Unconvincing communications means unthinking writers and marketers

Here's the bleeding obvious.

Ever felt yourself drawing farther and farther away from a communication piece, and not always knowing why that is?   

Of course, it could simply be that you're not in the marketplace for what's being promoted and communicated and so the ad or communication will be of no value to you. 

But what if say, you WERE in the market for said product or service, what would have you draw back and not get into the communication piece? 

Here are a few reasons:

No heart or soul in the communication. 

No real connection being made between you and the product or the business.

No emotion coming out of you, and therefore no emotion inside the writer who created the piece.

No one to one conversation. It doesn't feel like there's a real conversation going on, just someone bleating and blabbing out at you.

No personality. Same as the above.

No authentic self expression. 

No flow.

No signs of joy. 

No entertainment

Which all adds up to...

...unthinking communicators being in charge of the most important element of your entire business operation - THE WRITTEN COMMUNICATIONS... in all its forms.

And that could spell disaster. 

Because the difference in an ad or communication piece can mean up to 18 times the difference in results and response  -- all because of the choice of words and the order they're put in. 

So here's how you fix that.

You take your last advertising or promotional piece and run it through the above checklist.  

And when you do that, if you find that your communication piece is actually dull, flat, average, then start making the changes to your written piece based on what comes at you from carrying out the above exercise.

And yes, if that's a video, a webinar, am email, a presentation that you're applying this checklist to, then guess what, they're written pieces -- they've all been scripted out, they've all been written, all have been out through some kind of writing process.

What happens with most marketing and ad pieces is they're written to some kind of holy grail medicinal formula, (and there's a lot of that short-cutted nonsense being preached and proclaimed throughput internet land) with many words, phrases, blocks of copy, even,  plucked out of the template graveyard and then overlaid on to the communication piece in question.      

That's not creative emulation. 

That's actually sloth like non intelligence, intellectually lazy human beings who are deliberately and specifically looking for quick fixes, short cuts and ego filled hacks to pump up their finished creations.       

And generally, they're employing this nonsense at the direct expense of their clients, most who actually do not know any different and so haven't the foggiest notion of what's the underlying structure to the work being presented to them.

Welcome to rip-off copywriting and marketing land where entrance is free, dim witted thinkers abound and where proper application and thinking is reserved for those who diligently apply proper, proven, and profitable copywriting and marketing concepts, principles and ideas. 

Struggling to get your communications opened, read, responded to and bought from?

Then look at how inspired and thoughtful your marketing and advertising sales writers, are.

 Because in that way, you'll be able to tell how much joy, personality and emotional wallop they're packing into your communications selling your products and services, or, not.

http://rajahireker.com/email.book.html

     

 

  

Write more offers and communications, you'll create more revenue

Why slave over an ad or a communication piece that either ends up on the cutting room floor or, ends up with dozens of iterations that the time you've wasted in getting it perfect, you could have sent several other promotions out into the marketplace, bringing back money for you. 

I could have spent an age, investing hours, days, weeks in producing a post that has deep roots and masses of valuable content integrated into it, yet decided to write this post in probably half and hour and send it out into the marketplace.

Why?

It's better to be on the prolific side than on the constant perfection side. (And yet, that  certainly doesn't mean there's corner cutting or you don't put out your best effort. You put in the best you've got within the time frame you've got)  

Frankly, the death and demise of many businesses lies inside their own ideas and thinking about either getting the 'best' communication out there. 

Or, they become deeply crippled with non-activity-itis because of fearing what others will say and think of their efforts.

What do successful owners and entrepreneurs do?

They create.

And, they get their work and their messages out into the marketplace and they do that in a regular and consistent way.

Whilst many online business owners are fretting about sending 1 or 2 emails a month, there are others sending out regular daily emails, and they couldn't be happier.  

And guess what? 

The more you message and the more you connect and communicate with useful ideas and helpful messages that your audience can use and benefit from... the more money you'll make.

And yes, just because creating consistent communications are the money making key, that doesn't mean you can simply cannot bore your readers or audience into compliance or submission via your  communications. 

Do that and they'll boo you off the stage.

The more you engage and create the kind of creative communications filled with emotional useful content, and you communicate it all in a way that has your audience gripped, curious, eager and madly anticipating your next communication...

...do that and you'll get your business to the place you want it to get to. You'll get the results and outcomes that you want your customers and clients to get from using your products and services. 

But how do you bring new life into your communications that has your audience wanting more?

You inject.

You inject your communications with your unique personality and charm...

You inject your communications with engaging stories...

You inject your communications with news of the day told through your unique lens...

You inject your communications with interesting facts and figures...

You inject your communications with controversy and contrarian thinking...

You inject your communications with unique angles and appeals for your product or service...

You inject your communications with the kind of entertainment value not seen in your business category...

You inject your communications with intrigue, interest and emotion...

--

Consistently send our regular communications and inject your communications and offers with ample helpings of the above, and it won't be too long before you'll have a rabid audience... not only for your products and service, but for you and your business and all that you stand for. 

Whether you like hearing it or not, we're all in the communication and entertainment business.

And the quicker you can latch onto and adopt and adapt that way of approaching and communicating your business, your products and services...the more longevity you'll enjoy and the more people will want to stay connected to you and buy from you.

Set an immovable deadline and get your next communication or offer, out.

Repeat that process each week and you'll be thrilled with what happens next.

http://rajahireker.com/what.pdf      

    

   

       

How do you launch a product?

The best (uncomplicated and profitable) way?

Follow a proven path and process.

And yet, for many there's a case for reinvention and pioneering and for doing things in our own way. (generally a perilous adventure if you're steering without any kind of plan)  

And so how would you do that; how would you go about creating your own plan and formula for launching your product?

One way of course is to carry out pure trial and error experimentation. Some call that hit, hope and pray, marketing. (Others use less kinder language!)   

What most do is put up a website, and send people to that website, and hope they buy.

Who would those people be? 

Maybe those on your email, facebook, twitter or other people based lists.

Maybe you're all gung ho on creating ads on linked in or facebook or google and you want to test out launching your product or service in that way.

Maybe you have a connection with someone who has a list of people who are your profile prospects and you create a way where you have a recommendation process ironed out. Maybe you want to launch in that way.     

I suppose many of the above work in some capacity. In some shape or form.

In fact, all specific systems and process work at producing the results they produce.

I wrote that quite fast and so let's just go back a few steps and read that sentence again, together, s-l-o-w-l-y.  

All systems and processes work at producing the results they produce.

So take any of the above launch ideas and tactics. 

Each system, produces a specific result. And, that system is PERFECT for producing that set of specific results. 

Let's make this a little clearer.

Say you're launching a Coaching or Training Programme via a set of created google/facebook/linked in ads. That specific process produces a set of outcomes. Results. Leads, to be more accurate. 

And yet, if after analysis, you find out that the resulting leads aren't the right quality or quality, and if there's no other change in that specific system that created the results, then going forward, there's not going to be any kind of significant change in the quality or quantity of leads... resulting from that process. 

In other words...

That specific launch process is perfect for producing the specific leads that it does. 

And so if you wanted a different set of quality based leads and wanted a higher number of them, then you need to create an alternative system to produce those desired results. 

Now I can't tell you how simple and how much common sense is drilled into that statement, yet it's the KEY to producing a bigger and better result. 

So what does that mean in this context? 

We need to ask what particular system change can we make to get a different result. 

To help answer that, I'll go back to the second sentence in this communication - follow a proven path and process.   

That means...

See what kind of process or formula has worked out there in the marketplace and simply duplicate it or replicate it for your product or service.

Can it be any simpler?

And yet, how much deeper can most owners screw this simple process? Frankly, a lot. 

When I was hired to launch a business education product, I didn't guess or follow an unproven formula or process. I used the Product Launch Formula created by Jeff Walker. 

And by following the process and applying the ideas and techniques, the results were a mid six-figure launch. 

No magic. No mystery. No secret handshakes. 

Following a proven path and process, created that.

Now isn't that good to know?

The system wasn't pulled out of thin air or cobbled together in a dark dingy basement thinking gold was struck.

No.

Here's the secret again:

Find a proven launch formula.

Follow it.     

Count your money.

Repeat the process and add in any refinements or adjustments from the first time.    

If you've a product launch success story, let me know how it came about.       

http://rajahireker.com/what.pdf

How do you market Messi?

Here's how you market Messi: 

You let the product do its magic and let others feel the resulting impact and energy.

Frankly, if your breath isn't taken away with the majesty of Messi's footballing brain and his mesmerising skills...  then you're not an appreciator of his, you're not a customer of his brand of football. 

And that's okay. You don't have to be. 

Hear that again: 

If you're not captivated or in raptures when you see Messi produce and perform, then you're not a customer and so you're certainly not going to be 'sold' by anyone else telling you how incredible Product Messi, is.

No amount of slick copywriting or advertising genius is going to get you to buy, product Messi. 

NO amount of proof or stats or comments and testimonials from others are going to convince you otherwise. 

And yet that's exactly what many do in order to sell their products and services - they try to invent an angle or benefit for a product or service that's actually not needed or wanted by those that don't want it.

Creating and inventing is good.

Not only for new products and services but it's also the lifeblood for breathing life into worn out products and services that have lost their appeal. 

Yet it's only good for those who are in the market for said product. 

You can't invent a Messi. 

You can't invent what's not there and honestly fulfil on it. 

However, what you can do is you can see the product in full motion and you say ' I want some of that'. 

Trying to describe a Messi and to then put that label on different player in order to get them sold or bought or watched, just won't work.   

An inferior product cannot get sold via sophisticated advertising, and at the same time, have the buyer be ultimately happy with the purchase. 

That's deceit. 

That's lying. 

And it's what many resort to when they feel they have to 'invent' in order to make sales. 

And what happens when you get sucked in by the advertising and you buy what's being offered, and it doesn't live up to it's Broadway billing?  

You'll probably not want to go back to that place or buy from that vendor, again.

Probably. 

And you'll more then not, tell a few others about your troubles.

And from the owner's perspective?

They'll have lost a stock of future recurring, residual and referral business.   

Not that it matters to many businesses because they're one-shot transactional thinkers.  

They're not at all bothered with the practical and profitable impact of the lifetime value of a customer.

Copywriter Great, Gary Bencivenga -- has this masterful truth to declare about products and copy:

A gifted product is mightier than a gifted pen  

Your mission, if you accept the challenge:

Turn your product or service into a Messi equivalent and you'll not need a gifted pen to wax magical about how gifted your product or service is.  

That's because it'll have an automatic built in marketing machine as part of its operating system. 

And when you couple together a gifted product with a gifted pen, you'll get superior market place dynamite. 

No abnormal advertising schemes and shenanigans, required.         

 

http://rajahireker.com/what.pdf