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List Janitor Review – Give your email marketing a boost

List Janitor Review – Give your email marketing a boost

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Scope Out the Competition You also want to figure out where your direct list janitor review are. That helps you find the gap in the marketplace, where your product or service is going to fit in. I’ll even make a matrix of the competitors’ headlines, offers, guarantees, hooks, and – especially – their pricing. You want to do some competitive intelligence to see who is spending money and running the marketplace. What are the keywords? Who comes up for the Google Adwords? Whoever comes up is spending money and making the marketplace work. You want to go through your competitors funnels and see what they’ve got. Then use that as potential material. I would use a tool like SpyFu. Most people are able to figure out their direct competition. But then what’s the comparable? If I’m a yacht charter company, a villa rental is a comparable service. My customer could be spending their money on a villa rental instead of my yacht charter. So, I’m not just competing with the other yacht companies.
Craft a Story Start thinking about the story behind the product or the service – like how it was developed, who did it when, and why. There’s usually a big selling point inside of that creation story that you just have to dig out and find.
Brainstorm Objections Then I would start writing down the objections that people may have to start using your product or service. Some objections are standard: “That’s too much money,” “Why should I start going on this right now?” and so forth. You really need to bring up the objections when you’re writing your pieces. If you try to just sweep it underneath the rug, it’s not going to work. People are automatically thinking about the objections or the catches. What’s the, “Gotcha?”
Brainstorm a Hook You really need to have a big idea or a big hook to stand out. There’s so much competition out there in every marketplace right now. There are too many me-too products and services. So the big idea becomes a shortcut for people to figure out if they want to buy from you.
How to Get a Hook So, I’ve got five formulas that are pretty easy, that people can think about and use.
Give them the Fish Formula number one for creating a big idea is to give them the fish. There’s a saying that if you give a man a fish, you feed him for a day; if you teach a man how to fish, you feed him for life. But people want the fish handed to them, especially today. So, the more push-buttonsimple you can make it, while maintaining integrity, the better it is. That’s why you’ll see things like site builders that really are push-button simple. Wordpress has become the go-to platform because it’s kind of the fish. It’s gotten rid of a lot of the difficulties of content management for people. Another example is the Instant Sales Letter: you fill in a few blanks and a sales letter pops out on the other side that you can use for just about anything.
Be Specific Make your promise specific. Generic promises are too easy to make. I critique a lot of copy and that’s one of my most common critiques. There’s a famous product that sold millions and millions of copies, called “8 Minute Abs” and they made a fortune with that hook, because it was that specific and easy. Numbers are a good way. Instead of “Make Money from Home,” I would say, “Why don’t we do a product that’s 28 ways for moms to make an extra $327 dollars a month with a digital camera?” That’s a lot more specific – maybe too specific.
Be Different I also like going in the opposite direction from your 
list janitor review. When I got started with my very first Underground Seminar about eight years ago, the marketplace was pretty saturated with other Internet marketing events. So I decided, “Hey the thing to do is to be different. Instead of having the exact same speakers that almost everyone else does, I’m going to do it completely different and feature unknown speakers who are really making it in the real world. And I’m going to make it an experiential theme (a spy theme).”
That’s really worked well. Underground has been a really huge event and it’s sold out for pretty much the last seven years now, going on eight. That’s a perfect example of going the opposite direction. A good book on the subject is Different by a Harvard professor, Youngme Moon. One of the big things is taking what your difference is and exaggerating it. A lot of companies look at their competitors and they say, “They’ve got this feature, this feature, this feature, and this feature.” So they start adding all those features and then they get lost in the shuffle with all of the other competitors. Basically, they end up with a mediocre product. It’s better to stand on a few key features and really extend them.
Repurpose Proven Successes Another way of creating a hook is by applying a proven idea in a new way. With traditional time shares, you can rent an apartment or a condo. But then people took that time share concept and applied it for private jets, yachts, luxury second homes, exotic cars, and that became a new hook. So, you can look around and see what is out there already and apply it to a different marketplace. One of my mentors is Dan Kennedy. He had a product called Magnetic Marketing that he sold for years and years. My buddy John Alanis created a hook all around that for dating, which is Women Approach You – the same thing, Magnetic Marketing is business comes to you, for John it was women approach you.
Be First in the Market Being first in the market gives you prominent positioning. Get in your own first place position. It gives you an opportunity to create prominent positioning. A really good example is Five Hour Energy. Red Bull was pretty dominant in the energy drink market place and there were a whole bunch of other competitors that were trying to come in, like Rockstar. So, Five Hour Energy decided to essentially create their own category. It’s a little shot bottle.
COPYWRITING STRATEGY
Templates Templates help because they’re a way to shortcut the writing process. So, I have bins and bins of letters downstairs. I don’t use them as often anymore. I’ve kind of internalized a lot of it. But, I still break out a swipe file for a couple things. I literally created a swipe file for myself of headlines, openings, closes, P.S.’s, guarantees, power words, and copy transitions (ways to stitch together different paragraphs).
Headlines I typically start with headlines. They help establish the structure for everything else. If I’m going to take a serious pass at a letter. I will write about 75 to 100 headlines. That might sound a little crazy, but it’s something that is well worth it. Typically the first ten or twenty headlines will be pretty easy. I’ll think, “I’ve got it. I’ve got what’s going to be a great headline.” But you’ve got to push yourself beyond that, because all of the really good stuff that helps create a deep, emotional connection really comes from numbers 50 onward. Then you start combining them together and making different things happen. That’s where the good stuff happens.
Formulas If you just want to have a simple 
list janitor review that always works, here’s an almost no-fail one: provide a problem, agitate that problem (turn that knife a little bit deeper), and then provide the solution. That’s a real simple one. Now, you can get more complex: Start off with a benefit, headline, sub-head that elaborates on the benefit, initial story (talking about how this was created), some authority block (anything about your reputation or why I should listen to you), and then an introduction of the product or solution, followed by testimonial or any sort of proof elements (a couple of those), then followed by a heightening of desire, an “apples to oranges” price comparison, and then some sort of deadline or penalty for not taking action right now.
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