Copywriting Notes - “Psycho-Cybernetics” And Copywriting
By Kevin Francis | July 18, 2008
Most copywriting training focuses on what would be called the “craft”. How to write effective headlines, bullets and put together a convincing letter.
More advanced training goes into the psychology of selling and and crafting an effective strategy and campaign for a promotion.
Very little is ever said, however, about what might be termed the “Inner Game” of copywriting.
I’ve talked a little before about the inner mental toughness that every copywriter and independent business person needs.
But there are other aspects to the mental side of copywriting.
One of the most famous self-help and personal development books is “Psycho-Cybernetics” by Maxwell Maltz. If you haven’t read this book then, very simply, it’s about two things.
Firstly, the self-image that we all have of ourselves and how that impacts on our lives.
Secondly, how we can use “creative visualization” to help achieve the goals we desire.
Now, Maltz was by no means the first person to suggest that success is first created in the mind. After all, that’s part of the core message in books suchs a “Think And Grow Rich” and “The Science Of Getting Rich”.
However, Maltz developed the idea to make it a practical tool that pretty much anyone can use.
What’s this got to do with copywriting?
Well, I was fascinated when I came across an interview between Clayton Makepeace and Gary Bencivenga and “Psycho-Cybernetics” came up in the discussion. It turns out that both of them use creative visualization techniques. At the beginning of a project, they both take the time to go through a process where they review the project and visualize a successful outcome.
Interesting, huh?
And other big name marketers and copywriters are also fans of Dr Maltz and Psycho-Cybernetics. Dan Kennedy owned the rights to Maltz’s material for many years before he sold them to Matt Furey. Matt credits much of his success to the work of Dr Maltz and he has a number of programmes and newsletters to spread the word.
So, if these top copywriters and marketers use the techniques of Psycho-Cybernetics, you may want to take a look yourself.
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How Almost Any Copywriter Can Instantly Double Their Reading Speed
By Kevin Francis | July 16, 2008
As a copywriter, I read an enormous amount of material.
I’m going to take a wild guess and say that’s the case for most copywriters (and many business people as well).
Now, I have looked into ways to increase the speed at which I read. I’ve got books about speed reading (even “Speed Learning”). I love Tony Buzan’s material. I’ve even considered “Photo Reading”.
Because being able to read faster would be a huge benefit. The time savings would be enormous. And as a copywriter time really is money.
But for whatever reason, I’ve never done anything about it.
You may be in the same position.
Now, I’ve discovered how virtually anyone can easily double their reading speed instantly!
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Blogs For The “Hard Core” Copywriter
By Kevin Francis | July 15, 2008
Been meaning to mention a couple of excellent copywriting blogs.
Warning! These are for serious “Hard Core” copywriters only.
The first is Lawrence Bernstein’s “Info Marketing Blog”. Lawrence is the guy behind “The Ultimate Online Swipe File” (currently being updated, I believe). I’ve mentioned before his free “127 Winning Headlines” special report.
Lawrence is a veritable encyclopedia of knowledge about the direct response marketing business and he continually unearths little known but classic sales letters.
For example, one recent post contained a “Rare Direct Mail Ad For The Robert Collier Letter Book”.
Essential reading for anyone serious about direct response marketing.
The second is Ben Settle’s blog.
Why do I recommend his blog? Look, rather than me attempt to explain, just head on over there and have a look around for yourself. There’s a free 300+ page ebook (”The Copywriter’s Crib Sheet”) plus some really valuable posts on the art and craft of copywriting.
And if Peter Stone recommends someone, that’s good enough for me.
Talking about Peter Stone, his blog is definitely one for the hardcore copywriter. Unfortunately, Peter hasn’t been posting much lately (too busy with his many clients). However, the archives contain some real treasure for the serious copywriter.
(The link is in the “Blogroll” in the right hand column if you want to check it out.)
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Revealed! Secrets Of Copywriting For An Amazing New Market
By Kevin Francis | July 14, 2008
I’ve discovered an amazing new market for copywriters.
The potential is enormous.
No, I’m not trying to muscle in on Harlan Kilstein and the distressed real estate market.
I’m talking about the copy on breakfast cereal boxes.
Think about it. There must be millions of these out there on consumers tables.
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Copywriting Blogs - Recent Items Of Interest
By Kevin Francis | July 13, 2008
Quick roundup of recent posts of interest on some of the copywriting blogs I read…
Over at the Clayton Makepeace blog, the week started with Clayton laying into a direct mail piece he reckoned was the worst he’d ever seen (“You Only Think You Suck”). Entertaining discussion and a useful case study (you can actually download the piece in question).
Later in the week, the remarkably productive Tony Flores produced another special report (“The Value Sale: Are You Valuable Enough?”)
Ace copywriter John Carlton is back from his recent roadtrip and has a couple of new lengthy posts up. He also confirms my suspicion that the recent craze amongst some online marketers about “Twitter” is best avoided.
David Garfinkel has a worthwhile post up titled “Three Proven Ways To Get Your Business Moving Faster, Right Away”.
Finally, John Anghelache and Ryan Healy will be launching their new copywriting coaching programme this coming week.
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“Scientific Advertising In The 21st Century” - Part 6 “Psychology”
By Kevin Francis | July 12, 2008
Chapter 6 in “Scientific Advertising” by copywriting legend Claude Hopkins is all about “Psychology”…
“The competent advertising man must understand psychology. The more he knows about it the better. He must learn that certain effects lead to certain reactions, and use that knowledge to increase results and avoid mistakes.
Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring. You will never need to unlearn what you learn about them.”
The first point to make is that because human psychology is essentially unchanging, the lessons that Hopkins learnt in the late 19th and early 20th centuries are still relevant today.
In the rest of the chapter Hopkins discusses a number of aspects of human psychology that he noticed during the course of his work.
These are a collection of loosely linked cases, rather than any comprehensive study of human psychology. But they are extremely valuable, nonetheless.
Some of the points Hopkins makes…
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Copywriting Notes - What To Do When You Think You’re A Complete Idiot
By Kevin Francis | July 11, 2008
I confess.
There are times when I feel like a complete idiot. Times when I wonder if I really know what I’m doing.
They don’t last, of course (otherwise it would be highly unlikely that I’d be writing this post today!).
But for most copywriters (and entrepreneurs, as well) it’s something that comes with the territory.
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Marketing And How The Mega-Rich Get “Satisfaction”
By Kevin Francis | July 10, 2008
Noticed this in the local paper today…“Rolling Stones’ $7.2m Gig”.
“The Rolling Stones have been named the world’s highest-paid private performers.
The band, fronted by Sir Mick Jagger, command a staggering GBP 3.5 million (A$7.2million) per private performance a new book has revealed.”
The book in question is “Pop Babylon” by Imogen Edward-Jones.
Wonder if they do requests for that price?
Artists like Elton John and Rod Stewart go for a very reasonable GBP 1million in comparison. Pretty much any act is available for the right price.
What’s interesting to me about this is the glimpse into the world of the Mega-Rich and the market segment that’s loosely termed the “Affluent” (strictly, this relates to the “Ultra-Affluent” - personally I think “Mega-Rich” sounds better).
It’s a market segment that Dan Kennedy has been talking about for a number of years now. And my good mate copywriter Pete Godfrey has quietly been doing some work on this market in Australia.
The point is that there are a lot of very rich people out there (and a lot more simply rich people). They have money to spend and they are not reluctant about doing so. There is a big opportunity for smart marketers who can give them what they want.
Of course, what the Affluent want is not the same as the mass market. Status and exclusivity is a big part of what appeals to them. Dan Kennedy has an excellent book on the topic “No B.S. Marketing To The Affluent”.
Now, you may be thinking “What about the looming tough times and all the talk of recession (if not actually depression)?” Well, the point to keep in mind is that in tough times the Affluent are the least affected. The people who have to cut back on spending are those who weren’t really rich in the first place. Granted, a lot of those would have been buying “Affluent” products and services in the good times. But the truly Affluent are not going to be hit too badly.
Marketing to the Affluent is a huge topic. I’ll simply leave one copywriting tip and that’s the magic appeal of “Membership” and exclusivity when addressing this market. It works in many markets, of course, but this one in particular.
Back to where we came in. What better way to stand out from the crowd than by having your own private party with “The Greatest Rock And Roll Band In The World”? Sure beats having to slum it with the masses in some ghastly stadium or arena! It’s one way to get some “Satisfaction” - albeit at a hefty price.
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I Guess These Guys Never Read “Scientific Advertising”…
By Kevin Francis | July 9, 2008
Had to pop into the city today. At one of the main line stations (and presumably elsewhere) representatives of the local branch of Coca Cola were enthusiastically handing out free samples of “Coke Zero” (nicely chilled, I noticed, which showed some attention to detail) to every passer-by.
Let’s leave aside the issue that today was one of the coldest days of the year in Sydney (it’s mid-winter down here folks!) and that I for one was more inclined to opt for a Signature Hot Chocolate from Starbucks.
No, what struck me was that someone at Coca Cola Amatil clearly hadn’t read “Scientific Advertising” by the great Claude Hopkins (or if they had, they decided they know better).
Now, I’m writing a separate series of posts discussing the book (”Scientific Advertising In The 21st Century”) so I won’t go into too much detail here.
But chapter 13 deals with “Use Of Samples” and here’s just one of the points Hopkins makes…
“But we do not advocate samples given out promiscuously…The product is cheapened. It is not introduced in a favorable way.
Give samples to interested people only. Give them only to people who exhibit that interest by some effort. Give them only to people to whom you have told your story. First create an atmosphere of respect, a desire, an expectation.”
Look, Coca Cola can get away with this kind of stuff. But regular businesses can’t afford to throw money away for no return.
And I know this kind of advice goes against the idea that if you can get people to try your product then they are more likely to purchase. Well, that’s true provided you meet the conditions Hopkins sets out.
So yes, samples can be effective but use them wisely.
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Great Research Resources For Copywriters
By Kevin Francis | July 8, 2008
All the hoopla about the recent launch of “The Ultimate Desktop Copy Coach” prompted me to pull out my copy of “Two Hours To More Profitable Sales Copy” by Clayton Makepeace.
I have to confess that since buying this when it was launched at the end of 2007, the book has languished unread and gathering dust (along with a number of other books).
I could kick myself.
Because this book is an absolute gem.
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