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Emotion Sells

Customers appreciate getting lots of details on the attractive features your product or service offers. Many will spend days or weeks looking over your materials or web site before they decide to buy. In the end, thought, their decision is largely based on emotion.

That's why savvy marketers stress the benefits a customer will receive when they buy. They try to get straight to the customer's personal emotions.

"Earn more money! Spend more time with family. Get the dream car you've always wanted. Show the boss how you saved 20% on all future supplies."

Those lines make you feel good about your future and proud of your accomplishments (or future accomplishments you will achieve AFTER you've purchased the product.)

The copy tells the customer "you're ok, what you want is ok, and you should have what you want."

Build emotion into your marketing by stressing the problem your product or service solves. It's a BAD problem that makes people miserable. Build up the stress the reader feels. Then show your customer how to relieve that stress by purchasing your product.

Kevin Nunley provides marketing and copy writing. Read all his free tips at http://DrNunley.com Reach Kevin at kevin@drnunley.com or (801)253-4536.

Creative Opt-In Lists

E-mail is the Internet's most popular tool. It is also a terrific way to market your products and services. Since sending e-mail to people you don't know is prohibited by law in many places, businesses are getting creative with opt-in e-mail.

Opt-in lists are made up of people who asked to be on the list. Advertising sent to opt-in lists tends to be very effective and rarely causes the problems associated with spamming. There are a number of good opt-in list services such at bulletmail.com, targ-it.com, and postmasterdirect.com/. These lists can be quite expensive, running 25 cents a name with big minimum purchases.

There are low-cost opt-in lists hiding all over the Net.

Many e-zines have big lists of dedicated subscribers. Find out if the publisher will put your sales letter or press release in a special issue.

Many sites offer popular reports and courses on multi-message autoresponders. Some compile legitimate opt-in lists from the people who subscribe. You can do this yourself by advertising a hot report or e-book. Make sure the people who request it agree to let you send them more information in the future.

Above all, make sure opt-in lists really ARE opt-in. There are a lot of "safe" lists being offered that are made up of addresses found on newsgroups and in classified ads. If someone accuses you of spamming, you will want to produce proof that the person opted onto the list.

Kevin Nunley provides marketing and copy writing. Read all his free tips at http://DrNunley.com Reach Kevin at kevin@drnunley.com or (801)253-4536.

Piggyback For Cheap Ads

One way to get very low-cost advertising is to piggyback your ads onto someone else's. This is a longtime practice in broadcasting, but can be used with any media.

Here is an example: You want to advertise your web site on radio, but don't have the hundreds or thousands it would take to buy your own spots.

There is a computer store in your town that advertises on radio all the time. You offer to cover a small share of their ad costs or trade a service for a mini 10 second ad included at the end of their radio commercial. Check with customers and suppliers who do lots of advertising.

I know a furniture chain that always includes a 5 second mention for the local cable TV company in their commercials. With the huge percentage of small businesses that want to be online but don't know how, you might offer to build them a web site they can promote in their commercials. Of course, the site will include a banner linking visitors to your site.

TV ads can include a graphic for your business or run a crawl (words across the screen). Larger newspaper ads might include a graphic and a few lines of copy for your business.

Kevin Nunley provides marketing and copy writing. Read all his free tips at http://DrNunley.com Reach Kevin at kevin@drnunley.com or (801)253-4536.

Rich Text Email Letters

Email often doesn't do a very good job of sending your good-looking documents. You get your sales letter, typed in Word, all set with headlines, bullets and text in bold.

There's no question you're holding a brilliant selling machine in your hands.

Now try to email your letter to a customer. If you attach your letter, the customer writes back she got nothing but a page of code. "Your letter was all scrambled!" she replies.

You can copy and paste your sales letter into the body of the email, but all the fancy formatting you worked so hard on will be lost.

Here's a cure--or at least a partial cure--to scrambled sales letters. Save your letter as a Rich Text file and attach. You will find Rich Text (maybe several types of Rich Text) in the Save As selections your word processor offers you.

In most cases a letter in Rich Text will transmit fine over the Internet. It will also open in most word processors with your formatting, headlines, and bold in tact.

This works so well that I rarely mail or fax a sales letter any more. I simply attach it as a Rich Text file.

Kevin Nunley provides marketing and copy writing. Read all his free tips at http://DrNunley.com Reach Kevin at kevin@drnunley.com or (801)253-4536.

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