Attention Business Owners...

Do You Make These Mistakes In Copywriting?

Dear Business Owner,

If you would like to avoid the biggest copywriting mistakes when creating promotions to advertise your products or services... then... this will be the most important website you will ever read.

Here's why: 

Copywriting is not easy. Anyone crafting sales messages knows what it's like to stare at a blank screen or paper. The struggle is frustrating even for copywriting pros. 

However, it's an investment that could potentially pay off big time. That's why multi-million dollar direct response companies pay an arm and a leg for copywriting.

Just ask companies like Agora Publishing, KCI, Phillip's Publishing and others who spend a king's ransom on their copywriting talent. It's well worth the money... if... and only if... you find a copywriting expert who delivers cash-generating sales copy.

Consistently. Predictably. Like clockwork.

On the other hand, you can always choose to write your own copy. But if your copywriting isn't up to par, you'll pay for it. How? With lost customers, lost sales and lost revenues.

Unfortunately, that happens far too often. 

According to industry insiders, business owners make five costly mistakes in copywriting. 

These common but little-known copywriting blunders could add up to a small fortune. They're like profit-draining vacuums sucking money out of your business.

All of these copywriting mistakes are easy to correct with the right information.

Let's tackle each of them...

Costly Copywriting Mistake #1:
Writing Deadly-Dull, Boring Copy

The number one sin in advertising is having your ads go unnoticed.

The number one sin in advertising copy is being boring. And, if the copy bores readers out of their minds, they will avoid noticing your ads.

Actually, this is quite easy to fix. You see, people - your prospects - are mostly interested in one thing... themselves. So first, figure out how your product or service helps solve a problem for your market. How it makes their life better. Telegraph that self-interest benefit in your headline. Write about that benefit throughout the copy.

The headline at the top of this website is a good example. People reading this page do so because they need better copywriting. The headline telegraphs that they will learn how to avoid certain mistakes in copywriting. That's a solution they want.

It's hard to get bored while reading about something you want.

In addition, make the focal point of your ads the benefits people will get by using your product or service. Pepper each ad with action verbs that build pictures in the reader's mind. And include an interesting story or two where appropriate.

The final suggestion I have is this: Buy a few copies of the National Enquirer and read their stories. More people read any single issue of this publication than any other.

Why? Because the National Enquirer is jam-packed with interesting stories. The copy keeps readers riveted from start to finish.

Copywriting becomes easier when you have a good model to follow.

Costly Copywriting Mistake #2:
Using "Institutional" Instead of
Direct Response Copy

Do you know the difference between the two?

If not, let me give you an example of each. Then decide for yourself - if you were in the market for either of these two products - which ad would move you to take action.

The first example is for a product called "Ketel One." I think it's a beer... but... after reading the ad below I still don't know for sure. The full-page ad I saw appeared in Money. I bet you the ad was very, very expensive. The ad said: 

Wow! That's saying a mouthful, isn't it? The "drivel" above covered a third of the page. The rest of the page was "white space." This is a perfect example of institutional advertising. It says little to nothing meaningful to the reader. It does not get anyone to take action. It is void of selling power and emotion. It often directs a message at the wrong market.

Now, here's an example of a direct response ad:

What a big difference!

This ad does several important things: (1) It calls out and qualifies prospects who want to sell their own homes... (2) It offers free valuable information that ties in with their current situation... and... (3) It allows the reader to request the information without talking to anyone.

Of course, this is just one example of a good direct response ad. Many variations exist. The point is this: Institutional ads don't get much action and can't be tracked.

Direct response ads are action-oriented and the results are accountable. If it's action you want (to generate leads or get immediate sales)... then... direct response is the only way to go.

It's been proven for over a century as the only kind of advertising that pays.

Costly Copywriting Mistake #3:
Not Understanding How The Marketing Approach Affects The Copy 

In most cases, the best type of copy to write is based on sound salesmanship and entrenched in the principles of direct marketing.

Why?

Because the problem most businesses have is lack of customers, sales and cash flow.

Therefore, your copywriting efforts must generate immediate response and/or profits. The copy simply has to elicit an emotional response that drives sales.

However, the best copy in the world falls flat on its face... if... the marketing strategy is all wrong.

You must first structure a winning marketing strategy. One that relies on tested approaches and proven appeals. And squeezes all the profit potential out of the copy.

You see, according to experts, three elements are crucial to the success of a marketing campaign:

A fine balance exists between all three of these elements. The list is the most important. After all, great copywriting can not sell the wrong market. A genius direct mail letter about snowmobiles will not work if it's sent to people interested in sewing.

The offer is next in importance. A great offer can succeed despite poor copy. But great copy can not save a poor offer. Finally, the copy is the last ingredient.

Because you simply can't expect copy to overcome an ineffective marketing strategy. It doesn't work that way. 

Costly Copywriting Mistake #4:
Focusing On Features And
Omitting The Benefits 

When it comes to copywriting, benefits are the key to the vault.

People buy products and services because of the benefits they expect. Those benefits can best be summed up as solutions to problems. If the copy does not highlight the benefits of the product or service then, why should anyone respond?

Here's how to figure out what benefits to write about. First off, a benefit is what something will do for the end user. A shaving cream provides a smooth shave so you look good. A car gets you from point A to point B safely. A retirement plan gives you security in old age. Etc.

What you do is look at all the problems prospects complain about that your product solves. Then write down how and why your product is the solution.

Finally, choose the problem that comes up most and feature your solution in the advertising. You should also include all the other benefits. But the focal point of your ad should be the biggest benefit. That's based on the biggest problem you can solve.

What about features?

Definitely include them... but... turn them into benefits also. This way, your entire ad is benefit-driven. You'll make a lot more sales as a result. 

Costly Copywriting Mistake #5:
Not Doing Enough Research

Of course, you won't do that but... just in case... here's what you should know.

First of all, copywriting that sells, requires an enormous amount of research material. You simply can not create a great sales pitch without a lot of information.

This material comes from the market, industry publications, your product, common sense observation and other venues. If you don't have it, then it's like asking a marksman to fire blindfoled.

Ideally, before you write a word of copy, you will study the prospect, the product or service, copy that has worked, copy that has failed, statistics, etc.

Here's a true story illustrating the importance of research to help differentiate your product or service from the competition.

In the early 1900's, Thomas H. Beck, was sales manager of Proctor & Gamble. The company made, among other things, Ivory Soap. Back then, soap flakes were sold to laundries by the barrel based on weight. One barrel of soap flakes was considered like any other. In other words, this was a commodity product sold on price.

Beck decided to have Ivory Soap flakes analyzed. He then compared his findings with the competition's soap flakes. The tests showed that competing brands contained something like 15% water... while... Ivory Soap flakes contained only 5%.

In other words, if you bought the competition's soap flakes, you got more water than soap when compared to Ivory Soap flakes. That's a huge competitive advantage. Ivory, of course, went on to become a household name.  

Doing enough of the right research will help you find points of differentiation ("Unique Selling Propositions") that you can build advertising campaigns around.

By avoiding these five copywriting mistakes, you'll be able to...

Now that you know what not to do, let's talk about...

How To Solve Your Copywriting
Problems Once And For All

My name is John Anghelache.

For over a decade, I've created direct response advertising that brings home the bacon. Not only for my own businesses but also for those of my clients.

I've worked with dozens of offline and online businesses in a variety of industries.

In addition, I have also worked with a few of the top direct marketers and business people in the entire world.

These include...

• The late, Gary C. Halbert, who is considered by many the best advertising copywriter who ever lived. Gary is also noted as writing the most mailed sales letter - it was mailed over 600,000,000 times - in history.

• Dr. Joe Vitale who is a marketing genius and one of the stars of the blockbuster book and movie, "The Secret". Joe's inspirational books on self-improvement and marketing have reached best-seller lists the world over.

• Yanik Silver is the "hot shot" Internet marketing whiz who helps people start profitable web businesses from scratch. His "Underground Marketing" seminar is becoming the stuff of legend.

• David Garfinkel of the World Copywriting Institute is a world-renowned business building expert. He is perhaps best known for his ability to teach the art and science of how to write money-making direct response ad copy.

• Michel Fortin is widely recognized as one of the best Internet marketers in the world. And he writes some of the most compelling copy online.

• And many others!

I have written copy in diverse industries such as: real estate sales, real estate investing, mortgage brokering, credit repair, business-building, business opportunity, financial publishing, information marketing, etc.

My specialty is long-form copy for: direct mail, post cards, magazine ads, newspaper ads, websites, banner ads and email.

All told, my copy has produced...

Over $40,000,000 In Copywriting
Sales And Counting

Here are a few examples of some of my advertising and marketing success stories:

• For one of my clients, I created an entire marketing promotion which resulted in a 10% response rate for an expensive $2,970 product. That means 10% of customers whipped out their credit card and bought this product within a 30-day time frame! And it's still a best-seller two years later! 

• Another client was selling a monthly membership service. Using my marketing secrets, I developed a promotion which resulted in a staggering 1,078.64% return on investment. Imagine getting back almost $11 for every one dollar you spend on an ad campaign for your business! But the profits don't end there. You see, since this is a continuity service, my client gets a continuous stream of residual profits.

• Yet another client sold out a $5,000 per head seminar within 35 hours after implementing the strategy and sales copy I crafted for him!

• I doubled the monthly profits of an online company selling a cheap $59 ebook to $40,000 per month... or... $480,000 in additional profits per year!

• Recently, for one of my businesses, I got a 43% response rate to a direct mail package. Overall, 13% of the people who read that letter hired me. And three of those clients booked me for at least three months in advance!

• A tiny three-line newspaper classified ad - these are the same as Google Adwords online - I wrote ran for a full year unchanged and raked in over $80,000 in profits!

• I wrote an ingenious direct mail campaign which brought back a 2,861% return on investment within 45 days!

• A marketing program I helped to conceptualize, launch and oversee ran for 5 years straight in a very competetive industry and produced gross sales in excess of $3,500,000 the first year alone... and... over $25,000,000 total!

• Another marketing program I created generated just shy of $14,000,000 in a two year stretch!

Response-Boosting Secrets For
Explosive Profits Few Copywrites Know

When I take on a new client, I look for "profit-gap" opportunities. These are the overlooked or hidden leverage points your advertising is under-exploiting.

My focus is to create direct response advertising that makes you money. And lots of it.

How?

By doing the right kind of research and analysis. The point is to figure out what to say to your market.

Because when it comes to advertising:

If you don't know what to say... then... you can't make people respond. It's that simple.

Most advertising that isn't working is weak in one or more of these key areas:

When the weak spots in these areas are fixed you can expect:

... a higher response rate.

... a higher conversion rate.

... more leads generated on a more consistent basis.

... more prospects turning into paying customers.

... overall lower cost of advertising.

... better results with zero increase in your ad budget.

... fast, measurable results.

Can hiring me help increase your business? Can you, for example, double your sales in the next six months? Can you double or triple profits over the next twelve months?

Maybe. Maybe not.

You can find out by making one quick call. However, before you pick up the phone, please take a moment to consider why I may not be able to help you.

The fact is, I can't help everyone. There are many business owners I would not help even if I could.

So here are the...

Five Main Criteria You Must Meet
Before Contacting Me

• You must have one or more products or services that is ethical and legal. The better your product or service the easier it is to use proven copywriting and marketing strategies to increase sales and profits.

• You must be ready, willing and able to handle a fast increase in sales. Please don't call if you want to do something months from now. Instead, call me only if you are ready to get the ball rolling today.

• Your business must already be profitable. It should be bringing in at least some money. Because it's next to impossible to improve something that has no track record whatsoever.

• You must be easy to get along with and open to new ideas. My copywriting and markeing methods work like crazy but only if and when they are implemented. I will not waste your time with theory or other such nonsense. I expect a cooperative working environment in return.

• You must be willing to make an upfront investment to put these strategies to work in your business. Look, I do not work for free. I charge a fair upfront fee based on the scope of the project. In many cases, the lion's share of my income comes from commissions from the increased cash flow which is generated by my copywriting and marketing methods. If you are unwilling to make the investment don't call until you can!

What You Should Do Right Now

John Anghelache 
John Anghelache
Executive Director
Small Biz Success Institute

P.S. Over the past year, I have run only a handful of self-promotions. That's because I tend to get booked for a few months ahead whenever I market my services. So, if you're at all interested, give me a call right away. Chances are I will pull this web page down in the near future.

And always keep this little "ditty" in mind...

Thank you.

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John Anghelache
17566 Merlin Drive
Lowell, IN 46356

Phone: (219) 696-4977

E-Mail: john (@) johnangelcopywriting.com