http://archive.aweber.com/wwsnewsletterElectrify Your Marketing MessageThu, 15 Mar 2012 11:57:54 -0400http://archive.aweber.com/wwsnewsletter/K33cg/h/Have_You_Embraced_the.htm , After reading an article this morning about a major change in the way a 244-year-old company delivers products, I posted the following tip to my Facebook page: If you want to sell what your target audience buys, learn to see your marketing from your target audience's eyes. In an acknowledgment of the shifting media landscape and the growing reliance on digital mediums, Encyclopaedia Britannica Inc. announced this week it will no longer offer print editions of its reference product. Encyclopaedia Britannica President Jorge Cauz recently told the AP, This has nothing to do with Wikipedia or Google. This has to do with the fact that now Britannica sells it digital products to a large number of people. Something tells me Jorge stretched the truth a bit in that first sentence. What do you think? Without a doubt, society's appetite for information is tremendous. You can argue the craving is greater now than at any time in history. The problem with printing, however, is information becomes obsolete the second you publish it. Thanks to the Internet, information now moves at a dizzying pace. So what's this mean for your marketing? Well, regardless of your industry, your prospects actively hunt online for information. The Internet offers easy access to instant knowledge. You should be the person putting information in front of your prospects. In fact, even Cauz recognizes the shift to online communication. It (the company's move to a digital-only encyclopedia) is a rite of passage in this new era, he stated. Some people will feel sad about it and nostalgic about it. But we have a better tool now. The Web site is continuously updated -- it's much more expansive and it has multimedia. So are you dedicating resources toward posting helpful content online, or are you clinging to communication methods from the past? Please feel free to share this e-mail with the people in your network. Happy marketing! Tom *** How much longer can you use copy that doesn't generate responses to your marketing materials? Just reply back to this e-mail and I'll give you a quick quote. I write website content, advertisements, e-mail campaigns, sales letters, press releases and much more. *** Thu, 15 Mar 2012 11:57:54 -0400http://archive.aweber.com/wwsnewsletter/56X7A/h/Is_this_what_you_re_looking.htm Hey , You probably know me as a copywriter, marketing strategist or perhaps just someone who shares valuable marketing insight via e-mail. Or maybe you found me after reading my book, The Reluctant Writer's Guide to Creating Powerful Marketing Materials, or as a result of a speaking engagement. Regardless of how we were introduced, in the past, you could get my help in two ways: 1. Hire me to write your copy. 2. Learn from my trainings. Let's look at option #2 ... As you may know, I have several trainings. I wrote a book (with a second one due out this spring) ... I have a few information products ... I put on live trainings via video ... I speak at seminars ... and I often send you free recordings of interviews with industry experts. These items are all designed to help position you as an industry authority, deliver higher returns on your marketing investments and reach larger audiences with less effort. But for some people, more information is NOT what you need. You're fed up with searching for strategies and finding time to act on them. You're sick of seeing your inbox pummeled with pitches for products promising improbable profits. What you'd rather have is someone to stand by your side, walk you through the marketing process, and show you what steps to take next. Right? Or, what you need is a sounding board for critical marketing decisions. You want the security that comes with picking up your phone, calling a trusted advisor and asking, Is this the right move? or Can you look this over and tell me what you think? Sound familiar? Now I realize the guidance people want varies from business to business. So now you can get my expertise at any level you need -- and without a long-term commitment. But let's first be clear ... this opportunity is not for everyone. In addition to a financial commitment (the amount is up to you), this opportunity is only for action takers and people passionate about their marketing. Also, due to the time needed to work one-on-one with you, I'll only accept a limited number of partners. Okay, here's the deal ... Today I'm launching my Personal Marketing Multiplier Partnership. As a partner, you get daily access to me. I'll answer a question a day from you -- Monday through Friday -- via e-mail. You can ask me anything. Want to know where to begin your marketing? Need help reviewing your copy or current marketing strategies? Want advice on where to focus your efforts? I'm here to help -- you'll always get answers to your questions within 24 hours. And, thanks to mobile devices, we can communicate whether you're in the office, on the run or kicked back in your home recliner. Furthermore, you also get two 40-minute calls a month with me. That way we can dig into detail on any issues. I'll even record and deliver the calls to you so you can listen to your personalized trainings as many times as you want. And to ensure that your marketing copy gets the attention it deserves, I'll also give you a monthly copy critique. After reviewing your marketing piece, you'll receive specific recommendations on how to modify it to increase responses. But that's not all ... I'll also write a marketing piece from scratch for you every month. You can have me write an advertisement, press release, e-mail, web page, article or any other single-page document. With these tools, imagine what your marketing could look like just 30 days from right now. After all, someone on the outside -- a trusted advisor -- can see things in your marketing that you can't because you're too close to your business. Makes sense, doesn't it? As a partner in the Personal Marketing Multiplier Partnership, your investment is just $797 a month. And, remember, you're not locked in to a long-term commitment. You can use my guidance for as long as you feel you need it. Click here to request your spot in the Personal Marketing Multiplier Partnership. Now, of course, you may need a little less support, or your budget doesn't allow for all those tools. And that's fine ... Maybe your business is doing okay, but you sense your marketing could be better. Maybe you just need some new ideas. Whatever your situation, there's another option that gives you access to me and gets your questions answered via e-mail every business day. In fact, I'll also still give you two private 40-minute calls (and recordings) every month, as well as a new copy critique every 30 days. If this partnership sounds more like what you need, your investment is only $497 a month. Submit your request today for inclusion in the Personal Marketing Multiplier Partnership. And if you prefer an even more budget-friendly solution, then for just $297 a month, you can get your questions answered by e-mail every business day and receive a monthly copy critique. Altogether, you have three options for one-on-one marketing support. That way you can match my services to your needs. Fair enough? (Obviously, if you'd rather cut the coaching altogether and discuss a project you have in mind, that option is available, too.) Here's the breakdown: As a partner in Personal Marketing Multiplier Elite ($797/mo.), you get ... Daily access to me by e-mail Your questions on any business-related topics answered within 24 hours Two 40-minute personalized training calls with me each month MP3 recordings of all your one-on-one phone consultations with me Monthly marketing copy critique with specific recommendations on how to increase responses Response-driven marketing piece written by me each month from scratch (you choose the piece) Copy customized to attract prospects specific to your target audience As a partner in Personal Marketing Multiplier Plus ($497/mo.), you get ... Daily access to me by e-mail Your questions on any business-related topics answered within 24 hours Two 40-minute personalized training calls with me each month MP3 recordings of all your one-on-one phone consultations with me Monthly marketing copy critique with specific recommendations on how to increase responses As a partner in Personal Marketing Multiplier Basic ($297/mo.), you get ... Daily access to me by e-mail Your questions on any business-related topics answered within 24 hours Monthly marketing copy critique with specific recommendations on how to increase responses If you're serious about implementation and making your marketing work -- as well as moving away from just reading, listening and learning -- then fill out your Personal Marketing Multiplier Partnership request today. Isn't it time you stop going at your marketing alone? What you need to know right now ... Before we can become partners in marketing your business, we need to determine if we're a strong fit together. That's why I ask you to first fill out a request for the Personal Marketing Multiplier Partnership. You only need about 5 minutes to answer the questions. ***I'll accept requests through Friday, Feb. 3.*** Due to the time needed to work one-on-one with you, I'll only take 5 people as partners in the initial stage of the Personal Marketing Multiplier Partnership. Naturally, the first people who submit requests get preference due to their commitment to immediate action. But, obviously, action isn't the only factor I take into consideration. After all, I know life is pulling you in all directions. Again, here's the link for your request: http://powerfulmarketing.s3.amazonaws.com/pmmprequest.doc Once you fill in your information, you can either scan/e-mail back the form or send it to my private fax at 602.606.7920. Happy marketing! Tom P.S. Remember, you select your partner level and time frame in the Personal Marketing Multiplier Partnership. When you submit your request, just tell me what works best for you. I can only accept requests until Friday, Feb. 3. Go to: http://powerfulmarketing.s3.amazonaws.com/pmmprequest.doc Wed, 25 Jan 2012 10:10:27 -0500http://archive.aweber.com/wwsnewsletter/FaOxc/h/A_Mind_Manipulating_Word_That.htm : I'm about to give you a four-letter word that could make prospects more likely to buy your product/service. The word's effectiveness is backed by research. But I must admit, until recently, I never saw reference to its use as a mind-manipulating tool in marketing. This trick is detailed in Martin Lindstrom's new book, Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy (great title, isn't it?). In Chapter 6, Lindstrom, a marketing and branding expert who advises top executives at Fortune 100 companies, discusses the role nostalgia plays in marketing. He emphasizes we tend to live in the past -- and this is the way our brains naturally function. As a result, most of us long for things we missed out on in life. We also have preferences for movies, music, trends and products we enjoyed from childhood through our early 20s. For proof, think about the music you listen to today. Is it the same as what you played on your radio during your teenage and early adult years? Probably. Lindstrom says clever companies know our longings for the past become more intense as we get older. So they resurrect the sounds, sights and feelings of their target market's earlier years. They also make reference to the tricky word I mentioned above -- time. Here's an excerpt from Brandwashed: Did you know that just mentioning time in an advertising campaign makes us more likely to buy a product? It's because as soon as we're reminded of how fleeting time is, we think, I'd better have and enjoy this before it's too late. And did you also know that when we're primed to think about time, the chances we'll feel a personal connection to a product increases exponentially? For example, if a suitcase manufacturer or coffee company announces, It's time for a new set of rolling wheels, or It's espresso time, we're more likely to respond positively to these ads than not. Why? Because time, quite simply, is one thing we all wish we had more of yet rarely give ourselves permission to savor. So isn't it time you start incorporating this tricky word into your marketing? Please feel free to share this information with the people in your network. Sincerely, Tom Trush *** How much longer can you use copy that doesn't generate responses to your marketing materials? Simply reply back to this e-mail and I'll give you a quick quote. I write website content, e-mail campaigns, sales letters and much more. *** Tue, 04 Oct 2011 11:15:14 -0400http://archive.aweber.com/wwsnewsletter/DFxTc/h/So_what_really_works_with.htm Happy Saturday, . This morning on my daily run, I couldn't stop thinking about a few new ideas. So I'm sending a rare Saturday e-mail to get your feedback on one of them ... I'm considering doing a live video presentation to reveal several strategies for writing effective e-mails. In addition, I thought I'd address topics such as how to set up an e-mail campaign ... ways to automate your e-mails ... the anatomy of an effective e-mail message ... the best times to send your e-mails ... how to come up with topics for your e-mails ... tips for building your e-mail list ... and much more. Of course, the live video format would allow you to get your questions answered, too. Since you're on my list, your front-row seat allows you to see how I use e-mail in my own marketing. I've learned many tricks and tactics over the years that I'm happy to share with you. Please understand, though, I can't just give away this information for free. Access to the video presentation would require a small investment (backed by a full money-back guarantee) that just about anyone could afford. So before putting together the materials, I'd like to see how much interest you have in this topic. If you'd benefit from learning how to better use e-mail marketing for your business, could you please send me a quick reply? Obviously, if you respond, you're under no obligation to register for the training -- if I decide to do it. I just want to get an idea of how many people would consider tuning in to a live video presentation. Thank you for your help. Sincerely, Tom Trush P.S. Speaking of e-mail marketing, I just uploaded a new video to my fan page with 4 tips for writing effective e-mail subject lines. Check it out at http://www.facebook.com/tomtrush. Sat, 01 Oct 2011 15:43:06 -0400http://archive.aweber.com/wwsnewsletter/DVibc/h/Try_this_writing_formula_on.htm : If predicting the location of NASA's falling satellite debris proved easier than writing your last marketing piece, then the formula you'll soon see should help solve your struggles. But before revealing the process, understand I take zero credit for this tip. The recognition goes to Bob Bly, a renowned copywriter and author of several best-selling books on copywriting and marketing. (Yep, even Bob's freebies at http://www.bly.com are outstanding). Last week, I heard Bob on an e-mail marketing webinar explain his motivating sequence for persuading people through copy. The following is his formula (and my explanations for each step): 1. Get attention. Anything you mention in your marketing piece is essentially invisible unless you first gain your prospects' awareness. Try piquing curiosity with a question, tying your headline into current news, stating an alarming statistic or making a bold statement. 2. Identify the problem or need. Regardless of target audience, your product/service addresses an issue facing your prospects. So once you have their attention, remind them of the problem(s). Also, consider agitating the problem by explaining how putting it off can create additional challenges. 3. Position your product or service as the solution to your prospects' problem. This step is often forced too early in the persuasion process. As a result, the marketing message ignores prospects and instead describes the greatness surrounding a company's product/service. 4. Provide proof. Without evidence, solutions become empty words stealing space in your marketing materials. Remember, your prospects are skeptical. Show them you're credible and prove what you offer is legit by incorporating testimonials, case studies, references to research, comparisons or a guarantee. 5. Ask for action. Many opportunities get missed on marketing materials because prospects don't know how to respond. So make the next step crystal clear. And, whether you want an inquiry or an order, tell prospects how they get rewarded when taking action. Please feel free to share this information with the people in your network. Sincerely, Tom Trush *** If you need help crafting copy to boost responses on your marketing pieces, just reply back to this e-mail and I'll give you a quick quote. I write website content, e-mail campaigns, sales letters and much more. ***Tue, 27 Sep 2011 11:20:17 -0400http://archive.aweber.com/wwsnewsletter/KDbHY/h/6_Words_That_Will_Make_You_a.htm : Imagine asking a room full of business owners and entrepreneurs for their definitions of marketing. You'd probably hear several words repeated, such as sales, selling and promoting. But it's likely many would miss mentioning a critical piece in the marketing process -- something you need before anyone considers spending a single cent with you. Trust. That's why I came up with the following definition: Marketing is the process of establishing trust in a way that proves you can deliver your prospects' desired outcome. You see, marketing involves initiating and developing relationships similar to the one you have with a spouse. The most important component to both interactions is trust. But, as you know, trust takes time. These days, establishing trust with prospects and even your own clients is challenging, especially online. Lofty promises and fabricated facts get thrown around like rice at a wedding. But you can still cut through the chaos. In fact, the easiest way is to focus your marketing on the following six-word question: What do my prospects want most? Now, before jumping to conclusions, let me remind you of a fact that might sound a little harsh ... Prospects don't want your product or service. Believing they do only leads to frustration and unsuccessful marketing campaigns. What prospects want is the outcome delivered by your product or service. Understand the difference? So if you're a portrait photographer, your prospects don't want you to take pictures -- they want visual memories they can't wait to share with friends and family. If you're a criminal defense lawyer, a guy just pulled over for extreme DUI doesn't want legal representation -- he wants to stay out of jail, get his record cleared and have a chance at living a normal life again. Your marketing must provide insight that puts prospects closer to their desired outcome. Recently, I was introduced to a passage from Wallace D. Wattles' 1910 classic, The Science of Getting Rich. Many view the book as the basis for most personal finance and self-help literature written today. Check out how Wattles describes our natural desire for knowledge and understanding -- as if both are internal forces you can't turn off: In so far as your business consists in dealing with other men, whether personally or by the letter, the key thought of all your efforts must be to convey to their minds the impression of increase. Increase is what all men and all women are seeking. It is the urge of the Formless Intelligence within them, seeking fuller expression. The desire for increase is inherent in all nature; it is the fundamental impulse of the universe. All human activities are based on the desire for increase. People are seeking more food, more clothes, better shelter, more luxury, more beauty, more knowledge, more pleasure -- increase in something -- more life. Every living thing is under the necessity for continuous advancement. Where increase in life ceases, dissolution and death set in at once. Man instinctively knows this, and hence he is forever seeking more. So what's the more your prospects ask for? Please feel free to share this information with the people in your network. Sincerely, Tom Trush *** If you need help crafting copy to boost responses on your marketing pieces, just reply back to this e-mail and I'll give you a quick quote. I write website content, e-mail campaigns, sales letters and much more. *** Tue, 20 Sep 2011 11:15:34 -0400http://archive.aweber.com/wwsnewsletter/4mDDY/h/I_need_your_help.htm : I recently had a situation come up that I'm hoping you can help me with. On Tuesday, I responded to a media inquiry on HARO. A reporter asked for business owners who could share the single marketing thing responsible for generating most of their customers. Without a doubt, one area of my marketing powers my business (as well as opportunities outside it). But I know this strategy isn't shared by most business owners. That's why the reporter's query got me thinking ... You probably have aspects of your marketing that generate most of your business. And while I'm usually providing the insight into copywriting and marketing strategies, why not give you an opportunity to share your thoughts? So what's the single marketing thing responsible for generating most of your clients/customers? Reply back to this e-mail with your thoughts today and I'll share your marketing message with my community of business owners and entrepreneurs. All I ask is you limit your response to 100 words or fewer. In addition to your name (so I can give you credit for your tip), feel free to include your website address. I'll then take all the advice, compile it into an article (which will also include my response) and post the piece on my website at http://www.writewaysolutions.com. Of course, I'll notify you when everything is complete, send an e-mail announcing the article to my entire list and do my usual social media distribution. The bottom line is you'll get some extra exposure and even an incoming link or two to your website. My goal is to get a collection of ideas that business owners and entrepreneurs can immediately implement into their marketing efforts. So are you game? If so, reply back to this e-mail with your tip by Wednesday, Sept. 21, so I can make the article available to everyone by the end of next week. Sincerely, Tom Trush P.S. By the way, a total overhaul was just completed on my Facebook fan page. Let's connect at http://www.facebook.com/tomtrush. Fri, 16 Sep 2011 12:07:22 -0400http://archive.aweber.com/wwsnewsletter/Ms432/h/Ways_and_Words_That_Cause.htm : Remember the marketing prediction I shared with you late last year? Released on Dec. 28, 2010, my article titled, The Trend That Will Drive Marketing Success in 2011, explained significant changes in the marketing world. The piece stressed how you -- as a small business owner and entrepreneur -- can now compete on a promotional level with larger companies aided by bigger budgets. Back then, I described the way you contend is by creating shareable content. After all, people no longer just read information -- they seek out ways to share it. Fast-forward several months and content sharing continues to be especially prevalent among people who use the Internet. According to data released by Chadwick Martin Bailey, a marketing research consulting company, three-quarters of Web users say they're likely to share pieces of content with their friends and family. But the idea that content sharing only occurs online is crazy. Traditional communication methods, such as face-to-face conversations, phone calls and (gasp!) snail mail, are still alive and kicking. (By the way, don't let the U.S. Postal Service's much-publicized financial collapse cloud your view of mail's effectiveness as a marketing medium.) Ultimately, if you want people to share your content, you must generate a wow reaction. This response requires delivering unique information that's not available from your competitors. You must also provide content with substance, instead of a message based on your desire to push sales. If you regularly use Facebook for marketing (and you should), check out this list of the most shareable words on the social networking site: http://danzarrella.com/the-most-facebook-shareable-words.html. Two words that immediately jump out are why and how. These terms suggest educational messages and explanations. Example titles you've seen me use include Why So Many Print Ads Fail and How Much Copy Do You Need to Create Sale. And don't forget my favorite how variation -- How to (as in How to Cut Marketing's Most Costly Expense). What should also get your attention is the frequency of you, or what's been referred to as marketing's most persuasive word. When you use you (and variations of the term), you prove to prospects your content is written specifically for them. And don't forget ... If you want people sharing your marketing materials, remind them and provide ways to pass on your information. In addition to including a sentence similar to what's in italics below this article, add sharing buttons on your website that link to Facebook, Twitter, Google+ and social bookmarking sites. Please feel free to share this information with the people in your network. Sincerely, Tom Trush *** If you need help crafting copy to boost responses on your marketing pieces, just reply back to this e-mail and I'll give you a quick quote. I write website content, e-mail campaigns, sales letters and much more. *** Tue, 06 Sep 2011 07:07:31 -0400http://archive.aweber.com/wwsnewsletter/EIXTI/h/A_Sneaky_Way_to_Generate_New.htm : Lately, I've noticed several TV advertisers using a sneaky (and super smart) marketing method to lure new customers. What's great about the approach is, in addition to attracting new buyers, it also gets current customers to make more purchases. In the examples you're about to see, you'll notice the commercials promote products. However, you can apply the same marketing method just as effectively to professional services. Before I reveal the method, let me show you the first advertisement. See if you can figure out what's going on. Click the following link for a 15-second commercial from Bisquick: http://on.fb.me/pVLsni. Did you catch the marketing method? The introductory question -- Can your pancake mix do this? -- triggers curiosity. You don't know what this is unless you watch the full commercial. If you use pancake mix, you'll likely stick around to see what follows. I'm guessing Bisquick's reps realize consumers primarily use the pre-mixed baking product for pancakes or biscuits. So by educating their audience about Bisquick's hidden power, more people will now consider using it for other dishes. Kind of a sneaky way to get into buyers' minds, isn't it? And here's what you must understand ... Regardless of your product or service, your prospects and clients have a preconceived notion of what it can do for them. Unfortunately, this perception is often flawed. One way you overcome this problem is by using your marketing to explain how to best use your product or service. You can even take the idea a step further by describing applications beyond your product or service's intended (or most common) use. Check out this 30-second commercial for Pledge: http://bit.ly/nJybou. Just like Bisquick, Pledge is known for a primary use -- cleaning wood furniture. But now consumers know additional applications because the commercial uses an educational approach. It seems Pledge is going through a re-invention process to better accommodate today's consumers. If there are areas of your business that don't get the attention you desire, take a closer look at your marketing. Do you only allow people to see a portion of what you can offer them? Please feel free to share this information with the people in your network. Sincerely, Tom Trush *** If you need help crafting copy to boost responses on your marketing pieces, just reply back to this e-mail and I'll give you a quick quote. I write website content, e-mail campaigns, sales letters and much more. *** Wed, 31 Aug 2011 08:59:51 -0400http://archive.aweber.com/wwsnewsletter/55zWI/h/Thank_you.htm : Today is a big day for me ... a day that couldn't have happened without you. So, even though it's Saturday, I wanted to send a quick note to express my appreciation. Today is the one-year anniversary of receiving the first royalty payment for my book, The Reluctant Writer's Guide to Creating Powerful Marketing Materials: 61 Easy Ideas to Attract Prospects and Get More Customers. Sure, I could celebrate the date the book was released (as is a common practice). But since the book is a marketing piece, I'd rather honor the day it put dollars in my pocket. Makes sense, right? I realize you may already have my book. But if you don't or you'd like to give away a copy to another business owner or entrepreneur, you can now get it at a 40% discount until the end of the day on Monday. Just go to http://www.powerfulmarketingmaterials.com, click the Get the Book button and enter the code S3NZPLEB (without the quotes) when you check out. In addition to publishing my first book, the last year saw me release a new special report for Amazon Kindle. How to Create a Marketing Message That Generates Leads even hit #1 for a brief period in Kindle's Direct Marketing category. So what's up next? My second book, The You Effect: How to Transform Your Ego-Driven Marketing Into a Captivating Message That Creates Customers, will be out in about next 6 months. Of course, I'll keep you updated along the way. Again, thank you for your support, taking time to read my e-mails and helping share my message with the world. Sincerely, Tom Trush Sat, 27 Aug 2011 10:07:14 -0400