Savvy business owners who understand the persuasive power of first-class marketing enjoy nearly instant success.  Effortlessly!  If you’re interested in kicking things up one huge notch—and growing your business to a level you never thought possible –you’ve come to the right place. 

You need orders right now, but you also need to build your business for the long term.  This is the way to have it all!  The right message is the one the gets people to call you.   

When they call you they don’t feel as if they’ve been “sold” on something.  They’re calling you because you’ve offered them a solution to their problem, a way to achieve their goals.  They haven’t even met you and, yet, they already like you.  You’re on the way to a lasting alliance for years to come.  

A lot of people hire the wrong copywriter—one who writes pretty prose and proper, literary English.  But can they sell your product…and what do they know about marketing?  You need more than pretty writing.  You need to speak to the needs of your customers.  Does your former English teacher even know what you’re talking about?  

Thousands of dollars have been spent for signs on shopping carts and all manner of crazy promotional items just to “Get your name out there” and become known.  Does that work?  If you’ve tired it, jut look at your numbers.  Not so great, is it?  

Others go the glamour route and use the high tone Madison Avenue approach.  Millions have been wasted on “creative” advertising that wins awards but doesn’t sell anything.  My favorite award is money in the bank—how about yours? 

In short, great marketing is all about creating desire for your product or service and great copywriting can be your best salesperson.

Think of it…just like your top salesperson, well-crafted marketing promotes your product day after day, customer after customer.  Your marketing will never sleep – it’s out there 24 hours a day, tirelessly performing and selling your product or service.  

That’s Huge!  You’ll be able to eliminate cold calling and prospecting once and for all.  Customers will be seeking you out!  You can do what you do best – working on your business.  Hot leads will come pouring in – all you have to do is take the orders and deliver your product or service.   

Using a copywriter who knows how to sell and writes to sell will make the phone ring and   in-box chime.  It’s like hiring an entire team of award-winning salespeople and having them work for free.  Customers will be begging for more information. 

The best part is that your sales won’t happen by accident and they won’t be sporadic.  The ups and downs that plague most businesses will smooth out.  You can enjoy a steady stream of high performance with results that are consistent and predictable.  

It’s Time to Get Your Telephone Ringing!

Do you have this problem?  Your telephone has stopped ringing, and...  except for spam and stupid jokes from your cousin in Buffalo...your e-mail inbox is empty.  It’s time to change all that.  You need to get customers through the door.  How?   

It’s all about what you say and how you say it.  Persuasive, Convincing Copy Makes All the Difference in the World.It has very little to do with four color process, pretty graphics and expensive design work.  The fact is that the more expensive it looks may actually work against you.  

It has everything to do with persuasive content.  It’s all about the structure of your marketing piece.  It’s all about your headline and whatever it is that makes you different.  And what about your call to action – the ex-college professor won’t even know what that means.   

Plus, are you addressing your customers’ needs and calming their fears?  These are things customers are interested in. 

What’s in it for them?  What does your customer have to gain?  That truly is the million dollar question – what can you do to solve their problem or relieve anxiety?  What can you do to remove their fears? 

And what about creating curiosity, desire and a sense of urgency?  Do your current advertising pieces and marketing campaigns do this?  

How about your sales letters, newsletters, e-zines and white papers?  Do they complete the circle and boost your business efforts?  

Customers won’t come to you if they don’t know what you do or what you provide.  And they certainly won’t get on board if they can’t see themselves using your product or service.  

Here’s a good question for you.  Do your customers know that your product is so different, so much better and so much more appealing than anything else out there?  They don’t?  

This is where 30 years of effective marketing and successful sales experience can be put to work for you.  Sharp, compelling writing—written by a salesman who writes—drives business to your door.  That’s what makes you money.  

What if you have nothing to lose?  What if you can have persuasive, convincing copy guaranteed to generate responses or you get your money back?  How could you refuse an offer like that?

Have you ever mailed out postcards, flyers or sent out newsletters?  Have you participated in val-pak mailings?  Great!  You’ve been using direct response marketing.   

Here’s a good question:  How many people call you for more information, visit your website or order your product?  Your answer will tell you if your writing has been working.  

Does your present advertisement or marketing piece work all the time or just once in awhile?  A telltale symptom of the Madison Ave., so-called “creative,” style is that you’ll sometimes get a one time spike in responses.  Wouldn’t you rather have a consistent response machine working for you day in and day out?

The word “creative” should be redefined to mean “creates business and compels customers to respond.”  That’s the kind of creativity that makes sense.

Copywriters, who work for ad agencies actually call themselves “Creatives.”  These Creatives are trained to do branding and top-of-mind advertising.  Coca Cola, McDonalds and just about everything on TV are good examples.  This sort of stuff is very dangerous for small business.  In fact, a lot of companies have gone broke using this method of advertising.  The Creatives may be creating great lines and lovely visuals, but does their copy sell anything?  Does it make the phone ring?  Hardly.  

The only time it makes sense is when you’re a hundred-million dollar household name.  Still, that’s what most people think it takes to advertise.  You’ve heard it from every salesman that calls on your office, “Get your name out there; Build your brand, Be top of mind.”  Guess what, we’ve all tried it and it doesn’t work!  This will do NOTHING for you.   

You want to know why?  The following may seem like harsh words, so make sure your kids are in the other room before you read the next line.  Customers don’t give a rip about you or your brand.  Sorry, but it’s true.  They don’t care about how good you say you are.  They don’t even care if you really are the best.   

Customers only care about what’s in it for them – Can you solve their problem, fill their need, improve their bottom line (if they happen to be a business,) or relieve a painful situation?   

Copywriting that does what it’s supposed to do will generate a response.  Your phone will ring, people will visit your website or some may even e-mail you for more information. 

Using a copywriter who knows how to sell and writes to sell will make the phone ring and   in-box chime.  It’s like hiring an entire team of award-winning salespeople and having them work for free.  Customers will be begging for more information.  They will be seeking you out.  

The best part is that your sales won’t happen by accident and they won’t be sporadic.  The ups and downs that plague most businesses will smooth out.  You can enjoy a steady stream of high performance with results that are consistent and predictable.  

So what are you waiting for?  Make it easy on yourself.  Scroll back up to my e-mail address and phone number.  Give me a call or an e-mail and we’ll set up your free half-hour phone consultation at your convenience.  

I’ll give you some great stuff right off the bat.  You can get started writing your own    junk mail, uh…make that, your own direct response marketing pieces, also know as (aka) Magic Mail.   

Maybe you’ve just given it a go and said to your self, “this is not my cup of tea.”  Or, your self-written piece isn’t producing the rate of response you expected to get from your mailings or from your webpage.

You could be thinking that it’s just not worth putting in 8 or 10 or even 20 hours of work to produce a couple pages of copy that will compel your prospects to take action.  You have other things to do - things that you’re really good at.

The amount of money I charge will be a drop in the bucket compared to the profits you’ll reap.  You’ll end up with smart, effective, highly readable and easily understandable copy that persuades your prospect to take action.  

It will be the best investment you ever made for the success of your business.  And it’s all about return on investment.  

Let’s say you decided to save 250$ for a flyer or 500$ for a sales letter and do it yourself.  You’ve put hours and hours of work into it and now you have pony up for the printing and mailing house costs.  How much did you save if you didn’t get any results?   

You didn’t save a thing.  In fact you just spent hundreds of dollars and sent it all down the drain.  

An investment in writing that produces responses that make you money makes all the difference in the world.  That’s the difference between success and failure.  

That’s the difference that makes money.  

On top of that, I always do my best to give you the best.  I want your clients, customers and prospects to be even more enthusiastic and ecstatic than you are.  Why?  Because if they are, they will take action – and that’s what it’s all about, isn’t it?   

So give me a call or an e-mail and tell me about your needs and what you want to accomplish.  I’ll show you how you can multiply your income and even how to attract better quality customers.  

I’ll fire off a quote and you can decide whether the small amount I charge is the investment you’re looking for.  By the way, I don’t charge for my time in working up quotes so you can relax about that.  Plus, there’s no obligation to place an order.  And don’t forget about the free 30 minute consultation – that’s a freebie you can’t afford to pass up.

I know you’ll be pleased with the process and I’m positive you’ll be pleased with the results.  I know you’ll come back to me time after time and I know you’ll be referring me to your friends and fellow business owners.  But the bottom line is that you’ll be transforming your business.

The right kind of marketing will transform you.  Don’t pass up this opportunity for an incredible investment in success!

Do Any of These People Sound Like You?  

Do you have to get up at four in the morning to write promotional pieces that you spend $1200.00 to mail and then don’t get a single response?  Rationalizing that you’re getting your “name out there” just doesn’t pay the bills.  Nor are you building a client base.  If no one is inquiring about your product or what you do, chances are they really don’t care.

Thinking of hiring a few more salespeople?  Or, are you a salesperson yourself?  You know how unproductive it is to knock on doors and play the numbers game.  Day after day of rejection.  Ugh!  We all know it works (sort of) because someone is bound to buy your product sooner or later. But how slow do you want to go and how long do you want it to take?  

Have you just hung your shingle and you’re waiting for your first order?  You’ve been out there doing hand-shake marketing and networking like mad.  Truth be told, you’ll get a few things into the pipeline, but it will take years to grow your business this way.  

You say “…but my product is different.”  This can be a significant issue for lots of companies, especially start-ups.  You have a highly technical or complex product or service.  Making the complex appear simple is an art form.  Translating complex language and company jargon into understandable and plain-as-day terms is a craft in itself.       

People don’t have the time to look things up and dig into the terminology and challenging things about your product or service.  They just want to know if it will make their life better or richer – and they want to know in just a few words or so.  

Sales Letters -The power of truly effective copywriting will have your clients wondering where you were all their life.  Whatever it is you wanted to say – they will “get it!”  Whatever it is you want them to do – they will “do it!”  … if they don’t, they’ll have to have an awfully good reason for turning you down.

Direct Response Marketing – Powerful, effective, evocative, compelling materials engineered to get a specific response.  This tried and true method of marketing still reigns supreme.  This is something you can measure and test against and use over and over again.  It’s like flipping a switch to the “on” position for new business.

Website Landing Pages – Very similar to Direct Response Mail.  Written to get a response.  This requires expert skills that traditional copywriters don’t have clue about.

Junk Mail That Works –See Direct Response Marketing.  When it works, your clients will be calling you and no one will be calling it junk.  In fact, you’ll be calling it “Magic Mail.”

Your Biography – Make that ‘Bio,’ for short.  Allow me to make you look like a god in your field.  And none of that lipstick-on-a-pig nonsense.  You will definitely shine.

Press Releases –an excellent technique for getting free advertising.  These are written in an inverted pyramid style to make it easy on the news reporters and editors (for editing length.)  Journalists love these because they can use them as if they were hard news and they don’t have to do a thing.
 
Columns in Trade and Business Journals –See Press Releases

Annual Reports – I’m not sure anything can be done to make these interesting.  I’ll do it for the money, as an exercise in bringing life to the mundane.  You never know when good things can happen.

Headlines and Advertising –Headlines reign supreme!  These are the Grand Promises you make to your target market.  Remember those Madison Avenue type ad agencies?  They charge the big bucks to make up creative jingle lines that can seem very cool…but how much sense do they make if they don’t get the phone to ring with orders.  My headlines are all about “making the sale.”

Slogans and Mastheads –See Headlines.  By the way, one of the things I do that is extremely rare is to provide 10 headlines with your promotional piece for free.  One of them will work like magic.  The other nine will be merely captivating.

Speeches – I can make you look like a genius and everyone will understand you completely.  You will be a star and a master promoter.  Sorry, I can’t give it for you, too – you’re on your own there.

Presentations – Whatever you need to do, I’m there for you.  Let’s make it text only, though, OK?  Although I happen to be very visual, I don’t get into drawing and layout - I can line you up with a couple of excellent graphic designers for that part of the job.  You’ll be in good hands all the way around.

Coupons and Promotional Material – See Direct Response Marketing

Brochures –This is the easy stuff.  Your brochure will be “all about your client” instead of all about you.  It will be about the benefits of your product or service rather than the features.  The nature of the beast is that it will take a bit of consulting time between us to flesh out the good stuff.  It will be well worth it in the end, though – you’ll increase your response rate many times over.

Catalogs - Make them read like a novel.  These can be very time consuming so make sure you give me lots of lead time.

Editing and Proofreading – Always transformational.  You’ll have a piece that sells! 

Consulting and Coaching – May be even more valuable than the writing.  Could be life changing if not income changing.  I include a lot of this with my copy, just by talking with you.

So…Are you ready to get to work?

I started writing about 18 years ago.  At the time, I was a technical sales manager for an industrial adhesives manufacturer and my boss asked me to write technical reports in the form of case studies.  The idea was that the sales force would use these as third party stories in their presentations.

My reports may have been too well written – a lot of the guys called me to say they got a kick out of them and my stuff was the first thing they read.

My boss’s directives were going to the bottom of the stack and only got read when the sales guys got to them.  He and his overblown ego couldn’t take it.  He told me in no uncertain terms my reports were TOO entertaining when he passed me over for a raise.  I knew I was onto something good.

I quit that company and went back into commissioned selling.  I blew the rest of the sales force out of the water with a brand new product line and I’m sure it was due—in no small part—to the sales letters I wrote.  No one else had even thought of doing that.

Check this out.  I’ve worked with a wide variety of companies and associations over the years, either in sales and marketing or just simply writing copy.  Here are a few:

American Optical, Reichert Research Microscopes

American Optical, Specialty Optics

Pierce & Stevens Chemical

Bostik Adhesives

Henkel Corporation

F.E. Blaine Real Estate

Coldwell Banker Real Estate

Eastside Writers Association

TrendWest Vacation Properties

John L. Scott Real Estate

Success-Stream Sales & Marketing Solutions

Inside-Out Investing

I have a Bachelor's Degree in Chemistry from the University of Buffalo and have a strong understanding of the scientific aspects of technical products.  How many other scientists or engineers do you know who can write persuasive marketing copy?

For over 20 years I immersed myself in sales and marketing in general industrial.  This included a lot of business-to-business (B2B) activities.  I called on companies involved in product assembly, printing, optics, chemicals, adhesives, automotive, aerospace and quite a bit more.

For more than twelve additional years I’ve been involved in residential real estate and I even have a bit of sales experience in vacation time shares.

I've sat across the table from line workers, corporate executives, plant managers, assembly line supervisors, purchasing agents, technicians, engineers, PhDs, entrepreneurs and self-made millionaires.  I know what they’re looking for.

I understand their WIIFMD (What’s In It for Me, Dude?)  The common thread is that everyone – without exception – is looking out for themselves and that’s where top-notch marketing and copywriting comes in.

As you can see I’ve been around the block in sales and marketing.  Plus, I have a solid understanding of a wide variety of products and services, even some that are highly technical and scientific.