| The Single Most Important Skill You Can Learn | | | | John E. Kennedy is one of the greatest admen of |
| Copywriting, sales-copy, sales-letters, ad-copy call | | | | all time. He considered a good ad, "a rational, |
| it what you want, but "salesmanship in print" is in | | | | unadorned means for selling." He stated that True, |
| my humble opinion the single most important skill | | | | "Reason-Why" copy is logic, plus persuasion, plus |
| you can learn in your on-line quest for financial | | | | conviction, all woven into a certain simplicity of |
| freedom. | | | | thought - predigested for the average mind, so |
| Some marketers may say that building your list is | | | | that it is easier to understand than to |
| the single most important skill, but this point is | | | | misunderstand it." |
| undeniable...good copywriters can basically write | | | | OK, he got a little deep there, but that about |
| their own paychecks and great copywriters are | | | | sums it up in a nutshell! In other words, if you |
| usually gazillionaires! | | | | give a person enough good "reasons why" they |
| Did you totally comprehend that last statement? | | | | should buy from you in terms that they |
| Sit back for a few seconds and really absorb that | | | | understand, your conversion rates should go up. |
| statement. Do you realize that there are people | | | | Some other great admen to study, if you're a |
| that can write a few pages and make thousands | | | | newbie are: Albert Lasker (of the infamous Lord |
| of dollars...whenever and wherever they want to? | | | | and Thomas ad agency) Claude Hopkins, who |
| Imagine sitting on the beach with your wireless | | | | wrote Scientific Advertising, Eugene Schwartz, (his |
| laptop and making more money with one letter | | | | hard to find book, Breakthrough Advertising is a |
| than most people make in a single year! Don't | | | | must read) and John Caples just to name a few. |
| believe me? | | | | So, get your foundation from the all-time greats |
| Check this out. The going rate for hiring a | | | | and then couple that with the best in the business |
| top-notch, world-class, ad-writer to write a one to | | | | today. Folks like Gary Bencivenga, Joe Vitale, and |
| ten page sales-letter can be upwards of | | | | the late-great Gary Halbert come to mind. This is |
| $15,000.00 or more, depending of course on their | | | | because online writing today is slightly different |
| notoriety, conversion rates, click through and | | | | from writing that was mostly all print back in the |
| response rates and other factors. | | | | day. |
| That may seem like an astronomical amount of | | | | Then formulate your own writing philosophy |
| money, but when you consider the fact that | | | | based on a combination of both worlds, coupled |
| some marketers make millions of dollars from | | | | with your own experiences and personality. |
| these sales letters, then that number doesn't | | | | Once you've increased your writing skills, every |
| seem quite as large. | | | | aspect of your communications with your clients |
| The great thing is that effective writing can be | | | | and prospective customers will improve and thus |
| taught and learned. It's not necessarily an art. | | | | your conversion rates. And not only will your |
| Sure, there are some word-smiths that have | | | | conversion rates improve, just by polishing up |
| more of a natural "gift" than others, but most | | | | your writing skills you'll also naturally hone your |
| great writers aren't necessarily born great...they | | | | verbal communication skills and thus your |
| made themselves great. | | | | relationships in and outside of your business. |
| How do you make yourself a better "salesman in | | | | But remember, knowledge is nothing without |
| print"? Well, that term was coined somewhere in | | | | action! |
| the late 1800's, by the late, great John E. | | | | "When your desires are strong enough, you will |
| Kennedy. And that's where I suggest you start, | | | | appear to have super-human powers to achieve! |
| with the all time masters from "back in the day." | | | | |