The Finest Argentine Beef? Not when it's described in a boring-as-hell, way!

A worldwide, business choking, cashflow stopping, phenomenon.

What is it?  

Quality products and services represented by weak mediocre ideas and thoughtless boring writing. 

Case in point - 

The following email from Tom Hixon (The world's finest meat, delivered. That's their labelling, not mine)  

Hi Raja

The Black Label Argentine Rioplatense beef is a cross between Hereford and Angus cattle, which are world renowned for it's consistency and delivering exceptional textures and flavours. Save up to 53% off today.

The cuts benefits from the natural skill of our Argentine producers, who ensure that the cattle live a tranquil and relaxed lifestyle through their careful efforts. As a result, the beef is incredibly tender.

Now if you're emotionally salivating over that descriptive ad copy and are ready to order, then you probably need a bunch of tablets.

The best part of that email ad promo?

The picture of the product. (No. Stop. Do not lick the page!) 

The picture renders all that copy, ineffective and unnecessary.

Now what if we were to lead the email with that picture first, and then revamp the ad copy, what kind of effect could that have?  

Let's experiment:

 

Hi Raja 

Can you smell and taste that! 

Because once you get your face into this mouth-wateringly unputdownable sizzling feast, there'll not be one slice left.  You can't but help drool over another serving of this amazingly succulent, richly flavoursome Black Label Argentine Rioplatense beef. 

Frankly, you're not at all sane if there's anything left in the serving dish!

Thinking of calling a few friends over? 

You might think twice about it once you realise the artisanal Argentine farmers who've raised this spectacular cattle (that are a cross between Hereford and Angus cattle), have you and your gloriously greedy taste buds in mind when they created this spectacular offering. But go on, why not celebrate the delicious Black Label Argentine Rioplatense beef today with friends and family.

Make no mistake - you and your beef will be the talk of the evening! 

And the exciting thing about it? Get 53% off the normal price of this sensational beef.  But you need to act right now to secure your lavish savings because this flavoursome Black Label Argentine Rioplatense beef isn't going to be hanging around for long.

Go here, order now, and start planning that amazing, intensely appetising, unforgettable meal.  

And please, do not send any pictures of you and your guests licking your plates clean... we've enough of them already to fill an entire wall!          

-----------------------------------------------

Note any differences?

Well, adopt, adapt and use them for selling and promoting your products and services. 

Now what's the BIG money-making lesson here for us all that'll help businesses grow and scale?

To fuse ALL our communications, promotions, campaigns, ads, emails... with the kind of energy, entertainment, salesmanship and engaging readability that compels curiosity, readership, engagement, consumption and... sales.     

Are you catching on that your communications ARE your business's currency?

And that means... your communications are an asset you'll want to continually refine and develop because not only will you make more money, it'll stand you and your business far apart from all others in your business category who are most likely numbing readers and customers into dull mental submission!  

FREE BOOK to Help You Write Emails That'll Get Opened, Read, Bought From... AND, Can Transform Your Business? 

The marketing wheel gets another spin (pointer 6)

The marketing wheel is up for spinning. 

Let's SPIN!

And it's landed on...

Okay, so before I give you the actual wording that describes the strategy, the pointy pointer on the wheel has landed on, let me give you a specific way I'd like to introduce it.  

"Creeping separateness"

That's the phrase, or the two word sentence, that perfectly describes many relationships, both personal and in business. 

And that creeping separateness occurs mainly because there's only a little amount of talking or communication going on. And that's spread over a long period of time.

• There's only small doses of happy, encouraging, uplifting conversations going on.
• There's little amounts of fresh, new, invitingly open subject matters being talked about.
• There's very little truth telling going on.
• And there's definitely a whole lot of 'I don't know what to say' going on.

And so there's a strategy that'll fix plenty for you.

If you haven't clocked on already, the strategy is called...

Continuous Conversations. 

Now the way to have this demonstrated in a clear and constructive way, is for you to think about your closest friends.

Let me ask you this about them; do you only speak and communicate to them on the off chance, or in an out the the blue moment when something smacks the side of your head to do so?  

Or, are you more likely to connect and speak on a more frequent basis. And I mean, like nearly almost everyday, or even multiple times a day! Or if not that, at least once a week? 

And yet, for your business, your interactions with your customers and subscribers (for the majority of businesses) are most likely left to chance, or to when the feeling is right, or to when you have to sell something.

That's not right, is it?

Communications aren't only reserved and made when you want money.

Yet most owners act and behave exactly like that to the people who are actually the key assets in any business. 

The customers! 

Now we all love to be sold, that's because we love to buy and own things. 

Material things. 

Fancy things.

Non fancy things.

Other things we probably don't even need, or will use to any great degree or length.   

You name it, we probably want it.

And yet, we still want to be pleasurably sold to and have a good experience about it all. 

What we don't want is we don't want to be beaten mercilessly in the head via every single communication that leads with -- sales, sales sales. 

And like hearing it or not, but that's the mad mantra of the deluded Owner who's probably got some interest in creating a flourishing business based on deep connected relationships with their customers, but... act and behave in the most absurd and opposite ways to that. 

So let's make this pragmatic and practical so you can see that there's no particular magic or mystery to any of this:

What can you communicate to your customers and subscribers, about?

How about...

• The latest news happening in your business
• The latest thoughts and ideas going on in the minds of the business and owners
• Stories in the news that you can link and transition back into your business.
• How a customer got a fabulous result with your product or service
• Announcement of a free gift
• Search out what they are, then communicate about the different 'days of the year', around the world. For example 'be kind day, meat free day, grandparents day', take a child to work day, bike riding day, etc. Why not create your own 'day' of the year for your own business!
• Talk about the various sporting events of the month, and pick a theme that you think will be of interest to your audience.
• The new competition you're running.

Frankly, and the good news about it is, the list of things to talk and communicate about is... literally endless. It's EXACTLY THAT.

And something else...

Whether you realise it or not, whether you believe it or not, all businesses are in the relationship building and entertainment business. 

A diabolical assumption?

Not at all. 

Because think about the businesses you buy from. 

I'm primarily talking about the one's you like the best, or where you have glorious good things to say about them. Those are the one's that most likely have a good relationship with you, and that they do things in a way most others, don't.

And what I should also say that there are probably very few businesses that make it on that very short list of yours because frankly, majority of businesses are plain vanilla mediocre and lack personality, both in person and in print. 

Now what all this means for you is if you want long term value and stability, a business that's embedded with certainty based equity... then... what you must do is to map out a continuous communication programme for your business.

Plan for a week. Then the month. Then, when you're in the groove, plan out your year's communication plan.

Because no matter what's going on with the economy, with your marketplace, with the regulations and red tape, the evidence and facts are that if you've a strong relationship with your customers and subscribers, they'll see to it that you'll never be suffering from a money and cashflow point of view... all because you've shown a continuous and sincere interest in them.

Now that's what continuous communications will do, for both you and your customers!

Okay. The deadline's up. 

Tune in again for your next marketing money wheel goodness. 

Don't ever be lost😵in the marketing and business maze, ever again. Get the Continuous Communication route finder for your business, right here

        

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