February 2009  Issue #18
Carline Anglade-Cole CopyStar E-Zine

Carline Anglade-Cole
 
CopyStar Archives: 

Late-November 2008
November 2008
 The Versatile Freelancer
 
Instant Royalties!
 
Taylor Made Solutions
Copywriting S.O.S!  
Here's more help to turn you into a CopyStar... (click-on photos below for more information)
  
Which One Won? 
 

 
Anatomy of a Kick-Butt Control

Sizzling hot copy - written by Y.O.U!

Hiya CopyStar,

We're going to turn wimpy copy into smokin' hot controls! How?
 
By grabbing your prospect by the eyeball and not letting go until you make the sale - Kaching!
 
And you're going to make it happen by doing one simple thing:
 
Replace limp and lame copy with powerful trigger words!
 
Ever heard of 'em?

They're the words that spark action... ignite energy... and infuse your copy with pictures and illustrations that keep your reader hanging at the edge of his seat!
 
Trigger words pluck emotion strings:
 
They get your blood boiling...
 
... Make you green with envy...
 
... unleash the floodgates of tears...
 
... scare the beejesus out of you...
 
... but most importantly - trigger words get you picking up the phone and saying "I want this product NOW!"
 
Ooooooh... don't you just love that!
 
So what are these trigger words?

They're words that paint a visual picture... bring to mind a specific pain or joy... or move you to action! For example:
 
Let's say you want to stir up some anger in your prospect. The first thing you need is a person or thing to target that anger - yep, you need an ENEMY!
 
And you're going to call that enemy all kinds of juicy names that get your prospect seeing red! For example...
 
If you're writing for the health market - don't attack "the pharmaceutical companies" - noooh - that's way too nice!
 
Call them the "Fat cats"... "pill pushers"... "Big Pharma"... "drug czars"... and "unscrupulous big wigs shafting you out of your hard earned money!"
 
Aargh... doesn't that just get you steamed up?
 
And now you've just set the stage to position your product as the hero - the one and only solution your prospect needs to start feeling better today!
 
Now, here's another powerful theme that can create killer trigger words: Betrayal!
 
Maybe it's my years of reading romance novels as a teenager... or my sister Viv and I listening to Keith Urban's country songs - but I really love creating "done me wrong" scenarios! I feel it's my duty to show the prospect how he's been lied to... cheated... and led down the wrong path!
 
'Cause I hate when that happens to me - don't you?
 
So what words come to mind when you think of betrayal?
 
How about: "What the drug companies don't want you to know"... "Baldfaced lies your doctor is telling you"... "caught red-handed"... "conspiracy"... "cover-up"... "What popular medical tests don't really tell you"... "fleecing you"... "flim flam and sham artists"... "hucksters"... "pull the wool over your eyes"... and  "snake oil remedies" - just to name a few!
 
Ok, ok, one more theme. Hmmm... how about: frustration!
 
One of my most successful headlines tapped into the frustration of my health market. It was for a Sun Chlorella project:
 
"If you are sick and tired of..."
 
Then I listed all the health problems my prospect faced and empathized with him - and then offered a concrete health solution. The package ROCKED!
 
But here are a few more choice words that ooze frustration:
 
"Bullying you into going under the knife and kicking yourself for caving in"... "drugs offer you a temporary fix - when you want a permanent solution"... "natural remedies are off-limits unless you know where to get them"... or ...
 
... "beating yourself up trying to find a solution"... "doctors want you to grin and bear the pain"... and how about "Had enough?" - that was also a killer headline for many years!
 
Ok, I lied. I can't stop here - let's talk about a more positive emotion - the promise of feeling good!
 
This is where the hero (your product) can really stand out as a star! It's the solution your prospect has been waiting for - so yell it from the top of the Eiffel Tower:
 
Not just better vision - but EAGLE EYES!
 
Not fast - but BREAKNECK SPEED... or PUSH-BUTTON HEALING!
 
Not depression - but BANISH THE BLUES!
 
Not good for your mind - but BRAIN BOOSTING!
 
Not great - but PHENOMENAL... AMAZING... and WOW!
 
Not unique - but THE ONLY KNOWN CURE or... LITTLE KNOWN REMEDY...
 
And not heal - but DISEASE-PROOF...FEEL DECADES YOUNGER THAN THE AGE ON YOUR DRIVER'S LICENSE... REVERSE SICKNESS...LIFE-SAVING...RENEWED ENERGY...BRINGS SICKNESS TO A SCREECHING HALT...UNCLOG YOUR ARTERIES... SURGERY CANCELED!..and as the saying goes, "and much, much more!"
Now I must warn you...

Trigger words are extremely powerful - so powerful they can scare the heck out of your client's legal department. Some of these words may make some clients queasy. But that's ok.
 
Let the client red line the problematic words in your copy. You can fix it later. Remember - it's easier to tone down copy than rev up the energy level later on!
 
Are you getting the picture, CopyStar? Ok, now here's your homework:
 
Take a look at copy you've recently written. Really scrutinize it. Do you see emotionally impotent words? If so - squash 'em - and replace them with trigger words that spur your prospect to action!
 
And make it your goal never to write boring copy again!
 
That's how you'll experience an explosion of controls that keep your wallet stuffed no matter what's happening in the economy!
 
Wow! I was blown away by how many of you wanted to clean your colon!

My client got over 140 emails from you saying "Yes, I want to clean my colon". He was thrilled with the response. I told him my CopyStar readers know how to take advantage of a cool opportunity - but nooooh...he didn't believe me - but boy did he ever find out!
 
Anyway, most of you should've received your cleanse kit by now. So hopefully you've started taking the stuff. When you notice a difference in your health or when your 30-day supply is over - make sure you send Caleb an email and tell him about your experience.
 
Remember, good or bad - it doesn't matter. He wants to hear from you. You can send him your testimonial and photo by email to: calebodowd@gmail.com.
 
Or you can mail him your story and photo to:
 
Biscayne Labs
Attn: Caleb O'Dowd,
3101 SW 34th Ave, Suite 905-467
Ocala, FL, 34474

Use your copywriting skills and really make your testimonial SING! You may find your photo and testimonial on an upcoming promo written by yours truly!
 
By the way, if you have no idea what I'm talking about - see the mid January issue for all the details. Click here Mid-January CopyStar and check it out!
 
 
Still on baby alert...

My first grandbaby is due any MINUTE now. I CAN'T WAIT!
 
I think I'm more excited about becoming a grandma than when I became a mom! And I picked out my official grandma name. It's "Coco!"
 
Thanks to all of you who shared your new grandparent experiences with me. And congrats to Tiiu Kai - who became a first time grandmom to a beautiful little girl named Mikayla! I can't wait to join the grandma club!
 
By the way, Tiiu just started her own copywriting ezine called the "5 minute Bulletin Board" - way to go, Tiiu! It's FREE! You can check it out at: http://tiiukaicreative.com
Yours for stellar results,

Carline

Carline Anglade-Cole
Million-Dollar Copywriter & Consultant

 
P.S. I found her! In the mid-January issue - I put out the alert for a woman I met at the AWAI 2008 Boot camp. Well, within minutes of sending out the issue - Karen H. said, "Carline, it's me!" So Karen and I reunited and I passed her name on to a client looking for a premium writer. Hopefully Karen will get a shot real soon at writing the copy!

Phone: 770-554-8878
Fax: 770-554-2643