Proven Checklist of Becoming an Effective Copywriter

Price: $19   TABLE OF CONTENTS   Breaking Into Your Prospect’s E-mail “Inner Circle” ...................... 2 Write, Design, and Publish Your Own Free E-zine ...................... 4 How to Write Subject Lines That Get Your E-mail Opened and Read ...................... 7 The 3 Most Important Things I’ve Learned About Writing E-Mail Marketing Copy ...................... 10 5 Ways to Capture E-mail Addresses of Landing Page Visitors ...................... 13 15 Tips for Writing Internet Direct Mail That Works ...................... 17 12 More Tips For Writing Internet Direct Mail That Works ...................... 20 What Works Best in E-Mail Marketing: Long Copy or Short Copy? ...................... 23 What's Working in E-Mail Marketing? ...................... 28 10 Steps to Online Marketing Success ...................... 31 Which B2B Medium is Right for You? ...................... 34 Five Good Sources for E-Newsletter Article Ideas ...................... 37 Price: $12   TABLE OF CONTENTS   Choosing Your Niche ...................................................................... 2 How to Finf Your Niche in Life ........................................................ 3 Completing Your Audit ...................................................................... 11 One Business Stream Versus Multiple Streams ................................... 12 The Decision Process ..................................................................... 13 Choosing the Niche ...................................................................... 15 Researching Your Niche .............................................................. 16 Keyword Search ........................................................................... 18 Price: $19   TABLE OF CONTENTS   Introduction: Content Marketing in the 21st Century .......................................... 1 Transcript from the White Paper Success Summit 2009 .......................................... 4 10 Steps to a Successful Content Marketing Campaign .......................................... 17 MARKETINGWITHCONTENT: UsingFreeInformationtoSellBusiness-to-Business Products and Services to Engineers, Programmers and Other Techies ................................... 28 Appendix A: Content Marketing Summit Presentation Slides ................................... 43 About the Author ................................... 56 Price: $19   TABLE OF CONTENTS   Why Consumers Buy ...................................................................... 1 Needs vs. Wants ........................................................ 2 Give the Customer What He Wants ...................................................................... 2 Understand What Consumers Really Want ................................... 6 Is Business-To-Business Advertising Different? ..................................................................... 10 Corporate vs. Entrepreneurial Advertising ...................................................................... 14 The 7 Key Differences Between Business-to-Business and Consumer Marketing .............................................................. 17 Reach Your Prospects on a Deeper Level ........................................................................... 23 Are Customer Surveys a Waste of Time? ........................................................................... 26 Improve Copywriting with “Experienced-based Empathy” ........................................................................... 29 About the Author ........................................................................... 32 Price: $15   TABLE OF CONTENTS   The Motivating Sequence ...................................................... 2 10 Rules for Writing Landing Pages That Sell ........................................ 5 Name-squeeze Pages .............................................................. 7 The Agora Model ........ 8 7 Ways to Increase Online Conversions ..................... 9 Double or Triple Your Landing Page Conversion Rates with Taguchi Testing .............................................. 11 5 Ways to Capture E-mail Addresses of Landing Page Visitors .............................. 14 Autoresponders ........................................................... 18 Selling Newsletters with Online Conversion ............................. 19 Price: $29   TABLE OF CONTENTS   When Writing Your Catalog Copy, Keep in Mind These Six Reasons Why Business Customers Buy From Catalogs ...................................................... 3 A Good Catalog Tells and Sells With Copy Basics ........................................ 6 10 Ways to Organize Your Catalog .............................................................. 9 Tricks of the Trade: 5 Ways to Make Your Catalog Pull More Orders ........ 11 Tricks of the Trade: 5 More Sales Boosters For Your Catalog ..................... 13 How To Prepare To Write Your Catalog Copy .............................................. 15 How To Write Catalog Copy and Avoid “Writer’s Block”.............................. 17 How To Write Effective Catalog Copy ........................................................... 19 In Catalog Copywriting, the Selling Starts On the Cover ............................. 21 Start Selling on Your Catalog Cover: Three More Ways to Generate Sales 23 How To Select the Right Writer for Your Catalog ........................................ 24 Where Will You Get Your Next Idea? It’s In Your Mailbox ......................... 26 How To Determine Your Proper Copy “Tone”............................................... 28 Should Catalog Copy Tell the Truth?.............................................................. 30 It Pays To Become a Student of Marketing .................................................. 33 Use “Different Guidelines” For Insert Copy ................................................. 36 Guidelines For “Insert” Copy: How To Handle the Competition ................. 37 Advertising in Industrial Directories Pays Off .............................................. 39 Use These Special Techniques To Write Your Space Ad For Industrial Directories .................................................................................................... 40 Freelance Or In-House Copy: How To Decide ............................................. 42 Price: $29     Section 1 Ten Ways to Improve Your Technical Writing ............................ 3 Section 2 Why Engineers (and Many Other Business People)Can’t Write 9 Section 3 How to Write Business Letters That Get Results ........................ 19 Section 4 Improving Your Technical Writing Skills ..................................... 25 Section 5 The Key to Great Inquiry Fulfillment ........................................... 29 Section 6 On Target Advertising .................................................................. 36 Section 7 How to Write a Good Advertisement ........................................... 45 Section 8 7 Ways to Create Business Publication Advertising That Gets Results ........................................................................................................... 49 Section 9 How to Write More Effective Product Brochures ........................ 52 Price: $29     Section 1 How to Prepare for a Copywriting Assignment .......................... 3 Section 2 The Fundamentals of Persuasive Writing ................................... 6 Section 3 Features before Benefits ............................................................. 23 Section 4 How to Write a Good Advertisement .......................................... 28 Section 5 The Magic of False Logic.............................................................. 35 Section 6 How to Write Subject Lines That Get Your E-mail Opened and Read .............................................................................................................. 38 Section 7 Reach Your Prospects on a Deeper Level: The BFD Formula for Uncovering Your Customer’s Core Buying Complex ............................. 40 Section 8 Tips on Using Testimonials .......................................................... 44 Section 9 Does Long Copy Work Better Than Short Copy? ....................... 50 Section 10 Is There Too Much Hype in Direct Marketing Copy Today? .... 53 Price: $29     Section 1 10 Steps to Online Marketing Success ....................................... 3 Section 2 Breaking into Your Prospect’s E-mail “Inner Circle” ................. 6 Section 3 Write, Design, and Publish Your Own Free E-zine ..................... 9 Section 4 8 Affordable Ways to Drive Traffic to Your Web Site ................ 12 Section 5 How to Build Your E-zine Subscriber List Rapidly and Inexpensively Using “Safelists” .............................................. 15 Section 6 How to Help Search Engines Find Your Site ............................... 18 Section 7 What Works Best in E-Mail Marketing:Long or Short Copy? ...... 21 Section 8 Selling Newsletters with Online Conversion .............................. 27 Section 9 15 Tips for Writing Internet Direct Mail That Works ................. 33 Section 10 12 More Tips for Writing Internet Direct Mail That Works ...... 36 Section 11 Traditional vs. “Guerilla” Online Marketing .............................. 39 Section 12 Web Sites Must Meet Marketing Objectives and Many Don’t ... 42 Price: $29     Section 1 10 Steps to Successful Software Direct Mail ............................ 3 Section 2 Stalking the Perfect High-Tech Sales Brochure ........................ 12 Section 3 Selling Technology to Senior Management, End Users, and Other Nontechies ................................................................................. 24 Section 4 Promote the Heck Out of High-Tech Products .......................... 27 Section 5 Taking the Mystery Out of High-Tech Direct Mail ..................... 29 Section 6 How to Sell Software by Mail ..................................................... 39 Section 7 20 Secrets of Selling Software in Print ..................................... 43 Section 8 Six Things I Know for Sure About Marketing to Engineers ....... 45 Section 9 Ten Tips for Better User Manuals .............................................. 49 Price: $29     Section 1 How to Write Subject Lines That Get Your E-mail Opened and Read .............................................................................................................. 3 Section 2 How to Build Your E-zine Subscriber List Rapidly and Inexpensively Using “Safelists” ................................................................. 5 Section 3 Reach Your Prospects on a Deeper Level:The BFD Formula for Uncovering Your Customer’s Core Buying Complex................................... 8 Section 4 Breaking into Your Prospect’s E-mail “Inner Circle” ................ 12 Section 5 Persuasion Secrets of the Top Marketing Pros .......................... 14 Section 6 Does the Printed Word Matter in the Internet Age? .................. 17 Section 7 How to Help Search Engines Find Your Site .............................. 21 Section 8 10 Steps to Online Marketing Success ...................................... 24 Section 9 The Magic of False Logic ............................................................. 27 Section 10 Traditional vs. “Guerilla” Online Marketing ............................ 29 Section 11 Reality in Advertising ............................................................... 32 Section 12 9 Strategies for Improving Your Outer Envelope ................... 36 Section 13 Write, Design, and Publish Your Own Free E-zine ................. 40 Section 14 10 Marketing Books Actually Worth Reading .......................... 43 Price: $29     Section 1 What Makes Business-to-Business Marketing Different than Consumer?..................................................................................................... 3 Section 2 6 More Ways Business-to-Business Marketing is Different than Consumer Marketing............................................................................. 5 Section 3 Business Buyers are Looking for Personal Benefits ................... 8 Section 4 23 Tips for Creating Business-to-Business Mailings That Work 12 SSection 5 Estimating Response to Business-to-Business Direct Mail ...... 17 Section 6 50 Lead-Generating Tips ............................................................. 20 Section 7 Six Things I Know for Sure About Marketing to Engineers ........ 24 Section 8 10 Tips for Writing More Effective Industrial Copy .................... 28 Section 9 How to Write More Effective Product Brochures ........................ 35 Section 10 Can’t Find Good Newsletter Items? Here are 29 Good Places to Look .............................................................................................. 41 Section 11 Ten Ways to Stretch Your Advertising Budget ......................... 44 Price: $29     Section 1 Avoid These 5 Common Mistakesin Newsletter Subscription Marketing ...................................................................................................... 3 Section 2 What Premiums Work Best in NewsletterSubscription Marketing? .................................................................................................... 6 Section 3 6 Common Reasons Why Newsletters Fail ................................. 10 Section 4 Making Your Offer Make Sense ................................................... 14 Section 5 How to Overcome Price Resistance When Selling High Priced Information Products ................................................................................... 17 Section 6 10 Tips for Increasing Response to Direct Mail Packages Selling Directories ........................................................................................ 21 Section 7 Enhancing Your Credibility with Your Subscribers .................... 23 Section 8 Deciding What to Insert with the Sales Letter in Your DM Package ........................................................................................................ 25 Section 9 5 Profitable Advance–Renewal Approaches .............................. 26 Section 10 Make Your Newsletter the One They Can’t Live Without ........ 28 Section 11 How to Sell Information in the “Information Age” .................. 32 Section 12 Subscription Premiums – What’s Working and What’s Not .... 36 Price: $29     Section 1 Maybe You Should Write a Book ................................................ 3 Section 2 Finding a Good Idea for Your Book ............................................ 9 Section 3 The Bulletproof Book Proposal ................................................... 10 Section 4 Using Positioning to Sell Your Book ........................................... 29 Section 5 What to Do When Your Book Goes Out of Print ......................... 32 Section 6 Make $10,000 a month Selling E-books .................................... 43 Section 7 Write, Design, and Publish Your Own E-Zine ............................. 46   Price: $29     Section 1 Improving Your Listening Skills ................................................. 3 Section 2 Improving Your Interpersonal Skills.......................................... 8 Section 3 10 Ways to Get More Done in Less Time ................................... 13 Section 4 How to Give a Successful Presentation ..................................... 19 Section 5 The Case Against PowerPoint .................................................... 22 Section 6 Practical Techniques for Producing Profitable Ideas ................ 25 Section 7 8 Ways to Improve your Managerial Skills ............................... 31 Section 8 Improving Your Telephone Skills ............................................... 37 Section 9 Improving Your Reading Efficiency and Skills ........................... 42 Section 10 How to Improve Your Negotiating Skills ................................. 45 Section 11 Ten Ways to Reduce Stress on the Job ................................... 50   Price: $29     Section 1 Getting Feature Stories Published in Trade Journals ................. 3 Section 2 Use Smart PR to Unearth Prospects ........................................... 14 Section 3 Can’t Find Good Newsletter Items? Here are 29 Good Places to Look ........................................................................................................... 17 Section 4 Tips on Using Testimonials .......................................................... 20 Section 5 How to Give a Successful Presentation ...................................... 26 Section 6 The Bulletproof Book Proposal .................................................... 29 Section 7 Finding a Good Idea for Your Book ............................................. 40 Section 8 How to Write Business Letters That Get Results ........................ 50   Price: $29     The Silver Rule of Marketing ....................................................................... 3 31-derfully Simple Ways To Make Your Ads Generate More Inquiries .... 6 Yours Free: 4 Steps to Selecting a Winning Premium .............................. 9 The Motivating Sequence ............................................................................ 12 50 Lead-Generating Tips ............................................................................. 16 What My Dad Taught Me About Yellow Pages Advertising ........................ 20 10 Ways to Improve Your Trade Show Direct Mail .................................... 23 The Key to Great Inquiry Fulfillment .......................................................... 29 Increase You Flow of Sales Leads with a "Bait Piece" .............................. 36 The Power of FREE ....................................................................................... 38 Visibility From PR is Nice, But Orders Are Better ....................................... 41 The Takeaway Close .................................................................................... 44 Estimating Response to Business-to-Business Direct Mail ....................... 47 5 Ways to Capture E-mail Addresses of Landing Page Visitors ................ 51   Price: $29     The Easiest Way Ever to Convince Skeptical Buyers to Do Business With You.............................................................................. 1 Increase Your Flow of Sales Leads With a "BAIT PIECE" ........................ 3 Mailing The Same Piece Twice: Should You or Shouldn't You? ............... 6 "OFFER MAGIC": How to Increase Response Up to 1,000% – Just by Changing Your Offer! ..................................................................... 9 The Second-Most Powerful Word in Direct Marketing: The Magic of a Dollar ................................................................................... 11 Three Things You Must Know About Mailing Lists Before You Do Direct Mail ........................................................................... 15 The Most Amazing Fact About Fundraising Can Help Make Any Direct Mail Promotion More Successful – Including Yours! ..................... 18 The 4 Levels of Marketing Competence ..................................................... 20 Show Your Warts: An Honest Way To Make a Buck ................................. 22 What My Dad Taught Me About Yellow Pages Advertising ....................... 25 How To Dramatically Increase Your E-mail Marketing Revenues by Becoming Part of Your Prospect's "E-MAIL INNER CIRCLE" ................... 27 Creating a Powerful, Memorable "UNIQUE SELLING PROPOSITION" .... 32 The 4 Levels of Features and Benefits ...................................................... 35 Avoid The Market Research Trap ............................................................... 39 What F. Scott Fitzgerald Can Teach You About Getting Free Publicity by Being Argumentative ....................................... 41 Mad? Well, FU! ............................................................................................ 44 The Silver Rule of Marketing ..................................................................... 47   Price: $29     Section 1: Avoid This Common Mistake When Creating Your Guarantee.................................................................................................... 1 Section 2: Why Spend Money Advertising? Just Give it to Your Customers Instead ..................................................................................... 3 Section 3: Overcoming "Sticker Shock" When Selling High-Priced Products ..................................................................................................... 6 Section 4: When You Want Customers to Buy, Tell Them They Can't ...... 9 Section 5: Close More Sales by Quoting a Price Your Buyer Can Afford.... 11 Section 6: The Power of FREE...................................................................... 15 Section 7: How to Attract New Business Like a Magnet............................ 18 Section 8: How to Determine Whether Your Business Idea Will Fly........ 20 Section 9: What Donald Trump Can Teach You About Direct Marketing..... 22 Section 10: In Marketing, Flattery Will Get You Everywhere – As Long As It’s Sincere .............................................................................................. 25 Section 11: A Low-Tech Marketing Secret for Home-Based Entrepreneurs: Have a Separate Phone Line for Your Business Your Prospect's "E-MAIL INNER CIRCLE" ............................................................ 28 Section 12: The Awful Truth About Business Cardsl, Memorable "UNIQUE SELLING PROPOSITION" .......................................................................... 31 Section 13: Marketing Secrets from the Grave......................................... 35 Section 14: Mad? Well, FU!arch Trap ......................................................... 39 Section 15: Marketing with a Personal Touch............................................ 41 Section 16: 5 Ways to Command Premium Prices for Your Products or Services........................................................................................................ 44 Section 17: Want to Succeed in Business? Think Small! of Marketing ..... 47   Price: $29     Section 1: What Bear Hunting and the Daily News Can Teach You About Writing More Honest Copy............................................................... 2 Section 2: Must-Have vs. Nice-to-Have ..................................................... 5 Section 3: Competition? What Competition? ............................................. 8 Section 4: What’s Wrong With Direct Marketing Today? .......................... 10 Section 5: What Harry Potter Can Teach You About Writing Great Copy. 14 Section 6: Writing Great Copy: Where Do You Start? ............................... 17 Section 7: Improve Copywriting with “Experience-Based Empathy”....... 21 Section 8: In Copywriting, a Lot of Knowledge is a Dangerous Thing...... 25 Section 9: Selling the “Non-Obvious Benefit” ........................................... 28 Section 10: The Psychology of Pricing ....................................................... 31 Section 11: How to Lie with Statistics ....................................................... 35 Section 12: Are White Papers Dead? ......................................................... 37 Section 13: The More You Learn, the More You Earn ............................... 41 Section 14: The Most Important Part of Marketing................................... 44 Section 15: The Trouble with Cold Calling ................................................ 48 Section 16: Don’t Fall Into This Marketing Trap ....................................... 51 About the Author ......................................................................................... 54   Price: $29     Section 1: The Most Common Online Marketing Mistake—and One Easy Way to Fix It ................................................................................................ 3 Section 2: Marketing with a Personal Touch ............................................. 6 Section 3: The World’s Worst Pricing Strategy for Service Firms ........... 10 Section 4: 5 Ways to Command Premium Prices for Your Products or Services ........................................................................................................ 13 Section 5: What David Oreck Can Teach Mickey D’s About Selling More Hamburgers ................................................................................................. 16 Section 6: What Words Sell Best? .............................................................. 19 Section 7: How to Create a More Moving Experience for Your Customers in Your Marketing ........................................................................................ 22 Section 8: Want to Succeed in Business? Think Small! ........................... 25 Section 9: The Most Important New Year’s Resolution You Will Ever Make ............................................................................................................. 29 Section 10: Which of your customers are in a hurry? All of them! ........ 32 Section 11: Speak and Get Sales Leads .................................................... 35 Section 12: The Worst Internet Marketing Mistake I Ever Made—and How to Avoid It ........................................................................................... 39 Section 13: Don’t Rush Your Bill ............................................................... 42 Section 14: 3 Easy Ways to Write Money-Making E-mail Marketing Messages ..................................................................................................... 45 Section 15: Marketing With the “Next in Line” Principle ........................ 48 Section 16: The Most Important Piece of Equipment Any Marketer Can Own ............................................................................................................. 51 About the Author ........................................................................................ 54   Price: $29     Section 1: The Magic of “Reciprocity” ........................................................ 3 Section 2: Should You Charge Vendors for Client Referrals? ................... 5 Section 3: When is it Time to “Put the Meter Down”? .............................. 8 Section 4: Don’t You Hate It When a Customer Asks for Her Money Back .................................................................................................. 11 Section 5: A Low-Tech Way to Prevent Customers from Illegally Copying Your Information Products .......................................................... 15 Section 6: Avoid This Common Mistake When Creating Information Products ....................................................................................................... 18 Section 7: 10 Tips for Increasing Landing Page Conversion Rates ........ 21 Section 8: Are White Papers Dead? ........................................................... 25 Section 9: The Most Amazing Fact About Fundraising Can Help Make Any Direct Mail Promotion More Successful— Including Yours .............. 29 Section 10: Show Your Warts: An Honest Way to Make a Buck ............. 31 Section 11: Free Gifts: A Proven Marketing Gambit That Almost Never Fails .................................................................................................. 33 Section 12: Is Exhibiting at Trade Shows a Waste of Time? Without a Good ROI, Yes ........................................................................... 36 Section 13: Avoiding Sticker Shock .......................................................... 39 Section 14: Avoid the Market Research Trap ........................................... 41 Section 15: Confessions of a Mail Order Rip-Off Artist ............................ 44 Section 16: You Have to Understand the Prospect… Not the Other Way Around ........................................................................................................ 47 About the Author ........................................................................................ 50   Price: $29     • How to get old customers to start doing business with you again.   • Repackaging your services to accommodate reduced budgets in a slow economy.   • Building loyalty by adding value to existing offers.   • Cut marketing costs with these online marketing techniques.   • Pricing to sell in a soft economy or recession.     Price: $29     Section 1: The Secret of Making Hype in Marketing Work for You ............ 3 Section 2: The Easiest Way to Great Bullets ............................................... 5 Section 3: What the National Enquirer Can Teach You About Selling Information on the Internet ......................................................................... 8 Section 4: Give Your Self-Published Book the "Loose-leaf Test" .............. 11 Section 5: 3 Steps to the Perfect Elevator Pitch ......................................... 14 Section 6: A Non-Obvious Way to Build Your E-list .................................... 16 Section 7: A Low-Tech Way to Prevent Customers from Illegally Copying Your Information Products ........................................................................... 19 Section 8: Avoid This Common Mistake When Creating Information Products ......................................................................................................... 22 Section 9: Selling Information Products "By the Pound" ............................ 25 Section 10: What? No E-Newsletter? ........................................................... 28 Section 11: 5 Steps to the Perfect Guarantee ............................................. 31 Section 12: 5 Steps to Building a Large and Responsive Opt-In E-List of Qualified B2B Prospects ............................................................................... 35 Section 13: 10 Tips for Increasing Landing Page Conversion Rates .......... 39 Section 14: Plating Slots ............................................................................... 44 Section 15: What Web Metric Should You Measure? ................................... 47 Section 16: E-Mail Marketing: How Much Is Too Much? .............................. 50 Section 17: Double or Triple Your Landing Page Conversion Rates with Taguchi Testing .............................................................................................. 54 Section 18: 5 Ways to Capture E-mail Addresses of Landing Page Visitors ........................................................................................................................ 57 About the Author ............................................................................................ 61   Price: $29     Section 1: Writing in the Internet Age ................................................ 2 Section 2: Writing Copy for the Web ................................................... 5 Section 3: Must a Freelance Business Writer Have a Website - and What Should Be On Yours? ........................................... 11 Section 4: Your Intangible USP ........................................................... 16 Section 5: One Website ... or Many? .................................................... 20 Section 6: Do Your Subscribers Think Your E-mails are Junk? ............. 23 Section 7: 10 Tips for Increasing Landing Page Conversion Rates ...... 27 Section 8: 4 Easy Steps to Successful SEO Copywriting ...................... 31 Section 9: How to Write Subject Lines That Get Your E-mail Opened and Read ..................................................................... 35 Section 10: The 3 Most Important Things I've Learned About Writing E-mail Marketing Copy ........................................................... 37 Section 11: 5 Steps to Writing the Perfect Guarantee ......................... 40 Section 12: How to Lie with Statistics ................................................. 44 Section 13: 5 Ways to Capture E-mail Addresses of Landing Page Visitors ......................................................................... 46 About the Author ................................................................................ 50   Price: $29     Has freelance copywriting become a commodity service? .................... 9 What are the highest paying copywriting specialties? .......................... 14 Is it easier or harder to make money as a freelance copywriter than 30 years ago? ............................................................. 16 How soon can a new copywriter expect to make $50,000 a year from copywriting? ..................................................................... 23 What kind of information do I need to get from the client to write strong copy for their product? ....................................... 25 Since I am a freelancer and my clients don't withhold tax from the fees they pay me, do I have to make some sort of advance tax payments to the IRS? ....................................................... 32 If I work at home are my rent, property taxes, mortgage payments, and utilities tax deductible? ................................................................. 33 A prospect calls and tells me right away We are talking to many other copywriters. What would be my response? ................. 45 What if as you get older you don't want to compete anymore? Is there another way to make money as a writer that doesn't involve clients? .................................................................................... 55   Price: $29     The Early Warning Signs of Critical Client Dissatisfaction-And How to Spot Them .................................................................................................... 2 A Five-Step Process for Handling the Critically Dissatisfied Client .......... 3 How to Help the Client Find a Way Not to Fire You ................................... 13 Making the Secretary or Assistant Your Ally ............................................. 14 Using the No-Risk Offer to Overcome the Objection ................................. 16 Using the Free Offer to Encourage Continuation of Service ..................... 17 Using E-mail and In-person Visits When the Client Won't Return Phone Calls .............................................................................................................. 17   Price: $29     How Service Providers Typically Respond to Price-Conscious Clients .... 5 How to Not Take Price Negotiations Personally ........................................ 7 Don't Get Angry-Be Empathetic .................................................................. 9 How to Evaluate What the Client Says In Response to Your Cost Estimate ........................................................................................................ 10 Why Clients Sometimes Suffer from "Sticker Shock" .............................. 12 How to Guarantee That Your Price Fits Within the Client's Budget ......... 13 Give the Client a Price Range Rather Than a Fixed, Locked-In Figure .... 15 Negotiate by Adjusting Service Rather Than by Cutting Profit Margin or Base Rate ...................................................................................................... 17 How the Need for Work Affects Your Price Negotiations .......................... 20 What to Do if You Occasionally Lose Jobs Because of Your High Fees .... 22 Have a Negotiating Hierarchy ..................................................................... 23 What to Do if You Consistently Lose Jobs Because Your Fees are Too High ............................................................................................................... 25 How to Price in Competitive Bid Situations ................................................ 26 How to Offer the Client a Low Price and Still Retain Their Respect ......... 28 Making It Up On Volume ............................................................................. 29 Making "Conditional" Low-Price Offers ..................................................... 30 How a Vendors' Network or Bureau Makes You Immune to Price-Based Objections ..................................................................................................... 31 Offer Services That People Will Buy in Order to Avoid Paying More for Other Services .............................................................................................. 35 What to Do When Clients Feel They are Paying Too Much ....................... 37 Learn to Say "No" in a Way That Leaves the Client's Dignity and the Relationship Intact ....................................................................................... 40   Price: $29     How It Started ..................................................................................... 4 The Formula of Experience ................................................................... 5 The Pareto Theory ............................................................................... 6 Training the Mind ................................................................................. 8 Combining Old Elements ....................................................................... 9 Ideas Are New Combinations ............................................................... 11 The Mental Digestive Process .............................................................. 15 "Constantly Thinking About It" ........................................................... 17 The Final Stage ................................................................................... 18 Some Afterthoughts ............................................................................ 19   Price: $15     Planning: The Professional Approach ..................................................... 2 Step 1: Selecting the Medium ................................................................. 3 Step 2: What Product Shall Be Advertised? ............................................ 7 Step 3: Establish Objectives ................................................................... 9 Step 4: Determine Your Market .............................................................. 11 Step 5: Select Your Mailing List .............................................................. 13 Step 6: Format, Style, and Tone ............................................................. 13 Step 7: Pick Your Sales Appeal ............................................................... 14 Step 8: Identify Supporting Sales Point .................................................. 16 Step 9: Determine Your Offer ................................................................. 18 Step 10: Schedule, Timing, Budget ......................................................... 24 About The Author ................................................................................... 27   Price: $15     Section 1: The Importance of Sales Leads ............................................. 2 Section 2: Quality or Quantity? ............................................................. 3 Section 3: Seven Ways to Get Better Leads ........................................... 5 Section 4: And Seven More Ways to Get More Leads .............................. 6 Section 5: The Lead-Getting Letter: How Much to Tell? .......................... 8 Section 6: Phone or Mail Response? ...................................................... 9 Section 7: Sample Letter: Free Information Kit ..................................... 10 Section 8: Sample Letter: Free Seminar ................................................. 12 Section 9: A Three-Dimensional Mailing ................................................. 14 Section 10: Budgeting the Lead-Generating Package ............................. 15 Section 11: Analyzing Your Needs .......................................................... 16 About The Author ................................................................................... 26   Bob Bly Copywriter/Consultant 31 Cheyenne Dr., Montville, NJ 07045 Phone 973-263-0562 www.bly.com | email: rwbly@bly.com