I’m Lorrie Morgan-Ferrero of Red Hot Copy, and I’m known for my
fun and easy methods to write relationship-building copy
that appeals to women and heart-centered entrepreneurs…
I've been teaching copywriting from
novices to experts online since 2003 until I retired my
world-famous Copywriting Bootcamp in the summer of 2008. Why
would I put to bed one of the most successful and helpful
trainings available to entrepreneurs online today? Because I
was teaching the Old School Marketing Methods that just
don't work in TODAY’S VOLATILE MARKETPLACE. My Bootcamp
needed an update!
It’s a whole new world out there with
fast-changing technology and super savvy consumers. And if
you haven’t noticed, the market to reach has changed too. It
used to be that masculine, testosteronal driven marketing
worked like gangbusters to sell, sell, sell. No more. That’s because it’s the WOMEN who make 85% of the buying
decisions…across EVERY BRAND!
(Yes, even the ones you wouldn’t think of
like sporting merchandise, motorcycles, SUVs, real estate,
electronics, even handguns!) Women are leading the way with
their wallets.
And women want to be treated differently!
In fact they demand it or they simply go play in someone
else’s sandbox.
I Started My
Marketing Career By ACCIDENT!
A few short years ago I was fetching
coffee for the CEO of a marketing firm. And I was miserable. (See, when my two sons were born I was a stay-at-home mom
and loved it. We hung out together and did enriching things
everyday…fingerpainting, museums, cooking family meals,
etc.)
Then after getting divorced, I had to get
a ‘real’ job and put my little guys in daycare. One day I
got an epiphany that I NEEDED to be back home with my boys.
I got remarried to the love of my life, and when my boss
retired I just didn’t get another job. I was going
to be an entrepreneur!
I Had the
PASSION but No PLAN!
This decision did not go over very well
with the new husband (and the stress in the house was
unbearable.) As I struggled to learn how to eek out a living
from home using that ‘new-fangled Internet’ I became a ravenous student of marketing. I went to seminars,
read every book, bought every home study course… and put us
into over $46,000 in debt in record time.
As I started to figure out how this whole
copywriting business could be profitable, as a byproduct I
became an expert in marketing. (Truthfully,
you can’t have good marketing WITHOUT strong copy. See
we are all really marketers and the DNA of marketing is
powerful copy.)
Today I run a wildly successful
Internet marketing and copywriting firm. In fact;
-
Each year my business doubles or triples
its income consistently;
-
My work style shifted from being a lone ranger to working with a staff of 5 amazing team members;
-
My family and I moved into a spacious
4-bedroom home with a gorgeous kidney-shaped pool;
-
We travel to exotic places like
Scotland, Ireland, Germany, Hawaii, and Mexico to
name a few;
-
My husband and I are
closer than ever before because we live in
JOY and HARMONY;
- I get to share my sons’ developing philosophies of
the world right from my home without begging for
time off from the boss!
Ah, life is GOOD!
So How Did I
Create So Much Time, Money, and Freedom in My Life?
I have to give you a bit more background
to explain how things are so much different today than they
were in 1999 when I left the corporate world.
It’s pretty simple really. I have
a knack for connecting with people using marketing with
built-in rapport.
See, I learned copywriting and marketing
from the best of the best in the business. I studied Claude
Hopkins (dead), John Caples (dead), Gene Schwartz (dead),
David Ogilvy (dead), Rosser Reeves (dead), Gary Halbert
(dead), Alex Mandossian (alive), Dan Kennedy (alive), and
John Carlton (alive)...just to name a few.
Our personalities were very different. Maybe because I’m a woman…and maybe not. I’m not
sure. I just know these dudes were all tough "men's
men." They worked the trenches with hardcore,
balls-to-the-wall copy. My goal was to write just like
them…and they taught me. (In fact, side by side you'd be
hard-pressed to recognize that I was a female at all.)
And you know what? I LOVED it! It was so
direct and in-your-face. My copy stood up and spoke a
language I personally never could. It was easier to hide
behind the persona of the copy. Plus it sold like
hotcakes! I started making more money, attracting
more clients, and LOVING what I
did.
But I realized Iwas different than the
traditional guys. (Trust me, I didn’t WANT to be
different…I simply am.) See, I just have a different
way of connecting with people and building rapport (whether
in regular life or in marketing.) My style breeds
trust and authenticity.
Well guess what? That’s exactly how women
like to be marketed to. It’s about the RELATIONSHIP,
silly!
So even though I’ve been resisting being
the spokeswoman in our industry for selling to women, I recognized I ALREADY AM DIFFERENT. I may as well embrace
it!
And the more I stopped trying to be like
anyone else and embraced my own marketing style, the
faster my income grew!
Just Because I'm a WOMAN
Doesn't Mean I Automatically Knew How To Market To
Other Women!
I've had plenty of clients and students
come to me in the past for my services BECAUSE I AM A WOMAN.
The one thing they all had in common was they wanted to
reach the female market. Funny thing is, women don't
naturally know how to market to other women! Unless you know what you're doing women are just as likely
as men to make mistakes with their coveted market.
So although I tended to write more like a
man than a woman, over time I recognized I actually knew a
ton about marketing to women. (Not because I AM one but
because I’m an expert at building rapport!)
See I moved a lot growing up. That meant
new neighborhoods, new schools, and new kids. I was
painfully shy so I kept to myself. When I got to high
school, I decided to “become popular” somehow.
But since I never was popular before, I
didn’t have the first clue how to go about it. So I
became a student of human psychology. I studied the
behavior of the popular kids and started doing what they
did!
I learned a huge part of their popularity came from BUILDING RAPPORT! So I became
an expert at doing it quickly so people trusted and liked me
right away. I became hyper tuned in to whoever I was talking
with and made them feel like they were the most important
person in the world. Those skills never left me! (By the
way, the more I continued studying psychology the more I
realized I had stumbled onto language and body patterns
called Neuro Linguistic Programming or NLP.)
So I Spent the Last Year Feverishly Researching, Testing and
Tracking What Methods Work Best When Marketing to Women!
Here is what I now know…
There IS another way to market. It's
entirely possible to weave the traditional PROVEN methods of
marketing with the new rising consciousness of women and other consumers. And no matter how you look at
it, how you write your COPY is more important than
EVER if you want to attract the female market
instead of repelling them!
Men and women make decisions very
differently. Neither is right or wrong. When you try
to reach men using techniques that work with women, you ALSO
REACH THE MEN.
BUT, when you try to reach WOMEN with
techniques designed for men – YOU COMPLETELY
ALIENATE THE WOMEN! Interesting, eh? I'll tell you
more about what I learned in a minute, but first....
Let's Bring this Back to
YOU!
Regardless of your gender, there are subtle, but CRITICAL differences between how men
and women make their buying decisions...differences that
can mean losing or gaining massively more sales.
I remember wracking my brain last holiday
season over what gift to get my husband (the man who has
everything). I ended up dropping a huge wad of cash at
the Harley Davidson motorcycle store (you know, the
ultimate testosteronal boy toy).
Personally I don't have any interest in
ever getting on a Harley myself (though plenty of women
love them), I’m still a very good customer to them.
Why? Because not only do they have things
that make my man happy, but they have cute clothes for women
(seriously). Harley gets it! They know how to market to both
men AND women.
And that’s the real trick, isn’t it? So many
businesses ONLY market to men because they don’t see the
bigger picture. Capiche? I'm here to tell you that
can be a critical BLINDSPOT, causing you to hemorrage cash!
 Nothing
against you guys, but FEMALES are the driving force
behind 85% of allbuying decisions. If you STILL
don't consider the spending wallop women have on the
economy, check out these stats...
-
American women spend about $5 trillion
annually...
-
Women buy
more online products and services than
men...
-
Even though many households are dual paycheck, women still spend 80% of both COMBINED incomes…
-
Single women are also a significant buying
category: According to a 2008 Vertis Communications Consumer Focus Study, in 1998, only 69% of women between
18 and 24 were involved in home electronics
purchases. By 2008, that number had grown to
91%...
- In 2006, 3.9 million more
women lived alone than men…among this group, women were 9% more likely than men to own their
homes…
- 70% of all new businesses are opened by women.
With numbers like this, isn’t it time to
focus on what SHE is interested in?
Let’s face the facts. Even if your
product or service isn’t specifically designed for women,
the ladies clearly have the purchasing power!
Wouldn't knowing WHAT TO SAY in your
marketing to women (and how to present it) be
useful to your business? Of course it would!
 
Introducing a
Special 8-Week Teleseminar EVENT: "The She Factor
Copywriting Bootcamp!"
Now more than ever, there's much
more to marketing and communicating to WOMEN than meets the
eye. And it pains me to see so many
entrepreneurs make simple mistakes that are deadly to their
profits. With that in mind, I've created an 8-week,
hands-on teleseminar/webinar workshop using the latest
findings in marketing and communication. It's called *The She Factor Copywriting Bootcamp*!
This training is destined to be
ground-breaking for your business. You don’t have to wade through reams of unnecessary copy to be
effective. Now you can write powerful short-form copy that
appeals to the women of the world who are juggling career,
family, and health everyday. They don’t have TIME to read all
that copy. Just cut to the chase!
Let me
show you ways to get your marketing message down to a sound
byte you can duplicate in all of your copy so you
effortlessly explain what you do and how you can help. In this
class, you’ll learn:
- How to write using a formula that is effortless and easy (I confess. I follow a specific
blueprint that has gotten my copy in the limelight in a
relatively short period of time and I’m going to hand it all
over to YOU);
- How beginners are able to compete
with experts on a level playing field right away (when you have the right tools at your fingertips, it’s
idiot-proof);
- How one small change to your sales
letter can send your shopping cart into overdrive with new
orders (better be sure you have called your merchant
account before you launch your copy because you’re about to
get a SPIKE in sales - it just happened to me again);
- How to get a repeatable result when
you follow my method for writing a sales letter (I boiled
the volumes of information overkill on this topic into the
best of the best techniques you can apply right away);
- The
truth behind what makes your copy “okay” versus what makes it sell
like hotcakes to your target market (you may be shocked
by some of the ugly secrets I’m giving up. I’ve seen it
all, and I’m telling!)
Class Topics and Schedule
Dates for “The She Factor Copywriting Bootcamp” are on Wednesdays at
10amp Pacific/1pm Eastern. Though I
certainly don’t plan to change any of the dates, sometimes
unforeseen circumstances can pop up. If there is ever a need for
an adjustment, I will do my best to give at least 24 hours
notice.
Thursday
Sept 23 (Free Preview Call |
“How
to Successfully Market to Women” The 5 Factors to Making
Much More Money WITHOUT Spending More on Marketing!) |
Thursday
Sept 30 |
“Gender Benders: Masculine Versus Feminine Copy” |
| |
In
this class you will learn:
- Myths
about marketing to women and how to conquer them - (psst!
even women sometimes fall into these traps);
- How
to avoid sounding like a used car salesman in your copy
- (there is a place for hype-filled copy but not with
women);
- The
avoidable mistake so many marketers make when trying to
appeal to the female market - (hint: If your copy is
TOO SOFT you won’t get attention);
- The
secret ‘girl’ code all women know when they trust their
intuition - (but seldom speak about out loud…even to
each other);
- The
marketing taboos that make her click away in seconds
flat - (if you wanna lose her, this is how you do it)
|
Thursday
Oct 7 |
“You Talkin' to ME? Insider Secrets to Research and
Target Marketing” |
| |
In this class
you will learn:
- What background materials you must have before you write
a single word of copy - (sadly most copywriters I
know don’t spend enough time in this phase);
- The hush-hush resources you can use to learn more about
her - (she’ll think you’re practically reading her
mind);
- Exactly where to go to spy on your competition - (and
why you MUST not ignore this step);
- How to get your copy to sound natural and conversational
so she feels she knows you - (trust is a huge value
for women you must not underestimate);
- Ways to get her to dish about what she really wants to
spend her money on - (when you understand her
spending priorities you can make more sales)
|
Thursday
Oct 14 |
“Step-by-Step Formula for Connecting with Her
Desires” |
| |
In this class
you will learn:
- The
real difference between a FEATURE and a BENEFIT – (this extremely common mistake turns your copy into a
snooze-fest);
- My
proven formula to turning phrases into benefit-driven
statements that attract attention - (women buy based on how we
believe a product will make us FEEL);
- The use of psychological hot buttons and mental
gymnastics that hypnotize her into buying - (your
copy will practically put her in a trance);
- How to anticipate her objections BEFORE she reads a word
of your copy – (she’s already looking for reasons NOT
to buy from you so be sure you understand her thinking);
- Which EMOTIONAL WORDS entice women to buy from you – while NOT “selling” them (I’ll share my private
checklist with you)
|
Thursday
Oct 21 |
“The No-Fail Recipe for Head-Turning Bullets” |
| |
In this class
you will learn:
- The
easy way to create bullets you can use in multiple media
- (write ‘em once and use ‘em in web copy, audio
scripts, postcards, flyers…you name it);
- Ways
to get her to trust you without stooping to hype and
exaggeration - (blow the trust factor and she’s gone
forever);
- How "blind bullets" pack an extra wallop, create
curiosity and entice her to buy – (this is an
advanced technique but I make it easy for even beginners
to use it);
- How
to remind her of the benefits she’ll get from
using your product or service - (often she’ll focus
on the bullets alone to make her buying decision);
- How
making the right choices of punctuation and formatting
bullets dramatically impact your copy - (with
women, at least 25% of your copy’s success depends on
formatting)
|
Thursday
Oct 28 |
“The Nuts and Bolts of How
to Make Your Offer Irresistible” |
| |
In this class
you will learn:
- How
to get the maximum (ethical) price for whatever it is you are selling – (it’s very
possible you’re UNDERCHARGING);
- Which psychological hot buttons and mental gymnastics
practically hypnotize her into buying - (she won’t be
able to get your message out of her head);
- When
to NEVER ask for the order (yet I see
people who should know better do it all the time);
- The biggest mistake entrepreneurs make to LOSE THE
ORDER – (the sales process isn’t over until money
changes hands and the product is delivered);
- An
easy technique that makes her feel good about being in
the decision-making driver’s seat – (all too often
women feel strong-armed and end up leaving without
placing an order)
|
Thursday
Nov 4 |
“BREAK WEEK” |
Thursday
Nov 11 |
“The Art of Natural Storytelling: Adding the “You”
to Your Copy!” |
| |
In this class
you will learn:
- How
to use storytelling to really bring FEATURES and BENEFITS to life – (People automatically put
themselves in the story so they’re already ‘testing’
your product when you use the story device);
- How to LOWER SALES RESISTANCE and separate
yourself from any other business in your marketplace - (women buy from those they bond with);
- How
to get original ideas for your stories – (all
stories are NOT equal);
- Tricks to sharing powerful, relevant stories that grab her interest - (there is an art to telling
engaging stories that pull her into your copy);
- My
copywriting trick to infusing personality in your
marketing – (most copywriters have no idea how to
even do this)
|
Thursday
Nov 18 |
“Magnetic Headlines that Pull Her In and Keep Her There” |
| |
Arguably the most important combo of words in your copy, wouldn’t you agree?
But they don’t happen by accident! Relax. With “The She Factor Copywriting Bootcamp” it’s all under control…You
don’t need to be a writer to write great headlines when you
understand the basics.
In this class
you will learn:
- Which words grab her attention in headlines – (and which to avoid at all costs);
- Headline templates for busy people to create no-brainer headlines that get
her reading – (no more struggling for the perfect
headline);
- Which fonts and colors are the most
compelling to women and which REPEL her - (women
respond much more visually to websites so you better
know what she likes);
- My
little insider secret that will have you writing captivating headlines in no
time – (buckle up and hold on tight cuz you’re about
to be a headline ninja!);
- Which headlines are more effective for your market – SHORT ONES or LONG ONES – (again,
I’ll share my personal checklist with you)
|
Thursday
Dec 2 |
“Putting It All Together! Listen, Watch, Cut Years Off
Your Learning Curve!”
Here’s where
the magic happens! Watch live as I deconstruct Old School copy
and turn it into copy that speaks her language. This
one-of-a-kind webinar is where you see it all come together.
This class alone is worth the price of admission! |
|
I
understand I have until the end of the second
class to request a full refund, but I'm sure I'll be
getting so much value I wouldn't even dream of wanting
one! All product refund requests will be
processed within 30 days upon approval of submission or
receipt of returned product! 
