Thursday, May 19, 2005

How the Pros do It

My friend Kelley Robertson is a veteran retail consultant who has written one of the best Canadian books on selling: Stop, Ask, and Listen.

Next week he’s presenting a comprehensive fabulous one-day seminar in Toronto called Negotiating with Power & Confidence. It’s pretty pricey, but if you make your living selling, it’s worth it five times over. And you get your money back if you’re not satisfied!

But here’s why I mention it. I want you to follow the link below and read Kelley’s promo piece for the event. It is the most powerful piece of Internet marketing I have ever read.

I think Kelley has been reading up on the power copywriting principles of Internet gurus such as Corey Rudl. Everything is there: the multi-bullet-point benefits, the guarantee, the limited registration, the $497 in bonus gifts, the personalized action plan. This is powerful stuff.

Some might call it corny. And yes, there's a hucksterish feel to it. But you know what? That’s what it takes to get and hold people’s attention. You have to give them bold, confident copy and jolt after jolt of personal benefit – or they’ll be gone in a click.

This is how the pros do it, people!!! I feel a patriotic thrill knowing a Canadian entrepreneur did this.

Check it out at

(BTW: At this point many people ask, “I thought marketing copy was supposed to be short.” Actually, research shows that people will read long copy, if it's well written and compellingly targeted. That’s hard to do. My advice: keep your copy short – unless you take the time to properly and strategically craft a longer letter, as Kelley has done. Writing long is no substitute for writing well.)

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