Jared Matthew Kessler's Blog, page 4

Blah Blah Blah

We're getting there huh?  In fact, sometimes I feel like it's already coming to that.  You know?

Inundated with the same ole super-hero entrepreneur that's got it all figured out.  That seems to have everything in place.  That seems to have so many "friends" on Twitter.  Facebook.  And now "Google +1″ I don't know about you, but I sometimes don't know who to believe anymore…

And what's even a "great opportunity" for us.

My mind often wondering, "Is this just some highly inflated BS they're trying to sell me or do they really care," I feel like our brain is just shutting down from a constant overwhelm of too many people doing the same ole shit stuff.

So how do we know is the right thing for us (and our business)?  And are we starting to disbelieve just about anything and everything people tell us because there's just too many things vying for our attention these days?

I think so.

Because let's face it, there's more people going from "working a job" to starting a business.  More people unable to "find a job," so they start a business.  And more people THINKING that having a "great idea" is going to give them business that, it's getting pretty overwhelming.

Pretty overwhelming to the point that I really believe it's time to get back to the basics.  And start simplifying things in our lives again.

So what do we do?

We join another program, pay another "coach," or follow another "guru" that seems to have "the answer"…

Realizing "the answer" they have only works for them.  Not us.

Why?

We're not them.  We're us silly.

So after a few months of either sitting or pitching that "great idea" to everyone and their mom the world, we finally start to realize it's not as easy as it sounds.  Trying to do whatever it takes to get someone to buy into our "great idea."  Our service.  Or our product. It can get incredibly frustrating to get things working like we want.

Why?

Because there's much more to it than just having a great idea.  

There's more competition.  And now more than ever, there seems to be a huge increase in noise distraction on trying to sell someone on how much better our product or service is over everyone else's, that it's hard to know who to believe (even if someone really is telling the truth).  I mean how do you know?

Coming up on my first year of running my own profitable and 100% debt free business (July 13, 2010 I actually took on my the first paying client)…

I've had the pleasure of (hopefully) helping hundreds of businesses per month through this blog.  Close to two dozen completely different business owners, through my "kick ass" copywriting service. And meeting hundreds of entrepreneurs and small business owners around the globe in various meetups/networking events that it's time to do bit of reflection in helping businesses, "Simplify their great ideas, into creatively effective words and ideas that sell (without the unsell)."

Has it been fun?

Absolutely!

But it's also a lot of work.  A TON of losing big money from saying stupid shit learning.  Growing pains.  And mental breakthroughs I've had to overcome just about everything single morning I wake up, that I feel like it's time to sit back and look over the year.  Over where I want to go.  And how I want to help more businesses and inidviduals out there get away from adding to the "Blah Blah Blah."

How about 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.

Small Business Marketing Strategies. Landlords. And Kick Ass Copywriting Questions Answered.

Honestly.  That's probably the longest title you'll ever see from me again.  LOL!  But it's just because we have a lot to cover.  A lot to talk about.

Because if you haven't already figured this out (as a Seattle Copywriter), marketing a small business can get to be a nightmare these days.

There's just your average "marketing help."  Kick ass copywriting help.  SMALL business marketing help.  Marketing strategies.  Internet marketing small business strategies.  Small business marketing "solutions" (and strategies).  Small business marketing resources.  Creative marketing methods, copywriters and…

What the heck?

Who do you trust?  Where do you go to find the right resources?  The right "strategies."  And who has the nicest ass in a pair of jeans do you trust?

So here's where I hope to answer some questions being posed to the Copywriter Seattle has grown to love.  :)

Standing Out From The Noise.  Developing Your Concept.  And Kick Ass Copywriting Tips (Even Your Landlord Responds To).

Ok.  So here's the deal.

My landlord (whom I'm hoping doesn't stumble upon this), isn't the most responsive person.  You see we've "had some problems," much like most people – I would imagine.

Either way, Kelly tried a few times to contact him, without much response.  And like any sane person would do, she got mad – annoyed that he wasn't responding fast enough.  That's when I decided to take over a bit of the reigns. Crack my knuckles. And start…

Making fun of him on twitter. Emailing him.

In short, she made the mistake in thinking that it was more about us, than it was him.  So we turned it around.

Saying things like, "You know I just don't want the sink to fill up and ruin your floors.  Jared and I are worried that the toilet is going to stop flushing."  Of which I would've liked to have said, "We'd really like to prevent from having a disaster in your bathroom from the toilet not being able to flush properly.  When can we expect a plumber?"

So moving it from how YOU'RE going to be annoyed, to how your PROSPECT is going to be annoyed is always a much better choice (when trying to write compelling copy).

One alternative to doing that, is to do what I just did.  Tell a story.  One that illustrates your point. Drives home the message you're trying to get across.

So delve into your "crazy stories" archives and remember the stupid, funny or engaging stuff that happened in your life. Something that people can relate to, and can illustrate your point with.

Like to give it a try?  Or maybe outdo my landlord story I just shared?  I'd honestly LOVE to expose their ass hear more about it.

Small Business Marketing Strategies.  Tips.  And Firepoles.

For this part, I'd like to hand over the reigns to my new friend Danny (from Firepole Marketing).  We've talked a number of times and really like some of the things he has to say on small business marketing strategies and marketing for small businesses (or what some might also call, "small business marketing solutions" – but with a firepole and possibly even a spotted dog attached to it).

More specifically I forwarded this question over to Danny from one of our readers that asked:

"I was thinking more along the lines of copy being transferable across all platforms of marketing materials.. it's great to have 'kick ass copy' (mines not there yet ) and then be able to use snippets throughout all materials, cards… promo materials … incorporating in media pitches .. as part of a brand."

Danny replied:

"The thing to remember is that there are two factors that contribute to the effectiveness of a message: the fit between the message and the audience, and the context in which the messaging is presented. Assuming you're targeting the same audience, the fit with the message should remain the same, which means that the words would be equally effective online or offline.

The challenge comes with the change in context, and here it becomes a question of understanding your sales cycle, and at what point within that sales cycle the prospect will be exposed to each piece of promotional material. If a similar context exists, then you can re-purpose written content quite easily. Sometimes the context is quite different – they've been exposed to you in a very different way, and the nature of the relationship is qualitatively different. In that case, different material is called for."

Does that make sense?

So say for instance we take something as simple as a business card.  Here's mine I hand out (with the "front side" up).

As you can see, it's the same as my site.  Repurposed.

Because I really believe that something as simple as a business card should sell what we do without the hard sell.  Without being that person that just rambles on about how great we are – completely ignoring how others might tune us out from the excess rambling about how much our product or service is going to revolutionize the world.

Copywriting 101.  We don't care (and I don't mean that in a harsh way – just to get people thinking more about our potential customer and what they're actually dealing with, not just us). Which reminds me…

Anyone have a great networking marketing story they'd like to share?  :)

Going back to what Danny was mentioning, I really think we need to make sure all our marketing materials keep consistent with our brand and what our prospective customers expect of us.  Because we're always being judged by our marketing materials and strategies within a matter of seconds.

It's in:

The quality we feel, see and deliver.
The kind of fonts we use.
How we communicate our message.
The graphic designer we choose (or don't choose).
How we dress.
What we say.
How creative we are in our presentation.

And that's just to start.  Right?

Kick Ass Copywriting Questions Answered.  Newsletters.  And Tree Trunks.

As far as some of the other questions people asked (more specifically about starting a "successful newsletter") is that you first have to really define what "success" is for you.  Really.

For some it's having a few hundred people on your newsletter.  For others, it's a few thousand to hundreds of thousands.

Either way, it's developing such great content and such unique solutions to that content that someone says, "Hey this is amazing!  I'd like to share this with everyone and their mom know more about what you have to say." Then offering your signup button as a solution to their problem, while at the same time giving something of value in return – in exchange for someone's email.

And that starts the never ending process of finding out exactly what your readers want.  Delivering it.  And then repeating when necessary.

For some it involves SEO copywriting.  For others it involves bribing people with highly embarrassing high school graduation pics just to get someone's attention involves having nothing to do with SEO copywriting, except writing content that's so amazingly useful for an audience, that tons of people share or retweet whatever it is that you have to say (without even asking).

I guess what I'm trying to say is that there's no real magic to it, but it takes a LOT more work and time than anyone might think – and we're still not guaranteed any level of "success."

So honestly, I'd be more concerned with what actually works for you, versus what everyone else does. Because for me…

I just look at everything like a tree trunk.

You're message to the world is the trunk.  The branches are your products, services and marketing.  The leaves and flowers?

It's what happens when you take care of the rest.  Feed it the right nutrients.  Let it breathe.  And give it just the right amount of light to hopefully let it bear enough fruit to feed your family.  Pay your bills.  And live the life you hope to live and share with the rest of the world.

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 it's just sucking up way too much time away from doing the more important things that need to get done… and to top it off, you don't have any real clue on how to stand out from the noise, not just add to the overabundance of it.



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.

 

Four Weeks + One Goal= ROCK OUT WITH YOUR COPY OUT! (Part 4 of 4)

Ok.  So now it's YOUR TURN my budding kick ass copy experts.  :)

In week one, we talked about some of the basics that one might try and adopt do if they were to ever dare to call themselves a "Kick Ass Copywriter."  And for those who haven't felt quite that comfortable with earning their stripes yet, I covered a few other basics in part 2 (while trying to pick a few web site examples that apply the things I've mentioned – in part 3).

But I have to say, although I loved getting some great feedback and praise through my personal email (which I HIGHLY appreciate), I was hoping to get a bit more action through the comments section of my blog.

Not only because it will make me look that much "cooler" in front of everyone (for lack of a better word)…

But also because I think people will have a lot of the same questions you might have (and/or they're just too shy to ask it).  You know?

Either way, I'd like to hand this blog over to you.  My readers.  So please feel free to ask away in the comments section of this blog post and I will make a 100% commitment to you, that I will answer any questions you might have surrounding the topics we've been discussing these last few weeks oh…

And to everyone else (Karolyn, Cadi, Bob) who had left a previous response to what they're REALLY looking for in a blog like this – I'll be specifically addressing those in the next blog. Ok?

I promise I haven't forgotten about anyone.  :)

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 it's just sucking up way too much time away from doing the more important things that need to get done… and to top it off, you don't have any real clue on how to stand out from the noise, not just add to the overabundance of it.



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

 

Besides that, if you haven't already done so, you can signup for free UNnoisy updates and get a chance to win a 30 Minute Strategic Copy Review Session (monthly drawing).  Receive s pecial "newsletter-only" sales, events and… learn the inside secret to why Bailey's paws smell like Tostitos (HINT: I'm just as fascinated as you are). LOL!  :)

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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 other businesses like yours thrive, I simplify crazy ideas into words that sell (without the UNsell).

**Oh and any typos or grammatical errors are "my personal gift to you" – as I purposely do that to see if you're paying attention.**

Four Weeks + One Goal = ROCK OUT WITH YOUR COPY OUT! (Part 3 Of 4)

In a quick recap.  The first part of this series we talked about…

Green mohawks.
Hustling.
Getting some action.
My slacknesstude.  :)

In the second part of this series we talked got a little spicier and talked about…

Eliminating words and phrases that pique (thanks Ava for pointing out my misspelling on the last one) our B.S. factor.
Gucci Slippers.
Going Psycho-ologist on someone.

This week's lesson, we're going to actually go through and analyze a few simple/cool sites that first come to mind and are applying a lot of the things that I'm talking about.

Ready?

Wait… this is harder than I thought to teach this kind of stuff (insert 4 day break here – and TONS of cups of tea later).

Ok.  So let's go check out the first site.

Lynda.com - Now what is Lynda?  It's an online tutorial based learning center.  It's brilliant!

First let's start off with the pain.  The pain that things are changing so fast, that if you're not up-to-date and educated with what's going on today, you're going to be left behind.  And that's not good is it?

The benefits?  Learn anywhere you want.  On your terms.  Unlike sitting in a classroom and being unable to rewind the teacher's lessons, you can do it here.

Pause it?  Sure.  View it a ton of times if you don't understand something?  Absolutely!

You can learn more (where it sells you on just a few of the most important benefits to YOU).  Or you can just subscribe.  On each page it has testimonials – which builds trust.  Oh AND it displays major companies who use it too (more trust).

Zipcar.com -  If you attended my live workshop I did in Seattle, you're probably familiar with how much I love their copy (mainly because they write in all lowercase lettering – my excuse I give to people on why grammar doesn't mean much when it comes to writing GREAT copy).

Ok… so let's get back to it.

Oh and if you'll notice something right off the bat, Zipcar it's NOT a car-by-the-hour.  It's a car when YOU need it (another way to illustrate the importance of a great tag line).  See how much of a difference there is?  Not let's get to it!

Upon visiting their site.  It's super simple.  Fun.  And…

You immediately get to see if it's for you.  And how it works.  Again notice their grammar – it's all in lowercase (sorry, I had to put that in there again)  :)

Ok.  So what's the pain points?

Saving money (where they actually list how much money you save over owning a car).
How much better it is over public transportation.
How much of a pain in the ass it is owning a car (going into detail).

So how does it benefit you?

You don't pay for gas.
Insurance is included (versus most of car rental places that you get KILLED on).
It super convenient (for those who live in a city – their target audience, you just walk to any of the cars parked in certain lots).

Easy.  Right?

Oh and remember their USP (Unique Selling Proposition)?  Why they're different than any other car rental place?  Look how clearly it's communicated.  Look at the feel of the site.  MUCH friendlier than any other car rental place.  Huh?

How cool?  How convenient, huh?  Now onto the last example.

Orabrush.com - Has one of the most brilliant marketing campaigns.  So much so, when I saw their youtube video, I wanted to go and see the movie (the only thing was, it wasn't a real movie).  LOL!

So let's dissect their copy.  Shall we?

The pain (of their audience)?  Bad breathe is keeping you single!  Ohhhh (good one)!  Embarrassed over bad breathe?  ANOTHER great one!  How about the FEAR OF BEING EMBARRASSED OVER OTHERS SMELLING YOUR BAD BREATHE?  Oh noooooooo!!!!!!!!!!

How their different than the competition?  Most bacteria that causes bad breathe comes from your tongue (basically inferring that mouthwash isn't good enough).  Nice!

Oh and notice the testimonials of users and how it's an accredited company with the BBB (build's trust).

So does this help?  Is it starting to make a lot more sense?  Can you see how you can apply a lot of what other people are doing to your current site?

If so, please stay tuned for part 4 (next week).  I think it's really going to be the best one yet.

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 it's just sucking up way too much time away from doing the more important things that need to get done… and to top it off, you're way too embarrassed to even share it, because you know it doesn't accurately represent who you are (and what your business is about)?

 

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

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 other businesses like yours thrive, I simplify crazy ideas into words that sell (without the UNsell). 

**Oh and any typos or grammatical errors are "my personal gift to you" – as I purposely do that to see if you're paying attention.**

 

40 Things You May Not Know (Or Care To Know) About Me – But Think You Should.

Before I release part 3 of 4 of how to "Rock Out With Your Copy Out" I thought I'd break things up a bit.

Recently inspired by Corbett Barr's free eBook entitled, "18 Months.  2 Blogs.  Six Figures," I felt it was really important to share something like this with you.  Always looking to find ways to connect with my readers, I kinda feel like some people getting this don't really know me and…

I don't know.  I think that's kinda weird.

So here's a list of things you might not know (or care to know) about me, but think you should.

1 – I originally thought Bailey (our Corgi), was the ugliest dog ever. But now, I don't think I could live without her. For those that don't know about Bailey, my girlfriend Kelly had gotten her from a breeder when she was just a few weeks old.  Bailey loves people – but really hates other dogs.  It's weird.

She also makes this crazy moaning noises when she "gets all crazy" as Kelly would say.  Oh and she also has separation anxiety (which means, she turns into Cujo whenever we leave).  I mean can you blame her?  Who wants to be stuck inside our place without me?

2 – I want a tattoo really bad, but they scare me. I was walking down the street the other day and saw like this 16 year old with tattoo's all over his face and body.  I was like, "Dude.  How are you going to ever make a living?  Did you ever think about that, before you went off and did something like that?"

Then I though of his parents (although he probably doesn't have any)… but if he did, I just wondered how they could allow it. Maybe they own a tattoo shop?  Now I wonder if that industry was "hit by the recession."  Kind of interesting to think about.

I mean you can't really get a tattoo online.  Can you?

3 - Ever since I was a kid, I always had friends that were a LOT older. It's weird.  I mean when I was in my twenties I had REALLY amazing friends that were in their forties.  I don't know why.  It was like that when I was young – always having friends that were a lot older than I was.

Although it could get pretty creepy if I was like 14 years old and hanging out with 28 year old guys.  Creepy for the 28 year old (I would probably just look a lot "cooler").

4 – I made my own lunch and did my own laundry since I was 10 years old. It's true.  The funny thing was, when I got to college I was the only guy who knew how to do laundry.  My girlfriend Kelly always get's irritated by that fact because her mom was always the type that did this for her – even when she visits.  I won't go into anymore detail on why this is, but I like the fact that I don't do my laundry anymore.

5 – I was only 17 when I started college (and graduated at 21 years old). I went to West Virginia University and entered as an "undecided major."  It wasn't until I discovered behavioral psychology that I was really fascinated in why we do the things that we do.

So I graduated with a psych degree.  It was hard.  I didn't know what TRUE studying was, until I went to college.  The weird thing is, I learn more from books than anything school ever taught me.

6 – I think companies that ask for a "resume" are a fucking joke! I'm sorry.  It's just so like, "Are you kidding me?"  You want to see a resume?

That's probably the number one reason that my own business has to work.  There's too many businesses that if it didn't, I couldn't deal with them asking for my resume (I already went off on a few).  :)

7 – I worked at over 30 different companies (for a span of close to ten years). It's scary.  I know.  Most of them were temp positions (here's the list of all of them and what I call, "The Most Honest Resume" that would make me SO HAPPY to be able to give to a company if they responded, "Man I love that!  Here's a $500,000 year job to help reshape our company because of all of your experience."

Know any?

8 – I hated english class. I don't know if it was the teachers I had.  Being told what to read.  Or just the fact that I'd rather be home playing guitar, but I just hated it.  I think I got like a 750 SAT score in high school.

It's probably because I had such a low self-esteem.  Didn't we all?  I mean honestly, I played sick in school every time we had to give a speech or stand up in front of the room in front of people.  I don't know.  I just froze up in front of people.

Up until a few weeks ago, I feel like I really conquered it.

9 – I've played guitar for over 15 years.  Keyboard for about 10.  And have a 6th album all done (it's all instrumentals). I'm not sure when I want to actually "release" it, but music just makes me so happy sometimes.  To the point that if I don't listen to it sometimes, I feel like I'll just explode.

I'm listening to Michael Jackson right now.

10 – I can drink Green Tea all day long. I think I'm up to about 2 or 3 cups a day.  Whole leaf is so much better than just the regular packaged kind.  I have a iron tea pot.  Little tea cups.  And for some reason only like Splenda or Equal with it. Practically living in cafe's, writing for the past 10 years or so…  I changed to just Green Tea about 5 years ago and my body just doesn't agree with coffee.  I wish it did.  I just doesn't (to the point where I tried it about 2 or 3 times and the next day I'm sick).

11 - I used to be really into Tony Robbins. When I graduated college, the first book I read was "The Road Less Traveled" by M. Scott Peck.  Then I somehow got into Tony Robbins book, "Unlimited Power" (or something like that – too lazy to get up as I'm writing this in bed).

It got to the point that I was "crewing for him" and… I just met some REALLY amazing people through that (and really fucking weird people too).  I still can't believe how much money people pay to go see him.

12 – I read a book a week for about 2 years straight. When I met "The Billionaire" as I call him, in my first book, I was so committed to "being my best" that it like took over my life.

In reality, it only took about 1-2 hours a day to do.  It was still a pretty big commitment to make.  Now, I don't think I've finished the last few books I've read.

13 – I opened for "Electric Light Orchestra." Back when I was into the whole Tony Robbins stuff, I used his principles to book shows.  So I sent this guy a cassette tape.  He loved my professionalism and ability to be persistent without being a dick, and that was it.

But to be honest with you, I didn't know who they were.  I went into some store in Princeton, NJ to get a cd to hear more about them.  So I told the guy behind the counter that I'm playing some festival opening up for E.L.O. or something and was wondering which cd of theirs to get.

He looked at me like, "Dude you're opening for E.L.O. and don't even know who they are?"  It was interesting, though.  Still I haven't met anyone up to this day that said, "Oh hey… I saw you open for E.L.O. at the NJ Balloon Festival back like 15 years ago."

Here's two pics – see for yourself.  One. Two.

14 – I signed with a well respected talent agency "back in the day" and landed in some crazy auditions, commercials and tv stuff. It's true.  It's how I originally got into credit card debt.  I was going on a ton of auditions a day, and I couldn't keep a day job (and "waiting tables" scared me).  So I basically lived off of credit cards from 1999-2001.

Seriously.  Check this tv show I was in (it's on youtube).  It's hilarious!  Wait about 25 seconds in (I'm the guy playing guitar in it).  :)

15 – I can be really funny when I want to be and was seriously thinking of going into comedy. When I had some horrible experiences living in Florida, I thought that might be the only way to get through living there.  I chickened out – actually I just didn't feel like borrowing someone else's car to go down there to do the Open Mic at the local comedy club.

16 – I never went to my high school prom. Mainly because I was just too nervous to ask out any girls.  I don't know.  Some girl who had a locker right next to mine I was told, "Wanted to go to prom with me."

I didn't like her, so I didn't go.  I don't know.  It just didn't make sense to do something I didn't want to do (now that I look back on things, that's never really changed).

17 – I never went to any of my high school reunions. I just feel like why spend the money to get a plane ticket to see people I'm not really friends with.  I don't know.  I don't get it.  It's just too weird for me.

18 – I only had one boss I liked (out of the 30), and he fired me. His name was Ken.  He worked in medical malpractice insurance.  I learned so much from him – in terms of just business.

He was hilarious!  We made fun of so many people, by putting them on mute when they rambled on about shit we didn't care about.  It was the only way we could stay sane (and that's why he was the best in his field).

19 – My first apartment didn't have a bathroom in it. I know that might sound weird, but it really didn't.  It was like a college dorm (it was down the hall).  I don't know why I'm mentioning that, other than the fact that whenever someone asked me where I lived, I was always embarrassed to tell them (back then).

20 – I hung out with Bud Bundy a few times (David Faustino) – I was in an acting class with his girlfriend and she invited me over.  I had no clue her boyfriend was this guy.  But he was really laid back (seemed to smoke a lot of pot).  Had a house up in Hollywood around the corner from Jerry's Deli.

I actually watched the Oscars one night with him and some friends, and went to a party on another night at his place.  Back then I feel like I had some pretty amazing opportunities, but I don't know…

I was just so butt poor (and so unsupported by my family) that unless I "booked something" it didn't really mean jack.

21 – I haven't eaten meat in over 18 years.  I saw a really crazy film of what they do to cows and animals, and it just didn't feel right to participate in something like that.  I mean the fear in an animals eyes of what was happening to it – my heart just sank.

I couldn't ever do that.  However, I do eat fish.  I don't know, I've never felt this way with fish – I've never seen any emotion in their eyes.  If I did, I would probably think differently.

22 – Sometimes I try to look at a person in a parking lot and guess what kind of car they drive, just by how they look (or act). Most of the time I get it right too.  It's weird – I know.

The other day I saw an old school porsche in the parking lot of this burger joint I always pass.  It was crazy.  I saw everyone outside and couldn't find the person whom I thought it belonged too.  As I got closer though, I saw someone sitting in the driver's seat.

See.  I told you I'm pretty good at that game.

23 – I think at the top of every credit card statement it should say, "Remember now.  The borrower is a slave to the lender." It honestly made me really happy to see this video where a couple foreclosed on a bank.  I think there should be more of that.

24 – I want to make $100,000 per speech. I saw a well-respected booking agency that has a lot of big profile people and what some people get… and was just floored at what some people make per speech.

Just 3 of those a year and I'll be happy. Shit.  Give me one!

25 – There's a creepy guy at the gym that looks at me really weird. I have gay friends.  And let's just say this guy is like creepy/stalker type.  He purposely sits next to me when I do situps and just feel so violated when he's next to me.

Of course he seems to know everyone in the gym (and I'd look like an ass if I approached him on it).  What am I supposed to do?  I'm just grateful I haven't seen him in a while.

26 – A lot of people think I'm in my mid twenties.  I'm 36 years old. It's weird.  Kelly's 37.  But people think we're a lot younger.  I think it's the Green Tea.  :)

27 – I read my horoscope almost every day. Ok.  Now I'm not big into it, but it just seems to be so right on, I don't know what else to do.  It's like instant connection – to the point that I think I might have a problem.

Just kidding (I'm a Scorpio).

28 – I tried talking to Bailey about my problems one day – and she didn't help. Kelly told me to try it.  "She's a great listener" she says.

Bailey just looked at me weird.  :)

29 – I often wonder what I could do/be if I had a better family. Nothing to go into, but I don't know.  I just think I'd be mega rich and happy (if I did).  I'm not blaming anyone for this, but I just think it would've made things so much easier if I did.

30 – I still need to work on my listening skills. I don't know.  I'm just a passionate person and often know what the next thing is that someone is going to say.  It's not a bad or annoying thing.  I just need to work more on my listening – just saying.

31 – When I was younger, I went on a cruise with my parents and a tour guide took us to a nude beach. OMG.  It was hilarious.  You heard me on camera say, "Maybe we should ask some people down there for directions."

32 – I never get tired of Chinese Food. I don't know what it is.  Some say "it's a jewish thing."  I don't know.  I think I can eat it all day though.

There a place called, "Chopsticks" around the corner that I love.  The lady there is so nice.

33 – People that smoke in front of me, bother me. I just think it's so selfish (maybe I'm still angry at my some former family for smoking around me when I was young).  But I don't just get where people here in Seattle are so into the environment and riding bikes, that they don't care enough about themselves and their bodies or anyone else around them (for that matter).  Sorry smoking people.

I just always seem to be stuck behind the person that smokes and could care less about anyone else other than themselves.

34 – I'm confused as of why so many people are scared to hear the truth. I don't know.  I guess no one likes to hear it.  But sometimes I feel like it's important to share.

Actually, just on more important issues.  Not on whether or not someone is annoyed with me on sharing this.

35 – Sometimes I'm really scared to hit that "Publish" button.  I'm always curious to see what everyone thinks though.

36 – In 2006 I switched gears to get more into instrumental music.  I shared it with a friend and she thought it sounded like it should be on tv or in commercials.  So I sent it to some people and a guy at Mtv responded.  In short, for the next 4 years or so I've been getting anywhere from $1 to $500 a month for it playing in shows called, "Two A Days."  "True Life."  And "My Super Sweet Sixteen" – which by the way I think is pretty bad.

I really loved "Two A Days" though – the music in it.  That's when I thought I would get more into doing music for tv and film (until I found out how political everything was).  And that I couldn't compete with other people that had stronger connections.

It just frustrated me that I couldn't break free from "knowing someone in the business."

37 – My favorite "job" was being an overnight bellman at the Ritz Carlton.  I had a chance to meet and check-in some pretty amazing people.  It was located in San Marino, CA (right outside Pasadena).

I checked in Bill Bob Thornton (really present – like I expected).  Meaning he was just very in-the-moment.  He tipped me $40 and didn't say much.

I checked in Nancy O'Dell (who I was told tipped everyone at least $20 – I only got $5 and I'm still upset). I checked in a ton of baseball players (whom I didn't really know), but remember taking some crazy ass party girls to this really famous baseball player – oh and I found out he was married (the next day).

"Oh really" as Kelly would say.

I also got to hear about how Eminem stayed there and got pissed at one of the guys for looking at him the wrong way.  I think they said his alias was "Mr. Pink" or something like that.  You know.  The name someone puts down for them, so you don't know it's them.

I also saw some couple having sex in the hallway – really weird.  I also saw Michael Keaton there and the security guy I was friends with hung out with him and chatted a bit.  He said, "What kind of movies are you doing now bro?"  He responded, "When you do a film like Batman, you can pretty much do anything."  I was told that he would cruise around with this really long skateboard.  Kinda weird.

Also, all the bellman had each others back.  We were like a fraternity.  The only thing is, I hurt my back.  Had to file a "work comp" deal… and let's just say it wasn't good.

The management people there were a bunch of a-holes.

38 – I'm 3 for 3 in court. All of which were for people that really deserved it (2 times I represented myself).  I didn't win much in any of them.  But everyone we sued lost a TON – and I'm so glad they lost.

One thing to mention.  I'm the nicest guy.  It's just that when someone tries to do some shady shit to you, this thing in me kicks into gear, where I will fight someone until the death.  And I LOVE IT WHEN I WIN AND PEOPLE UNDERESTIMATE ME.

Can you tell?  LOL!

Each time, these people didn't believe I was going to follow through on things and would be as prepared as I was.  It was so much fun!  I tell you.  It's just make me so happy – probably has a lot to do with my sign (Scorpio).  Or growing up with a mother who always had to be right.

39 – Every morning I spend about an hour or so reciting affirmations.  Praying.  And asking for complete guidance into what I need to do next.

I always forget to remember to ask for multitudes of riches.  I'm still waiting.  But I always feel like when I need things most, somehow, somewhere something comes through.

40 – I've probably lost about $10,000 in ego-related stupidness in turning down people that wanted to work with me. Besides probably 2 or 3 people that were just bad apples, it really adds up to a lot of money.

Although I often try to let things like that go, its sometimes pretty hard to do.

So that's it.  You now like me.  Don't care about me.  Love me.  Want to hire me.  Unsubscribe.  Subscribe.  Or share this with everyone you know.

I'm not sure what I hoped to get out of this, other than at least getting through the thick surface of trying to hide who I am behind a laptop screen.  Of course that's not everything about me (I'm still young).  It's just stuff I thought you may not know (or care to know) about me – but think you should.

Did I leave out anything?

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 it's just sucking up way too much time away from doing the more important things that need to get done… and to top it off, you're way too embarrassed to even share it, because you know it doesn't accurately represent who you are (and what your business is about)?

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

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 other businesses like yours thrive, I simplify crazy ideas into words that sell (without the UNsell).

**Oh and any typos or grammatical errors are "my personal gift to you" – as I purposely do that to see if you're paying attention.**

 

Four Weeks + One Goal = ROCK OUT WITH YOUR COPY OUT! (Part 2 Of 4)

Ok.  So in the first part of this series we've covered:

How to stand out from the noise.
Create a deeper level of rapport with your audience.
And create some sort of "call to action" (giving us a place to go – before boring people to tears with our evil little "pitch").  :)

Which to tell you the truth IS pretty evil if you're "pitching" anyone.  And to be honest with you, I wouldn't even use that word "pitch."  It scares me.  And you'll probably scare much of your audience too (and that's not good – unless it's halloween, of course).  :)

Which reminds me.  Remember those plastic little costumes we had when we were younger?  I think that's why I wanted to be Batman when I grew up.  LOL!

Ok, that's another post.

So here's the first step to ROCKING OUT WITH YOUR COPY OUT this week.

STEP 1 – ELIMINATE ALL WORDS & PHRASES THAT PEAK OUR B.S. FACTOR.

When I asked a few people on Twitter this, explaining how the over-using the word "success" just seems like nails on a chalkboard to me… other people also mentioned the words like:

"Robust," "engage" and "deliverables" by @beautsimple.

"Innovator" by @sheneeh.

And I mean, there's a ton, huh?  Have anything you'd like to add to that?  Did we get them all?

In other words, you really need to look and eliminate those words or phrases that perk up someone's B.S. factor and for lack of a better word is just so plane.  Boring.  And non-descriptive of who you really are and what you're really here to do.

Why?

Because we're just so overwhelmed these days with mundanity that it's just like…

Once we feel like we're being sold some over-top-promises a lot of people's brains just shut down.  So go through your copy. And eliminate any words that give you a sense of like, "OMG… this sounds like every other BS type of program I bought into that doesn't work."

Does that make sense?

STEP 2 – KNOW WHAT MAKES YOU DIFFERENT (AND OWN IT LIKE A PAIR OF GUCCI SLIPPERS)!

Do they even make Gucci slippers?  Anywho…

Whenever I take on new clients, this seems to be a pretty important thing for people to get.  In short you need to really go deep into why you're different than all of the other people out there that does what you do.

To the point where someone might say, "OMG… you're the man (or woman)!  I've never seen something like this before."

But again, you don't have to wear the green mohawk, grow a beard like ZZ Top (which reminds me of some random lady I saw the other day – bad I know), or go join the "Peace Core" when everyone around knows it's not you.

So here's a great exercise.  Go ahead and Google what it is you do.

Now pull up 5-10 different people in that field or professional.  If you're really crazy, go ahead and search 50-100 other people (and please don't be one of those people that says, "Oh no one does what I do on the planet"). Because, listen… there has to be someone out there that does what you do – but just not the way you do it (which is what we call your "Secret Sauce"). Mmmmm… I'm getting hungry already.  But…

Now you can't stop there.  Ask yourself, "Why would someone choose me over them?  Is my product or service really that different?  How can I communicate that to my audience?"

Making sense so far?

Great!

Now look at it from the perspective of your audience.  How do they benefit from your experience and how different you are from everyone else?  And what is it that you can do for them that no one else can?  What's "your thing?"

Now communicate that to us in words.  Put in in your website somewhere.  Put it in your F.A.Q. section.  Add a section to your website that says, "Why We're Da Bomb!"  Or start a section called "Here's Why People Send Us Flowers."

Whatever!

Just slap us in the face with it!  Make us love you.  Support you.  Get behind and fight for everything it is that you do.

STEP 3 – GO PSYCHO-OLOGIST ON SOMEONE!

How?

Find what their struggling with.  Find their deepest fear.  Find their biggest frustration.

You can do this any number of ways.  Send them a survey at Kwik Survey's (it's free).  Or if that feels a bit weird, just ask people. Call them.  Talk to them.  Whatever you need to do to get that kind of information from the people you're marketing to, it's going to serve as invaluable data (to help steer your super marketing vessel across unchartered territory).

Here's why.

I gave this example to everyone in my live first workshop I put on a few weeks back.  One of my previous clients was a "Business Consultant" who works with turning around businesses and… I was quite alarmed to find that some of the biggest fears and frustration of his clients were:

Fear of the competition taking the lead – without them even knowing it.
Fear of making the wrong decisions.
Fear of not doing well enough, to the point where they have to let go some of their employees.
Fear of "letting someone else in" to discover certain trade secrets, then working with (or selling it) to the competition.

Pretty powerful stuff, huh?  So what do you do with it?

I'll go into more detail next week on part 3 of 4 – sorry I had to put in the cliff hanger.  :)

But seriously, does this help?  Make sense?

Or are you lost?  Confused?  Happy?  Sad?  Or need to feed your dog (like I do)?

Please feel free to leave your comment below – I make sure to answer each and every one.

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 it's just sucking up way too much time away from doing the more important things that need to get done… and to top it off, you're way too embarrassed to even share it, because you know it doesn't accurately represent who you are (and what your business is about)?

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

Besides that, if you haven't already done so, you can signup for free updates and get a chance to win a 30 Minute Strategic Copy Review Session (monthly drawing).  Receive s pecial "newsletter-only" sales, events and…  learn t he inside secret to why Bailey's paws smell like Tostitos (HINT: I'm just as fascinated as you are). LOL!  :)

Just click here to .

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 other businesses like yours thrive, I simplify crazy ideas into words that sell (without the UNsell).

**Oh and any typos or grammatical errors are "my personal gift to you" – as I purposely do that to see if you're paying attention.**

Four Weeks + One Goal = ROCK OUT WITH YOUR COPY OUT! (Part 1 Of 4)

Ok… I'll be honest.  I've been slacking (the first part to admitting any kind of mistake). LOL!  But listen. It's not without reason.  And not without looking at certain parts of my business to say and admit, "You know what? I've promised my readers who've signed up to my blog and newsletter and haven't at all been delivering."

And that's my fault.  I take full 100% responsibility for that.  And I deeply apologize if it's kinda sold you (more than maybe helped you).

So from this point forward, I promise to make it up to you.  How?

By upping my game.  Up yours (sorry I had to steal that from a subscriber)!  :)

Here's how…

I recently asked everyone on this newsletter/blog what everyone really wants from me.  If you haven't already told me and it's something you want me to cover, it's pretty easy.  All you have to do is click here and leave as much detail for me as you like in the comments section.  And that's it.

Deal?

Although the primary focus is helping small businesses write "kick ass" copy, I'd be happy to include anything else you like (and feel is important to share with the rest of my subscribers).

I also just signed up for something called, "The Hustle Project" about a week ago and realized, "You know what?"  I need to get back on my game (and I can't let my current newsletter and blog subscribers suffer, just because I've been focusing on client work)!

In short, "The Hustle Project" just showed me exactly how important it is to get back on top and start "hustling" again.

Especially the online game!

Now if you remember back from when I did the "Go Renegade Or Go Broke Telesummit" I was part of a $600/month mastermind group.  The only thing is, it didn't resonate with my core being, in that I made a pact to myself.  My girlfriend. And even our Corgi Bailey to NOT EVER go back into credit card debt again – no matter what the reason is.

And unfortunately the old program I was involved in, didn't get this.  However, the new program does (which I can't tell you how excited I am to be a part of).

Not only that, as some people might remember, I know Adam Baker from my personal journey to abolish and live a 100% debt free life and business (the person putting this project together with Corbett Barr), and they're the real deal!

As a matter of fact, I listened to the first call (and bonus videos you get for signing up), and Adam pretty much explained to a "T" exactly how I started "The Kick Ass Copywriter" as my first profitable and 100% debt free business almost a year ago (without ever looking back).

What's more about this program is that I already met some great people I'm going to be doing "guest posts" for.  People that have thousands upon thousands of people on their blog - not to mention how many great entrepreneurial people that I've already met that are on a similar path.  :)

I also feel 100% respected. Trust what they have to say as highly valuable content to help take my business to the next level.  And not only that, it has a 30-day trial and money back guarantee – which hardly even breaks my bank account for being in a program like this.

Not only that, I already learned a ton from them (just from the few calls I was already on).

So anywho, I don't want to go much more into that, because we've got a lot of  things to talk about in this newsletter/blog series.  But if you want, here's the link to find out more about "The Hustle Project" and how you can sign up for it.

Now let's get back to my original idea of ROCKING YOUR COPY!

This is part 1 of 4, and each one will be highly valuable and important for you to understand and do in your business (online or not).

Step 1 – You really need to know what you're going to do to stand out from the noise.

Meaning this.  You have got to get our attention.

And I do not mean shaving your head and wearing a green mohawk.  I mean, you have to have to have some kind of short, catchy, witty headlines that make us curious enough to want and know more.  Not only that, it has to be in line with who your audience is.

So what's the best way to do that?

Ask yourself, "Who's my ideal client?  The person that loves me the most?"

Now you have to start asking yourself things like, "What kinds of tv shows do they watch?  What kind of magazines do they read?  What kinds of stores or brands do they visit."  Then just really look at how they're being sold (or advertised to), and more importantly…

See what get's your attention.

For instance, if you market is fashion conscious professional women ages 30-65, you might want to find magazines like Marie Claire.  Magazines maybe like Allure.  Cosmopolitan.  Vogue.  Oprah's magazine "O."

Now…  and this is really important…

Start to pay attention to the things that steal your attention. Seriously.  You'll start to see a pattern for what get's your attention. Now ask yourself, "Why did it get my attention?  Why did that headline pop up for me?" More importantly, you'll start to see each headline will have a few things in common.

They peak your curiosity.  They're sometimes vague (forcing you to want to read more).  Maybe some are written in a way that gets you to say to yourself, "Wow… that was pretty amazing."  And guess what?

That transfers into what you need to do online with your web site.  Blog.  Or whatever it is you're offering or selling.  Does that make sense?

Then, you can do like I do.  Bookmark the site.  Add an extra folder to your email that say's "kick ass emails that stole my attention."  Or even go as far to get a manilla folder and start ripping out ads in all the magazines you love that… again… got or stole your attention.

But it can't stop there.  Next is…

Step 2 – You have to create some kind of rapport with your audience.

This is what was hard for me first starting out (and especially a challenge if you're really passionate or love what you do). The reason I say that, is because we can sometimes scare the crap out of people.  Seriously.  LOL!

Here's what I mean…

I was recently talking to a potential new client who's doing really well on the local news circuit.  So I visited her website, and saw a number of great videos there (that were quite moving).  In short, she a very powerful life coach that helps families and kids deal with bullies.  Pretty amazing, huh?

As I told her, I was really moved – to the point where I could feel what she was saying.  More importantly I could feel how important this mission was (to her).

The only thing is, when you're really passionate about something, it can sometimes comes off as preaching to people.

And no one wants to be preached to.  So how you stop that, is by taking yourself out of the picture and putting yourself completely in your prospects shoes.

So for instance, if I'm a "life coach" without understanding how important getting rapport is…  You might go to their web site and read something like:

"Change your life.  Change your attitude.  You deserve to be the success…"

Ughh… honestly, I don't think I can write anymore than that – but I'm SURE you get my point.  Right?  However, that's not because they're not any good at what they do.  It's because they're telling us about themselves – and we don't care. We don't care about them.  Why?

Because I have a problem, and I'm hoping you can help me through it.  Like… now!

Now here's the difference in what I mean.  This is what happens if you write copy that put's yourself in your prospects shoes (which I'll just kinda do on the fly).

Listen… I know there's a ton of coaches out there.  And quite frankly it can be pretty overwhelming to try and find the right one that both understands who you really are.  What you really want.  And isn't so over-the-top spiritual that it practically scares the crap out of you with a barrage of:

*False promises.

*Get-rich-quick schemes and…

*False claims on how much they may (and I'm putting that lightly), change just about everything that isn't right with your life.

Ok… So does that kind of make sense?  Do you see how different it is when you start writing from your prospective customer's shoes (at first)?

But here's the thing, that's not enough either.  You'll need one more piece for now…

Step 3 – A way to tell us where to go.  What to do.

If you haven't already seen the new changes to my blog's "About Page" I think it'll be very important for you to check out – as you'll also discover on the main page of the site (a new signup bar).

Basically, what I'm saying is this.  You need what we call in this industry a "call to action."  It can be as easy as asking someone to sign up to a newsletter.  Give you a call.  Or putting a signup button on every single page of your web site. Whatever it is make it clear.

And get us to move.

So does this help?  Do you have any questions?  Any thoughts?  If so, please feel free to share your thoughts in the comments section of this blog.

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 it's just sucking up way too much time away from doing the more important things that need to get done… and to top it off, you're way too embarrassed to even share it, because you know it doesn't accurately represent who you are (and what your business is about)?



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

 

Besides that, if you haven't already done so, you can signup for free updates and get a chance to win a 30 Minute Strategic Copy Review Session (monthly drawing).  Receive s pecial "newsletter-only" sales, events and…  learn t he inside secret to why Bailey's paws smell like Tostitos (HINT: I'm just as fascinated as you are). LOL!  :)

Just click here to .

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 other businesses like yours thrive, I simplify crazy ideas into words that sell (without the UNsell).

**Oh and any typos or grammatical errors are "my personal gift to you" – as I purposely do that to see if you're paying attention.**

Four Weeks + One Goal = TO ROCK YOUR COPY! (Part 1 Of 4)

Ok… I'll be honest.  I've been slacking (the first part to admitting any kind of mistake). LOL!  But listen. It's not without reason.  And not without looking at certain parts of my business to say and admit, "You know what? I've promised my readers who've signed up to my blog and newsletter and haven't at all been delivering."

And that's my fault.  I take full 100% responsibility for that.  And I deeply apologize if it's kinda sold you (more than maybe helped you).

So from this point forward, I promise to make it up to you.  How?

By upping my game.  Up yours (sorry I had to steal that from a subscriber)!  :)

Here's how…

I recently asked everyone on this newsletter/blog what everyone really wants from me.  If you haven't already told me and it's something you want me to cover, it's pretty easy.  All you have to do is click here and leave as much detail for me as you like in the comments section.  And that's it.

Deal?

Although the primary focus is helping small businesses write "kick ass" copy, I'd be happy to include anything else you like (and feel is important to share with the rest of my subscribers).

I also just signed up for something called, "The Hustle Project" about a week ago and realized, "You know what?"  I need to get back on my game (and I can't let my current newsletter and blog subscribers suffer, just because I've been focusing on client work)!

In short, "The Hustle Project" just showed me exactly how important it is to get back on top and start "hustling" again.

Especially the online game!

Now if you remember back from when I did the "Go Renegade Or Go Broke Telesummit" I was part of a $600/month mastermind group.  The only thing is, it didn't resonate with my core being, in that I made a pact to myself.  My girlfriend. And even our Corgi Bailey to NOT EVER go back into credit card debt again – no matter what the reason is.

And unfortunately the old program I was involved in, didn't get this.  However, the new program does (which I can't tell you how excited I am to be a part of).

Not only that, as some people might remember, I know Adam Baker from my personal journey to abolish and live a 100% debt free life and business (the person putting this project together with Corbett Barr), and they're the real deal!

As a matter of fact, I listened to the first call (and bonus videos you get for signing up), and Adam pretty much explained to a "T" exactly how I started "The Kick Ass Copywriter" as my first profitable and 100% debt free business almost a year ago (without ever looking back).

What's more about this program is that I already met some great people I'm going to be doing "guest posts" for.  People that have thousands upon thousands of people on their blog - not to mention how many great entrepreneurial people that I've already met that are on a similar path.  :)

I also feel 100% respected. Trust what they have to say as highly valuable content to help take my business to the next level.  And not only that, it has a 30-day trial and money back guarantee – which hardly even breaks my bank account for being in a program like this.

Not only that, I already learned a ton from them (just from the few calls I was already on).

So anywho, I don't want to go much more into that, because we've got a lot of  things to talk about in this newsletter/blog series.  But if you want, here's the link to find out more about "The Hustle Project" and how you can sign up for it.

Now let's get back to my original idea of ROCKING YOUR COPY!

This is part 1 of 4, and each one will be highly valuable and important for you to understand and do in your business (online or not).

Step 1 – You really need to know what you're going to do to stand out from the noise.

Meaning this.  You have got to get our attention.

And I do not mean shaving your head and wearing a green mohawk.  I mean, you have to have to have some kind of short, catchy, witty headlines that make us curious enough to want and know more.  Not only that, it has to be in line with who your audience is.

So what's the best way to do that?

Ask yourself, "Who's my ideal client?  The person that loves me the most?"

Now you have to start asking yourself things like, "What kinds of tv shows do they watch?  What kind of magazines do they read?  What kinds of stores or brands do they visit."  Then just really look at how they're being sold (or advertised to), and more importantly…

See what get's your attention.

For instance, if you market is fashion conscious professional women ages 30-65, you might want to find magazines like Marie Claire.  Magazines maybe like Allure.  Cosmopolitan.  Vogue.  Oprah's magazine "O."

Now…  and this is really important…

Start to pay attention to the things that steal your attention. Seriously.  You'll start to see a pattern for what get's your attention. Now ask yourself, "Why did it get my attention?  Why did that headline pop up for me?" More importantly, you'll start to see each headline will have a few things in common.

They peak your curiosity.  They're sometimes vague (forcing you to want to read more).  Maybe some are written in a way that gets you to say to yourself, "Wow… that was pretty amazing."  And guess what?

That transfers into what you need to do online with your web site.  Blog.  Or whatever it is you're offering or selling.  Does that make sense?

Then, you can do like I do.  Bookmark the site.  Add an extra folder to your email that say's "kick ass emails that stole my attention."  Or even go as far to get a manilla folder and start ripping out ads in all the magazines you love that… again… got or stole your attention.

But it can't stop there.  Next is…

Step 2 – You have to create some kind of rapport with your audience.

This is what was hard for me first starting out (and especially a challenge if you're really passionate or love what you do). The reason I say that, is because we can sometimes scare the crap out of people.  Seriously.  LOL!

Here's what I mean…

I was recently talking to a potential new client who's doing really well on the local news circuit.  So I visited her website, and saw a number of great videos there (that were quite moving).  In short, she a very powerful life coach that helps families and kids deal with bullies.  Pretty amazing, huh?

As I told her, I was really moved – to the point where I could feel what she was saying.  More importantly I could feel how important this mission was (to her).

The only thing is, when you're really passionate about something, it can sometimes comes off as preaching to people.

And no one wants to be preached to.  So how you stop that, is by taking yourself out of the picture and putting yourself completely in your prospects shoes.

So for instance, if I'm a "life coach" without understanding how important getting rapport is…  You might go to their web site and read something like:

"Change your life.  Change your attitude.  You deserve to be the success…"

Ughh… honestly, I don't think I can write anymore than that – but I'm SURE you get my point.  Right?  However, that's not because they're not any good at what they do.  It's because they're telling us about themselves – and we don't care. We don't care about them.  Why?

Because I have a problem, and I'm hoping you can help me through it.  Like… now!

Now here's the difference in what I mean.  This is what happens if you write copy that put's yourself in your prospects shoes (which I'll just kinda do on the fly).

Listen… I know there's a ton of coaches out there.  And quite frankly it can be pretty overwhelming to try and find the right one that both understands who you really are.  What you really want.  And isn't so over-the-top spiritual that it practically scares the crap out of you with a barrage of:

*False promises.

*Get-rich-quick schemes and…

*False claims on how much they may (and I'm putting that lightly), change just about everything that isn't right with your life.

Ok… So does that kind of make sense?  Do you see how different it is when you start writing from your prospective customer's shoes (at first)?

But here's the thing, that's not enough either.  You'll need one more piece for now…

Step 3 – A way to tell us where to go.  What to do.

If you haven't already seen the new changes to my blog's "About Page" I think it'll be very important for you to check out – as you'll also discover on the main page of the site (a new signup bar).

Basically, what I'm saying is this.  You need what we call in this industry a "call to action."  It can be as easy as asking someone to sign up to a newsletter.  Give you a call.  Or putting a signup button on every single page of your web site. Whatever it is make it clear.

And get us to move.

So does this help?  Do you have any questions?  Any thoughts?  If so, please feel free to share your thoughts in the comments section of this blog.

IF YOU ENJOYED THIS POST…

You may just salivate over my future blog updates – not to mention:

*A chance to win a 30 Minute Strategic Copy Review Session (monthly drawing).

*Special "newsletter-only" sales, events and…

*The inside secret to why Bailey's paws smell like Tostitos (HINT: I'm just as fascinated as you are).

JUST ENTER YOUR EMAIL ADDRESS IN THE SPACE BELOW & HIT SUBSCRIBE

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 other businesses like yours thrive, I take the crazy ideas businesses owners have, and turn them into creatively effective words that sell (without the UNsell).

**Oh and any typos or grammatical errors are "my personal gift to you" – as I purposely do that to see if you're paying attention.**

I'm Curious… What Do You REALLY Want?

Because here's the thing, it's incredibly hard for me to guess why someone signed up on a newsletter like this (and/or visited my site).

Although many people try any number of elaborate theories in trying to understand their audience, perhaps the best most effective way for me, is to get to know more about you (and your business) by just asking.

So please help me understand why you're here.  What you REALLY want from a blog/newsletter like this.  And how I can best serve you.  Ok?

Feel free to leave as detailed a comment as you need to below because…

The truth of the matter is, I'm never going to actually know what it is you and your business really want or need, unless you're willing to at least stop and take the time to tell me. So here's your chance!

Otherwise I'm just adding to the noise, not helping someone like you to stand out from it.

How The Big Boys Do It

There are many different theories out there.  Many different ways to sell something with words without the "unsell" – as I often like to say.

So in 2009, back when I was on the fence about doing professional copywriting as a career, I started to try things out myself. Learning a lot from the "Big Boys" I studied some great ads, books and finally discovered my own innate gifts & talents in copywriting and thought…

"I should really put what I've been learning, to the test."

I decided then, to post my first big ad on Craig's List (to try and sell my first little toy), when something really strange happened.

After riding my used motorcycle for over a year and applying a lot of the things I do for my clients, I sold the bike (that I bought from the dealer) for more money than what I paid for it at $3,099 $3,199!  Not only that, it only took me three days from the day I posted the ad – to sell it in.

That's when I really started to take what I was doing seriously enough to think about calling myself, "The Kick Ass Copywriter."

Now I'm not saying it's the best ad ever (because it was my first).  However it does show you a bit about "How The Big Boys Do It."  And more importantly, it worked!

So here's the first ad I did and wrote the copy for. I'm curious to hear your thoughts on why it worked so well.

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 it's just sucking up way too much time away from doing the more important things that need to get done… and to top it off, you're way too embarrassed to even share what you wrote with anyone because you know deep down inside that whatever you write, doesn't accurately represent who you are (and what your business is about)?

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