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=============== Publisher's Note =============== Top 10 Tips for Getting Your Marketing Budget to Pay You Back Nowadays there aren't many companies or people who spend large sums of cash and expect to see absolutely nothing in return. But while expectations on achieving returns from marketing budgets are up, results typically disappoint those who don't transform their messaging around a call to action. So, hereunder are my top 10 tips to get recipients of your messaging to take a step closer to you and a sale, be it in B2B or B2C. 1. Give Your Target Audience a Name and Personality: Don't refer in the abstract and with demographical and behavioral patterns. Visualize the person and what he/she is thinking when seeing your copy. 2. Sell Yourself First: Do you believe your own copy? Do you believe anyone else's? Whose? And why? Why is their copy better than yours? 3. Ask Your Worst Enemy: Let your worst critic tear your copy apart. If they can't, you may really be onto something. 4. Take It One Step At a Time: Trying to cross-sell or upsell to quickly can sour the first and most important sale. Stay sensitive to what is too much to ask at once and what isn't. 5. Stay a Step Ahead of Your Customers: Try to figure out what they are going to want next, even before they know it for themselves. This brings delight and an understanding that you have thought through their needs already. This sensitivity speaks louder than any words. The proof is in the pudding. 6. Make It Hurt NOT to Take Action: Make your offer so good that your reader feels worse about not taking action than taking action and moving towards you and an eventual sale. 7. Ask For the Sale: Don't rush the sale and try to mature it before its time, but don't forget to ask for the sale a number of times in your copy. There are so many pieces of collateral online and offline where I find myself asking, "OK, OK, what do they want me to do?" 8. Don't Beat Around the Bush: Use action verbs and be confident in tone. This doesn't mean you should use hyperbole or bombast, though sometimes that too is called for. 9. Get Readers to Nod Their Heads "Yes" Repeatedly: This sounds dumb, but it is a secret tool of the very best copywriters. Set up a series of questions that readers can easily and willingly agree with. Then lead them down the equally convincing road to your product or service. 10. Be Authentic: Don't try to be something you're not. It shows through, and whether consciously or unconsciously, your readers will know this and be turned off. 11. Bonus Tip -- Get a Pro: Copywriting is like design -- everyone thinks they can do it. So they create "knock off" copy that comes across as a caricature of itself. If you have a substantial media budget, it obviously pays to get the messaging right. I know the best and brightest direct response copywriters in the business. If you have the budget, get in touch with me and I'll hook you up with an appropriate professional. LC Go Here For > More on Online Marketing Consultant Larry Chase
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