We’re Going “Wild” Around Here!

Abel James bestselling author of the Wild Diet at FatBurningMan

Dig the new digs? I wanted to change themes to a more responsive, cleaner, and modern theme, and I fell in love with this one!

Just a heads up of what’s going on, I’ve been incredibly busy — and yes, that’s a good thing. We’ve landed four new clients since the beginning of the new year, and it’s hard to find time to breathe, let alone write a blog post.

One of our newest clients is Abel James, from the Fat Burning Man and author of the wildly popular “Wild Diet.” Were Going Wild Around Here! news  training tip helpdesk food fitness coffee coaching client author

What’s the Wild Diet? If you’re into Paleo (mostly meats and veggies, but no nightshades or dairy), you’re going to like this.

But if you’re into Paleo but with a modern twist, or, better said, if you like Paleo but you also like carbs and dairy, this is the diet.

In short, “strict” Paleo is, I believe, a bit too strict. But the Wild Diet emphasizes whole foods, real foods, and unprocessed foods. I like that. A lot.

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I’m Busting a Move (Again!)

Bust a Move for Breast Health™

I need your help. It’s only 52 days away!

In support of my wife, Sylvie Fortin, and her ongoing battle, I am very excited to tell you that I am participating in “Bust a Move for Breast Health”, an all-day fitness-and-dance-a-thon against breast cancer, on February 22, 2014, benefiting the Ottawa Regional Cancer Foundation.

The Ottawa Regional Cancer Foundation is working to promote breast health and breast health awareness right here in our community through initiatives geared towards reducing wait times, increasing access to research and new therapies, providing world class care close to home, and improving quality of life for those affected by cancer.

My goal is to raise at least $1,000 in support of Bust a Move, but I can’t do it without your help. By supporting Bust a Move, YOU are helping making an impact for thousands of cancer survivors and their families. (Including mine.)

Please make a donation. Follow this link to visit my personal web page and help me in my efforts to support Ottawa Regional Cancer Foundation.

Thank you. My family thanks you, too.

Tip #12: Does Your Copy Have a “Tell”?

Tell them and tell them again

I took a professional speaking course where the instructor told us of a specific tactic I later realized I often used in copywriting. He called it the “Triple-Tell” formula.

When you’re making an important point in the copy that you want the reader to grasp and remember, and to which they’ll assign greater value, construct a series of paragraphs in which you:

  1. Tell the prospect what you’re going to tell them,
  2. Tell them (what it is you want to tell them), and
  3. Tell them what you told them.

For example, “Did you know that have a home security alarm actually increases the value of your property?” (You’re telling them what you’re going to tell them.)

Then, you follow with: “In a recent study put together by 107 insurance companies, homes with an alarm system are 80% more likely to have higher property values than those without one.” (You tell them.)

After that, “So not only do home alarm systems protect your family and reduce insurance rates, they also significantly bump up your property value!” (You tell them what you told them.)

Tip #11: How to Turn Vanity Into Value

turn claims into benefits

With every claim you make in your copy, you need to back it up. “We’re #1,” “rated top in the industry,” or “highest quality” appear spurious if left as is.

By whose standards? In which publication? For which market?

Justify the claim to give it meaning.

But even justified claims are not enough. You need to link them to the reader somehow or else your claim, no matter how much you explain it, will seem self-serving and arrogant.

So turn the claim into a benefit.

“We are the highest quality because we use lab-tested materials and skilled workmanship that help prevent your widget from breaking down when you need it the most! That’s why we offer the longest warranty in the business.”

If you need to credentialize a product, service, author, provider, or retailer, turn each credential into a meaningful, concrete benefit to the reader.

So Profitable It’s Almost Embarrassing (Free Training)

Campaign Conversion Multiplier workshop free training

Imagine earning $40+ for each website visitor, even if it were only once in a while when your biz needs a quick cash infusion. You just gear down and pour on the juice.

Or how about even a tenth of that, day in and day out, like Old Faithful, chugging along under the hood and making you rich, slowly but surely?

Instead of that cramped, uncomfortable cash-starved feeling, you’re cruising with the top down and the radio on — that big ole bag of bricks lifted right off your shoulders.

And it’s totally doable when you have a well-oiled, high efficiency machine for turning the casual curiosity of your website visitors into desperate desire.

This is exactly what you’ll get at an upcoming special training event with Daniel Levis, the man Clayton Makepeace calls, “best in the biz”.

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Tip #10: Top 10 Reasons Why Lists Work

Numbers and lists and numbered headlines
  1. People like numbers and really love lists, especially bulleted lists.
  2. Numbers promise bite-sized, easier-to-digest chunks of information.
  3. Lists are short and sweet, and cluster similar ideas for greater impact.
  4. Headlines that list a number make a concrete and credible promise.
  5. Lists are specific and quantifiable, which convey greater authority.
  6. Bullets are easier to scan but easier to grab the reader’s attention.
  7. Lists are finite so they seem pithier and more efficient to read.
  8. People remember numbers more since they help to “hook” in the mind.
  9. Obscure numbers like 13 or 27 can catch readers’ attention better.
  10. They often increase SEO because numbers come before the alphabet.

Photo: telegraph.co.uk

Tip #9: Convert Testimonials Into Case Studies

believable testimonials as case studies

Testimonials are important in copywriting. Problem is, they’re so overused and sugar-coated that they seem as if they’re made up by a marketer.

Sure, testimonials are fantastic. But to readers, fantastic testimonials are fantasy.

Rather than grouping testimonials together in your copy and using flowery prose that sounds like a tween raving about last night’s Justin Bieber concert, write story-based testimonials that help you overcome objections.

In other words, make your testimonials read more like case studies.

Include background or contextual information about the person giving the testimonial, perhaps prior to buying your product or service, and then use the testimonial as a way to let them explain what happened later while enjoying the benefits.

This is especially effective when your introduction includes some kind of objection that the reader might be experiencing. This way, the testimonial answers the objection rather than you and therefore appears less self-serving.

Tip #8: Reduce Friction and Fear

turn the assumed into the assured

When people are asked to do something, especially if it means to give up something else (like their attention, email, or money), there will always be some resistance.

There’s no real way of removing that natural inclination as it is part of human nature. But there are plenty of ways to reduce it or control it.

One way is to minimize the commitment or risk.

For instance, if the action requested seems long or people typically assume that it is, add copy that gives them an idea of how much of a commitment you’re asking of them.

Say something like: “Read more for complete details (it only takes 3-4 minutes).” Or “fill out this short form (only 5 easy questions).”

If you offer a free trial, and let’s say you only need their email address (or some other contact information) but no payment information, then put near the call-to-action button something like “no credit card required.”

In short, if it seems like a lot of work, even when it’s not, it already is. So make it easier on your reader by telling them instead. Don’t let them assume the worst.

Tip #7: Turn Subheads Into Headlines

A better headline, under your nose, subheads and headers

Often, we try too hard to be creative or clever with our headlines that we ignore better ones that are quite often right under our noses.

If your headline is too confusing, people are forced to scan subheads to get context or understand your point. But that’s rare. They will often skip it entirely if they feel they have to work for it.

Subheadlines and headers throughout your copy often include a more attractive idea, provide better context, arouse greater curiosity, or offer more clarity.

Try this: swap subheads with your headline and test it. See if it pulls better.

For example, a headline might be “how to start a profitable online business.” A header might be “follow these 11 tips that can turn any hobby into an online empire.”

Swapping the subhead with the headline in this case will likely pull a greater response.