Even more gold for you, again from Michael S. Clouse. And this one, is wonderful.
Michael believes in “preparing your mind for success,” and he begins with an honest & rigorous look at “What’s working?” (and, what’s not…) in these seven key areas of your life: Spirituality. Family. Finances. Fitness. Fun. Social & Cultural. And, Career/Work. As said, wonderful stuff.
Len Clements is a Board Member and the Director of Education & Training for the Association of Network Marketing Professionals (formerly the DRA— Distributor Rights Association) and he’s graciously sharing this program (and more, see all the posts below) with us here at TGN.org.
This podcast-clip is from Michael’s program:
How To Grow Your Business BIGGER, Better, & Faster Than You Ever Thought Possible! Michael explains how our thoughts lead to actions which produce results and, over time produce our quality of life. Simple? Sure, just like Network Marketing. And just like Network Marketing, NOT always easy.
What’s working in your life—
and what’s not…?
______________________________
Click the player below to listen on-line now [07:15]:
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Click this link to listen via your Web browser’s default media player and download the Mp3:
How To Grow Your Business BIGGER, Better, & Faster Than You Ever Thought Possible!.
The ANMP exists to Serve,Educate, and Unite all Professionals within the
Network Marketing community; independent contractors and companies alike.
Membership in the Association of Network Marketing Professionals is only $50 per year. It’s a “steal.” You deserve to have their resources and they merit your support. Click the link to learn more.
______________________________
I’d love to learn what you like best about this recording and if, like me, you think there’s gold here. Please let me know in the comments boxes below.
Thanks.
I appreciate you.
PS.For just $10 a month (or $100 a year) you can become a Charter Member of TheGreatestNetworker.org and listen, keep & share this entire hour-long program (and much, much more). Learn more here; Join.
Hi John everyone is searching for the right thing and you have being around for long time…keep the good work and thank you for helping everyone Kind regards Susana Australia
Network marketing is really great for easily earning cash in a short period of time.:*,
I have Susana— been around a while. *smile* As for everyone searching, some people enjoy, but I believe most enjoy the “find” even more. Let me know what I can do to help you find what you’re looking for.
Thanks.
I appreciate you.
And even better Colton, for keeping it coming for a long period— IF done well with a good & lasting company.
Residual income is the #1 financial benefit of our business. It’s a dream come true for most people in today’s weird & changing economies.
Thanks Colton.
I appreciate you.
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Okay, let’s get down to divving up some of this loot and passing out gold coins. (And no worries, these coins are NOT cursed like the Aztec gold Barbossa and the crew of the Black Pearl stole. These are indeed BLESSED!)
This first one is a podcast-clip from Len’s program:
Inside Secrets of MLM Compensation Plans with Len Clements
… a presentation much like that of a rogue magician who exposes how all the tricks work. Once they’ve done that, the illusions lose their power to persuade. Len does a similar thing with M.L.M. compensation plans on this audio. In this clip, Len speaks about why…
Compensation Plans Are NOT
Designed To Compensate…
Trust Len got your attention with that one. <smile>
______________________________
Click the player below to listen on-line now [04:56]:
Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.
Click this link to listen via your Web browser’s default media player and download the Mp3:
Inside Secrets of MLM Compensation Plans with Len Clements.
The ANMP exists to Serve,Educate, and Unite all Professionals within the
Network Marketing community; independent contractors and companies alike.
Membership in the Association of Network Marketing Professionals is only $50 per year. Click the link to learn more.
______________________________
I’d love to learn what you like best about this recording and if, like me, you think there’s gold here. So, please let me know in the comments boxes below.
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from The Association of Network Marketing Professionals
NOTE: If you’re not yet a Member, you won’t be able to hear the audio programs below in-full & complete, BUT I’m going to be posting a series of lengthy podcast-clips throughout the week for you here in the weblog. Free, of course.
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If you look long & hard enough for gold, you may find it. And then again…
Best thing is to have a friend who’s sitting on a pile of the all-that-glitters stuff and is willing to let you “dig in his gold mine.” I have such a friend in the Network Marketing business. Len Clements.
And Len is sharing some of them— the best of them I think— with all of you TGN.org Members. (As said, nice to know the guy with the keys to the goldmine.)
He’s doing the because he is: A.) A truly fine person— one of THE best in the business. And, B.) Because the ANMP has yet to post these golden coins on its own website and Len wants these programs to be heard & put to use… Your gain.
Therefore, please, hear & use some of the very best audios I’ve heard for Network Marketing Professionals— and all those who aspire to become ones <smile>.
The ANMP exists to Serve,Educate, and Unite all Professionals within the
Network Marketing community; independent contractors and companies alike.
______________________________
You can learn about each of the featured presentors on their author pages by clicking their name links here: Len Clements, Michael S. Clouse, Randy Gage and Tom “Big Al” Schreiter .
MEMBERS: Click the links below to go to the private page and listen online or use the links there to download the Mp3 audio files to your computer or iPod®. They are yours to keep & share.
______________________________
Inside Secrets of MLM Compensation Plans with Len Clements
is a presentation much like that of a rogue magician who exposes how all the tricks work. Once they’ve done that, the illusions lose their power to persuade. Len does a similar thing with M.L.M. compensation plans on this audio.
Inside Secrets of MLM Compensation Plans.
______________________________
How To Grow Your Business BIGGER, Better, & Faster Than You Ever Thought Possible!
How To Grow Your Business BIGGER, Better, & Faster Than You Ever Thought Possible!.
with Len Clements and Michael S. Clouse.
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Randy Gage – Live and Interactive!
Randy Gage – Live and Interactive!
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(And Coming soon. Not ready yet)
“Big Al’s” Three-Step System + 25 skills
______________________________
I’d love to learn what you like best about these recordings and if, like me, think there’s gold here. So, please let me know in the comments boxes below.
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What is a FireSide Chat?
Not sure what it is for everybody. For me it’s me & you taling with each other. My “agenda” is simple & straight (pick one of these two): “What do you want to know from me? Or, “How can I help you?” Like this “FireSide Chat” tag cloud…
If you want Coaching… to learn what I think or know about this & that… if there’s something on your heart or mind you want to speak about… if you just want to chat voice-to-voice (instead of keyboard-to-keyboard, the FireSide Chat is your opportunity. I’ll be there. For 90 minutes. For you.
Member’s will receive call-in details and links for the web cast via eMail. And if you’re NOT yet a TGN Member, think about it. It’s $10 a month or $100 a year. Watch the new video over on the right and click the Join link. (Here or up there in the Nav bar.)
“See” you on the FireSide Chat.
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John thanks for the offer.
Bill Weber
Appreciate the “thanks” Bill… & you.
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I’ve had many mentors in my life & for my work— none more important than John Caples. If the world of Advertising has a grandfather (perhaps more “Godfather”) it’s Mr. Caples. The Greatest Networker in the World would NOT have been written without the influence of John Caples. He started me writing, first as a copy writer, then articles and eventually through editing & ghostwriting, authoring my own books.
Hence, what follows. Truly “A Marketing Lesson from the Master.”
If this is your first introduction to Mr. Caples, MAKE SURE it’s just the beginning. Get ALL the man’s books. Read them and put them to use in every thing from the way you think, to conversations with partners & prospects, to website headlines, copy, blog posts, Tweets… all of it. You will thank me (perhaps even bless me) for the turn on.
As you read what’s below, substitute “copy” for conversation and you’ll have a solid “Manuel For Presentations” to all your potential customers and business partners.
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John Caples on Headlines, Web Marketing, and Life!
an interview with Daniel Levis
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One of the most esteemed members of my board of advisors is of course, John Caples. Not a week goes by that I don’t think silently to myself, “What would Caples do,” when confronted with this online marketing challenge or that.
And indeed, rarely does his advice fail to help. It’s only fitting then that I interview him, and bring you his wisdom in the pages of Web Marketing Advisor.
Daniel Levis: So John, why don’t we start by having you give our dear readers a little background on you? How did you get into this racket?
John Caples: After leaving the naval academy in 1924 I went to work for New York Telephone and it bored the daylights out of me. I really didn’t know what I wanted to do with my life, but I knew I didn’t want to be an engineer at the NY Telephone Company, or anything even close.
So I paid a career counselor a tidy sum to help me figure out what kind of a career suited me, and that I could be happy in. Her written report was full of my shortcomings and unsuitability for most of the areas I had indicated an interest. Yet at the very end – I suppose in an effort to add some encouragement to an otherwise dreary assessment – she offered, “I would not discourage you in your ambition to become a writer.”
I took her advice, and enrolled in courses in copywriting at Columbia University, and in the fall of ‘25 I was offered a job at a mail order agency at $25 a week, $6 less than I was making at the phone company. Of course I jumped at it.
Most of the copy I was writing was for home study courses. You know, things like improving your mind, learning a new language, improving your business skills, and of course, learning to play the piano.
Today, I think you call those info-products.
I loved my new job. I still remember my first big homerun. The headline went…
“They Laughed When I Sat Down At The Piano –
But When I Started to Play!”
That ad put me on the map. Not because it was cute or clever, but because it produced results. Orders!
Mail order was a lot of fun. I’ll never forget the time I went home for Christmas one year. I could feel the pride welling up inside me as I showed my dear Mother my proof book, which contained some of the ads I had been working on at the time. I thought she would be so pleased with what I had achieved.
But her response just about knocked me off my chair. She read my headlines OUT LOUD, and with increasing concern …
Then she asked me questions like, “Can you really learn to play the piano through the mail?” and “Does this book really give you a magnetic personality?” Before long she closed the book up and said, “You had better not let your father see this”.
Then in ‘27, I had a chance to take a position in Bruce Barton’s agency, BBDO, which was at the time one of the most prestigious agencies in the country. And so I took it.
Soon my ads where appearing in Harper’s Monthly, The Atlantic, and The Saturday Evening Post. And as they say, the rest is history.
Needless to say, my Mom was very pleased. I guess all’s well that ends well.
Daniel Levis: What can you tell us about improving the response to our online advertising today?
John Caples: Well in one way, you youngsters today have it a lot easier than I ever did. The hardest thing about advertising is determining the facts. For example, all of the power writing in the world won’t produce a profitable result until you’ve determined the winning appeal.
The appeal is the most important thing.
And it’s not something you can guess at, or infer from your own prejudices.
You’ve got to test. And testing on the Internet is much easier and less expensive than with any other medium you care to name. On the other side of the coin, because testing is so much easier, so much less expensive, and so much quicker to accomplish online, more people are doing it. And as a result, you’re seeing more direct response style copy than ever before. So rising to the increased level of competition is a challenge.
I’d rather have junior copy and graphic design and a winning appeal, than the most skillful copy and design in the world and the wrong appeal. And finding that right appeal is often difficult…
There are usually many seemingly effective appeals to choose from for a given product, but only one right one. If I had a year to create an ad, I’d spend 11 months researching the appeal, and a month – or even a week – creating the ad.
In other words, what you say in your copy is much more important than how you say it. That would be the biggest thing.
Daniel Levis: What do you mean specifically by “appeal”? Can you clarify this idea for our readers, just so we’re all on the same page?
John Caples: Oh sure. An appeal is nothing more than a buying motive. It’s the reason why people want the thing you’re selling more than the money you’re asking for it, and also the phrasing they put around that idea.
Any product you wish to name has many possible appeals associated with it. For example, a life insurance policy can be seen as a means of preparing for an emergency … as a retirement savings plan … as an estate-planning tool … as a way to make sure your children get a first class education if you die … as peace of mind … as a gesture of love and caring by a breadwinner for his or her family. The list could go on. And with respect to any given list or media in which you want to advertise at any given point in time, there is one right appeal that will yield more response than any other.
If you can find out what that right appeal is, you’ve made tremendous strides toward a profitable campaign.
Daniel Levis: So what you’re saying is that on the Internet we need to test different appeals to see which ones resonate with the target audience and produce more sales. But isn’t it true that with long copy, we’re trying to exploit as many appeals as we possibly can to get the sale?
John Caples: Well you bring up a good point. On the Internet you’ve got a great deal of freedom as to the length of your message, so long copy is often used. When I say the right appeal, I’m not suggesting you can’t introduce more than one appeal in your copy. You can, but you’ve got to be careful not to cloud the main appeal. What I’m saying is that there is one main appeal that must be emphasized above all others in order to maximize response. And that one main appeal must appear in your headline.
After the main appeal, your headline is the next most important thing to test. Most people when surfing the Net pay scant attention to anything other than the headline when deciding whether they’re interested or not.
Your entire success rests on the strength of your headline.
Here’s an example that one of my mentors, Bruce Barton, often gave to show how the same appeal approached differently in the headline can result in widely different results.
The old headline was, “John Smith made $110,000 the first year writing motion picture scenarios.” The results were ho hum. The new headline was “John Smith sold his first motion picture scenario for $9,000 one month after taking this course.” The new headline drew enormously.
Daniel Levis: What makes a great headline?
John Caples: A copywriter who truly realizes their incredible importance. Did you know David Ogilvy wrote 103 headlines and shopped them around the office for reactions before coming up with, “At 60 miles an hour, the loudest sound in the new Rolls Royce comes from the electric clock”?
Once you’ve identified the right appeal, I challenge you to write at least 25 headlines around it, and then put them away for a day. Come back to them and try to read them from the perspective of a bored, mouse-happy surfer. Even better, find a few bored mouse happy surfers and let them read your headlines. See if their eyes turn to the copy below, or back at you. Then pick the few headlines that seem most promising, and test them one against the other.
Now to directly answer your question…
A great headline has to instantly appeal to the prospect’s self-interest, that’s job one. It’s got to promise to give him something he wants, and wants badly.
Secondly, it can be greatly strengthened by adding a dash of curiosity. Something unusual or paradoxical about the statement of benefit will further induce readership.
Third, it should have news value, bringing the latest developments to the reader’s attention.
And finally, it should demonstrate or imply that the object of desire can be claimed quickly and easily. Self-interest and one or more of the other elements are always found in any good selling headline.
Beyond that, a long headline that says something is more effective than a short one that says nothing. But a short headline that says something is better than a long one any day. In order to stop your bleary eyed reader, you need a short, sharp, stopper that promises something they want dearly. No long-winded statement that requires effort to read and understand will stop them.
One of my favorite tricks is to take a long headline, and punch up the most important part into a short stopper, like this…
CORNS GONE IN 5 DAYS
OR YOUR MONEY BACK
Now there’s a headline that both says something, and is impossible to ignore. The entire sales proposition is right there. The man with foot trouble sees “CORNS GONE” and knows instantly it’s for him … “IN 5 DAYS”, so much the better … “OR MONEY BACK” … sold!
Daniel Levis: That’s great advice. I use that stopper technique all the time and it’s golden.
Now that particular example is the kind of headline you’d use for grabbing attention in a magazine or on a magazine style website when you’ve got a fresh claim to make, but what can you do with your headline to succeed in mature, skeptical markets where that target prospect believes he’s seen it all?
I’m talking about situations where he really doesn’t want to read yet another ad on the subject, either because he’s been burned before and refuses to believe the increasingly wild claims, or just doesn’t believe there is a solution out there that’s right for him. What can you do in cases like that?
John Caples: Great question. The key in these kinds of situations is to stop selling the product in the headline.
Instead, you sell information about solving the problem your prospect is still desperate to solve.
I once wrote for the hair tonic market, which was a very tapped out market, but did very well with this headline.
How A Bald Barber Saved My Hair
The self-interest is implied, yet no mention of the product claim is there, and there is a paradox that really pumps up the curiosity angle. Also, using the word “how” at the beginning of the headline is a subtle queue that there is a story under the headline. It points to a story underneath. And who can resist a paradoxical story?
Thus you can get in through the backdoor and begin pitching your product once you’ve got him hooked on reading your copy.
Other examples of headlines that promise problem solving information and point down to the copy below are headlines with the word “these” in them, such as “Do You Make These Mistakes In English? Headlines that begin with “How” and “How to” … “Why” … “Which” … “Advice” also fit this description. These openers – provided the rest of the headline appeals to the reader’s self-interest – all send the message there is value in reading what follows. They have a sort of built in curiosity factor, don’t ‘they?
I would also add that mental imagery is another factor to consider. If you can create an instant mental image in the reader’s mind you have a much higher chance of grabbing his attention and interest. Consider this headline:
The Deaf Now Hear Whispers
There’s something about the word whispers that creates a mental image in your mind. You can’t help but conjure three people, one whispering into the ear of another and the third one left out. Note also the news value implied by the word “Now”, and the paradox between the words “Deaf” and “Hear
And if there is another thing I would quickly add, it is the habit of calling out your audience. If you can work some aspect into your headline that shouts, “this ad’s for you”, it is proven to increase response. Such as in the headline:
TO A $25,000 MAN OR WOMAN
WHO WOULD LIKE TO BE MAKING $50,000 …
Note also the way the line is broken. It just drives me nuts to see long headlines that are broken incorrectly like:
TO A $25,000 MAN OR WOMAN WHO
WOULD LIKE TO BE MAKING $50,000 …
Each line of the headline should be as close to a coherent thought as possible.
Daniel Levis: That’s fantastic advice. What can you tell us about writing a good lead?
John Caples: Probably the biggest mistake I see is a lack of directness. What works best is to just carry on very directly from the headline, expanding on the promise. But very often I see writers beating around the bush with their lead, meandering like the Mississippi on the way to the point.
Warm up if you must, but for God’s sake go back and boil off the froth in the editing process. Very often you can just throw away the first few paragraphs, and there’s a great lead sitting right there in the fourth or fifth one.
Copy is like a pot of broth you know. The longer you distill it down to its bare essence the more potent it becomes. Think of yourself writing a telegram, and having to pay for every word you’re going to send. Make your copy telegraphic.
Beyond that your lead should be full of enthusiasm, fact packed, specific, use few adjectives, and above all inspire the reader’s self-interest and curiosity. That’s one of the reasons the story lead is so powerful. It arranges facts in a logical sequence, one leading to the other, and begging the question “where exactly is this going”. Just be sure to make it clear that the story is going somewhere the prospect desperately wants to go.
When in doubt, just be as direct and succinct as you can possibly be, appealing to the prospect’s self-interest with every word, like this.
Learn Piano
Play popular song hits perfectly. Hum the tune, play it by ear. No teacher – self instruction. No tedious, ding-dong daily practice. Just 20 brief, entertaining lessons, easily mastered.
Do you see the telegraphic quality?
Daniel Levis: Yes I do, it’s very powerful. What about long copy online? Does it still work?
John Caples: Ah the perennial question: long copy versus short copy. It depends on what you’re trying to accomplish. Generally speaking the more explaining you need to do to get your reader to understand the product’s benefits fully, or the more money it costs, the longer the copy you’ll need.
In many cases, longer copy will work best. But remember, it’s not because it’s long that it works. It still needs to be brief and succinct in the sense that it packs maximum meaning and benefit into each sentence. Remember the telegraph rule. Every word costs you money.
What I advise is to write long, and then cut it back. Distill it down as much as possible without omitting any of the points you’ve determined are of interest to the target market, and prioritizing your appeals from most important to least important
And then render the copy in logical chunks prefaced with powerful, curiosity inducing sub-heads that stop skimmers and skippers, drawing them into the copy. Finally go back over your copy and edit your sub-heads into a logical summary of your entire sales argument.
That way you can put both short copy and long copy to work for you in the same ad. I doubt that will end the long copy/short copy debate, but it should increase your response.
Daniel Levis: We’re almost out of time. What can you tell us about graphic design? How can we use images more effectively online?
John Caples: Don’t use images as eye-candy. It’s true an image is an attention getter, but tests prove that when images are not closely related to the copy, attention doesn’t translate into sales.
Stick to real pictures. Show pictures of the product you’re selling. Show the product in action wherever possible. Show a person enjoying the rewards of the product, a woman admiring the ring on her finger for example with her fiancée looking on. Show a picture of attainment of ambition, for example a man handing money to his wife, as in the famous ad “Here’s an extra $50 Grace, I’m making real money now.”
Of all the images you can use, the most potent is the disembodied head. There’s no better attention getter than a picture of someone relevant to the product … the seller, the inventor … a customer … looking the reader squarely in the eye, nothing. Even when you have a very small space to work with, you can still crop a person’s picture to fit the space, and draw attention to the copy.
Headshots are also extremely effective in testimonials. They lend believability, and also provide a point of identification for the reader, allowing him or her to see the kind of people who use the product.
Daniel Levis: OK John, we’re out of time. I want to thank you for stopping by and blessing us with this knowledge.
John Caples: The pleasure was all mine.
For more of John Caples’ wisdom, pick up his classic book Tested Advertising Methods published by Prentice Hall, available from Twipress.
______________________________
Daniel Levis is a top marketing consultant and direct response copywriter based in Toronto, Canada and publisher of the world famous copywriting anthology, Masters of Copywriting, featuring the selling wisdom of 44 of the “Top Money” marketing minds of all time, including Clayton Makepeace, Dan Kennedy, Joe Sugarman, John Carlton, Joe Vitale, Michel Fortin, Richard Armstrong and dozens more! For a FREE excerpt visit: http://www.SellingtoHumanNature.com
Attribution Statement: This article was first published in The Total Package. To sign–up to receive your own FREE subscription to The Total Package and claim four FREE money making e–books go to www.makepeacetotalpackage.com.
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from Crush It!, Gary “Vay·ner·chuk”
Get the book.
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…GET RICH SLOW is all about how long you take to get there. Doh… Wait up! (You went too fast on that one <smile>)
Here, watch this bright bit [04.09] from Jackie Ulmer.
“By George, she’s got it.” I made this comment to Jackie on YouTube:
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Dead on, Jackie!
If you want to go fast…go slow
Hey Cathie— have you read “The Four Cornerstones of Get Rich Slow“? If not, it’s here:
I’d love to learn what you think about it?
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