The "Magic Question" to Ask Yourself When Writing to the

The "Magic Question" to Ask Yourself When Writing to the Benefits of your Readers. (No, it's not "what is in it for me?") By Nucha Aquino First of all, I don't believe in "Hypnotic Writing". Of course, it works. When you want people to buy something from you, you write this great hypnotic ad full of "magic words" like "YOU", "NOW", "Click", "Secrets", "Bonuses", "TIPS", etc.., you can get the prospects hypnotized and pull out their credit card to make the order. But have you ever thought what's next? OK, you could hypnotize people and get them buy what you are selling all the time. You can even sell the hypnotized customers something that would not do any good to them because those "Killer Ads" had made them "believe" that they "needed" it. You'd better remember one thing, hypnotized customers are not hypnotized forever. What happened when they return to their consciousness (or when the spell has been worn out)? They ask for REFUND. (Of course, refund option is one of the "Killer" tools used). Then, the unsatisfied ex-customers are going to think more than twice before buying something else from you, again, in the future. Actually I doubt if they are going to think about it at all! Thus, the BEST thing you should consider when writing your ad should not be to trick people to buy your product, but to tell people exactly how would this product be of any benefits to them. (What is in it for me?) This way your customers get what they had expected when they read your ad. This way your ads only attract people who will be benefited from what you have to offer. And this way, you get fewer refund requests. Fewer refund requessts = More satisfied customers. More satisfied customers = More returning customers. And as words spread around, you will get more referred customers too. So stop hypnotizing people and start writing to their benefits. How? I'll tell you something. Writer confused all the time between features and benefits. For example, let's have a look of our sponsor ad above. It is an on-line mall that you can open a credit and start buying things without a credit card or cash. If it said "Buy Now, Pay Later at...." I'd be like "so What?", "I have enough money to pay for anything I want to buy. I don't need to open a credit with you." And scroll down to the next section of the newsletter. The advertiser heard I said "so what?" so he answered with new message -- "Buy Now... Pay Later so that YOU can KEEP Your CASH ..." My reaction would still be "So what?... I have the cash, why would I want to keep them?" So, this ad copy ended up with "so that YOU CAN KEEP Your CASH and SAVE it for the REAL Emergency". The advertiser also put something about "economic crisis" and "holiday gifts". And that's when I started to think "Well, maybe I should keep my money where it is and visit this mall to see what they have that I can buy for my hubby's Christmas gift". When you say "Buy Now, Pay Later", not many readers will think as far as the "so that I can keep the cash" stuff. The "Pay Later" is your feature. You have to translate it into the readers' benefits, or you'll lose some customers only because they do not see why would they want to use your "Pay Later" service. So remember. Do not hypnotize. Look for the readers' benefits. And, not "features". If you are not sure whether anything is a feature or benefit, and would it be a "benefit" enough --just ask yourself "so what?". Answer the question and keep asking until you cannot ask anymore. That final answer is what you should put in your real "Killer Ad" copy. Try one more? "Buy one GET One" "So what? I want only ONE". "So you can give the other to your friend". "So what?" "So your friend thanks you for it. Hey, actually you can even sell it out and make money out of it" "So what?" "So you have extra money to spend, or invest in your business." "OK."

See what I am saying? --- I've got this "So What?" idea from this book "MYSS 2002". You can learn more about the book by visiting the web-site here >>> http://myss.sitesell.com/eLaguna.html If you don't feel like buying the book, just apply for a (free) affiliate. The affiliate manual is also a good traffic-builder manual. http://www.sitesell.com/eLaguna.html Take a FREE 5-day email course on Net Writing. Send blank email >> mailto:twmseLaguna@sitesell.net (case sensitive). ========^^========^^=========^^========^^========^^======== Nucha Aquino is the publisher of eLaguna Weekly Newsletter. Subscribe to her FREE Newsletter and GET eCommerce news, Tips & Tricks PLUS Free eBooks, and Free weekly Ads by sending a blank email to mailto:eLaguna-subscribe@topica.com Or visit her web-site http://www.eLaguna.net/freebies.htm . ===============================================

If You Really Want To Be Successful...Make A Difference!

If You Really Want To Be Successful...Make A Difference! (c) 2001 Donald Goss How would you like to be successful beyond your wildest dreams? You can be. It is a reachable goal. Have you been searching for the seemingly elusive success *secret* and can't seem to put your finger on it? Well, I am here to tell you that the answer is right under your nose. It is so obvious that you may have ov. . .