Vol. II, Issue 11– 21 August 2007
Editor & Publisher: Tracey Dooley

As always, thank you for being a CfS subscriber. (You are receiving this newsletter because you requested it.) Please help us grow together and forward this issue to any friends, peers and associates you think would benefit. Thanks!

In this month's success-packed edition:

1. Publisher's Preamble
2. New Email Best Practice Guidelines
3. One Slot Open
4. Top 3 Proven Headlines to Boost Sales
5. About the Word Doctor
6. How to Leverage Your Thank You Pages
7. Client Corner
8. How to Choose a Good Company Name
9. Competition
10. Recommended Resource
11. Passive Income Made Easy
12. Business-building Marketplace

I always considered August to be a ‘slow’ month. In France, for example, most things come to a grinding halt for the entire month as the French take their annual leave en masse. Over here in Blighty, the school is out for summer – so a lot of exasperated parents pack up their kids and head off for a ‘holiday’. And then August is traditionally the time when parliament and the law courts enter into summer recess…

But for me August has been anything but quiet. I’ve had more proposals to get out than ever. More clients are coming on board. Project deadlines seem to clamour for an August spotlight. I got a little further with the book I’m writing. And in true Dooley fashion, I started another three ‘in progress’ special reports. A couple of friends decided to have an impromptu wedding. There was a christening to attend, too. Plus, I’m in the middle of moving house, so I’ve had loads of things to finalise and organise. On top of all that, I expanded my entrée into the online social media world…

Phew! What a month! Although most of it was thoroughly enjoyable, I am looking forward to a quiet September. But that’s when I’ll be moving… Oh dear. : )

Competition Winner

In response to last issue’s competition, I’d like to extend my congrats to Mike Doragh of XP Computers, who bags his own copy of A Guide to Promoting Your Business, worth £15.

Don’t worry if you didn’t manage to win, we’re doing it all over again this month! Details below.

Headlines are Important! Sometimes, it can seem as if the world is conspiring against you and your marketing efforts. But not if you use a time-tested powerful headline! In the world of marketing communications, whether online or offline, your headline can lead to marketing success ... or failure. Copywriting and marketing pros alike turn to certain headline formulas that they know will always work well. In this month’s article, I present my favourites, and show you how you can use each one in your own marketing.

Until next time, take care

Tracey

PS Are you taking advantage of your FREE CfS subscriber ad? There are only 1-2 free slots per issue. Send yours here. Please make sure you keep it to a maximum of 5 lines, 65 characters per line (including your URL or email address). Copy deadline for the next issue is 10 September 2007.

PPS Please add the following email addy to your whitelist or address book in your email program so that you always receive your issues:

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The Direct Marketing Association (DMA) Email Marketing Council has updated its Best Practice Guidelines to continue to raise standards within the industry. The move comes as a response to the changing shape of the email marketing industry, and to help ward off any potential threats of legislation. “By adhering to our guidelines, email marketers can maximise ROI and cut through inbox ‘clutter’,” comments Rupert Harrison, chair of the DMA Email Marketing Council’s Best Practice Hub. For further information please visit www.dma.org.uk.

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I have one mentoring slot left for September, but my diary is filling up... So if you're struggling to attract high-quality clients with long-term value, just contact me as soon as you can to get on the calendar. Of if you're a professional service provider, find out how my mentoring programme can help you start off on the right track:

http://www.business-marketing-advice.mediaminister.co.uk.

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At any given point in time, there are a number of major ‘conversations’ going on inside the heads of your prospective customers. This is partly down to the increasing demands on our time and attention... What’s more, your target market will only be aware of a small portion of this inner talk.

So you can appreciate why trying to sell anything – online, via a classified ad, or a letter, wherever – can be nigh on impossible. Until you find a way to stop all that mind chatter. And it’s your opening, or headline, that gets you noticed.

As well as grabbing that all-important attention, a great headline will help pull your readers into the body copy, so compelling them to read the rest of your message.

Here are three top headline formulas that have, over the years, proven to be winners. Try one or all of them in your own advertising and marketing materials, and see your response rates change for the better.

1. The 'how-to' headline

Perhaps the most used (and abused) headline of them all. When done well, the ‘how-to’ headline has the ability to dramatically improve the response. I use this type of headline all the time. What you’re selling here is how to achieve a given result. Some examples of ‘how-to’ headlines include:

• “How To Have a Long and Healthy Life”

• “How a Computer Crash Can Be Good For Business”

• “How to Open Your Own Online Shop in Just 15 Minutes”

• “How to Lose the Bloat (Safely) in Just 10 Days”

2. The question headline

Another winning headline formula I use often is the question headline. This can be a very effective way of using headlines, as the question will (or should) appeal to your prospects' emotions. It’s a good way of engaging your readers, too. When they read a headline written in the form of a question, they'll usually answer the question in their mind. Examples include:

• “Are You Making These Five Marketing Mistakes?”

• “Want to Stop Spam Once and For All?”

• “Are You Sick and Tired of the Daily 9-5 Routine?"

•  “Does Your Partner Do Any of These Embarrassing Things”

3. The testimonial headline

This is a very powerful headline technique IF you have specific and exceptional customer testimonials you can use. Examples include:

• "Everyone Keeps Commenting on How Well I Look – and I Feel Years Younger Already…”

• “My Website Traffic Increased by 315% In 31 Days…"

• "I Made £276 Yesterday Alone Using Your Marketing System! I Didn’t Think This Was Possible – Especially As I’m No Marketing Expert Myself."

• "Tom Jones’s Consulting Is Magic – My Sales Have Increased by 25% Over the Past Two Months!"

Tip: To appear credible, always include your clients' full names and their websites or the cities they live in. Oh, and be sure to get permission first!

Your headlines literally have the power of making or breaking your marketing efforts. So, take your time and test the different formulas above to see which works best for you. By testing and refining, you should hopefully see your sales grow considerably.

By Tracey "Word Doctor" Dooley, Creative Consultant | PR Guru | Marketing Diva.

(C) 2007 T Dooley, All Rights Reserved

Want to use this article (or any tip in this newsletter) on your website, blog, a message board or in an ezine? Not a problem! But please give credit where it's due. You MUST include the following:

Tracey "Word Doctor?" Dooley of MediaMinister (www.mediaminister.co.uk) is an experienced copywriter, editor and marketer. She has spent almost 14 years crafting compelling copy that successfully sells, informs, educates or entertains. =====>To sign up for her freebie business-building tips, marketing and publicity pointers, visit www.mediaminister.co.uk.

***Would you like some help in developing or polishing your headlines? I would be glad to help or act as a facilitator for you and your team... Just let me know.

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Tracey "Word Doctor" Dooley is an experienced copywriter and PR/marketing & editorial consultant. She has spent almost 14 years crafting compelling communications copy that successfully sells, informs or entertains. She can remove the hassle of writing, editing and producing all your marketing communications – including general business writing, blog writing/producing, web content, customer retention and sales letters, postcard campaigns, direct mail packages, brochures, ads, PR materials and more. She can ghostwrite your business articles, too. Just let her know a little about yourself (include things such as who you are, which company you own/work for, the size of your company, your industry, and so on), which service you

irequire, the type of copy you’re interested in (ad copy, direct mail copy, etc.), and she’ll get right back to you.

Get in touch via the online form at www.mediaminister.co.uk/contact.htm or email her your full brief and any supporting documentation.

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The humble ‘Thank You’ page (the page you display after someone subscribes to your newsletter or orders your service or buys your product) is one of the most responsive pages on your website.

As well as reassuring your subscriber, client or buyer, you could use it to promote some of your other products and/or services.

Try it on your order-confirmation pages, too. They’re some of the most highly responsive ‘real-estate’ spaces on any site, because the customer already has her credít or debit card in her hand.

Got an event, tip or resource you'd like to share? Email it to me and I'll include it in a future issue of Communiqué for Success!

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“My experience of working with Tracey Dooley was one of friendly professionalism. Her work was wonderful and responses to my queries quick and comprehensive. I would recommend Tracey Dooley wholeheartedly.”

– Clair Chapman, Integrated Publishing Solutions Ltd

If you would like to share how MediaMinister or CfS has affected you or your business, please email it to me by filling in the short form here: www.mediaminister.co.uk/contact.htm. As a thank you, your name, business and contact information will be published, so you get f*r*e*e* publicity. ;-)

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Question: "I’m having trouble thinking of a company name that isn't contrived, dull or just plain odd... Can you help?”

– Josie Fitzhugh, by email

Answer: Choosing a good business name is important not just for the legalities of operating a business, but also for making sure your prospective buyers choose you instead of your competitors.

Some experts say that your business name is the first thing that any potential customer will notice and is therefore more important than your sales pitch or even your end product.

I wouldn’t necessarily go that far, but it is certainly true that the name you choose will strike either the right – or wrong – tone with your potential customers.

Brands Sell

Successful organisations don’t just invest in developing good names; they work hard to develop a brand name. Because, over time, a brand is capable of doing the selling for you…

People remember a good business name. So obviously yours needs to say something positive about you.

A lot of ‘modern’ business names either use the name of the person (if it’s a consultant, for example), which is fine, or they play on words.

I’m not a huge fan of using a play on words in a business name, as it can appear contrived. My feeling is that it doesn’t make the name any more memorable (which is presumably the intention), and it can look a little on the conceited, self-important side.

Consider Legal Ramifications

You’d do a LOT better if you chose a name that immediately gets across what you sell or do, and perhaps how you stand apart from the competition.

Speaking personally, if I were to choose my own business name again, I would choose something that adds more of a perceived value, without being ‘cutesy’ about it.

A good business name should be short, unique, memorable, distinctive, catchy and, more importantly, easy to remember and to spell!

When you do settle on a name, make sure you do a search on the internet, just to make sure you are not unintentionally offending someone – often words translated into a different language or culture can really mean something else!

And be sure to consider the legal ramifications.

If you want professional help with finding and selecting the right business name, just let me know. Prices start from just £97 for up to five original names from which to choose.

Got a burning question you want answered? Email it to me and I'll include it in a future issue of Communiqué for Success!

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MediaMinister has teamed up with ACPR to offer one lucky CfS reader a free copy of A Guide to Promoting Your Business, worth £15. For your chance to win your own copy, submit the correct answer to the following question, together with your full name and postal address, email address and phone number to: Question: What does 'PR' stand for? You may also enter by filling in the form on the MediaMinister website (www.mediaminister.co.uk).

Prize Draw Rules

• No purchase is necessary.
• To enter, register for ‘CfS’ on www.mediaminister.co.uk if you are not already a subscriber.
• Only one entry per person. 
• This prize draw is open to all residents of the UK and Eire except employees of MediaMinister or ACPR and their families or anyone else connected with this prize draw.
• The prize is as stated in the prize draw details. No cash alternative will be offered.
• The winner will be selected at random, and the judges' decision is final and no correspondence will be entered into.
• All entries must be received by 3pm (BST) on Friday 21 September 2007.
• The winner will be notified by email within one month of the closing date. If the winner has not confirmed receipt of the notification email within two weeks, or is ineligible to receive the prize, another winner will be selected.
• No responsibility will be accepted for ineligible, incomplete or damaged entries (which may be disqualified), nor for entries that fail to arrive by the closing date.
• The winner agrees to the use of his or her name for publicity purposes, if required.
• It is a condition of entry that all entrants agree to be bound by these rules.
• The details of the winner may be requested by email to:
  

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http://www.go2web20.net

Got an event, tip or resource you'd like to share? Email it to me and I'll include it in a future issue of Communiqué for Success!

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TRACEY DOOLEY’S SERVICES

Yes, in fact I DO more than write articles and publish newsletters. : )

Ask me to write for your blog, emails, marketing communications, newsletters, or website:
http://www.mediaminister.co.uk/services.htm

Hire me as your business copywriting or marketing coach:
http://www.business-marketing-advice.mediaminister.co.uk

Ask me for a second opinion on your marketing-communications materials: http://www.mediaminister.co.uk/consult.htm

Disclaimer: Neither Tracey Dooley nor MediaMinister endorses the accuracy or reliability of any of any third-party advertisements in this e-newsletter. Rest assured, advertisers are carefully selected and sometimes personally known, which can only be a good thing for you! However, I simply can’t (and don’t) investigate the legitimacy, validity or legality of any item advertised. It therefore always makes sense to check each one out using your own diligence.

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