From the category archives:

Advertising

If you use Google Adwords to promote your products or services online, then you’re in luck. Because today I’m giving you a special 9-page report all about how to write Google PPC ads that get clicked and generate sales (or leads, in case that’s what you want).

I’ve personally spent thousands of dollars of my own money — as well as thousands of dollars of client money — to test and track the results of PPC campaigns that I’ve been responsible for creating and managing.

Plus, I’m now playing an active role managing the writers who write ads for BoostCTR, a company that specializes in improving PPC ad copy for clients.

So the information you’ll find in this report is not based on theory, but rather on years of personal experience producing real-world results.

I hope you find it valuable as you seek to increase your click-thru rate and lower your cost per click.

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Your house needs painting. The south and west sides are especially faded, and the HOA has sent you a notice saying you have 60 days to get your house re-painted. Nobody has recommended a house painter to you, so you’re on the look-out.

One day you walk to your mailbox and find inside a letter advertising a house-painting service.

The story and the appeal seem decent enough. It’s a family run business. They take pride in their work. And if you call by a certain date you’ll save 15%. Plus, they use paint sprayers, which is faster and slightly more affordable. There’s a number to call.

Not a bad offer, but not especially compelling either. You think about calling, but you get interrupted and you forget to come back to it.

Then, a few days later, you find another letter in your mailbox once again advertising house-painting services. You eagerly read the letter because with each passing day you’re feeling more urgency to just hire somebody.

Unfortunately, you become even more confused. This is a family run business, too! They also say they take pride in their work. They use paint sprayers… and, wouldn’t you know it… they’re offering a 15% discount.

Same story, different day. The only significant differences you notice are that the letters are printed on different colored paper; there are different logos; and of course different phone numbers. You still don’t really know who to call. With the information you’ve got, you may as well flip a coin.

This imaginary scenario is unfortunately all too real for consumers all over the country. They’re ready to spend money — they just don’t know who to spend it with! And because so much advertising looks the same and sounds the same, consumers have a hard time deciding who to call.

Fortunately, there’s an easy way for you to instantly stand out, get noticed, and make the sale. It’s called differentiation.

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Selling memberships to a membership web site is not always easy.

Especially when the economy is not doing well.

The reason why is one of the first places people look to cut expenses is on their bank or credit card statement. If they see any recurring transactions, they’re likely to cancel them.

What’s more, they’re NOT likely to sign up for any new memberships!

But that doesn’t mean you can’t get new members by the dozens. With the right approach, you can.

Your Offer Matters More than Your Sales Letter

To get people to sign up for your membership site, I bet you probably have some kind of written sales letter to explain the benefits of membership and to get prospects to become members.

But here’s something extremely important to remember:

Your offer is more important than the words you use to persuade.

To illustrate this, let me give you an example.

If your membership site is all about crocheting, and you ask for $1,000 a month, chances are you’re not going to get any new members, ever.

That’s because $1,000 a month for membership is just a bad offer for a site that teaches you how to crochet.

Now, price is only one component of your offer. There are also bonus gifts to think about. If you offer multiple high-value bonus gifts upon sign up, you may have an easier time getting members.

With that in mind, let me tell you about…

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A man goes to a buy a new car. There are literally dozens of the same make and model he wants on the lot. There are even more at the dealership down the street.

And yet when it comes time to buy, he feels extreme urgency to buy the car he test-drove. Somehow, he feels that if he doesn’t buy, he will miss his chance.

Why does this happen?

After all, the man could walk right out of the dealership and drive to another one a few miles away and find the same make and model with the same color and options. According to the Consumer Reports Buying Guide 2009:

A salesperson might tell you that someone else is very interested in the same car and is coming by later — a common sales tactic. You should never feel that you have to make any deal immediately. There are always other cars out there.

Consumer Reports is 100% right: There are always other cars out there. So the issue is not true scarcity because the car our imaginary man wants is not scarce.

Yet he feels as if the car is scarce.

And he is practically compelled to sign the papers as soon as he can to avoid missing out.

Let me tell you why this strange phenomenon happens and how you can create a similar urgency for your own products…

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As you know, Copywriting Code is a membership site that teaches you how to write direct response copy.

Direct response copy is copy designed to get an immediate action, usually in the form of a sale. It is “salesmanship in print… salesmanship multiplied,” as John E. Kennedy said.

With that in mind, all the articles and videos you’ll find inside Copywriting Code have been created with an eye toward teaching you the art and science of direct response copywriting — the art and science of generating sales through the written word.

To get the most out of Copywriting Code, here’s what I recommend:

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