Disqus - Latest Comments for Andrew Cavanagh

Re: Jump-Starters For Writing Killer Copy

Andrew Cavanagh — Thu, 17 Aug 2006 06:50:09 -0000

7 Easy Ways To Get Started Writing Your Copy

The idea of picking something very short that you know you can do when you're having trouble getting started with copy is very effective.

I would add try writing...

1. The opening line.

2. A 1-2 sentence paragraph explaining why the person giving the information in this sales letter is uniquely qualified to give it.

3. The P.S.

4. The subhead

5. Edit testimonials.

6. Write 3 bullets for a bonus that comes with the product or service.

7. Write a price comparison - this product or service compared to much more expensive solutions to the problem it solves.

Etc.

Having a template you use to write your copy from helps enormously to pick out small elements you can get started on.

Also once you get writing it's very easy to keep rolling.

Kindest regards,
Andrew Cavanagh

Re: 3 Simple Ways To Get Started With Testing

Andrew Cavanagh — Thu, 17 Aug 2006 06:53:56 -0000

I really don't want this to sound like an ad but you can get lifetime membership to a split testing and tracking service at http://www.goto-pro.com for just $10.

That deal won't last but at the moment it's the hottest thing in town - full access to a $16,500 software program with video tuturials etc etc.

Kindest regards,
Andrew Cavanagh

Re: Ann Coulter’s “Copywriting” Secret Makes Writing Ten Times Easier

Andrew Cavanagh — Mon, 12 Jun 2006 08:58:58 -0000

The next step AFTER writing copy like you were writing an email to a personal friend is get some people who ain't too bright to read it.

See if they get your over-complex babblings.

This is pretty easy to do.

Just make up an email list of people you know who voted for George Bush the second time.

Kindest regards,
Andrew Cavanagh

Re: Stop Skimmers Cold

Andrew Cavanagh — Sat, 21 Oct 2006 18:40:16 -0000

Another really powerful addition you can make to your bullet points is highly relevant testimonials.

In your example...

* How to let copywriters who get paid hundreds of thousands of dollars per year?

Do All The Dirty Work For You.

This may sound almost unbelievable but it?s absolutely true. Believe it or not, there is a way to get a monthly ?report? of all the best, most cutting edge copywriting techniques working right now?sent right to your home on a regular basis?and for under $100.

And guess what? This ebook is the ONLY place in the entire world where you can read about it.

You might add...

"Like John Smith, a business owner like you from Detroit...

"Ben I couldn't believe it. It's like having my own team of top-flight copywriters on call 24/7 for just $100 a month. This service is just plain fantastic."

This is a great way to increase credibility and break up your bullets.

Same thing with audio and video testimonials online.

Kindest regards,
Andrew Cavanagh

Re: Increase Your Website Traffic by….

Andrew Cavanagh — Sun, 23 Apr 2006 02:59:07 -0000

Hi Tinu,

Jim Edwards does have his finger on the pulse online but he would have missed the problem with flash if I hadn't let him know about it.

His latest video on the subject - why your website didn't break - is excellent.

Put simply visitors to your site will have to click twice on your video or audio to play it instead of once.

Not too bad.

Hope you're enjoying your family.

Kindest regards,
Andrew Cavanagh

Re: Google Video Kick @ss Article of the Day by Jim Hedger

Andrew Cavanagh — Fri, 15 Sep 2006 20:23:10 -0000

Tinu, you're giving out points!!

How come I never got any??

All jokes aside online videois hot and getting hotter.

As the speed of internet connections increases it's quite likely we'll reach the point where online TV is a practical reality.

Think of how THAT will change our viewing habits.

Andrew Cavanagh

Re: Free Traffic Tips : Status : Transitions

Andrew Cavanagh — Sun, 13 May 2007 00:45:44 -0000

It's always been an absolute delight doing business with you and learning from you Tinu.

I wish you the best of health and the best of success in anything you choose to do.

You deserve that.

Kindest regards,
Andrew Cavanagh

Re: Forget Benefits, And You Will Sell More

Andrew Cavanagh — Sat, 24 Jun 2006 00:58:38 -0000

This is a great post.

I always try to think of myself as writing to one specific person when I write copy.

My hot, highly targeted prospect for this product or service is probably a live person I've actually talked to.

By focusing in tightly on communicating with one person you HAVE to stay on track and you're more likely to enter the conversation in your prospect's head.

Re: Watch Those Speed Bumps

Andrew Cavanagh — Sat, 24 Jun 2006 01:10:57 -0000

WHAT!!!!!

cLunKY LooKIng coPY outpuLLs cleAn COpy!!!!

WhO wOULda tHought??!!!

Re: What’s the “Buzz” All About

Andrew Cavanagh — Sun, 02 Jul 2006 23:42:30 -0000

You know we have a rock star in Australia who looks a bit like you with your head shaved.

So if you're considering a career in music...

Hang on isn't there someone else in the internet world trying to break into the music scene?

Can't quite remember who that was....

Re: What’s the “Buzz” All About

Andrew Cavanagh — Sun, 02 Jul 2006 23:43:33 -0000

I think it was country music actually...

Re: What’s the “Buzz” All About

Andrew Cavanagh — Sun, 02 Jul 2006 23:44:45 -0000

And the guy used a "non de plume", a star type name.

If I became a country singer I wouldn't want anyone to know who I was either...

Re: What’s the “Buzz” All About

Andrew Cavanagh — Sun, 02 Jul 2006 23:45:31 -0000

Especially if my initials were AM.

Re: The Truth About Mega-Headlines

Andrew Cavanagh — Sat, 08 Jul 2006 11:57:47 -0000

What about preheads online?

Online copywriting is different and one headline area that very seldom gets covered is the prehead (the headline above the headline in a sales letter).

Online this may be even more important than the major headline in serving the function of getting your visitors to continue on and read your copy.

On some sales letters the prehead is the header graphic at the top of the page and plenty of thought (and testing) needs to be given over what wording and what graphics go into that header.

Wonderful post Michel.

Kindest regards,
Andrew Cavanagh

Re: The Myth About Product Launch Copy

Andrew Cavanagh — Sat, 08 Jul 2006 12:56:40 -0000

It's an interesting phenomena that at some point nearly every client will do the "I know that copy is important and we should use direct response methods but this is different".

This whole idea that the copy isn't important is quite ridiculous.

You can test %response from the sales page and SEE the difference.

Also if you really understand the process of copy you know that a huge part of the art of skilled copywriting is finding a powerful offer to sell the product and that is another key to a successful product launch.

If copy wasn't that important why was John Reese willing to pay top dollar for Michel to write the copy for the million dollar traffic secrets launch?

Kindest regards,
Andrew Cavanagh

Re: Carve Your Niche By Dominating One

Andrew Cavanagh — Sun, 17 Dec 2006 23:26:31 -0000

This is such an important principle in business.

In a small isolated town where you're the only mechanic everyone comes to you because you're the only game in town.

If you niche yourself tightly enough in a niche where there's plenty of money floating around you'll become the only game in town to the people in your niche.

If there's no one else specifically claiming to be a specialist in your niche you become the expert by default.

Very good article Michel.

Kindest regards,
Andrew Cavanagh

Re: The Death of The Salesletter

Andrew Cavanagh — Sat, 06 Jan 2007 14:51:59 -0000

This is a very good report but it does ignore one very important area that is neglected with online marketing and outstrips nearly any other method I've seen.

It's an extension of what Michel talks about in this report.

And it's pathetically simple.

Ari Galper from unlockthegame.com uses it to make over $40,000 in sales every month from quite modest traffic.

Those of you who are familiar with his site would probably say "oh yeh using online chat boxes to engage your site visitors" and you'd be only half right.

What Ari is doing and many online marketers are doing that runs under the radar is calling their prospects on the telephone or engaging them in other ways OFFLINE.

Two of the great weaknesses of most online marketers...

1. They fail to understand the very real value of the prospects they generate online

2. They don't capitalize on the value of those prospects by engaging them offline (phone calls, direct mail, fax, etc etc)

When you do this you immediately set yourself apart from other online marketers and other websites.

You and your staff become a real live people.

And you overcome most of the objections your prospects have to buying online automatically.

Selling products online by definition is difficult because you must build trust then get your prospects to use online purchasing methods which require a degree of technical expertise.

(Online between 25% to 75% of sales are lost AFTER your prospect has already decided to buy).

Think of your online business as a retail store...

How many sales would you lose if you let your customers come to the sales counter and let them follow written instructions on how to make their purchases...

Let them swipe their own credit card and scan their own products.

Even the stores that do this have a customer service attendant right on the spot to help people who have any problems.

You know - a real live person to talk to.

Think about your own behaviour.

How many times have you gone to a store ready to buy a big ticket item and asked for help?

Isn't it strange that when you're just browsing around you find the sales assistants annoying pests but as soon as you want to buy something you want to talk to someone - ANYONE!

You can overcome most of the weaknesses of online marketing simply by looking at it as part of a sales process that is performed online AND offline.

Also keep in mind that those prospects who come to your websites can be worth a small fortune if you engage them offline.

If you were making 2-7 times the sales you make right now how much would each visitor to your site be worth?

Kindest regards,
Andrew Cavanagh

Re: Slapping Salesletters Together Slaps Back

Andrew Cavanagh — Wed, 10 Jan 2007 17:36:39 -0000

I couldn't agree with you more Michel.

Intimately understanding the prospects and clients you're trying to sell to is the biggest key.

There's a rash of copywriters convinced that things like red headlines and gurantee certificate graphics are the key to selling online.

When you spend your time getting to really know your prospects your chances of marketing to them successfully skyrockets.

The sales letter is incidental.

It's not always the most effective or efficient way to sell anything.

If you're a marketer and a salesperson first you won't get stuck thinking this way and you won't miss the HUGE profit making opportunities that are everywhere if you just open your eyes.

Kindest regards,
Andrew Cavanagh

Re: A Low-Tech Way To Boost Response

Andrew Cavanagh — Sat, 20 Jan 2007 18:55:18 -0000

This is a great post.

"Action" photos certainly can increase response.

I'd also add that you can get very good freephotos at www.morguefile.com

If you're talking about how to use the internet to deliver sales letters more effectively I think we get caught in narrow thinking a lot of the time.

There's nothing stopping you from having a series of sales letters or reports for a product each focusing on one tight benefit in the product.

Or your first sales letter can be long then the subsequent sales letters can be short.

See these two sales letters for the same package both focused very differently...

www.hardtofindseminars.com/BreakthroughAdvertis...

Then...

www.hardtofindseminars.com/MakingMoneyAsACopywr...

There are so many ways of breaking out of the traditional sales copy formula.

Kindest regards,
Andrew Cavanagh

Re: Copywriting Champion of The World?

Andrew Cavanagh — Wed, 24 Jan 2007 05:21:32 -0000

You know there's a free tool called an emotional headline anylzyer at...
http://www.aminstitute.com/headline/

It gives you a postive percentage for certain keywords.

For example...
"FREE Lose Money Secrets"
gets a 100% rating.

And
"Copy Computer Created Garbage
And Lose Money Immediately"
also gets 100%

I wonder how those headlines go in Glyphius.

I think the tool is great and as Michel says it's going to be far more effective if you know your prospects intimately and you create headlines first then tweak them in Glyphius.

Kindest regards,
Andrew Cavanagh

Re: My Name is Michael, I Got a Nickel…

Andrew Cavanagh — Thu, 25 Jan 2007 21:07:43 -0000

Yeh I have exactly the same problem because as you know the female version of Andrew (pronounced identically) is "Andrewe".

Re: Multiply Your Marketing Like a Virus

Andrew Cavanagh — Sun, 28 Jan 2007 20:41:32 -0000

Creating systems for the way you cash in on viral marketing and public exposure is important too.

Let me give you an example.

I appear on 40 commercial radio stations across Australia.

Most people think that if you get that kind of massive exposure you must be rich but it's just NOT that simple.

If I go on the air and try to send people to a website to buy my products the response will be astonishingly pathetic.

I've done it a few times and it suppresses response by around 1,000%.

If I promote a phone number on the air I know I'll get so many calls in the first 3-10 minutes it will take 4-10 hours for me and my staff to call back those people and take their orders.

Many online viral promotions are wasteful in a similar way because...

1. Usually they don't cost hard cash

2. No in depth analysis or testing has been done on how to get the maximum response from highly qualified prospects.

The secret is in creating a sophisticated system to follow up your viral marketing campaign and designing your viral products so your best prospects have no choice but to seek you out for more information.

Kindest regards,
Andrew Cavanagh

Re: Be The First, Not The Best!

Andrew Cavanagh — Tue, 30 Jan 2007 16:29:50 -0000

It's interesting that the general perception in the western world is that somehow you are "assigned" fame - like it's some kind of honour bestowed on you after you've performed worthy deeds.

But a large degree of fame is a result of someone taking a title "the leading expert in dog grooming."

Once you claim the title everyone else has to compete with you.

Finding that unique title for your product or service is a huge key to successful markeitng.

It works even better if you position yourself based around filling the desperate desire of a hungry market.

Kindest regards,
Andrew Cavanagh

Re: Avoid Getting Sucked In… And Sucked Dry

Andrew Cavanagh — Fri, 09 Feb 2007 03:44:25 -0000

Re: Avoid Getting Sucked In… And Sucked Dry

Andrew Cavanagh — Fri, 09 Feb 2007 03:52:13 -0000

If you want to get deeply spiritual you could just remind yourself that between us on a spiritual level there is NO separation - we are one.

So when you get mad at someone or attack them at a fundamental level you're only attacking yourself.

If you want a more tangible approach based around the physical world then you could look at the work of cognitive therapy and psychotherapy.

Any time you're angry with someone you're denying reality.

What do I mean by that?

Anger and most negative emotions towards other people arise because you expect someone to act in a different way to the way they have acted.

Which is impossible.

They are exactly who they are and what they have done is what they have done.

That is reality.

So when you get angry you're wishing they had acted differently - you're emotions are being ruled by a fantasy - something that didn't happen.

When you accept people exactly as they are, when you accept everything exactly as it is the anger dissipates.

That doesn't mean you can't endevour to change things for good or influence people's behaviour but you will be much more powerful doing that if you accept.

In Dale Carnegie's classic book "How To Win Friends And Influence People" the very first principle in the very first chapter is "don't criticize, condemn or complain."

Carnegie writes "Instead of condemning people, let's try to understand them. Let's try to figure out why the do what they do."

Kindest regards,
Andrew Cavanagh

Re: Email Mini-Makeover Case Study

Andrew Cavanagh — Sat, 10 Feb 2007 01:11:41 -0000

If this really is a one-off never to be repeated offer then it's a good email done on the fly.

On the other hand if Patrizio really wants doing demos for musicians to be a large part of his income stream he should really create a free or paid report explaining the "7 Insider Secrets Of Breaking Into The Music Industry With Your Own Professional Demo".

Or something like that.

I was a professional musician for many years and I'm always amazed when I talk to musicians on how terrible they are at marketing themselves.

There's very little on the market on making money as an independent musician even though the evidence is now overwhelming that musicians will almost certainly make more money that way with less effort.

Kindest regards,
Andrew Cavanagh

Re: How to Get More Comments, Less Spam

Andrew Cavanagh — Tue, 13 Feb 2007 22:47:16 -0000

I disable the comments on my blog.

I've noticed when you allow comments you get all kinds of entries from pure whackos.

I've even seen comments from some mad Aussie copywriter!

"a Do Follow plugin that reverses the default no-follow standard attribution."

Yeh I was gonna say that!!

Kindest regards,
Andrew Cavanagh

Re: New To Copywriting? Start Here…

Andrew Cavanagh — Mon, 19 Feb 2007 23:42:11 -0000

I'd add that probably the most important book you could read is How To Win Friends and Influence People by Dale Carnegie.

This book is recommended by Eugene Schwartz, John Carlton and many other very successful copywriters.

Kindest regards,
Andrew Cavanagh

Re: Gary Halbert Has Passed Away

Andrew Cavanagh — Tue, 10 Apr 2007 23:28:40 -0000

It sounds strange to say this but anyone who knew Gary or was a subscriber to his list will understand...

I'll miss being called a shitweasel, being regularly insulted about the crappy quality of my loser copy and generally being insulted on a regular basis.

Give em hell in heaven Gary.

Andrew Cavanagh

Re: How to Write a Persuasive News Release

Andrew Cavanagh — Fri, 25 May 2007 18:19:31 -0000

A few extra tips that no one every talks about in press release writing.

I was interviewed by about 20 different radio stations before I discovered "the secret" to getting ongoing media exposure.

And when I applied this secret it got me on a show that fed to 40 commercial radio stations repeatedly for over 2 years.

I appeared on that show for 2 hours at a time and I was allowed to do a full on pitch for my product at the end.

I used the same secret to make the front page of the newspaper repeatedly and get on TV news.

I turn down more media coverage in a year than most people will get in a lifetime.

What is this secret.

Write your press release in pairs and pitch the next story before, during or immediately after your interview...
http://www.copywriting1.com/2007/03/6-rules-to-...

Also most press releases are waaaaay too long.

If you can't do it on one double spaced page you've got a problem.

Because reporters and radio hosts will only read the first page.

Anything else is superfluous.

The objective is to get the media to call you for more information as Michel suggests.

But it goes further than that.

If you're smart you'll include suggested questions...that way your reporter or radio host doesn't have to do any work.

Just call you up and ask the questions.

See a proven press release template here...
http://www.copywriting1.com/2007/03/press-relea...

Finally, while free publicity can be enormously profitable most people make peanuts if anything...just thrilled they got "exposure".

That's just about as STUPID as repeatedly paying for image advertising to "get your name out there".

You need to measure the response you get from your free publicity because it ain't free.

It takes a lot of time and effort to get yourself on radio, on the television and in the newspapers and magazines.

It's just another form of advertising that you "pay" for with high quality content and the time and effort it takes to give a good interview...
http://www.copywriting1.com/2006/07/radio-copyw...

I have met very, very few people who really have any idea how to convert free publicity into real income which is a shame because it can be a genuine gold mine if you approach it the right way.

Kindest regards,
Andrew Cavanagh

Re: Long Copy: A Consumer’s Perspective

Andrew Cavanagh — Wed, 25 Jul 2007 15:22:48 -0000

This is spot on David.

I went through the exact same experience myself a couple of months back buying a video camera....except mine was more lengthy and involved trying to buy off two different companies whose advertised product turned out to be different from what they were going to supply.

One good sales letter from the right company would have saved me many hours of painful research.

And that's one vital often overlooked part of long copy...that you're providing a genuine service to your clients by letting them know exactly if what you're offering is a perfect fit for them and exactly how it can benefit them.

Kindest regards,
Andrew Cavanagh

Re: The Seven Deadly Sins of Website Copy

Andrew Cavanagh — Tue, 02 Oct 2007 03:33:45 -0000

This is really simple, obvious advice to anyone who's studied copywriting or online marketing for more than a few months but...

The potential to make a huge income by helping regular businesses make over websites that have very little chance of making significant sales is huge.

And this is a very simple blueprint to get you started.

Kindest regards,
Andrew Cavanagh

Re: Is Copywriting a Masculine Skill?

Andrew Cavanagh — Wed, 03 Oct 2007 00:37:32 -0000

I've seen no discernible difference between male and female copywriters.

I'm actually working with a cub now who are a husband and wife team.

You can't tell.

It's all just copy to me.

I am old enough to remember my single mother getting paid less for doing exactly the same job because she was a woman and treated like she was of wayward sexual morals because she was divorced.

That was in the seventies...not so long ago.

Sexual discrimination is not pretty.

Kindest regards,
Andrew Cavanagh

Re: How to Improve Your Email Open Rates

Andrew Cavanagh — Fri, 28 Dec 2007 18:30:39 -0000

Nice post Michael.

One of the subjects you didn't touch on is how to use the sequence of your emails to keep your list responsive.

I experimented for quite some time with sending a couple of emails leading to high quality content THEN an email leading to a pitch.

Then I realized how dumb that was and moved to creating high quality content as a lead in to all the products I was marketing.

A large portion of your open rate is dependent on the relationship you've built with your subscribers.

Think about how you check your email.

Don't you scan the From line first and stop on the messages that are from someone who's in your "good" books.

If you're ALWAYS sending links to high quality content you're going to build trust and your open rate will most likely be far higher than sending your subscribers to one sales letter after another.

On the subject of personalization I would say the biggest reason the response is lower is because the personalization makes no sense.

In many cases personalization is just someone's name jammed into a subject line because that's supposed to increase your open rate.

It's a lot like really amateur sales people who use your name too much..off putting and annoying.

Kindest regards,
Andrew Cavanagh

Re: An Obvious Truth Quadrupled Our Business

Andrew Cavanagh — Wed, 09 Jan 2008 21:14:12 -0000

Yeh those "death of" reports were getting progressively more ridiculous.

Internet marketing is probably the fastest growing industry on the entire planet.

The prophets of doom for internet marketing, sales letters (whoops), and every other field that's been covered as clearly in some terrible tanking demise should just take a step back and look at this industry from the outside.

Have they even checked to see exactly how many billions of dollars this industry has grown even in just the last 2 years.

Kindest regards,
Andrew Cavanagh

Re: Disillusioned Copywriter Demands The Truth

Andrew Cavanagh — Thu, 03 Apr 2008 12:18:45 -0000

Great post Michel.

Funny that it took you so long to start making money from partnership deals.

A lot of my early copywriting work involved these deals.

These deals can make you money and can be an effective way to get your door into the industry but you will get ripped off a lot when you're starting out.

Incidentally getting ripped off when you start out is really not such a big deal.

You get the experience of working with a client and samples you can use.

Michel's rundown of working with clients is also very accurate.

After you've written copy for hire for a couple of years you do get tired of the constant grind and your marketing knowledge grows.

It's just a natural evolution to start creating an income that continues when you're not working...creating your own products and/or looking for a percentage of turnover on top of your copywriting fee.

I'd add that I've met many copywriters and while it can be quite difficult to get to the point where you make a six figure income most of the copywriters I know do make money...often a very nice living working quite reasonable hours with no real capital investment and no real risk.

And they have the freedom of working from home and setting their own hours (as long as they meet deadlines).

When you compare that to traditional business it is a fantastic deal.

When you compare it to trying to make a living writing in other ways it's also a pretty hot deal (just try to make a living as a fiction writer and you'll see what I mean).

I'd also add that many copywriters can make a good living selling their internet marketing/website creation services to businesses in their local area.

That's a very easy way to make money where you can get paid immediately and they quality of your copywriting is not an issue.

Kindest regards,
Andrew Cavanagh

Re: How to Negotiate Better Copywriting Fees

Andrew Cavanagh — Wed, 16 Apr 2008 22:10:47 -0000

Great post.

A lot of my early work building a portfolio was done in exchange for products.

Many of the clients where I did copy in exchange for products ended up hiring me for other projects later and paid good fees.

The way you set up those deals is vital and Michel's guidelines in this post are spot on.

In any negotiation you have to maintain a very high perceived value for your service.

Kindest regards,
Andrew Cavanagh

Re: The Real Sinister Side of Forced Continuity

Andrew Cavanagh — Mon, 21 Apr 2008 21:35:29 -0000

Actually I got full access to Matt's seminar and it really did cost me just $1.

There was no attempt to trick me into buying his $497 upsell (that was 100% transparent).

There certainly is a monthly newsletter subscription you can cancel any time (that's the forced continuity).

I agree 100% that you should be transparent about forced continuity.

Common sense tells you that if you want paid subscribers to continue paying you they need to be sold in advance on the idea.

Otherwise you'll just be flooded with cancellations and refund requests.

Kindest regards,
Andrew Cavanagh

Re: Breaking My Back Promoting New Product. Literally.

Andrew Cavanagh — Sun, 27 Apr 2008 10:08:09 -0000

My thoughts and best wishes are with you and your family Michel.

If you ever want some suggestions one of my clients used to work with chiropractors helping patients realign their spines with natural movement therapy.

He also had a double blind study published in the Annals Of Internal Medicine showing that 3 months practicing his specially designed therapy gave significant relief to sufferers of chronic lower back pain.

My financee has studied with him for over 4 years.

Two of the keys are to build muscles around the vertebrae without inflaming them and to move the vertebrae.

Most people think of joints as being hard but their actually soft like sponges and movement is crucial to allow nutrients in and take waste out.

That's why arthritis progresses so rapidly once the joints are too painful to move.

There's simply no efficient way for nutrients to get in and waste to get out without the soft cartilidge in the joints being squeezed and released by movement.

Your vertebral discs are the same...soft like sponges sitting in between your vertebrae.

The real art is moving your back without causing pain or damage.

That's where the years of training and experience comes in.

There is no safe way to exercise your back in your condition without customized guidance from a highly trained professional.

Again I wish you the best.

A well known Buddhist monk once said that suffering increases your inner strength and wishing for suffering makes the suffering disappear.

Kindest regards,
Andrew Cavanagh

Re: Are All Business People Dishonest?

Andrew Cavanagh — Fri, 02 May 2008 17:48:29 -0000

The statement "There is NO such thing as an honest business man. (...) Ask any accountant."

is just about as ignorant as

"There is NO such thing as an honest employee. Ask any business owner."

You have to be one or the other.

Kindest regards,
Andrew Cavanagh

Re: Phone Calls Can Kill Your Copywriting Business

Andrew Cavanagh — Tue, 06 May 2008 19:12:37 -0000

I agree with Michel on this one but I think one point should be clarified.

I've avoided speaking with clients on the phone at all and insisted they sent me their questions, feedback etc by email.

That saves a lot of time because it forces a client to think through what they say and write down exactly what they want.

People ramble meaninglessly on the phone.

I also learned that the quickest way to land a prospective client you actually want is to call them on the phone within 2 hours of them contacting you (whether they call you and leave a message, email you etc etc).

I think the key phrase here is "a prospective client you actually want".

There MUST be an element of qualifying the prospects you're willing to call back.

I'd also agree with Michel on the point that prospects who ask for phone consultations are usually a pain in the arse, are generally wasting your time and are not used to hiring professional copywriters.

Having said that if you're another copywriter competing with me for a client and I've gone the extra step to actually speak to that same prospect and build some one on one rapport my chances of getting hired are much higher (as long as I've maintained or increased the perceived value of my service).

So if you are 99% sure this prospect would be worth having as a client I suggest you get him on the phone immediately and start asking questions about his project and what he's looking for.

I don't suggest you give advice.

Good prospects know and expect to pay for advice.

Kindest regards,
Andrew Cavanagh

Re: Customers Won’t Discount Your Dishonesty

Andrew Cavanagh — Tue, 13 May 2008 19:05:07 -0000

Discounting is the lowest form of marketing.

I've tested various exit offers and the one we found made the most sales was revealing bonuses that weren't offered in the sales letter.

But I you really need to think about why your prospect is leaving your sales page in the first place.

As Michel points out most people aren't leaving due to price.

You need to make an attempt to deal with the most common objection or problem people have when they leave your sales page.

Another obvious strategy is to offer an email course or gift related to your product in exchange for an email address (or even just right there to download).

That can help pre-educate prospects who are already leaving on why they should buy from you.

Kindest regards,
Andrew Cavanagh

Re: What is Most Important in Copywriting?

Andrew Cavanagh — Wed, 20 Aug 2008 21:55:55 -0000

Spot on Michel.

There is nothing more important than finding a hungry market.

Many times I see people talking about 10%, 15% even 30% response rates from online sales letters.

Over time you learn that the truly exceptional response rates are really about where the traffic to a sales page is coming from.

Put simply if you have a whole pile of people who desperately want and need what you're selling and are willing to pay for it you're going to get a great response rate.

But if you're trying to sell to people who don't care or don't want to spend the money or if you haven't taken the time to really understand the hot buttons of your hungry market your sales letter is likely to bomb.

The biggest secret instead of looking for product ideas or promotional ideas is to look for hungry markets you can get easy and economical access to.

Kindest regards,
Andrew Cavanagh

Re: How I Broke Into Copywriting

Andrew Cavanagh — Thu, 18 Sep 2008 22:32:55 -0000

I'm always thrilled when I read the early stories of successful copywriters and realize I was not the only bumbling idiot.

Great post Michel.

Kindest regards,
Andrew Cavanagh

Re: Attracting Activity to Your Blog

Andrew Cavanagh — Tue, 30 Sep 2008 20:48:23 -0000

When I look at my sales statistics it always amazes me how many of my sales come from my blog.

A blog is an amazing way to build trust with your prospects, deliver value to your clients and attract search engine traffic to you.

Oh and you might sell some products too!

Nice tips Michel.

Kindest regards,
Andrew Cavanagh

Re: P.S.: Don’t Forget to Include This in Your Copy

Andrew Cavanagh — Wed, 15 Oct 2008 20:55:28 -0000

Great tips Michel.

For many years I've used the last P.S. for extra testimonials that don't fit in the copy.

In some cases I might have 20 or 30 testimonials at the end of the copy.

The advantage of doing it this way is when your client gets a new testimonial you can just add it in without screwing up the flow of the copy.

Kindest regards,
Andrew Cavanagh

Re: Feel Like Giving Up? Go Out On a Limb… Or None

Andrew Cavanagh — Mon, 15 Dec 2008 08:31:22 -0000

Thank you so much for sharing this Michel.

A great Australian just like Juan Mann and a great inspiration and reminder that regardless of our differences we all feel pain, disappointment and struggle in life.

And we can all keep moving and keep giving to others.

Kindest regards,
Andrew Cavanagh

Re: Extortion: The New Get-Rich-Quick Scheme?

Andrew Cavanagh — Fri, 22 May 2009 11:57:37 -0000

Over the last few days I've had six (yes 6) chargebacks awarded in my favor.

Personally I find the whole thing stupid.

I have to go to a WHOLE lot more trouble to prove that a charge back is unwarranted than I do to issue a refund on products I sell and generally speaking if anyone asks for a refund from me for any legitimate reason I give it.

So these idiots have claimed charge backs on products they clearly bought and intended to buy (hint: opting in for the update list after you buy a product is a bit of a giveaway).

I was always brought up to believe that your integrity is everything.

And all through my life when I had tough times I never compromised my principles.

Things being difficult for you is NOT an excuse to try to screw someone else under any circumstances.

Do the right thing and things have a way of turning out okay in the long run...no matter how dark they look now.

Kindest regards,
Andrew Cavanagh

Re: The Skeptic or the Enthusiast. Which is a Better Writer?

Andrew Cavanagh — Wed, 07 Feb 2007 08:33:38 -0000

I won't even consider writing copy unless I'm enthusiastic about what the report or the sales copy sells.

But before I start actually writing the copy I try to become the biggest skeptic on earth.

What if this happens?

That sounds ridiculous - prove it to me.

How do I know for sure it's not a giant ripoff etc etc.

Then when I come to writing the copy I can use my enthusiastic side to answer my skeptical side.

This makes for far more powerful copy because you're not leaving questions unanswered in an increasingly skeptical audience (Baby Boomers would believe anything, Generation Xers are naturally and understandably skeptical).

Kindest regards,
Andrew Cavanagh

Re: Are You Protected From Offshore Writers? Here’s How…

Andrew Cavanagh — Wed, 07 Feb 2007 08:40:21 -0000

It's exceptionally rare that anyone interested in my services is talking to anyone from India or any low rate copywriter.

And once I start working with a client this becomes even less of an issue.

The reasons are:
1. I position myself deep in a niche - in my case I specialize in writing online copy for information marketers - especially in marketing related fields.

2. I help my clients make substantial income from my copy and from suggestions they simply could not have got anywhere else.

When you have deep experience in a niche you know more, see more and can create far more value for your clients.

This also tends to eliminate competition - it's very easy to be the leading writer or copywriter in a small niche.

Kindest regards,
Andrew Cavanagh

Re: The 3 Stages of a Copywriter’s Life

Andrew Cavanagh — Tue, 08 Apr 2008 18:42:49 -0000

I think as a copywriter it's important to remind yourself of what a life of leisure freelance copywriting really is compared to other jobs or professions.

You get to work your own hours at home or in an office if you want.

Once you have some skill you get to choose most of your clients.

And it's hardly back breaking work (try digging ditches for a living).

And it pays well...really well.

You're spot on about writing copy for yourself and building your own business though.

Most copywriters will work that one out eventually.

Kindest regards,
Andrew Cavanagh

Re: Wanted: Copywriters Who Want More Clients

Andrew Cavanagh — Wed, 11 Jun 2008 20:14:44 -0000

I agree. It is a waste of time trying to sell copywriting services to people who don't even know what a copywriter is.

You probably should have worked that out after the second or third time you tried to talk to a local business owner.

And you will make a whole lot more money selling copywriting services to people who are already looking for and hiring copywriters.

And John's course will ground you in the skills, the mindset and the practical "how to" for doing this.

Having said that there is value in selling marketing and especially online marketing services to local businesses especially as a way to get yourself a portfolio together quickly.

Most small business owners know they need a website up or have spent money on a website that doesn't make sales.

This can be an especially lucrative field that requires a minimum level of copywriting expertise.

So it's a good starting place for copywriters developing their skills.

Kindest regards,
Andrew Cavanagh