We’re Chris Allsop and Kevin Adam. Twice each week we summarize the most recent ezines from more than 10 of today’s best-known marketers and copywriters.
You get these summaries by email every Tuesday and Friday. Now you can quickly scan the summaries, and then click through to read the full ezines [...]
Welcome to CopyClips, where we bring the best copywriting and marketing ezines to you…
When Life Throws You a Curve Ball – Part 2
This is part two of my blog on dealing with life’s unexpected detours. If you haven’t already, you may wish to read the first part here.
After checking in, the first thing ER staff did was to screen Brian for depression. We sat with a young social worker who listened patiently as my daughter [...]
When Life Throws You a Curveball – Lessons to Learn
Sometimes, out of nowhere, life takes a turn. Sometimes it’s drastic, other times, gradual. In my case, the unexpected crept, ever so slowly, into my life. Yet before I knew it, I was facing a life that would be completely different from anything I had ever planned. But let me start by taking you back [...]
Read the full article →Here’s a List of Resources to Help Expand Your Business
Who else wants more business from each client? (Play on famous headline intended!) In my last blog, I talked about adding value to your bottom line by moving from writing single pieces of copy to helping clients develop marketing and business strategies.
Here’s the bonus. If your client needs additional direct marketing methods to build their [...]
Chris Allsop: How to Add Value to Your Copywriting Services and Money to Your Bottom Line
A client has just asked you to write the copy for a landing page. If you’re like most new copywriters, you’ll do a happy dance, prepare a contract or letter of agreement (hopefully), and then get right into gathering the information you’ll need to write killer copy.
However, you may have just missed a huge opportunity [...]
We have a modest Edition for you today, with a swipe-file winner analyzed by the designer, a review of 10 successful Facebook pages, and the three stages of business aptitude you’ll need to explode your profits.
Here are today’s summaries and links:
Everyone knows that becoming an expert at something requires work and happens in stages. Excelling at business to improve your efficiency and profit requires three critical stages, according to Troy White in this week’s post on The Total Package. To find out what those stages are – and what you need to do to succeed at them – simply read Troy’s post here.
This week’s swipe on The Total Package has a great bonus: an analysis by the designer of the challenges he faced in helping to make the package a winner. The writer was Carline Anglade-Cole, and her great copy coupled with superb design knocked this one out of the park for the client. Visit this page for the swipe download and the great analysis.
This is a fun, and interesting tour of Facebook pages that work. Many have great ideas that can be used in web pages. You may be able to find some new ideas for your clients…
http://www.socialmediaexaminer.com/top-10-facebook-pages/
There’s no copy or marketing lessons in this link. Just an overview of 75 very creative social media icon sets – and they’re all free.
http://www.dzinepress.com/2010/08/75-most-creative-free-social-media-icon-sets/
This 45 minute webinar walks you through the 6 main parts of an email and explains how you can use each to encourage your readers to take action.
http://blog.blueskyfactory.com/creativeanddesign/understanding-the-anatomy-of-an-email/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+TheThinkingInbox+%28The+Thinking+Inbox%29
Learn how to make a great landing page as this site owner tries different techniques to improve his conversion rates. You’ll see in the three examples why he was able to double the rate, and how he might be able to increase it even more.
http://www.marketingexperiments.com/blog/research-topics/trust.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Marketingexperiments-Blog+%28MarketingExperiments+Blog%3A+Research-driven+optimization%2C+testing%2C+and+marketing+ideas+%29
We hope your week is profitable, and we’ll be back Friday with our next Edition!
Chris and Kevin
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Posted by: Larry Owen
September 3, 2010
Issue #1003
Subject of the autopsy: Digest-size bookalog; 48-pages, full-color
Client category: Vitamins and Health Supplements
Writer: Carline Anglade-Cole
Designer: Larry Owen
“The Shocking Truth About Chlorella”
I chose this direct-mail Bookalog to examine because:
- Carline Anglade-Cole was the copywriter
- Carline’s copy strategy is clever and unique
- It posed interesting graphic design challenges
- I think I was able to overcome these design challenges
- It’s a WINNER!
The covers of this bookalog get attention. “The Shocking Truth About Chlorella” … reader, take WARNING! … Suggesting there’s something inherently WRONG with this popular health remedy — even though it outlines on the same cover the many health benefits of the supplement. Tricky.
The back cover even suggests this nutrient might be ILLEGAL! Ban it!?
The copy actually promotes a product by seemingly putting it down. It’s a clever bait-and-switch that reveals itself inside, where we want the reader to go.
The curious reader, stimulated, reads on. Only after many pages of selling the health benefits of the remedy is the secret warning revealed: the client’s chlorella is the ONE chlorella that’s any good.
This strategy is the brainchild of Carline Anglade-Cole, a diversely talented health writer with contagious enthusiasm. I delight in the fact I designed her first blockbuster winning health magalog in 1999, “The Forbidden Secrets of SEX and HEALING.”
First, I’ll frame my thoughts about the mechanics of this “Shocking Truth” bookalog design, then I’ll outline the 8 identifiable inherent challenges I had to satisfy. This should be helpful to both copywriters and artists.
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Posted by: Troy White
September 2, 2010
Issue #1002
It is an honor to be writing this one as the Total Package celebrates its 1,000th post this week.
I feel even more privileged to have you here reading my posts, and (hopefully) seeing enough value to post your comments below.
Some weeks I bomb and don’t seem to connect, other weeks, like last, I struck a chord and got your interest and comments.
This week I want to talk about the triad that each and every one of us needs to master.
We are here for a reason … to learn and profit.
And there are three stages to that:
- By becoming more proficient at marketing.
- By leveraging that skill (and the money made while using it) to bring on additional resources so that we can grow further.
- And by packaging #1 and #2 up so that we can find new profit centers and offerings our clients want.
You and I both know that we are incredibly fortunate to have masters like Makepeace, Bencivenga, Bird, Masterson, etc here helping us for free.
Never before has there been such easy access to some of the greatest minds in business (I don’t mean to exclude any one of our editors here, just don’t have the room to list them all – there is a list of them off to the right of this post).
Each and every one of them dearly wants us to become proficient marketers and writers so we can fulfill our dreams, and pass on even more knowledge to other aspiring entrepreneurs.
Imagine the change we can all make happen if each one of us took the tools given here and used it to their greatest potential.
Businesses would flourish.
We would contribute immense amounts of money into the economy.
We would hire more people.
We would share our knowledge with others, and help the growth continue for many more decades to come.
That is how evolution and permanent change happens … with action.
Stage #1 in the triad:
Turn your knowledge into sales.
The Makepeace Total Package is here to help you become the best marketer you possibly can be.
And only through massive action will the advice given here turn into cash in the bank.
Take all the advice given here on this blog, test it in your own business, and see which techniques work best for you.
Some will work far better than others.
One reader of my personal ezine and this blog just wrote me from Australia to share that the techniques he learned enabled him to buy a pony for his two young daughters … a lifelong dream come true.
He took the ideas – tested them – found what worked – then went big with those proven winners. He took massive action on the idea and turned it into cash.
Everything you need is here to master the money side of entrepreneurial growth.
But then you need to turn that growth into something bigger, you can’t do it all yourself.
Stage #2 in the triad is to create
the freedom to grow bigger, faster.
And you cannot do that by working harder … you need help.
Entrepreneurial burnout is the result of trying to do it all yourself.
Been there … not fun.
I have written before about outsourcing to help with stage #1.
Hiring people locally is also a great way to leverage everything you accomplished in stage #1 and grow it even bigger.
But, not everyone wants that: some are content with finding a business model that creates them a decent living, and they can just plug away doing that.
But most entrepreneurs I know think beyond that.
And having help is the way to grow bigger.
So you bring team members onboard that give you the freedom to grow faster, without having to work more hours.
As your team develops, you find you are able to focus on the key skills and areas of passion that help your customers the most.
Once you have developed the skills to make money, and then leveraged that money to create freedom, you can then move on to the last stage in the triad.
Stage #3: Finding innovative ways
to create new profit centers.
Those can come from the team members you have on board … or can come through partnerships and additional resources you bring on board.
When you have the time and money to look to new income streams, the growth can be exponential.
The resources are in place to implement more ideas faster.
The money is there to invest in your growth.
Your mindset is there and completely focused on making it all happen.
The perfect combination all wrapped up.
Think about the three stages like a triangle.
Each of them is critical to make a perfect triangle. There is no one point that is more important than another. And each corner feeds into the next.
Some entrepreneurs focus more on one corner or stage more than others – and quickly find it off center and unbalanced.
But when you put equal weight on mastering the skills to make money, leveraging others to create freedom, and finding new and innovative ways to create even more income streams … the triad is perfectly symmetrical and balanced.
Having more money enables more freedom.
More freedom enables you to look outside the box for new ideas for growth.
New growth enables more money.
And so on.
Each stage feeds into the next and can continue to help you grow for many years into the future.
But you must stay balanced here.
Always be thinking about the three stages.
Don’t get caught up in one stage, neglecting the others.
With the economy as it is right now, we all have to work harder than just a couple short years ago.
But it is also the time when the weak will find they just can’t take it.
Leaving those of us who can to build faster and bigger.
When things do turn again, they always do, we will emerge with an incredible foundation for anything we want to accomplish.
But it all begins here and now
with a commitment to focus
on all three phases over the coming months.
Learn, apply, and make money.
Create freedom for yourself.
Leverage your freedom and money to find new profit centers you previously didn’t have.
Then make sure you tell everyone your empire began with the Makepeace Total Package!
To your success,
Troy White
Editor, Small Business Mastery
Supplement to THE TOTAL PACKAGE
Troy White is a top marketing coach, consultant & direct response copywriter based in Calgary, Canada. He has a powerful approach to growing small businesses and entrepreneurial run ventures on a budget. His FREE Cash Flow Surges newsletter shares tons of great strategies at https://responsivedm.infusionsoft.com/go/sbc/makepeace.
He also publishes the incredibly powerful Cash Flow Calendar system that gives you daily, weekly and monthly marketing ideas to promote your business and stand out from the crowd. To get your free tips for growing your business, you can register at https://responsivedm.infusionsoft.com/go/cfc/makepeace/
Looking for resources related to this article? Try some of these.
Looking for more of Troy’s articles? Check these out.
Looking for past issues of The Total Package? Click here for our archives.
Attribution Statement: This article was first published in The Total Package. To sign-up to receive your own FREE subscription to The Total Package and claim four FREE money making e-books go to www.makepeacetotalpackage.com.
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Well, we’ve made it to Friday and the new Edition of CopyClips! This Edition has more great info and tips, including how to write an ebook when time is tight, how to keep web content fresh for search engines, and how to know if you’re stealing other copywriters’ ideas, rather than imitating.
Plus, Chris posted Part 2 of her blog, “When life throws you a curve ball.” Here’s the opener:
This is part two of my blog on dealing with life’s unexpected detours. If you haven’t already, you may wish to read the first part here.
After checking in, the first thing ER staff did was to screen Brian for depression. We sat with a young social worker who listened patiently as my daughter and I described his increasingly bizarre symptoms. She asked Brian all of the standard screening questions. Then she asked, “Brian, do you know today’s date?” My husband confidently answered “Of course. Its February 20th, 2009″. She replied gently, “Would it surprise you to know its March 3rd?”
I’ll never forget the look on his face. He was completely taken aback – even frightened. I nearly hugged her when she turned to me and said, “This is not depression. I’ll speak with the charge nurse. We’ll run more tests tonight.”… Read more->
Here are today’s summaries and links:
Copywriting “wisdom” says your writing can get better faster if you imitate the pros. But – where is the line between imitation and stealing? Could your ”close” imitation actually be theft? If the lines between the original and your piece are looking pretty blurred, then you might want to read the latest ezine from John Forde, where he tackled that very issue. Read it here.
Changes to the way search engines work can have a major affect on how well your site lists organically. With several significant changes to the way Google searches this year alone, it’s imperative that your site content remains fresh and up-to-date. But – how do you do that and what changes do you need to make? For some guidance on this critical topic, check out the latest ezine from Web copywriting expert Pam Foster.
Just as in any business, having the right systems in place for information marketing can save you a ton of time and eliminate lots of headaches. Fred Gleeck, in the fifth installment of his information marketing blog series, explains what systems you need to have in place – and where you can get them. Read Fred’s post here.
People learn in different ways, but video is one of the most popular. In part 6 of his series, Fred Gleeck covered what it takes to make the video portion of your product – or a standalone video – easier and less expensive to produce. Get Fred’s tips here.
Fred Gleeck topped off his 7-part series about information marketing with a simple way to break up book writing into much smaller and easily managed pieces. If you’re thinking of writing a book – whether an ebook or for print – then you’ll want to check out Fred’s technique in this post.
This week’s test on Which Test Won tested the size of an opt-in box. Did the smaller box lead to more opt-ins, or the larger? Cast your vote and view the results here:
http://whichtestwon.com/archives/4869
Envelope copy. It seems like the easiest portion to create in a direct mail package. Yet if you get it wrong, your promotion is tossed in the recycle bin. Here are some tips to get your envelope opened.
http://www.directcreative.com/blog/direct-mail-envelopes?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+DirectCreativeBlog+%28Direct+Creative+Blog%29
Have a great weekend, and we’ll be back Tuesday with our next Edition!
Chris and Kevin
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Here is your 7th and Final Installment of What I promised you. If, for any reason you missed any of these, they are all FEATURED articles on my blog. You can get there by going to: http://www.FredGleeck.com/blog IF you like any of these articles, I'm asking you for a BIG favor. I know it's a pain in the butt to do, but PLEASE help me out. The only way I can get ahead of all the SLEAZEBALLS in this business is if people like YOU go to the site and link to it or DIGG the items. This will improve my rankings and make sure the "good guys" win!!! Yeah! I am only asking you to do this for me if you feel that these articles have been THAT good! Don't think that EVERYONE is doing this. They aren't! I need YOUR HELP! Your linking or DIGGING one of these articles may have a HUGE impact. So, thanks again in ADVANCE for doing this!! ************************************************* Writing a GREAT book or E-book Many information marketers tend to skip doing a book in their field. It's MUCH easier to do an audio program. A LOT less work. BUT, not doing a book will hurt you in the long run. Trust me, I did this the WRONG way when I started. It hurt me. Don't make the same mistake. How and why did I get hurt? First off, there is nothing better than a book for gaining credibility in your field. An ebook is fine, but I'll also be recommending that you produce a PHYSICAL book as well. More about that later. To write a good book you MUST START with a good outline. This is a mandatory step. You can't write a good book without a good outline. Here is my LOW TECH suggestion on how to do one right. Go get a set of 250 3X5 index cards. Open up the package and start writing down any and everything you think your book should contain. Don't screen yourself, just start CRANKING out index cards. Also, don't worry about duplicating a topic, you can clear that up later. Depending on how broad your topic, you may need MORE than 250 cards. A BIG topic may require 500. Now that you've written down EVERY possible idea for your book, find a large open area on your floor or carpet in a room where you won't be disturbed for a couple of hours. Look through each index card and start putting them into piles based on topics. When I wrote my book "Publishing for Maximum Profit" which you can get at http://www.FredGleeck.com/ebooks, I used this exact system. I wrote out all of my index cards. I then sat on the floor in my living room. I then started sorting the cards into piles. Eventually, different CHAPTERS emerged. With the book on Publishing, it was clear that there needed to be a chapter on Printing. So every index card that had ANYTHING to do with printing went into that pile. I did the same with every other MAJOR topic that came up. When all was said and done, I had about 12 chapters and thus 12 piles of index cards. I then went pile by pile through the sets of index cards. I looked through them and decided what order they should go in to best explain the topic. When I finished with one pile, I moved on to the next. When I was done I had 12 stacks of cards, each pile in the correct order. By looking at each pile if was obvious what the chapter title would be. All of the cards in that pile were about a specific topic. I then came up with a "sexy" name to title the chapter. My next step was to take each card and write an article about it. I didn't decide in advance how long that article would be. I just wrote until I had exhausted the topic. I tried to make sure NOT to cover anything BUT what that individual card was about. I knew that other topics would be covered on other cards. I didn't write in any specific order. I found that doing it this way gave me the flexibility and control to write based on what I was in the MOOD to write. It took me about 4 weeks and I was done. This is a relatively short book. When you read it, you'll understand. This article is all about the WRITING process. If you want more information about other elements of writing a book, download the Publishing book at the page I gave you earlier. To write a book, you have to start with the outline like I've recommended. Without it, you'll spend a lot more time than is necessary. You'll also find that the writing comes easier on some days. That's natural. The one thing I suggest you do is that you MAKE yourself sit down and start writing every day for a given block of time. Writing is an act of creativity AND discipline. I make myself write a certain number of words per day, whether it's a book or article or blog post. If you're finding it difficult to write, I suspect it's because you don't have a strong interest in your topic. That to me would indicate that you need to look around for something that you feel more passionate about. When I'm writing about a topic that I really enjoy, the words seem to flow onto the page. If I were writing fiction, maybe it would be different, but for us as information marketers, that is NOT the case. At the beginning of the article I spoke about it being a MISTAKE that I didn't start with books. Here is why. Creating audio programs in mass quantity, which I did, helped me to make money, but not build a reputation. Sadly, reputations PRIMARILY are created through writing and publishing books. To follow up on this fact, my other mistake was to ONLY self publish. If I had it to do over I would have clawed tooth and nail to get at least one of my books done with a major publisher. Again, status and reputation, as well as distribution will accrue faster when you publish with a major publishing house. That being said, get started writing your book NOW, and worry about who will publish it later! Also, with the latest information I've been talking about on my blog, there have been some BIG changes in the publishing field. Make sure and read it to keep up with things. All the Best, Fred Gleeck ©Fred Gleeck 2010 Fred Gleeck Productions 209 South Stephanie Street Suite B-209 Henderson, NV 89012 1-800-FGLEECK (345-3325) fredgleeck@gmail.com **************************************** Some of the links here may be affiliate links. In cases like that I get paid an affiliate commission. I will never lie to you about things like that, but YOUR price if you decide to buy will not be affected. I am also VERY careful not to make ANY exaggerated income claims. Some people make money using my products and materials but the vast majority do NOT. This saddens me, but it's the truth. I only hope that YOU will be one of the few who makes money. ****************************************
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