hand, if you’ve paid for something there’s a lot more at stake.

You’re going to enter your primary email address.

Not only that, you’re more than likely going to READ those emails.

This made me realize that getting people to sign up for free stuff is a complete waste of time.

Problem is, not everyone is ready to purchase a $47 product the first time around.

So what you need to do is have a really cheap front end product.

Something that goes for under $10.

What you’re basically doing is making them pay to be on your list.

Meaning only the most qualified prospects sign up.

From there you can start sending them high ticket offers…

…and should immediately see a boost in conversion rates.

(Plus you’ll get a far better quality of customer.)

More tomorrow.

Cheers,

Alastair Walton

WHY ONE IS THE MOST DANGEROUS NUMBER IN BUSINESS

ONE is the most dangerous number in business.

You see, so many people rely on one thing to make their business work.

One client.

One platform

One source of traffic.

The reason why this is so dangerous is because you never know what’s going to happen.

What’s working today might go down in flames tomorrow.

(Taking your business with it).

This is especially true these days where even the slightest misstep can get your nuked.

A good example of this are YouTube stars.

There are countless examples of people who were house hold names but are now all but forgotten. Who got a million views per video and now struggle to break a thousand. They relied entirely on YouTube and the almighty algorithm and it wound up biting them in the ass. If they had developed an alternative revenue source (other than selling T-Shirts) then maybe they would have been okay, but no.

Even investing their YouTube bucks would have helped.

Or something as simple as building an email list.

Build an email list and you won’t have to rely on the algorithm promoting your channel.

Just send out an email blast whenever you have a new video.

The bottom line is that you should ALWAYS have at least one backup.

Not only that, you should continuously search for NEW backups.

Cheers,

Alastair Walton

P.S. One is the most dangerous number in business. Never rely on one thing. One client. One platform. One product. Something will go wrong. Diversify as much as you can. It could mean the difference between success and failure.