People Are Irrational In Their Buying Decision … And The Only Thing You Can Do About It Is To Embrace It.

From the desk of Razvan Rogoz,

Most people do not take decisions that make sense.

It is said that 95% of any group will take decisions because it sounds nice, it feels right or the outcome that may come out of that decision looks good. All are emotional estimations.

On a more technical level, it is about the tone of voice your self-talk (inner voice) is using when thinking about this / the feelings it triggers in your body based on your map of beliefs or the pictures you imagine in your mind.

The other 5% are said to be overly analytical type that take data driven decisions, similar to how an accountant would balance a budget.

So while this is not the entire story, 95% of all people don’t take decisions because they make any rational sense but because it makes subjective, emotional sense. Yet, nine out of ten copywriters will write a piece that makes perfect rational sense on why one should buy the product and doesn’t take into account the subjective inner world of the prospect.

A good example of this is sex.

Sex doesn’t lead to a lot of rational decisions. It doesn’t make sense to have sex without a condom with a partner you don’t know as you risk a lot – pregnancy and STDs. Yet, surveys show that over 50% of sexually active people do have sex with a new partner without a condom is he asks this. From a rational point of view, sex is a lot of work for very little reward. This can range from persuading to buying gifts to paying $150 for a hotel room so your wife home doesn’t find out. The real cost of sex is high for most people.

There are some people who will even go to jail in order to have sex (rape) or who ruin their future (cheating while married). There’s no possible way to say that you gain a net profit in most of these situations. Yet, we do it. I’ll be the first to admit it. Put a naked, beautiful interesting girl in front of me and I’ll forget about my plans and priorities quite fast.

As an example of how human I am, with all the idiosyncrasies that come with this – I’ve went to meet a girl at her home, in the worst part of the city, without anyone knowing where I am. I knew that her boyfriend can come home and I’ll be in a world of hurt, I knew that I have to take a 30 minute cab ride, that dogs may bite me and to be honest, I had zero chemistry with her. Yet, the promise of good sex got me there.

That’s being said, if we are so human that we take decisions that make no rational sense, why do you insist on selling on a rational level to your prospect?

Why do you expect him to buy just because your copy makes sense?

When was the last time you’ve done something because it just makes sense?

Maybe as an entrepreneur or manager or self-employed, you are used to take data driven decisions because you are responsible for the outcomes. You’ve learned that numbers tell a better story than emotions. But most people are not in that position. As I said, most will take decisions because it sounds good, feels good or looks good. Few if any sit down with a piece of paper to write the cons and pros of doing something. I definitely don’t even if I know I should.

If there’s something life taught me, long before copywriting manuals is that you can spend hours trying to convince someone of why something makes sense. They may even agree. But they’ll still act driven by their emotions.

Maybe this is for the best. I’m not here to discuss the philosophical implications of emotions. It’s what makes us human. If we would be as rational as an AI, maybe nothing that brings us joy would exist. Happiness exists because we know pain and love is so valuable because we know how painful is feeling lonely. Emotions lead to value judgements through contrasts and that’s great.

But if you want to sell, tap into those emotions.

Pour emotions into his soul, not facts. Give beautiful pictures of triumph and joy, not charts. Tell stories of pain and sorrow, not baselines for life. Make them feel hope. Make their heart race. Talk to the heart, to the solar plexus, to their ears and eyes but don’t talk to their mind. In most cases, you can’t convince someone to rationally do something.

Do this and you’ll have the entire world supporting you. Yes, it’s true that civilization advances through logic but that’s on a large, organizational level. On an individual one, you, me, your best friend, the hot dog seller from the corner are driven by emotions. And even if you’re amongst the 5% that’s considered purely rational, you should learn the language of emotion in order to influence others.

Are you interested in discovering how I can help your business or how we can apply these concepts to your own venture? Then let’s have a talk. For a limited time, I’m giving away complementary 30 minute calls. In these sessions, we’ll discuss ways in which we can maximize your customer value, boost your conversion, achieve more sales and increase any other relevant metrics in your business.

Please use the link below to get started:

Click Here For Your Complimentary 30 Minute Call!

Best regards,
Razvan Rogoz
The Business & Self-Improvement Copywriter

Click Here For Your Complimentary 30 Minute Call!

Two Effective Ways To Become A Better Copywriter

From the desk of Razvan Rogoz,

There are basically two ways of learning something.

The first one is to take a big picture approach.

When you read ten books on the topic, you are doing this. You end up reading about the same problem from different perspectives and you make your own connections in your mind. It’s similar to working on the job. You notice the “map” of how something is done.

This is my favorite method. I read a lot but I don’t take notes. Each book teaches me something new and this generally connects with what I’ve learned before. I treat learning as a garden in which I’m throwing seeds after seeds. It’s not the most effective method but it is the most time efficient one – as I can study anywhere in almost any circumstances. I guess you can call this learning by osmosis.

The second one is to take the apprenticeship approach.

This doesn’t have anything to do with a master or a mentor (although if you have one, good for you) but rather, how these masters used to teach. Such a person would take one key skill, like melting iron and practice it with you until you master it. Then you would move to shaping iron and practice it. In the end, you would have a dozen of specific skills that when used together, would be the “production line” for the outcome you were trying to create.

The upside in this is that it is very effective. You don’t gain knowledge, you build skills. You don’t know more things but you have a specific way of achieving something. The downside is that it requires a lot more time and effort. You need to invest yourself in it.

Personally, I combine these two. When it comes to copywriting, I listen to a lot of audiobooks. I do this while I walk my 10.000 steps or while I exercise in the gym. Generally, I add a layer of education every time I can. This is how I read +52 books per year, by making the most out of downtime. However, I also have a specialized approach in which I learn specific parts of copywriting (or improve) by doing specific exercises.

For example, an exercise is to write 50 marketing bullets. This is towards mastering bullet writing. Another is to write three closes using the cross-roads theme. Yet another is to build a branded guarantee. Each of these can take one or two hours (I usually limit an exercise to a period I can do in a single session) and I’m not just gaining information, I’m building a skill, I’m building a tool that I can apply in the future.

I call this within my life organization system as “copywriting mastery”. It’s a spreadsheet with several columns.

These are:

# What is the status of this item?

It can be not started, in progress, completed.

# What area of direct response copywriting I’m improving?

The options here are research, offer development, benefits, proof, big selling idea, big picture, logical ABC process, headlines, lead copy, body copy, editing, momentum, bullets, close, guarantee, lift notes.

As you can see, I’m not dealing with sales psychology or big level concepts. These are the dozen or so skills you need to have in order to write good copy. Of course, they are held together by an understanding of human nature, but that’s kind of hard to systemize in an exercise. Headline writing is not.

# How am I’m going to accomplish this?

It’s basically a description of the exercise I’m doing. I make sure to make it a SMART goal. I don’t say “I’ll write bullets”. I’ll say “I’ll write 30 bullets using the HOW TO formula”. I need to know what’s my goal if I want to accomplish it.

# How long is this going to take me, estimatively?

For simplicity sake, I have options in one hour increments (I use macros to automate many things). So it can be 1 hour or two hours and so on.

# How do I rate myself in this particular area?

This is very important. We rarely focus our efforts where they actually matters. In a copywriting situation, while you’ll always be better in some things than others, you must have some minimum skill in everything.

So I give myself a grade, a grade that is true at the time of that exercise. This grade can be “very poor”, “poor”, “average”, “good”, “very good”. In this manner, I know on what to focus, so I can be a balanced, competent copywriter.

# Notes

This can be any observation I need to make.

This is my system for training copywriting skills. In practice, you can use it for anything as long as you identify the key competences you need to develop and you can find ways to exercise them, in a measurable, goal oriented manner.

Are you interested in discovering how I can help your business or how we can apply these concepts to your own venture? Then let’s have a talk. For a limited time, I’m giving away complementary 30 minute calls. In these sessions, we’ll discuss ways in which we can maximize your customer value, boost your conversion, achieve more sales and increase any other relevant metrics in your business.

Please use the link below to get started:

Click Here For Your Complimentary 30 Minute Call!

Best regards,
Razvan Rogoz
The Business & Self-Improvement Copywriter

Click Here For Your Complimentary 30 Minute Call!

Why You Shouldn’t Fantasize When It Comes To Your Marketplace

From the desk of Razvan Rogoz,

There’s a joke in the start-up world. It goes like this …

“If only the market would have read our business plan and followed it to the letter. Then everything would have worked out perfectly.”

This is the engineer type of thinking. If everything made sense in the schematic, then the engine must work. If it doesn’t work, then it is the fault of the engine, as we’ve followed the schematic.

Yes, it’s a quite moronic way of looking at life but it’s something we do all the time. We make a plan or we have some image of how something is supposed to happen and then when it doesn’t happen, we dismiss the only thing that can’t be dismissed – market data instead of our initial assumptions.

It doesn’t work.

If you do something but the market reacts in a different way, the market is always right.

The person that needs to pay you have right of way. Plans can be changed. Market reactions can not. It is like physics. If you drop an object, it is going to fall. You can’t change gravity on Earth. You may only accept it.

Let me give you an example.

So two years ago, I’ve met this guy. He built a product and tried to convince me to promote it. As he was kind of big on ego, I won’t mention his name or product, as he will throw a tantrum (you’ll understood soon why).

This product filled no need in the marketplace. Yes, it had a payoff but it was expensive, hard to use and generally, if I bought it, I would just have made my workflow a lot more difficult. Since I haven’t seen any need for this, I’ve politely declined. Yet, he didn’t stopped there. At least once a week he tried to convince me to take the project for free and to promote this product to my list of contacts. I’ve declined.

Then he took this to a forum online. On that forum, everyone told him about the same thing – there’s no need and it’s way overpriced. To help you understand, there were free open source solutions that were better and more functional than his stuff.

He argued with everyone. He told them that they don’t understand it and that everyone wants this. The people who argued with him were his market. Eventually, he stopped posting on forums. I’ve thought that was the end of it. It wasn’t. For months he tried to sell it. From what I’ve heard, he made exactly two sales and one was a refund. Eventually he took everything down and you can’t find this product anywhere on the web.

This is the kind of person that was living in a fantasy, one in contradiction with reality. You could show him market data, you could logically prove to him that this won’t sell and he would still not listen.

Now, leaving aside the narcissism of this situation, having this kind of faith into your product is not always a bad thing. Sometimes a product can break through initial resistance and make a lot of sales. This is a very rare event though.

When Steve Jobs designed the Next computers, he designed a brilliant product, his masterpiece, his magnum opus but it was a commercial failure. Most people would have tried to sell it no matter what simply because it was good. Steve Jobs accepted reality and the OS of next was the basis of modern MacOS.

Let’s imagine for a second that you have a computer, the fastest computer on the marketplace. It costs $10.000. I design a computer that’s 10% faster for $15.000. My computer is superior and some may pay that extra 50% in order to have the best hardware. Yet, most people will shy away from it and won’t see the value for money.

Your customer isn’t stupid. While consumers are irrational to some degree, this doesn’t make them idiots. They take good decisions with their money. And in order for a product to sell, it must make sense for them, not for you. The world will not beat a better path to your door if you invent a better mousetrap, even if for you this makes a lot of sense.

Your marketplace is your final arbiter. It sells, it is a good product. It doesn’t sell, it’s probably not a good product. Good here is not defined by technical capabilities or how refined it it. It is defined by the value it offers and people vote with their wallets here.

Are you interested in discovering how I can help your business or how we can apply these concepts to your own venture? Then let’s have a talk. For a limited time, I’m giving away complementary 30 minute calls. In these sessions, we’ll discuss ways in which we can maximize your customer value, boost your conversion, achieve more sales and increase any other relevant metrics in your business.

Please use the link below to get started:

Click Here For Your Complimentary 30 Minute Call!

Best regards,
Razvan Rogoz
The Business & Self-Improvement Copywriter

Click Here For Your Complimentary 30 Minute Call!

Five Lessons I’ve Learned From My Wins As A Copywriter.

From the desk of Razvan Rogoz,

In my last article, I’ve explained what I’ve learned from my failures. In this one, I’m doing the opposite – explaining what my victories taught me. To be honest, this is a lot harder, because a lot of things happened in very specific circumstances and I do not know if they would happen otherwise. So for all intents and purposes, I’m sticking to universal, evergreen principles.

Principle #1 – Networking matters

No matter if you are a copywriter or a product developer or a marketer, you need other people. It is too slow and sometimes too hard to do everything yourself. Building a list of 10000 people may take you two years but if you find someone who has such a huge list and you offer a win – win deal, you can build it in three months.

My progress in life is tied to a large degree by what people I meet and what value I can create to them. While you can get your first $1000 or even $10.000 alone, eventually, you need partners or advisors or mentors. Even if the people you meet don’t help you directly, a good piece of advice provided at the right time can do wonders.

Everything you do and learn is just a means to an end.

The end is serving others.

The better you serve by creating value, the more money you’ll make. If you serve the marketplace, the better you’ll create value for them, the more will buy. If you serve someone like a boss, the more money you make for him, the more he’ll pay you (or will have to pay you if he doesn’t want you to leave).

The best marketers I know, people earning seven figure per year, real seven figures, not fake PayPal screenshots are master networkers. They go to every possible internet marketing conference. They invite the people they know to dinner, often, building a relationship and usually receiving great advice. They’ve made a process out of this, constantly improving their network.

Principle #2 – Systemize

From time to time I get rare moments of inspiration like “go to the gym you dumbass’. So I go. One day, two days, three days. Then I step and I sit on my ass for another six months until I get another moment of inspiration.

This is how most people live their life. They do take good decisions but these are short lived and rare in between. And as you know, eating salad only once is not useful, if the rest of the week you’re eating burgers. Walking 10.000 steps a day and then sitting on a chair every day is not going to keep you fit and healthy.  Working for a full day and then not working for two weeks won’t win you any awards.

Almost everything that’s worthwhile doing must be done on a recurring basis. You must work almost daily. You should read daily. You must shower daily. You must go to the gym daily. You must clean your house weekly. You must cut your hair monthly and so on. Nothing is a one time event. Everything is part of a process that repeats itself.

And this is how I structured my life, based on rituals that I need to repeat. Some things are daily. Others are weekly. Yet, my entire life is built on repeatable tasks. I know that reading one book won’t make a big difference. I know that reading one hour a day for one year it’s going to make a huge one.

So it is with marketing. You must email your customers on a periodic basis, post on your blog, create products. Let’s focus a bit on the products. There is a thing called product cycle. For example, you know that the iPhone is launched every year in September. This means that Apple develops a new iPhone within 12 months. That’s a ritual, a system for them. You’re not going to see them break for this and I think they stuck with this system since the very first one.

So you must have with your own products. Set a development cycle. It can be three months. Every three months, launch a new product. It doesn’t matter if you are making a killing with your existing one. Divert 20% of your resources to the new one and keep innovating, keep finding better ways to produce value.

Any great success is built by having a cycle that you repeat again and again. You can improve this cycle, you can tweak it but in essence it must be a wheel that spins until you reach the destination. Forget about Eureka moments. Real life looks more like a marathon than a sprint.

Principle #3 – Progress is better than perfection

I hate the concept of perfect. It’s never perfect. The last 10%, to get from 90% to 10% usually takes more effort and time than the first 90%. For me, good enough is good enough. I’m aiming at that sweet spot where my effort has the highest ROI as opposed to spending considerable more effort to have an incremental improvement.

Let’s say that it takes you 20 hours to write a good sales letter and 100 hours to write a great sales letter. If that 0.5% increase in conversion accounts for tens of thousands of dollars in extra profits, sure, invest the time. But if it doesn’t, if the difference is too small to make a dent, then just settle with what’s good enough.

The “good enough” rule is generally 80%. This means that if you achieve a “score” of 80% on something, you can use it. Of course, you get better results by getting to 100% but here’s the kicker, investing that time that you’d invest on the last 20% can get you another 80% on another goal. So would you rather have two 80% quality goals accomplished or a 100% quality one? In most cases, the first solution is better.

Principle #4 – Taking decisions based on emotional estimations

You meet a beautiful girl. You go on a date. You kiss. You go home and daydream about her. You see the two of you having children and living together. You plan your entire life with her.

That’s emotional estimation. It’s imagining how something will turn out based on your emotions, your hope and not on facts. It’s making a sale and then thinking you’ll make sales every day or starting a project and planning what you’ll do with all the money that will come in.

Emotional estimation is generally not harmful. I do day dream too, even if it makes no sense. It’s what makes us human. Problem starts when you start making decisions based on your daydreams – in the above case, buying a wedding ring and giving up on your job so you can spend more time with her. Or in the case of online marketing, seeing a minor success and then investing all your money into one method, just because you’re excited that something works, without having statistically significant results.

Emotional estimation is also working with someone for a short time, seeing some good results or ideas and then offering a full time job.

The idea here is that you can’t use hope as a way to measure your future. Yes, things may turn out fine but they may also turn out quite bad. Just because you fantasize about a certain outcome happening, this doesn’t mean that your current circumstances will lead there. Even if the chance is 50 – 50, this means that in the long term, you’ll lose for every time you’ve won.

True visionaries see a future that doesn’t exist and act on that. Yet, they are not day dreaming. It’s a difference. I can day dream all I want that tomorrow I’ll win $1.000.000 but it won’t happen. I can though see a future where I have that one million and work towards. One is highly improbable. The other one is simply a goal.

The worst thing about emotional estimation is not about the positives that may happen but rather, the negatives. It is thinking that the past equals the future and that if something bad happened, it will keep happening. It’s losing 20% from your stock portfolio’s value and selling everything fearing that’s going to drop even more or writing a sales letter, not making any sales and giving up on the market because it is not good or because online marketing doesn’t work.

That’s emotional estimation of the worst kind – where you take fear based decisions just because something didn’t went accordingly to the plan. Use data, real data to validate your decisions. Look at how the world really is and then plan what to do next. In most cases, both unfounded optimism and pessimism end up false. While many people say “what you fear almost never happens”, I can also say “what you hope almost never happens”. The only thing that does happen is what you work towards. Causality drives the world, not your or my emotions.

Principle #5 – Use Metrics To Your Advantage

Almost everything in life can be measured and quantified. Everything from your heartbeats to how often you breath to how many unique visitors you get to your website to your hourly real revenue.

Metrics serve two purposes. The first one is to help you see long term progression. It’s hard to say if you’ve grown or not unless you measure it. A runner knows that he’s doing better because he can run now in average six miles instead of just four. A marketer knows that his sales letter is better because he sells 2.4 customers per 100 instead of just 1.8. So metrics are very effective at providing a snapshot of your progression in time.

The second one is that metrics are perfect for setting goals. It’s one thing to say “earn a lot of money” and another to say “make 49 sales of our $997 product”. Metric based goals are the most pure kind and the most effective because progress can always be tracked. It’s hard to track a goal like “be happy”, but it’s easy to track a goal like “dance 30 minutes every day” is easy.

While it’s hard to reduce the complex experience of living to numbers, I believe that whatever you want to improve you can reduce to a numeric value or a binary one (yes / no). If you want to wake up earlier, you can track your wake up time and variations (either as an absolute value or based on your wake up hour). If you want to work more, you can track how many hours you invest.

If you want to track your fitness, you can use something like Fitocracy to measure your efforts through points. You can even add a secondary metric, as it is rare for a single number to tell the entire story. For example, if you measure your business only by revenue but not by expenses, you can earn $100.000 per month and have a $50.000 net loss with $150k in expenses. So you need a second or even a third metric.

For a very good explanation of how to set effective goals using metrics, please read or listen to “The Goal” by Eliyahu M. Goldratt. As a bonus, you’ll also learn about the brilliant theory of constraints, which would be point number six.

There are many more things I can add here because if you are perceptive enough, you can learn from almost every victory and failure you have, no matter how big or small. However, for now keep in mind these six and try to implement them in your own life and business.

Are you interested in discovering how I can help your business or how we can apply these concepts to your own venture? Then let’s have a talk. For a limited time, I’m giving away complementary 30 minute calls. In these sessions, we’ll discuss ways in which we can maximize your customer value, boost your conversion, achieve more sales and increase any other relevant metrics in your business.

Please use the link below to get started:

Click Here For Your Complimentary 30 Minute Call!

Best regards,
Razvan Rogoz
The Business & Self-Improvement Copywriter

Click Here For Your Complimentary 30 Minute Call!

Five Lessons I’ve Learned From My Failures As A Copywriter.

From the desk of Razvan Rogoz,

I’ve failed as a copywriter. I’ve failed more times than I’ve succeeded. I’ve made stupid mistakes that had cost me and others money. Some of these mistakes were because I was lacking the specialized knowledge. In others, I was lacking the common sense.

I’m content with my failures. I have failed which mean I have tried. Whoever tells you that failure is bed never tried anything. Any venture in life involves the risk of failing and chances are that no matter if you’re launching a dieting product or you want to get a six pack abs, you will fail forward. Things are never going to be as you want them to be, you will always be one step away from losing the game but since you are making progress, you will eventually win.

Life taught me there is no such thing as failure. There are temporary setbacks. Nothing is so bad that it can prevent you from moving forward. Sometimes you progress a lot, sometimes you progress a little but everything you do, moves you forward.

That being said, failing taught me some important lessons. These lessons have a financial value but the wisdom I’ve captured from them is worth ten or even one hundred times. So the next time when you fail, realize that losing that $5000 will actually bring you $50.000 in the next ten years, based on what you’ve learned.you’ll be happy to make mistakes.

So here are the top five lessons I’ve learned from failing in copywriting.

Lesson #1 – Brilliant ideas are usually not brilliant.

Sometimes I get a brilliant idea about a hook or a theme for a new project. I sit down and I write my letter in two hours, after I’ve just received the project. I’m very pleased with it as I feel I’m very creative.

And … it bombs.

It bombs because while the hook is important, research is even more important. You can have a very good idea and that idea to not resonate with your marketplace. The purpose of your copy is not to be interesting but to sell. Selling is usually done also by being interesting yet, you shouldn’t confuse one ingredient with the finished dish.

In writing there’s this concept called “kill your darlings”. It means to get rid of those ideas you really love because chances are that they’ll ruin your work. So in copywriting. It’s good to think outside of the box but don’t bet your life on it. If you have a good idea, write it down. Then do your research, put in the time, understand to whom you’re writing and after all of this is done, go back to your idea and ask yourself if it still makes sense.

Sometimes your brilliant idea can be worth a million dollars. Yet, every idea must be tested, refined, validated and then scaled. You don’t just follow a hunch in copywriting unless you are very, very experienced. Even then, if you are that experienced, you won’t treat your business as a gambling operation. You’ll double check that everything makes sense before pumping money into your idea.

Lesson #2 – Make sure you can send traffic before you write the letter.

The reason why most projects fail is zero traction. This means that no traffic is sent, no sales are made. Most sales letters are never tested. Most copywriters don’t even know what conversion rate their sales letter have because the product developer is either sending inconsistent traffic (to test conversion, you need a steady stream of traffic that is consistent in terms of demographics and psychographics) or because he’s not sending any traffic at all. If a website is getting 5 hits per day from Google, that’s not enough to actually test performance. Plus, since those 5 hits may come from different keywords, it makes it even worse.

Sales letters don’t work on their own. You must have enough money to fuel them. You must be ready to spend at least $200 in PPC traffic to test an approach. If you are a freelance copywriter and your client doesn’t even have $500 to test with 1000 clicks (assuming 0.5 USD per click), then you may get a good testimonial but that letter is never going to actually make sales.

If you build it, they’ll not come. That’s a given. Few people ever visit my site. Few people Google for this type of information. I need to promote it. If I don’t actively try to promote my stuff, I may have as little as five unique visitors per day.

Lesson #3 – Build your copy methodically.

Every element of your copy has the purpose of statistically increasing the chance for you to make a sale. At the end, when everything is being put together, the outcome must be higher than the sum of all these parts.

When you write decent bullets, you have a certain score. When you write brilliant bullets, you have a higher score. So it is with the guarantee, lead copy, closing, post scriptum and every other small and big part. And when they all fit together, that score is doubled or tripled.

That’s why you need to have a process for writing copy. You need to have a checklist so nothing is missing. You must use every tool you have in your arsenal in order to maximize your chance to sell. Once you have done this, you must put everything together so it fits like a well oiled machine.

Most of my life, I haven’t done this. I wrote out of memory. This means that I would start with the lead copy and write until the end. Then I would slap a (mediocre) headline. Sometimes it worked, most of the times it didn’t. I would miss out something critical like price justification or scarcity or social proof.

A lot of good copywriting is just methodology. There is a best way to do everything. Crossroad closes tend to work better than generic ones. Branded guarantees are proven to be more effectives than simple ones and guarantees designed as contracts beat everything. When it comes to writing body copy, the best approach is the T3. This means “tell them what you’re going to tell them”; “tell them”; “tell them what you’ve just told them”.

Another key idea is that each time you introduce a new claim, to back it up with proof. So if you say that oil prices are going down, to introduce a chart from a well known authority showing the trend. Yet another one is to use sub-heads to tell the story of the copy.

It’s easy to miss all of these if you are not systematic. You may have a great hook but without the structure to hold it in place, it may fail dramatically. That’s why you need to have a process and you need to follow it every time you write copy. Going systematically through all the steps that make a good copy is not as exciting as just writing but it earns you money.

Lesson #4 – Plan for your project failure.

If I say that your project has a 50% chance of failing, then you’d never hire me. In practice, the failure rate is lower but it’s still a lot higher than most people think.

Now, when a potential client comes to me, he doesn’t come for me to fail. He wants an instant win. He wants to invest $1000 and get $10.000 back in a week. I know that it is irrational. If I say it so, I’ll just alienate a person that I can work with so I don’t.

Let me tell you a story though.

I know an entrepreneur selling over $1.000.000 per year. Now he’s almost selling double that. Before he can find a product that will earn him money, he tests about 10 products. So 9 out of 10 products he promotes as an affiliate fail him and don’t even break even in most cases. That’s $500 in traffic multiplied by nine times not to mention the unique landing page. That’s about $2000 per test and and $38.000 are a loss. Yes, he’s spending almost $40k to find a single product that really works. You may think this is insane. Yet, when he finds that one product, he can milk it for $40.000 per day if traffic permits it. So for him it is just a manner of having enough money to test until he finds a winner and then selling as much as possible out of that until he stops earning money.

Truth be told, he’s not really losing $38.000 in tests because he still makes some sales, but not enough to break even or to scale effectively. So the real loss is somewhere at $10.000.

Yet, what reaction would you have if I told you that we need to test $10.000 worth of campaigns until we can find an angle that works? Would you work with me? No, you’d think I’m a freaking moron. If you’re the kind of person to want to pay $400 for a copy that earns him $400.000, not knowing better, you’d think I’ve lost my marbles.

But this is the reality of the marketplace. Most angles don’t work. Most campaign fails. It’s very rare to get it right the first time. I think I’ve seen it less than times times ever. Usually it is a process of getting something up and running, testing, tweaking, testing, tweaking and going through several cycles of this until a positive ROI can be achieved.

Most amateurs in this field start with high expectations, expect everything to work the first time and then are brutally disappointed when their campaign fails to make even one sale. At that point, they either give up and say Internet Marketing is crap or they pivot and try again, eventually reaching to a formula that is ROI positive.

Professionals start with the mindset that there is a percentage of their campaign to work. With every test, their goal is not to sell as it is to find the pieces that increase that percentage. They accept failure as a given, expect it as the normal part of the process and even develop their strategy around failure (like the lean methodology process). Once they hit gold, one day, one month or one year later, they can scale and earn millions.

Lesson #5 -Put In The Work

This lesson is more valuable than the other four combined. I have lost more money by not putting in the work than I’ve lost for any other error.

Writers write. You need to remember this. If you want to become a good writer, then you must spend most of your time writing. This is true for copywriting too. The more you spend time on selling in print, the better you’ll get at this (assuming that you’re getting some feedback, as without any way to measure progress or get feedback, you may just spin in a circle).

There are many things that I do to be a better copywriter. I study, I practice, I talk about this and so on. Yet, if I would measure my skill progression on a graph and subsequently, the sales my sales materials made, they are directly linked to how much time I’ve spent working.

I don’t care how brilliant of a copywriter you are. If you work just 5 hours a week, you’ll always lose to an inferior copywriter that works 40 hours per week. Yes, you may beat him in the beginning, because in the first phase talent beats hard work but you’ll soon realize that his effort will overcome your talent in months if not weeks.

Getting to a good sales letter is a process. You wake up every day in the morning and after you have breakfast, you get to work. You do this day in and day out, as a ritual. For a long time, you’ll think you suck. Maybe you do. But one day, you’ll realize that you’re good at this. Sales are starting to come in. Today you have a 0.01% ROI but next week you make it to 0.1% and then to 1%. You’re not making small improvements. You’re making quantum leaps even if for weeks or months, you felt like you were not heading anywhere with your work.

This is the irony of life. Many days I put in the work and I wonder – does it really account to anything? Is anything I’m doing worthwhile? Am I a sucker for working so much each day?

In those days I feel depressed. And then, one day or one week or in rare cases, one month later, I get a breakthrough. All the dots connect. The work I’ve done 17 days before and I’ve thought it to be useless is proving to be very good. That networking email I’ve sent three months ago and nobody answered, now I have a reply and an invitation for dinner. The sales letter that I’ve invested two weeks on and seemed as a hopeless project is then refined through a simple rewrite into one of my best projects.

Life doesn’t make any sense when it comes to progression. It’s not 1% per day. When it comes to money, you don’t get $33 in day one, $33 in day two … and so on. No. You get $0 for 30 days and then $1000 in day 31. As Napoleon Hill said “The floodgates of abundance will open and there’s going to be so much money that you’ll wondered where that money was all along”.

I’ve noticed this in the gym too. For a long time, I haven’t saw any results. I thought that my dumbbell exercises were for nothing. Yet, after 70 or so days of exercising, I’m starting to see it in my shoulders and biceps and even chest.

You must keep writing, keep refining, keep researching, trusting that the dots will connect before it is too late (aka not being able to pay the rent anymore or having your car being taken away).

I looked many times back in my life to the times I was broke and heavy in debt. There were times where I had to borrow to buy a pack of ciggarates. I could blame it on many things. Yet, all those causes lead to an effect – I’ve stopped working, I’ve stopped putting in the effort. The loss of momentum was usually complete in one month (when you stop doing something, you don’t stop getting the benefit. You will get it for a while as you have momentum. So it is with inertia. It takes time until you get results for your efforts.).

A lack of productive hours was always linked to a lack of results over anything longer than 31 days. When I’ve started working again, it almost never took me more than one month to start generating results again. For example, I’ve had a period in which I’ve hardly done anything and it started in October 2017. By December, the well was dry.

On 2nd of December I’ve started working again. Within two weeks, I started seeing results. This is the magic of momentum. If you put in the effort, the results will come, even if slower than you’d expect.

These are the five lessons that I’ve learned from my failures. My failures did cost me a lot. They had cost me connections that took me years to build, a lot of money, even self-respect and my health. Yet, I couldn’t be where I am if I didn’t bought the wisdom I needed through those failures. I just hope that by learning from what I’ve done, you can make it a bit easier for yourself.

Are you interested in discovering how I can help your business or how we can apply these concepts to your own venture? Then let’s have a talk. For a limited time, I’m giving away complementary 30 minute calls. In these sessions, we’ll discuss ways in which we can maximize your customer value, boost your conversion, achieve more sales and increase any other relevant metrics in your business.

Please use the link below to get started:

Click Here For Your Complimentary 30 Minute Call!

Best regards,
Razvan Rogoz
The Business & Self-Improvement Copywriter

Click Here For Your Complimentary 30 Minute Call!

Common Sense Will Take You A Long Way In Copywriting.

From the desk of Razvan Rogoz,

The biggest danger with most copywriters is not their lack of skill. It is their lack of common sense. I have worked with copywriters who are technically savvy, who know 49 ways to write a bullet and who can tell you 15 formulas for writing headlines and yet, don’t understand basic facts about human nature.

Usually these people are very heavy on intellect (book smarts) but very light on life experience. They are the nerds of yesterday transformed into the professionals of today. Now, don’t get me wrong, I’m a geek too. The problem is that while you can be a great geek and succeed in engineering or IT or any other field (Elon Musk can be considered a geek after all), geeks don’t really succeed in sales.

Some of the best copywriters in the world are a bit strange. They play in a rock band or ride their motorcycles in the weekend or travel around the world. I’m not saying that they’re doing this to write better copy but rather, they’re the kind of people who like to experience life and because of this, they write better copy.

After all, let’s say that you’re selling a dating product. Who is more likely to understand the marketplace – the person who is still a virgin and never dated or the person who was once a virgin but now dated 30 – 40 girls? Or let’s say that you’re writing a promo in the fitness niche. Who will write with more passion and energy, the person who hits the gym four times a week or the 150 kilogram person that haven’t exercised since 2008?

When I was doing copy coaching, the most common critique I would provide is “this doesn’t make any sense”. I would rarely talk about the way the copy is expressed but rather the simple fact that humans don’t work that way. You can not write to how you wish humankind to be or how it would make sense for it to be. You can write based on how people are and this is where most copywriters stumble. They act like they’ve never met a human being before and they don’t know all the idiosyncrasies of human nature.

Look …

Your prospect hates you. Until you showed up, he could simply justify his lack of action with “there’s nothing I can do”. Now you came with a product that can solve his problem and he must do something. He must either accept that he doesn’t want to fix the problem or buy your product. There is tension.

Then you must realize that your prospect doesn’t care about you. He’s going to leave as soon as you can’t keep his attention anymore. It is like bribing children. If you take the candy or the money away, then you’ll lose their interest very fast. When you are writing a sales letter, you are practically looking to continuously bribe him in order to stay on the page. You do this through a good story, through interesting benefits, by talking about his problems and about himself.

Too many people act like the reader wants to be there and that they deserve the respect of being read. No. Your reader doesn’t owe you anything. You haven’t paid him in order to read your copy. He doesn’t care about how handsome and rich you are. He cares about how handsome you can help him become and how rich your strategies are going to make him.

I know that I sound like a broken record, but if you understand this one thing and you actually do it in all your business communications, you’ll make sales. Your about page, your sales page, your contact page, even your subscription confirmation page should be the answer to the question “what’s in it for me”, and the better your answer is, the easier a time you’ll have to persuade.

Last night, I saw a very interesting movie. It is called “Rebel in the rye” and it is about Salinger, the author of “Catcher in the rye”. At some point in the movie they were talking about the voice and the story. The idea was that good writers use the voice in order to support the story while bad writers make their voice the story. This is because they are driven not by the desire to evoke emotions in the reader but by the desire to feel special, they are ego based.

So it is with copywriting and most of human interactions. We operate a lot from the ego where we are thinking that the world owes us something, be it respect or love or even money. The problem is that every person on this planet does the same thing and everyone wants something but nobody wants to offer it. In a world driven by the ego, the person that is not dominated by it is king. In a marketplace where everyone is saying “I’m the best and you should buy my product because of the effort I’ve put in”, the person saying “you should buy it because it solves this problem that you’re having” is king.

It’s basic but it’s also one of the hardest abilities in the world to fully develop.

Are you interested in discovering how I can help your business or how we can apply these concepts to your own venture? Then let’s have a talk. For a limited time, I’m giving away complementary 30 minute calls. In these sessions, we’ll discuss ways in which we can maximize your customer value, boost your conversion, achieve more sales and increase any other relevant metrics in your business.

Please use the link below to get started:

Click Here For Your Complimentary 30 Minute Call!

Best regards,
Razvan Rogoz
The Business & Self-Improvement Copywriter

Click Here For Your Complimentary 30 Minute Call!

Why You Shouldn’t Offer Discounts In Your Marketing Materials

From the desk of Razvan Rogoz,

When I was a kid, I didn’t receive a lot of disposable income. Most of the clothes I’ve bought were from local stores or bazars. Yet, there was one store which offered some good discounts. Almost everything was 50 – 60 – 70% discounted. If you bought for $100, you would pay only $50.

So each time there was a major sale, I would buy from them. The problem was that the discounts were so big that it trained me to wait for them. It made no sense for me to purchase anything but the one weekend per month when it was discounted. Years later, I’ve realized that I wasn’t the only one who did this. This store was full during the sale period, empty during the rest so right now, the discounts are year long. They’ve killed their profit margin by giving too many discounts and training their marketplace to wait for them.

Now, discounts for clothing is not rare. Zara offered them some weeks ago too. However, it was for a week or two. These discounts are rare. If I need a pair of jeans, I won’t wait four months to get it.

This relates to you directly. When you are giving discounts again and again, you’re training your prospects to wait for your discounts. They’ll never buy when you sell full price. Since discounts are designed for customer acquisition or for clearing stocks, they are not good business strategies. A business that’s always selling 70% off is not going to stay in business a long time.

A discount should be an extraordinary event. This is something that should happen once a year or twice a year. It also must be justified, as a Christmas sale or an anniversary sale. It should give people who never bought from you before a chance to enter your ecosystem. It should not be a chance to train your existing buyers that they can get the same product if they wait for cheap as opposed to paying now. Use discounts as a strategic tool that the more you use, the less effective it is.

But if you don’t discount your prices in order to boost conversion, then what can you do? You offer bonuses. You keep the same price but you increased the perceived value. If you are selling a pizza for $10, instead of discounting it to $7, keep it at $10 and give a bottle of Cola. From a practical perspective, you lower your profit margin but you are not lowering the perceived value of your brand. He feels that your pizza is worth $10 but also gets a nice gift.

Are you interested in discovering how I can help your business or how we can apply these concepts to your own venture? Then let’s have a talk. For a limited time, I’m giving away complementary 30 minute calls. In these sessions, we’ll discuss ways in which we can maximize your customer value, boost your conversion, achieve more sales and increase any other relevant metrics in your business.

Please use the link below to get started:

Click Here For Your Complimentary 30 Minute Call!

Best regards,
Razvan Rogoz
The Business & Self-Improvement Copywriter

Click Here For Your Complimentary 30 Minute Call!

How Understanding Your Marketplace Is More Important Than Persuasion.

From the desk of Razvan Rogoz,

In the last months, almost every single person I’ve meet interested in my services asked me the same thing “how long does it take you to write 1000 words?”. He may also ask me “what is your rate for 1000 words”.

Then I go into a long explanation – it takes me 30 minutes to write those 1000 words and about 10 hours to do the research to know how to make those 1000 words effective. At this moment, the other person usually loses interest and has no interest in hearing me that a sales letter is made to fit a specific challenge and not a one size fits all solution.

This or I hear “If you know what you’re doing, you should be done in 30 minutes”, usually as a tactic to write a sales letter that costs four figure for $50.

But, contrary to popular belief, this is true. It’s not a tactic to justify me charging more. A good sales letter is not a sales letter that sounds good. It is one that takes into account your prospect, your market, your competition and the unique nature of your product to deliver an emotional and rational argument that finally leads to a sale.

This is of extreme importance. A sales letter is not a piece of literature. A sales letter is not meant to be creative. That field is called “creative copywriting” or “Madison Avenue copywriting”. What you see in TV ads or in brand awareness campaigns is not what works for you as an online marketer.

A sales letter is salesmanship in print. It is like taking a salesman, a real person and putting his pitch on paper. The pitch may be boring or interesting. That’s not relevant. What’s relevant is that it connects with the prospect just in the right way, leading to the sale. The best sales people are rarely the most exciting or interesting people. Instead, they are more low key, focusing more on the prospects than themselves. A good salesman knows how to seduce and seducing is about enticing someone else with something SHE WANTS, not that you want.

This is one of the most counterintuitive things about human nature. If we want others to do what we want, we must lead and deliver what they want, not what we want. It’s so hard. You have no idea how often I focus only on my needs and I express in terms of my self interest, not in the terms of what the other party wants.

To give you a brief example, I’m doing a lot of networking and in the last two or so days, I talked about my preferences, my wants, my options. Not surprisingly, I’ve broke rapport fast and the others were not interested in meeting me anymore or lost their enthusiasm fast. I am a copywriter, I am a life long student of behavior and I still make the first mistake in the book, not answering “WIIFM” – What’s In It For Me, from their perspective, not mine.

So if I do this mistake and this is one of my main skills, what do you think about the engineer or the designer or the product developer that hasn’t built a career by persuading others? How hard do you think it is for them? And this is the reason why good coywriting is so rare. Most sales letters don’t sell. Most campaign fail. The reason it’s not because they are badly written. The reason is that they talk to the marketer, not to the market, like the entrepreneur is selling himself on the idea.

This problem is compounded when we are an authority in a field. If you take a “I’m better than you and you need to respect me for this” approach in your sales letter, you’ll alienate your prospect completely. Your prospect doesn’t care if you’re a world class executive, a Nobel prize winner or a 180 IQ genius. The prospect cares only WHAT YOU DO FOR HER. They give you their time in exchange of a promise of a benefit.

To put you in a good frame of mind about selling, think about your prospect like this …

Your prospect is like a very beautiful and skeptical girl which accepted to date you after months of you insisting. She tried to get rid away of you again and again but finally agreed to go out with you. You have her attention but she’s going to leave the restaurant the first moment she feels bored. Yes, she’s not a very kind lady but your prospect doesn’t owe you anything.

One mistake and she’s gone. If you don’t entertain her and make her feel special and promise her the benefit of an amazing evening, she’s gone. You must be her fantasy.

So it is with selling. The prospect doesn’t know you. He doesn’t care about you. He is not interested in your story. He’s interested only in what you can do for him and how your presence will make his life so much better. Your prospect is NOT your friend. Your prospect IS NOT patient with you. Your prospect is in front of you only because you’ve promised to make him thinner or richer or more attractive to the opposite sex.

This is what makes copywriting hard. This is why it is an insult to ask a copywriter how long does it take him to write 1000 words. A sales letter is like a perfect romantic date, it must be planned, everything must go right, it must be paced. It’s not a set of random points thrown in the face of the prospect hoping that he’ll buy (although this is how most try) but rather a well orchestrated meeting where you leave no detail to chance.

To be honest, it takes me about two hours to write a 3000 words promotion. Yet, it takes me ten or twenty hours to brainstorm, structure, refine the argument in order to know how to write this. And maybe, so should you.

Are you interested in discovering how I can help your business or how we can apply these concepts to your own venture? Then let’s have a talk. For a limited time, I’m giving away complementary 30 minute calls. In these sessions, we’ll discuss ways in which we can maximize your customer value, boost your conversion, achieve more sales and increase any other relevant metrics in your business.

Please use the link below to get started:

Click Here For Your Complimentary 30 Minute Call!

Best regards,
Razvan Rogoz
The Business & Self-Improvement Copywriter

Click Here For Your Complimentary 30 Minute Call!

Here Are Five Questions To Ask Yourself Before You Write Your Next Sales Letter.

Hello,

Experience taught me that the worst thing to do when starting a copywriting project is to write. Two things can happen. You either have to rewrite everything because nothing is actually a market match or you end up not making sales, which will lead to you rewriting everything. It’s either wasted time or wasted time and wasted traffic.

Now don’t get me wrong – I’m not saying that you should fall into a paralysis of analysis and delay writing as much as possible. No. It’s just that without getting clear on what you’re trying to transmit, the letter is likely to fail. The letter may fail even if you get clear on these things, that’s true, but you’ll have a far better chance of succeeding.

The first question is “should we be selling this?”.

This is not a joke. At least in 1 out of 3 cases, the answer is no. Many times the product solves a need that nobody has. Other times, the competition is offering something cheaper and better. Yet, other times, the idea is good but the execution is awful.

When you are the product creator, it is easy to lose perspective on the bigger picture. You are in love with your work. You know how much time you’ve invested in it. You believe it is the best thing in the world. Everyone around you is proud of you.

Yet, this doesn’t mean anything if your market is not interested. If you ask ten copywriters and all ten tell you “your product doesn’t solve a problem in the marketplace”, then you should go back to the drawing board.

If you are solving a problem but the mechanism is flawed, then keep the vision but change the approach. There are many ways to solve the same problem and in the end, you’re not selling the feature, you’re selling the benefit. When someone buys a drill, he’s not buying a piece of metal. He’s buying the hole that the metal is going to make. So discard the way you are making that hole and still sell the outcome.

A word of warning though – if your product is not something for which people would pay for (because the need isn’t there or there are far easier ways to accomplish it), then I suggest you give up on the idea and get back to product development.

The second question is “who is my buyer here?”.

This is a trick question. The buyer is generally the person that pays for the product. If you are selling a guide on how a student can ace his SAT exams, then your buyer persona is the student, right?

Well, not really. It is the parents, as they are paying for the course and they are making the buying decision. The student is the end user but he’s not going to Google online about courses and pay for it from his allowance money.

In the executive coaching field, many people think that the customer is the C-level executive that is receiving the service. No. The HR department usually employs executive coaches and they are the ones who need to be persuaded. It is very rare that you need to sell to the end-user but rather, to the purchasing middleman.

This is especially true in the B2B field where you have buyers, influencers, gatekeepers and users and you need to appeal to all of them. The buyer may be the CFO who cares first about the cost and the ROI. The influencers may be other CFOs who have bought similar products or the CEO. The influencer may not take the decision but he is very important in the buying process. The influencer may also be the end user. If the CFO goes to the manager who benefits from the product and asks for his opinion, then what he says will matter quite a lot towards the final buying decision. Finally, gatekeepers are those that guard access to the buyer, like secretaries who may delete your direct mail package.

Once you’ve determined the real buyer (hint: about 70% of all buying decision in the household are made by the woman, even when the products don’t benefit her directly), you must get clear on who is your buyer persona.

Your buyer persona is a fictional character that represents your marketplace. Think of a character in a movie or a book. The more you understand this character, the easier it will be for you to sell.

Yet, here’s where you are most likely to fail. Most people create complex buyer persona’s and they make sense but these personas are rarely anchored in reality. You see, your buyer persona is nothing more than a representation of your REAL prospect. It is someone to whom you’re writing that is as close as possible to your real marketplace. So if you build a market persona that is not accurate from the desires, beliefs, fears and behaviors perspectives, you’ll not make sales. It’s as easy as that.

My approach is to base my buyer’s persona on someone I know. I find someone that needs my product and is interested in my product and then I try to sell to her directly. If my product is a weight loss course, then I go to the gym and I find someone out of shape who is really struggling without making any effort. I observe this person. I try and talk with her. I try to really understand what’s going in her mind and soul. Many times, I befriend her in the most sincere way. This gives me a buyer persona as close to reality as possible. I sell to a real human being, not to an imaginary fictional character.

The third question is “why should anyone buy my product?”

This is what I call the “stress test”. I’m trying to see my product from a critical perspective and come up with every good reason someone would pay (or would not pay) money for it. The purpose is not to discourage myself but rather, to make a preliminary list of benefits and of objections.

The key goal here is to come up with the POD (point of differentiation) benefits. These are the ways your product is different from the competition, different in a manner that has value to your marketplace. Answering “because it is good” is not the right way to do this. Instead, you must really dive deep into the features and benefits of your product to come up with what makes it special. For example, did you know that a selling point for MacBooks is that the screen is perfectly balanced? This means you can raise it with one hand. It doesn’t seem a big deal but many people noticed this and praised this attention to detail in their reviews.

At the same time, you must come up with every reason why they wouldn’t buy it too. This can be because nobody knows you, the price, entrenched competition, slow delivery or whatever else you may come up with. You should do this in order to proactively solve these problems (or at least the most important ones).

My mindset here is simple. If you can sell to the most skeptical prospect, someone who doesn’t want to have to do with you, then selling to a normal, average one will be a walk in the park. Always prepare for the worst, even if in practice it will be a lot easier.

I won’t blame you if you skip this question. I do this sometimes too. I want my product to work. I want to believe in the best outcome. However, life showed me that what happens has little to do with what I expect to happen and it is better to stress test your ideas early, with a small investment, than late when you’ve put it all in.

The fourth question is “what is my hook?”

In all honesty, this is something you’ll spend a few hours on after you start writing your letter. Yet, you should think about your hook before starting because everything you write will aim to match it.

A hook is the central point of interest in your copy. It can be a story or an event. It is practically the story. In a movie, the hook is the reason why the movie is interesting. The difference between good and great copywriting is the quality of your hook. John Carlton is one of the best copywriters in the world but what makes him special is coming with some quite brilliant hooks. In one of his sales letter, he told the story of a one legged golf player. This hook brilliantly connected to a balancing technique golfers can use and the product that teaches this. In another he tells this story of a average looking guy working as a bodyguard for metal rock-bands. It was a promo about a self-defense video set and how this guy could take down people two times his size.

For investment products, the 2008 crisis was a good hook. The BitCoin bubble is again a good hook. It’s hard to describe exactly what it is because it is not a formula, but rather a concept. But no matter how you see it, your hook will be the central idea that will make someone want to read your promotion. To determine if you have a good hook, ask yourself this …

“If my story would be standalone, in other words, not selling a product, would it still be interesting and captivate my reader? Could I still entertain my reader with a good story even if I don’t connect it to a product?”

If this is the case, you have a good hook. If your hook is your product, then you need to go back to the drawing board.

The fifth question is “how am I’m going to test this?”

I’ve seen many people writing a sales letter and then not sending any traffic to it. Now while having a sales letter is better than no sales letter, you must remember that it works only with traffic. You can’t expect people to find your site by default. You must drive them there.

When you ask yourself this upfront, you must also come with some viable mediums. For example, let’s say that you are writing an advertorial in the investment field. If you research the websites that allows you to promote your advertorial, then you can understand the tone and the type of audience found there. This allows you to write your advertorial in a way that matches where it is placed.

This is generally an advanced strategy but the highest leverage in online marketing is matching your copy with your traffic type. Facebook leads reply better to some approaches while Google PPC responds to others. While you don’t need to worry too much at this moment, at least ask yourself what mediums you’re going to use.

Before ending, keep in mind that once you answer these questions, you should write. Don’t wait, don’t procrastinate. If the idea makes sense and if you get clear on what you’re selling to whom, don’t wait until inspiration strikes. Writing a sales letter has little to do with creativity and everything to do with your marketplace. Write your first draft. You don’t need to post it online, just get it done. Then write your second. Third. Show it to other people. Ask if they’d buy. Read it aloud. Make constant progress towards your goal.

Usually the first copy I write is not that good. There are many good ideas but nothing flows together. Only at draft 2 or even draft 3 my copy starts to make sense and to resemble a conversation.

Are you interested in discovering how I can help your business or how we can apply these concepts to your own venture? Then let’s have a talk. For a limited time, I’m giving away complementary 30 minute calls. In these sessions, we’ll discuss ways in which we can maximize your customer value, boost your conversion, achieve more sales and increase any other relevant metrics in your business.

Please use the link below to get started:

Click Here For Your Complimentary 30 Minute Call!

Best regards,
Razvan Rogoz
The Business & Self-Improvement Copywriter

Click Here For Your Complimentary 30 Minute Call!

Qualify Your Marketplace Through The Content You’re Providing.

From the desk of Razvan Rogoz,

The information publishing field is not made equal. Right now, there are books in the self-improvement field for people who never read something like that before or are very skeptical. At the same time, there are books that contain complex frameworks which are hard to understand if you haven’t invested a lot of time and money in the past.

In the investment field, there are people who are just discovering how to read a chart. On the other hand, there are folks who are looking for complex strategies designed to give them an edge in the marketplace.

The complex content is not consumed by beginners and sophisticated prospects are not interested in reading basic content. Yet, while this is common sense, most marketers fail to understand this completely and write content that is designed to appeal to everyone and end up appealing to no one.

But before moving forward with this topic, let me give you another example. In the gaming industry there are hardcore gamers and casual gamers. Casual gamers play games on their phones and tablets and these games tend to be very simple. Hardcore gamers invest thousands of dollars into their computers and play games that look photorealistic and tend to be very complex.

It’s impossible to create something to appeal to both groups at the same time. One market is drawn by the desire to waste some time while waiting for the bus, the other market is drawn by system optimization and art in the form of gaming. A person that is playing a “tapping game” (it is a game where you tap the screen to get money, which you use to upgrade so you can get more money – sounds stupid but it earns hundreds of millions of dollars) is not interested in playing a complex strategy game like Civilization.

Even in the hardcore gamer field there are some who are more “hardcore” than others. Let’s take strategy games. A casual hardcore gamer would play something like Command And Conquer 3. A really hardcore gamer would play Europa Universalis, a grand strategy game that honestly feels more complicated than doing a full time job. So game companies cater to these specific audiences.

The buyer persona for a casual first person shooter may be age 16, living with parents, male. The buyer persona for a game like Stelaris, a 4X, grand strategy game about space civilizations may be 35 year old, with family, looks for stimulation above fun. So all the marketing materials, all the content and of course, the products are designed to fulfill that niche.

Now let’s get back to the topic of online marketing. If your product is a $9.97 eBook on how to get started, then write in simple terms, simple language about simple concepts. Don’t start writing about systems and processes when they don’t know what an URL is. Write to someone who never heard about online marketing before.

On the other hand, if you have a $997 course on advanced PPC technique, don’t write basic things. Don’t remind him of the basic concepts in your field because he knows this. Give something at his level, something advanced, something he can apply and he haven’t heard 100 times before.

It’s basic.

It’s no rocket science yet few are doing it.

Write for the market that you would like to actually attract. If I would write basic concepts about IM here, then I would attract beginners. Beginners generally can’t or aren’t willing to invest money in quality services. So I write to people who have heard enough basic advice before and instead are looking for a fresh perspective, something that can trigger an “a-ha moment”.

You must do a market match on every level you interact with your customer. Your emails must be at his level. Your content must be at his level. Your product, as you may have guessed, must be at his level.

This is a mistake I’ve done quite a lot. Many times I have wrote about things that interest me, but not my marketplace. A lot of posts on this site are more like reminders to myself as opposed to value filled marketing articles. There are articles here about fitness and about time management. Yet, I’m not a personal trainer and I don’t do time management coaching. So the only logical sense is to write about what I can monetize – copywriting and marketing and to write to people that I can work with – professionals who already achieved a decent level of success in their fields.

Like it or not, the key to successful marketing in 2018 is targeting.

Creating something good is not enough.

You must create something good, make it very appealing to a specific niche (while ignoring everyone else). Once you’ve done this, you must find a way to get your content seen by those people. Views, unique visitors, time spent on site do not matter. Nor does it matter if you get many likes and shares on Facebook. What matters are sales and 100 views from people who can pay for you are more valuable than 10.000 in front of those that will or can not.

The world is getting more and more segmented and fortunately for you and me, there are good ways to reach those segments.

Twenty years ago, it would have been impossible to target someone to the degree that we can do today. In theory, Facebook filters are so effective that you can target a single person out of 5.000.000 living in a big city. You can reach your ideal customer, whoever she may be, as long as you know how and you can pay for the traffic.

So your job as a marketer is simple – adopt the power of appealing to a specific niche, in everything you do, or become a jack of all trades that appeals to no one. The good choice is obvious.

Are you interested in discovering how I can help your business or how we can apply these concepts to your own venture? Then let’s have a talk. For a limited time, I’m giving away complementary 30 minute calls. In these sessions, we’ll discuss ways in which we can maximize your customer value, boost your conversion, achieve more sales and increase any other relevant metrics in your business.

Please use the link below to get started:

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Best regards,
Razvan Rogoz
The Business & Self-Improvement Copywriter

Click Here For Your Complimentary 30 Minute Call!