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Stylebook

"About" page

Use the structure of the "60-Second Sales Hook." People buy your story, so you want to be relatable. Kevin Rogers: "It's all about your story, no matter who you are or what you do, your story is critical to your success."

book notes

Ries and Trout: 22 Immutable Laws of Marketing

Godin: All Marketers Tell Stories

Case Studies

Use the structure of the "60-Second Sales Hook." People buy your story, so you want to be relatable. Kevin Rogers: "It's all about your story, no matter who you are or what you do, your story is critical to your success."

channels

Here are your channels to choose from. (Source: John Jantsch.)

  • Referral Marketing. This includes intentional word of mouth activities, viral tactics as well as intentional referral generation
  • Public Relations. This includes activities aimed at receiving coverage in traditional media outlets
  • Online Advertising. This includes the use of pay-per-click platforms, social networks, display ads and retargeting
  • Offline Advertising. This includes advertising in offline print and broadcast outlets such as magazine, TV and radio
  • Content Marketing. This includes publishing, optimizing and sharing educational content that draws search traffic, links and subscribers
  • Sales Playbooks. This includes the creation of specific actions aimed at mining, generating, nurturing and converting leads
  • Email Marketing. This includes the use of targeted and automated email campaigns based on conversion actions
  • Utility Marketing. This includes the creation of useful tools that stimulate traffic, sharing and brand awareness
  • Influencer Marketing. This includes the practice of building relationships with individuals and outlets that can influence pre-established communities
  • Search Engine Optimization. – This includes on page and off page optimization activities aimed at generating organic search engine traffic
  • Partner Marketing. This includes co-marketing activities run in collaboration with strategic marketing partners
  • Social Media Marketing. This includes the act of building engagement on established platforms and networks such Facebook, Twitter, and LinkedIn as well as targeted industry platforms
  • Online Events. This includes events such as webinars, demonstrations and workshops conducted using online tools
  • Offline Events. This includes events such as workshops, demonstrations, seminars, trade shows, showcases and customer appreciation events
  • Speaking Engagements. This includes the appearance of company representatives in sponsored speaking engagements at events such as industry conferences
  • Community Building. This includes the intentional act of building and facilitating a community around a shared interest or topic related to the organization’s industry

Copywriting tips

1. No one cares about you. 

2. Write in a casual manner. 

3. Don't be too wacky.

4. AIDA. Attention. Interest. Desire. Action. 

  • Attention. Address pain. Get their attention.
  • Interest. Benefits. Provide interesting facts about the product or the idea. General and specific.
  • Desire. Features. Make them desire it. 
  • Action. Be specific. Make them take action. 

Use a template when writing a sales letter. 

5. Write to 1 person

6. Practical tips

  • Be like an editorial. 
  • Use bolds or underlines if you would speak something with emphasis.
  • Use centering to exaggerate something. 
  • Use quoted from famous people that relate -- center and italicize them.
  • Use bulleted lists.
  • Max 2-3 sentences per paragraph. 
  • "PS" -- bolded.

7. Subject lines

Make them new, novel, unique, helpful

Lenses/personas:

•    competitive: beat the competition, aggressive, type A
•    benefit-driven: analytical, rational, use statistics and testimonials
•    inspirational: you can do it, too

Examples

1. WP Engine

Current: "Hassle-free Wordpress hosting"

Suggested: 

•    competitive: 86% faster than regular WordPress means more page views and better SEO
•    benefit-driven: My site loads ridiculously fast, my page views are up, and my business is seeing the results
•    inspirational: Even non-computer nerds can have a WordPress site with zero technical hassle

2. Fishingscout

Current: See what's happening on the water right now

Suggested: 

•    competitive: See who's got the biggest catch in your area
•    benefit-driven: Spend less time searching and more time reeling them in
•    inspirational: With Fishing Scout, you can see the catches at every location near you

3. SPYFU

Current: Download your competitors' profitable keywords

Suggested: 

•    competitive: Get your competitors' profitable keywords and fing the ones they're missing
•    benefit-driven: Find the most profitable keywords in your industry
•    inspirational: Run agency-level AdWords campaigns yourself

4. Kickoff Labs

Current: Amazing landing pages you can build yourself

Suggested: 

•    competitive: Stop wasting visits -- get the absolute highest-converting landing pages here
•    benefit-driven: "Your landing page template in crease our conversions by 328%. Not bad for 5 minutes of work"
•    inspirational: You can put up a high-coverting landing page in 5 minutes

8. Short vs. long copy

Make it short enough to keep it interesting, long enough to cover the essentials.

Length of copy also depends on the cost of purchase.

•    Just collecting email addresses? Short copy is okay.
•    Buy something cheap: Short copy.
•    Medium purchase: Medium copy.
•    Expensive: Long copy.

facebook, ad lookup tool

Adspresso

Facebook -- Newsfeed ad character counts

Link description: 30 characters (top text)

Below-image headline: 25 characters

Below-image text: 90 characters

lead messages

Speak to the transformation.

Publishing Schedule

Sample Publishing Schedule: 1-7-30-4-2-1

Source: "Content Rules."

Daily (1):

Tweet updates.
Tweet or post to Facebook news items from elsewhere.
Respond to comments – on blog, Facebook, Twitter.
Cull UGC (text, video, images)

Weekly (7):

  • Blog posts (1-3, or more)
  • Short video. E.g. a presentation.
  • How-to article.
  • Participate in forums. E.g., Linked In

Monthly (30):

  • Write a meatier blog post or article based on deeper research, or an interview with a subject matter expert.
  • Newsletter.
  • Higher-quality video.
  • Audio podcast.
  • Create a ppt and post to slide share.
  • Organized a meetup.
  • Contribute a guest post or article to another blog.
  • Produce a webinar.
  • Publish a case study or customer success story.

Quarterly (4):

  • Publish a research-based white paper.
  • Create a case study collection and distribute it as a pdf.
  • Create an ebook and distribute as a pdf.
  • Produce a video series.
  • Produce a special issue of your e-newsletter.
  • Make an announcement of contest or sweepstakes winners.

Annually (2 or 1):

  • Live or virtual event. Video it!
  • Executive roundtable.
  • Annual industry white paper or ebook.
  • Best-practices guide.
  • Speak or present at an annual conference.
  • Launch a contest.
  • Update Web presence with new story feature, new tool set, or new functionality.
  • Create an iPhone or Facebook app, tool or widget.

Repurposing Content

Here are some ideas. This is broad, and may cover some things you're already doing, but I want to get your wheels turning.

  1. Write a related blog post. Create a boilerplate text link to the sales page.
  2. Add the boilerplate text link to the body copy of all blog posts. 
  3. Post chunks of the content as social media updates (which link back to the blog post, which links to the sales page). 
  4. Turn that blog post into a 1-minute video or series of videos that the sales team can send out to prospects.
  5. Turn the content into a Slideshare or Haiku Deck-style presentation.
  6. Turn that presentation into webinar.
  7. Record the webinar and feature it on your homepage.
  8. Create an autorepsonder series that delivers emails to prospects over the course of a month. 
  9. Create an infographic.
  10. Write a manifesto.
  11. Turn the infographic and/or manifesto into a direct mail postcard for a targeted blast.
  12. Create a physical version of the PDF to give away at speaking engagements or conferences. 
  13. Create a physical version of the book (e.g., via CreateSpace) for sale at events.
  14. I like the idea of webinars as a monthly communications vehicle. You can talk about a particular topic for 40 minutes, and then just switch to Q&A for 15. You can then turn the whole thing into a podcast. Also, the Q&A can direct you to future content. And it would be fun!
  15. Get seven of your happy customers to pose one of the questions via video and feature it all over your website
  16. Dig up case studies that map to each question and extend the original post and graphics into an eBook.
  17. Transcribe a speech and use it to create a blog post. 
  18. Do an interview and create a podcast. 
  19. Share book notes, outline, or research. (Take people behind the curtain.)
  20. Turn a manifesto into a blog series.
  21. Turn the manifesto into brandwriting-style content.

60-Second Sales Hook

Source: Kevin Rogers

Idea: 

  • Get attention.
  • Make a connection.
  • Get people to take action.

Structure:

  1. Identity
  2. Struggle
  3. Discovery
  4. Result

Template:

Hi, I'm [NAME].

I'm a [AGE, JOB TITLE, FORMER JOB TITLE] from [PLACE].

For years, I struggles to [HURDLE YOU COULD NOT OVERCOME].

Then I discovered [SPECIFICS OF DISCOVERY].

Now I [RESULT OF DISCOVERY] and ...

[POSITIVE EFFECT OF DISCOVERY ON YOUR LIFE OR LIFE OF CLIENT, LOVED ONES, ETC.]

To learn exactly how I did this ... and how YOU can do the same ... simply enter your best email address below ...

And you'll get FREE instant access to my special free [REPORT, VIDEO, INTERVIEW] ...

I'll see you there.  

Example:

I'm Kevin Rogers. I spent years as a dead-broke stand-up comedian, until I discovered how a simple joke formula can be used as an irresistible sales hook and began teaching marketers how to use it to skyrocket sales and grow their businesses. Now, I'm one of the most in-demand sales consultants online, earning more in one month than I once did in an entire year. 

If you're selling a product, tell the story of why you made it. If you're selling someone else's product, tell the story of customers. 

Story

Kevin Rogers: "It's all about your story, no matter who you are or what you do, your story is critical to your success." Why? Because we are 100 percent more likely to buy from people that we know, like and trust." 

  • Know: reveal yourself in a relatable way.
  • Like: win respect with authority.
  • Trust: share your struggles and secrets. 

Structure

Different ways to say the same thing.  

AIDA. 

Hook/Benefits/Features/Action.

Tease. Please. Seize. 

Get attention. Show benefits, magical transformations, testimonials, proof that it works, documentation.  

Testimonials

  • Personal: Use the 60-Second Sales Hook process.
  • Consumer: This is the most commonly used, and interestingly enough, the least effective. However, when used in conjunction with the other four types of testimonials, it is much stronger.
  • Professional: A great example would be using a doctor for a health or fitness product. And of course using a picture of the doctor in his or her professional attire is even better.
  • Celebrity: The idea behind using a celebrity is to attract more eyeballs. More people will read/watch your promotion to the end when someone they recognize is in it, resulting in more sales. 
  • Editorial: This means getting your product on/in the media and using that in your marketing. 
  • Documentation: This means having some kind of clinical study to back up your claims. Again this is extremely important for health and fitness products. But even for products like reading faster or learning new languages.

White papers

White papers are for teaching -- about an industry or a particular subject. Teaching builds trust. Trust helps obviate concerns about price.