Archives at Zinester: publishedondemand issue 19. Publishedondemand.

Welcome:
Hello everyone, and a big welcome to all our new subscribers.
This ezine mainly focuses on informational products and
marketing. It is my intention to give you tips, ideas, product
reviews and articles by well respected people, who make their
living on-line. I hope you find the information both useful and
informative and that you are able to put them into practice. I
wish you all the success with your ventures and if there is
anything that you would like to discuss simply e-mail to:
"mailto:DEREK@darchibald.freeserve.co.uk"
and I'll be happy to help.

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Once you have sourced a suitable information product, you then
need to construct the marketing copy - i.e. the copy which is
going to help you to capture the contact details of your targeted
audience.

Let??™s now cover the rules and techniques that I apply when I
construct my copy. What you??™ll read about is very detailed but
once understood will become second nature to you.

Before we look at the fine details I want you to understand the
following because making money can only be achieved if you are
aware of these two points:

You must know how to make your offer so attractive that people
will be eager to send you their money, or to request further
details

That is what is going to enable you to climb the ladder of
success. That is what makes people wealthy in all business
enterprises. In other words, it's knowing how to use the
knowledge to gain maximum results.

These two laws are paramount to your success. Without their
application even the greatest opportunity will remain lifeless.
It would be like owning a very powerful computer, but it is to
all intents and purposes redundant if it is not been plugged in.

If you really want to be hugely successful in this business there
are a number of basic elements you should comprehend. I have
split these up into the 10 False Marketing Notions that people
have, and the 10 Marketing Errors that people make. Study them,
apply them, I will cover these over the coming issues so stay
tuned.

This first fallacy is not so much a marketing error as an
attitude problem. However, I think it needs to be addressed
before you go a step further. There is a fallacy about what is
needed to become successful.

Deep down many really believe that it is beyond them, that there
exists a great gulf between life's successes and the rest of
humanity. The reality is very different. There is very, very
little between the self-made millionaire and the man on the
poverty line.

The difference between winners and losers in any field is often
negligible. One horse may win by a nose, an athlete may win by
100ths of a second. Yet the rewards for winning, even by the
slenderest of margins, is enormous.

You'll always find that by doing/knowing just that little bit
extra, makes all the difference between mediocrity and
accomplishment. It is the tiny, almost imperceptible,
differences in input which is the mark of true division.

So don't worry, your life isn't going to have to go through a
dramatic change. In truth, it's just a matter of applying this
new found knowledge in an organised manner to affect the output.
Organisation helps us to get into a relaxed satisfied frame of
mind which, in turn, enables us to make better and clearer
decisions. If we are not organised we tend to lead confused,
bitty, frustrated lives. And if we carry this over into our
business, that??™s precisely what we??™ll get in business.

Of course, regardless of how organised you are, you will slip up
from time to time. You may think you know better and deviate from
the system in this programme. However, when you become aware of
it, put yourself back on the track by checking what you're doing
with the formula given in this programme.

Success is not a sometime thing, you have to constantly work the
system. In other words, you can't just follow this for a few
weeks, and then stop (or digress) for a few weeks, and expect the
flow of money to continue for ever.

It's like exercising, you can't just do it for a few weeks and
then hope that keeps you healthy for life. Without constant and
regular exercising your muscles would atrophy and your health
deteriorate.

You will make the occasional mistake, you will occasionally make
one of the marketing errors we'll point out, after all we are
only human. Our emotions sometimes get the better of us and we
rush something, or overlook some point. But don't let one slip-
up cause you to stop what was a successful campaign. Many
struggle because when they do slip up, they throw it all away.

It's much like people that try to give up smoking or go on a
diet. Many start with good intentions and perhaps do well for a
few weeks, but then they slip-up just once ... i.e. they have a
cigarette or overeat one day ... and that's it. They throw all
their good work, all their progress away because they consider
that they have failed, and so fall back into their bad habits.
Guard against this - if you make an error - get back on track by
applying this system.

This is a major mistake nearly everyone makes when they set out
on the road to what they hope will be a high quality lifestyle.
The preoccupation that they have to talk about themselves, their
company and/or their product is self-destructive. The golden
rule is:

By the way the word copy is just the term used to describe your
written sales message be it an advertisement, letter, report etc.
So much copy today talks about what, or who, the seller is and
what they are offering. It's the surest way to turn off your
prospects. They do not want to hear about what you've done, why
you did it etc, as far as they are concerned, it is totally
boring and irrelevant.

You need to discard any such thoughts if you are thinking of
writing your copy in such a manner. Because talking
predominately about yourself will not make you money. It is
talking about the buyers (prospects) which will make sales.
You'll often see letters or reports, for example, which start off
something like this:
" Dear Reader,

Allow me to tell you a little about ourselves. We are a
respected company in the information business that regularly
turns over ??5,000 per month. Our success has been largely based
on our integrity and professionalism coupled with our deep inside
knowledge of our product...."

Of course, most marketers are not trying to blow their own
trumpet. In such an example, they are simply trying to convey the
fact that they are a professional and trustworthy company. But
as right as that approach might seem, it doesn't work in
practice. People are simply not interested in YOU!

I know these people are trying to put up a friendly face to
prospects, but it simply will not get them anywhere. Naturally
it would be nice if it did, but as you are going to learn, you
must discard any preconceived notions about how the world should
be. To be successful you must:

You could have the perfect product and reach the ideal target
market for that product, but if your main focus is about the
product/seller, you simply will not make as many sales.
Everything must be focussed upon the prospect/buyer. In other
words, all the prospect is interested in is how you are going to
make his/her life easier/better. Nothing else matters at this
stage.

But surely you've got to talk about the product/service at some
point? Yes you do, but your marketing copy must clearly see your
product/service's benefits come shining through - never get this
confused with features. For example, let's suppose you were
selling a health product.
Rather than talk about how you developed this product or what
remote part of the planet you got it from and what the product
actually contains (which are all features), you need to tell the
prospect what this product is going to do for them - i.e. give
them more energy, vitality, make them feel more alive than they
ever have before etc.

Immediately your prospect reviews your advertisement, report or
letter he should see something that presses the right emotional
button. Something which will make him feel good, something that
he will benefit from.

If you follow this simple rule, you will succeed in reaching your
goals. It is the most important rule in business and one which
you must never try to work against. Actually, it's so
fundamental that it's strange the majority of advertisers fail to
mould their copy upon it. Yet it is interesting to note that all
the successful advertisers contain this vital ingredient.
From this one piece of information, even now you are probably
more capable of succeeding than 90% of other marketers. They'll
write some beautiful stuff and put their friendliest face across,
yet will be left scratching their heads wondering why it's not
happening.

In traditional marketing, you see really professional full
coloured brochures who's quality cannot be questioned, but they
have been out-pulled by a couple of sheets of A4 paper with black
text. The only difference is that one focuses on what the seller
THINKS the prospect wants to hear (i.e. corporate information,
solid company, stability etc). The other focuses on what the
seller KNOWS the prospect wants to hear (i.e. what's in it for
him/her). See what the person in the latter case fully realises
is that many people are basically:

It's just the way things are, it's nothing to be ashamed of.
After all, wouldn't you, for example, rather make the same amount
of money as you do now for working half the time. Wouldn't you
also rather make in a day what you make in a week. It's normal
human behaviour to have these desires.

It doesn't take much to work out that if you can address these
very basic desires (greed and laziness), you will be on a fast
track to wealth yourself.

(iv) Finally, you need to tie it all up by motivating an
immediate response. In other words, making it almost
irresistible for your prospect not to make an order

Meet the desires of your prospects and you cannot help but meet
your own desires - it's inevitable and as sure as night follows
day.

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In the case of good books, the point is not how many of them you
can get through, but rather how many get through to you. You
can??™t expect to hit the jackpot if you don??™t put a few nickels in
the machine.
Hope you enjoyed the read, be safe and successful.
Derek Archibald
Ebook Business Package
"http://www.publishondemand.org"