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"Your Home Business Coach Ezine" 
Published Tuesday & Thursday
Lena Sanchez - Editor
Click Here To Email Lena 
928-636-9425
Thursday  January 5, 2006

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This Ezine is available by subscription only. Your Home Business Coach does not make its list available to third parties. All subscribe and unsubscribe information can be found at the end of this issue. The Mission of this Ezine is to help you grow in business and in health! 

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=> IN THIS ISSUE!
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<> Editors' Remarks
<>Motivational Thought!
<> Spotlight of the Day
<> Paid Ads Week/Month
<> Business Tip
<> Advertising Links
<> Business Coach of the Day
<> Change Your Life Information

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EDITORS' REMARKS
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Greetings and thank you for being an optin subscriber. 

Two great experts are passing on important do's and don'ts of marketing and copywriting today. Be sure and glean what you need...

Obviously the jerk that is trying to kill my "Bible Guides" autoresponder is a subscriber... After my comments on him/her the numbers doubled in daily spamming to "Bible Guides". GET A LIFE! Rest assured it will not be killed by such rampant disregard for others. I just feel very sorry for those whose email he/she is submitting as it means they are receiving emails not requested by them... I black list each email as soon as possible but it means each one will receive at least two emails until that is effective... Luckily I can detect those that are legit and those that aren't or this would be a real nightmare for hundreds of unsuspecting people for weeks... The spam cops are looking for this person or persons and will at some point detect who he/she is and then I get revenge and they are off the Internet...

Do what you must to be successful as long as it's honest, something you enjoy and doesn't hurt anyone.
 
Lena


Reminder:

Don't Pass On Misinformation. to others. 
Get the real scoop first at http://hoaxbusters.ciac.org/HBHoaxCategories.html 

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MOTIVATIONAL THOUGHT
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"Deciding to commit yourself to long-term results rather than short term fixes is as important as any decision you'll make in your lifetime."
                      
~ Anthony Robbins, speaker and author

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PAID WEEK/MONTH SPOTLIGHTS
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Words To Avoid Using In Copywriting And Advertising
By Ray L. Edwards

I could still recall the days of writing telegrams. That was before the fax machine, internet and email. Writing a telegram meant economy of words and so obvious verbs and needless adjectives had to be omitted.
 
Today, with the advent of email and other cheap sources of communication you don't have to be that paranoid about your message-except you are writing an advertisement. When writing a classified ad for example, every word must count in the small space allowed and so word choice becomes very important.
 
But word choice is not only about being brief. 
 
Even when crafting a long sales letter you should try and avoid using the personal pronouns: "we, me, I, our, us". The sales message should be about your prospects and not about your company. The "we syndrome" is a common error but it can easily be avoided. A sales message should state upfront the benefit to the customer not parade how many awards the company has received in the past ten years. Whenever possible then the copy should be written in the third person.
 
There are some other words that are very common in advertising but are just too vague to have any force. Great copy is always specific. "How to make $3,567.23 from your home in 30 days!" has more force than "How to make money from home.? Here are some commonly used words that lack force because their meaning is too ethereal:
 
It - State what "it" is rather than leave "it" for the reader to figure out. This word can often be replaced by what "it" represents or stands in place of. 
 
Quality - This has a similar meaning to "personality". We often hear people say that someone has personality. But everyone has a personality whether good or bad. The same holds for quality. Every product or service has some quality which the customer will be the ultimate judge of.
 
Superlatives such as "tastiest, best, fastest, strongest, superior, minimize, optimize". The problem with these words is that they instill doubt in the readers because these claims appear unsubstantiated. These words lack power because they are not measurable. Take the word "superior" for example. What criterion or measurement was used to judge this product as superior and by how much?
 
Solutions - This word cannot stand on its own. If you are selling a product or service it is also obvious that you are selling the solution to a problem, so state what the solution is rather than just using the word. 
 
Technology - This word is commonly used to suggest innovation and newness. But customers have little concern about the technology that is behind the products they buy. They are only concerned about the benefit they derive from these products and services. How many drivers are really concerned about the technology that's under the hoods of the vehicle they drive? They are really only concerned that the vehicle is reliable and gives them some social status. 
 
Difference - Rather than stating that you are different from your competitors state the difference instead. Just saying "different" means little and is just filling space. The statement "We make all the difference" doesn't leave the prospect more educated than before reading your sales message.
 
Consider the following advertiser's blurb: 
 
"We make all the difference because of our superior quality and solutions we offer."
 
It's like junk food - a lot of flavor but zero nutritional value. This statement means little because it's not specific at all. It creates more questions than answers and leaves the reader totally confused. And this is the last thing you want to do to a customer.
 
Go to any website and you'll see statements such as "can save you time and money", (well how much?) "creates website in less time" (less than 2, 4, 100 hours?), "maximize your gas mileage" (by how much 1%, 5%, 40%?). All these statements will triple their effectiveness by using numbers (note that I gave a quantity, "triple").
 
The more specific your message is the more believable you will appear. Using a bunch of superlatives only makes you seem self-serving. Customers are immune to this type of hype and filters out these claims like a squirrel discards peanut shells. 
 
When making any comparison in your sales letter state the baseline, use numbers and give a time period whenever possible. In this way you don't have to use superlatives because the numbers will speak for themselves. If you follow this simple rule your sales conversion rate will increase by 4.7% within 29 days of putting this into effect.
 
Even though that last statement was hypothetical you can sense its power because specific numbers were used instead of just saying ?your sales will increase?.
 
I think it's time to review your sales message and sweep away the chaff words leaving the pure wheat behind. 
 
You'll be 9.9% happier that you did!

About The Author: Ray L. Edwards is a master copywriter, published author and Internet Marketing Consultant. His copywriting clients have claimed up to 1,600% increase in their conversion rates just from using his services. He is an expert in writing sales copy for the web. Find more hot selling tips at http://www.webcopy-writing.com

In Marketing You Need To Focus On The Benefits
By Peter Geisheker

In this marketing article I discuss the most important element of marketing - turning features into powerful benefits. If you want to increase sales, you must focus on the benefits of your product or service, not the features.
 
So what is a benefit compared to a feature?
 
A benefit explains how a product or service will help a person. If I buy this product, how will it make my life better? Will it save me money? Will it make me feel better about myself? Will it make my life easier? Benefits are very powerful sales tools because people buy products and services for an end result.
 
A feature explains a fact about what a product does such as a specification. For example, the new ZMX car has anti-lock brakes. That is a fact about the car - it has anti-lock brakes. The problem with only listing a feature is that a feature does not explain why it is helpful - how it benefits a person. Why would you want a car with anti-lock brakes? The answer to that question is the benefit. Anti-lock brakes are much safer because they keep your tires from locking up and skidding so you do not lose control of your car. Therefore, if you drive a car that has anti-lock brakes, you are less likely to be in an accident. The benefit is the positive end result. In your marketing, it is that positive end result that you want to focus on.
 
Here is another example. XYZ Car Company has developed a new car that gets 100 miles per gallon. The feature is that the car gets 100 miles per gallon. But what is the benefit? Why would a person want a car that gets 100 miles per gallon? The benefit is that you will save a fortune on buying fuel.
 
If you want to improve your marketing and increase sales, you absolutely must focus on the benefits of your product or service. Whenever you say what your product does (a feature), ask yourself, "how will that feature help my customer? What is the benefit of that feature?"


About The Author: Peter Geisheker is the President & CEO of The Geisheker Group, Inc., a marketing firm that specializes in developing strategic marketing programs for small and medium-size businesses. For more information, please visit http://www.geisheker.com or call 920-884-9041.