Most every expert feels that they’re a great speaker. At least that’s been the case with the ones I’ve met. They believe this because THEY feel that their field is endlessly fascinating and their content speaks for itself.
The truth is finding something fascinating and making it relevant and fascinating for others are entirely different things. Fortunately for me, the art of copywriting centers on the ability to make topics relevant and compelling to others.
That’s one of the reasons I have developed a reputation for taking “routine” topics and going way beyond what even jaded audiences had ever seen or heard of — to the point that I was able to turn one of my public presentations into a Headline Webinar that has become a raved-about staple of Copyblogger’s Premise Landing Page System.
“I watched the Magnetic Headlines video before I even installed Premise, and it may end up being worth the price of the whole thing for me.” ~Susanna Perkins
But the ad consultant in me couldn’t leave it at that.
Ads have to delight the audience while also getting the message to stick, and I couldn’t count myself true to my profession unless my presentations did the same. So over the last four years or so, I’ve channelled all the psychological and persuasive insights I’ve learned to apply to copy into my presentations.
And while nobody would have me confused with a “motivational speaker,” I AM the guy to call when you want Insight delivered in a way that’ll allow people to own it and apply it after the presentation — when the take-away “aha”s are as important as the in-speech ha-has.
Although I’m more than happy to deliver presentations on any typical or basic copywriting subject, or to develop custom presentations that deal with your organization’s chief persuasive obstacles and aggravations, my basic repertoire includes:
1) Systematic Methods for Persuading Irrational Buyers: How Honest Businesses Can Win Against Low Priced Competitors
The real trick is convincing the customer that your product or your service is simply worth the price premium when compared to what your competitors are selling.
The problem is the customer doesn’t know what you know about your business. They don’t know all the ways the competition is cutting corners or reducing service after the sale, or cheapening out their offerings. Or why the extra bit you put into your product or service is worth it in the long run.
Most people will tell you the solution is to “Educate the Customer.” But most people aren’t all that eager to be “educated” and education in general is an expensive and slow process. Just ask anyone putting their kid through college.
The smarter solution is to learn to think like the customer and to engage proven techniques for activating the customer’s quality cues and emotional buying triggers.
These techniques don’t operate on the rational buyer model. They work with our irrational modes of thinking and valuing objects and services. But they do work, and taking advantage of them in your advertising is how you become the preferred provider. How you attract customers happy to pay you a premium for the privilege of doing business with you.
2) Integrating Web, Mass Media, and Offline Messaging & Persuasion
When an interested prospect hears of sees your ad, she’ll usually pull-up your Website to learn more. And for most businesses, that’s when the first disconnect happens. Whatever special, project, or detail covered on the ads is either not on your site, or hard to find on your site, or one too many clicks away from the home page. Or worse, the claimed product advantage or UVP featured in your ads isn’t carried over and substantiated on your site.
Well, that disconnect usually represents a lost sale.
Of course, the more motivated customer might call push past the first disconnect and call your store anyway, just to talk to someone. And that’s were the second disconnect takes place. Unless your staff has been trained to handle incoming calls with scripted language that works — language that meshes with the ads and the Website, there’s probably a sizable gap between customer expectations for the call and the reality they experience over the phone.
So how can you tell if this is happening to you? A few key questions:
- You’re getting a lot of direct traffic to your site and a lot of traffic from searches on your brand name, but you’re also experiencing a high bounce rate or a page-per-visit of less than 3 AND your not getting the calls or leads you expect from your advertising
- Or the ads are pulling and you’re getting the calls, but your told the traffic isn’t qualified. Could be, but I doubt it. Much more likely is that traffic IS qualified and the staff handling the phones isn’t converting calls to customers.
The point is, when your customers move from your ad to your Website to dialing up your phone to walking in your store, they don’t think that they are interacting with three different companies or even three different divisions. They’re expecting total alignment. And most businesses are blind to just how much profitable business slips through the cracks when they fail to provide that alignment.
With the information covered in this presentation, you’ll walk away with 15 actionable strategies to plug the leaks in your sales funnel and get full value for your advertising dollar.
3) Using Non-Traditional Storytelling and Short-Form Drama to Create Advertising Magic
You’re likely hearing and reading a lot about storytelling right now — and for good reason. All of the great copywriters of times present and past have known about the persuasive power of stories. It’s just that now neuroscience and psychology are catching on and scientifically proving the power of “narrative thinking” and story-based persuasion.
And that’s all well and good if you have a couple of pages worth of sales letter or 5-10 minutes worth of speaking time to spin your tale. But how do you condense storytelling down to one magazine ad or 30-second radio spot? How do you put it to work in advertising. How do you select images with “story appeal”? And how can you get storytelling to work for digital advertisements?
This presentation covers all the basics, the crucial “Must-Haves,” and the even more important “Don’ts” of using short-form drama and storytelling in both mass media and direct response ads.
4) The Ring of Truth: How to Make Your Messaging Believable and Word of Mouth Repeatable
The wise communicator says, “it’s not what you say, it’s what they hear that matters.” But the savvy advertising professional knows that “it’s not what they hear, but what they believe and act on that really counts.”
So let me ask you four questions:
- what makes an ad believable?
- What makes it easy to remember?
- How can you ensure it’s recalled at the RIGHT moment to make the sale?
- Finally, what determines the difference between an “I don’t really believe it but I did it anyway” superstition like not stepping on a crack, and a “I know its the better choice, but this other thin is what I really wanted” reaction. What’s the difference between believing and not doing vs. not believing but doing it anyway?
Most people THINK they know the answer to the first two questions, but’ll admit they’re stumped by the second two. By the time you leave this presentation, you’ll know the answer to all of them — and have a pretty good idea of how to apply those answers to your advertising.
Booking Me for Your Event
If you’re interested in having me speak at your event on one of these topics, or in having me develop a custom presentation specific to your market, industry or company, contact my speaking manager, Ray Seggern at WizardofAds.us
In a former life I was a high school English Teacher. As a copywriter and Web Optimization Professional, I have conducted copywriting training for Fortune 100 companies, been the chief copywriting instructor for Future Now, Inc, and served as adjunct faculty at Wizard Academy.
I love teaching, and have been brought in to teach corporate or in-house copywriters scores of times, either in-person or through Webinars, tele-conferences and e-mail correspondence. Typical areas of training focus are:
- Developing a brand “voice” and “style guide” to provide a unified copywriting style across multiple copywriters.
- Moving corporate copy from inner-focused, “we-we” messaging to customer-centric, “you-you” copy
- Improving product copy
- Understanding Persuasive Momentum as applied to lead-generation Websites.
- Developing the messaging to make automated lead-generation and lead nurturing technology deliver on its promises
- Writing Effective Radio Ads (Even When You’ve Got Almost Nothing to Work With)
If you’re interested in having me teach or conduct training for your organization, contact me directly.