A Quick But Very Critical Tip ...

[Raydal]

Now I review a ton of copy both for my students and for
free in this forum. There's one common mistake I see
repeatedly that can easily be avoided.

Now here is the essence of it: When you are writing your
sales letters forget the MODE OF DELIVERY for your product
EXCEPT that is the product itself.

So if you are selling an ebook, seminar, DVD, CD, workshop,
webinar, .. you get the point .. don't get hung up on HOW
you deliver the benefit at the expense of the benefits themselves.

Now I know this will sound quite familiar, but it's the basics that
kill any skill.

This is simply an extension of the feature vs. benefit advice.

I've seen so many headlines that talk about the video, ebook,
webinar, workshop etc .. when they could've used that
precious space to talk about the benefit the readers would
get from them. (Not to say that all headlines should be benefit
laden, but that's another subject.)

Also it would be helpful if you gave your ebook, course, webinar
etc., a name--usually a " _____ SYSTEM".

So don't get hung up on HOW you are presenting your benefit
at the expense of hiding the benefit itself.

Who cares about your ebook, webinar, videos, membership site,
report, software? So forget them and pile on the benefits.

-Ray Edwards

[Bruce NewMedia]

Good tip Ray.....the media/method that delivers the product does not in and of itself 'up' the value.

I also agree that its usually a good idea to try and identify your product as a "system" as long as its appropriate. Its easier to command a higher price selling a 'system' or 'course' particularly in the self-help and business improvement arena.
_____
Bruce

[Mr Money Maker]

Good idea, it's basic to most of us already into marketing for many years. But could help some of the newer marketers online.

[Raydal]

Originally Posted by Mr Money Maker

Good idea, it's basic to most of us already into marketing for many years. But could help some of the newer marketers online.

And that's the whole deception. This can easily be brushed off
as a "basic" idea but I read hundreds of sales letters that make
this mistake.

It's not easy to get away from the "packaging" of what you are
selling to the real meat of the stuff. Ask any marketer what they
are selling and 99% of the time they would tell you the "packaging"
answer. It's how we think and it's hard to escape.

But a copywriter should know how to escape this common trap.

-Ray Edwards

[Mikev]

I have to agree, Ray, it is easy to forget. Sounds like a good point to me.

[AlanCarr]

You see it a lot now, with people pimping a $9.99 ebook as a $499 'video course' - because it's on video, see?

Yawn.



B.

[andymurray]

Hi Ray,

I agree with what you are saying about not to waste
valuable space. But aren't the words DVD, Ebook, Audio
workshop, seminar, etc... describing a benefit on a
deeper kind of level we may not be conscious of?

For instance...

DVD - Full multi media presentation of the material. Watch
as many times as you want. Quick access to information.
Can absorb its teachings whilst lounging on the sofa.

Audio - Load the file into your mp3 player and listen whilst
you get on with other things. Your subconscious absorbs
information more efficiently this way.

Workshop - Network with other like minded individuals who
share the same passion for their work. Enviroment is ideally
suited to learning.

Etc...

In my mind those words are features of the product.
However, they also conjure up benefits like above.

When we write a headline I know space is crucial. So could
using a word that has a hidden benefit be a better option?

Your thoughts on this are very much appreciated.

Thanks,
Andy