My 2¢ Worth

've been working on a new Web site, so not much to say today. Once I begin a new project I pursue it with a vengeance and everything else comes to a screeching halt.

n a more interesting note, this new site is searchable by location, meeting name, time or day of the week. And all this was accomplished without the use of a data base! I had to do it this way because the next person or persons to update the site will likely not have to knowledge required to maintain a data base. I had to make everything as simple as possible.

ne last thing to mention. We had a winner of last weeks contest. The winner is Chrissy who provided the correct answer of "dueling with their laser pointers." Chrissy has won herself a free ad in the ad box #2 position. That's a $10 value just for answering a simple question.

ill you be the next one to win? Answer this question: What is the Fourth Secret of Successful Copywriting? Submit you answer here.

Feature Article

5 Secrets of Successful Copywriting

by: David Garfinkel Killer Copy Tactics

Would you like your sales to go through the roof?

Of course you would. Who wouldn't?

I have found five secret "keys" that dramatically improve the money-making ability of just about ANY sales message.

This discovery came from writing hundreds of successful sales messages myself, and helping thousands of other people improve their own skills at writing successful advertising sales copy.

I've also found every time someone else gets better results from what I have taught them, my own life improves. With that in mind, here are the five secret "keys" for you to use and profit from:

SECRET 1: Focus your advertising sales copy on ACTION.

Begin by getting crystal-clear on the action you want your prospect to take. If it's to buy, then keep that in mind as you write. Also, write in an "action" frame of mind. That means use action words: walk, run, reach, touch, grab, pull, put in your pocket.

Here's another action secret. In your imagination, figure out how to move obstacles out of the way, so your prospect's clear path to action is unobstructed and easy to follow. And make it easy for your prospects to take the action you want them to take.

SECRET 2: Don't sell your product!

I know that sounds contrary to common sense. But I promise you will make far more sales if you visualize your product as a SOLUTION to your prospect's most pressing problem. or picture your product as the way to make the prospect's fondest DREAM come true. or even describe your product as the answer to becoming the PERSON the prospect most wants to be.

Examples:

• Solution to problem: "Tired of copy that doesn't close? With our system, you'll be writing killer copy every time!"
• Dream come true: "Here's how to create a Web site that makes money for you every single day!"
• Become the person: "How would you like to become one of the High Earners on the Web?"

SECRET 3: Provide proof of your promises.

Beginning copywriters need to face this fact, and experienced copywriters need to be reminded:

No one is going to believe a single word you write.

Until you provide proof, that is.

Types of proof that work include simple facts that back up your promise; testimonials showing how your product actually did for someone what you say it can do for the prospect; reasons why your product can do what you say it can do; case studies showing results; and a summary of your own track record, showing you know what you're talking about.

SECRET 4: Let your critics go wild.

Did you know that really good copy gets as many "thumbs down" as it gets "thumbs up?"

It's true. Here's why:

Really good copy spurs EMOTIONS in the people who read it. Some of those people - the ones who want what you have - will experience the emotions of desire and excitement.

But at the same time, other people - those who DON'T want what you're offering - may find that your provocative copy stirs feelings of distrust, discomfort, even outrage!

Don't worry about it! As long as your copy is legal and ethical, it doesn't matter whether everyone likes it or not. You don't need or want the approval of people who wouldn't buy from you anyway.

Remember: If you're making sales, those sales are the only compliments you should be looking for.

SECRET 5: Tell it like it is.

Notice: I didn't say WRITE it like it is. I said TELL it like it is!

What's the difference?

It's simple. I'm telling you to write copy the same way you would talk about what you're selling when your intention and confidence is high, and you're excited!

You can even record yourself making a live, spoken sales pitch; transcribe it; edit it; and use the transcript as some of your hottest sales copy.

You see, great advertising sales copy is nothing more than a red-hot sales presentation in written form. The more your copy reads like you're having a live, high-energy conversation with your prospect, the better your chances will be of long-lasting sales success!

**************

David Garfinkel is well known as "the world's greatest copywriting coach." He has written sales letters, ads and Web sites that have brought in millions of dollars, and, just as important, he has helped thousands of other people learn to do the same for themselves. David is author of Killer Copy Tactics and Advertising Headlines That Make You Rich. Go to www.killercopytactics.com now!

Easy Image Rollover

Think mouse-overs are tough? Think again ... here's a totally easy way to change an image when the user hovers over it. The following code will require you to have two images, one that appears on page load, and one that appears when users hover or roll over the first image with their mouse. Finally, we also specify a return to our original image when the user mouses back out. customize the fields in red with your own links and images.

Step 1. Make a Link:

<a href="page1.html" onMouseOver="imagename.src='pic-2.gif'" onMouseOut="imagename.src='pic.gif'">

onMouseOut tells the browser that when the mouse is NOT over image imagename, then display pic.gif, which is the original image. If this piece is not there, you will get an error message.

Step 2. Add the Image:

<img src="pic.gif" name="imagename" border=0></a>. The NAME attribute is important - as the Javascript uses it.

You have now completed your image rollover. Pretty easy, huh?

NOTE: If you do not want the image to be clickable, remove "page1.html" and replace it with a "#" sign.

* Get these syndicated tip feeds for yourweb site, free. *

Second Article

Web Sites That Don't Work!

by: j l Scott, Phd iCop

Not making the money you'd like to with your web site? This might be a good time of year to look it over carefully. We're looking at 6 good months for sales - but will you get them?

Not only are the following god-awful irritating - these situations will NEVER get MY money. And probably won't get much of it from other people either.

For Instance ...

Don't ask me to "sign in" in order to take a look. You want a user name and password before I even buy or join anything? WHY? I'm not going to do it. I'm GONE.

friend told me not long ago that he couldn't seem to access a site properly. He sent an email asking for a solution. The reply? He was to open his browser options and make changes! WHAT? He had to set his options in a certain way just for this site? I don't think so! I'd pass. I'm GONE.

Then, we have the sites with code that won't allow Netscape to pick up anything other than the top graphic. Now, since I know that over one third of iCop visitors use Netscape - how smart is that? One site owner even told me, "Oh, well you must have an older version of Netscape." NOT. And even if I did - WHY would that site owner not make sure the site works in ALL versions? Guess they don't want the business. I'm GONE.

Flash presentations. Forget them. Unless, of course, you're more interested in showing off your artistic abilities than in selling product. I NEVER wait for a flash presentation to load. Same thing for a page taking 10 minutes to load over- blown graphics. I'm GONE.

And of course, the mis-spelled or mis-used words will turn me off immediately. People who don't have sense enough to have their sites proof-read aren't the people I want to do business with. An editor is called for on ALL web sites! You'd NEVER get a book or article published off-line without an editor proof-reading, and maybe editing, it. Apparently, a lot of people don't even KNOW they are mis-using words. I'm GONE!

Bottom line ... Don't tell me what I have to do to have the privilege of viewing your web site. Don't tell me I have to set a browser a particular way - use a particular browser - sign in - wait for your S-L-O-W flash show - or HUGE graphics to load - or, overlook your mistakes. I WON'T.

*You* make your web site fit whatever browser *I* want to use - set however *I* want it set - and don't waste my time. I AM the visitor. Do it *my* way - or *you* lose! Why? 'Cause, I might have been your customer, but I'm GONE!

**************

dr. jl scott is the Founder of the International Council of Online Professionals (iCop™) - and also the publisher of the Internet Marketing Trade Journal™ - the ezine that keeps you up to date on Internet marketing coming of age. Click Here for your subscription.

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