Razvan Rogoz

Author: RazvanRogoz

  • Subjective Vs. Objective Truth In Marketing

    From the desk of Razvan Rogoz
    Dear friend,

    There is a concept known in IM (Internet Marketing) as information overload. This is when you study so much that you do not know what works anymore or you are simply caught in a paralysis of analysis.

    The solution to this problem is simple. In IM and in life (as in reality) there is the concept of subjective truth and objective truth.

    Subjective truth is what you consider to work based on what you know, a combination of your knowledge and emotions.

    Objective truth is what it is proven to work as a consequence of putting it to practice. Therefore, if you were to cold call, a subjective truth would be that nine out of ten people will reject you. An objective truth would prove otherwise as in they may not buy from you, but you will still not face the brutal reality of everyone rejecting you.

    As a marketer, entrepreneur or any other person working in this field, you must realize this simple paradigm change. There is a difference between the 1 + 1 in your brain and 1 + 1 in reality. What is in your brain is determined by past experiences, the confirmation bias and by the simple fact that you are human.

    What happens in reality is the law of cause and effect. Therefore, both in IM and life stop assuming and test to see what happens. There are statistical exceptions, however, for all purposes, testing a concept in reality will prove a result with an accuracy of about 80%.

    Best regards,
    Razvan Rogoz

  • Features & Benefits

    From the desk of Razvan Rogoz
    Dear friend,

    There is a slight confusion between features and benefits. These two concepts are the building block of sales copy and persuasion in general.

    A feature is the physical aspect. The benefit is what it does.

    Feature: Word processor
    Benefit: It allows you to write your thesis

    Feature: Wordpres
    Benefit: It allows you to have beautiful sites without any HTML knowledge.

    Feature: Glass
    Benefit: It allows you to drink water from it.

    Both features and benefits are required when you are trying to sell. The feature is the “thing that makes it happen” while the benefit is “what happens as a consequence”.

    Best regards,
    Razvan Rogoz

  • How Does Happiness Work In The Mrkt Process?

    From the desk of Razvan Rogoz
    Dear friend,

    What does happiness has to do with marketing?

    For starters, people buy things that will make them happy.

    People will buy what they want, not what they need. If you or me would resume to only what we need, we would only have a cave, a fire, a women and a piece of meat.

    So, by default, the companies who can sell products that will make people happy are the companies who will make the most money. Do you want a simple example? Apple with their iPhone 4 vs. any other phone company. The iPhone 4 is not the more advanced, or the cheapest gadget around. However, it’s the gadget that can deliver happiness easiest. It’s the gadget that is suitable for work, play, chatting. On the other side, we have ultra powerful phones but which are hard to use, lack the user experience of the iPhone and tend to go to the tech side just a little too much.

    A lesson out of this post? Create something that will make people happy. Don’t be so much of a realist. People don’t want to hear about their problems or mistakes. Make them laugh. Make them feel loved. Make them feel appreciated.

    And the key to the entire universe will open for you.

    Razvan

  • 2011: The End Of Old-School Copywriting

    From the desk of Razvan Rogoz
    Dear friend,

    For a long time, I’ve made the classic error of thinking that copywriting is about creativity and writing. I’ve followed the old advice of writing sales letters by hand. I’ve read tens of swipe files. And I’ve done all of this with the purpose of writing like John Carlton or Clayton Makepeace.

    I’ve recently discovered that copywriting is not so much about writing. Actually, only 20% is the writing phase. Instead, copywriting is listening to your marketplace, understanding their thought process and language, putting everything in a logical sales process and editing.

    Practically, the copy is written for you, by the marketplace. Let me explain.

    Most copywriting books we’ve studied are 10 – 20 – 30 years ago. These are books created for an environment without Facebook or Amazon.com. These are books that were practical at that time but are obsolete now.

    Let me give you an example of what became obsolete. A few years ago, long copy always won. Long copy always outsold short copy. Or at least that’s what most copy gurus said.

    Now, you need to write just as much to get your point across. We live in a world of Twitter and Facebook. We live in a world where multi-tasking is a norm. We live in a world where bullets are used everywhere to communicate (example, text messages or Twitter status updates).

    So writing 30 pages is not a good idea anymore.

    If the prospect knows you, knows who you are and trusts you maybe you need just a few pages to make your promise and prove it. If you are a stranger to him, maybe you need 25 pages. However, it’s important to write just as much as you need to make the sale.

    Another tactic that changed is how we conduct our research. I don’t know if you’ve visit Amazon.com lately, but you’ll find your ideal prospect there. There must be at least one book similar to what you have and that book comes with reviews. Those reviews shows what the prospects wants, what he likes, dislikes and what were his expectations.

    It even shows the language used, a very good tool when you are going to write the sales letter. So instead of doing the classical “hit and miss” research, do something better – go straight to the source and listen to your prospect.

    Copywriting is changing. It’s becoming more and more marketing strategy. It’s not about how good of a writer you are but how good of a listener and strategist you can become. And this is the path in which I’ll invest in the next 12 months.

    Become less of a good writer (God knows, I can hire a read-proffer for 0.5% of the project fee) and improve my marketing abilities, research better and focus on creating the copy from the marketplace and less from my head.

     

    Razvan

  • Book Review: The E-Myth Revisited by Michael Gerber

    From the desk of Razvan Rogoz
    Dear friend,

    The E-Myth by Michael Gerber is the only book you must read before starting a new business. I have finished it today and it provided me not just with an essential framework and mindset for my own business, but also a framework for my own life.

    In order to understand what this book is about, let’s consider you are a CPA. Your boss is making your life a living hell, you are not paid enough for how much you work and you consider that you could do far better. You feel that you are at the end of your road (and patience). Instead of going with an AK 47 and showing him who’s the boss, you start your own business.

    You open a LLC, you rent an office and you place an ad in the newspaper for finding new clients. You get two clients right away and you are making more money than ever. Life’s sweet, isn’t it?

    Here comes the true challenge. You opened your own business because you were after the liberty that came with such a feat. However, here’s what you haven’t realized yet. When you were an employee, you had only one responsibility – doing the books.

    Now, it’s different. You like doing the books. But you must also do several things that you don’t like, you despise or you don’t know how to do. These are marketing, operations and financial.

    In other words, getting leads, converting them, doing the books for your clients and for yourself, cleaning the office, taking care of the legal papers and more.

    Instead of having a job, you have four. I bet this isn’t what you were after initially. At this point, you can either get frustrated and declare bankruptcy or you can start implementing the E-Myth.

    The E-Myth acknowledges that in every business and in every person there are three distinct personalities.

    These are:

    1. The technician – the person that gets thing done.
    2. The manager – the person that keeps things in order.
    3. The entrepreneur – the person that expands the business.

    Because you were a technician, chances are that this is what you want to do. Get things done. You don’t want to take care of everything else. However, you must.

    And the easiest and cheapest way to do this is to create systems that will take care of that result for you. A system is a set of procedures and rules optimized for the best results. For example, if answering in a certain way at the phone gets you more orders than answering in a different way every time, that is a system.

    If wearing a blue suit instead of a red one in a sales meeting increases your conversion rate, that is again, a system.

    However, system thinking is not just about optimization. Yes, you can take this to the next step and create systems for your life. You can create a system to shower better, to run better, to reach work faster, etc.

    But in the context of a business, systems are critical because they need to replace you. A system is like your best personality. You set how you want things to be done. Then you do them to test the system. You get some results. You either perfect the system or you finalize it.

    Then the most important thing happens. You hire someone with no experience to follow the system to the letter and replace you. If you have created a system for lead generation, you hire a person that will follow that system and get leads for you. And because it’s not skill based but rather guideline based (sequential), the efficiency should be near perfect.

    This is what the E-myth is all about.

    You can buy the book from:

    Audible: http://www.audible.com/pd/ref=sr_1_1?asin=B002V1LGZE&qid=1314306922&sr=1-1

    Next on the line is GTD by David Allen.

    Thank you,

    Razvan Rogoz

  • Book Review: Dale Carnegie – How To Win Friends And Influence People

    From the desk of Razvan Rogoz
    Dear friend,

    Needless to say, even if this book is 74 years old, the principles found inside of its pages are timeless. Proof of this fact can be found in the 860 review on Amazon.com with an average rating of 4.6 out of 5 stars.

    It is in top 5000 on Amazon.com, with a rank of 2107. While most advice is common sense, you don’t need the newest research to be successful in life. Most of the time, simple actions like smiling or showing empathy can get you the business deal, seduce someone or simply turn your life into a more positive scenario.

    This book is a rather easy lecture. So the best way to comprehend it is to buy the audio-book. I have listened it on my BlackBerry 9300 3G in about 4 days while eating, working out or just between my main tasks.

    It can be bought for only $7.49 on Audible and played on most devices (It’s in a M4A format. This is a format usually used by Apple on the iPad, iPhone, iPod, iTunes) and this $7.49 investment will translate into thousands or even millions of dollars in your lifetime (if you use the principles properly).

    Here is the purchase link: http://www.audible.com/pd/ref=sr_1_2?asin=B002V5BV96&qid=1313149545&sr=1-2 (this is a non affiliate link).

    How Dale Carnegie’s Book “How To Win Friends And Influence People” Applies To My Own Life

    I considered myself an empathetic being for most of my life. However, when you get in business, you may fall in a dangerous trap – acting like a businessman. Using words like “synergy” or “win-win situation”. You start acting in a role and you forget one critical aspect – businesses are made out of people. People are made out of desires and fears.

    A Fortune 500 CEO is not that different from you and me. So you must remember that you are still human and not fall into the “business-like” attitude.

    In Dale Carnegie’s book, you will learn first of all, how to sell. And the most important advice in selling is “listen more, talk less”. Almost half of the book is about this principle alone. Listen to the other person, show empathy, talk about what he’s interested and stop trying to appear bigger than the other person, because your partner will try to do about the same thing.

    There are also some principles taught in copywriting. One of them is not to go against people’s beliefs. Instead, start with the initial belief and move him towards a new one with facts, logic and emotion. It doesn’t matter if he’s wrong or right. It’s a good advice not to go against his initial belief.

    Another good tip from the book is trying to see things from the other’s person perspective. Show that you understand him, show empathy, talk about his interests and life, show that “you give a damn” and then make your request. People are usually interested in only one topic – themselves. They are interested in their problems or accomplishments. They are interested in their hobbies or goals. They don’t really care about your POV unless it’s somehow related to theirs.

    Is this a good thing or a bad thing? I don’t know. I share the same traits. But after reading this book, I can say that I know more about selling that Jordan Belfort taught in his Straight Line Persuasion sales classes*.

    Where could you apply the principles taught by Dale Carnegie? Maybe create a tighter bond with your loved ones? Make your employees work harder? Get that account that’s eluding you?

    You know best. And if you want, please share it with me in the comment box below. I’d love to exchange ideas and start a discussion.

    And if you don’t have Dale’s book, here’s the purchase link again. For $7.49, it’s a steal:

    http://www.audible.com/pd/ref=sr_1_2?asin=B002V5BV96&qid=1313149545&sr=1-2

    To your financial and personal success,

    Razvan

    * I am a big fan of Jordan Belfort. I have read his book “The Wolf Of Wallstreet” and I am aware of his sales system called Straight Line Persuasion. While SLP is a very good (and expensive system), you are better off learning the basics first. It’s the tip of the spear, and now I know why I haven’t received so much value from a $2000 course – I didn’t had the basics down.

    More about Jordan Belfort and his SLP can be found on his website at: http://www.jordanbelfort.com/.

     

  • How To Seduce Your Prospects Using Eight Different Types Of Bullets

    From the desk of Razvan Rogoz
    Dear friend,

    If you have gained any real world experience as a marketer, then you know for sure that creating bullets (also called fascinations) is a must-have skill.

    Sometimes bullets will make the sale alone for you … raising the emotional temperature (and tickling his greed glands) until the boiling point is reached … while other times is the perfect structure towards a persuasive argument.

    In the next paragraphs, you’ll find out 8 bullets types (with examples), that can transform even the inexperienced and immature copywriter into a power-selling machine.

    #1 – The “How To” formula

    By far the most loved and hated bullet in the copywriting world, this simple formula plays on our biggest need … the one for curiosity. People wish to discover things that are appealing to them and their lives … especially when the answer to these bullets is something that they are actively looking.

    • “How to decide if money markets funds are a good investment or simply an alternative to checking accounts?”
    • “How to use a little-known real estate secret to roll over your money as often as six times a year?”
    • “How to buy sugar for less than the cost of sand.”
    • “How to write “killer headlines” that nobody can ignore.”
    • “How to get your own talk show on “Vanity Radio” and make a profit every time you go on air

    #2 – The “Secret To” Formula

    Almost everybody loves a good secret … but everybody wants to know what nobody else has access to. This gives them an advantage over their peers … society … colleges … or anyone else.

    Two rules to creating a “secret bullet” though. The first one is not to overuse it. If you say secret after secret … then it isn’t a secret anymore? The entire value is based solely on scarcity. So please don’t use it more than 3 times in a letter.

    The second one is that you should make the secret oriented towards the benefit your prospect will receive. It’s about something that is directly appealing to his life, but not commonly know.

    Let’s see a few examples below:

    • The amazing secret of the best attention grabber in the world.
    • My secret hand holding technique you can use to give a woman “mixed signals” that make her curious and excited about you – pg. 49
    • The “big secret” no relationship book will ever tell you about woman’s body language (This will help you advance things with a woman TWICE as fast) – pg. 66
    • Use the most super secret cell phone techniques
    • The secret of the “schoolgirl’s beauty” revealed! Discover how you can have the same beautiful and healthy hair as a schoolgirl … without paying huge sums of money or spending hours daily!

    #3 – The “Why” Formula

    A bullet excellent for building intrigue in your prospect mind. The idea is simply – you promise to solve a mystery to your prospect … and show how the truth or solution has an huge impact on his life.

    In other words, you are acting like an early warning radar to him … preventing him from doing something negative in the future (passive or active).

    • How and why women TEST men… plus… a fantastic way to effortlessly pass every test she throws at you… even if you have NO IDEA that you are being tested! (The best part is she’ll become MORE attracted to you each time, because you’ll be earning her respect instead of losing it) – pg. 43
    • Why the so-called dating “experts” are dead wrong in their ridiculous theories of “rapport” – Here’s how you can create a powerful, instant connection with a woman by doing the exact opposite of what these “wannabe gurus” tell you – pgs. 45 & 46
    • Why three key commodities may yield profits of 600%!
    • Why you never get a second chance to make a first impression, and a remarkable technique that will “hook” everybody who even glances at your advertising!
    • Why not following this simple “extra” step when narrowing down your niche is like building a foundation on quicksand. So many people blindly do this when trying to get subscribers and later wonder what went wrong.

    #4 – The “What” Formula

    The “What” bullet is very easy. The basis of it is that you give instructions for a determined outcome. In other words, do this and you’ll get this.

    For an extra touch, use curiosity or intrigue to keep your prospect hooked.

    • What you must do at once if you receive a mild shock when you touch an electric appliance – page 26
    • What Corporate Fat Cats don’t tell you about their CoQ10 supplements …
    • What your doctor doesn’t tell you about H1N1 … and how to become bulletproof yourself in the worst outbreak of the decade.
    • What you must do if you want to keep a woman interested in you FOREVER (This is THE KEY to having a long-term relationship with a woman… miss just this one thing and she’ll be on to the next guy before you know it) – pg. 89
    • The 4 laws of “unpredictability” and “excitement” – What “bad boys” do to give a woman that addictive rush of adrenaline that keeps her coming back for more (Follow these 4 simple rules and you’ll never have to worry about her losing interest in you… or losing her to another man) – pg. 4

    #5 – The “What Never” Formula

    This type of bullet alerts him of a possible mistake (that he is already doing) … and promises information to protect him from the outcome of that mistake.

    It is very efficient in most markets and can be used in almost any type of tangible product.

    • What never to take along with vitamin C … unless you want for its effects to be canceled.
    • What never to eat on an airplane. The dirtiest, deadliest airplane in the whole wide world.
    • What never to invest when the inflation rises … and how to secure your assets in the incoming crisis.
    • The absolute worst thing you could do when it comes to exercising …
    • Why you should never use an offshore account unless you are in these three situations … and how to secure your money against greedy lawyers and the IRS.
    • How many are you using in your current sales piece? You may use only one-two punch (practical + emotional benefit) … or you may opt-in for a diversity of bullets. In any case, almost every copywriter I know resumes to about 10 bullets at all times.

    #6 – The “Number” Formula

    This type of bullet it’s not a secret to anyone. It has been overused in almost any promotion known to man … starting from the “How to make friends and influence people” ad to the #1 product on ClickBank.

    The number formula is best used when you have multiple ways of doing a particular thing … or multiple elements for a certain theme (secrets, advices, tips, etc). It is very easy to be done and it adds curiosity and a direct benefit to the reader.

    • Five ways to repair your XBox 360 … even if it had showed the red ring of death.
    • Nine little known secrets about the signals a women gives to you when she is attracted.
    • The 2 places to touch on your own body when you are talking to a woman that signal SEXUAL awareness… and make a woman want to put her hands all over you
    • 6 key ways that women “size you up” during the first seconds and minutes of meeting you (Miss any ONE of these and she will see you as a “fraud”… or worse, a FRIEND… so listen up)
    • Nine mistakes done by almost any rookie golfer (and veterans too) … which will kill up your thrust even before hitting!

    #7 – The “Plus” Formula

    Best used at the end of any promotion, adding stuff to satisfy his greed. Its basics come from infomercials where the hosts adds bonuses again and again … making the deal almost a no-brainer.

    It also helps finish a bullet list with power and momentum …

    • PLUS: How to get $4917 in free grants from your own government this winter … even if you have problem with your taxes.
    • PLUS: Eight ways to get the most out of your car engine … even if it has more years than your kids.
    • PLUS: The biggest mistake you must NEVER do at an workplace … especially if you want to advance fast.
    • PLUS: My complete list of 4199 institutions which are happy to lend you money … without any securities or risks.
    • PLUS: The worlds two most powerful inflation fighting strategies … totally ethical and ready for use.

    #8 The “Right and wrong” Formula

    I’ve first saw this used by Eben Pagan in his copy … leading the prospect on a path (that he thinks is right) and telling him that he is wrong. You must start with something he already believes … like common knowledge, and bust him that this is the wrong answer.

    Also, imply that there is some benefit in knowing the right one.

    • Getting rich is all about working hard … sacrificing nights and selling your soul to the devil? WRONG! Page 41 explains you the true science of getting rich.
    • SUVs are safer than salon cars? FALSE! Page 11 shows you the 8 reasons why an SUV is a walking dead trap.
    • H1N1 affects only older people? WRONG! Find out why you are more vulnerable than ever … especially if you are between 21 and 30 years.
    • Buying flower wins a women hearth? FALSE! Discover the true reasons behind attraction … and how not to always become the platonic friend.
    • Using an LCD TV saves you more money? WRONG! Discover the true money savers on page 41.

    What you should do now?

    Well, go to your copy and see how you can implement at least a few of these bullets in your sales letter. Use the PLUS at the end … use the “Right … wrong” for some intrigue and the others for creating curiosity (and implying a direct benefit).

    Let me know how that went.

    Best wishes,
    Razvan Rogoz