If you’re looking for an attention-grabbing direct mail piece.  One that is tried and proven to work, look no further than the famous Wallet-Mailer created by my friend and Elite Experience Mastermind Member, Nina Hershberger.

The wallet mailer is a unique envelope that stands out from all the other mail in your mailbox and practically begs to be opened.  I’ve used it both in my own business and for my private clients with success and can personally vouch for it!

My CopyTemplate of the Month allows you to personalize and customize your Wallet-Mailers right on your very own printer.  Included in this CopyTemplate is:

1. Example cover letter you can “borrow”
2. Templates for printing on the Wallet-Mailer
3. Template for printing on Nina’s money bills (range from $20 – $500)
4. A huge swipe file containing a ton of examples to generate your own ideas on how to use this novel direct mail format

You’ll notice on many of these examples that Nina uses CopyDoodles® extensively to add even more personality to the Wallet-Mailers.  Nina even created a special CopyDoodles “money edition” that can be easily used with the Wallet-Mailer. The Money Edition can be found within the CopyBoosters.com member site.

CopyBoosters Members can download this CopyTemplate immediately.  Not yet a CopyBoosters.com member?  Join here! http://www.copyboosters.com/public/become-a-member/

For more information about Nina’s Wallet-Mailer check out her web site at www.wallet-mailer.com.

What others say about you and your products and services is much more compelling and powerful than any marketing copy you could write for yourself.

The important lesson here is the word “real.”

Lately, I have seen an increase in a practice I personally detest and one I believe has no place in a business built on integrity, authenticity, quality and service.

It’s the use of canned, pre-written testimonials or what is more appropriately called a “testiphonial.”

Now don’t get me wrong, I know fake testimonials have been around as long as there has been authors and copywriters writing ads and sales letters.  What  I am talking about is different and it’s done with the guise of being an acceptable way to market in this age of “too much to do and too little time.”

It goes something like this.  A marketer has a new product or book that has yet to be released.  In an effort to build up their testimonials they will send out a slew of requests often with an incomplete product or the first few chapters of the book.

Due to the nature of product marketing, this is often a necessary practice, but here’s where it gets slimy.

Also sent is a list of pre-written testimonials about the product with a wink and nod that “these are being sent to give you ideas for your testimonial.”  All you need to do is pick which testimonial sounds like what you would write and put your name on it and send it back.

Ask the marketer why they do this and they’ll tell you nobody really has time to read the book or check out the product, so why not just write it for them.

BOLONEY!!!

This kind of marketing is an example of the epidemic of low quality, no-relationship, do-whatever-it-takes-to-make-a-sale mentality that is rampant out there.

Personally, I would not use a pre-written testiphonial. In fact, I know others detest this practice and refuse to endorse  products or services they cannot experience first-hand themselves.

The really interesting fact is, in my experience, whenever a customer writes a “real testimonial” it sounds SO MUCH BETTER than anything I could have written for them.  There’s a sense of authenticity and realism that cannot be duplicated by even the world’s greatest copywriters.

Folks, today when skepticism and cynicism are at an all-time high and when, via the Internet, ill-will can spread like wildfire, it’s more important than ever to market with integrity and true value.

So with this in mind, I want to offer you a few strategies I’ve used with much success over the years for getting real testimonials.  Many of these were developed back when I did consulting for software companies, where it was common practice for me to implement testimonial programs for every single client.

Interestingly, we had little problem getting top-level executives to give us their feedback and endorsement in writing or often times on video (this was back before the Flip camera so we had to go through the major effort of sending a multi-person crew to capture their words).

Strategy #1: Believe you can get the testimonial.  Many times getting a real testimonial is as simple as asking.  Of course this is based on the notion you have a relationship and proven track record with the person, so why wouldn’t they give it to you?

Strategy #2: Let them know why you are asking for the testimonial, who you are ultimately marketing to and how you intend to use the testimonial.  This is a critical step and gives your testimonial target a chance to say no if they feel it’s not a good fit. (If you are targeting V.I.P. “celebrity” testimonials, this is very important).

Strategy #3: Ask them to write you a testimonial.  If they are a current satisfied customer again this should pose no problem.  However, if you are requesting a testimonial for something that has yet to be pre-released, give them as much background information as possible.  If you are writing a book, send them a pre-release version that is at least 75% complete (when I published my first book, “Dream, Inc.” I waited until the book contents were written before sending out requests).

Strategy #4: There will be times when you send a request the person will push back and tell you to “write it for them” and they will edit and send back.  At this point explain why getting a testimonial from them – in their own words – is so important to you and if they could take the time, it would really help you (remember, more times than not, people like to help one another).

If they continue to push back, you have two choices.  Forget trying to get this testimonial or try strategy #5.  Either way, I would resist the temptation of creating a testiphonial for them.

Strategy #5: Conduct a five minute phone interview.  I’ve used this with much success over the years and you will be surprised how easy this strategy is.  What I will do is request a five minute phone call (I state this exact time right up front).  I will get the person on the phone and let them know I am recording the call so that we can transcribe the call later and create their testimonial from the actual conversation.

When you’re on the call, make sure you get all their contact information as they want it and then ask them some probing questions about your product or service. You’ll be amazed just how much people appreciate this type of interaction and how much they will open up.  The sound bites you get on these calls are invaluable.

Strategy #6: In the event the product is not complete yet, try to get a testimonial based on the overall idea or theme of the product or service.  Or one based on their personal experience with you and your abilities.

Yes this will sound different than if it was specific to your actual product or service, but it can still be extremely valuable in your marketing efforts.  When I created CopyDoodles®, I sent a number of marketers a small collection of CopyDoodles that would eventually be only a small portion of the final product, but it gave them enough to test.

I hope this article gives you a few practical ideas to help you collect real testimonials as you continue to grow your real business.

I would love to hear your thoughts about all this and if you have any of your own proven strategies for collecting testimonials!

PR: wait… I: wait… L: wait… LD: wait… I: wait… wait… Rank: wait… Traffic: wait… Price: wait… CY: wait… I: wait… YCat: wait… I: wait… Top: wait… I: wait… L: wait… C: wait…

Transform Your Business With a Mastermind

These past few weeks I have been busy working on a project that I have been keeping a bit of a secret.  But now I am ready to reveal what I have been working on…  I have been hard at working putting together a great new book called, Mastermind to Grow Rich and today I’m asking for a little bit of help.

Mastermind to Grow Rich will cover the benefits and power of the mastermind experience.  It will explore case studies, real-life breakthroughs, and examples.
In it, I will also describe how my participation in mastermind experiences has created incredible breakthroughs in my ability to help others, my income and my business, including the creation and launch of CopyDoodles® in 2007.

I know many entrepreneurs have similar stories and testimony about the power of the mastermind.

Do you have a great success story that you think should be told?  Send me some of your best mastermind experiences and I might just interview you for the book!

If you’ve never been able to take part in the greatness of a mastermind experience (where you can get invaluable feedback and insights for your business in order to create a potential multi-million dollar idea), or even if you have been to a part of a mastermind experience in the past, you’re in luck.

Not only do you have the chance to attend one with me in 2 weeks on July 30th, but if you attend, you will also be fortunate enough to receive the very 1st draft of my Mastermind to Grow Rich book.

For more information on attending visit:

http://mikecapuzzi.com/vip_mastermind/

LEGOLAND, in case your not familiar with it is an amusement park based on, you guessed it, LEGO bricks.  I have to tell you that if you ever played with LEGO bricks as a kid (or even as an adult) LEGOLAND is very neat place to visit.
My favorite part was the whole section dedicated to LEGO-versions of world landmarks, including New York City, Las Vegas, and Washington D.C.  Built with tens of thousands of LEGO pieces, each miniature replica was amazingly accurate.

The U.S. Capitol Building

Never quite able to turn off my marketing mind, what I found even more interesting was how LEGOLANDborrowed an idea from Disney and applied it to their business.

If you’ve been to a Disney theme park, you know the hyper-mania associated with their collectible pins.  Kids and professional collectors roam the parks trading and seeking out the most collectible Disney pins.

While Disney will not disclose just how big this business is, it’s safe to assume it runs in the tens of millions of dollars.  From something as simple as a pin.

So what did LEGOLAND do ( like any good marketer does)?  They saw an idea that works in another business and they figured out a way to make it work in their business.  In marketing terms, we call this “S&D’ing” or “swiping and deploying”, which is the ethical borrowing of ideas and transferring it to one’s own business.

LEGOLAND did not outright copy the Disney idea (which is not what we are talking about here and would be in violation of copyright and trademark laws).  Instead their employees walk around the parks with special, limited-edition collectible Lego figures attached to their name badges and allow guest to trade with them.

Lego’s Version of the Collectible Pin

Like Disney, guests had to purchase the collectibles, but LEGO tweaked the process and limited guests to only five figures per purchase per day (building in scarcity) and they packaged the figures in a way that you didn’t know what figure you were buying (think grab-bag).

I asked one of the store employees (as I stood in line to buy my five figures) about the success of the collectible figures and they told me they were almost sold out of the first edition and that the second edition would be released in August.  Long lines of people buying them was further evidence of their success.

The LEGOLAND lesson is a valuable reminder to all of us that we don’t always need to innovate and come up with new ideas for building the success of our businesses.

In fact, many times it’s much easier and more profitable to look around you and see what other sharp entrepreneurs and business owners are doing and figuring out how you can take their proven success, tweak it for your business and create a profitable new product or service for your business.

We’ve just released 20 fun new CopyComics, including 10 restaurant-themed specific comics on our membership site. CopyComics are copyright free comics for marketers and they may be customized via our CopyComic Generator.

Also just released is a brand new CopyTemplate. CopyTemplates are templates you can customize for your specific marketing needs.

This month, it’s a single-sheet, double-sided self-mailer CopyTemplate which is sure to get the attention of your reader! On the outside you can place any one of a number of check or certificate images and on the inside there is room for a single page letter.

Included in this CopyTemplate are graphics you can customize for your specific needs, including a “stimulus check”, gift certificate, raffle ticket and service certificate. We’ve also included a number of unique CopyDoodles related to each graphic.

This is a great template to use for direct mail or a flyer and you can easily create it right in your own office!

Current CopyBoosters.com members may log in and begin using immediately. If you’re not a CopyBoosters.com member, please visit http://www.copyboosters.com.

I shot the video above to give you a sneak preview of what you too could be experiencing on July 29th.  Yes, that’s correct.  On July 29th, 25 entrepreneurs will join me in my PRIVATE SUITE to watch the 2008 World Champion Phillies play – and you can be one of them!

If you want to attend, it’s simple.  All you have to do is enter my 2010 CopyDoodles Challenge and be one of the 7 best contestants and you’re in!

There’s absolutely ZERO cost to you and if you are one of the 7 winners  you will not only be invited to attend the game, but also my VIP Mastermind Experience.  This is an entire day spent with me and other sharp entrepreneurs and is valued at over $5000.00!  Plus, who knows how many million-dollar ideas you’ll come across during this extraordinary event?

And get this… all this for FREE! Simply enter the 2010 CopyDoodles Challenge right now by visiting:

www.copydoodles.com/challenge

We’re looking for real-world example of how our customers are using and benefiting from the use of CopyDoodles in their marketing.  You’re already using them, so why not show your marketing off to the world and win some great prizes!

For more information and to sign up for my challenge, visit

www.copydoodles.com/challenge

Hurry!!!  Time is almost up.  You only have until June 30th to enter my CopyDoodles Challenge!

Good luck!

“For more than 50 years readership studies have shown that comic strips are among the best read features in publications.  Making an ad look like a comic strip can greatly increase readership.”

So why aren’t more marketers using cartoons and comics in 2010?

Is it because they no longer work?

Or, we’ve become too sophisticated?

ABSOLUTELY NOT!

I believe there are several reasons, but one of the biggest is that with all the technology advancements we have, we all tend to forget the more basic and fundamental strategies for boosting response (this is the reason all smart marketers and copywriters use CopyDoodles).

Tapping into the emotional connection of cartoons is an example of this oversight and it leaves the smart marketer with a huge advantage.

Advertising Age magazine had a huge advantage with the success it created with their personalized cartoon campaign back in the early 1990’s.   By using a personalized cartoon on the envelope, letter and response form, Advertising Age created a super successful marketing campaign.

Now you too can tap into the power of personalized cartoons and I show you exactly how to do it on the video above.  I have used these strategies successfully and so have many of my students and I believe so much in the power of cartoons and comics, I have created over 330 CopyComics, which can be found on our CopyDoodles member site.

CopyComics are copyright-free cartoons that you can quickly and easily personalize.  You can use them either for print marketing or Internet marketing and in both cases, when used correctly, they will boost the attention-grabbing power of your marketing!

Check out the video above and figure out a way you can use the power of personalized CopyComics in your marketing!

The Carly Edition is a set of over 790 new CopyDoodles in a unique handwriting style.  As part of the release, we’ve included the matching Carly Edition CopyFont.

This month we’ve also added our “While You Were Out” CopyTemplate-of-the-Month.  This fun, attention-grabbing piece is perfect for postcards, flyers or large self-mailers.  It resembles the pink notes we are all familiar with and it’s sure to grab the attention of your readers.

And finally, we added 20 new CopyComics, bringing the total number of CopyComics to 335.  CopyComics are fun, attention-grabbing cartoons designed for marketers.  You can even customize their captions with our CopyComic Generator!

If your not yet a CopyBoosters.com member, please visit:

http://www.copyboosters.com

And don’t forget about our CopyDoodles Challenge!  We’ve been getting some neat submittals so don’t miss your chance to win a one-day mastermind experience with me and a great group of entrepreneurs in Philadelphia and join us to watch a Phillies game in my private suite!  Details of the CopyDoodles Challenge are at:

http://www.copydoodles.com/challenge

Mike Capuzzi presenting at Dan Kennedy’s Business of Copywriting Academy

This intense two-day workshop was designed to help professional copywriters improve their business by learning the fundamental marketing and business strategies Dan is so famous for.  Dan literally pealed back the curtains to his own copywriting business and showed attendees the nuts, bolts (and even warts) of how he built a seven figure copywriting business.

Mike Capuzzi & Dan Kennedy

Even though I was a guest, I still took pages of notes and was reminded of so many important success strategies we all need to be aware of in our businesses.  The most fundamental being one I first read from Napoleon Hill in his September 1921 edition of his magazine, “Hill’s Golden Rule.”

The September 1921 issue of Napoleon Hill’s “Hill’s Golden Rule”

In the issue of his magazine, Napoleon Hill wrote an article entitled “The End of the Rainbow,” where he described a number of turning points in his life and how they affected his path to success.

One idea in particular was fundamental to all others and in Hill’s own words, he writes,

“Here I got hold of the idea that it would pay me to perform more service and better service than what I was actually paid to perform.  This idea has become a fixed principle with me, and it now modifies all of my actions wherein I render service.”

Take a moment and re-read Hill’s words.  While I am sure the idea is not new to you, Hill’s simple idea is profound and truly a key to success for everybody reading this article.   Imagine if every business owner would deliver MORE service and BETTER service than what he or she was actually paid for.

I wonder what this would look like? And more importantly how can you and I make sure we are following this fundamental principle?

After being reminded by both Dan Kennedy and Napoleon Hill, I spent this past weekend remapping some of my own business strategies to ensure I was delivering more than what my own clients and customers were expecting and paying for.

The big result was a “new member” campaign together for members of my soon-to-be-released CopyDoodles Access Club.  My goal is to create an extraordinary experience for all new members and to do as much as I possibly can to help them improve their own businesses.   The campaign consists of emails, direct mail and a very valuable, surprise bonuses that all new members will receive automatically – and without them having to ask.

In 2010, no entrepreneur or business owner can afford to have gaps in their business and marketing.  Now is a great time to consider tightening up your own business practices.

Well I’m on the road again today this time to Cleveland, OH to speak at Dan Kennedy’s “Business of Copywriting

Dan and Carla Kennedy stopped by to say hi to my wife Becky and I at the booth.

Academy.”

I am going to be one of only three guest speakers at Dan’s event and I’ll be speaking on the topic of Copy Cosmetics.

The workshop is for professional copywriters and they’ll be there to learn how to improve their marketing and business.

I’m excited to talk to this group because as you know, copy cosmetics is really my expertise.

I’m also excited to talk about the release CopyDoodles® Access Club or “CopyDoodles 2.0” as some folks have been calling it because it really is the future of CopyDoodles®.

CopyDoodles® Access Club allows you as a CopyDoodles customers to access all your powerful, attention-grabbing content –  even faster and easier than before!  And here’s the good news,  CopyDoodles® Access Club includes CopyDoodles, CopyComics, CopyFonts, CopyFlash, and our innovative CopyGenerators.

So make sure to check back to my blog often as I’m hoping to post some pictures and notes from Dan’s “Business Of Copywriting Academy” and I also plan on sending out some tweets and updating my Facebook page.

Talk to you soon.

Mike