Trigger Psychology Internet Marketing

So, where are you at in YOUR online business right now?

There's a secret that could seriously kick your business
into a frenzy in this video, so you should watch it now:

Is it really this simple?

Let me explain:

Could be you're still in the "thinking" mode about starting
a business. Maybe it's even wishing more than thinking.

Or, perhaps you've built a pretty strong business. You're
already raking in some serious dough, BUT you don't
know how to take it to the next level.

Or here's one that really sucks...

You ARE super successful, business is booming, but you find
you seem to be working 23-hours a day. You don't have time
for the important things like friends, family, or fun.

And you're facing the kinda crappy surprise that you
don't have a clue how to get a grip on having a life
anymore. In other words, your business is running YOU!

You may think this is sort of weird, but if ANY of these
scenarios apply to you...

****************************************
The solution to getting unstuck is in this video:
****************************************

Is it really this simple?

Be sure you pay close attention to how the nurse in San Diego
received $7,500 in the mail, just by doing this ONE
thing. Plus there's the Australian woman who had "money
from beyond the grave" show up at her house.

If you're tempted to write this off as some kind of crazy
stunt for "those" kind of people-not a business building
strategy for YOUR kind of entrepreneurial people--think again.

****************************************
Because this is the secret weapon to building
your business NOBODY is telling you about!
****************************************

Why do you suppose that is? Two reasons%u2026
1. They don't know how powerful this is.
2. They DO know how powerful it is and they'd rather keep it to themselves.

Look, if you don't take this seriously, you are really missing
the boat. Just watch the video so you can get Ryan and Natalie's
NoCost gift. That'll get you started right away.

One thing though--if you're a slacker, don't bother with this.
This is only for seriously motivated business-minded people
ready to invite the next level of success into their life.

**************************************************
You've got to be ready for it because this is super powerful!
**************************************************

I still can't believe they're doing this, but if you'd like to experience
first-hand how this can work for you, Ryan and his business partner
Natalie are GIVING you access to an incredible expert who will open your eyes
to the possibilities when you get "unstuck" in your business, and in your life.

NoCost.
No strings.
No kidding.

*****************************************************
PLUS, you have absolutely GOT to see Ryan's Rocket Hummer.
*****************************************************

I'm serious. It's freaking awesome. Check it out:

Is it really this simple?

Speak to you again soon,

Daria

P.S. Almost forgot to mention this, but if you didn't get a chance to watch
Ryan's other video, the one where he GIVES you a way to start attracting
anything you want into your life immediately, you'll still have a chance to
get it today. Just go and watch the video. It's way cool.

Is it really this simple?

The voice on the other end of the phone was tense and impatient.
It was a prospective client calling. After we introduced
ourselves, he got right to the point: "Our advertising isn't
working and we need some help."

Who I was talking to doesn't matter very much, because it could
have been almost any of my prospects before they start working
with me. That's because, statistically, most advertising doesn't
work -- if by "work" you mean, bring in new business. Think
about your own ads. Even if they already generate leads or
create sales for you, don't you have the sneakin' suspicion they
could be working a lot better?

Here are two reasons why most ads don't work at all -- or if
they work, why they deliver far less business than they could:

1. Most ads don't get the attention of your prospects. This is
pretty basic. It is physically impossible for prospects to
contact you unless they know about you, and if you're counting
on them to find out about you from your advertising, then step
one is for your ad to get your prospects' attention.
Unfortunately, some ads actually do get attention, but%u2026

2. These ads get the attention of your prospect in the wrong
way. For an ad to generate a qualified lead or create an
immediate sale, it must start off on the right foot. That
"right foot" sets the right tone and invites a qualified
prospect to call you. I just saw an ad in Newsweek that still
has me wondering what it's about and why someone spent tens of
thousands of dollars on it. (Bet it wasn't their own money.)

The ad shows a boy on a bicycle flying through the air, out in
the wilderness. The headline, in a semicircle, says, "They will
always fall before they fly." Since I'm not a kid and I'm not a
parent, it doesn't do much for me.

But wait -- even if I were a parent or a kid, I still don't
think this ad is going to sell me on anything that would make
the advertiser any money. If I were a kid, the only thing this
ad could sell me on is taking these kind of risks to annoy my
parents. And if I were a parent, the only thing I can imagine
this ad would sell me on is making sure my kid never rides his
mountain bike in hilly terrain -- since, obviously, the kid in
the picture is on a collision course with certain death.

I've got to hand it to this ad in one department -- it's
interesting. It got my attention. But that's as far as it got.

The Headline's the Thing

Let's get off this negative track and look at some ads that I am
certain are making money. These are not from a glossy national
magazine, but small ads from today's local newspaper. (By the
way, small ads that run in the newspaper are usually paid for by
the person who wrote them. And these ads get to the point and
are likely to be profitable. Hmmm...I wonder if I'm noticing a
trend here...)

All I'm going to show you are the headlines of these ads. But I
promise you, the headlines are all you need to see. Tell me if
you can guess what each ad is about, and who its target market
is:

1. "Lose 3-5 Pounds Per Week With the System Proven by Over
90,000 Successful Patients"

2. "Up to 40% Savings on Heating and Cooling Costs With a
(Brand Name) Foam Roof"

3. "Men and Women -- Remove Unwanted Hair Today!"

Now, I know what you're thinking. Not very clever. Not very
hip. In fact, those headlines are downright boring!

Hmmm. I have two things to say about that. First, if you have
tried everything under the sun to lose 40 pounds and you are
frustrated to the point of tears, then headline number 1 isn't
that boring to you. (And I would say the same regarding people
in the target market for headlines 2 and 3.)

The second thing I want to say is, yes, and it's also pretty
boring to stand in line at the bank waiting to make a large
deposit into your business checking account. But you know what?
Once you've gotten past that boredom barrier, it's actually
sort of nice. You know?

And here's some interesting news: A good headline on your ad
will get you 90% of the way from the agony of defeat to the
ecstasy of advertising success -- so you can deal with weighty
issues like the boredom barrier and what to do with all that
money.

=============================================

David Garfinkel has been described as, "the world's greatest
copywriting coach." He's a successful results-oriented
copywriter and the author of Advertising Headlines That Make You Rich
which shows you how proven money-making headlines
customized for your business can increase your profits by 1700%.

Want a little secret to turn your advertising into an
irresistible magnet for customers?

Dale Carnegie knew the secret, and that's one reason his book
"How to Win Friends and Influence People" has sold more than 15
million copies. In fact, British Airways recently named it, "The
Business Book of the 20th Century."

It's a great book. But if Dale had titled it "How to Remember
People's Names and Curb Your Incessant Urge to Argue," do you
think it would have sold as well? Probably not. There's great
power in good titles.

What you may not realize is the words "How to Win Friends and
Influence People" are not only the title of the book. Those
words were also the headline of a mail-order ad, which sold the
book. The ad ran successfully for many years and sold hundreds
of thousands of copies.

So what does this have to do with turning your advertising into
an irresistible customer magnet?

Here's what. Behind the title and headline is a "secret code"
that makes it powerful. Dale knew it. Great advertising
copywriters know it. And now, you're going to know it, too.

The "secret code" is actually a generic formula that gets
attention and creates desire in your prospect's mind. Every
winning headline has a unique generic formula hidden inside.
Here's the formula in Dale Carnegie's book title and headline:

How to _____ and _____.

Let's see the formula at work. Say you are an executive
Recruiter, and you help companies find new executives. In
reality, your biggest problem is finding the executive
candidates in the first place. So, to increase your group of
candidates, you decide to run an ad in your local business
journal. Here's how you could use this formula to write a
headline for your ad:

How to Get a Better Job and Make More Money

...and right away anyone who's even a little interested would read
your ad. Then, if your copy (text) is even halfway decent,
you'd get plenty of calls.

Or, let's say you run a martial arts school. Here's how you
could apply the formula in an advertising headline to get you
new students:

How to Stay Fit and Protect Yourself

Do you see how powerful that is? You've just zeroed-in on
people who are likely to be interested in learning martial arts.

The brutal reality of advertising: An ad with a good headline,
and even mediocre copy, will get you a response and generate
sales. But with a poor headline, even the most brilliant copy
will get you little or no response. Why? Because without a
good headline to get their attention, most people won't read any
further.

The good news is, once you have identified a good headline that
works in one industry or market, you can adapt it (like we did
with the Dale Carnegie headline, above) for your own business.
Great headlines work as subject lines in emails, titles on Web
pages, and of course as headlines in print ads and sales
letters. Great headlines will literally transform your sales.

How does this work in today's economy?

Recently a client asked me to help him introduce a new service
to Internet Service Providers. (Note: To understand what you
are about to read, you should know that ISPs call their
suppliers "backbone providers.") I wrote a direct mail letter
and my client sent it out to ISPs. Because my client was
revealing new information his prospects hadn't heard before, we
used the following "teaser headline" on the front of the
envelope:

What Your Backbone Provider Isn't Telling You

Was this an entirely original headline? No. I had seen a
similar "teaser headline" on a successful mailing to promote an
investment newsletter:

What Your Broker Isn't Telling You About High-Tech Stocks

So I merely identified the "secret code" in the original winning
headline, and applied it to my client's market, ISPs.

The response to the mailing was overwhelming! Nearly 10% of the
entire ISP industry responded to our letter -- and my client has
added eight figures of new annual revenues as a result of the
business that developed.

I'm telling you this not to brag, but to point out the awesome
power of good headlines. While many people spend hours and
hours trying to come up with "the perfect headline" for their
ads, there is an easier way. Find proven headlines that already
work for another business in another industry, and adapt them to
your business.

Then prepare for a flood of new customers!

======================

David Garfinkel has been described as, "the world's greatest
copywriting coach." He's a successful results oriented
copywriter and the author of Advertising Headlines That Make You
Rich which shows you exactly how to adapt proven money-making
headlines to your business.

Allow me to introduce you to the mysterious "E-Factor." It's
mysterious because it has two meanings.

Both meanings will help you get more business from any promotion
you do. So without further ado, here's how you can use the
"E-Factor" to make more money:

- Put "E-Factor" in your testimonials and copy

Did you realize the very best source of new business is almost
always a prospect who has been referred to you by a friend or
trusted business advisor? It is. Think about this in your own
life. When you need an accountant, or an attorney, or a doctor,
or for that matter a hardware store in a new town, you'll
probably turn to someone you know, whose judgment you trust, to
refer you to the service or product provider you're looking for.

OK. But what does that have to do with direct mail and Web
promotions?

A lot. People are always on the lookout for sources of advice
they can trust. However, since you can't always rely on giving
every prospect for your business personal recommendations from
the prospect's friends, neighbors and advisors they actually
know and trust, you do the next best thing: You give them copy
with recommendations from people who seem like the people they
know and trust.

How? By putting testimonials and case studies in your copy
involving people who will fill the role of trusted friends and
advisors.

Many marketers do this but they don't get the desired effect.
Why? Because they haven't put enough productive effort into the
research that pays off. This is in-person research - especially
one-on-one "casual" research, as opposed to formal focus-group
research - with their actual customers, and people who are a lot
like their customers.

This high-payoff research gives you in-depth working
understanding of how your prospects think and act in the world -
and how they look at things and make decisions. When you have
this understanding and you weave it into the language of your
descriptive copy and your testimonial quotes, it's called
"empathy."

"Empathy" - that's the first meaning of "The E-Factor."
Increase empathy in your copy and you'll increase sales.

- Profit from the second meaning of the "E-Factor" as well

There's another, equally important meaning. Before I tell you
what it is, let me give you a big, fat hint. In his book The
Entertainment Economy: How Mega-Media Forces Are Transforming
Our Lives, author Michael J. Wolfe points out that American
consumers put 8.4% - about one dollar out of every 12 - into
some form of entertainment. Currently, that adds up to $480
billion a year.

As a side note, Hollywood productions - films and TV shows -
bring in the second largest amount of money from overseas back
into the U.S. economy, after aircraft sales.

Yes, the other meaning of the "E-Factor" is entertainment. It's
huge. And it applies to marketing and selling. As the late
(and great) David Ogilvy reminded us, "People will not be bored
into buying."

But beware. Many a copywriter less talented and, more
importantly, less thoughtful than Mr. Ogilvy has made the fatal
error including humor, fantasy, drama or thrills in a promotion
in such a way as to not specifically move the sales process
forward.

And that's dangerous. Even deadly, sometimes. Here's why: When
you include entertainment, people's attention will invariably be
drawn to it over anything else. And when entertainment does not
directly support moving the sale forward, then it automatically
detracts from the sale.

There are dozens of examples. The lying Isuzu salesman. Sales
went down. "Plop-plop, Fizz-fizz." Sales went down. I'm sure
you have your favorites of entertaining ad campaigns that
bombed. Now you know why.

Entertainment isn't bad. But not painstakingly linking the
entertainment to the forward motion of the sale is bad. Very
bad.

So, how do you add entertainment value in such a way as to
increase the sales effectiveness of your promotion? Several
ways:

- Tell a dramatic story where your product is the hero and
saves the day for the human involved. My favorite example of
this is the newspaper ad for Joe Karbo's legendary book "The
Lazy Man's Way to Riches."

In the ad, Mr. Karbo talks about his "Lazy Man's Way" which he
promises to reveal in the book he's selling. He tells how,
before he knew the "Lazy Man's Way," he used to work 18-hour
days, 7-day weeks and was still perpetually in debt. But after
he learned the "Lazy Man's Way," he became financially
independent by working less and in fact became very wealthy.

This incredible ad combines drama with sales power in an
unbeatable way. And it worked! The ad sold 3 million books by
mail order!

- Use humor that adds emphasis to the value of your product or
service. When you get past the laughter, most humor in ads just
shows off the cleverness of the creative team who created the
ad. (You might say it also shows off their lack of concern for
creating sales.) A positive example, where the humor shows how
the product is so worthwhile, is the old (and very successful)
series of Seinfeld commercials for the American Express Card.

- Use exciting, colorful language in testimonials when
customers are talking about the virtues of your product. But
make sure it's believable. And don't make fun of the fact that
you're selling something, any more than you would go to target
practice and fire the first shot into your own foot. At all
times, keep your eye on the target - increased sales!

So let's review. How can you use this information to make more
sales in every promotion? Take stock of its Empathy and
Entertainment Value. Be single-minded. Take out everything
that takes away from the sale, and keep in - or boost and
strengthen - everything that furthers the sale. Build the
strongest possible promotion at every point along the way - and
watch your response rate soar!

© 2000 David Garfinkel. All rights reserved. David Garfinkel
is widely recognized by many "marketing gurus" as their secret
weapon. That is, he is known as "The World's Greatest
Copywriting Coach"; because, he can, like no other, teach you
how to turn words into cash. David is also the author and
narrator of Killer Copy Tactics, the Web's first and only
totally interactive audio/visual learning system for writing
killer sales copy. You can learn more about this course at "how to turn words into cash."

Masters of marketing know a secret that most business people
don't. I'm going to share it with you now: You can go from
losing money to making money - sometimes, a *lot* of money -
just by changing a few words.

What words are those? The first words... in any letter, ad or
Web page. The words that make up the headline.

Recently I was speaking to a business group about writing killer
copy, and to make my point, I took that day's edition of USA
Today and covered up all the headlines on the front page with
inch-wide white correction tape. I asked them what was wrong
with the newspaper.

"No headlines!" they blurted out, almost all at once.

"Then why," I asked, "do so many of your ads not have
headlines?"

It's a fact: We have been conditioned to decide what to read
based on the effect a few choice words have on our thoughts and
our feelings. With books, it's often the title. With articles in
the newspaper, it's the words in a headline. With a magazine on
the newsstand, it's the headlines on the cover.

Whether you know it or not, we decide whether or not to read
ads, letters and Web pages the same way.

So, if that's the case, how do you write headlines to make
people want to read your copy, and get interested in doing
business with you?

Make your headline create a vivid picture and/or stimulate a
strong feeling.

In your business, many of your conversations are logical and
factual. That's the nature of business - and to do otherwise
would be considered "unbusinesslike."

However, about the worst thing you can do for your promotion is
to have a strictly factual, logical headline at the top of your
Web page, letter, ad, flyer or postcard. Oh yes, the headline
has to be believable and make sense. And what your headline says
has to be supported by logic and facts later in your promotion.

But remember that the purpose of your killer copy headline is to
stir the emotions of your prospect in the direction of buying
what you have to sell... and to get your prospect interested in
reading what comes next in your copy.

Here's an example for a hypothetical product that helps children
do better at school.

First, an ineffective headline:

Children who don't do well at school will have many problems
later on in their lives

Now, a more effective headline:

"Daddy! Daddy! I got straight A's!" he said proudly. Suddenly my
son's future was looking much brighter...

Notice how the first headline states a fact but does not stir
emotions in a big way. The second headline, using the same
number of words (17), conveys 1) excitement 2) pride 3) hope for
the future, and it also creates a beautiful scene in the
reader's mind of a happy parent-child situation.

Action: When you are preparing or revising a promotion, take the
time you need, or get the help you need, to write a great
headline that creates a vivid picture and stimulates strong
feelings in the mind of your prospect.

Use headlines that make your prospect instantly understand your
most important benefit.

One of my favorite pieces of advertising is a headline (and an
old slogan) for a plumbing service. I'm not that big on
plumbing, personally - it's the kind of thing you wish would
work perfectly all the time so you never have to think about it!

Why, then, am I so fond of an old plumbing headline? Because
it's a great example of making your prospect instantly aware of
the benefit of your service.

The company is Roto-Rooter.

The headline is as follows:

Call Roto-Rooter - that's the name - And away go troubles, down
the drain!

Wow - is that perfection in a couple of lines, or what? You get
1) a call to action 2) company identification and 3) a visual
description of the benefit.

That's hard to beat! If you've ever had a stopped-up drain, you
know exactly why this would be of benefit to you!

Killer Copy Point: Show your headline to people who are

unfamiliar with your product and company, but who would be good
prospects for what you are selling. See how slowly or quickly
they understand what you are saying - especially, what would be
the benefit to them. Keep rewriting your headline until these
people instantly "get it!"

Make your headline pass the "Shortcut Test"

Imagine all you were allowed to do was run your headline plus a
toll-free number... as a classified ad. Ask yourself this
question: Would it generate inquiries for you in that form?

I'll give you an example from my own business. I'm taking the
headline and subheadline from a long-copy print promotion for my
product called Killer Copy Tactics:

Money-Making Secrets Every Business Owner Needs

For years, sales copywriting experts have quietly made millions
with these little-known secrets. Now you can use this
information yourself. Call (000) 000-0000

I used this example for purposes of illustration. Read it again,
and ask yourself if these words alone, printed in the right
location, wouldn't prompt qualified prospects to call for more
information?

Killer Copy Point: Put your headline and subheadline through the
Shortcut Test. Make sure that these words alone plus a toll-free
number are likely to generate a response from qualified
prospects.

The art of writing headlines is a special skill well worth the
time and effort it takes to develop. There are many known
statistics in direct marketing that bear repeating here:

· Five times as many people read the headline as read the ad or
letter.

· Changes in headlines have produced documented increases in
sales of 200%, 500% and, in one extreme case, 1,850% more sales!

· It's a good idea to write 15 or 20 headlines for your letter
or ad, and use the "leftover" headlines as part of the selling
copy itself.

Become a student of headlines and a connoisseur of great
headlines. Collect them, think about them, practice writing
them. The reward for your efforts will show up every time you
get another order or inquiry that you never would have gotten if
you didn't make the effort!

(c) 2000 David Garfinkel. All rights reserved. David Garfinkel
is widely recognized by many "marketing gurus" as their secret
weapon. That is, he is known as "The World's Greatest
Copywriting Coach"; because, he can, like no other, teach you
how to turn words into cash. David is also the author and
narrator of Killer Copy Tactics, the Web's first and only
totally interactive audio/visual learning system for writing
killer sales copy.

I'll never forget what my accountant said five years ago when he
saw the ad I wrote for my services: "How many scotches did you
drink before you wrote this?"

He was kidding about the scotch. But he just couldn't believe
anyone in their right mind would write such a bold and
outrageous ad for their own writing, consulting and speaking
services, as I had.

Well, I spent $300 on that ad -- $200 to run it in a local trade
association directory, and $100 to have it reprinted as a flyer.

The following year, that $300 ad turned into $12,341 in new
business for me. And $12,341 was just a tiny fraction of my
total business that year.

Why did I make so much money myself while there were so many
thousands of "starving writers" in the world? The answer may
surprise you. You see, it's not because I'm a better writer.
It's not my schooling. Not my resume. Not any talent I was
born with.

It's all because I learned how to write "killer copy."

How do you write killer copy?

You start your killer copy with an emotion-packed opening
statement that will get the attention of your reader. This
opening statement may be:

* a headline
* an opening sentence
* a subject line on an email
* the header on a Web page

... or for that matter, the opening words in a telemarketing
script, radio commercial, or TV spot. What's important is that
you understand - your first words count for everything - because
you must captivate peoples' imagination with those words in
order to keep their attention.

Here are examples of opening statements from actual successful
marketing pieces:

a) "Take the luxury vacation of your dreams at a reduced cost
because of this special offer" (from a travel agency's letter to
business owners.)

b) "How to stop overwhelm before it stops you" (from a personal
coach's ad aimed at stressed-out overachievers)

c) "Why almost every financial statement in family court may not
disclose the full net worth of the opposing spouse" (from an
investigator's sales letter to divorce lawyers.)

Then, after your emotion-packed opening statement, you just
a) Make a promise
b) Back it up with convincing proof and
c) Ask for action

Let's look at how you do each of those three techniques.

1. Make a promise. The letter about luxury vacations starts
with these words:

"Imagine taking your winter vacation knowing you aren't
spending a penny more than you have to - secure that you have
a team of travel experts making sure every little detail of
your vacation goes smoothly. "Here's how you can have that
vacation right now: Take advantage of an unusual promotion our
company is doing. Let me explain."

Pretty exciting, right? Even if you don't think so, the people
who got the letter did - because the letter produced an amazing
$5 million in sales for the travel agency.

2. Back it up with convincing proof. The personal coach's ad
for stressed-out overachievers, the one that begins "How to stop
overwhelm before it stops you," contains this proof:

* 3 case studies,
* 3 testimonials,
* detailed credentials of the coach
* and a money-back guarantee.

Despite its stunningly bold claims, the ad comes across as very
believable and has generated a record-breaking parade of new
clients.

3. Ask for action. The investigator's sales letter to divorce
lawyers, beginning "Why almost every financial statement in
family court may not disclose the full net worth of the opposing
spouse," ends this way:

"I would like to meet with you at no charge to show you how I
can be of service to you and your clients in future family law
cases.

"Please call me at your convenience so we can set up a meeting
to discuss further how I can assist your clients recover their
fair share of assets. Call me directly at xxx - xxx-xxxx."

Killer copy always asks for action in the most powerful way
possible. Notice how the above words spell out exactly what to
do, and even make a big promise - that the lawyer reading the
letter will recover more money in court for their clients (and,
therefore, get more money themselves).

As you can see, a few words of killer copy can lead to massive
amounts of money. In fact, many people say writing killer copy
is the single most valuable money-making skill in the world.

And recently, writing copy was named as one of the top 10
emerging professions for the new century.

It doesn't surprise me. In the age of the Internet, the old
style of advertising copy -- saying something clever, and hoping
people remember - just doesn't cut it anymore.

Besides, these days, with business-to-business advertising
growing so fast, the traditional advertising industry is feeling
a lot of pressure for ads that really produce results. Why?
Because, old-style advertising that entertains, but does not
sell, is not cost-effective enough for many companies in today's
hyper-competitive market.

Recently I heard from my former accountant. (A few years ago,
he left accounting to start a new business.)

He asked me if I wouldn't mind sharing some ideas on how he
could write killer copy for his own business.

I said sure. And now he's on his way to doing the same thing
that I do, for himself.

Funny thing about the conversation we had the other day. Unlike
the conversation we had back in 1995, he didn't kid me about
drinking scotch, or anything else. Maybe he finally realized
that when it comes to increasing your income, killer copy is
serious business.

- - - -

© 2000 David Garfinkel. All rights reserved. David Garfinkel
is widely recognized by many "marketing gurus" as their secret
weapon. That is, he is known as "The World's Greatest
Copywriting Coach"; because, he can, like no other, teach you
how to turn words into cash. David is also the author and
narrator of Killer Copy Tactics, the Web's first and only
totally interactive audio/visual learning system for writing
killer sales copy.