Posted by Scott Bywater in marketing, Psychology Aug 28th, 2015 | No Comments »

The holy grail of marketing is getting $1 back for every $1 you spend
as quickly as humanly possible…

With minimal human involvement.

Think about it, if you can do that… how much can you invest each and every month on marketing?

It’s unlimited, right?

And to do that, you need to know how to convert cold traffic.

You see, it’s one thing to be able to convert a sale from someone on
your email or customer list who already knows you, likes you, trusts you…

And something completely different to grab someone from the street
who’s never heard of you, get them to pull money out of their pocket
and hand it to you.

Here’s the mistake many make…

They talk to the cold traffic as if it’s warm.

For instance…

If I say to you right now…

“Hi there, I’m selling this product about list building and traffic generation”

you get what I’m talking about…


Coz you’re on here for a reason, you know who I am, you’ve learnt the lingo, etc.

And if I advertise in the Internet Marketing Magazine, they’ll get that as well.

But if I advertise on Facebook to a wider audience, they might look at me and go…


The key is to ALWAYS step inside the shoes of your prospects.

And remember to position your sales messages differently depending on whether you’re targeting cold, warm or hot traffic.

Posted by Scott Bywater in copywriting, Psychology Aug 27th, 2015 | No Comments »

One of the easiest ways to improve a winning ad that’s already on fire, is to change the headline and lead.

If you do this, it can double your ROI or more…

Certainly a 10%, 20%, 30% or 50% boost is not uncommon.

But how do you do it?

Here’s a few tips:

If your prospect knows about your product and knows it can satisfy his desire…

Let’s say, for instance, you’re selling cans of coke where there is a high awareness level.

In that case, you start with the product.

If your prospect isn’t aware of your product, but just the desire itself…

Then start your headline with the desire.

And if your prospect doesn’t really know what he wants, but is aware of a problem…
then begin with the problem.

i.e. Suffering from knee pain?

There’s a real art to headline writing.

It takes minutes to understand.

But a lifetime to master.

I know.

Over the past 7 years I’ve written over 3,150 headlines and seen the split-tested result for just one client.

Posted by Scott Bywater in Psychology Aug 26th, 2015 | No Comments »

Every now and then I do a speaking gig.

Not often.

It’s not what I do…

More when I get asked, I’ll go out and do one…

Sometimes I get some work out of it.

Usually I meet a bunch of cool people, and it’s a good experience.

Anyway, there was this one time when I did one…

And I rushed writing the intro…

So when I was introduced, it didn’t flow from the person who was
Introducing me…

And it didn’t position me well.

Anyway, I went up and delivered a great speech that day…

But it didn’t start out on the right foot.

The frame was wrong.

And the results I achieved at the end were dismal.


It’s all in the frame.

And it’s the same when someone contacts you.

If you don’t frame right.

If you don’t position yourself as an authority.

If you don’t send out the right materials.

Your results will be less than they should…


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