YOU Are a Major Factor in Whether or Not Your Copy Converts

by Mark Pescetti

Posted: 12 years ago 26 replies

COPY WRITING

In a mindset I did this morning, I said:

"...I could write the EXACT same copy for 10 different people to market... and watch 10 different results unfold.

Same copy.

Different results."

That wasn't B.S. I was just throwing out there.

Yesterday, I finished some initial test marketing (of the copy) for a new product I have the exclusive right to sell.

I attracted 10 people who would market the same copy, same design, etc. (you know, like any other affiliate gig) and watch what kind of results each of them achieved.

It was ridiculous.

One person made over almost $6000.

A couple others hovered around the $1500 level.

A few others still brought in $800 and $900 respectively.

And lower and lower, with one lady not making any sales (and ironically, she spent the most money driving traffic to site.)

My point?

YOU are a HUGE factor in whether or not copy converts.

Your mindset, your beliefs, your judgments and your past experiences all play MASSIVE roles in how well copy performs.

Interestingly enough, the guy who made almost $6000 spent ZERO dollars in marketing.

He did everything offline through good 'ol networking.

The way you think and the ENERGY you bring to the table can make or break your financial success...

...And that includes simple things like HOW you drive traffic to YOUR website.

Just thought I'd share.

Mark Pescetti

P.S. I was VERY picky about who marketed this new product. I didn't want any hustlers or scammers having a crack at it. These were all people who run their own online businesses to varying degrees of success.

#converts #copy #factor #major

WittyBlogger

12 years ago

Mark,

Hmm, it's true if you put it that way. But from my humble perspective, it really has to do with the traffic you drive.

"Targeted traffic" is vague - it merely means that the prospects driven to the sales copy is more "presold" to the copy. Perhaps they respond more strongly to certain "trance" experiences or words being used. Maybe they are intrigued by certain ideas.

I'd always say to tailor your copy according to the target audience - that is why both personalization and customized copy can surge conversion. We look through the eyes of the fish, not those of the fisherman.

Of course, you're definitely not wrong when you say we are also partially responsible for the results. It's undeniable. It's our role to drive the RIGHT traffic to the RIGHT copy.

Cheers.

-wittyblogger.

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bleudika

12 years ago

Hmm, this is very interesting.

Seems like a Law of Attraction issue. Did you do further research on those 10 people?

Examples like their methods on driving traffic, what their mindsets are before and during the selling phase or what locations they advertised at

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videolover7

12 years ago

Targeted traffic counts a whole lot more than mindset and energy.

VL

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Theresa Perez

12 years ago

Originally Posted by videolover7

Targeted traffic counts a whole lot more than mindset and energy.

VL

Mark has told us his case study.

Have you got a particular case that will support that statement?

From what I understand, it's Networking vs traditional marketing

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videolover7

12 years ago

Originally Posted by Theresa Perez

Mark has told us his case study.

Have you got a particular case that will support that statement?

From what I understand, it's Networking vs traditional marketing

I believe Mark has misinterpreted his particular case.

VL

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SMSWriter 12 years ago

I absolutely agree.

Writing really is about confidence.
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Mark Pescetti

12 years ago

Originally Posted by videolover7

I believe Mark has misinterpreted his particular case.

VL

You're free to believe whatever you want.

But there's a reason why some people financially struggle their whole lives, no matter how amazing they are...

...and why other people manifest abundance with ease (with equal or less marketing knowledge.)

If you're under the impression that you can give just anyone copy that converts and watch them manifest mind-blowing results, you're horribly mistaken.

Mark Pescetti

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videolover7

12 years ago

Originally Posted by Reflection Marketing

If you're under the impression that you can give just anyone copy that converts and watch them manifest mind-blowing results, you're horribly mistaken.

Since those 10 marketers all had the same copy supplied to them, the variable that mattered was the amount and quality of the traffic they generated.

VL

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SMSWriter 12 years ago

Originally Posted by videolover7

Since those 10 marketers all had the same copy supplied to them, the variable that mattered was the amount and quality of the traffic they generated.

VL

...which was determined by their approach...which was ultimately determined by their mindset.

Sorry. I drank the Kool-Aid. Burp.

Shanen
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- videolover7 12 years ago
  
  Originally Posted by BrandNewbiate
  
  ...which was determined by their approach...which was ultimately determined by their mindset.
  
  Sorry. I drank the Kool-Aid. Burp.
  
  Shanen
  
  Their approach was determined by their training and past results.
  
  And of course, mindset enters into it somewhere up the line. But not in the way the OP states. He credits their varying degrees of success to mindset and "ENERGY". Sounds like a bunch of woo-woo crap to me.
  
  VL
  
  Thanks
  
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- WittyBlogger 12 years ago
  
  Yes, I'm with videolover here. It's not that I'm against that idea though - I think mindset is a valid point. But in copywriting, when you write copy, it's clearly intended for a certain group of an audience when you researched for it. It might be that each of the clients Mark wrote the copy for happened to drive different types of traffic that worked, which may not have anything to do with a mindset.
  
  For example, if someone has a business mindset and wishes to invest in quality traffic like PPC... He's going to expect a return. Maybe he gets $300.
  
  On the other hand, someone may just be unwilling to pay frontup costs and wants to make do with free methods. Shockingly, it converts more, giving him $800.
  
  If we were to go with the explanation of mindset in this new scenario (with the same copy), then you'd wonder why someone with absolute zero business mindset has struck it rich with the same piece of copy.
  
  Well, then it boils down to the type of traffic sent to the copy. Whether they are presold. Instead of mindset, maybe it would be more appropriate to say that the clients "understood" what kind of traffic the copy was tailored for.
  
  But yes, the law of attraction/manifestation is shaky ground and I'm a deep believer in that. However, that's a different topic from here imho.
  
  -wittyblogger
  
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  7-figure entrepreneurs aren't made overnight. You can make money online with a full time income through blogging and making words crackle with energy. ;)
  
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MikeHumphreys

12 years ago

Originally Posted by videolover7

Since those 10 marketers all had the same copy supplied to them, the variable that mattered was the amount and quality of the traffic they generated.

VL

I disagree.

As Mark stated in his OP, the top earner found his buyers through OFFLINE networking.

In other words, the top earner nailed his target market.

More importantly, he closed those targeted prospects and converted a good number of them into buyers.

For face-to-face selling or selling in print, your mindset is critical. If you're not confident... able to easily answer and overcome the prospects' objections then you will fail to make the sale.

As Zig Ziglar says, "You were born to win, but to be a winner, you must plan to win, prepare to win, and expect to win."

I have never met a highly successful copywriter who told prospects that "maybe, just maybe... you should hire me because I think I could write a salesletter for you... that might... no, probably will make you a lot of money."

I have met a good number of highly successful copywriters who can look you in the eye and say with strong confidence something like "Hire me and I'll knock it out of the park for you."

My 3 cents,

Mike

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Mark Pescetti

12 years ago

Originally Posted by MikeHumphreys

As Mark stated in his OP, the top earner found his buyers through OFFLINE networking.

In other words, the top earner nailed his target market.

More importantly, he closed those targeted prospects and converted a good number of them into buyers.

For face-to-face selling or selling in print, your mindset is critical. If you're not confident... able to easily answer and overcome the prospects' objections then you will fail to make the sale.

Yup.

The top earner took the path of least resistance.

He understood who benefits and confidently, clearly sold it to people who just needed him to tell them how much they needed it.

He used the old Mary Kay party model.

He got people talking to each other to attend.

No flyers. Nothing.

Gave a presentation.

And got them nodding their heads.

Mark Pescetti

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MediaManager

12 years ago

"I attracted 10 people who would market the same copy, same design, etc"

"He got people talking to each other to attend.

No flyers. Nothing.

Gave a presentation.

And got them nodding their heads."

No offense meant by my question and forgive me in advance if I missed something in my reading, but how exactly did the "offline" individual present the "same copy" as stated in the original post?

The follow up post seems to state that he gave an oral presentation. Did he provide the copy in printed format to those who attended the presentation?

If the only control was the copy, I'm not sure you could say with any certainty why one marketer had more success then any other in the test. There's too many uncontrolled variables.

I'm not saying mindset isn't an important factor, but based on the information provided, the conclusion one would gather is that the media channel and advertising methods employed were the factors that contributed to the results in the test.

Thanks
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Mark Pescetti

12 years ago

Originally Posted by MediaManager

He verbalized a PowerPoint script I wrote... while going through the slides.

One more thing:

When I read a book, whether it's about copywriting, mindset development or even investing/leveraging my money, I'm NOT taking every word I digest as "the gospel."

If I gather just one golden nugget from a book... or even a thread here on the forum, I'm happier than George W. Bush when he realized he was free and clear of being charged with war crimes.

It's fine to want to know more information about this particular scenario (the thread topic), but the simple awareness that your unique life experience either allows to you to perceive:

Opportunity or hardship.

Financial struggle or abundance.

The right avenues for driving traffic and the wrong ones.

Etc...

...should at least give you a sense of excitement, and even reprieve, because it's not just copy that determines the results;

You play a massive role in the process (i.e. how you think, what you believe, what you can't believe, what you judge and the stories about life that you reference to constitute facts.)

That's WHY you have the Donald Trumps of the world who can create billions, be in debt millions, and become a billionaire again within a small handful of years.

That's WHY you have people with extraordinary talents and abilities who struggle to pay rent their entire lives.

There are no coincidences, ever, when you fully comprehend how your mindset creates YOUR experience... financially, professional, romantically, politically, spiritually, blah blah blah!

Mark Pescetti

P.S. To answer the question of the person I quoted, as I understand it, every prospect that sat in on the in-person presentation saw the website before attending. They were "pre-qualified" so to speak.

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DrLegend

12 years ago

This is very interesting! I find that when I put more energy into my site, I suddenly make more sales! Although the traffic stays the same! I think it's the same principle at work here!

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Mark Pescetti

12 years ago

Originally Posted by DrLegend

This is very interesting! I find that when I put more energy into my site, I suddenly make more sales! Although the traffic stays the same! I think it's the same principle at work here!

Hell yeah baby!

Whenever I write something on one of my ebook sites or do a blog, it opens up the floodgates for more to come in.

Amazing how that works, isn't it?

Putting your energy into something is a MUST way to keep the abundance effortlessly flowing.

That's why I always wonder WHY would anyone want to just be done with the creative process when their sales letter is finished?

The creative process NEVER STOPS!

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JakeDaly 12 years ago

I like your vibe, Mr. Pescetti. The more you put into life, the more you tend to get out of it. It's true across all aspects of life, really.
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- Steve The Copywriter 12 years ago
  
  Why not get the best of both worlds?
  
  Believe in yourself.
  
  And write a stunningly good sales piece.
  
  You'll find there's no great joy in doing one without the other.
  
  Steve
  
  P.S. Have you noticed how many copywriters just get in the way of themselves - stopping them writing good stuff?
  
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OliviaHoang

12 years ago

Originally Posted by Reflection Marketing

There's truth in this.

I am recently getting hypnotherapy to deal with limiting beliefs, and after only 3 sessions, I closed my biggest client to date.

Another lead wants me and only me to write for him for two upcoming projects he has up his sleeve...at four figures for each project.

Compared this to just one month ago, when I was writing for WSO clients for 3 figure sums, and spending way too much time on unqualified leads.

I went to a BNI meeting this Tuesday, and got one guy in commercial real estate contact me about doing his copy.

No more bottom feeders for me!

Now, all my leads have REAL businesses...not just IMers pushing junk infoproducts.

This mindset stuff is for real.

I've found hypnotherapy to do wonders for my perception on business and life in general.

I've also had one Rolfing session, which really helped me sleep well.

But I'm going to limit those to once per month until I'm done with hypnotherapy.

My therapist said that both done at the same time can be too intense because both modalities allow you to release a lot of emotional blocks.

Caveat: you have to be open to those things for them to work on you though.

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Mark Pescetti

12 years ago

Originally Posted by OliviaHoang

Congrats Olivia on the huge breakthroughs!

And bodywork is amazing!

feeling freedom from physical restrictions in your tissues can have profound effects in every aspect of your life...

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Alex Ceskavich 12 years ago

Originally Posted by Reflection Marketing

But there's a reason why some people financially struggle their whole lives, no matter how amazing they are...

It's because they aren't amazing.

Not yet.

- Alex
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The Marketeer

12 years ago

You're right on the money with this.

In conversation I had recently, a Warrior took a $10 WSO and turned it into $5000 profit within a very short time.

It's all about the way we use the resources we have available to us.

In NLP they refer to people's experiences, beliefs, conditioning and choices as FILTERS through which we see the world.

Because we all have different filters or unique ways of viewing life, the way we understand and do things affects the results we get.

And this explains why people get such different results and have so many different viewpoints on the same topic.

Another important aspect of getting good results is following a proven path or method from people who have achieved success in the area you want to focus on.

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SMSWriter

12 years ago

Originally Posted by The Marketeer

You're right on the money with this.

It's all about the way we use the resources we have available to us.

Because we all have different filters or unique ways of viewing life, the way we understand and do things affects the results we get.

And this explains why people get such different results and have so many different viewpoints on the same topic.

Originally Posted by MikeHumphreys

I disagree.

As Mark stated in his OP, the top earner found his buyers through OFFLINE networking.

For face-to-face selling or selling in print, your mindset is critical. If you're not confident... able to easily answer and overcome the prospects' objections then you will fail to make the sale.

As Zig Ziglar says, "You were born to win, but to be a winner, you must plan to win, prepare to win, and expect to win."

Mike

I don't necessarily agree with / subscribe to the Law of Attraction school of thought either, but you can't deny the power of positive thinking.

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Mark Pescetti 12 years ago

What you do... And HOW you do it IS the product of your mindset.

For instance...

If a client hired 10 top copywriters to craft a sales letter, you'd see 10 different perspectives, tones and methods to trigger emotion.

If one of them better than the other?

Well, one copywriter's mindset might have produced stupid-good copy...

...while the other nine failed to hit the right emotions.

My point?

What makes each of us unique, regardless of how we look or where we're from, is our mindset.

And just to be clear, your mindset is HOW your ATTENTION is driven.

It's HOW your judgments, beliefs and stories ALLOW you to see the world.

So from that perspective, the way I drive traffic to a website is going to be different than how you meet this objective.

That's life.

And yes, there's a reason WHY I BELIEVE making $10,000 TODAY is easy... while other people of equal (or greater talent) have a hard time believing they can make $1000 on any given day.

Mark Pescetti

P.S. The person who spent the most money used the same Adwords copy, for instance, as at least 4 other people... And they made money.
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scott@scottfoster

12 years ago

Originally Posted by Reflection Marketing

In a mindset I did this morning, I said:

YOU are a HUGE factor in whether or not copy converts.

Your mindset, your beliefs, your judgments and your past experiences all play MASSIVE roles in how well copy performs.

Perhaps it applies more to the mood you are in when in the process of crafting copy?

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YOU Are a Major Factor in Whether or Not Your Copy Converts

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