Class Notes 3/2/10

During this class, we talked about chapters 8 and 9, concentrating on positive, routine, and negative messages.
- First anf formost, when responding to any message, BE COURTEOUS!
--- even if people are rude to you, it will all pay off in the end
- Be sure to know how to respond to a claim: (pages 220-223)
--- If you are at fault-> admit responsibility and try to do something to make the customer happy
--- If a 3rd party is at fault-> try not to blame the 3rd party directly, tyr and smooth things over to the customer and say you will take care of it
EX: to change a grade- speak to someone's ego and show them that you will gladly do more work
We also discussed more about NLP or Neuro Linguistic Programming
- Surface Structure vs deep structure
---ex: blaming "them" and actually meaning"I'm not at fault"
- deleting information
- Using vague subjects
--- "I don't agree"
- Using Vague actions
--- needs specifics-> can get "in your face"
--- not to critize -> just to get help
- make comparisons
--- comparing things that do not actually compare to eachother
- Add absrtactions
- Use opinions as facts
- Generalizations
-Distortions
-EX: "Everything your baby needs and nothing it doesn't" => meaning whatever you want is in there and nothing you don't want is not
- try to evoke feelings in your customer, almost like brainwashing
* We were also introduced to Dan Kennedy*
- studying copywriting is the best way to become a good copywrite
- keep a small file of what impresses you and what intrigues your mind
Copywriting Process
1. Get into your audience
--- Knowing who you are writing to is "90% of the battle." Learn to speak their language, give yourself time to know the audience and what is most important to them
2. When selling a product, come out with the flaws in the open.
--- called "damaging emission" and is when you admit the problem, most audiences will follow. They view you as human and will take notice. Most people won't admit a problem
3. Get your sales letter delivered
--- For printed materials, don't go bulk mail as most customers will ignore. Personalize the letter and send it first class. Use a plain white envelope with no business name-> known as the "sneak up approach."
** Gary Halbert quoted by Dan Kennedy " America sorts its mail over a waste basket"
** add headlines or warnings
EX:: " They didn't think I could __________, but I did"
-----" WHo else wants _____"
-----"How _____ made me _____"
-----" Are you _____"
-----"How I _____"
-----"If you are ____ you can ______"
-----" Warning __________"
4. Offer Something for free
--- like a free consultation EX: "My price is____ but if you are not satisfied with your services, it is no cost today."
5. Give it to someone else to look at
--- use a child if possible, if a child can understand it, anyone can
6. Make the letter stronger
--- Give and example about how product will be used. Try and find quotes and testimonials from customers. Take advantage of the "PS" never added at the end. An added break down summary is important at the end=> keeps all the main points visible to the customer
7. Spark an immediate action
--- Connect to your audience and what interests them
***TIPS***
1. Problem, Aggitation, Solution
--- bring up a problem, aggitate the person reading it, and offer them a solution
2. Fortune Telling
--- clear and present danger in the future
3. Stronger Gaurentee
--- give the strongest possible gaurentee to the customer ex: a product and gift
4. Redundencies
--- Repeating yourself reminds the customer

Assignments
Due 3/9- " Best Practice for Putting together a blog"
-- 2 pages
-- use outside sources

Due 3/23- "Letter to Professor"
-- 1. Write a checklist for all the edits on paper
-- 2. rewrite the letter in the correct form using chapters 8 and 9

Due 3/30- "Brainwash Deconstruction"
-- Find 10 slogans or stories on food products or toiletrees around your house. Break them down and tear them apart to show the brainwashing by companies

Reminder:
3/23- Quiz on Chapters 1-10!