The Affiliate Marketing Tips Everyone Ought To Know

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? 7 KEYQUESTIONS
EVERY COPYWRITER YOU HIRE
MUST BE ABLE TO ANSWER
TO WRITE KILLER DIRECT
RESPONSE COPY AND CREATE
MARKETING CAMPAIGNS THAT
WILL OUTSELL THE PANTS OFF
YOUR COMPETITION!

Attention Business Owner: Bad Copy Wastes Precious Dollars and Costs You
Sales - That's Why You Need to Know...
"The 7 Key Questions Every Copywriter You
Hire MUST Be Able to Answer To Write Killer
Direct Response Copy and Create Marketing
Campaigns That Will Outsell The Pants Off
Your Competition!"

**************************
It is very rare for a professional copywriter to write this kind of report.
Many other copywriters and marketing consultants do NOT want you know this
information. Please take the time to read it carefully. In fact, if you are -
as I hope - very interested in making sure that your company's sales
materials - both printed and ONLINE - are successful, then
I urge you to get comfortable, ask not to be disturbed, and
STUDY this report - it IS that important! It reveals vital
information you NEED to know!
**********************

Dear Friend,

It's shocking but true.

Every day, businesses hire copywriters that they should not be hiring - individuals who quite
often lie about their qualifications, charge you a LOT more than they should, and provide you
with sub-par sales materials that in the end do NOTHING for your business's bottom line...
wasting time, resources, sales, and opportunity.

Crafting marketing campaigns and sales messaging that deliver real RESULTS is an incredibly
vital skill - particularly given today's challenging economy. And finding a copywriter who can
rise up to meet the challenge can be extremely difficult. There are plenty of writers - many of
whom quite adept at promoting a positive image. But here is the undeniable truth:
IN TODAY'S FIERCELY COMPETITIVE LANDSCAPE, YOUR BUSINESS CANNOT
AFFORD THE RISK OF INEFFECTIVE SALESCOPY!

I realize that you might not believe that right now but think about it for a minute. How well did
that last direct mail promotion work for you? Were you satisfied with the results? Or your
website that you dropped thousands (if not 10s of thousands) of dollars on... has that led to the
flood of business you'd hoped for? And if you didn't get those customers, who did?
The 7 Key Questions You MUST Ask...

Page 1

If you're like far too many business owners the likely answer is the copy used in your marketing
materials isn't doing the job intended. Here's the problem:

Hire the wrong person to write your salescopy and it's almost a lead-pipe cinch that your
marketing campaign will underperform... if not fail miserably. And that's just WRONG because
money's tight and you can't afford to see it wasted on words that just don't work.


This report is going to give you the inside-scoop on what we think you should do the next time
some fast-talking copy-slinger crosses your path - to make sure you hire only the best of the
best. Which is exactly what it takes to deliver sales copy that will enable you to outsell the pants
off your competition. You'll be armed with the knowledge you need to make the "write"
decision.

In just a minute, I'm going to reveal what the 7 Key Questions are, but first let me answer a
couple of questions that are probably on your mind:

Who Are You And Why Are You Revealing This Information?

My name is Jack Turk and I'm the Head Copywriter for GKIC. I've written professionally for
businesses of all shapes and sizes for nearly 30 years all across the US - from small businesses
like your local Dentist and Attorney to multinationals like Kodak and Microsoft. My copy has
been used to sell a wide range of products and services - nutritional supplements, video games,
dental implants, and even international software development conferences.

I've hired, fired, edited, trained, and managed teams of writers of all shapes and sizes - which
means to you I have a sharp eye when it comes to recognizing what works and doesn't work
when it comes to words on a page or a website.

I'm revealing this critical information that a lot of copywriters don't want you to know for two
main reasons:

REASON #1: If you end up hiring a substandard writer - and your promotional campaign falls
flat on its face - this could well sour you on using Dan Kennedy style "Magnetic Marketing" in
the future... which is not good for us and it's even WORSE for you ... because your business
will be deprived of the real benefits of using quality direct response materials.

REASON #2: I HATE to see sub-par writers spoil the pot for all the really GOOD copywriters
out there - and by helping you better separate the wheat from the chaff it will raise the quality
bar across the board by giving good writers more work and forcing sub-standard writers to work
harder at improving their skills... so everyone will benefit.





The 7 Key Questions You MUST Ask...

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Okay, now that you know who I am and why I'm doing this, let's talk about "The 7 Key
Questions Every Copywriter You Hire MUST Be Able to Answer To Write Killer Direct Response
Copy and Create Marketing Campaigns That Will Outsell The Pants Off Your Competition!"

Now... you may be expecting a series of questions like:

"Do you have any samples?"

"What are your rates?"

"Can you show me your testimonials?"

"How do you handle billing?"

"What kind of turnaround can I expect on the project?"

And those are all good questions. Any wordsmith worth his-or-her salt will have ready
responses in place. As someone who's reviewed enough writer resumes to fill a parking lot,
however, let me lay on you some queries that the average copy jockey ISN'T expecting ... which
will enable you to see who's ready for prime time in your business.

Okay, here we go...


QUESTION #1:
Do you have a solid grounding in the principles of direct-response
copywriting as taught by Dan Kennedy?


First off - you MUST use "Direct Response" sales copy. Accept no imitations. You want the
real thing.

So... you might be asking... "How can I tell if it's Direct Response copy?" We'll, it's actually
pretty simple. In fact, you can tell just from how it looks.

On the next page you'll find three examples - a sales letter, a squeeze page (to gather opt-ins
online) and an online sales page. You'll see some very clear similarities...




The 7 Key Questions You MUST Ask...

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Whether web page, squeeze page, sales letter, what-have-you, Direct Response copy always has
a consistent look - which includes a benefit-oriented headline (circled above), the use of
testimonials, copy written directly to the prospect, a clear call to action, and several other key
elements.

There are lots of programs out there teaching you how to write Direct Response sales copy.
Some are in fact pretty darned good. And several come from solid professionals like John
Carlton, Yanik Silver, and a few others.

But... ask any top-notch working pro out there who they look to for both insight and inspiration
on the craft of writing sales copy that consistently generates big numbers... and the one name
that stands out from the crowd is Dan Kennedy - head and shoulders above the maddening
crowd of writing-guru-wannabes.

No one but Dan Kennedy consistently produces huge return on investment for his many private
clients.
No one but Dan Kennedy has spent years in the trenches learning what REALLY works when
crafting salescopy and marketing campaigns for all kinds of media in all types of markets.

Finally, no one but Dan Kennedy has taken the time to actually share the fruits of his knowledge
in a wide-ranging body of training materials - conferences, manuals, books, and many many
more.
Bottom line: Dan Kennedy is THE name you want to see noted on any writer resume you read -
it's like the "Good Housekeeping" Seal of Approval when it comes to showing that the writer
truly "gets" the core principles of Direct Response Marketing. Do NOT settle for anything less.




The 7 Key Questions You MUST Ask...

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QUESTION #2:
Do you have a clear plan for increasing your copywriting knowledge
and continuing your education in the craft?

This is soooooo important.

If you ever hear any copywriter claim to "have this salescopy thing all down pat" run like the
wind named "Mariah".

Nobody has this down pat. Any writer who's truly serious about the craft recognizes that it's a
lifelong journey up an unscalable mountain. At its core, copywriting isn't about words, it's
about numbers... leads, opt-ins, sales, and upsells. Words are just the tools you use to generate
the numbers you need.

Grappling with that reality is a wrestling match to last a lifetime.

Sure - a copywriter should take pride in his accomplishments - but also recognize that standing
still is NOT an option, especially considering the rapid pace of technology. Ten years ago, who
would have imagined the rise of media outlets like Facebook and Twitter? Who was crafting
video sales letters for websites? Who was designing advanced multi-channel campaigns
combining email autoresponders, postcards, websites, streaming webinars, and long-form sales
letters?

If you're NOT taking the time to stay abreast of these and a zillion other simultaneous
developments in advanced sales and marketing strategies and tactics you are falling way behind
the pack. Continuous education in the craft isn't a luxury, it's an imperative. And any
copywriter that isn't devoting serious time and investment in their ongoing education ...

Well....

If you ask me, it's just hard to take them seriously.

So make certain that any writer you choose has a clear plan in place for staying on top of the
latest developments, tactics, and trends in direct response marketing. At a minimum, they
probably should be constantly on the prowl for new books and courses on the subject. Optimally
you'd find them enrolled in some kind of mentoring or mastermind program for copywriting.

Which actually leads us to the next question:
The 7 Key Questions You MUST Ask...

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QUESTION #3:
What do you do to make sure you have access to the LATEST trends
in copy... to see what the highest paid copywriters today are using to
generate huge numbers for their customers?

This links tightly with the previous question - but in a way that goes beyond "does this person
invest in themselves to increase their potential?"

As I mentioned earlier, there are a lot of books and programs out there on the subject of
copywriting. Some of the, such as John Caples's "Tested Advertising Methods" are classics and
belong on every writer's shelf. Others, however, met the needs of a specific generation but their
methods and tactics today would be considered passe at best.

The key answer you're looking for here is someone who takes part in some kind of ONGOING
PROGRAM for copywriting professionals - a program that includes lots of real world examples
from cutting edge, current campaigns... coupled with an honest discussion of what worked, what
didn't, and what was learned to apply in the future. That's vital.

Better still would be training that included some kind of "Ask the Experts" component - where
they could pitch their ideas on the fly to one or more copywriting / marketing experts to get real
time feedback and insights. That way you know for certain that their ideas haven't been
developed in some kind of "theoretical vacuum" without any kind of practical rubber-meets-the-
road basis in reality.

In this business, it's not only what you know it's who you're learning what you know from. It's
best if they're already plenty busy and plenty successful.

QUESTION #4:
Do you have a solid grasp not only of copy but of how
copy fits into an overall marketing campaign?

This is a critical factor to consider when looking at beginning any kind of relationship with a
copywriter and it's one you must take into account.

Copywriting does NOT equal Marketing.

And

Marketing does NOT equal Copywriting.

Both are entirely separate, distinct, yet intimately related disciplines.

(Let me put off a discussion of how "SALES" relates to copy for a second... just hold that
thought....)

The 7 Key Questions You MUST Ask...

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Marketing encompasses everything a business does to set the stage for the sale - identifying the
target market, creating the offer, choosing which media to use to get the message out to that
market in the most effective way possible, figuring out the proper timing for the message, and
many other details.

Copywriting more accurately falls under the category of "closing the deal" - whatever that deal
may be.

As a Direct Response copywriter, your goal is to pinpoint the one specific action you want the
prospect to take and then empty all barrels in a shotgun blast to accomplish that one key
objective:
It might be to get the prospect to offer up their name and email address on an opt-in
webform.
It might be to get the prospect to call to set a date/time for a face-to-face meeting.
It might be to close the sale for a $5000 seminar.

Note the key to each one of these... it requires a single, specific action to be taken by the
prospect in response to the copywritten "call-to-action" - hence the apt label known as "Direct
Response Copy."

Now there may be multiple ACTIONS required in the overall process to move the prospect along
to the final decision point of closing the sale... with each action pushed along through the use of
some specific, carefully crafted bit of wordsmithed salesmanship.

The crucial truth here is that the copy operates within the framework of a carefully thought
through Marketing campaign - outside of which the copy really has no meaning whatsoever.

That's a very key concept to grasp. And unless the copywriter you hire has a solid foundational
understanding of Direct Response Marketing principles, any content you acquire from that
copywriter almost certainly will fail to deliver the results you hope to see.

Marketing sets up the sale. Copywriting (as it has classically been referred to "sales in print" - a
great copywriter can produce a salesletter that can outperform face-to-face selling and scale
dramatically at minimal expense... told you I get to that point in a bit...) exists to cement the
deal, whatever that deal may be - whether opt-in, call-in, or cash-in.

On to the next core question you must ask, which is:
The 7 Key Questions You MUST Ask...

Page 7


QUESTION #5:
Who do you rely on for feedback on your copy? Do you have
someone you can trust to give you clear, useful criticism?

The painful truth is this:

It's a rare writer indeed who can produce top-quality work without a capable editorial shoulder
to lean on.

Sure. They're out there. But they're fewer and farther between than you might imagine given the
glowing testimonials and praiseworthy comments you see emblazoned across their websites and
business cards.

Fact of the matter... that the top few will honestly admit... every writer can use the help of a
suitably-jaundiced-eye editor. Especially when working on a project that faces tight deadlines,
makes bold promises, and is under enormous pressure to deliver.

And for a moment, let me speak directly to you as a writer who's dutifully scribed both in a
corporate setting and as a professional freelancer...

It can get lonely.

Bear with me a moment and let me tell you a personal story about a very near and dear writing
project of mine.

Right after leaving college, for at least a decade I labored over a movie script for a feature film.
It was an adventure story, set in the days of knights and castles and magic and yore. It had
mystery. Wonder. Romance. And Tragedy... boy, was it tragic.

I sweated over this script night and day... it was my dream project. And I knew deep down in
my heart of hearts it was going to be a home run - if only I could get it in the hands of the right
person.

Well, I finished that script. And through a cousin who lived in LA, I managed to get it read by a
script reader in Ron Howard's "Imagine" studio! I couldn't believe my good fortune... success,
a new career, and even a potential Oscar were winging their way my direction.

Then... I got back the notes from the studio. One word stuck out:

REJECTED

There was feedback... not much, just a paragraph or so, with two words crying out loud and
clear:
The 7 Key Questions You MUST Ask...

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"tortured dialog..."

This is what's commonly referred to as a "teachable moment."

It was then that I grasped full-throttle the enormous value of having a wise editor in place before
sending out something to sell. If I had had someone I could trust to give me honest, useful
feedback on that script I would have had the chance rewrite accordingly. Fix story flaws.
Revise plot lines. De-torture dialog. Maybe that script could've been saved and my lifelong
dream offered to the masses on screens of silver nationwide.

Alas, t'was not to be. But the lesson was well learned.

Now finding a qualified ear to bend when it comes to copy... that can be a challenge. Every
writer knows full well you can't rely on friends and family. At best they'll spot a typo or two; at
worst you'll get "that was very nice."

Neither response will do anything for the bank account. So as a writer myself, I've learned to
cultivate a small circle of seasoned pros I can trust to give me feedback fair and square. No
punches pulled. No holds barred. Honest. Direct. Focused. That's what writers want and need
most of all.

Make sure any writer YOU hire has that same editorial cadre in place.

Onwards to the next question, which relates to something that directly affects YOUR time and
energy:

QUESTION #6:
Do you have a reliable system in place for capturing
information from your clients?

Picture this...

You're launching a brand new "something"... maybe you're opening a new store location. Or
it's a new product/service you're going to offer. Specifics don't matter, the point is you have
something NEW and COOL to announce to your customers.

Four weeks back you hired a copywriter to create the sales letter and website copy to drive sales
for this new widget. There was an initial face-to-face where you discussed the details (price,
launch date, target customer) and afterwards you exchanged a couple calls and emails.

"Everything is going GREAT, you're gonna love it!" he assures you.

Superb.

The 7 Key Questions You MUST Ask...

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