In this issue:

1) Tip of the Week

2) FEATURE ARTICLE: Leave Some Meat on the Bones by Joe Robson

3) CLASSIFIEDS

4) FREE Resources

5) POWERQUOTE

6) MARKETING MINUTE: The Magic word HOW and Why You Must use it in Your On-line Marketing by Chuck Crawley

If you'd like to read previously ran tips and features, go to http://netcheckspayroll.com/newsletter.html

"Tip of the Week"

Today's feature writer gives us some valuable tips for writing ad copy that keeps a prospect reading instead of clicking away. Here's a good idea for getting more eyeballs to see your great copy:

Use a referral form on your website. Word of Mouth is the STRONGEST Advertising! How many websites have you visited because a friend told you about them?

A personal recommendation is one of the strongest marketing tools available! Harness it for FREE with our simple to use 'Tell a Friend Form' http://www.ubrande.com/gaintraffic/index.php3?

Leave Some Meat on the Bones

by Joe Robson

The Internet is aptly called The Information Highway.

Need to learn HTML? Surf the 'Net.

Want the latest Stock prices? Ask Yahoo

Free 'How -To' download? Certainly, just click here.

Information, information, information. We have an insatiable appetite for it.

We thrive on it.

And on the Internet we DEMAND it!

Yet I am constantly amazed at the high number of Websites that skimp on this ever so vital ingredient, yet still expect us to BUY from them!

Why DO they do it?

Especially when it has been known since time immemorial that...

----------Long Copy Out-Sells Short Copy

The truth is that if your reader is even half interested in your offer, she needs detailed information before she even considers buying from you.

Bundles and bundles of it.

And if she's interested in what you have to offer, she will read as much as it takes to get the full picture.

Facts and information gives her both the confidence and the courage to make a purchase.

So I suspect that far too many writers are stingy with their information because they are afraid of producing copy which they think may be 'too long'.

They believe that long copy will bore their readers.

So they cut it to the bone.

Big mistake!

The problem with this philosophy is that too often there's not enough meat left for the reader to chew on!

She needs to 'taste' the product.

She wants to 'savour' it's flavor.

She needs a word picture to 'visualize' it's benefits.

And only lots of information will satisfy her appetite.

---------- Offer Her A Big Mac

Ever seen a MacDonalds poster without a full color picture of a large juicy Big Mac? Please don't write in if you have!

The restricted size of the poster means cutting the copy to the bone. But the picture adds the meat to the message.

So when you write your Web copy, it's your job to add the meat.

But you do it with words.

Unless of course you take the route of some artistic Website designers. You could use a high resolution photograph which takes 25 minutes to load!

If you want to see a classic example of how long copy sells better than short copy, take a look at how Ken Evoy's site achieves this to perfection. No, I'm not asking you to buy anything, but the long copy on his site has succeeded in selling one of the most successful books on the Internet.

Notice how he cleverly paints a picture of what the product will achieve for the reader. Watch his expert use of 'joints' that ease the reader from the bottom of one page and into the next. Some are so cleverly used that you feel you'll be missing something if you don't click through.

And notice his clever use of testimonials to add even more 'word pictures' to his story.

Go to http://www.sitesell.com/sol.html and study his technique very closely. This is a clever man at work!

And it's living proof of the age-old advertising expression - 'THE MORE YOU TELL, THE MORE YOU SELL'.

With one very big proviso. It HAS to be interesting.

--------- So Paint The Full Picture

One of the commonest questions asked of a Copywriter is "How long should a Copy Piece be?"

The answer?

"As long as it needs to be TO TELL THE WHOLE STORY"

So if you're selling a Wall Chart describe it in FULL and graphic detail.

And describe the chart using CUSTOMER BENEFITS. Not the features of the chart itself.

Instead of "A large full color chart" write

"Measuring a full 48 x 36 inches and beautifully highlighted in 23 vibrant colors, making it extremely easy for you to instantly trace the....

And instead of "Our Gizmo comes in Red, Blue, Brown and Beige, paint her a word picture. Tell her to ....

"Choose your favorite color from Sunset Red, Lagoon Blue. Autumn Gold and the extremely popular Yuck Yellow."

------- This Exercise Will Boost Your Response

HANDWRITE a fully detailed description of your product or service. Leave absolutely nothing out.

Imagine you are describing it on the phone to a friend.

Fill 2 sheets of paper if need be, until your description is as complete as you can possibly make it.

THEN cut out the fat.

THEN trim the excess verbiage.

Read your copy out loud.

And then trim again.

And when you're convinced that every single word does it's job of SELLING, whilst still painting a complete picture, you'll know your Copy is a winner.

But please don't butcher it to the bare bone. Leave just enough meat to titillate your prospect's taste buds.

And she'll order the full menu!.

PS. If you're selling to vegetarians or vegans the principle remains the same. Just offer a salad sandwich instead!

~~~~~~~~~~~~~

Article by Joe Robson of Copywriting Solutions whose popular new web site at http://www.adcopywriting.com is BULGING with really great Copywriting and Web writing Tutorials. You can Subscribe to his Free Newsletter by sending a blank email to mailto:copywritersdigest-subscribe@topica.com

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"I have never heard anything about the resolutions of the apostles but a good deal about their acts."

- Horace Mann 1796-1859 American Educator

Questions to Ponder

What will my acts be in the New Year?

What will my acts be today?

How will these acts help me achieve my "resolutions"?

Copyright the Discian Group from the Powerquotes ezine. See http://discian.com/powerquote.htm for more information.

"The Magic word HOW and Why You Must use it in Your On-line Marketing"

Now what if?

What if I could show you How To create wealth on-line in the next 24 hours?

Would you be interested?

Of course you would! After all, we'll all aspiring to that end result. However, the point of this article is to show you the advertising power of the word *HOW*.

The first question that you were presented with in this article demonstrates the power of the word *How*. Let's take look another again.

The words "How To create" taken from that sentence is really what kept you reading. You just can't resist the combination of *How To*. It creates an irresistible trigger in your subconscious mind that you just can't resist.

Just think about it for a moment. As on-line marketers we are all searching for answers to our on-line problems/questions. We're all seeking the *How To* to get the solutions to our specific situation.

Here's a little test that you can try out on your spouse. Walk right up to him/her and say "Let me show you *How To* do this.". I'll bet you will get a reaction. Watch out though. It might not be the reaction that you were looking for!

Now here's the *Real Magic*. The word *How* becomes a real trigger when use in combination with other trigger words. The most powerful word in advertising of any kind is the word *You*. Here's the killer combination ("How You"). Man, that's powerful!

It's no great secret that you only have a few precious seconds to capture someone's attention with your written ad headlines, web page content or classified ads. As your prospects scan though your materials you must include trigger words or phrases that *catch* their attention. Once the *catch* is accomplished you are then given an opportunity to drive home your message.

Using the *How You* word combination is perfect *bait* for creating that trigger that you need to hook them and "pull them in". It's personal (You) and also captivating (How). Use *How You* as a building block for creating all of your advertising materials. It's powerful and it works!

I was reading though a business opportunity magazine recently when I came across a full-page ad that caught my eye. Here are the *How* word combinations that were included in this one ad.

"Multi-Millionair's 7-Step 'How-To' Success System" "How To Make and Keep $1,000,000!" "How You can use this proven..." "How to use the awesome potential..." "How You can take advantage....." "How To turn product users......" "Discover How You can use this...."

I'd bet he received a ton of responses from that ad alone. Power marketing requires powerful words and word combinations to be effective. Why not include these two trigger words in your web page headers, classified ads and headlines? They just might increase your on-line profits though the roof!

BTW:

The next time someone ask you a question, just answer with the word *HOW?*.

Chuck Crawley

====================

This article was written by Chuck Crawley. Home-based business owner for the last 12 years and editor of the ADSTPLC Newsletter (that's ADS T hat P ull L ike C razy). Come join us and learn how to create ads that make you money. Your Free subscription entitles you to Free Classifed Ads, Free Ad Analysis and a copy of the E-Book, "The Internet Ad Writing Super Book". Come join us today at: http://unionez.net/adsezine/ADSTPLC.html?HowToArt

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