What an epic marketing fail looks like

Take a minute and look at the picture below.

IMG_1702

Now let me ask you a question:

If you needed teeth whitening, would you call?

Let’s pause and come back to that in a sec.

This was planted in the grass next to the road, en route to picking up my kid from school.  And each time I walked by I had to shake my head a little.  To be fair, I don’t know what kind of response this got.  But If I had to put my shekels on it, there were few, if any calls.

Ok, back to my question.

To call, or to walk on by?

What say you?

Seems a bit sketchy, don’t it?

For starters, it’s a low price from what I know of these sorts of procedures.  That in and of itself can inspire skepticism.  Something to think about when pricing yourself.  Next, it tells you nothing about WHO you are trusting with your precious pearly not-so-whites.

The fail?

Not leading with PROOF.

(a.k.a. Credibility.)

Gary Bencivenga, often referred to as The Greatest Living Copywriter says this:

“Join proof to your promise in your headline.”

In other words, give ‘em your qualifications up front.

Tooth whitening is often done in dentists’ offices.  Is this a dentist’s ad?  Who knows.  But if it is, simply adding the dentist’s name and logo would likely get a bump in response.  And while we’re on that subject, dentists, doctors, and chiropractors have got this down.  They give you their calling card before even their name.

It’s two little letters.

D and R.

Lot of marketing juice packed into that 7.6% of the alphabet.

Yet, so many businesses I encounter are guilty of skirting, hiding, or treating their best features like they belong in the fine print.

(There are reasons for that other than ignorance.  Topic for later.)

To combat this scourge, there’s a technique I use with my copywriting clients that I hardly see anyone else using.

And, to be honest, it’s a bit uncomfortable for some.

Yet this one simple “trick” (that takes less than 10 minutes) can work magic for your conversions if used correctly.

AND can prevent prospects from merely moseying on by your ad without giving it a second glance.

Unfortunately, I reserve such secrets for my clients.

And, you can’t hire me right now.

(All booked up for the next few months.)

But if you’d like, click the link below to instantly add your lovely self to The Muscle’s waiting list and be one of the first to be notified as soon as a spot opens up:

Click here to add your name to the list.

Until then…

When it comes to marketing and sales…

Remember:

Be thee not stingy with the tooting of thy own righteous horn.

Happy Proving,

Conor Kelly

Never do this on your website’s pages

Copywriting tip today.

One of the things I’ve been getting a lot of lately is sales page critiques.

In a recent consultation, it came out that one of the owners of the business had some pretty unique experience related to the product they were selling.  In fact, I’d go as far as to say he’s so uniquely qualified to do this sort of thing, that if you were in their market and you knew about him, you’d never consider going anywhere else.

Yet, these credentials were buried at the bottom of the page.

I didn’t even see them at first.

This comes back to what marketing genius and all-time copywriting great Gary Halbert taught about why you must “prepare people to believe”.

You see, we learn that selling is about benefits.

People “buy the hole, not the drill” and all that jazz.  So that’s what many business owners do…throw a bunch of benefits on the page with an order button.

And that can work to some extent.

But without context…your benefits won’t have anywhere near the same ability to tug at your prospect’s wallet.  Per Gary The Great…you’ve got to prepare people to believe your claims.  And until you have their belief, you won’t command their attention.  Your prospect could feel pretty “meh” regarding your offers at that point…a dire situation for any salesperson.

A caveat:

Overdo credibility and it can cost you sales.  There’s a delicate balance to be observed here that the best copywriters know how to push and pull on like a seductive dance.

All that’s to say if you’ve got a sales page you’d like my feedback on, go here to book your Free Brainstorm Call:

http://calendly.com/conorkel/emailincome

I’m currently booking projects three weeks out (so I won’t have time to work on a more detailed critique until at least then)…but if you reply today we can figure out if it’s a fit and get you in the queue.

Yarrrr, that’s all for today.

Powerful lesson she be.

Belief is like oxygen to your copy.

Start with why they should believe you…

And never leave a benefit stranded.

Happy Claiming,

Conor Kelly

a.k.a. The Muscle @ Marketing Muscle

How to stand out in your niche like a fart in a library

True story:

I sometimes do my work at the library.

When I’m not at home, it’s the only place I know I won’t be interrupted.

On this particular day, I had set up in the magazine section.  It was deserted until one fellow showed up and started perusing the rack.

Then, suddenly, he fully (and very audibly) let one rip.

Just like that.

No “excuse me”.

Nothing.

It was only the two of us, and there was no chance I hadn’t heard it, but he simply went on about his business like nothing happened.

Funny.

Anyway, that brings me to today’s marketing tip.

As per my last email, I now offer email copywriting services.

And a very common objection is, “but Muscle, my clients don’t want to hear from me by email.”

Correct.

They don’t want boring, corporate, blatantly self-promotional emails carpet-bombing their already cluttered inbox.

Howevs, if the messages were concise, fun, engaging, and shared valuable info about a subject that concerns them, you bet your bottom dollar they’d look forward to reading them…

AND buying from them.

Let’s take a look at an example.

Now surely ATTORNEYS couldn’t use this type of marketing.

No, no.

Attorneys need to be taken seriously.

Here again, me thinks this is a symptom of what Dan Kennedy calls *marketing incest*: when everyone just looks at what everybody else in their niche is doing, and copies each other.

One voice in a chorus, drowned out by all the other voices.

If, on the other hand (and this is just off the top of my head), a personal injury attorney were to offer something like this, “Consumer Awareness Guide: 5 Things Everyone Should Know About Dealing With Insurance Companies” and follow up with two short emails per week in a conversational tone, sharing recent success stories or safety tips, or tips on how to read the fine print, all the while opening up about personal stuff and building the relationship…

Don’t you think said attorney would stand out?

Like the aforementioned flatulence in an otherwise quiet corner?

And who would the client call?  Mr. Side-of-the-bus-guy, or their old friend Al, whose emails they enjoy?

Hey.

Sometimes what’s inside just gotta come out.

Keep your marketing DNA intact, and get more sales: schedule your email income consultation here:

http://calendly.com/conorkel

Happy…ahem…well, standing out,

Conor Kelly