Just this week, I was talking to a business associate and this experience with the saunas came back and reminded me of an important lesson.

When they first came to me, they were just getting started and were unsure of how best to market and sell these infrared saunas.

Their initial reaction was to create some “beautiful” advertisements showing pretty people rolling around on the grass having a jolly old good time.

To the graphic designer they had hired, this was the way you make money selling saunas in magazines and newspapers.

To the new entrepreneurs, it was a really “professional” way to portray themselves.

They honestly thought this would make them millions running the kind of advertisements that you and I KNOW don’t work.

Heck, that’s what everyone else does - it MUST work …

Right?

Wrong.

I knew that was the worst thing they could do - so I got busy.

Infrared saunas were new on the scene.

The company they represented was the world’s largest manufacturer of infrared.

And I smelled a story…

I dug deep and started reading everything and anything I could find on infrared.  What it was (it’s a form of heat your body naturally gives off, and absorbs from the sun), how it works, and why you would want to use infrared heat in a sauna, versus rocks or steam.

It was utterly fascinating all the health benefits I found associated with infrared… and the word needed to get out there.

So I put together a sales letter for them, and a special report to build the value to the prospects and buyers.

The title I gave it… “Sweat Secrets of the Happy and Healthy” How you can sweat out almost any
health problem, concern or condition… in your own home… easily, quickly, safely and most importantly …
Effectively!

Discover the 5,350 year old secret of using sweat to cure any health ill.

It then goes into the story that I thought would work best with the target audience that would read this information. I am not posting this for review and critique, this was written many years ago, and I would have done it differently now, but that is not the point that matters to you…

Dear health seeking friend,

Thank you so much for requesting this report … it may just be the most important information you read this year.

Why?

It has the power to change your entire future … through better health … a much stronger immune system … and helping you rid your body from all those toxins that are hiding within you.

The first time I ever heard about far infrared saunas I asked “so what?”

I mean I grew up with a sauna in our basement. I remember it like it was yesterday. That incredibly intoxicating cedar smell, the heat, the sweat, the relaxation.

So what?

All saunas are the same thing as infrared. Right?

Wrong! Very wrong.

Soon, I discovered why far infrared is different… very different… even life changing… I met Ron Easton (the
president of Contagious Health) in December 2002 and heard his story. And that changed my life. He was diagnosed with cancer of the throat and heavy metal toxicity in his blood.

The conventional cancer treatment scared him more than the disease itself.

So he went on his own. Changing his lifestyle, eating better, reading every possible book on the subject, natural cures and success stories.

Then he discovered the research on far infrared. It sounded incredible.

Millions of people used it… successfully.

Research studies… lots of them.

And success stories… reams of them.

With all types of health problems… treated and alleviated.

When Ron first started using sweat as a treatment, he can only describe the results by the following:

“After an hour of heavy sweating, I would get up from the white towel I was sitting on and there was a black outline of where I was sitting! ”

This… was the toxins being forced out of his body.

When he first saw this… it hit home… hard.

Think about the questions that would and should be going through your own mind if this was you… “Just how many toxins are in my body? How many of these toxins can I sweat out? What can I do to keep those toxins out of my body.”

Think about it… the repercussions… no chemicals, no prescriptions - sweat was doing an amazing job of cleaning me up.

The report goes on for 22 pages walking them through the facts about infrared saunas, the health benefits, and, of course, how they could get their own infrared sauna delivered to their house.

Now, here is the reason for today’s article…

That simple little special report STILL generates sales - 7 years later!

It is hidden away on my one main website, but the search engines know where it is. Just last week I had another phone call about these saunas - from someone who was wanting to put down their
$6,500 to have one delivered to their house.

That simple little special report has been personally responsible for hundreds of thousands of dollars in sauna sales - and I have not been working with them for 4 of those 5 years now.

Imagine if the owners of that business actually had a clue and actually USED the report like it could be used…

Scary.

But, their loss can be your gain.

I have written many special reports over the years and am fully convinced anyone can use these to improve response and compel people to buy.

Subjects written:

- Power equipment
- Custom playsets
- Amish furniture
- Network marketing
- Business training
- Lead generation
- Chlorine removal
- Waste removal
- Massage
- Real Estate developments
- Fractional real estate projects
- Health supplements

Your business can leverage special reports and white papers.

= = = = = = = = = = = = = = = = = = = = = = = = =
I am doing a full out call tomorrow on Special Reports
with Graham McGregor on creating them.

If you are interested:
Thursday, March 10th
1:00 (pm) PST, 2:00 MST, 3:00 CST, 4:00 EST.

(760) 569-6000
Access Code: 235097#
= = = = = = = = = = = = = = = = = = = = = = = = = =

You can improve your lead generation result using this type of information product, and you can definitely improve your conversions using this as well.

So, how do you start using white papers and special reports?

First thing’s first - aim to make it good enough to sell.

The report you do should contain enough good information that people would be willing to pay for the information on its own.

You should give them some powerful facts, advice, insider tips and advanced how- to information that would make them willing to share your report with others.

The second thing you need to do is dig deep and find out what they want most…

Look back on all the questions they ask you before buying. Write down all the objections they have when they first heard of your offer. This is the best time you can start conducting customer interviews, surveys, questionnaires, etc. You should be taking them to lunch - or having events that get them all in a room so
you can ask them what is missing, or what they would like to see from you.

You need to do the grunt work first, in order to give them a powerful report that can make you a bundle.

Third… the title of the report… If it’s good enough to sell, it needs a powerful headline that sells the content inside. I won’t go through how to create headlines here, throughout all the past editions of The Total
Package there are ample lessons for you there to get going.

But I will share this…

5 Profitable Special Report Title Formulas

1) How to __(insert benefit one)___ and ___(insert benefit two)___

How to Win Friends and Influence People

2) How To _____ and Simplify Your _________

How To Drop 5 Strokes and Simplify Your Golf Swing

3) ___ Quick Tips for Busy ________: Here’s What You Need To Know About _____

26 Quick Tips for Busy Sales Professionals: Here’s what you need to know to eliminate cold calls and double your productivity

4) _________: # Advanced Ways to ______

Web Video Fiascos: 47 Advanced Ways To Save Your Reputation Using Online Video

5) ___ Steps To Effective ______

18 Steps To Effective E- mail Management

Again, this is a start to your creation process.

I would recommend you create a few different titles and test them against each other to find out which ones pull better with your target market.

Try pay per clicks for testing, or classified ads (run your report title and a phone number in an appropriate paper, magazine or publication - online and offline).

You can and should be testing them on your squeeze pages as well.

Offer 2 or 3 different pages - each with a different report title.

When you get 50% more people asking for report title B over A, you know you have a winner.

Next… the content of the report…

Remember, you have to try and accomplish 2 things in your report - make the report good enough to sell - and make it good enough to buy from.

You have to hit them hard with everything you know about them, their deepest fears and concerns, and show them that there is not only an answer to their biggest problem, but the answer can be solved right here and now.

It’s a lot to ask of a little report or booklet, but very feasible.

Share with them:

* before and after photos and stories
* case studies
* testimonials
* hot trends they may be interested in
* reviews of books
* scientific data
* industry information
* biggest success stories
* courses
* newspaper clippings or headlines
* or other information out there that leads to the logical path they would take in order to make an educated buy decision

Remember … your content needs to lead them to the most important goal of the report - get them to BUY!

Make your research and content side of the report compelling… but do not give them everything. Tease them with a real solution - and make sure they see what is possible when they do solve their problem.

Build them up to the point when they are ready, willing, and able to call you up (or visit your website) to order.

Right then and there.

In the Sweat Secrets report, I detail the saunas, the free bonuses I included with orders (delivery, installation, and books on improving your health through saunas and infrared).

Plus I gave a fixed phone # and e- mail address for them to get moving right now.

And it worked, and still continues to work (7 years later), selling $6,500 saunas from a FREE Special Report.

It will work for you too.

SIDE NOTE: If you typically deal with longer sales cycles (B to B is common), have your first report “sell them” on asking for your second report.

In other words, let your reports take care of 75% of the sales process.

The reports can do the leg work you were doing in the past of pre- qualifying, answering questions and objections, education, and uncovering additional concerns and needs.

(Offer them multiple books - each one covers a different area of concern. Whatever ones they request will tell you where their greatest area of need is right now.)

Please let me know your thoughts, and if you have any further topics on this you would like to see discussed.

= = = = = = = = = = = = = = = = = = = = = = = = =
I am doing a full out call tomorrow on Special Reports
with Graham McGregor on creating them.

If you are interested:
Thursday, March 10th
1:00 (pm) PST, 2:00 MST, 3:00 CST, 4:00 EST.

(760) 569-6000
Access Code: 235097#
= = = = = = = = = = = = = = = = = = = = = = = = = =

To your success,

Troy White

PS: This was originally written for Clayton Makepeace’s Total Package at www.smallbusinessmastery.com

PPS: This is a sample of the type of tutorials you find inside The Business Mastery Course at
http://www.thebusinessmastery.com - as well - on the main page, you will find an 11 minute video
(half way down) that shows you an inside look at the type of videos you can expect.

I am blessed to have twin 4 year old girls in my life and am amazed constantly how much I learn from them on a daily basis. As I watch them run around and explore, I find myself realizing just how much my observations apply to being successful and happy in life and in business.

So take heart in the following tips … they may come from little people but they have the power of giants.

1. No matter how small you are you can change lots of lives - your goal for starting your business should be to change lives in one way or another. Remember this in everything you do - how can I change my customers lives?

2. Climb that wall - no matter how big the wall is – persistence pays off in the end. Never give up on your dreams and keep on trying.

3. Times when you appear small and frail are when you can surprise everyone with your hidden strengths. Everyone in business pays attention to what the big boys are doing and how they became successful.  What they miss though is the small businesses that quietly make substantial profits every year. These companies go about their business quietly and draw attention from the customers - not the competition.

4. Act like a silly goof whenever and wherever you want…people will never forget you - and that is what every business owner should dream of - sticking in everyone’s mind.

5. Remember to share - People can get very protective of what they learn and how they achieve success.  When you have something of value that would benefit others - share! IT will come back to you one hundred fold.  You do have you rights also – protect what is not to be shared and make sure others know it is yours and yours only.

6. Run naked every once in a while.  Well ok, you don’t have to be naked but run…have fun, be free and try to be a kid again. Having kids gives you that chance again and it is incredible to relive the fun that you used to have…when you weren’t so serious about life and business.

7. Lay back on the grass and watch the clouds go by whenever you have a chance. Reflection and relaxation can be one of the most powerful combinations that you can ask for in your personal and business success - use it!

8. Put on a fancy hat - dress up for the day.  Nothing can make you feel like a new person more than a complete change in clothing.  Wear something you usually would not wear…or something you have always wanted to wear but were afraid to. In business this one little point can make you stand out from all of the rest. Wear a tacky tie, or a purple shirt, or a new hat every day…your customers will never forget you.

9. Silence is not always a good thing.  Usually it means something big is brewing and trouble is near.  If you find too many of your competitors are quiet or your clients are quieter than usual…figure out why!  Something serious could be happening out there and you better find out what it is.

10. Find some sand and let your toes dig in.  Sand has an amazing soothing quality to it.  If you do not have sand near your house or business…go buy a bag of sand at your local garden center and put it in a small box you can dip your feet in.

Try this when you are working on a tough problem…new ideas will pop into your head in no time.

To your success,

Troy

It’s not exactly rocket science what I just said - but the fact of the matter is that less than 5% of businesses test anything.

So if it is so simple - why aren’t more people doing it?

Laziness, time constraints and lack of knowledge are the most common reasons I hear.

I can’t help you with the first 2 - but I will share with you a number of marketing ideas you can test.

Try one - measure the results, then test another. You are looking for the most powerful marketing method that you can continue to run for months/years to come.

(1) Tell a story – one of the best ways to pull your readers into your marketing and get them to buy. The Wall Street Journal runs a one-page story talking about Two Young Men – both from the same upbringing and neighborhood - how one went on to accomplish great things and the other went about life with dismal results. This incredible story has been running for decades now and in that time it has generated billions of dollars in subscription sales.

(2) Use clichés like “sick as a dog” – people can relate to them and there is a comfort feeling around them. As well, most people talk in clichés – so you must write like you talk. But a word of caution, do not over use them.

(3) Never write any marketing pieces if you do not believe in what it is you are selling or trying to accomplish – it will be very obvious to the person reading it that you don’t believe it.

(4) Don’t try and be cute or sophisticated. Be sincere, educational and passionate in your writing. Do whatever it takes to get into a peak emotional state before you start writing – be it music, exercise lots of coffee – whatever floats your boat.

(5) Write to a grade 7 reading level. This can be easily checked in Microsoft Word – go to “Tools at top – then – Options: then Spelling and Grammar: check the box that says Show Readability Stats. Every time you do a spell check form now on it will tell you what grade level your writing is at. This is your lowest common denominator and a guideline you must use in all your business correspondence and advertising – unless you know without a doubt that 100% of your market is at a Ph.D. level.

6) Pretend you are sitting around a fire with one of your best friends. You know that they have some possible interest in what you are selling. But they are skeptical at the best of times. What would you say to them to get them to try it out? How would you say it to them? This is exactly what your ads need to read like.

(7) Always use real postage stamps on your envelopes – never metered mail. Make it look as personalized as possible – not like it came straight from a machine.

There are 7 simple ways to get better results in your marketing and advertising; but they are useless if you don’t try them.

Try one this week and see what happens. And please let me know how it goes.

To your success,

Troy

They will say things like exposure, repeatability, memorable – etc.

That is what they were taught in their training classes – taught by others who have no clue about effective marketing.

All they are concerned with is getting you to buy an ad – and the bigger the ad the better.

They will say your ad needs to run 7 times to get a sale.

Bull.

They will say that running your ad for 12 months will double your brand recognition.

Partially bull – it may increase your recognition but will do nothing to help sales.

Your advertising must pay for itself (break even can be a good thing initially) on the FIRST time the ad is run.

If it doesn’t – test a new one.

If it makes money the first time, it will the second, and the third time.
*****> If it loses money the first time, it’ll lose money the second time and the third time as well. Your advertising must make money the first time – and the only way to tell is through the tracking you do. <*****

Action Plan:

(1) Make sure you learn how to write effective advertisements and marketing pieces. Study good direct response marketing courses (one of one is my own Marketing ESP course)

(2) Write (or re-write) yours to use solid direct response marketing techniques (headlines, sub-heads, talking with them feel (not at them), strong close, irresistible offer, time limited, and ask for action).

(3) Put some form of tracking device in the ad (if they are calling you - have them ask for dept 4 - so you know that they are calling from Ad#B). If they are writing in - have the order form use a tracking number (department FH-6 for example)

(4) Run the ad and measure the response. If you do not break even initially then the ad will probably be a flop in the long run. If the ad works and makes money - KEEP RUNNING IT. It will make money each time you run it until you see the decline to below break even point.

[Remember: the reason you can break even on first run advertisements is that you should have other products and services to sell to this person after the initial sale. The bulk of your profits will come from sales after the first.]

Write hard! And test lots.

To your success,

Troy White

You know - the “trash magazine” that supposedly no one ever buys.

The one you see at every supermarket till in North America So, how is it that the Enquirer is the most widely read publication out there? [The National Enquirer sells more copies in a week than the TOP 3 business magazines and newspapers COMBINED - Proof that that approach works ]

The headlines on the front - that’s how. The people that write these headlines - “Bat Boy Explodes” - “Use Your Dreams to Win the Lotto”

Those writers make a substantial income writing those words - because they sell a TON of newspapers for the publishers.

Top headline writers get paid upwards of one million dollars a year to write those!

So pay attention to the words they use - they make many people a boatload of money.

Think about all the different areas you use words in your business.

Phone calls

Sales Calls

Emails Sent

Letters Sent

Faxes Sent

Advertisements

Conversations

Arguments

Purchasing Something

Negotiating

Bartering

Writing

Reading

Researching

Upgrading

Pleading

Entertaining

Disciplining

All of these areas are critical to your job or your business, yet how much time do you actually put into the words you use? Most of us, it’s very little time invested.

For a few of us, lots of time is spent testing variations of words to increase their effectiveness.

No matter what your experience with the mastery of using effective words - you can always find ways to improve your skills and learn how to better apply the techniques.

Why bother?

Sales

Influence

Control

Money

Happiness

The list really does go on, but the important thing to remember is that your words can become more powerful. That is what we are there to discuss - how you can master the use of words to influence others to see things from your point of view.

For when you have this one skill honed and improved, you have the most important skill of all at your disposal.

Next time you are at the grocery store - have a look at those headlines (better yet - pick up a copy - millions of other people do on a weekly basis).

Write down those headlines and see how you can modify them to suit your business… or your newest promotion… or your newest product launch.

It works!

One client had a database of 100,000 opting emails that we tested ads on.  The best responses we got (based on click rates and sales) were the ones with “tabloidish” headlines.

The one that worked the best…

Cat Attacks Man Woman and Child (selling an electronic mouse)

To your success,

Troy

Whew! What a week of Olympic triumphs, defeats, and tragedy.

After starting off with a devastating tragedy in luge, the Olympics have turned into an incredible showcase of triumph over defeat… and some very unusual personalities mixed in for good luck.

With the best last name in the Olympics, the incredible US Snowboarder, Shaun White, showed up all of his competitors with an impressive display of ingenuity, talent, persistence and secret training.

Not sure if you have heard his story before, I will quickly recap it as there are some great lessons there.

Red Bull took a shining to Shaun White

They saw his natural talents for ripping up the half pipes and decided it would be a great idea to build him HIS OWN secret half pipe.

A full-size halfpipe, accessible only by helicopter, that included a foam pit at the bottom for him to rehearse the more dangerous tricks.

No one knew about it.

No one could watch him train.

No one had a clue that he was secretly inventing new tricks and techniques that had never been seen.

And when he start to strut his stuff at the snowboard competitions… he trounced the competition!

He changed the game with his new tricks.

Even saving some of his most advanced one for the Olympics…ones that left his most seasoned of competitors standing there with their jaws hanging slack.

Some great quotes about Shaun:

“Shaun had a lot of ideas about things he wanted to do, and really pushed the sport into the future,” said Bud Keene, White’s coach and an assistant for the United States Olympic halfpipe team.

“I can’t even tell you or begin to describe how many times I’ve gone over this run in my mind, gone over this competition in my head, imagined what it would be like,” White said at the bottom of the massive halfpipe.

“This season has been unlike any season I’ve ever had before,” White said. “Where I crashed probably more than I ever have, I’ve been frustrated, I’ve lost sleep. I really pushed myself as far as I could go, not only to have to invent these tricks but actually have do them, and then win.”

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

Did you see it?

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

This red-headed hippy dude was a MASTER at visualization… and failure in reality.

He pushed himself to his extremes.

Failed FAR MORE times than he succeeded.

He kept his visualizations top of mind and a major priority in his training.

He sure didn’t want to dwell on his failures.

Winning an Olympic medal means that these athletes have failed 1,000 (10,000?, maybe 100,0000 times).  But they keep on plugging and seeing themself winning the GOLD.

Ultimately they do.

Especially when they have “secret weapons” on their side!

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

What’s your secret project?

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

Do you have multiple “secret” marketing campaigns you are testing out?

Seeing what happens when different ingredients are added can be a very enjoyable thing to do.

Be prepared to fail far more than you succeed.

All of the best do.

Which explains why they win Gold Medals… they are willing to fail time after time, while they constantly see Gold in their minds.

Try it.

My secret project for months has been The Business Mastery Course (http://www.thebusinessmasterycourse.com)

It is THE program I wished I had when I started my business. It would have saved me tens of thousands of dollars in “experience”.

And it will for you too.

This afternoon I am interviewing one of the greatest marketers and copywriters in the world, Mr Joe Sugarman.  He is the man behind BluBlocker Sunglasses and sold millions and millions of sunglasses with one simple marketing idea.

Join me in the Business Mastery Course and discover what Joe says is THE most important tool for succeeding in the present economy.

Which can become YOUR secret weapon.

I will walk you through the entire process of re-designing your marketing so you start winning more competitions in your market.

No hype.

No ridiculous claims.

Just real tools that work… and real access to some of the greatest marketing minds in the world.

http://www.thebusinessmasterycourse.com

To your success,

Troy

Fortunately for us, I had some decent commissions owed to me from the last job I ever had.

Unfortunately for us, I had no clue what to do - or where to start.

Not a great way to start a business.

But we persisted, and have loved every minute of the ride.

Yet, there is one thing that has nagged me for the past 8 years…

…the fact that I never found an all-inclusive business building program.

I bought lots of ebooks, took seminars, invested in software, had coaches.

All said and done, I have invested a VERY healthy six figures in my education.  More than my University education!  And 10 times as effective for small business growth.

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

When a good friend of mine, Lars Gustafsson, of The Body Mind Institute, approached me with this idea, I was all over it.
====================================================================

Lars has been in business for many years as well. He has invested a substantial amount in his education and business growth.

But he was just as frustrated as I was with the tools out there.

So he became a master at producing quality online training programs and videos for the fitness business.

Now he wanted me to produce THE business building program we had both been looking for.

…one that covered all areas of business growth… not just the fad of the week

…that that entrepreneurs could use to grow rapidly

…while building a solid foundation for sustainable success (rather than getting caught by Google Slaps and ridiculous claims that were far more hype than reality)

…and one that we could both be proud of when people from around
the world heard about it.

In partnership with The Body Mind Institute (an accredited college), I am very excited to bring to you

The Business Mastery Course
http://www.theBusinessMasteryCourse.com

Incredible amounts of hours have gone into the production of this video/audio online education program.

And I have given you the tools and techniques that have made my clients millions in the past few years alone.

Like Chris, who is now averaging over $2,500 per DAY profit.

What would that do to your lifestyle?

Did I mention Chris is not even 30 years old yet?

Chris took a small part of what is in The Business Mastery Course and built a highly profitable empire with some hard work and persistence.

What do you think?

If I could deliver you THE course that pulls it all together for you…

…one that covers the basics of business growth right alongside the advanced techniques

…one that is guaranteed to deliver results

…one that shows you step-by-step what you need to do

…one that includes access and information from the worlds leading experts on areas I personally know little about

Would that be worth a few minutes of your time to review my video here http://www.theBusinessMasteryCourse.com and let me know your honest thoughts?

This is the one I always have wanted to produce.

Please let me know your thoughts on the video.

To your success in 2010 and beyond!

Troy White

PS:  Watch the video, have a look through everything, and take close note of the bonuses… just one of the bonuses is what took Chris from $0 to $2,500 a DAY in profits.

Worth a look: http://www.theBusinessMasteryCourse.com

Copywriting is really “salesmanship in print” and here are some basic techniques to make your marketing and sales materials do what they are supposed to - sell more products and services.

1.      Have your offer in the headline – or near the top of you advertisement. Possibly have a Johnson’s box (box that highlights areas of importance) with the offer near the top or on the right hand side after your initial 3 paragraphs.  This will weed out tire kicker immediately as they realize it is not free – they have to pay.  That and many people are ready to read the whole thing – but are interested (possibly) in what your offer is.

2.      Refer to specific pages within the copy, or in the bullet points. Talk about a major benefit of your product then “and on page 14 you will see exactly how to use this to accomplish ….”  The way you write this can lead in to chapters or sections within a chapter – “and on page 27 you will learn the gap between reading and acting on your offer.”

3.      Design a 2 step advertisement. Web based or not – 2 step advertising can pull in exponentially more inquiries – and build your database very quickly.  Instead of asking for an order from your web page – offer them a free report for giving you their physical address. No pressure for “another” ezine that won’t get read anyhow.  With all the spam and filtering problems – you seriously need to start building an offline database.  Ask yourself this – if the internet “shut down” or your backups of your client’s emails disappeared – would you still be in business?

4.      Make your free report more enticing! Offer them information that they will not find anywhere else…or would have to look for a long time anyhow to find.  For example – “Five simple ways to write a PS and especially a PPS that will triple your sale this year.”  Typical free reports have minimal content and more sales letter than anything – so make sure you are delivering on your promise in the report before selling them.

5.      If you are having people call an 800 # for a recorded message – make sure they know no one will answer, that no one will be phoning them back, and that they will not be hassled – unless they ask for someone to call.  This leaves no pressure on them and their resistance to calling will be dramatically lowered.  With their guard down, the likelihood (if your recorded message is good) that they will leave a number is much higher.

6.      Make a fantastic headline as part of your order process. Add in a hidden benefit that you have kept quiet and bring it out right before the inquiry form or order form.  People love pleasant surprises so give them some.  If they have read all your copy right to the end – they are obviously interested.  Throw in one or two more significant benefits and they will be yours.

7.      If you are marketing more locally – make sure your local numbers, addresses, etc are displayed prominently in your copy, and at the end of your copy.  Weave in a great story about your local business and show them you really are local – and your responses will be dramatically higher.  Make sure your phone number (especially in local newspaper or magazine ads) is very prominent and positioned well.

To your success,

Troy

]]> http://www.blog.smallbusinesscopywriter.com/7-ways-to-pull-more-inquiries-from-your-advertising/feed/ http://www.blog.smallbusinesscopywriter.com/5-tips-for-creating-your-unique-selling-proposition/ http://www.blog.smallbusinesscopywriter.com/5-tips-for-creating-your-unique-selling-proposition/#comments Thu, 18 Feb 2010 19:23:54 +0000 Troy http://www.blog.smallbusinesscopywriter.com/?p=503 Creating a USP can be a daunting task for many.

Keep it simple and start writing down ideas… and you will be far ahead of your competitors who are still scared of starting.

The more you write - the more ideas that will come to you.

Here are some simple ways to get going.

1) Ideas to start your own USP.

Fill in the blanks -

I legally help people to….
I (legally) teach people how to…
I (legally) show people how to…
I set people up to…
In one hour…
I save you…

[Note: by adding in "legally" you add a touch of human interest... and keep them intrigued. Who doesn't want to learn something that seems to break all the rules - but is above board and very legal?]

Here’s another: You know how most companies ______? Well what we do is ____________, which is much more powerful because it helps you__________

It must say what it does for them - not how great of a company you are. They could care less. All they care about is- what can you do for me?

2) Does it answer “why should I do business with you, above any and all other companies out there, including doing nothing, or doing what I do now?

3) Does it touch on emotions? It should.

Here is a great one I heard - “I give people a money personality profile that shows them how they are blowing thousands of dollars per year - and how to get it back”

4) Can you plug your competitors names into your USP? Does it fit them like you? Then your USP needs work.

Mine is “I Turn Your Words Into Wealth” - which is not perfect - but - it does the most important thing a USP must do - it makes people ask me - “how do you do that?” If you can get people to ask you how you do that - then you have a winner.

I also tested a Double Your Profit or Free Guarantee to great results - everyone wants to do that - and I take the risk with a very bold guarantee.

5) What is the BIGGEST benefit you provide to your clients? What can you do that no one else in your industry does? What would make you buy from you?  What is the ultimate gift you would like to leave with your clients when they deal with you?

Answer a few of those and you are well on your way to creating a USP that makes you a fortune in your business.  Less than 5% of companies have a real USP - when you figure yours out… you will immediately be in the top 5% of your industry.

Be bold

Be daring

Push the envelope

Get people out of their comfort zone

*** Make them say - “what did you just say?” or “how do you do THAT?”

Find a way to incorporate some of those ideas and you will stand far above the crowd.

The sad thing is: these are your neighbors, your co-workers, possibly even (gasp) your family members.

For you entrepreneurs out there, I really hope they are not your customers.

My biggest worry about our future is how technology seems to be making people stupid, at a blistering pace!

People cannot think for themselves.

They rely on technology to run their lives.

They think they need to be wired in 24 hours a day.

They think that being plugged in to their cell phones is the way to get more done.

And they are this dumb http://www.readwriteweb.com/archives/facebook_wants_to_be_your_one_true_login.php

The writers on that site created an article about Facebook.  Their article was ranked highly on Google (now in #2 spot if you search for “Facebook login”).

The 1,533 comments there are proof that stupid people are taking over.

Obviously, these morons typed in “Facebook login” into Google (because they can’t figure out how to type in “Facebook.com” into the browser address bar.)

They clicked the second link without even looking at what they were clicking… then couldn’t understand why the page looked so different, or why they couldn’t log in.

So they left messages.

Lots of them.

Proving their stupidity.

Which got media attention.

And brought more rocket scientists… and sarcasm galore.

1,533 comments - and they are funny!

Even if they were made up, they were still great for a laugh.

And a cry.

They may be the buying public.  And they are not intelligent enough to spend money.

Sad but true.

A lesson for us all - know your customers - and don’t sell to people like this.

Hope you enjoyed this as much as I did.

Troy