March 11, 2024 • 34 mins
Embark on a transformative journey with me as we conquer the Everest of market communication—copywriting. Together with the wisdom of my friend and copywriting guru Ray Edwards, this episode guarantees an armory of tools and strategies to turn your writing hiccups into triumphs. We dissect the seven cardinal sins of copywriting and with each, present an elixir that promises to refine your message, resonate with your audience, and skyrocket your conversions.
Ever wonder why some emails are the gate-crashers of the inbox party while others languish unseen? We'll reveal the alchemy behind irresistible subject lines and the secret sauce of personalization. And it's not just about the open rates—we're dishing out insider tips to craft compelling headlines, engage social media audiences, and optimize your landing pages to perfection. As a sports parent, I've mastered the art of balancing kids' schedules with the adrenaline of marketing success, and I'm sharing these anecdotes to illustrate that effective messaging can indeed be life's game-changer.
But wait, there's more to this episode than tips and tricks—it's a heartfelt call to action for marketers. We hold the key to doors that might lead someone to exactly what they need, and it's our ethical duty to market with integrity. Using the analogy of a lifesaving cure, we explore the gravity of our influence and the potential to touch lives far beyond the reach of our campaigns. Tune in and equip yourself not just with the skills to boost your marketing, but with the awareness that every word can make a profound difference.
Resolutions off the rails? You’re not alone. But there’s still time to turn things around. The ALIGN Productivity Challenge is a proven system to help you achieve your goals in just 90 days—no fluff, no overwhelm. Head to AlignProductivity.com and start your comeback today.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Episode two five, nine.
Speaker 2 (00:04):
Late night.
Internet marketing.
Speaker 1 (00:09):
This week on the Late Night Internet Marketing
Podcast, we're going to talkabout the seven most common
copywriting problems that arekeeping you from selling more
today, and I'm gonna tell youexactly what to do to fix them.
All this and more, on the LateNight Internet Marketing Podcast
.
Speaker 3 (00:33):
The Late Night Internet Marketing Podcast.
Speaker 2 (00:36):
You've been working for somebody else, but you want
a business to run yourself.
You want to know how to startand where to begin.
Can you get out your comfortzone, my friend?
Yes, you can do it right whenit's late at night.
(00:57):
At the end of the day, yourdreams burn inside.
Speaker 3 (01:02):
So keep it up and you will find that you're building
your business one night at atime, and now broadcasting late
at night from a little studio inthe big state of Texas, your
host, your host, mark Mason.
Speaker 1 (01:22):
Hey, hey, hey.
How is everyone doing?
I am your host, mark Mason,coming to you from the little
studio in Dallas, texas, whereit has been absolutely beautiful
for the last couple of days,and I have been in baseball
crazy mode because my son isplaying on the JV team sometimes
and the varsity team sometimesand we're going to all those
(01:44):
games and it's tournament seasonand in addition to that, my
daughter plays volleyball andI'm just that typical sports
parent that you see on TikTokthat's dragging around a cooler
and an arm load of foldingchairs and sometimes I'm
freezing and sometimes I've gota sunburn.
It's just absolutely nutsaround here in Dallas right now
(02:09):
and I wouldn't trade it for theworld.
I tell you what being a parentof happy kids is a fantastic,
amazing blessing, and seeingthem compete Even when they lose
, it's just fantastic.
I just love it.
I am well and truly blessed.
But today I want to help youwith one of the most common
(02:32):
problems that I see, and that'sthat, quite frankly, your copy
stinks.
If you've got this problem, ifyou're trying to sell a thing or
you're trying to convert ads onsocial media, or you've got a
sales page or a lead magnet orsomething that just won't
convert.
You've got an e-commerceplatform and you're not selling
(02:53):
enough product.
This podcast is for you.
I want to help you and I amexcited about it.
I've got seven things that youcan do to improve your copy
today and I want to talk to youabout those.
You know this was motivated bysomething that's going on with a
friend of mine, my close friend, ray Edwards, who is the most
(03:17):
famous copywriter that I know,and I know a lot of copywriters,
but he's written copy for guyslike Tony Robbins, people that
you've heard of online, like AmyPorterfield.
He is a well-known copywriterand he's done business all over
the internet, and not just inthe online business space or in
(03:41):
the self-improvement space, butliterally all over the place.
And what you may not know aboutcopywriting and one of the
things that is just sofrustrating about copywriters is
he's like a $100,000 guy.
I mean, maybe sometimes youcould get him to look at your
copy for a five-figure check,but typically, if you're a
(04:04):
business that wants to use Rayto write your copy, you're
writing him a check in theneighborhood of $100,000.
That's what great copywriterscost, and so therefore, his
clients are usually massiveclients.
This bothers Ray, because helikes to help regular people
(04:24):
like you and me with their copyas well.
So he's done things to addressthis.
To get his message aboutcopywriting out, he created a
copywriting framework whichwe've talked about on the
podcast before, called thePastor Framework.
He's also written books abouthow to write copy and so forth,
but recently he's introduced abrand new product where you can
(04:47):
get access to Ray and maybe,more interestingly, get access
to Ray's artificial intelligencecopywriting tools, which I've
used to write entire sales pages.
We'll talk about that more atthe end of the podcast.
If you want to check that out,you can check it out at
latenightimcom.
Forward slash ray and you'llsee that offer there.
(05:07):
It's very interesting and veryaffordable for people like us.
But I just want to deliver somemassive value to you.
So let's go through these sevenproblems that you may have.
I'm going to be a littlepresumptuous here and say that
you probably have with your copyand even if you don't recognize
it as a problem, it's certainlygoing to be an area where you
(05:30):
can improve.
I'm going to tell you what todo about it and I'm also going
to offer you all of this inwriting, so you can just listen.
You don't even have to takenotes, because I've got an
amazing PDF that I'm going tooffer you at the end of this
that you can download at nocharge to you, which is super
fantastic.
Okay, problem number one, guys,you don't understand your
(05:50):
audience, and I know you thinkyou do, but especially if you're
a new marketer, I bet you fallinto one of the cases like this.
You're either case A, where youhaven't thought hard about who
your audience actually is, orwhat I see actually most common
is you want to make everyoneyour audience.
(06:10):
That's case B.
Your audience is not specificenough.
You need to really try tounderstand your audience so that
you can tailor your marketing.
For steps two through seventhat I'm about to give you.
You want to be able to tailorthat, and if you don't
understand your audience, youcan't do that.
Now you see, mark, how do Iunderstand my audience?
(06:33):
Well, the first thing you cando is really start a
conversation with your audience,interface with them on social
media, in groups that you canjoin they don't even have to be
your groups and start making anote of what your ideal customer
looks like for whatever it isthat you're trying to sell,
whoever you're trying to reachwith your copy, and I'll give
(06:54):
you a really good example ofthis and she, to my knowledge,
is never talked about this.
But Amy Porterfield is one of myfavorite online people in the
whole world and it's prettyclear to me personally, having a
been a member of her community,that she is targeting online
business women.
That's her target market andthey're even in a specific age
(07:18):
range.
Let's say they're kind of inthe 25 to 45 sort of age range.
To me, her message is targetedstrictly at those people.
That's who she's talking to.
Does she have a lot of men thatfollow her?
Absolutely, she does.
Does she have men that havebought her products?
Sure, you're talking to oneright now.
(07:40):
I mean, she reaches a wideaudience.
Does she have octogenarians inher audience?
Absolutely, and youngentrepreneurs that are just
starting out, maybe 18, 19 yearsold that are men?
Absolutely, but her targetmarket when she's speaking,
she's really speaking to women.
She's not overt about it.
She's very subtle in the wayshe positions her message.
(08:03):
But she is a voice online forwomen because she knows, and I
think correctly, that women needthat voice.
Women need a champion in theonline space, because the online
space for years and years anddecades has kind of been a bro
hug, bro marketing sort of space.
So she sees that niche.
It's not something she talks alot about, but that's my
(08:25):
interpretation of her marketingand I think she has done an
amazing job of being a beaconfor women online, and I love
that about Amy Porterfield.
I'm a guy with three daughters,so I'm super excited about
people like Amy Porterfield thatare shining a light for women
in any space, particularly inonline marketing.
So you want to talk to whoeveryour audience is.
(08:48):
Imagine who they are and what Ilike to do, now that we have
these amazing AI tools, is starta conversation with chat GPT
and ask chat GPT to ask youquestions about your ideal
market.
Like you know, hey, chat GPT,I'm trying to form a picture of
my ideal market.
(09:08):
Ask me some questions that willhelp you understand who my
ideal customer is.
Chat GPT will ask you questionsand then what I like to do is
take that further and create abio of a specific person and
give that person a name andmaybe even give them a stock
photo.
That that's my person that I'mtalking to whenever I do my
(09:28):
marketing.
That's my recommendation foryou is that you do that and with
the tool like chat GPT, youdon't even need to be good at it
.
You can let chat GPT be theexpert on how to help you define
your market.
So problem number two problemnumber two is that your
headlines just simply aren'tcompelling.
Look, when someone lands onwhatever piece of content that
(09:52):
you're writing a headline forwhether it's a blog post that
has affiliate links in it or alanding page You've got a few
seconds to grab their attentionand your biggest opportunity
here is to create curiosity thatpulls them down the page and
gets them to read more or totalk about the benefits in a way
(10:16):
that is compelling and fixestheir pain, whatever their pain
is.
Are you sick and tired of backpain that keeps you awake until
three in the morning?
This weird ancient recipe cansolve your problem right.
So that kind of headlineaddresses the pain and it
(10:38):
actually creates some curiosity,like what's a weird ancient
recipe?
I want to hear more about thisthat will pull their eyes down
the page.
The action for you on thisparticular item is to take one
of your recent headlines, askchat GPT to analyze it, to make
suggestions, to suggest otherheadlines and ask yourself is
this just a boring headlinewhere I'm talking about the
(11:01):
features, or is this a greatheadline where I'm talking about
benefits, or I've created somecuriosity.
There are lots of other tricksaround headlines, like adding
numbers to the headlines andthings like that, but what I
really recommend is you go hmm,I wonder what that is about.
If you want to see a kind of aninteresting example of this, go
to someplace like CNNcom wherethey are trying to get you to
(11:25):
click on ads at the bottom ofthe page.
So if you go to these pages,you'll see that there are these
ads down at the bottom andthey're very clickbaity and I
don't recommend that you go allthe way there.
But you can kind of see whatI'm talking about.
They're creating an enormousamount of curiosity, both with
the image and with the headlineto get you to click.
(11:46):
That's the kind of feeling thatyou want with your headline.
So your action is to rewriteyour headline again, maybe using
the help of chat GPT, to giveyou lots of ideas and then test
a couple.
I think that's a really greatway to get started in this area.
Problem number three is thatyou're not asking for the sale.
You know it's one of the firstthings that Zig Ziglar teaches
(12:09):
in closing the sale, you've gotto actually ask for the sale, or
maybe your call to action isweak and I'll give you an
example.
Look, I know you havecopywriting problems and I know
those problems are keeping youfrom reaching the capability
that you have to make moneyonline and do great things and
(12:29):
really achieve the lifestyle ofyour dreams.
I don't want that for you.
I want you to go right now tolate night.
I amcom forward slash Ray andcheck out Ray's new product.
It's amazing and it has thepotential to solve all your
problems.
Look, you've got two choices,right.
(12:49):
You can keep doing what you'vebeen doing with regard to
copywriting and you can havepoor calls to action, or you can
go right now to late night.
I amcom slash Ray and check outthis offer.
I don't know how long it'sgoing to be there, but if you go
there right now, at least youcan see what I'm talking about.
I want you to pause this audioand go there right now.
(13:10):
Go to late night.
I amcom forward slash Ray.
Okay, so you see what I didthere, right?
I had a very strong call toaction.
I'm telling you exactly what todo and what I find when I see
people writing calls to action,they're more like Well, you know
, if you want to check this out,I guess you could, you know?
I mean, why not?
I mean if you think it mighthelp you and if you think maybe
(13:34):
you can, you know, scrapetogether some extra money, maybe
you might check it out.
That's a week call to action,right?
What we want is somethingcompelling.
It's like look, I am sure thisis what you need.
Go do this now.
That's the kind of call toaction that I want and I want
you to do that and add someurgency to it.
Go find one of your calls toaction today and include a
(13:56):
time-sensitive word like now ortoday.
Click now, check it out now.
We don't know how long thisoffer is going to be in place,
and that's almost always truebecause this offer that actually
, I don't know how long Ray'sgoing to have this offer.
I told him I thought it wascrazy underpriced.
But value pricing is a wholeanother discussion for another
episode, all right.
(14:16):
Problem number four your productdescriptions are terrible.
So you know, again, when youdescribe a product, a tendency
that most people have that don'thave training for copywriting
is to talk about the featuresright.
This automobile has 479 screws,right.
(14:36):
Who cares that the automobilehas 479 screws?
What you care about is thatthose 479 screws secure the
frame in such a way that theinterior of this car is the most
quiet and amazing ridingenvironment that you've ever
(14:57):
been in.
Have you ever been in a carthat's really noisy?
And every time you hit a bumpit rattles and goes crazy.
That's because it doesn't haveenough screws.
But with our automobile we havea pristine audio environment
and you know what you can dowith that great audio
environment.
You can listen to the ballet oryou can listen to the red hot
(15:17):
chili peppers, and your friendswill be stunned and amazed at
how nice it is to ride in yourluxury vehicle.
See, the feature is the screwsthat keep the car from rattling.
But nobody wants to buy screws.
What they want to buy is anexperience, right?
They want to feel something,and so your product descriptions
(15:39):
need to help people feelsomething.
That's why, when you see areally good product description,
you'll notice that the productdescription is words and the
features are a bullet listsomewhere later that people are
scrolling down to.
You want the benefits to be socompelling up front that by the
time people get to checking thefeatures they've already decided
(16:03):
to buy, and they're checkingthe features to validate their
decision to buy the product.
Ok, problem number five no oneis opening or reading your
emails.
Ok, see.
Problem number two aboutheadlines, because subject lines
are basically headlines.
We want to create curiosity, wewant to make sure that people
(16:25):
have a reason to read the email.
Here's another thing that Iwill tell you that my experience
is that personalization doeshelp a little bit.
So consider personalizing youremails when you send them, and
most great email platforms, likethe one that I use, which is
ConvertKit, which you can checkout at latenightimcom, forward
(16:49):
slash convert kit Make sure thatthose features are present and
that you're using them.
And then the other thing that Iwould say is open rates are
really important.
They're important to deliverability.
So you should considersegmenting your email list to
tailor the opening line of youremail to each segment specific
(17:11):
interest.
So let's say you're creating anemail about copywriting and you
know that some of your audienceare brand new internet
marketers that don't have muchexperience they may not even
have a website yet and then someare experienced people who are
definitely struggling with sales.
(17:31):
You might craft two differentheadlines to address those two
segments, but the content mightstill be the same.
I'm still going to give youthese tips, but what gets your
curiosity is different.
If you're a new marketer, youmight look at a subject line
about copywriting tips and saycopywriting I'm not even to that
(17:51):
yet.
So you need to kind of thinkabout who it is that's opening
your email and consideringsegmenting that way.
Either way, the next emailsubject line that you write, I
want you to do two things.
One is I want you to make surethat you consider the headline
tips that I gave you above andheadline tips.
And then, number two, I wantyou to make sure that it makes
(18:13):
sense that the segment thatyou're sending the email to has
the right subject line.
Okay, problem number six yoursocial media posts don't get any
likes or subscribes or love atall.
They're just terrible.
And I think you know this is aquestion about engagement, like,
are you just spewing stuff atpeople that they can just scroll
(18:36):
past, or are you doingsomething that you can actually
create engagement and comments?
And I think the best, easiestway to do this is to ask people
questions.
If you ask people questions onsocial media and encourage
comments and interaction in thecomments.
This does two things.
(18:58):
One, when people comment onyour social media posts, it
tells the algorithm that peoplevalue the post.
They want to see more like that, because they enjoyed it enough
or they felt strongly enoughabout whatever you said to
actually engage in the comments.
So that's a big signal that thesocial media platforms have to
(19:18):
show that post to more people,or to show your next post to
more people.
So that's really important.
And then the second thing is,of course, when you're writing
your social media posts.
Social media posts are copy andall of these tips apply,
especially the headline one.
I mean you want to createcuriosity and interest and catch
people's attention andunderstand.
(19:39):
We're not talking aboutclickbait here, we're just
talking about being aninteresting writer, write things
that are interesting, thatleave something to the
imagination, that cause peopleto stop their scroll and engage
with the post.
And then, finally, you knowyou've got the same problem with
your blog posts.
(20:00):
You're writing these blog postsand readers don't come back for
more content, and what's thereason?
Now, sometimes this can be aheadline issue.
We've talked about that a lotand you may be gathering that
one of the highest leverage.
Things that you can do is getbetter at writing headlines, and
(20:20):
that's absolutely true.
The other thing I'll tell youhere is the opportunity with
blog posts is that you havesomething called subheadings.
You have these like chaptermarkers in blog posts usually,
and that does a couple of things.
One is it makes the blog posteasier to scan, so someone who's
looking for a solution to aproblem or particular piece of
(20:42):
information which is often thecase can find what they're
looking for and they go wow,this is a really helpful blog
post, I'm going to share it.
Or this is a really helpfulwebsite.
I'm going to come back here andlook for more.
I'm going to subscribe.
It also has the same effectwith Google.
If you block things out withthe proper kind of section
(21:04):
headings, it helps Googleidentify chunks of your content
that can be used to answerqueries and can help you in the
rankings.
And I think another thing thatyou can do with your blog post
to retain readers is include awhat you will learn section at
the beginning of your article toact as a hook.
I actually think of this assetting the hook right.
(21:26):
So the headline is some kind ofpromise about what they're
going to get, but its mainobjective is to get them into
the text.
So you've kind of hooked themwith the headline.
Now, if you include a what youwill learn section at the
beginning of your article, thenI think you can set that hook
(21:46):
and say, aha, your reader willsay what they are looking for is
going to be in this article andthey'll know that it's worth
sticking around and reading.
That's going to get your pagetime up, your time on page, the
time from when a person arrivesat your page to when they bounce
to go do something else orclick on another link.
That time will go up becausepeople will know that what
(22:09):
they're looking for is there.
All they need to do is find it,and that's great, because
Google will see that signal andit will show your page to more
people.
So those are your seven tips.
You want to make sure youunderstand your audience.
You want to make sure yourheadlines are compelling.
You want to make sure yourcalls to action are strong.
(22:30):
Your product descriptions focuson the benefits of what it is
that you're selling.
Your emails have great subjectlines that are targeted to the
people that are supposed to bereading them.
And your social media posts areengaging and they ask for
people's feedback.
And, finally, that you makesure that you let readers
(22:51):
understand that your blog postsare relevant as soon as you can,
because that will help themstick on the page.
So that's your sevencopywriting tips, but that's not
all.
I got one more for you, becausethis is something that I work
on all the time, and thatproblem is your landing pages
just aren't converting.
(23:11):
So this is your bonus tip.
Tip number eight we're going toaddress the problem of landing
pages not converting.
So I'll tell you many thingsabout landing pages.
The first thing is it's reallyhard, at least in my opinion, to
guess what a landing pagechange is going to do to
(23:32):
conversions.
You may create what you thinkis the best landing page you've
ever seen and you may find thatdoesn't convert very well, and
then you may change a thing onthat landing page that you think
is going to make it worse, andit may make it better, or vice
versa.
I will tell you this is a verydifficult thing and the only
(23:53):
solution to this is to do somesort of testing.
And I'll tell you somethingabout landing pages.
Small changes in conversionrates of your landing page can
make huge differences in yourprofitability as a business.
So this is worth your time.
You want to make changes on yourlanding page one at a time,
(24:17):
change one thing at a time andsend enough traffic to that page
to test.
It totally depends on the nicheand you can do kind of
statistical analysis.
But my rule of thumb is yousort of need 100 visitors before
you make a decision aboutwhether or not a change made
something better or worse.
And if you say to me well, mark, I don't have enough visitors
(24:41):
to do this kind of testing, Isay to you why not spend a few
bucks on paid traffic?
And that way you can use thatto test your landing pages and
you can optimize sort of onething at a time.
Start with a headline, makesure it clearly states the
benefit and then start workingon your copy.
And I will tell you thatoftentimes simpler copy,
(25:02):
especially on Freebie landingpage.
Less is more.
Don't give the reader a lot oftime to make a decision.
It's a simple landing page.
You want them to do one thingwith that strong called action
that we have talked about above.
And there's just not a lot ofstuff to read.
There's not a long video to gothrough.
I find that simple landingpages often convert better.
(25:27):
Often it's the ugliest landingpage.
The other two tips that I'llgive you that I've found over
the years are regarding landingpages.
One is make darn sure thatwhatever you're doing is
optimized for mobile, becausemore and more people are coming
to landing pages on their cellphone and if you design it on
your computer and it looksterrible or things are in the
(25:47):
wrong order or the call toaction is below the page folder,
whatever on mobile, yourconversions will be destroyed by
that.
Make sure you're looking atyour landing pages on your cell
phone.
And then, finally, make surethat you add a customer
testimonial or a trust badge orsomething close to the call to
action button.
That will give you a boost incredibility.
Just a simple testimonial canmake a huge difference.
(26:10):
Put it close to the button.
Okay, so that is my eight tips,so with seven, with a bonus tip
on how you can improve your copy.
Today, just take one of thoseand go fix something, test
something, try to make somethingbetter and see what happens If
you make a habit of that, ofimproving your copy week to week
(26:34):
, month to month, day to day,where you're always trying to
make your copy a little better.
What you'll find is thosechanges will accumulate over as
you build your business and twothings will happen.
One is your conversions willimprove and two, you'll become a
great copywriter.
Now, as I promised, if you wantto take a shortcut, ray has
(26:54):
this amazing offer out there andbasically what it includes is
access to Ray, access to acommunity, access to Ray's
artificial intelligencecopywriting tools and, by the
way, these tools are amazing.
They're kind of hand specifiedby Ray and crafted by AI experts
specifically for people who arewriting copy like us.
(27:16):
You get all those things andyou can check that out at
latenightimcom.
Forward slash Ray.
And I don't expect this is notfalse scarcity.
I don't expect this will lastforever, because Ray's gonna
fill that thing up and then shutit off because at some point
he's going to get more people inthere that he can deal with.
(27:39):
So if you want to just check itout, even if you don't take
advantage of it, just go, take alook.
It's pretty cool to see thekinds of things that Ray's doing
with copywriting.
He's a great guy to follow overat rayedwardscom and, again,
you can check out the specialoffer of his at latenightimcom
(27:59):
forward slash Ray.
Oh and, by the way, I didpromise you notes on this
session.
I've got a nice PDF for you todownload over at latenightimcom
forward slash copy tips.
Again, that's latenightimcomforward slash copy tips.
So if you want to check outRay's stuff, that's
(28:21):
latenightimcom forward slash Rayand if you want to check out
the notes from this session,that's latenightimcom slash copy
tips.
Until next week, I hopeeverything goes your way.
I hope it's amazing.
I hope your life is amazing.
I hope that you choose to seethe challenges that come to you
(28:45):
as opportunities to go kick somebutt and do things that other
people just aren't willing to do.
That will give you competitiveadvantage in your marketplace.
And I'll see you next weekbecause I'm gonna help you with
all of that.
Speaker 3 (28:57):
Ciao, you can do it right when it's late at night,
you've been listening to theLate Night Internet Marketing
Podcast.
Be sure to visitL-N-I-M-Podcastcom today to
leave feedback for Mark,download special bonus content,
access the show notes and more.
(29:18):
See you there.
Until then, go and make somegreat progress on your internet
business one night at a time.
Speaker 2 (29:25):
Download your business one night at a time.
Speaker 1 (29:35):
You know, copywriting is a really interesting thing
and I you know just marketing ingeneral, but I think
copywriting in particular is areally interesting thing.
Of all the marketing things, Ithink copywriting is the most
important thing, and I'll tellyou why.
In order to get really good atcopywriting, you need to
understand psychology, andpsychology is fundamental to
(29:58):
marketing.
So being a good copywritermakes you a better fundamental
marketer, because to write goodcopy, you need to understand how
people think and you need tounderstand words of persuasion
and how to persuade people to dothe things that you need them
to do in order to take theaction that you want them to
(30:21):
take.
And oftentimes I hear peoplesay, oh, that sounds
manipulative.
You know I don't want tomanipulate people into doing
things.
You know, if you're doingbusiness correctly, you've got
solutions that will help peopleand you need to persuade them to
take advantage of thosesolutions.
I mean, if you're running thekind of business where you're
intentionally trying to cheatpeople, then yeah, sure, okay,
(30:45):
marketing's manipulative becauseyou're trying to convince
people to get taken advantage of.
That's bad, but that's not what99.99999% of business people
are doing.
We're trying to create valueand we have these offers that
have massive value and we needto match buyers with that offer
(31:11):
in order to allow people to takeadvantage of that, allow people
to get the benefit of thismassive value.
I often say, like if you had thecure to cancer but nobody
wanted it, what would you do?
Well, you would market it.
You would try to get peopleconvinced to take the cure for
cancer, right I mean because itwould help them.
(31:34):
It would save their lives,literally.
And while I know that most ofyou aren't saving people's lives
with your products, some of you, by the way, are in ways that
you can help them In ways thatyou can't even imagine.
One of my best friends savedpeople's lives with his podcast.
Your reach, maybe, and yourimpact is probably much more
than you think it is.
That's also a topic for anotherday.
(31:57):
But if you want to help people,you need to market to them.
That's what you need to bedoing.
If you're not getting better atthe marketing that you're doing
, not only are you cheating yourown company, but you're doing a
disservice to the people thatyou should be helping, because
(32:17):
you're not doing a good enoughjob at informing them of the
decision that they could make tomake their lives better in
whatever way you're able to dothat.
Just something to think about,ciao.
Episode two five, nine.
Speaker 2 (00:04):
Late night.
Internet marketing.
Speaker 1 (00:09):
This week on the Late Night Internet Marketing
Podcast, we're going to talkabout the seven most common
copywriting problems that arekeeping you from selling more
today, and I'm gonna tell youexactly what to do to fix them.
All this and more, on the LateNight Internet Marketing Podcast
.
Speaker 3 (00:33):
The Late Night Internet Marketing Podcast.
Speaker 2 (00:36):
You've been working for somebody else, but you want
a business to run yourself.
You want to know how to startand where to begin.
Can you get out your comfortzone, my friend?
Yes, you can do it right whenit's late at night.
(00:57):
At the end of the day, yourdreams burn inside.
Speaker 3 (01:02):
So keep it up and you will find that you're building
your business one night at atime, and now broadcasting late
at night from a little studio inthe big state of Texas, your
host, your host, mark Mason.
Speaker 1 (01:22):
Hey, hey, hey.
How is everyone doing?
I am your host, mark Mason,coming to you from the little
studio in Dallas, texas, whereit has been absolutely beautiful
for the last couple of days,and I have been in baseball
crazy mode because my son isplaying on the JV team sometimes
and the varsity team sometimesand we're going to all those
(01:44):
games and it's tournament seasonand in addition to that, my
daughter plays volleyball andI'm just that typical sports
parent that you see on TikTokthat's dragging around a cooler
and an arm load of foldingchairs and sometimes I'm
freezing and sometimes I've gota sunburn.
It's just absolutely nutsaround here in Dallas right now
(02:09):
and I wouldn't trade it for theworld.
I tell you what being a parentof happy kids is a fantastic,
amazing blessing, and seeingthem compete Even when they lose
, it's just fantastic.
I just love it.
I am well and truly blessed.
But today I want to help youwith one of the most common
(02:32):
problems that I see, and that'sthat, quite frankly, your copy
stinks.
If you've got this problem, ifyou're trying to sell a thing or
you're trying to convert ads onsocial media, or you've got a
sales page or a lead magnet orsomething that just won't
convert.
You've got an e-commerceplatform and you're not selling
(02:53):
enough product.
This podcast is for you.
I want to help you and I amexcited about it.
I've got seven things that youcan do to improve your copy
today and I want to talk to youabout those.
You know this was motivated bysomething that's going on with a
friend of mine, my close friend, ray Edwards, who is the most
(03:17):
famous copywriter that I know,and I know a lot of copywriters,
but he's written copy for guyslike Tony Robbins, people that
you've heard of online, like AmyPorterfield.
He is a well-known copywriterand he's done business all over
the internet, and not just inthe online business space or in
(03:41):
the self-improvement space, butliterally all over the place.
And what you may not know aboutcopywriting and one of the
things that is just sofrustrating about copywriters is
he's like a $100,000 guy.
I mean, maybe sometimes youcould get him to look at your
copy for a five-figure check,but typically, if you're a
(04:04):
business that wants to use Rayto write your copy, you're
writing him a check in theneighborhood of $100,000.
That's what great copywriterscost, and so therefore, his
clients are usually massiveclients.
This bothers Ray, because helikes to help regular people
(04:24):
like you and me with their copyas well.
So he's done things to addressthis.
To get his message aboutcopywriting out, he created a
copywriting framework whichwe've talked about on the
podcast before, called thePastor Framework.
He's also written books abouthow to write copy and so forth,
but recently he's introduced abrand new product where you can
(04:47):
get access to Ray and maybe,more interestingly, get access
to Ray's artificial intelligencecopywriting tools, which I've
used to write entire sales pages.
We'll talk about that more atthe end of the podcast.
If you want to check that out,you can check it out at
latenightimcom.
Forward slash ray and you'llsee that offer there.
(05:07):
It's very interesting and veryaffordable for people like us.
But I just want to deliver somemassive value to you.
So let's go through these sevenproblems that you may have.
I'm going to be a littlepresumptuous here and say that
you probably have with your copyand even if you don't recognize
it as a problem, it's certainlygoing to be an area where you
(05:30):
can improve.
I'm going to tell you what todo about it and I'm also going
to offer you all of this inwriting, so you can just listen.
You don't even have to takenotes, because I've got an
amazing PDF that I'm going tooffer you at the end of this
that you can download at nocharge to you, which is super
fantastic.
Okay, problem number one, guys,you don't understand your
(05:50):
audience, and I know you thinkyou do, but especially if you're
a new marketer, I bet you fallinto one of the cases like this.
You're either case A, where youhaven't thought hard about who
your audience actually is, orwhat I see actually most common
is you want to make everyoneyour audience.
(06:10):
That's case B.
Your audience is not specificenough.
You need to really try tounderstand your audience so that
you can tailor your marketing.
For steps two through seventhat I'm about to give you.
You want to be able to tailorthat, and if you don't
understand your audience, youcan't do that.
Now you see, mark, how do Iunderstand my audience?
(06:33):
Well, the first thing you cando is really start a
conversation with your audience,interface with them on social
media, in groups that you canjoin they don't even have to be
your groups and start making anote of what your ideal customer
looks like for whatever it isthat you're trying to sell,
whoever you're trying to reachwith your copy, and I'll give
(06:54):
you a really good example ofthis and she, to my knowledge,
is never talked about this.
But Amy Porterfield is one of myfavorite online people in the
whole world and it's prettyclear to me personally, having a
been a member of her community,that she is targeting online
business women.
That's her target market andthey're even in a specific age
(07:18):
range.
Let's say they're kind of inthe 25 to 45 sort of age range.
To me, her message is targetedstrictly at those people.
That's who she's talking to.
Does she have a lot of men thatfollow her?
Absolutely, she does.
Does she have men that havebought her products?
Sure, you're talking to oneright now.
(07:40):
I mean, she reaches a wideaudience.
Does she have octogenarians inher audience?
Absolutely, and youngentrepreneurs that are just
starting out, maybe 18, 19 yearsold that are men?
Absolutely, but her targetmarket when she's speaking,
she's really speaking to women.
She's not overt about it.
She's very subtle in the wayshe positions her message.
(08:03):
But she is a voice online forwomen because she knows, and I
think correctly, that women needthat voice.
Women need a champion in theonline space, because the online
space for years and years anddecades has kind of been a bro
hug, bro marketing sort of space.
So she sees that niche.
It's not something she talks alot about, but that's my
(08:25):
interpretation of her marketingand I think she has done an
amazing job of being a beaconfor women online, and I love
that about Amy Porterfield.
I'm a guy with three daughters,so I'm super excited about
people like Amy Porterfield thatare shining a light for women
in any space, particularly inonline marketing.
So you want to talk to whoeveryour audience is.
(08:48):
Imagine who they are and what Ilike to do, now that we have
these amazing AI tools, is starta conversation with chat GPT
and ask chat GPT to ask youquestions about your ideal
market.
Like you know, hey, chat GPT,I'm trying to form a picture of
my ideal market.
(09:08):
Ask me some questions that willhelp you understand who my
ideal customer is.
Chat GPT will ask you questionsand then what I like to do is
take that further and create abio of a specific person and
give that person a name andmaybe even give them a stock
photo.
That that's my person that I'mtalking to whenever I do my
(09:28):
marketing.
That's my recommendation foryou is that you do that and with
the tool like chat GPT, youdon't even need to be good at it
.
You can let chat GPT be theexpert on how to help you define
your market.
So problem number two problemnumber two is that your
headlines just simply aren'tcompelling.
Look, when someone lands onwhatever piece of content that
(09:52):
you're writing a headline forwhether it's a blog post that
has affiliate links in it or alanding page You've got a few
seconds to grab their attentionand your biggest opportunity
here is to create curiosity thatpulls them down the page and
gets them to read more or totalk about the benefits in a way
(10:16):
that is compelling and fixestheir pain, whatever their pain
is.
Are you sick and tired of backpain that keeps you awake until
three in the morning?
This weird ancient recipe cansolve your problem right.
So that kind of headlineaddresses the pain and it
(10:38):
actually creates some curiosity,like what's a weird ancient
recipe?
I want to hear more about thisthat will pull their eyes down
the page.
The action for you on thisparticular item is to take one
of your recent headlines, askchat GPT to analyze it, to make
suggestions, to suggest otherheadlines and ask yourself is
this just a boring headlinewhere I'm talking about the
(11:01):
features, or is this a greatheadline where I'm talking about
benefits, or I've created somecuriosity.
There are lots of other tricksaround headlines, like adding
numbers to the headlines andthings like that, but what I
really recommend is you go hmm,I wonder what that is about.
If you want to see a kind of aninteresting example of this, go
to someplace like CNNcom wherethey are trying to get you to
(11:25):
click on ads at the bottom ofthe page.
So if you go to these pages,you'll see that there are these
ads down at the bottom andthey're very clickbaity and I
don't recommend that you go allthe way there.
But you can kind of see whatI'm talking about.
They're creating an enormousamount of curiosity, both with
the image and with the headlineto get you to click.
(11:46):
That's the kind of feeling thatyou want with your headline.
So your action is to rewriteyour headline again, maybe using
the help of chat GPT, to giveyou lots of ideas and then test
a couple.
I think that's a really greatway to get started in this area.
Problem number three is thatyou're not asking for the sale.
You know it's one of the firstthings that Zig Ziglar teaches
(12:09):
in closing the sale, you've gotto actually ask for the sale, or
maybe your call to action isweak and I'll give you an
example.
Look, I know you havecopywriting problems and I know
those problems are keeping youfrom reaching the capability
that you have to make moneyonline and do great things and
(12:29):
really achieve the lifestyle ofyour dreams.
I don't want that for you.
I want you to go right now tolate night.
I amcom forward slash Ray andcheck out Ray's new product.
It's amazing and it has thepotential to solve all your
problems.
Look, you've got two choices,right.
(12:49):
You can keep doing what you'vebeen doing with regard to
copywriting and you can havepoor calls to action, or you can
go right now to late night.
I amcom slash Ray and check outthis offer.
I don't know how long it'sgoing to be there, but if you go
there right now, at least youcan see what I'm talking about.
I want you to pause this audioand go there right now.
(13:10):
Go to late night.
I amcom forward slash Ray.
Okay, so you see what I didthere, right?
I had a very strong call toaction.
I'm telling you exactly what todo and what I find when I see
people writing calls to action,they're more like Well, you know
, if you want to check this out,I guess you could, you know?
I mean, why not?
I mean if you think it mighthelp you and if you think maybe
(13:34):
you can, you know, scrapetogether some extra money, maybe
you might check it out.
That's a week call to action,right?
What we want is somethingcompelling.
It's like look, I am sure thisis what you need.
Go do this now.
That's the kind of call toaction that I want and I want
you to do that and add someurgency to it.
Go find one of your calls toaction today and include a
(13:56):
time-sensitive word like now ortoday.
Click now, check it out now.
We don't know how long thisoffer is going to be in place,
and that's almost always truebecause this offer that actually
, I don't know how long Ray'sgoing to have this offer.
I told him I thought it wascrazy underpriced.
But value pricing is a wholeanother discussion for another
episode, all right.
(14:16):
Problem number four your productdescriptions are terrible.
So you know, again, when youdescribe a product, a tendency
that most people have that don'thave training for copywriting
is to talk about the featuresright.
This automobile has 479 screws,right.
(14:36):
Who cares that the automobilehas 479 screws?
What you care about is thatthose 479 screws secure the
frame in such a way that theinterior of this car is the most
quiet and amazing ridingenvironment that you've ever
(14:57):
been in.
Have you ever been in a carthat's really noisy?
And every time you hit a bumpit rattles and goes crazy.
That's because it doesn't haveenough screws.
But with our automobile we havea pristine audio environment
and you know what you can dowith that great audio
environment.
You can listen to the ballet oryou can listen to the red hot
(15:17):
chili peppers, and your friendswill be stunned and amazed at
how nice it is to ride in yourluxury vehicle.
See, the feature is the screwsthat keep the car from rattling.
But nobody wants to buy screws.
What they want to buy is anexperience, right?
They want to feel something,and so your product descriptions
(15:39):
need to help people feelsomething.
That's why, when you see areally good product description,
you'll notice that the productdescription is words and the
features are a bullet listsomewhere later that people are
scrolling down to.
You want the benefits to be socompelling up front that by the
time people get to checking thefeatures they've already decided
(16:03):
to buy, and they're checkingthe features to validate their
decision to buy the product.
Ok, problem number five no oneis opening or reading your
emails.
Ok, see.
Problem number two aboutheadlines, because subject lines
are basically headlines.
We want to create curiosity, wewant to make sure that people
(16:25):
have a reason to read the email.
Here's another thing that Iwill tell you that my experience
is that personalization doeshelp a little bit.
So consider personalizing youremails when you send them, and
most great email platforms, likethe one that I use, which is
ConvertKit, which you can checkout at latenightimcom, forward
(16:49):
slash convert kit Make sure thatthose features are present and
that you're using them.
And then the other thing that Iwould say is open rates are
really important.
They're important to deliverability.
So you should considersegmenting your email list to
tailor the opening line of youremail to each segment specific
(17:11):
interest.
So let's say you're creating anemail about copywriting and you
know that some of your audienceare brand new internet
marketers that don't have muchexperience they may not even
have a website yet and then someare experienced people who are
definitely struggling with sales.
(17:31):
You might craft two differentheadlines to address those two
segments, but the content mightstill be the same.
I'm still going to give youthese tips, but what gets your
curiosity is different.
If you're a new marketer, youmight look at a subject line
about copywriting tips and saycopywriting I'm not even to that
(17:51):
yet.
So you need to kind of thinkabout who it is that's opening
your email and consideringsegmenting that way.
Either way, the next emailsubject line that you write, I
want you to do two things.
One is I want you to make surethat you consider the headline
tips that I gave you above andheadline tips.
And then, number two, I wantyou to make sure that it makes
(18:13):
sense that the segment thatyou're sending the email to has
the right subject line.
Okay, problem number six yoursocial media posts don't get any
likes or subscribes or love atall.
They're just terrible.
And I think you know this is aquestion about engagement, like,
are you just spewing stuff atpeople that they can just scroll
(18:36):
past, or are you doingsomething that you can actually
create engagement and comments?
And I think the best, easiestway to do this is to ask people
questions.
If you ask people questions onsocial media and encourage
comments and interaction in thecomments.
This does two things.
(18:58):
One, when people comment onyour social media posts, it
tells the algorithm that peoplevalue the post.
They want to see more like that, because they enjoyed it enough
or they felt strongly enoughabout whatever you said to
actually engage in the comments.
So that's a big signal that thesocial media platforms have to
(19:18):
show that post to more people,or to show your next post to
more people.
So that's really important.
And then the second thing is,of course, when you're writing
your social media posts.
Social media posts are copy andall of these tips apply,
especially the headline one.
I mean you want to createcuriosity and interest and catch
people's attention andunderstand.
(19:39):
We're not talking aboutclickbait here, we're just
talking about being aninteresting writer, write things
that are interesting, thatleave something to the
imagination, that cause peopleto stop their scroll and engage
with the post.
And then, finally, you knowyou've got the same problem with
your blog posts.
(20:00):
You're writing these blog postsand readers don't come back for
more content, and what's thereason?
Now, sometimes this can be aheadline issue.
We've talked about that a lotand you may be gathering that
one of the highest leverage.
Things that you can do is getbetter at writing headlines, and
(20:20):
that's absolutely true.
The other thing I'll tell youhere is the opportunity with
blog posts is that you havesomething called subheadings.
You have these like chaptermarkers in blog posts usually,
and that does a couple of things.
One is it makes the blog posteasier to scan, so someone who's
looking for a solution to aproblem or particular piece of
(20:42):
information which is often thecase can find what they're
looking for and they go wow,this is a really helpful blog
post, I'm going to share it.
Or this is a really helpfulwebsite.
I'm going to come back here andlook for more.
I'm going to subscribe.
It also has the same effectwith Google.
If you block things out withthe proper kind of section
(21:04):
headings, it helps Googleidentify chunks of your content
that can be used to answerqueries and can help you in the
rankings.
And I think another thing thatyou can do with your blog post
to retain readers is include awhat you will learn section at
the beginning of your article toact as a hook.
I actually think of this assetting the hook right.
(21:26):
So the headline is some kind ofpromise about what they're
going to get, but its mainobjective is to get them into
the text.
So you've kind of hooked themwith the headline.
Now, if you include a what youwill learn section at the
beginning of your article, thenI think you can set that hook
(21:46):
and say, aha, your reader willsay what they are looking for is
going to be in this article andthey'll know that it's worth
sticking around and reading.
That's going to get your pagetime up, your time on page, the
time from when a person arrivesat your page to when they bounce
to go do something else orclick on another link.
That time will go up becausepeople will know that what
(22:09):
they're looking for is there.
All they need to do is find it,and that's great, because
Google will see that signal andit will show your page to more
people.
So those are your seven tips.
You want to make sure youunderstand your audience.
You want to make sure yourheadlines are compelling.
You want to make sure yourcalls to action are strong.
(22:30):
Your product descriptions focuson the benefits of what it is
that you're selling.
Your emails have great subjectlines that are targeted to the
people that are supposed to bereading them.
And your social media posts areengaging and they ask for
people's feedback.
And, finally, that you makesure that you let readers
(22:51):
understand that your blog postsare relevant as soon as you can,
because that will help themstick on the page.
So that's your sevencopywriting tips, but that's not
all.
I got one more for you, becausethis is something that I work
on all the time, and thatproblem is your landing pages
just aren't converting.
(23:11):
So this is your bonus tip.
Tip number eight we're going toaddress the problem of landing
pages not converting.
So I'll tell you many thingsabout landing pages.
The first thing is it's reallyhard, at least in my opinion, to
guess what a landing pagechange is going to do to
(23:32):
conversions.
You may create what you thinkis the best landing page you've
ever seen and you may find thatdoesn't convert very well, and
then you may change a thing onthat landing page that you think
is going to make it worse, andit may make it better, or vice
versa.
I will tell you this is a verydifficult thing and the only
(23:53):
solution to this is to do somesort of testing.
And I'll tell you somethingabout landing pages.
Small changes in conversionrates of your landing page can
make huge differences in yourprofitability as a business.
So this is worth your time.
You want to make changes on yourlanding page one at a time,
(24:17):
change one thing at a time andsend enough traffic to that page
to test.
It totally depends on the nicheand you can do kind of
statistical analysis.
But my rule of thumb is yousort of need 100 visitors before
you make a decision aboutwhether or not a change made
something better or worse.
And if you say to me well, mark, I don't have enough visitors
(24:41):
to do this kind of testing, Isay to you why not spend a few
bucks on paid traffic?
And that way you can use thatto test your landing pages and
you can optimize sort of onething at a time.
Start with a headline, makesure it clearly states the
benefit and then start workingon your copy.
And I will tell you thatoftentimes simpler copy,
(25:02):
especially on Freebie landingpage.
Less is more.
Don't give the reader a lot oftime to make a decision.
It's a simple landing page.
You want them to do one thingwith that strong called action
that we have talked about above.
And there's just not a lot ofstuff to read.
There's not a long video to gothrough.
I find that simple landingpages often convert better.
(25:27):
Often it's the ugliest landingpage.
The other two tips that I'llgive you that I've found over
the years are regarding landingpages.
One is make darn sure thatwhatever you're doing is
optimized for mobile, becausemore and more people are coming
to landing pages on their cellphone and if you design it on
your computer and it looksterrible or things are in the
(25:47):
wrong order or the call toaction is below the page folder,
whatever on mobile, yourconversions will be destroyed by
that.
Make sure you're looking atyour landing pages on your cell
phone.
And then, finally, make surethat you add a customer
testimonial or a trust badge orsomething close to the call to
action button.
That will give you a boost incredibility.
Just a simple testimonial canmake a huge difference.
(26:10):
Put it close to the button.
Okay, so that is my eight tips,so with seven, with a bonus tip
on how you can improve your copy.
Today, just take one of thoseand go fix something, test
something, try to make somethingbetter and see what happens If
you make a habit of that, ofimproving your copy week to week
(26:34):
, month to month, day to day,where you're always trying to
make your copy a little better.
What you'll find is thosechanges will accumulate over as
you build your business and twothings will happen.
One is your conversions willimprove and two, you'll become a
great copywriter.
Now, as I promised, if you wantto take a shortcut, ray has
(26:54):
this amazing offer out there andbasically what it includes is
access to Ray, access to acommunity, access to Ray's
artificial intelligencecopywriting tools and, by the
way, these tools are amazing.
They're kind of hand specifiedby Ray and crafted by AI experts
specifically for people who arewriting copy like us.
(27:16):
You get all those things andyou can check that out at
latenightimcom.
Forward slash Ray.
And I don't expect this is notfalse scarcity.
I don't expect this will lastforever, because Ray's gonna
fill that thing up and then shutit off because at some point
he's going to get more people inthere that he can deal with.
(27:39):
So if you want to just check itout, even if you don't take
advantage of it, just go, take alook.
It's pretty cool to see thekinds of things that Ray's doing
with copywriting.
He's a great guy to follow overat rayedwardscom and, again,
you can check out the specialoffer of his at latenightimcom
(27:59):
forward slash Ray.
Oh and, by the way, I didpromise you notes on this
session.
I've got a nice PDF for you todownload over at latenightimcom
forward slash copy tips.
Again, that's latenightimcomforward slash copy tips.
So if you want to check outRay's stuff, that's
(28:21):
latenightimcom forward slash Rayand if you want to check out
the notes from this session,that's latenightimcom slash copy
tips.
Until next week, I hopeeverything goes your way.
I hope it's amazing.
I hope your life is amazing.
I hope that you choose to seethe challenges that come to you
(28:45):
as opportunities to go kick somebutt and do things that other
people just aren't willing to do.
That will give you competitiveadvantage in your marketplace.
And I'll see you next weekbecause I'm gonna help you with
all of that.
Speaker 3 (28:57):
Ciao, you can do it right when it's late at night,
you've been listening to theLate Night Internet Marketing
Podcast.
Be sure to visitL-N-I-M-Podcastcom today to
leave feedback for Mark,download special bonus content,
access the show notes and more.
(29:18):
See you there.
Until then, go and make somegreat progress on your internet
business one night at a time.
Speaker 2 (29:25):
Download your business one night at a time.
Speaker 1 (29:35):
You know, copywriting is a really interesting thing
and I you know just marketing ingeneral, but I think
copywriting in particular is areally interesting thing.
Of all the marketing things, Ithink copywriting is the most
important thing, and I'll tellyou why.
In order to get really good atcopywriting, you need to
understand psychology, andpsychology is fundamental to
(29:58):
marketing.
So being a good copywritermakes you a better fundamental
marketer, because to write goodcopy, you need to understand how
people think and you need tounderstand words of persuasion
and how to persuade people to dothe things that you need them
to do in order to take theaction that you want them to
(30:21):
take.
And oftentimes I hear peoplesay, oh, that sounds
manipulative.
You know I don't want tomanipulate people into doing
things.
You know, if you're doingbusiness correctly, you've got
solutions that will help peopleand you need to persuade them to
take advantage of thosesolutions.
I mean, if you're running thekind of business where you're
intentionally trying to cheatpeople, then yeah, sure, okay,
(30:45):
marketing's manipulative becauseyou're trying to convince
people to get taken advantage of.
That's bad, but that's not what99.99999% of business people
are doing.
We're trying to create valueand we have these offers that
have massive value and we needto match buyers with that offer
(31:11):
in order to allow people to takeadvantage of that, allow people
to get the benefit of thismassive value.
I often say, like if you had thecure to cancer but nobody
wanted it, what would you do?
Well, you would market it.
You would try to get peopleconvinced to take the cure for
cancer, right I mean because itwould help them.
(31:34):
It would save their lives,literally.
And while I know that most ofyou aren't saving people's lives
with your products, some of you, by the way, are in ways that
you can help them In ways thatyou can't even imagine.
One of my best friends savedpeople's lives with his podcast.
Your reach, maybe, and yourimpact is probably much more
than you think it is.
That's also a topic for anotherday.
(31:57):
But if you want to help people,you need to market to them.
That's what you need to bedoing.
If you're not getting better atthe marketing that you're doing
, not only are you cheating yourown company, but you're doing a
disservice to the people thatyou should be helping, because
(32:17):
you're not doing a good enoughjob at informing them of the
decision that they could make tomake their lives better in
whatever way you're able to dothat.
Just something to think about,ciao.
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