Dance With Your Customers
Dance you say? No, I didn't say that. Joe Robson said it in his book, MYWS (Make Your Words Sell) released by Ken Evoy. And yes, Joe means it. He encourages us all to dance with our customers. Take the time to get the steps just right. To really get in sync. Learn to anticipate the next move, need, or question. It's a fascinating idea, one of many pictures Joe paints vividly throughout this remarkable work. Here's another.
Joe suggests collecting the headlines on your page into a separate file. Then study them. Do they collectively define the page? Do they do so in compelling fashion? Will each draw the reader into the content which follows it?
This is grand insight. Most visitors will stick around long enough to read your headline, but that's about it. Something like 80% click off without reading a word of content. But what action do the 20% who continue actually take?
They scan your headlines. Follow Joe's suggestions, and at some point your visitor will slow down enough to read a bit. And if there's a convenient link back to the top of the page, they'll take it. Then read with serious intent.
The above may suggest this work is a collection of secrets about writing great ad copy. If so, let me be clear. There are no secrets here. No grand theories upon which to choke. All is simple, practical, and straightforward. MYWS is strictly a how-to-do-it-right piece. Joe has the answers here, backed with 30 years of experience.
Further, Joe is an excellent writer. His work is super easy to follow. He tells it like it is. He says no more than is necessary. He leads the reader step by step through the basics so painlessly it seems only a delightful read.
As with any real pro, Joe makes it seem his thoughts just naturally flowed from his mind to paper. But it is not so. And Joe would be the first to admit it. Writing isn't easy for anyone. And editing and rewriting are the hardest tasks of all. Yet that's what it takes. Joe makes this point very clear under the heading of "Slash & Trash." There are lots of terrific ideas here. Great stuff that can improve the quality of anything you write.
Joe blew me away in the last third of the book. He asked me as a reader to join in. And together we . . .
1) Defined a hypothetical product.
2) Defined our "ideal" customer.
3) Developed 92 significant benefits.
4) Then produced an entire site.
Talk about wrapping with some snap. This hits like lightening. It's both a wonder and a wow. You are going to love it.
If you have been working at it a while, you already know that learning what is needed to build a successful online business is not an easy task. And learning how to write solid ad copy may be the most difficult task of all. But if you follow Joe's lead, you will accomplish your goal in the quickest and easiest way possible.
I read every single word in MYWS. I made 9 pages of notes. Over 20 pages were printed, things that clearly need more study. So armed, I know what steps need to be taken, and that they will lead to ever greater success. Just follow Joe's lead, and he will do the same for you.
For me, the great elegance of MYWS is in Joe's carefully crafted presentation. There's no preaching here. No teaching or prodding. Nothing of, "Hey, I'm right, so listen up." Quite the contrary.
Joe is persuasive, just as is good ad copy. He speaks to you as if he was standing beside you, as both of you examine an idea. At each step, he persuades you the suggested approach is best. He does so by showing you it's so.
He does not say, "Sell benefits, not features." Instead he shows you how to find the benefits. Once uncovered you are persuaded. That is, those who have not yet discovered the power in this approach, will see it in a glance. Joe will have persuaded you so completely, you will never again make the mistake of wasting your time trying to sell features.
There is a tendency in reviewing a great work like this to be overly enthusiastic about it. Be assured this work is everything suggested above and much more. Frankly, it is not possible to overstate the quality of this book. Or to overstate the positive impact it will have upon both you and your business.
As to flaws, there are none. It always lends credibility to a review to note a topic not covered well, or one overlooked. But I can't do so here, for I found nothing of the sort. I'll bet a buck against your dime, you won't be able to do so either!
Ken Evoy is pricing the book dynamically. Which means I can not say what you will have to pay for it. But I can say it is invaluable and thus worth far more than whatever price you pay.
My suggestion is to take the option to bid. Then place one a dollar above the lowest recent prices shown in the graph. You'll likely close a deal within a couple of days. At this writing, the price is ranging from about $13 to $25. But it has sold much higher than $25. Whatever you must pay, this book is a bargain.
Click here for Ken Evoy's presentation of this outstanding work.
SiteTipsAndTricks.SiteSell.Com/myws
Or just buy it!