Jared Matthew Kessler's Blog, page 3

Why Should Someone Read This?

It's something you as a business should always be asking yourself. It's a core concept in writing engaging copy, and it's so simple (yet so hard to do).

Why?

Take into account how much smarter we are. How much junk mail we get. How many email newsletters we're on and… now ask yourself again, "Why Should Someone Read This?"

To be honest with you, most won't.

In fact probably about 85% of the people you try to reach won't take the time to read what you write (and that's actually pretty good).  So why spend time advertising? Blogging? And/or trying to persuade people to buy what you sell through your words?

Let me explain it like this.

Ever see those people on the street (they're in most major cities – at least there's a lot in Seattle). They extend their arm. Pretend to be your "friend" in the hopes of giving them money to help out some kind of great cause? I don't know about you, but at least for me, they make my skin crawl because I know exactly what they're trying to do. Trying to be my "friend" in a few minutes as possible just so I can give them money to help out God knows what and…

It's probably the same reason you don't stop to give them any money, huh?

You didn't give them permission – as Seth Godin might say. Did you? Yet they keep trying day-after-day to get you to talk to them in the hopes you'll give them a credit card to help some organization you know very little about and…

What's my point with all of this?

We all have our own reasons as of why we read things, but we're really not at all that different.

You want to talk about you. You want to save time. You want something that'll help you in some way improve your life. And you don't want to be sold. You want to be helped. But there's a fine line between helping and selling someone on paying money to get that help.

Right?

So whenever you start writing copy to persuade someone to read, buy or get someone to take out their cold hard cash for you… ask yourself, "Why should someone read this?" Then write from there. Remember, we all have reasons for doing things. Here's a few (in no particular order):

Some are bored – let's face it.
Others just want to hire you cause you're hot – it's make their boyfriend/girlfriend jealous.
Some just think it'l be cool to have you on their side.
Others are lazy, and would rather pay you to do what they don't have time for because it'll save them the headache of having to find out things themselves.
Also because you might be brilliant at what you do.
Because you understand what they're going through – you've been in their shoes.
Because they want to be part of your group (and want what you have).
Because they trust you to do what you say you can do.
Because you can do what no one else can do.
Because you make them feel special.
Because you solve their problem a lot faster than anyone else can.
Because in their eyes "it's worth it."

Ok. So I'm sure you get my point with just a few random samples – which I'm sure you can add a lot more to.  In short, whatever someone's case might be in buying what you're trying to sell, try to find out all the reason's someone would read the copy you write. Otherwise, it's just noise.

Before starting "The Kick Ass Copywriter" as a debt free profitable business, I (Jared Matthew Kessler) released 5 albums of music. A book. And 3 eBooks. Switching gears to help simplify great ideas into words that sell, I help businesses stand out from the noise - not just add to it.  

Low Road. High Road.

If you have a business or are thinking about running a business you always have two decisions to make.

Take "the low road?"  Or take "the high road?"

Both of those questions will lead you into two separate categories.

For me, practically in the same week I was about to launch the new aspect of my business, but was presented with another unique copywriting opportunity that was my biggest one to date and…

Let's just say that I don't think it would've come about if I didn't take the high road (these last few months of my life and business). But much like you probably imagine, it's hard to sometimes do even after receiving my latest client testimonial that read:

"Jared has an amazing way of cutting right through all of the noise and zeroing in on EXACTLY what needs to be said. After very little time, he completely nailed my personality and branding, and wrote me a very simple website that started to get results IMMEDIATELY. With a lot less writing than I see other sites using, he communicated a LOT more and made something very complicated seem very simple." -Mindy Crary, Financial Coach

Yet, later that week someone sent me an email that they were "unimpressed" just because I replied to an email inquiry and said:

"Thanks for reaching out – I wish I could help.  Unfortunately I'm not taking on any new projects at this time.  Kind regards, Jared"

Oh and did I mention that I CLEARLY (in bold lettering) have as the first sentence on my contact page that I'm not taking on any new clients?

I didn't respond.

On top of that, I heard some people I knew talk about me behind my back – making fun of me like a bunch of high school kids.

It was weird for me. Rarely do I ever experience that… and rarely do I do nothing about it (too).

I didn't respond.

Oh and did I mention that a homeless man proceeded to tell how I should always let ladies go first (boarding the bus before my girlfriend – whom I have the best most respectful relationship with).  He proceeded to lecture me about how I should treat women.  Have all of these manners and…

Nails crusted black.  Wreaking of alcohol.  Shuffling along, he got off the bus without paying his fare.

So listen.  Probably much like you, I've taken both "the high road" and "the low road" a lot (just in these past few months). However, whenever presented with the choice to take take one or the other, I would WITHOUT A DOUBT recommend always trying to take the high road.  

The rest, always seems to work itself out without you.

Before starting "The Kick Ass Copywriter" as a debt free profitable business, I (Jared Matthew Kessler) released 5 albums of music. A book. And 3 eBooks. Switching gears to help simplify great ideas into words that sell, I help businesses stand out from the noise – not just add to it.  

Test

It's something we all do.  And what a lot of people do to us (especially in our business).

They'll put us to the "test."  "Test" us out against the rest of the competition.  "Test" our patience. Do about everything else there is to see if we're worthy enough to do the job we say we can, maybe even going so far as to require us to even take a blood "test" before offering us the job.

My point?  We're always being tested.

And it really never ends.

So how do you pass this constant and never-ending "test" everyone seems to put us through these days?

The first part is when someone first hears about you (or your website).  Or actually even meets you in person.  It's the first time someone comes into contact with you, when they form these mental images of who you are.  What you do.  And whether or not they'd like to do business with you just over the types of font used.  The colors.  The design.  And how you make them feel (through your words – copy).

In having a chance to sit down and chat with Maria Ross of "Red Slice," I've been reading & studying her book "Branding Basics," over the last few weeks and I've come to realize how really important this is.  More importantly, how quickly people judge us and…

We really have to take a look at what it's saying.  Taking the time to understand whether or not we're attracting the type of clientele we'd like to work with.

Taking that a step further, it's about…

Testing what kind of direction we'd like to take our business.  Testing new products.  New services. Seeing if certain people are the right match to not just work with, but to "partner" up with too.

Recently having the opportunity to work for a pretty recognized ad firm (copywriting), I'm continuing to test the waters with it – versus the new direction I was thinking of going in my own business.

But sometimes I wish the tests would eventually end.

From testing our parent's patience when we were younger, only to enter grade school and be bombarded with more tests up through college.  Work.  And…

I sometimes wonder, "What's the final test?  And are we prepared enough for the end result (pass or fail)?"

QUESTION: Do you love your business, but know you shouldn't be the one writing for it?  Or perhaps you may even feel you could ruin the reputation you've spent so long in building?  Heck… maybe you're just way too embarrassed to even share it with anyone because you know deep down inside that whatever you write, doesn't accurately represent who you are and what your business is really about.

If any of that sounds familiar.  Click here.  Let's talk!

Bits And Pieces? Or Everything?

A lot of small businesses look to do pieces here and pieces there.

Occasionally getting asked to do "the bio."  Or "the about section."  Or…

Someone even asked me to do their mission statement (not including a recent inquiry to see if I can help get their book in stores – strange, I know).

But let me ask you this…

What if you were to walk into a store that asked their General Contractor to just redo the outside of the store – despite everything else looking a bit old and decrepit on the inside?  And what if you walked in to go to the dentist and said, "you know can you just clean the two front teeth.  I mean that's all people look at the most."

Pretty ridiculous (I know).

It's the same way with writing copy for your business.  There's a tone.  There's a style.  And…

There should be a consistency throughout it ALL.  If not, what does it say about you?  Actually, never-mind that.  What do you think your customer's going to say about you…

Don't you think they'll notice?

I mean wouldn't you?

QUESTION: Do you love your business, but know you shouldn't be the one writing for it?  Or perhaps you may even feel you could ruin the reputation you've spent so long in building?  Heck… maybe you're just way too embarrassed to even share it with anyone because you know deep down inside that whatever you write, doesn't accurately represent who you are and what your business is really about.

If any of that sounds familiar.  Click here.  Let's talk!

Consistency (And Our Brand). Why Does It Matter To A Small Business?

For many it doesn't (especially those who just think they have a business – not a brand).  But isn't that the problem?

Let me explain…

Please watch the video below or just click here to view (if the video for some reason doesn't show).

NOTE: Before starting "The Kick Ass Copywriter" as a debt free profitable business, I (Jared Matthew Kessler) released 5 albums of music. A book. And 3 eBooks. Switching gears to help simplify great ideas into words that sell, I help businesses stand out from the noise – not just add to it.

Click here. Let's talk.

The Letter "P" (And Your Business)

It's an important, yet very simple video that I think will really help explain a lot of the things I talk about.  It's only about 3 minutes long.

Please click here if for some reason it's not showing up below (I think you'll like it).

Before starting "The Kick Ass Copywriter" as a debt free profitable business, I (Jared Matthew Kessler) released 5 albums of music. A book. And 3 eBooks. Switching gears to help simplify great ideas into words that sell, I help businesses stand out from the noise – not just add to it.  Click here. Let's talk.

The Business Acting Theory (& Offer)

As I'm starting to help more and more individuals write effective copy for their business, I'm finding a consistent problem (and a consistent solution).  You're not assuming the role of your prospect to the point that you have to try and be a REAL actor.

I'm talking to where you have a role to play – the role of your prospect.

I don't care if you're a man marketing to women.  Or a woman marketing to old and crusty men teenage boys.  You have to feel what they feel. Experience what they experience.  And view the world through their eyes (not the eyes of your business trying to sell them something).

Here's why…

Back about 10 years ago when I was in LA, I "signed" with a well respected talent agency – well before I even knew what "Copywriting" was.  Using acting to take my own music forward I went on some of the craziest commercial, film and print auditions (about 3-5 auditions a week).  From auditioning for print ads in GQ, to hosting shows on Mtv, I struggled to book anything until about a year into it.

That's when I finally succumbed to taking a commercial acting class to book more stuff – and a few days into it, I booked my first real gig (and went on to book my first "big commercial" that never ran but allowed me the option to pay $2,500 to get my SAG card).  :)

My point?

I booked it.  

I booked it because I finally understood that it was more than just acting.  It was selling.

So I started to see a consistent formula, applying it to each and every commercial audition I went on – keeping in mind that I didn't book each one but was always prepared to.

How?

I actually knew what (and how) to actually prepare, instead of being clueless like the rest. Eliminating the "it's just dumb luck" factor, I finally felt as if I had some control over my ability to book things.  But unfortunately, it was too late.

Too late because I didn't have the right information I needed at the start.  The right information from someone who already booked a ton of commercials who was on both sides of the camera (both the business and acting side). But not only that, had made their theories they were teaching work for themselves and everyone else taking their class.

That's why I'd like to offer a handful of people a personal one-on-one live call with me, charging 1/2 of my usual rate to help improve your current (or soon to be "copy") before jumping in blindly, without being fully prepared.

(click here to learn more)

(this offer and link is only valid for a limited number of people from now until 11:59pm on 8/5/11)

"Jared's a bottomless well of fresh ideas for my business that make sense and work.  Jared will forever be a valuable resource to the success of my business, as a copywriter and an idea man." 

-Alicia McLucas, Into My Own, Founder/CEO

Curious?

From a Copywriter's perspective, it's probably the number one thing we can do to get someone to take action (without the hardsell). Without blatantly telling someone what to do.  And without feeling all "salesy" just to get a prospect to take some sort of action.

In short, it's making something so intriguing.  So vague.  So interesting and mysterious that someone can't help themselves to click on a button to find out more.

And, my dear friend…

If you can do that on a consistent basis on your website.  In your newsletters.  Or in any of your copy to get someone to take action, I think you're part of the way there.  If you can't, unfortunately not much will happen, and often times this is where we divert to the hardsell – mostly out of sheer frustration from not understanding how to really do this.

So let me give you a great example at who's brilliant at this (besides all the news channels & tabloids).

Do you know who JJ Abrams is?

Just incase you don't, JJ Abrams is probably one of the most brilliant producers.  Screenwriters. And Directors of our time.

In short, he's responsible for getting us to pay him a LOT of money to watch all the movies and shows he's done like Super 8 with Steven Spielberg.  Fringe.  The newest Star Trek.  Cloverfield. Lost.  And…

Curious how he does it?

In a 2008 Ted Talk he did, he explained his fascination with something called "The Mystery Box."

He explained it like this…

He gave a story about how much he loved his grandfather.  About how he always developed this curious nature around him because his grandfather was always taking things apart.  Taking things apart because he was always curious about the inner workings of things.  Of objects.  Curious to the point that JJ took apart the tissue box in his hotel room because he was fascinated with all the parts that made it what it is.

From each fold in the box.  To the material that were used to construct it, he developed an obsession around finding how a lot of things work.

But it started when he was really young – where he developed his sense of curiosity around certain tools he could use to make things.  To construct things (which soon led to a curious nature and love for magic).  So much so that he went into a run down old magic shop in Midtown Manhattan to pay $15 for a "magic box" that provided $50 worth a magic.

A great deal, huh?  

The strange thing?

It's a few decades old.

What's even stranger?

He's never opened it – sitting on a shelf somewhere in his office.

That's where he started to ask himself, "Why have I not opened this all of these years?  And why have I kept it?"

Because for him, it represents infinite possibility.  Infinite potential.  And the catalyst for his imagination throughout everything he does…

Creating such a strong sense of curiousness that we can't wait to find out what's next.

QUESTION: Do you love your business, but know you shouldn't be the one writing for it?  Or perhaps you may even feel you could ruin the reputation you've spent so long in building?  Heck… maybe you're just way too embarrassed to even share it with anyone because you know deep down inside that whatever you write, doesn't accurately represent who you are and what your business is really about.

If any of that sounds familiar?  Click here.  Let's talk.



Otherwise if you haven't already done so, you can subscribe to the newsletter or feed for weekly tips, tricks and kicks delivered straight to your gut, heart, soul inbox.




Before starting thekickasscopywriter.com as a debt free profitable business, I (Jared Matthew Kessler) released 5 albums of music. A book. And 3 eBooks. Switching gears to help simplify great ideas into words that sell, I help businesses stand out from the noise – not just add to it.

The Superhero Online. But Offline?

That's a scary question for a lot of people to face.  Hiding behind the magical façade of pretending to have all the answers…

There's an offline part of our business that's dying to come alive.  The human side.

Taking just a few minutes to "build a relationship" offline (in-person) – it could take anywhere from a few weeks to even YEARS to build the same level of trust and rapport with any type of online copy.

Although this can get a bit scary for some – actually meeting another human being face-to-face, I think it's important to find other ways to connect.  Not just through another blog.  Email.  On the phone.  Or on Skype.

My point?

Using your copy beyond just the online part, to match it up with who you REALLY are offline.

Less Has Become More

From something as small as the copy on your business card to something as grand as an elaborate sunshine filled website, everything needs to match.  Be in 100% alignment with your brand.  And who you say you are versus what your business is really about (beyond just the words on a computer screen)…

Beyond the lengthy copy.  And beyond touting self-help platitudes that everyone's starting to see through.

Being solution based.  Benefits focused.  And doing that in as few words as possible, it all needs to come out at first, but then be cut down.

The Noise

I have two things on my business card.  One picture of a billboard sign with handwritten words that say, "Are you standing out from the noise or just adding to it?"

The other side?  It says thekickasscopywriter.com.

That's it.

Why?

Because I'm more concerned with the REACTION people get from reading the copy (not just what's written) and…

This is something I see a lot of people out there skipping.

How people react to what we've written.  How it actually makes someone feel.  And how others can get a sense of who we are by what we write (or don't write).

It's In The Space Between The Lines

So when someone asks you what you do, they know who you are by what you said.  How you said it.  And how it makes them feel (or not feel).

So say for instance someone asks me, "So what do you do?"

I say, "You know how a lot of businesses have a great idea inside their head, but for the life of them, just don't know how to go about communicating it out into the world that actually sells it in a way without the hardsell or putting people to sleep?"

I respond by saying, "simplifying great ideas into words that sell, I help businesses stand out from the noise (not just add to it)."

That's it.

That's my verbal copy.

It solves my customer's problem.  Communicates my benefits.  How I'm different.  And is actually the shortest most descriptive copy that I found explains what I do for those small businesses in my target market (that actually gets a reaction)…

Because unlike most "freelancers" out there we really need to start looking at ourselves as a business and as a brand – because that's what we are.  A brand.

As for adding anymore information than that… it's just noise.

Noise that people don't really need and detracts from anyone REALLY wanting to work with us.

Living Our Brand

So whether it's your company name.  Your blog.  Whatever it is… live your brand (both online and offline).

It's in how we look.  What we write.  What we say (or don't say).  Because who really cares how "great" we are online…  Offline, I'd just like to meet the same person…

Superhero or not.

Wouldn't you?

QUESTION: Do you love your business, but know you shouldn't be the one writing for it?  Or perhaps you may even feel you could ruin the reputation you've spent so long in building?  Heck… maybe you're just way too embarrassed to even share it with anyone because you know deep down inside that whatever you write, doesn't accurately represent who you are and what your business is really about.

If any of that sounds familiar?  Click here.  Let's talk.



Otherwise if you haven't already done so, you can subscribe to the newsletter or feed for weekly tips, tricks and kicks delivered straight to your gut, heart, soul inbox.




Before starting thekickasscopywriter.com as a debt free profitable business, I (Jared Matthew Kessler) released 5 albums of music. A book. And 3 eBooks. Switching gears to help simplify great ideas into words that sell, I help businesses stand out from the noise – not just add to it.

One Year Ago Today. Where Were You?

Do you know?

Often times we're so caught up with what's going on in the world today, that we miss out on what we've really done. What we've really accomplished.  And I think we should take a moment and get drunk celebrate.  Don't you?

For me, one year ago today is when I took on my first "real" Copywriting client (despite counting the previous 15 YEARS I was "writing copy" without even knowing it).  Fully stepping into my role as a "The Kick Ass Copywriter" it's fun to look back and see how it all started without any loans.  Investing any real money (debt).  And how scared shitless I was rapidly it took off without knowing how the frig to run any kind of business like this.

Looking Forward

For me, I love to do that by understanding how I can save more time.  Add more value.  And make more fashizzle of an impact on businesses like yours.  To the point that if I were to build and sell one of the following three products, I was hoping to see which you would most likely buy through your feedback here, and submitting your vote (it'll only take a few seconds).

Once done, I hope to bribe you with know more about what you really want – versus what you don't. Just like this blog, if a TON of people want it, it continues.  If not, it doesn't.

So did you have a chance to think about where you were (one year ago today)?  I was…

Testing It All

Seeing if anyone would hire me for my "kick ass copywriting" abilities, I posted something on my last blog and an individual took me up on it.

Then I just asked that person why they hired me.  What made me different than everyone else.  And looked at the type of person they were (sex, age, occupation)… using it to search for more people just like them to hire me.

I Was Networking

Finding meetups to meet people who needed my kind of service – NEVER meeting with other people who did what I do.  I still don't.

Looking At Myself As A Business (NOT A "Freelancer")

Being someone who's sensitive to certain words, I always look at the word "freelancer" as someone jumping around from job-to-job looking to sign up on another crowd sourced website competing for bullshit slave wages and…

Need I say more?

Getting An Attitude

I realized that wasn't good, nor was it getting me business – in fact it hurt a ton of previous business relationships I had (slowly killing me).  So I went back to the basics of what my original mentor had told me (and what worked for me).

"Be the kind of person other people want to be around."

Probably costing me about $20,000 in lost sales just this past year, that's hasn't happened in about 3 or 4 months – as I'm sure you've seen.

Focusing On What Was Working For Me (Versus What Wasn't)

If you can't already tell, at this very moment I'm not too concerned with "building an online audience."

Why?

It does't necessarily excite me as much as talking to you in person (or over the phone).  It doesn't always play to my strengths (blogging).  And it doesn't work as well for me – as it does for others.  Will it change?

I'm still trying to decide.

Ditching Unsupportive People

I'm talking about blood relatives.  People whom I had to always convince that what I was doing was "good enough" (besides the "you need a good job with great benefits and a 401k" BS of yesteryear).  Now I don't convince anyone anymore.  I just do what I do, because I have to.

Sounds like a great line for a song, huh?

"I just do what I do, cause I have to."

Stepping Into The Business Side

Being the LAST person on the planet to enjoy running the "business side" of things (sales, contracts, etc)… you know anything that has to do outside of actually writing copy, I didn't like, but had to embrace.

Realizing that 30% of my business is actually getting paid to write copy, I've really learned to enjoy it. To enjoy the marketing. Enjoy the meetups.  Enjoy working with an eclectic bunch of businesses from all walks of life (in every aspect of the world). And enjoy building meaningful relationships with other people like you, who actually care about their business.

Charging Less Than I Was Worth

It was a great learning experience though, and perhaps the greatest mental challenge I've had to overcome.  But now, I've really come to find a real comfort in what I charge.  Increasing my rate 4 or 5 times over the last year to something that currently suits me a lot more (for the kind of service I'm used to providing)…

I've always come to deliver 2 to 3 times more value that what I charge – and believe I have always done so.

Realizing that the level of people that can now afford my service are the people whom I like to work with most, the opposite of that is also true.  The less you charge, the more shady people you'll work with.  And fortunately for me, I have only dealt with one "shady" character so far.

Overcoming The Hardest Time Of My Life

Kelly, my girlfriend of the last four years was back in California paying off the last of her debt (Bailey – our Corgi was there too).  I was in a new place.  Knew no one.  And couldn't get any real employer to hire me.

Looking back, I now understood how that had to happen.  Otherwise nothing would've.

Strange, huh?

So that's just bit about where I was – a year ago today.  You?

QUESTION: Do you love your business, but know you shouldn't be the one writing for it?  Or perhaps you may even feel you could ruin the reputation you've spent so long in building?  Heck… maybe you're just way too embarrassed to even share it with anyone because you know deep down inside that whatever you write, doesn't accurately represent who you are and what your business is really about.

If any of that sounds familiar?  Click here.  Let's talk - to celebrate you'll receive an additional 15% off of any copywriting service I provide if booked between now and July 15th 2011.  Just mention this ad/blog and you're good to go.  



Otherwise if you haven't already done so, you can subscribe to the newsletter or feed for weekly tips, tricks and kicks delivered straight to your gut, heart, soul inbox.




Before starting thekickasscopywriter.com as a debt free profitable business, I (Jared Matthew Kessler) released 5 albums of music. A book. And 3 eBooks. Switching gears to help simplify great ideas into words that sell, I help businesses stand out from the noise – not just add to it.