b2b writing success member update · leads are the lifeblood of every business ... webinar i’ll...
TRANSCRIPT
APRIL 2014 WRITING COPY THAT GETS RESULTS
B2B Writing Success Member Update
April 2014 Member Update
Advanced Marketing Technique: The Internal Cliffhanger
Highlights from the GKIC Superconference
What’s New on the site & News to Know
Coming in April
Q & A
The Internal Cliffhanger
Highlighted in this week’s e-letter (Access the
podcast here) Also known as a pattern interrupt or open loop
Advanced marketing technique
The Internal Cliffhanger
Must have your core elements in place first Keeps the reader or listener engaged
Trigger is curiosity, people don’t like open loops
The Internal Cliffhanger
Simple example: At the end of this webinar I
have a free gift for you Next level: I’m going to give you my #1 secret
that made me $103,405 in just 4 hours but first …
Balance between curiosity and distraction
GKIC Superconference – Dave Dee
Persuasion is critical for both sales and content copy
3 Keys to being persuasive Stanislavski method – must meet people where they are
Objection magic – answer objections in your copy
Confidence anchor – emotional tie to good outcome
GKIC Superconference – Dan Kennedy
Leads are the lifeblood of every business
Multiple methods of lead generation
Most effective when you know the value of a customer
What’s the maximum I can afford to spend to acquire a customer?
Later in this webinar I’ll have info on four lead-gen resources specifically for B2B
GKIC Superconference – Dan Kennedy
10 Commandments of Copy
1. There will always be an offer
2. There will be a reason to respond now
3. Provide clear instructions on how to respond
4. You must track and measure response
5. Build the brand by selling, not buying
GKIC Superconference – Dan Kennedy
10 Commandments of Copy
6. Follow-up is mandatory
7. There must be strong sales copy
8. All media should look like mail order
9. Results rule
10. Be a tough-minded implementer
GKIC Superconference – Dan Kennedy
To Niche or Not to Niche?
“If anybody and everybody can be your customer, nobody wants to be.”
Specificity is more important now than ever
Replace sloppiness with a sharp and clear focus on WHO you are for
GKIC Superconference – Dan Kennedy
POSITIONING YOURSELF
Worst : One of many
Next: Convenient
Then: Better
Better: Different, unique
Best: Different, unique and “just right for me”
GKIC Superconference – Dan Kennedy
Put yourself in the position to prescribe rather than sell People want to be relieved of decision-making
People want to be told what to do
People seek authority figures
The more affluent they are, the more they rely on experts
People take confidence in diagnostic processes (site audits is one)
GKIC Superconference – Dan Kennedy
The power to prescribe 1. Attraction v Prospecting
2. Expert status and authority
3. Specialization
4. Diagnostic selling and customization
5. Sequential agreement
6. Invalidation of alternatives
7. Danger of delay, urgency
GKIC Superconference – Dan Kennedy
The BIG marketing mistake:
Asking everybody to take one big leap
• Build a better bridge
• Lead gen and nurturing
• Steve Slaunwhite’s article on the ETO technique
Lead-Gen Resources
Steve Slaunwhite’s new program Become a Lead-Gen Specialist: Earn Top Fees Writing B2B Emails, Landing Pages, and Ads That Sell
Steve did an interview on Lead-Gen that you can listen to here.
Bob Bly’s recent interview on Lead Generation
Bob Bly will be conducting a master class on lead generation at the B2B Copywriting Intensive in June
What’s New
Steve Slaunwhite’s article on how to wow clients by writing an expert article will help you establish authority
Brian Edmondson joined us to talk about email list building, an important prerequisite to online lead-gen.
B2B copywriter Julia Borgini has an excellent introduction to infographics and their role in B2B copywriting.
Special Interviews
Bob Bly — Secrets of B2B Lead Generation
Dianna Huff — Effective Small Business Websites Casey Hibbard — Case Studies that Compel and Sell Gordon Graham — Tap into the Growing Demand for
White Papers Casey Demchak — Key Message Copy Platforms and
Video Scripts
Steve Slaunwhite — Getting High-Quality B2B Clients
Coming Up
April 15th — Michael Katz will join us to talk about how email newsletters can boost your copywriting business two ways.
June 1-4, 2014 B2B Copywriting Intensive in Phoenix AZ — special price ends this Thursday, April 10th.
B2B Writing Success Reality Blogger
Submit a sample reality blog by April 30th 800 – 1200 words In a Word document
You should be an active B2B copywriter who is committed to growing your business
Willing to share your ups and downs and lessons learned
Will write a weekly blog
A Peek Ahead
April — Writing Copy that Gets Results May — Copywriting and Business Tools and
Apps to help you be more efficient
June — Getting Clients
July — The new SEO
Your B2B Community
Like the B2B Writing Success Facebook page
Join the B2B Copywriters Facebook group
Follow B2B Writing Success on Twitter
B2B Forum on Groupsite
B2B Intensive – plan to come!
Be Engaged
Submit your requests for content or live events
Submit your success stories
Write for us!
