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Inactive buyers – to purge or not to purge them

There are people who receive your promotional emails, and either ignore or refuse to take action. They are also known as inactive buyers. Should such dead weight be purged from your list? That was a question on one of the Facebook groups I’m on. I found the question interesting. It’s not an uncommon sentiment for people to wonder if they should only have buyers on their email list. The answer is it depends. Are the inactive buyers on your list freebie seekers, potential buyers, or lurkers?  Freebie seekers Freebie seekers …

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Is Your Copy Any Good? Here’s How To Be Sure

Every writer will, at some point, enter that awful moment of panic where we suddenly doubt that anything we have ever written was worth the paper it was written on. For some of us, that moment of panic occurs regularly, like my friend Jack who panics like clockwork at 3pm every day. For others, the feeling eludes us for years, only to cripple us momentarily at a distinctly inopportune moment.  Writing is a craft that’s so close to the essence of a writer’s being that it’s difficult to separate ourselves …

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How to write copy that converts by understanding the client’s state of mind

We don’t search and purchase services in a vacuum, neither do our customers. There is a whole mental process that takes place before you pick up that tablet and swipe on the Chrome icon. That’s the client’s state of mind. Understanding this state of mind will help you create copy that converts. When you can predict when, how, and why someone is searching for something, you can almost customize your copy to that person. It’s not enough to know who your customers are. It’s not enough to know what their …

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How To Repurpose Great Copy You Already Have

When you have a piece of copy that works really well, you shouldn’t just use it once and move on. No, friends; when you find the magical combination of words that make your sales go through the roof, you should slather them all over every piece of marketing material that you have. Don’t just start regurgitating, though – spread your golden words purposefully – intentionally – so that you can amass the greatest impact possible from your work. Want to know how? I’ll show you… The Example Let’s start by …

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The difference between features and benefits with examples

Telling customers what they are going to get is very easy.  Maybe it even makes us feel good when we realize what we’re doing for them. However, as long as we don’t make the difference between features and benefits clear, we are not going to sell. It’s really cool to tell a customer they’re going to get five videos or a comprehensive course. Unfortunately, we often forget to tell them why they should care.  We don’t distinguish between benefits and features. The difference is quite simple. Features are what the …