The Hooyah of Copywriting

Dear Friends and subscribers,

As I sit here savoring my morning coffee, I reflect on my freedom and the price we as American's paid for this freedom. It's the day after Memorial Day so I guess my thoughts are in sync with the holiday.

Despite the fact that our country's leaders are for the most part a pack of lying, thieving crooks forcing our Nation into the ground is NOT the topic of this message. And by a large margin, America is still a great place to be and still the land of the free and brave!

I know this because yours truly has served in the US Military and I've been in third world countries where just having a dirt floor and couple handfuls of food is a luxury.

All of this rumination got me to thinking about various battle cries . . . for me Hooyah, the battle cry used by the US Navy, being on of them.

For you who may not know, a battle cry is a yell or chant taken up in battle, usually by the members of the same unit. It's a 'warming up' to get pumped up and ready to lay down some serious kick ass upon the enemy.

And by overstating your own Hooyah, sometimes gives you a serious competitive advantage and cause the enemy to flee or run for the hills, so to speak.

Now you may be thinking how in the world does this fit into copywriting? OK, fair question and I'll get to this in a sec or two.

Oftentimes I use the military analogy for all things marketing and copywriting. Your marketing assault or campaign should be well thought out and planned just like any military war campaign—only the outcome for your marketing assault should yield mucho dinero or leads, store traffic or whatever your desired outcome.

For now just start thinking enthusiastically about your marketing attack. Put a little “Hooyah” in your copywriting. In other words, put a little personality into your copy.

This I promise you: Your readers won't stand to be bored one minute while reading your message. They'll drop you like a hot potato and move one. Result: Lost sale.

We're all suffering from ADD these days and the fact even more advertising, messages and stimulus is hitting us in the face minute after minute makes it even more difficult to get though to your prospect.

Enter The Dragon

What? I dunno. This just seemed like a cool thing to write. And hopefully it leads you down through the rest of this article. Or maybe I should write enter the hooyah instead. Yeah, this is better. And you do know what's the best way to add some “hooyah” to your writing?

Simple! Don't bore your readers. Put a little zing in your copy. Put some personality in your writing for crying out loud. With just a little skull sweat you can easily make practically any topic, like deadly dull subjects like accounting interesting.

For example: Instead of writing the same old boring (typical) business letter much like this . . .

Dear Mr. Smith,

It has come to my attention that you're account has become inactive . . . blah, blah, blah.

You could try this:

Hi ya Tom,

I was sitting at my desk, going through some things, and had a sudden thought. So, I called out to my much suffering secretary . . .

“Hey Jill, what in the world happen to Tom?”

As far as we know Tom, you're alive and cooking. But we haven't heard from you in a while!

Hey, give me a call sometime and we'll do lunch or something.

See what I mean? The first example is boring. It's mechanical,impersonal and reads like a Microsoft on line knowledge base article. And it'll get trashed quicker than a New York minute.

We all tend to live lives of 'same old, same old.' So what if, you help break that same ol monotony? What if you are the one thing your prospect or clients are eager to hear from.

Do what my mentor John Carlton suggests . . .

“Here’s the answer: You need a “Starter Personality” at first. The more you write, the more comfortable you’ll get with using personality. You’ll begin to see that people really can like a guy like you, even if your hobby is collecting bottle caps and you haven’t changed your wardrobe or hairstyle since the late ‘70s.
Think about the advertising you see around you, year after year, that features some nutcase or big doughy-faced guy. The best example was the late Dave Thomas of Wendy’s hamburger joints. The ad agency constantly tried to edge him out of the campaigns, and each time they did the ads tanked. Sales spiked when Dave was put back in. Homely guy, monotone delivery, but very much like your favorite uncle. People identified with him, trusted him, and happily ate hamburgers he endorsed.”

So, get busy and work on your starter personality and see your response shoot to the top of the charts.

Hey, get in touch with your own personality. What makes you human? What's unique about YOU? Have you made every mistake possible and rose to the top of your field? We all have special qualities that make us unique, interesting human beings.

Warmly,

Emette E. Massey

P.S. Here’s Your Prize for showing up . . . Click Here to Get my FREE REPORT that show’s 9 remarkable ways to increase your sales and profits!

Why Use Direct Mail?

Dear Friend,

I don't have to tell you all about the choices you have to dump your hard earned money when it comes to 'getting the word out.' You have print options like your local daily newspaper, trade publications, newsletter dealing with your industry, electronic media like radio, major TV networks like ABC, NBC, and CBS, oodles of cable TV and of course the Internet and it's gamut of possibilities like Ad Words, SEO, article marketing and on and on. Of course I'm just scratching the surface here. The options are nearly endless.

So with all these advertising media possibilities why in the world would you spend money on direct mail? OK, that's a fair question and I'm going to clear it all up for you.

Direct mail is big, big business. More money is spent on direct mail than on magazine space, TV or radio. Of all these only local newspapers got a bigger piece of the advertising pie . . . to the tune of $$$$ billions.

What's more Jonathan Barnard, head of publications at ZenithOptimedia predicts direct mail spending will increase 3% to $50 billion. “At a time when advertisers cut heavily, direct mail was still relatively strong because there was a steady return on investment,” Barnard said. While the popularity of the Internet introduced new advertising models that disrupted print ads in periodicals, “that's not the case with the way mass marketers use direct mail,” Barnard, said.

This is especially useful to small business owners who must count every dollar spent on all marketing campaigns. Small businesses do have the deep pockets most large conglomerates have so they are looking for ways to generate the most “bang” for the buck.

Enter direct mail. Now when I say direct mail I not only mean literally using direct mail perse but also direct response type marketing.

Let's look at some of the advantages of using direct mail.

Rifle or Shotgun. Choose your weapon. Using direct mail is like having a rifle compared to TV, space advertising or radio . . . which is like using a shot gun. Try getting decent results with that approach! You waste a lot of bullets trying you reach the masses.

Direct mail, on the other hand, lets you precisely target your audience by whatever parameters you need. For example if you want to reach suburban white families who have 4 kids, have incomes of $65,000, drive a Tahoe, and eat Wheaties for breakfast . . . well you can probably find a list. Not to mention nearly any other geographic, financial, demographic or psycho-graphic parameters you're needing.

“Catalog Mall On Your Shelf.” Yup, that's what Denny Hatch calls it in his excellent book “Million Dollar Mailings.” And that's a brilliant way to describe the convenience that direct mail lends. You don't have to fight the traffic in or out of the malls when you shop. And you can find practically anything you want in one or more catalog. Just pick up the phone and call. Your order is on the way pronto.

Folks like getting direct mail. I know, I know. People bitch and whine about all the “junk mail” they receive. But on the other hand they basically like it. We all enjoy going to the mailbox and getting our catalogs, letters from Aunt Sally, and yes . . . all that interesting and unusual “junk mail” too. It makes us feel happy, important and sometimes even special.

Fly under the radar. Want to test a “secret” offer, promote a special cause or influence public opinion? Direct mail steps up to plate and hits a home run for you. No angry mobs or riots at your cause, no fiery speeches at the podium, no confrontation—at all. Direct mail allows you to fly past all of this. No other media offers should privacy. Your competitors will never know. Only you the sender and your reader knows about this special offer. Try working this using TV or imagine putting your offer out in public. It'd be a disaster!

Here's you golden opportunity. Small businesses and entrepreneurs earn millions by using direct mail. You can too. Personally I believe that direct mail offers the most economic way to reach and communicate with your clients and prospect. You do have to go about it the right way. You need to do your homework and learn how to properly use direct mail. If you will do this, the results will be great.

Warmly,

Emette Massey

P.S. Want more? . . . Click Here to Get my FREE REPORT that show’s 9 remarkable ways to increase your sales and profits!

This Anti-Writing Secret could make you a six figure writer . . .

Why should I "hog" all the fun . . . all the time. Today's guest contributor explains "the" secret to writing success. I found it especially helpful as a copywriter. So . . . without further ado . . . 

Here's Sean . . .

The Anti-Writing Secret I Learned on My Way to Becoming a Six-Figure Writer …

By Sean P. McCool

This is hard for me to write because I struggled with this truth for a long time … in fact, I still struggle with this.

Yet, this secret I'm about to share with you has done more to increase my income and help my writing than any other single activity I've tried.

Actually, I've come to believe writing is the least important part of making a lot of money as a writer.

Truth is, writing – great writing, anyway – is a byproduct.

The problem is, this anti-writing secret didn't seem like work a "writer" should be doing. It doesn't seem like something I should get paid for … and I don't – not directly anyway.

What's worse, I was raised with a jaundiced eye towards this anti-writing secret. I thought it was too hard. Other times, I thought it was only for pleasure. The truth, as usual, lies somewhere in the middle.

So what am I talking about?

Consider …

 … what Melissa Donavan, writer and owner of WriteItForward.com, says on this very subject:
"There are lots of things you can do to improve your writing. You can join a writing community, work on your grammar skills, and you can collect writing resources and useful writing tips and ideas. Put all these things in your writer's toolbox and you'll be in good shape. But it will all be for naught if you don't ever take the time to read." Here's another one …

According to NationalWritingProject.org:
"Writing and reading are closely related and, some would say, inseparable. Better writers tend to be better readers, and better readers produce better writing." Starting to see my revelation on what to be doing … daily … to improve your writing? To accelerate your way to the writer's life?

Let's try one more from a famous writer …

 … Stephen King – yes, 'scary books' Stephen King.

Here's what Stephen King had to say in his book On Writing …
"If you don't have time to read, you don't have the time (or the tools) to write. Simple as that … The real importance of reading is that it creates an ease and intimacy with the process of writing; one comes to the country of the writer with one's papers and identification pretty much in order. Constant reading will pull you into a place (a mind-set, if you like the phrase) where you can write eagerly and without self-consciousness.'' Now, this was a tough question I had to ask myself: If one of the world's most prolific writers says, "If you don't have time to read, you don't have the time (or the tools) to write," then shouldn't I at least consider this advice?

Of course … I had excuses …
"But I don't have time to read."
"I'm a slow reader."

Like I said, excuses.

Then I realized reading will actually create more time for me to write. Maybe you can apply some of the tough lessons I've learned about reading.

For instance …

The Magical Time-Expanding Properties of Reading Let's go back and take a second look at King's quote …

Specifically, the last sentence where he said, "Constant reading will pull you into a place (a mind-set, if you like the phrase) where you can write eagerly and without self-consciousness.''

This is why I redoubled my efforts to read more. Because I see a promise in this quote that is very alluring. If you've ever stared at a blinking cursor or a blank screen, I bet you picked up on this promise too.

The promise is that by reading, you can "write eagerly."

But there is – as we copywriters like to say – more!

He goes on to say you can write "without self-consciousness." In other words, you can write freely without the constant self-editing you might suffer from right now.

That's not to say editing won't be needed. It will be. But it's to say the first draft comes much, much more quickly for readers than for non-readers.

In short, because you read more, you write faster and with more confidence. And because you write faster and with more confidence, you'll not need as much time for either writing or editing.

Presto! Time expanded.

Now you may be wondering …

• "But what exactly do I read?"
  
• "How do I know what to read to get this magical gift of time expansion?"
  
• "What should I read first? Second? Third?"
  

What to Read and Why "In learning any art, the important things are, first, principles, and second, method." ~ James Webb Young, A Technique for Producing Ideas The answer to this question is something you ultimately need to figure out for yourself. However, I think I can get you started in the right direction by borrowing some ideas from my friends, mentors, and then a few of my personal discoveries.

So, if you are ready, then let's dive in!

1. Read finished products of whatever you are in the business of writing – If you write children's books, you should be reading a new children's book every day. If you write financial copy, read a new financial promotion every day. If you do SEO, read pages that are well designed and score well on SEO every day. Bottom line … read more of whatever it is you want to write – daily.
   

Why? There are many reasons, but let's stick with three:

• One, you need to know what's out there and know what your prospects or readers are reading.
  
• Two, you'll subconsciously begin to pick up styles and jargon for your industry.
  
• Three, you'll begin to develop what mystery writer James Patterson calls the "golden gut – an ability to sense what's going to appeal to a lot of people." You'll also begin to sense when and why things do not work.
  

The next two points are actually connected at the hip.

According to James Webb Young in his great little book A Technique For Producing Ideas,
"In advertising an idea results from a new combination of specific knowledge about products and people with general knowledge about life and events." I would also say this is true about any type of writing. And Stephen King agrees. In his book On Writing, he too mentions how new ideas are just two old ideas joined in a new way.

So what does this look like for you? How do you get these ideas to join in the first place?

There are, I believe, two more pieces to the puzzle …

1. Read deep in your subject area – You need to know your area well. I guarantee your prospects know it well. Think about whatever it is you are most interested in … if it's fishing, I bet you have 5–10 different books, CDs, and DVDs on fishing. You may have hundreds of lures, who knows how many poles, and you probably subscribe to at least three, if not four or five, magazines about fishing. Same is true if you love decorating … you have books, magazines, and the TV might as well only have one channel – HGTV. Same with food, chinchilla farming, and quilting.
   

What's true for you is also true for the audience you are writing for. You need to read deeply in your area. Not just technique stuff either. Think about whatever it is your prospect would be reading and read that.

But there is another place you should be reading …

1. Read wide and shallow outside of your subject area – You need to be reading things you don't normally read. This is probably the hardest thing to do, but it doesn't have to be. What you are really looking for here is what makes people tick.
   
   Here's a segment of a seminar famous copywriter Eugene Schwartz gave to Phillips Publishing in October of 1993 …
   "Now, I don't know how many of you read the National Enquirer every week. I don't know how many of you go to every film that makes over $100 million and see every one of them. You cannot lose touch with the people of this country, no matter how successful or how potent you are. If you don't spend at least two hours a week finding out where your market is today, you are finished! You will have a career of three blazing years and be finished."
   

Now, don't overdo it like I like to do; don't get bogged down in it, but do spend at least two hours a week staying in touch with the general psyche of America.

Here is what I like to be looking for when I read wide …

• What Fascinates – Scan through the life section of USA Today … you can do this online for free. Read through the titles of the New York Times Bestseller list. Or go online to the Amazon bestseller list. See what's been there a long time. Look at all the categories, not just the ones you like to read. What is it that these top 5 or 6 books have in common? Listen to the news Monday morning and find out what the top three grossing movies were for the weekend. How does that relate to, or counter, the news going on? Are people celebrating or escaping?
  

You see, you're not reading wide just for information. You're reading wide for insights about human nature and the human psyche. You're trying to figure out what's on your prospect's mind right now … and why.

Then, and only then, can you begin to relate your writing to your audience.

Next …

• What Dominates – Perhaps you've heard the advertising saying: "You can never be too rich, too thin, or too good looking." In many ways, this is what dominates the thoughts of many people. Sometimes directly, sometimes not so directly. The other big dominator is, unfortunately, worry.
  
• What Motivates – What are people rallying behind? What are they excited about? What is the herd doing and why? Every generation has different motivators. And every generation has different motivators at different times. Watch for clues in what you read. Look for trends. I think you'll be surprised by how few motivators there really are. They may be packaged differently, but there are only a few real motivators. Figure these out and you can move mountains with your writing.
  

So, now you know to read deep in your subject area … and you now know to read wide to uncover the nuances of human nature.

There are still a couple of more steps to really make reading pay off for you as a writer. A few steps that I believe can put you in the top 15% of all professional writers on an income-earned basis.

How to Put Your Deep and Wide Reading to Work for You as a Professional Writer … Earlier, I mentioned a book called A Technique for Producing Ideas by James Webb Young. In that book, he lays out 5 simple steps to creating and writing great new ideas.

Here they are in his own words …
First, the gathering of raw materials – both the materials of your immediate problem and the materials which come from a constant enrichment of your store of general knowledge.
Second, the working over of these materials in your mind.
Third, the incubating stage, where you let something beside the conscious mind do the work of synthesis.
Fourth, the actual birth of the idea – the 'Eureka! I have it!' stage.
Fifth, the final shaping and development of the idea to practical usefulness.

Only the 5th step of this process is actually writing … the rest is reading and thinking.

In his book, he goes into more detail on each step. Certainly worth reading, and at only 48 pages, you can read it over lunch.

Which brings us to …

Resources and Recommendations … First, a little proof about the resources and recommendations below from one of your fellow AWAI members and a coaching client of mine …
"All this reading is making a big difference. My content and thought life are getting richer and I'm feeling more like myself. What wonderful advice." ~ Cyndee Davis So, I'll give you the list I gave her …
On Writing by Stephen King – Just get it and read it. Send me thank-you letters later.
The Elements of Style by Strunk and White – This classic will help you tighten your writing and will reveal some very "a-ha" moments.
On Writing Well by William Zinnser – Another technique book, hard to explain, but worth the time to read.
A Technique for Producing Ideas by James Young Webb – Super easy to read. Worth reading a couple of times per year.
Influence by Robert Cialdini – This book was originally written to "expose" the advertising industry. Instead, it has become a classic read for most marketers. It is also great for any writer because it deals with human nature.

These books are all easy to find. The library is full of them … so are the thrift stores. You can get them on your iPad or Kindle too.

Those are five books to get you started. Read those along with a weekly perusal of The National Enquirer, a daily glance at USA Today, and daily readings in your chosen niche, and you will see a marked improvement in both the quality and speed of your writing.

Thanks for reading.

This article appears courtesy of American Writers & Artists Inc.’s (AWAI) The Golden Thread, a free newsletter that delivers original, no-nonsense advice on the best wealth careers, lifestyle careers and work-at-home careers available. For a complimentary subscription, visit http://www.awaionline.com/signup/.