Hi What Works Now Student,

A lot of times we get wrapped up in our products. And why not? They are our babies.

Many times, we've worked for months putting together a product that we know people are interested in and want to purchase.

And when it comes time to put together a sales letter to explain this product, we want to make sure everyone knows exactly what is in this product.

We want to explain every little detail of this great product so the prospect can see exactly what they will get when they purchase.

Isn't this the way it should be?

NO! The customer doesn't care about the late nights and meticulous research and development that went into your product. You, and possibly your family, are the only ones who care.

The customer wants to know ONE thing:

What's In It For Me? (WIIFM)

If you can't answer that one simple question, you will never be able to consistently sell your product or service, especially online where a customer can't see or feel the product.

And, you need to tell them very quickly. Today, people are bombarded with advertising messages. You need to grab their attention immediately.

In this week's What Works Now gem -- The All-Important Opening -- the legendary Ted Nicholas shares his thoughts on how to get your customer's attention by focusing on What's In It For Me.

Here's to your success,

Kevin Wilke and Matt Gill
Co-founders of NitroMarketing.com
Editors - What Works Now Training
www.WhatWorksNow.com

P.S. Want a sneak peek at Ted Nicholas' Magic Words That Make You Rich product? Visit www.magicwordsthatmakeyourich.com and fill in the pop-up form for your 2 chapters. I guarantee you'll get some great ideas for your sales materials. Sign up today!

"The All-Important Opening"
By Ted Nicholas

In a sales letter, you have less than two seconds to gain your prospect's attention.

In e-mails, letters, brochures, and ads, you must grab the reader's interest immediately, or you are dead. Your message will simply not be read. Instead, it will be tossed and, thus, your chance to make a sale goes out the window.

=> Avoid the Biggest Copywriting Mistakes

I read and analyze direct mail letters, e-mail, space ads, brochures and websites on a daily basis.

The first major mistake most people make is to start out with a weak headline.

Remember this. If your headline does not immediately grab attention, whatever you do in the body copy is meaningless.

The next biggest marketing "sin" copywriters and entrepreneurs can commit is to bore potential customers.

*** Tip: Copy can never be too long; just too boring.

Yet, by far the biggest error I see is starting any piece of copy with a "me" message.

A "me" message is all about you. Or your company. You, of course, find it very exciting. But here is the problem. To your prospect...

"Me" messages are boring!

To grab your prospects attention, you must talk about THEM. Not YOU!

Their pleasure.

Their wealth.

Their challenges.

Their fears.

Their problems.

Their joys.

One way of looking at it is this. Every prospect is subconsciously tuned into the same radio station, WIFM.

These initials translate to "What's In It For Me."

Here is an example of a typical sales message upon which I was asked to critique. Recently a copywriter friend asked me to review a draft of her copy for a brochure. The copy goal is to promote her copywriting service.

Here is how the copy reads:

Copywriters Ink
(headline)

* Please note. What does this headline mean? The headline is the most important element in any piece of copy. This headline is wasted. It communicates no benefit whatsoever to the reader.

Professional Writing Services
(subheadline 1)

Words that sell
(subheadline 2)

"What is it that makes you notice one product or service and not hundreds of others?

Good writing, that's what.

Words that are to the point, punchy slogans and effective text are what will maximize your selling power.

We are copywriting specialists. Our business is to write and we write well. Because we know that it is our words and ideas that will sell your products or services.

We write advertisements, websites, leaflets, flyers, brochures, company profiles, letters, posters, newsletters, press releases, speeches, translations, articles, direct mail packs, web pages, product or business names.

Our main objective is to deliver your message to your audience in the most effective, intelligent and targeted way.

Our words will help you achieve your business objectives and increase your profits."

Notice all the "me" messages. The words "we" and "our" are used no less than 8 times!

*** Tip: Every time you prepare copy or when an employee, ad agency or copywriter prepares copy for you, do the following exercise.

Circle all the "me" words such as "I", "me", "we" and "our." Rewrite the copy using "you" and "your" words instead. Your copy will be far more readable
because it's interesting and exciting to your prospect.

Here is what I suggested as a new opening for my friend's brochure:

Would Your Bottom Line Benefit From Hordes of New Customers?
(headline)

* Please note. This headline communicates the strongest benefit the reader can derive from hiring a good professional copywriter. Here is how the rest of the copy opens...

"Imagine how much fun it would be to see your profits go through the roof!

To do so, clearly you must make your business stand out--apart from all your competition.

You somehow must convey your uniqueness without spending a fortune. You must do it within your budget.

The secret is all in the copy.

Most importantly, you must create a U.S.P (Unique Selling Proposition).

You now can have experienced marketing help and tips, including sales copy for your advertisements, brochures, sales letters--every medium you use that does just one job. You can have a sales message that hones in on your prospects and customers like a laser beam.

As a first step, you can meet with us to discuss your most pressing needs. We'll even make some suggestions which you may use without any obligation to us whatsoever."

As a prospective copywriting client, would this opening approach get your attention?

If you are a copywriter, do you agree that you could increase your opportunities to gain new clients using this approach?

For effective copy in any media, start with a powerful headline. Then open avoiding all "me" messages.

Emphasize your prospect's wants and needs in all your copy.

Remember that your targeted audience is tuned into station WIFM. Make exciting and appealing statements and offers using emotional words and
phrases which appeal to your prospect's self-interest. You will then enjoy watching your sales and profits soar.

Warm regards,

Ted Nicholas
www.magicwordsthatmakeyourich.com

Copyright 2003 Nicholas Direct, Inc.

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