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

Apparently there is some nasty, algae-type stuff floating around the North Pole. As the camera panned the ocean, this goo was floating on the water’s surface, leaving a disfiguring wound on an otherwise pristine natural setting.

Being a copy cosmetics geek, I couldn’t help but make the mental connection of how many people add a similar type of nasty goo to their copywriting and marketing design, in an effort to grab attention or even worse, make a half-hearted attempt to copy somebody else’s work.

The copywriting “goo” I am talking about is a misuse of the copy cosmetic techniques I teach and like the Artic goo, it takes away rather than adds to the effort. Whenever I speak or coach a master mind member, I always go back to what I call “functional design.” This means that every copy cosmetic technique used has a specific and functional purpose in mind. Everything is done with intention and careful thought. Nothing is done haphazardly.

Here’s a perfect example of what I am talking about…

Ever since I created CopyDoodles™, people all over the world have grasped the power of how adding handwritten notes and doodles to your marketing materials can boost response. However way too often I see what I consider a misuse of CopyDoodles, which I believe can result in decreased response rather than a boost!

Here’s the three biggest blunders I see:

1) Using too many CopyDoodles! The big benefit of CopyDoodles is to create “eye stops”, grab attention and cause the reader to pause at particular locations within your copy. However when too many CopyDoodles are used, it only confuses the reader. I always say “overuse = abuse” and when everything is emphasized, nothing stands out.

2) Using too many styles of CopyDoodles at one time! Currently there are five different styles of CopyDoodles found on the CopyBoosters membership site. This means, if one so desired, five different looking handwriting styles could be used on one piece or web site. BIG MISTAKE! Again I go back to one of the reasons I created CopyDoodles, which is to help people create their own “handwritten notes and doodles” quickly and easily and most importantly realistically! This is a key point – realism. If you were actually adding your own handwritten notes the old way, you wouldn’t be writing in different styles and handwriting – would you? This would make it appear like multiple people are adding notes, which doesn’t make sense to me, so why do it with CopyDoodles? I highly suggest you use one style of CopyDoodles within a single marketing piece.

3) Using too many colors! Much like mistake #2, using too many colors is often distracting and unnecessary. It creates the false illusion that you picked up different colored pens to make your notes. I don’t know about you, but the thought of picking up different pens to add notes to a letter to a friend doesn’t make sense. And if it doesn’t make sense, it doesn’t seem real.

Which brings me to my final point. Effective copywriters understand that one of their main missions is to connect with the reader in a personal, 1:1 way. I often teach it’s like writing to a friend. Might you add a doodle here and there to draw her attention to areas within your copy?

Absolutely!

Would you make your letter look like a wall of graffiti, with different handwriting and different colors and way too much goo? I think not.

Keep these principles in mind when you craft your next marketing piece and watch your response rates soar!

To watch a FREE video where Mike shows you how you the right way to use CopyDoodles, visit http://www.copyboosters.info.

I did a double-take to see if this was one of my CopyDoodles (it wasn’t, but it sure looked close).  But it was gratifying to see a major magazine use this ultra-effective copywriting design technique to grab attention.  For the last 18 months, I have been teaching people how to use this technique to create instant “eye magnets” that literally force your reader to engage with your piece.

Lately, I have been seeing the use of simulated handwriting more and more.  It’s in the Sunday paper, it’s on television and in magazine ads.  As a matter of fact I have seen a number of book covers that use this technique to stand out, including this one.

In my marketing consulting company, I have done a number of split tests and across the boards the materials that contain handwritten notes and doodles always perform better than those without them.  Of course you have to know how and when to use them appropriately (just slapping a bunch of CopyDoodles on your materials without proper thought can be counter-productive).

The use of simulated handwriting goes back a long way in advertising and I have a theory as to why I think simulated handwriting is being used so effectively today.   The use of computers, word processing and laser printers has created “homogenized marketing.”  95% of everything looks the same.

And when you introduce a handwritten or hand-drawn element to the mix, it becomes very different in a simple, human kind of way.  The effectiveness of a simple red handwritten note and doodle can be huge.  Look at the book cover above.  Its power is in its simplicity and human appeal.

Check out this real-estate agent ad that ran in my local paper recently.  It doesn’t look like anything else on the page and while I have no idea how it did for the agent, I applaud her on doing what she can do stand out.

I believe the use of simulated handwriting is one of the easiest and fastest ways you can grab attention in your marketing.   My CopyDoodles makes this fast and easy and you don’t need a graphic designer to do it for you.  Check them out!