Dimensionalizing
On a recent Jay Abraham teleconference one of the things talked about was this concept of dimensionalizing.

What is it? Why should you use it? How is it done?

Well, dimensionalizing is a fancy word that's a lot like expounding, telling the details of something. The actual word is made up. It doesn't exist in the dictionary, at least not yet. But the concept is clear if you think about dimension as the measurement, extent; magnitude; size; scope of something. So, dimensionalizing would be the going into details about the extent, magnitude, etc. of something.

If you understand this concept, you can dramatically increase the results of all your marketing efforts. Web, ad and sales letter copy will produce a lot more sales. And products you create using this technique will have much greater value.

Let's take a look at how NOT to do this. Click on this Example Website and go down to the very bottom of the page where it says (highlighted in yellow):

These Books Contain Valuable Information From Two Of The Internets Most Successful Authors!

Who are these authors? I couldn't find them. Can you? Is it really important to know? Let's see.

Not knowing WHO these authors are... I have no way of knowing whether this copy is telling me the truth. Maybe the authors are two people I've never heard of before. Maybe that's why they didn't want to say. Do you see how that kind of thinking can kill the sale?

Now, let's say we dimensionalize it. We mention that the two authors are Jim Edwards and Yanik Silver, two very well known and best selling authors on the Internet and just in case you're new to the Internet and don't know their credentials, let's tell you about all the books they've authored, describe their successes, in short but clear details, and then mention how their books have been used to turn a high school dropout into a millionaire in 17 months.

Do you think the demsionalizing enhanced the ability of the copy to get the sale? If not, there's no hope for you. You might as well just go get an application at McDonalds. But, if you see beauty of this method, give it a try on your web site NOW.

Go to one of your web sites. Make sure you have some stats as to how well it's doing now. Then, look for places in the copy where you can dimensionalize what you are talking about. These don't have to be long expositions but make sure you cover the advantages and benefits from every important angle. Important to the customer, of course.

Then watch your sales soar. I'll be interested in hearing about your successes. Maybe we'll use your site down the road in some GOOD examples.

Carl
- posted by Carl @ 12:10 PM

 
A Gift for Your New Year
My Gift to You for the New Year:

Predictions From Pleasantville

The year to be...

It is a question often asked this time of season: "What will happen in the coming year?"

Despite the oppressive crush of cynicism from people who habitually see life's-glass as being half empty, I will take this opportunity to stand as a champion, a bulwark, a veritable literary vanguard in an ongoing effort to vanquish such contemptible assaults on humanity. In turn I hope to alert you, the dear reader, as to what will be.

In 2004, I predict there will be warm sunny days set against a buttery afternoon sky in which a father will watch his son catch his fish. I predict flowers will smell sweeter this year, and a young girl will catch her first butterfly. This year the scent of fresh-cut hay will be carried on an aromatic breeze so heavy with warm and nostalgic memories they'll need to be pulled aside by a team of horses.

As it has done for a millennium, snow will fall in Pleasantville this coming year, and from it will spring the laughter of children as snowmen bounce to life while rust-worn sleigh-runners are polished like new during madcap rides down snow packed hills. Ah yes, a new year in Pleasantville, can you feel it? As our hearts and hearths glow warm with hope eternal even the coldest of souls must give way to the inspiration of promise.

I see a father this year will "find the time," and in doing so he'll "remember" how important and loved he felt when his father did likewise. I see spoons of cake mix being sought by mommy's helpers while mothers, as they have selflessly done for years, prepare food for a family picnic.

I predict a young father, while looking into his newborn's eyes, will have an epiphany in which he'll finally understand why he'd sometimes find his father smiling at him with tear-streaked cheeks. This year, as in years-gone-by, neighbors will selflessly help those less fortunate for no other reason than to lighten someone's load, and in doing so they'll discover how their parents found true richness in life.

I predict a young princess will hug a Knight in Shining Armor for an act of uncommon love and sacrifice, and despite possessing extraordinary valor her father will not be able to stem his tears. I predict a father's daughter, who's fought a historic battle with depression will win her fight then live on as a heroine with an unprecedented drive to help others.

I predict a soldier will lower his unfired weapon from an enemy target thinking only God and he will know. I predict a man will say to a nurse, "No, it's okay, I'll feed her - she's my mother." I predict a musician will complete a song, a writer a book, a mother her family, a man and woman each other, a puppy a boy.

I predict a gravely ill woman in a hospital bed will turn her head to recognize her long departed husband extending his hand from eternity to ask for hers one final time.

Yes, next year will pretty much be like last, frogs will still jump, birds will sing and bees will collect honey as we come to understand the eternal bond of humanity and love.

By Lea MacDonald 12-30-3
inventor@adan.kingston.net

The above was sent to me from my friend and partner, John Woods. I pass it on to you in hope it will help usher in your new year with a special touch. May you have a happy and prosperous new year.

My Very Best to You,
Carl Galletti
www.CarlGalletti.com
- posted by Carl @ 10:04 AM

 
How I Made $49,500.00 by Solving the #1 Advertising Problem
Every advertiser has the same problem, namely: getting their ads read.

Back in the mid-90s I invented a solution to this problem but oddly enough I've only used it twice. The first time it earned $14,500.00 in about an hour. The second time it earned $35,000.00 in about 15 minutes...OK, well, it took a couple days for the orders from that 15 minutes to trickle in.

Most of what I do is either a sales letter (direct mail) or a web site (which is a sales letter on the web). This technique was designed for a seminar presentation but with a little creativity can easily be modified for either print or web.

In the mid-90s I was asked by Robert Allen to give a talk on copywriting to his Wealth Retreat members. These people paid $2-3,000.00 for a weekend seminar given, mostly, by Robert, my friend Ken Kerr and myself. We all talked about advertising and marketing but I was scheduled to give a one hour talk on copywriting. I was also allowed to make an offer from the platform at the end of my talk. At the time I was selling a $2,000.00 product that had a 29 page sales letter.

The problem was this:
to get a decent response they'd have to read the sales letter first. I couldn't hand out the letter, wait while they read it, then make them an offer. So, the day before I handed out 2 sales letters at the end of the day, one was for my $2,000.00 product and the other was for a related reprint license that sold for $500.00 per year. Then I told them to read it that night because the next day I would teach them how to write copy using the letters as examples.

It wouldn't be good enough to just hand out the letters to be read. Some wouldn't read them. But, because they were being used in the training, they had to read them.

The next day we learned copywriting by using the letters. I pointed out the various techniques which I used in the letters and they could see how they were used in an actual letter. This worked very well because they had something concrete to see.

At the end of the training, I announced that as a special to anyone interested in the packages, I'd give them the $2,000.00 package with 2 years of the licensed product (valued at $500.00/year) for only $2,000 total. Or, the could buy just the 2 year license for only $500 (rather than $1000).

There were about 30 buying units in the room (a buying unit means a potential buyer -- a couple counts as one buying unit, since they wouldn't be buying 2 of something, so they only get counted once, staff and speakers don't get counted). I sold six $2,000 packages and three $500 licenses. All because I got them to read the sales letter.

A Variation:
I did a similar thing at a bigger seminar but used a survey form. The survey asked them to give their opinions about the two letters. It was short. What did they like most about the offer? What did they like least? And, did they think it was worth the price? It also asked for any comments. It did this for each of the two letters and it all fit on one page.

They were given the survey form and the two letters and asked to read the letters outside the seminar and fill in the survey form before the end of the seminar. When they handed in the survey they would get a cassette tape set valued at $500 (consisted of two cassette tapes, one hour each of a $250/hour consultation -- our cost about $3). Oh, and by the way, if they were interested, they could have a special deal. Pretty much the same one I offered the other crowd. At the end of the weekend, we counted up $35,000.00 in orders. The funny thing was I didn't even do the presentation. My partner did. It lasted 15 minutes, not counting collecting the forms, giving out the tapes and collecting the orders.

Can you use this in what you're doing?
I think you can. All you need do is come up with a motivation for your prospects to read your sales letter or web site. You don't have to be teaching them how to write copy. They could just be evaluating the letters based on some criteria which you give them. Just like the second example. It worked for me. Should work for you.

It brought in $49,500.00 for me. The challenge I am going to make to you is to try this and see for yourself how well it works. When you do, I want to hear about it. Give me a call (or email, but if you don't hear from me, pick up the phone and call, 928-649-2407 -- you know, email is like the pony express, only faster. Sometimes it gets through and sometimes the Indians get it...or something like that).

Now, the question you should be asking yourself is "why hasn't he done this more than twice?" Gee, you know, I wish I could give you a good answer. Hummmmmm. Let's see. Where are those letters?

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