By Lorrie Morgan-Ferrero, Expert Copywriting Strategist

I have said for years ‘if writers write do copywriters copy?’ The answer is a qualified “yes” but without plagiarizing other people’s work. You can be inspired by someone’s headline and create your own using that headline as an example but not a clone. You may find magazine ads that draw your attention or a website that sounds as though it is speaking to you reading every word. That’s just good copy.

Whether you’re writing your own copy or hiring someone, you need background materials. Do your research by starting a collection of competitor’s ads and sales literature. I do this by grabbing some large ziplock bags to hold my collections. Every time I find a press clipping or a sample of a product/service that says to me ‘I wish I had written that’ slip it into your bag.

You aren’t the only one looking to woo your target market, you know. Learn about what other methods your competition is trying. Pay attention to what’s going on around you. (By the way, competition doesn’t have to mean adversarial. Surely you have a strength to deliver to the market they don’t. And vice versa. Think of creative ways you could partner or joint venture.) 

Some ways to get into bed with your competitors, so to speak, is to do what they do. Subscribe to the publications they read, both online and offline. Join the groups they’re in. Pay attention to how they promote themselves and follow suit. Here are some examples of ways to conduct competitive research.

• Subscribe to their ezines using a free email account (Hotmail or Yahoo). 
• Discover their USP
• Read listservs (online special interest forums) they would be interested in at http://groups.yahoo.com/ 
• Competitive history (the Wayback Machine shows archived websites on the web so you can follow what changes they’ve made). www.waybackmachine.org. 
• Visit Standard Rates and Data Services for background on specialized magazines and advertising kits. www.srds.com

When you are ready to write your next sales letter open your collection and start reading through them for ideas. You may find their style gets your creative juices flowing. There are newsletters from some of my favorite marketers that I just can’t let go of because I dig their way of talking to me. These are brilliant ideas that flood your mind helping you write the way they do.

‘The Story of Two Men Who Fought in the Civil War“, was written by Martin Conroy in 1919 for the Wall Street Journal. This letter made the Wall Street Journal over one billion dollars. It was 2002 before Malcolm Decker bested Conroy’s story and made them even more dollars.

ABOUT LORRIE: Award-winning marketer, world-renowned copywriter and creator of “The She Factor”, Lorrie Morgan-Ferrero of Red Hot Copy has a reputation as the top female copywriter in the info-marketing industry. Lorrie is dedicated to teaching the world it is possible to shift from the hype-filled sales to a more modern version …marketing written with authenticity, trust, and rapport.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Copywriting Strategist Lorrie Morgan-Ferrero publishes the award-winning Copywriting TNT weekly ezine with 33,000+ subscribers. If you’re ready to jump-start your business, make more money, and have more fun in your small business, get your FREE tips now at http://tinyurl.com/copywriting-TNT

Who doesn’t love a good deal? I know I do! I My hairdresser turned me on to
Groupon  that gives daily coupons via email or your smart phone. You choose the area and your interests. You’ll be surprised at the savings you can get! Plus you might consider using Groupon to advertise your OWN business!

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Need Professional Help With Your Copy?

By Lorrie Morgan-Ferrero, Expert Copywriting Strategist

You can quickly clear up confusion in your market when you understand their pain. Then know how to tackle it by really connecting with your reader. It’s the old ‘one-two’ punch.

ONE: What is the “unique selling position” in your market? Luck won’t propel you to success. Understand the “cause” of your tarket’s problem by knowing her pain. Solving her problem is the “effect” she is looking for.

Big money corporations have entire departments dedicated to finding out who buys from them. Then they can hone in on that market segment. They do it by profiling not only who buys from them, but also by knowing who their competition is.

Successful marketing campaigns listen to their market. It’s about connecting a hidden desire (or even an expressed one) in your target market. Your job is to identify where those minds are, find them and then connect with them. You don’t have to have a big budget. With the Internet now it’s easy to see what everyone is up to.

1. Put the phrase or keywords your target market puts into a search engine like Google and see what shows up on the first page.
2. Visit www.amazon.com and do a search for your industry. Study what comes up.
3. Check out www.alexa.com for stats on website traffic. It’s your job to do your own research and it’s available to you through your competition.

TWO: Singularly look at writing to one person rather than a group. When you get this one concept down, your copy will stick like glue to the reader because it’s just the two of you in the room. It’s a real easy thing to say “everybody is my target market” but that’s simply not true. Your target market consists only of those potential customers who are suitable for your products or services. You really have to know exactly who you’re talking to so you can offer the solution to their problem.

Copywriting is interactive between the reader and the writer. You want him or her to keep reading so you have to engage the reader. When you get in touch with your TARKET, that’s where you really make the sale. You need to know everything about who you’re writing for. In other words, start with the catch in the mind instead of the pitch.

ABOUT LORRIE: Award-winning marketer, world-renowned copywriter and creator of “The She Factor”, Lorrie Morgan-Ferrero of Red Hot Copy has a reputation as the top female copywriter in the info-marketing industry. Lorrie is dedicated to teaching the world it is possible to shift from the hype-filled sales to a more modern version …marketing written with authenticity, trust, and rapport.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Copywriting Strategist Lorrie Morgan-Ferrero publishes the award-winning Copywriting TNT weekly ezine with 33,000+ subscribers. If you’re ready to jump-start your business, make more money, and have more fun in your small business, get your FREE tips now at http://tinyurl.com/copywriting-TNT

Alexa – The Web Information Company

Do you ever check your website analytics? What about your competition’s? You should. A FREE resource to help you is www.Alexa.com. Alexa computes traffic rankings by analyzing the web usage of millions of Alexa Toolbar users and data. You can find out about top sites, Internet traffic stats/metrics, related links, online reviews, contact information, and more. Download their free toolbar and learn!

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Need Professional Help With Your Copy?

By Lorrie Morgan-Ferrero, Expert Copywriting Strategist

 

In your business or your personal life the importance of building relationships cannot be stressed enough. It’s that connection that takes you to a level of trust.

My hubby, Johnny, and I took some dance classes learning the latest Western Swing steps a few years ago. We had so much fun but most importantly we learned to understand each other while we developed our style. As our feet moved, our bodies learned to hold our frame strong while we read each other with a slight pressure radiating that next move. It was key as we mastered each step. We felt as though we were art in motion. The signal between us was clear and focused. Your written copy can be engaging, friendly, and informative by tuning into how she thinks.

Today I want to share with you some immediate and practical tips you can use with your marketing to women.

1. Storytelling is as old as time itself and draws us into the message building a lasting relationship with your reader. So tell us a story we can emotionally relate to and justify with our belief system. This helps establish rapport creating trust and loyalty. Stories work because your reader can envision that product or service in a positive way.
2. Offer unique value with special discounts and coupons that can be used purchasing your products. Let’s be honest, women are scrutinizing your brand looking for chinks in your sales message. And women spend over $7 trillion on purchases so while you’re telling your story and building loyalty don’t forget to recognize these busy people.
3. Customer Service is the hallmark of successful businesses like Nordstrom’s and Zappos. Quick to respond to service-related inquires, even when it’s not possible to resolve the issue. They offer a human connection and women respond with loyalty. Once you have that bond, you don’t have to bother convincing anyone how great your product or service is. Did you know that acknowledging the person and connecting with them is more important than resolving the issue? Be quick to respond and earn their trust. Win-win.

Sharing news and experiences comes naturally to most women. Make it easy to talk about your business or share a product with their friends. It goes a long way towards your success.

Opting In to your email marketing is an important piece of your relationship but don’t forget to be very clear in your language or you will crush that delicate bond and lose your connection. Ambiguity in your message will kill the trust you’ve worked so hard to achieve. Be clear and focused so all your messages are more relevant. Increase the rate of opt outs in future emails when your language is fuzzy. If you have the ability, offer her a menu of options to control the messages that she receives from you.

Here is a secret when dancing with a partner. There can be only one leader. It is your job to lead your prospect into an artful dance built on trust. In this changing world, you never go wrong when putting your attention on your true divine nature.

ABOUT LORRIE: Award-winning marketer, world-renowned copywriter and creator of “The She Factor”, Lorrie Morgan-Ferrero of Red Hot Copy has a reputation as the top female copywriter in the info-marketing industry. Lorrie is dedicated to teaching the world it is possible to shift from the hype-filled sales to a more modern version …marketing written with authenticity, trust, and rapport.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Copywriting Strategist Lorrie Morgan-Ferrero publishes the award-winning Copywriting TNT weekly ezine with 33,000+ subscribers. If you’re ready to jump-start your business, make more money, and have more fun in your small business, get your FREE tips now at http://tinyurl.com/copywriting-TNT

This is a Hot Resource that you need for your business!

 

I recommend this service because it’s not only easy to learn and use but Citrix lets me focus on my message to you from my own office. Some people seem to specialize but Citrix GTW goes a step further. They understand my problems and my need to professionally connect with you, my audience, more effectively.

Here’s a link to their website: http://www.citrix.com/gotowebinar.

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Need Professional Help With Your Copy?

By Lorrie Morgan-Ferrero, Expert Copywriting Strategist S

The day you hung out your shingle as an entrepreneur, you also took on the job of marketer. The minute you stop marketing yourself is when your profits dry up, so you may as well get used to your role. If you don’t let people know what your business has to offer, you will NOT run a thriving business, especially true in this economy. I could go on but I’m here to teach you how to take your sales page and give it some muscle.  

Nothing kills a sale faster than boring copy. 

When writing copy

• Lay out the problem;
• Increase the pain;
• Use emotionally-charged language early!

Dazzle them with a hook.

Nothing pulls us in psychologically more than a good story. Like a spider weaving it’s attractive net drawing you deeper, spin your own story where she can walk through it with you as if it already happened. After all, we love a good story but make it brief. Get the reader entranced by your copy using a short story. Then connect it back to what you’re selling. She must visualize how her life will improve with your service.

You may be so busy chasing one shiny object and then another to find what you are missing in your life or your business. Try staying present in the moment by bringing energy and enthusiasm to whatever you’re doing and focusing on what is right in your business only.

Red Hot Copywriting Tips:

1. Sometimes things formatted in a paragraph are better suited for easy, breezy bullets instead.
2. Don’t be afraid to edit. Too much of a good thing can be too much of a good thing. Be concise and to the point.
3. Sell the sizzle, not the steak. Tease a little. You don’t have to tell the whole story in your copy – just enough to get them to read the next sentence.

For better or for worse, we are all in sales, so face your fears, gulp hard, and get out there and market!

ABOUT LORRIE: Award-winning marketer, world-renowned copywriter and creator of “The She Factor”, Lorrie Morgan-Ferrero of Red Hot Copy has a reputation as the top female copywriter in the info-marketing industry. Lorrie is dedicated to teaching the world it is possible to shift from the hype-filled sales to a more modern version …marketing written with authenticity, trust, and rapport.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Copywriting Strategist Lorrie Morgan-Ferrero publishes the award-winning Copywriting TNT weekly ezine with 33,000+ subscribers. If you’re ready to jump-start your business, make more money, and have more fun in your small business, get your FREE tips now at http://tinyurl.com/copywriting-TNT

This is a Hot Resource that you need for your business!

I recommend this service because it’s not only easy to learn and use but Citrix lets me focus on my message to you from my own office. Some people seem to specialize but Citrix GTW goes a step further. They understand my problems and my need to professionally connect with you, my audience, more effectively.

Here’s a link to their website: http://www.citrix.com/gotowebinar.

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Need Professional Help With Your Copy?

“The Conscious Copywriting Formula Series” Is Closing Registration

By Lorrie Morgan-Ferrero, Expert Copywriting Strategist 

You have probably heard the buzz word “conscious” used regarding business more and more often. That is because we are smack dab in the middle of a Conscious Renaissance or a rebirthing of communication, if you will. 

So what does it mean when “conscious” is applied to copy? I can tell you that it isn’t just about technique, although there is methodology involved. 

In 2005 I held my first live workshop and it was a chance for me to meet a lot of my tribe face-to-face. 

What I heard from the people who were doing the personal development work – the conscious people – is that they didn’t resonate with the hard sell copy. 

They understood the ultimate job of copy was to sell but they didn’t like being yelled at and bullied by the copy that was out there. It didn’t feel right. They wanted to be spoken to with respect and dignity. 

When you use proven salesmanship structure and overlay it with softer, more uplifting messages you get Conscious Copy.

• Conscious Copy isn’t not just about the outer world but it’s also about the inner world.
• Conscious Copy integrates masculine & feminine energies of business so your brilliance stands out. 
• Conscious Copy is about balance.

Frankly this is a whole new era that has never been experienced before in the history of mankind. Finally we are weaving together traditional ideas with innovative ones to make way for a brand new paradigm.

Here are the two truths to Conscious Copy:

1. You need the masculine to create the foundation and drive the sale. 

2. You need the feminine to bring in the playful essence and creativity of your message to the world.

A space where your message serves and sells with authenticity!

ABOUT LORRIE: Award-winning marketer, world-renowned copywriter and creator of “The She Factor”, Lorrie Morgan-Ferrero of Red Hot Copy has a reputation as the top female copywriter in the info-marketing industry. Lorrie is dedicated to teaching the world it is possible to shift from the hype-filled sales to a more modern version …marketing written with authenticity, trust, and rapport.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Copywriting Strategist Lorrie Morgan-Ferrero publishes the award-winning Copywriting TNT weekly ezine with 33,000+ subscribers. If you’re ready to jump-start your business, make more money, and have more fun in your small business, get your FREE tips now at http://tinyurl.com/copywriting-TNT

This is a Hot Resource that you need for your business!

I recommend this service because it’s not only easy to learn and use but Citrix lets me focus on my message to you from my own office. Some people seem to specialize but Citrix GTW goes a step further. They understand my problems and my need to professionally connect with you, my audience, more effectively.

Here’s a link to their website: http://www.citrix.com/gotowebinar.

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Need Professional Help With Your Copy?

“The Conscious Copywriting Formula Series”

By Lorrie Morgan-Ferrero, Expert Copywriting Strategist 

Okay. I get it. Not everybody enjoys writing. In fact, many would rather get a hot poker in the eye. Still, as a solo professional, you need to at least be able to separate poor copy from good copy. (And good copy from great copy.)

When you can identify powerful copy you get your message NOTICED, READ and RESPONDED TO. Whether you write the check for a copywriter, pass it off to someone on your staff or do it yourself – you need to be able to look at your copy from an expert angle and evaluate it to see if it’s doing the job, which is bring more dollars into your business.

For example: Is it in the right voice? Does it represent your company? Your product? Your branding? Most of all, WILL IT GET READ? If it won’t, the rest of your marketing doesn’t matter. They won’t get beyond the headline.

The good news is writing copy isn’t rocket science. In fact, it’s a pretty simple process. Copywriting gives smart business people like you an edge over every person in your industry who undervalues this skill. I promise. Here’s why you really do need to know how to write your own copy…

Reason #1: Copy is the only known “magic bullet” for making more money.
One of my colleagues wrote some copy for the Learning Annex. It must have been underwhelming because there was a very low turnout for the training. Then she revamped it, using more specifics and benefits. Turnout jumped to four times the attendees the previous copy pulled. There is no skill more directly responsible for pulling money into your business than copy.

Reason #2: You know your business better than anyone. Your business is the direct result of a dream. YOUR dream. And no one understands why your business exists or who it is meant to serve better than you. That means there is nobody better to write your marketing message than the creator – YOU! Sure, you could educate someone else about your business. But the truth is he or she will NEVER know as many details as you, the owner.

Reason #3: Not knowing how to write copy sacrifices speed to market. Face it. Whenever you get a good marketing idea, you need copy by default. So if you need to wait for someone else to craft copy for your every brainstorm, you can look forward to your competition jumping on the business.

Reason #4: To be more successful, your business must evolve over time. You don’t think the way your business looks today is going to resemble what it ends up looking like 5 years down the road do you? Of course not. You’ll grow and expand over time.

Reason #5: Copywriting is the MOST EXPENSIVE skill to outsource. Copywriters get paid the equivalent of the down payment to a house or a new car for every project. That’s right. You can expect to pay anywhere from $5,000 – $25,000 for something as commonplace as a sales letter. And it will be worth it because of the return on investment. But can’t you think of other ways to invest that money? Sure you can.

The bottom line is you don’t plan to stagnate, right? Your business will change and grow over time. That means your copy will change too. The core copy can stay the same, but the subtleties need to evolve just like your business is. It all points back to you knowing how to write attention-grabbing, relevant content that will actually get read. Business is moving at the speed of light. Be prepared to keep up by sharpening your copywriting skills.

ABOUT LORRIE: Award-winning marketer, world-renowned copywriter and creator of “The She Factor”, Lorrie Morgan-Ferrero of Red Hot Copy has a reputation as the top female copywriter in the info-marketing industry. Lorrie is dedicated to teaching the world it is possible to shift from the hype-filled sales to a more modern version …marketing written with authenticity, trust, and rapport.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Copywriting Strategist Lorrie Morgan-Ferrero publishes the award-winning Copywriting TNT weekly ezine with 33,000+ subscribers. If you’re ready to jump-start your business, make more money, and have more fun in your small business, get your FREE tips now at http://tinyurl.com/copywriting-TNT

This is a Hot Resource that you need for your business!

I recommend this service because it’s not only easy to learn and use but Citrix lets me focus on my message to you from my own office. Some people seem to specialize but Citrix GTW goes a step further. They understand my problems and my need to professionally connect with you, my audience more effectively.

Here’s a link to their website: http://www.citrix.com/gotowebinar.

_______________________________________________________________________

Need Professional Help With Your Copy?

“The Conscious Copywriting Formula Series”

By Lorrie Morgan-Ferrero, Expert Copywriting Strategist 

What I’m about to share with you is something that many, many people overlook. And frankly it’s the first place to start when you’re preparing to write copy. 

You must define your tribe and know who you’re writing to before you actually write a single word of copy.

If you’ve followed me before this process might be familiar to you. But remember, KNOWING and DOING are two different things. These 3 steps are also the steps to creating your TARKET! 

The word “tarket” comes from combining the words “target” plus “market.” I coined the term because it’s CRITICAL you think in the singular, not plural. Target market sounds like a mob. Tarket is one person. 

• “Target” + “Market” = “TARKET”
• Target Market is Plural
• TARKET is Singular

When you write your marketing copy and can imagine sitting in the same room with a real live human, your words will come to life.

Step One: Reveal the Problem You Solve

This part of the process is about you doing the inner work of what you actually offer that’s unique.

• Have a clear idea of what you bring to the table
• Research the offerings of other similar products or services in your industry
• Discover what makes you unique

Part of Step One is identifying your area of expertise and putting it one category. Even if you have many areas of expertise (or know a little about each of these topics) concentrate on selecting just one for the purposes of this exercise.

What is your area of expertise in general?

• Health & Nutrition
• Creative & Arts
• Healing & Energy Work
• Business & Wealth-Building
• Love & Relationships

It’s critical to bring your AWARENESS to your area of expertise. You have to be able to narrow your focus and bring clarity to the picture so your tribe (or target market) knows how you’re going to be able to help them. 

Think about in the old days when there were still bookstores. When you were looking for a specific book, you’d figure out what section it would be filed under, then you’d go to that specific section. You don’t usually find books for “children” under the “history” section. Nor do you find books for “psychology” under the “reference” section. You see where I’m going with this concept? You need to be ruthlessly precise when defining your own expertise so there’s no room for confusion. Make sense? 

Step Two: Fill In Your Tarket Checklist

It’s important to deep dive and find out as much information about your tarket as possible. The important thing to remember is you’re writing to ONE PERSON, even though others may read what your copy who have different qualities, your copy is more powerful when you focus on ONE PERSON. Trust me on this one. 

So here are some qualities to get you started. The more details you come up with, the more connected your copy will be and the more sales you’ll make. Period.

• Age
• Gender
• Marital status/history
• Kids
• Aging parents/grandparents
• Religion
• Education
• Occupations
• Pets
• Fitness level
• Physical attributes

You can also ask yourself other questions like:

1. What are her psychographics, like what magazines, books or movies does she like?
2. What is her true financial picture?
3. What is an average day like for her?
4. What are her values and priorities in life?
5. How much does she use technology?
6. What is she ultimately looking for out of life?

Step Three: Create Your Tarket’s Story

This is where you can get uber creative. But it’s also the most important piece of the 3-step formula. When you bring your tarket to life, she becomes an ally in your copy, every single time you sit down to write. Here is mine:

Gabrielle “Gaby” Anderson is 44 years old and divorced. She has a 13-year old daughter named Jessica who has severe allergies to food, so Gaby stays current on all nutrition. They both eat clean and often raw (but not always – Gaby likes to splurge occasionally on wine and cheese). Gaby is a massage therapist and works on clients in her 3 bedroom, 2 bath home in a busy little suburb in Studio City, California while Jessica is at school. She earned approximately $143,000 last year. Gaby loves yoga but only goes about twice a week. She is an avid student of personal development and reads tarot cards. Gaby has a group of 5 close girlfriends yet keeps her time open for her daughter. She believes in giving back and volunteers (along with Jessica) one weekend per month at the Animal Shelter. She would like to leverage her dollars for hours model so she isn’t so tied to the massage business but isn’t sure how to do start.

(Notice that I bolded Gaby’s qualities that are relative to my copy.) 

The feedback I always get when I do this exercise is how simple yet powerful it is. Even if you’ve done it before, it’s valuable to refresh your marketing and do it again. It’s like rekindling a romance…the love of your community. 

Ready to Learn More?

Join Lorrie Morgan-Ferrero in an exciting deep dive into the world of refining your message for the world using transformational language melded with authentic and helpful salesmanship. Her latest hands-on training The Conscious Copywriting Formula is a one-of-a-kind 5-week series beginning Tuesday, May 14^th at 2pm PT/5pm ET for 5 consecutive weeks for 90 minutes. Visit www.ConsciousCopywritingFormula.com and register now! 

ABOUT LORRIE: Award-winning marketer, world-renowned copywriter and creator of “The She Factor”, Lorrie Morgan-Ferrero of Red Hot Copy has a reputation as the top female copywriter in the info-marketing industry. Lorrie is dedicated to teaching the world it is possible to shift from the hype-filled sales to a more modern version …marketing written with authenticity, trust, and rapport.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Copywriting Strategist Lorrie Morgan-Ferrero publishes the award-winning Copywriting TNT weekly ezine with 33,000+ subscribers. If you’re ready to jump-start your business, make more money, and have more fun in your small business, get your FREE tips now at http://tinyurl.com/copywriting-TNT

Need Professional Help With Your Copy?

 Red Hot Copywriting Bootcamp 2013!

One Space Or Two

By Lorrie Morgan-Ferrero, Expert Copywriting Strategist 

One of my subscribers writes ‘I can’t hold my tongue any longer…not that that is fun or anything, I just had to tell you something! Just a tiny ‘lil thing. You have 2 spaces after each period. Unless you are typing on an “old fashioned” typewriter, on a computer you use only one space. This is part of my business, graphic design. I hate to criticize but I know you want to be professional and that stands out. It creates a visual break in the copy making it like a stutter in reading. This is a common mistake for those not “in the field“.’

I love that my subscribers are reading my copy carefully. My readers need this formatting tip to write their own copy. There’s lots of contradictory information on www.google.com if you ask the question of 1 space or 2 spaces at the end of a sentence. Even though it isn’t the subject of friendly mail, angry mail, or even ‘thought you oughta know’ mail, I am always open to tips from the graphic design side to help me improve my site.

Let’s talk about the evolution of writing copy. I learned in Journalism School to use 2 spaces at the end of a sentence because we were taught to write using a typewriter. We didn’t even think about the why, but adding that extra space at end of each sentence was simply for readability until the personal computer became a household word and changed all that.

It helps to understand the lost language of ‘typewriterese’, because the letter “W” takes up as much space as a “1″ on the original typewriter. Skinny letters take less space while wide letters take up more space so the extra space added after each sentence make it easier to see where one sentence stops and the next begins.

Just like the computer today, the space- efficient Linotype machine was a revolutionary machine used by newspapers and print shops. The operator filled each letter and space with a line o’ type cast in lead. Wedges were used for spaces, rectangles for letters. If the operator used 2 spaces or 2 wedges it gummed up the line o’ type, so only 1 space was used. Of course, the publishing industry embraced 1 space long before that and continues to follow that rule.

A copyeditor at The University of Chicago (Chicago Manual of Style) thinks, “In our efficient, modern world, there is not room for 2 spaces at the end of a sentence.”

Publishers want single spaces after periods. Most desktop publishers believe desktop publishing (electronic type-setting) should follow the commercial publishers rule, “One space at the end of a sentence.”

Two spaces can cause problems with line breaks in certain programs. Web pages use only one space between sentences. HTML is set up to only display one space no matter how many are typed. A browser, like Netscape Navigator or Internet Explorer, will only display one.

Should sentences be separated by 1 or 2 spaces? Yes.

ABOUT LORRIE: Award-winning marketer, world-renowned copywriter and creator of “The She Factor”, Lorrie Morgan-Ferrero of Red Hot Copy has a reputation as the top female copywriter in the info-marketing industry. Lorrie is dedicated to teaching the world it is possible to shift from the hype-filled sales to a more modern version …marketing written with authenticity, trust, and rapport.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Copywriting Strategist Lorrie Morgan-Ferrero publishes the award-winning Copywriting TNT weekly ezine with 33,000+ subscribers. If you’re ready to jump-start your business, make more money, and have more fun in your small business, get your FREE tips now at http://tinyurl.com/copywriting-TNT

No Cost Kick Off Event on April 30th at 2pm PT/5pm ET

Need Professional Help With Your Copy?

 Red Hot Copywriting Bootcamp 2013!

How Color Affects Your Marketing

By Lorrie Morgan-Ferrero, Expert Copywriting Strategist 

The color of your message says more than you think.

Color makes a statement in your life. It speaks to us, whether it attracts or repels. In fact, color is just another way we can communicate non-verbally. 

I’m here to tell you that color also subliminally influences how you spend your money.  

Marketing experts tell us that color subliminally influences how you spend your money. Color affects your spending habits so careful consideration is taken when you create that landing page online.

In business your understanding of colors and what they say about you impacts your business. Picking your colors and their complementary choice is serious business.

Curious how to integrate color for yourself? Enjoy this handy guide to using color in business communications! Here are some colors that deliver a message.

• Red is all about ardent energy, passion, action, and thrills. It’s a stimulating color that grabs attention.
• Use Orange for a feeling of social communication, optimism and affordability so you feel that you are getting good value.
• Burgundy or brown has luxury written all over it.
• Go green and feel like you are helping the environment. So you are attracting eco-minded clients.
• Yellow is the color of intellect and high thought, yet it can also stimulate your energy & appetite.
• Blue elicits trust and dependability. So choose this color to improve customer loyalty.
• Purple lets your imagination and creativity run wild. It also represents wealth. Purple traditionally appeals to women & children.
• Pretty in pink is a calming color and that can loosen your wallet making it less painful to spend.
• White is selected by 75% of top skin care brand packaging. Pure as the driven snow you connect honesty and simplicity when you have lots of white space. Think Apple!

It’s no secret. Money you make marketing yourself is a lot more than color on a web page, it comes down to how well you craft your words. It’s the most valuable skill you can learn for making money online. As long as you know that smart marketers have chosen colors on that website to strategically influence your spending.

You don’t have to be a color expert to make color work for you. It’s just one more layer, along with your copy and other aspects, that get prospects to bond with you and ultimately think of you when they need your product or service.

ABOUT LORRIE: Award-winning marketer, world-renowned copywriter and creator of “The She Factor”, Lorrie Morgan-Ferrero of Red Hot Copy has a reputation as the top female copywriter in the info-marketing industry. Lorrie is dedicated to teaching the world it is possible to shift from the hype-filled sales to a more modern version …marketing written with authenticity, trust, and rapport.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Copywriting Strategist Lorrie Morgan-Ferrero publishes the award-winning Copywriting TNT weekly ezine with 33,000+ subscribers. If you’re ready to jump-start your business, make more money, and have more fun in your small business, get your FREE tips now at http://tinyurl.com/copywriting-TNT

Happening Today!!

My good friend James Roche and his business partner Tony Tiefenbach are revealing exactly how to experience a freedom-based lifestyle so you can affect more people while avoiding the stress of running a complicated business.

They found the simplest way to live freely that I’ve seen.

Save your spot for their free webinar HERE!

I think this will be a real eye-opener for you. You might see a way out of any stress you might be experiencing with your business now. This can radically simplify your life and get you much more income than you’re currently getting.  I predict this will be an industry-changing model James and Tony are revealing. Don’t miss the boat on this.

Get the details here:
http://www.rochemarketing.com/webinarlorrie

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Need Professional Help With Your Copy?

 Coming in September!

Your Marketing, Her Stress, And The Buying Woman

By Lorrie Morgan-Ferrero, Expert Copywriting Strategist 

Women are truly fascinating creatures! We’re not exactly ONE SIZE FITS ALL, are we???

Let me give you an example . . . I was sitting in the salon the other day enjoying an incredibly luxurious pedicure when I was struck by what I was overhearing. One of the hairdressers was telling her client the laundry list of things she was doing or was responsible for in a given day. She explained how she had to get up early to get her kids ready and take them to daycare and school, drive through an hour of traffic to get to work, pick her kids up and take them to whatever activities or lessons they were doing (another hour plus in traffic), make dinner, clean up the house, pay attention to her husband (yes she actually used that exact phrase) and get everyone ready for bed. She sounded tired just talking about it.

I can relate to this kind of day – hey I’ve got 2 kids, a husband, and a wildly successful company to run too – but what struck me was that after she gave the play by play of her day, nearly every other woman in the room chimed in with enumerations of her own. In fact, it soon became clear a COMPETITION was about to unfold over who had the most stressful life. While I was tempted to share with them the concept that focusing on the stress actually makes it more powerful, I decided to simply sit back and observe. And, I kept coming back to the same question in my head . . . what impact does all of this stress have on women’s buying decisions? Probably a lot more than you think. A woman’s stress filter drives the way she behaves, decides and shops. It’s true – and whether you like it or not, her stress is standing between you and your marketing success.

Just try placing your product and your ad messages in the middle of that hairdresser’s day and see what happens. If you do it and you haven’t connected with her on an emotional level by speaking to her stress and her desire to make her life easier, you might as well throw your money in the toilet.

So what do women want? They want . . .

• their lives to be made easier
• simple solutions
• you to acknowledge her stress but not rub her nose in it 
• to be recognized and appreciated for everything she does
• And, if you can do that (without ever insinuating that she’s bringing on the stress herself), she’ll happily pull out her wallet for you.

So, the next time you want to sell a product or service to women, think of the following questions:

• Does your product or service save her time and or make her life easier? 
• Is it easy to use? 
• Is your copy (your message) easy to understand and are you clear about the benefits she’ll receive as a result of having whatever it is you’re selling? 
• Does it replace something she already has that’s not working (or maybe never worked) 
• Is it easy to find? 
• Does it work? How much social proof can you give her to show her it does? (She doesn’t have time to be your guinea pig.) 
• Is it fun or smart? 
• Does it make her happy, relaxed, satisfied, excited?

This is true whether you’re selling an herbal remedy, a coaching program or a weeklong seminar. Look at your product or service through her stressed out eyes and see if it holds up. If not, get out there and do some research to find out what they really want. I’m sure there are plenty of women out there who’d be happy to help you out!

ABOUT LORRIE: Award-winning marketer, world-renowned copywriter and creator of “The She Factor”, Lorrie Morgan-Ferrero of Red Hot Copy has a reputation as the top female copywriter in the info-marketing industry. Lorrie is dedicated to teaching the world it is possible to shift from the hype-filled sales to a more modern version …marketing written with authenticity, trust, and rapport.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Copywriting Strategist Lorrie Morgan-Ferrero publishes the award-winning Copywriting TNT weekly ezine with 33,000+ subscribers. If you’re ready to jump-start your business, make more money, and have more fun in your small business, get your FREE tips now at http://tinyurl.com/copywriting-TNT

This is your last chance to get these online videos. If you missed The Action Seminar, you can still get the online videos (which you should definitely do). The info you get isn’t what most marketers will willingly share with you because they are using it to grow THEIR businesses.

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Need Professional Help With Your Copy?