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April 2004 In this issue: >> Intro: Thanks
for the Anecdotes
Greetings, Phew! Only just managed to get this issue out on time. If you spot any typos...be kind! Just one of those very busy times. Which is a good thing. Thank you to everyone who wrote in after the last issue. I have added a couple of the 'great copy anecdotes' in this issue's Readers Write Back section. And thank you to everyone who sent in offers of Services to Writers. I have everything in a folder, just waiting for a quieter time, when I can go through everything and put together a new page on the site. Which brings me to the next point. In this issue's survey I am asking for some feedback on the ExcessVoice.com site. Do you ever go there? What do you think? Is it useful? I would love to hear some feedback. Finally, if you like really good coffee or teas, take a peak at the 'Update' section below. I hope you enjoy everything in this issue and, if you do, please forward it to a friend or colleague. Until next time. Nick >> Feedback: mailto:nick@excessvoice.com =============================================== UPDATE: Personal Updates - Coffee & Net Words First -- Coffee Recently I became a partner in an online coffee and tea store -- coffeeandteawarehouse.com. Why? A couple of reasons. First, I have always wanted to be involved in a business that sells a physical product. Something appeals to me about the thought of people buying something, and waiting for a package to arrive at their door a few days later. Second, I like the idea of putting my money where my mouth is. For decades I have been giving advice to others, writing their copy, putting together their newsletters and emails. Well, I like the idea of doing the same for myself. I'm sure it will prove to be a humbling experience in some ways. Writing copy and dishing out advice for others is one thing -- doing it for yourself is quite another. Now to the offers. Nothing that exciting about the first one. But if you like fine coffees or tea, it would be great to have you as a customer. And, it gets better now, if you want to buy in slightly larger quantities - for your office, car pool, neighborhood group or whatever, I'd be happy to give you a special wholesale deal. Even better than the prices on the site. For a bag or a few, go to the site here: http://www.coffeeandteawarehouse.com For larger orders, email me at nick@coffeeandteawarehouse.com >> Second - Net Words Steven Streight pointed me to a review he wrote of my book, Net Words, at epinions.com. As well as being one of the longest and most comprehensive reviews of the book I have read, he is also very generous in what he says. Thanks! You can read the review
here: You can buy a copy
at Amazon.com here:
- Principled Profit - MarketingSherpa: - MarketingExperiments.com - Site Build It!: =============================================== ARTICLE: Help, Help, Help, Sell. Here's a fundamental difference between copywriting offline and copywriting for the web... - Give or take, my job as a copywriter offline was to sell, sell, sell, sell. - Online, I think, my job is best described as help, help, help, sell. How come? Because web sites are a pain for buyers and searchers. Much harder to 'use' than a physical store or library, a brochure or a catalog. The biggest problem being -- no two sites work exactly the same. There are always differences in appearance, architecture, navigation. The result: Every first-time visitor to your site has to pause, look around and figure out how your site actually 'works'. Where is stuff? How do I get there? Can I figure out how you have organized everything? We don't have problems like that with a catalog. Every catalog starts with the front cover, then you turn the page to see what comes next, and so on. Web sites aren't like that. They 'unfold' in different ways. And that's where the 'help' comes in. Before you can think about selling, you first need to help each visitor find what they are looking for, whether that be a product, a service or simply information. Every headline, subhead, block of short text and link text needs to be helping the visitor. You need to guide them, inform them, direct them. And, of course, at the same time, pre-sell them. Make them feel confident as they click their way through the pages. Make them feel good as you direct and help them forward. Help them with clear headings, descriptions and links. Keep them feeling confident that they are just a click or two away from finding what they really want. Once you have done that, once you have been truly helpful...you will have achieved a number of things. First, you will have taken them to where they want to be with the minimum of fuss, confusion and wasted clicks. And that means higher conversion rates. Second, you will have taken them to that final page in a very positive state of mind. They will be feeling good about your site. Feeling positive about the experience. Feeling delighted that they have found what they wanted so quickly and easily. And then, and only then....Sell. Yes, at the end of the day, it's all about selling. But the emphasis, the state of mind you bring to the process, can make a big difference.
** The archives of
all previous ExcessVoice articles can be found here: >> Feedback: mailto:nick@excessvoice.com =============================================== READERS WRITE BACK: More Anecdotes, Examples "The last line
in a direct mail ad in a newspaper back in 1978 really hooked me. It was
for the book "The Lazy Man's Way to Riches" by Joe Karbo. A
co-worker brought the ad into my office and asked me if I could see the
catch. I couldn't, so I bought the book. It was partly about positive
thinking, and partly about how to make money in direct marketing. I have
been hooked on direct marketing ever since.
Example 2 - FRUSTRATION Any Swedes out there that have the actual copy from these campaigns?" Jonas Söderholm =============================================== SURVEY: What Do You Think of Excessvoice.com? The ExcessVoice.com site started out simply as an archive for previous issues. Over time, I have added additional pages - resources, reviews, books etc. So...what do you think? Check one or more boxes below...and I'd love to hear other comments and opinions. [ ] I never go to
the site ====================================================== Don't miss out on future issues of the Excess Voice newsletter for copywriters. Sign up now: (Your email address will be used only for the purpose of sending you this newsletter, and you'll be free to unsubscribe at any time.) |
CAN-SPAM Guidance: Q&A with the FTC + Official Recommendations Report for Emailers Every emailer in the US today is affected by the CAN-SPAM Act (not just the "bad guys".) Even if you are an ultra-careful permission mailer, you will have to make operational, database, and creative changes fairly quickly to avoid fines. Find out how. Web Tools, Reports and Services I recommend. My reviews here... Marketing Experiments MarketingSherpa
Report: WordTracker: Site Build It!:
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