Issue #28 — Mindset > Skills. Use Picture Words, Rare Gary Halbert Interview, Book Recommendation: Creating Products That Sell Themselves
Helping your business create wealth with words
Hey Friend,
In business and in life, I’ve realized over and over again that — mindset beats skills.
Many of us are skilled enough but may lack the mindset it takes to become a successful entrepreneur or a writer.
Likewise, we may be kind, and empathetic but so introverted or egotistic that we barely even make good friends.
Let us take that first step together toward changing our mindset to become our ideal selves. Doing one small thing every day is enough.
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How? From copywriting insights to ad breakdowns, from book recommendations to free copywriting resources and a little extra life tip every week.
Onwards to our regular section…
Golden Copywriting Quote
“Copywriting is the art of turning words into money.”
— Michael Masterson
Cool Copywriting Tip
Use picture words in your copy. As Eugene Schwartz said — Your buyers think in images. Create an image in your buyer’s mind.
Using picture words saves the reader the effort needed to understand your product.
Below is an example of how IKEA uses picture words perfectly.
Ad Breakdown
Here is the social media ad for XERO.
Xero is an all-in-one business financial management software helping you in accounting- invoicing, paying bills, and overseeing the big picture of your financial goals.
Entrepreneurs dread managing financials themselves. Xero focuses on that pain point.
Business Zen with Xero
It rhymes and resonates rightly with its audience, right?
Get paid faster by letting Xero chase unpaid invoices for you. Xero will automatically send an email when a payment is overdue.
Talks about the benefits. Uses short sentences.
Switch to Xero and experience peace of mind like never before.
CTA also talks about the results you or your business can achieve instead of saying “Learn more” or “Start Trail”.
What’s missing?
A star rating or testimonial, some metrics, or a couple of top customer names.
Still, the Ad looks decluttered for the Zen it promises. And can bring in clicks for prospects who want to know more.
What would you like to add? Comment below.
Book Recommendation
Baked In: Creating Products and Businesses That Market Themselves
In a world paralyzed with advertising messages both online and offline, Alex Bogusky and John Winsor’s book, Baked In tells you how to build marketing into the product itself. So it sells itself.
The authors both advertising veterans propose a mindset shift so the product markets itself.
Key Takeaways:
Shift the Focus: Move away from creating ordinary products and relying on external marketing to sell them.
Embrace Innovation: Develop truly unique and useful products that people will naturally talk about.
Product as Message: Design features and experiences that embody your brand’s values and spark conversation.
Leverage Technology: Utilize digital tools and social media to amplify organic brand advocacy.
They highlight Nike+ (Innovation & Product as Message) as a prime example. This wasn’t just a new shoe; it was a shoe integrated with an iPod nano, creating a unique running experience.
People weren’t just buying a shoe, they were buying into a way to track progress, share achievements with friends, and be part of a running community.
The product itself embodied Nike’s brand message of innovation and pushing athletic boundaries.
Though the book’s core concept is a bit straightforward, its brevity and case study examples make it a valuable read for entrepreneurs and marketers looking to build brands that resonate with consumers on a deeper level.
Give it a read.
Useful Copywriting Resource
Look what I found for you. A gold mine of copywriting knowledge.
Here are 4 video interviews (8-part series) of the legendary Gary Halbert, each running about an hour.
I insist you listen to these. Even if you glean over these you will gain golden insights that you can implement right away.
That’s it for today.
Stay Zesty,
Brinda Koushik
Tech Content Marketing Writer
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Hurrah for another great email filled with tips and techniques to build a better business. thanks again, Judy Helm Wright--Author/Historian/IntuitiveWiseWoman