Q: Which ads make the most money? What kind of Web page presentations work best? Which press releases generate the most traffic? How do I go about making the best banner, the best link title?
I always answer, A: The ones written backwards.
A: First, you need to find a large group of people that you know you can get your Web page, ad, banner, link, press release, whatever in front of---repeatedly---for a very low cost. They're all over the place; just pick one.
Now, consider this group of people. What are they like? What are their fears, desires, hopes? In short, what do they want? Next, even if you don't need an ad, write an ad for it.
Q: An ad about what?!
A: Telling them what they want.
Q: They already know what they want!
A: Well, then, this is going to be easy, isn't it: All you have to do is tell them that you've got it!
Q: Got what? Where did I get it? I'm not even sure exactly what it IS!
A: Precisely. You only discover exactly what it is while you're writing.
Q: Are you drunk?
A: Now you're being forward!
With which my answer continues, “But I want you to try being BACKWARD. You do that by starting to write about what will excite your audience, about what will ease their fears or fulfill their needs. Make them salivate. Forget the grammar, ignore the spelling; just write from enthusiasm. Not much more than a first draft, mind you; but keep writing until the idea is so specific that you're *certain* you don't have it.
And they respond, “You're obviously given medication---you're just not swallowing.”
So I continue with my answer, “Make sure your copy is so exciting that even you want it. Because then you're motivated enough to go out and find it, buy it, join it, invent it, write it, make it, hire someone to do that, or discover that you really had it all along, Toto. (So, I'm not necessarily talking about you getting a different product or service than you already have; but, at this point, you may want to reevaluate your ability to successfully promote it.) If none of that is possible, then start over again on another idea about a different subject. Hence, "not much more than a first draft."
So, now you have an '"it"---your Ultra-Web-Widget 9000, an Employment-Opportunities-For-Hamsters Site, “Nuclear Arms Negotiating For Dummies," or whatever. You have the first draft of your copy about it. Now you can maximize your copy's impact using power phrases, benefit translation, branding, and all the rest. But, as long as you began your idea "backwards," it will actually be hard for you to not make some money from it. (I know that it's made me a millionaire twice, and it's proving itself again, now on the Web.)
© Dale Armin Miller is Master-at-arms of the Internet Marketing Success Arsenal!™ “What works online — guaranteed” ... where you can get free, detailed, online-marketing strategies.
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