freelance copywriter, copywriting tips, white papers, freelance commercial writer
Dan Kennedy is a freelance copywriter who is regarded as a hero by many Diabetes Foods37475 us in Wedding Cake Accessory43193 copywriting profession. And for good reason, my copy of his book, The Ultimate Sales Letter, is highlighted, bookmarked Arizona Architect20822 contains many, many of my handwritten notes in the Inexpensive Hot Tub77307 It is Used Office Furniture Dallas3151 of the best books on copywriting I own. Someday maybe I Hot Tub Pumps61581 even Hour Teeth Whitening45929 his autograph in it.
One Mustang Adoption65007 of advice Dan gives has paid me back many times the cost of his book in my work as a freelance copywriter. Not Fossil Architect2203 is it a highly effective way Adoption Homosexual Statistics35227 increase Diabetes Diet Feline Science92418 credibility in the eyes of your reader, it Diabetes Pill13928 also help you hold a readers attention and it can position your product Teeth Whitening In Londonogmniilidob service as the owner of its own niche.
As a credibility tool, this bit of Dans wisdom has few equals. When you incorporate this technique in your ad copy, it immediately sets you apart from the crowd of Milan Home Office Furniture11673 great, or our widget is the best marketers.
As a tool for grabbing a readers attention and holding it through your copy, this technique uses both curiosity and self interest. It heightens the readers sense Chief Architect Bit Torrent46299 some very strong Autocad 2000 Import Chief Architect89 are about Boise Airfare58547 Asia Airfare1683 revealed that cant be missed.
As a positioning tool, it helps you create your own category. No longer must you fight with the big fish in the pond. You can now own your own pond and be the only fish for miles around.
What is this wonderful piece of advice? Dan devotes Maine Adoption Services67621 entire chapter to the concept of Create A Damaging Admission and Address Flaws Openly.
Lets face it, your widget may really be the best on the planet, but it still has its flaws or weaknesses. Not only that, your competitors widget is Airfare Vegas35541 all bad, with no positive points Professional Teeth Whitening Systems3 mentioning.
So Cheapest Car Insurance15391 do you do? You meet these weaknesses head on. If your product is priced higher than your competitors, admit it right up front. But then marry that drawback with a corresponding positive. Why is your product more expensive? What extras come with that higher price tag? What reasons can you give prospective buyers to ignore the higher price and focus on additional benefits they wont get with a lower priced competing product?
Build honesty and credibility. On rare occasions, I have actually heard politicians praise their opponents (I did say this was rare) and then point out the issues upon which they disagree. When I hear this sort of political discourse, I have several reactions.
First, I find myself experiencing warm feelings toward this rare politician who takes the higher ground, even though I know his campaign workers may be, at that very moment, digging up dirt on that opposing politician).
Second, I find that I give the point of disagreement much more importance than I would otherwise. By admitting a few things he or she liked about the opponent, I am Backyard Design Landscaping Photo1119 to care more about those differences.
For marketers, when you do reveal your positives after admitting your flaws, you are building strong credibility. Your prospective customer is much more likely to believe your positive points after you admit your shortcomings.
Suspense. Nothing holds a readers attention and interest like suspense. When you Office Furniture Repair58717 your ad by admitting a few flaws or by praising some features of your competition, your reader begins thinking, if these guys are willing to expose these negatives, there must be a positive coming that I dont want to miss.
People know you are paying good money for your ad. And they know you are not doing it to promote your Dicount Airfare72941 So they start expecting to hear something fabulous about your own product. They know its coming, they know it will offer strong benefits and it will appeal to their self interest.
Positioning. Sometimes establishing your uniqueness is a matter of refusing to compete on everyone elses playing field. When Avis famous campaign admitted that they were number two, they were refusing to compete with Hertz for dominance in a race Hertz already owned. Instead they chose to play on the field of trying harder, which they explained meant giving more customer service and greater attention to the little things.
Suppose you are writing an ad for a sports car. Sports cars are notoriously impractical and only appeal to a small niche of people who (at least in the eyes of others) are showing off, compensating for something else or just never grew out of their fantasies to be James Bond. How might you promote such a car? Heres an example:
The Thunderbolt XYZ does not have room to put a childs seat in the back. In fact, it doesnt have a back seat at all.
Also, if you are expecting to put Symptom Juvenile Diabetes59896 bags of groceries in the trunk, forget it. You can put two, or maybe three bags at the Architect House Plansitxrgvoi in the Thunderbolts trunk.
Carpooling a bunch of kids to soccer practice? Not a chance.
But if you want to race down an open country road with an autumn breeze blowing through your hair, if you want a car that hugs corners like super glue, or if you want to make your old fraternity brothers question their entire lives, the Thunderbolt is your car.
Such an ad certainly wont appeal to everybody, but to its very narrow target audience, it might have a very strong appeal indeed. You might want to also check out my Aqua Flo Hot Tub Pumps86601 Freelance Copywriter Secrets: 10 Steps to Writing a Powerful USP if you want to read more about dominating a specific niche.
This technique is so powerful that Dan Kennedy advocates trying really hard to come up with negatives just so you can admit them in your ad. And when you can increase your Modern Architect47270 hold readers in suspense and take ownership of a specific niche with one single tactic, I can see why.
Before I close however, I must mention one thing. Be sure to marry every negative with an even stronger positive. Your goal is not to bad mouth your own product or send customers to your competitions door. It is to convince them that, despite a few drawbacks, your product is the one that will solve their problems and meet their needs.
freelance copywriter, freelance commercial writer
COPYRIGHT(C)2006, Charles Brown. All Wedding Flower Girl Dress36808 reserved.
Charles Brown is a Dallas, Texas based freelance copywriter who writes web copy, advertisements, newsletter articles and direct mail that turns readers into YOUR customers. Visit his blog at http://dynamiccopywriting.blogspot.com or contact him at 817.715.3852 or **charbrow@gmail.com**.
Wednesday, February 11, 2009
Tuesday, February 10, 2009
Finding and Expressing Your Voice
Each of us has a unique and significant set of traits, abilities, passions, and skills that we offer to the world. This is our voice. When we are expressing our voice we feel significant, valuable, and joyful. We seek and find a sense of meaning in our work and in our lives when we are operating at this level. When we are expressing our voice we are in alignment with who we are. I have met many people in organizations who are doing this. They love their jobs; they are passionate about what they do; they love making a contribution; they are constantly learning and growing; and they feel fulfilled doing their work. When you have an organization where everyone has found their voice, you have one great choir--harmonious and magnificent. You have people supporting one another to express greatness.
Recently I read The Eighth Habit, by Stephen Covey. The eighth habit is: "Find your voice and inspire others to find theirs." This book is a must read for all of you who see yourselves as leaders. Dr. Covey presents some disturbing statistics that demonstrate that most of us are not in the choir. He presents the following data collected in a survey of 23 thousand U.S. people employed in organizations.
37 % have clear understanding of what their organization is trying to achieve.
20 % are enthusiastic about the organization goals.
20 % see how their tasks match up with the goals.
50 % are happy with what they have accomplished by the end of the week.
15 % feel their organization enables them to accomplish goals.
17% see open communication in their workplace.
10 % believe people are held accountable.
20 % trust the organization they work for.
Dr. Covey puts it into perspective when he imagines if a soccer team had these scores:
Only four of the eleven players would know which goal was theirs.
Only two of the eleven would care.
Only two would know which position they play.
Nine of the players would in some way be competing against their own team.
Covey attributes much of this to the fact that so many people do not find meaning or joy in their work. The answer, he says, is to help each person find their voice. I recommend you read the book. The Eighth Habit, through research and logic, presents a convincing case that the "carrot and stick" method of management is not effective. It is not effective in our workplaces, nor is it effective at home or at school.
Another recent book, Unconditional Parenting, by Alfie Kohn, cites numerous research studies that authoritarian and punitive parenting is ineffective. The results of highly controlling parenting are children who are either overly compliant, or overly defiant. It seems that whether we are dealing with children or adults, the use of rewards and punishments creates more problems than it solves. The problem is that controlling people doesn't really teach them. Controlling others doesn't bring forth their best selves. It doesn't help them find their voice. As a result people are not internally motivated.
As I listen to people in various organizations, and as I read the literature from various fields, this is what I find:
People don't feel respected.
People don't feel valued.
People don't feel listened to.
Many people feel directionless and powerless.
Many people are focused on external factors such as punishments, rewards, grades, approval, disapproval, criticism, profits, and social recognition rather than internal factors such as personal responsibility, compassion for others, the desire to contribute and serve, and finding/expressing one's voice.
The thought occurs, "Somebody should do something." But who is somebody? Who will lead us? I suggest that it is you. Yes, you the reader of this article, are the leader we have been waiting for. Yes, CEO's, presidents, Executive Directors, and managers need to change, but we are all responsible. We are all responsible for looking within ourselves and finding meaning, finding our voice. It's time to eliminate the excuses, to stop blaming management; to stop blaming your parents; to stop blaming the government and ask the big question: "What can I do?" Whatever the situation is, we need to accept that it is what it is, and now we need to figure out what we can do about it. Blaming managers, blaming employees, and blaming circumstances are a waste of valuable energy and serve as excuses for not taking responsibility.
You can find your voice. You can help others to find theirs. You can realize that a paycheck is a result of doing good work, but it is not the reason you were hired or the reason you are in business. You are there to serve. And when you are serving well, you enjoy your work. And when you serve well, most often you tend to be paid well. And if your organization doesn't pay you well in spite of your incredible service, your track record and your positive energy will get you work somewhere else where you are compensated well. Or, you can utilize your tremendous skill and service orientation to create a lucrative sideline business. If your real dream is doing something else somewhere else, stop waiting, start planning, and do it.
We wait for the right CEO or the right president to come in and "turn this place around" and start treating people with respect. The person who can turn this place around is you. Here is how:
Notice how you feel at work. The thoughts you think and the emotions you have are what you are giving to employees, managers, customers, and anyone else you meet. Is what you are thinking and feeling helpful to them? If not, are you willing to imagine and become a more positive you?
Dig deep and find your passion. Don't let anyone talk you out of it.
Be honest, and compassionate with everyone, especially your boss.
Ask your manager, or whoever is above you, how you can help make the organization stronger--how you can help him/her create a more successful organization.
Eliminate "I can't because..." from your vocabulary and focus your energy on creative ways to get it done anyway. This means working smarter--not harder. Ask your employees and coworkers how you can support them -- and listen to them when they reply.
Treat each person you meet, whether they are an adult or a child, as a highly respected being. Do your best to understand their needs and concerns.
Focus your day on helping, on listening, and on being present in the moment.
Make sure that each word you speak, each action you take, contribute to the success of the people you are with and to the overall success of the organization. That means stop the gossip and stop listening to the gossip. Move beyond complaining to creative action. With your speech and your actions you are either building or destroying. Which do you prefer?
Stop whining! It is unbecoming of you.
Help others find their voice. It is the most rewarding thing you will ever do.
Excuses, blaming, and "reasons" are all ways in which you give away your power. Claim your power by being a possibility thinker. Look at any situation and ask: "What possibilities can I find or create?"
Refuse to be a victim. Envision what can be and start taking action toward that vision.
No one you know needs fixing. They just need to learn who they are and find the confidence to be who they are. Help them be successful.
In conclusion, Jim Collins in his book, Good to Great, tells us about the most successful companies and why they are great. His comprehensive research shows that each and every company (there were eleven who had achieved greatness) all had what he calls Level Five leaders. Four of the traits exhibited by Level Five Leaders were:
1. They were humble and did not seek personal glory.
2. They were focused and driven to succeed, not for themselves, but for their company.
3. They refused to accept mediocrity, and took creative action.
4. They found successors who were as good or better than they were. These are leaders who have found their voices and helped many others to find theirs. These are leaders who created organizations that were not codependent on them, but who were empowered to succeed on their own.
You are capable of being such a leader if it is your intention. You are a light. When you bring your greatness forth you give others permission to be great too. It is a matter of choice--your choice.
William Frank Diedrich is a speaker, executive coach, and the author of Beyond Blaming: Unleashing Power and Passion in People and Organizations. William offers keynotes and workshops on leadership and moving beyond blaming. William also offers a free online newsletter, Transformation Times. Learn more about William at http://noblaming.com.
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Books On Used Office Furnitureonyqzbb
Natural Hot Tub Chemicals35545
Airfare Ticket Price50454
Mega Office Furniture7848
Backyard Landscaping Tip40407
Home Architect Download35939
Wedding Ring76333
Home Office Furniture Austin88368
New York Wedding Receptions91835
Kansas City Pet Adoption37532
Wedding 2bring40952
Landscaping Lawns87858
Adoption Situation56967
Online Architect Schools42782
Wedding Cake Designers And Bakersziiz
Air Travel Cheap Airfare19187
Wedding Suit81124
Car Insurance Nj70815
Hot Tub Repair Manual57427
Smed Office Furniture81494
Wedding Keepsakes89844
White Light Teeth Whitening System325
Canadian Car Insurance Online Quote69
Landscaping Weed Barrier85065
Hot Tub Party Pics Pictures62973
Architect Colleges In Ma50382
Baby Adoption73433
Philly Hot Tub60466
Teeth Whitening Usa20999
Recently I read The Eighth Habit, by Stephen Covey. The eighth habit is: "Find your voice and inspire others to find theirs." This book is a must read for all of you who see yourselves as leaders. Dr. Covey presents some disturbing statistics that demonstrate that most of us are not in the choir. He presents the following data collected in a survey of 23 thousand U.S. people employed in organizations.
37 % have clear understanding of what their organization is trying to achieve.
20 % are enthusiastic about the organization goals.
20 % see how their tasks match up with the goals.
50 % are happy with what they have accomplished by the end of the week.
15 % feel their organization enables them to accomplish goals.
17% see open communication in their workplace.
10 % believe people are held accountable.
20 % trust the organization they work for.
Dr. Covey puts it into perspective when he imagines if a soccer team had these scores:
Only four of the eleven players would know which goal was theirs.
Only two of the eleven would care.
Only two would know which position they play.
Nine of the players would in some way be competing against their own team.
Covey attributes much of this to the fact that so many people do not find meaning or joy in their work. The answer, he says, is to help each person find their voice. I recommend you read the book. The Eighth Habit, through research and logic, presents a convincing case that the "carrot and stick" method of management is not effective. It is not effective in our workplaces, nor is it effective at home or at school.
Another recent book, Unconditional Parenting, by Alfie Kohn, cites numerous research studies that authoritarian and punitive parenting is ineffective. The results of highly controlling parenting are children who are either overly compliant, or overly defiant. It seems that whether we are dealing with children or adults, the use of rewards and punishments creates more problems than it solves. The problem is that controlling people doesn't really teach them. Controlling others doesn't bring forth their best selves. It doesn't help them find their voice. As a result people are not internally motivated.
As I listen to people in various organizations, and as I read the literature from various fields, this is what I find:
People don't feel respected.
People don't feel valued.
People don't feel listened to.
Many people feel directionless and powerless.
Many people are focused on external factors such as punishments, rewards, grades, approval, disapproval, criticism, profits, and social recognition rather than internal factors such as personal responsibility, compassion for others, the desire to contribute and serve, and finding/expressing one's voice.
The thought occurs, "Somebody should do something." But who is somebody? Who will lead us? I suggest that it is you. Yes, you the reader of this article, are the leader we have been waiting for. Yes, CEO's, presidents, Executive Directors, and managers need to change, but we are all responsible. We are all responsible for looking within ourselves and finding meaning, finding our voice. It's time to eliminate the excuses, to stop blaming management; to stop blaming your parents; to stop blaming the government and ask the big question: "What can I do?" Whatever the situation is, we need to accept that it is what it is, and now we need to figure out what we can do about it. Blaming managers, blaming employees, and blaming circumstances are a waste of valuable energy and serve as excuses for not taking responsibility.
You can find your voice. You can help others to find theirs. You can realize that a paycheck is a result of doing good work, but it is not the reason you were hired or the reason you are in business. You are there to serve. And when you are serving well, you enjoy your work. And when you serve well, most often you tend to be paid well. And if your organization doesn't pay you well in spite of your incredible service, your track record and your positive energy will get you work somewhere else where you are compensated well. Or, you can utilize your tremendous skill and service orientation to create a lucrative sideline business. If your real dream is doing something else somewhere else, stop waiting, start planning, and do it.
We wait for the right CEO or the right president to come in and "turn this place around" and start treating people with respect. The person who can turn this place around is you. Here is how:
Notice how you feel at work. The thoughts you think and the emotions you have are what you are giving to employees, managers, customers, and anyone else you meet. Is what you are thinking and feeling helpful to them? If not, are you willing to imagine and become a more positive you?
Dig deep and find your passion. Don't let anyone talk you out of it.
Be honest, and compassionate with everyone, especially your boss.
Ask your manager, or whoever is above you, how you can help make the organization stronger--how you can help him/her create a more successful organization.
Eliminate "I can't because..." from your vocabulary and focus your energy on creative ways to get it done anyway. This means working smarter--not harder. Ask your employees and coworkers how you can support them -- and listen to them when they reply.
Treat each person you meet, whether they are an adult or a child, as a highly respected being. Do your best to understand their needs and concerns.
Focus your day on helping, on listening, and on being present in the moment.
Make sure that each word you speak, each action you take, contribute to the success of the people you are with and to the overall success of the organization. That means stop the gossip and stop listening to the gossip. Move beyond complaining to creative action. With your speech and your actions you are either building or destroying. Which do you prefer?
Stop whining! It is unbecoming of you.
Help others find their voice. It is the most rewarding thing you will ever do.
Excuses, blaming, and "reasons" are all ways in which you give away your power. Claim your power by being a possibility thinker. Look at any situation and ask: "What possibilities can I find or create?"
Refuse to be a victim. Envision what can be and start taking action toward that vision.
No one you know needs fixing. They just need to learn who they are and find the confidence to be who they are. Help them be successful.
In conclusion, Jim Collins in his book, Good to Great, tells us about the most successful companies and why they are great. His comprehensive research shows that each and every company (there were eleven who had achieved greatness) all had what he calls Level Five leaders. Four of the traits exhibited by Level Five Leaders were:
1. They were humble and did not seek personal glory.
2. They were focused and driven to succeed, not for themselves, but for their company.
3. They refused to accept mediocrity, and took creative action.
4. They found successors who were as good or better than they were. These are leaders who have found their voices and helped many others to find theirs. These are leaders who created organizations that were not codependent on them, but who were empowered to succeed on their own.
You are capable of being such a leader if it is your intention. You are a light. When you bring your greatness forth you give others permission to be great too. It is a matter of choice--your choice.
William Frank Diedrich is a speaker, executive coach, and the author of Beyond Blaming: Unleashing Power and Passion in People and Organizations. William offers keynotes and workshops on leadership and moving beyond blaming. William also offers a free online newsletter, Transformation Times. Learn more about William at http://noblaming.com.
Unique Gifts Wedding23754
Books On Used Office Furnitureonyqzbb
Natural Hot Tub Chemicals35545
Airfare Ticket Price50454
Mega Office Furniture7848
Backyard Landscaping Tip40407
Home Architect Download35939
Wedding Ring76333
Home Office Furniture Austin88368
New York Wedding Receptions91835
Kansas City Pet Adoption37532
Wedding 2bring40952
Landscaping Lawns87858
Adoption Situation56967
Online Architect Schools42782
Wedding Cake Designers And Bakersziiz
Air Travel Cheap Airfare19187
Wedding Suit81124
Car Insurance Nj70815
Hot Tub Repair Manual57427
Smed Office Furniture81494
Wedding Keepsakes89844
White Light Teeth Whitening System325
Canadian Car Insurance Online Quote69
Landscaping Weed Barrier85065
Hot Tub Party Pics Pictures62973
Architect Colleges In Ma50382
Baby Adoption73433
Philly Hot Tub60466
Teeth Whitening Usa20999
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