Today a giant beanstalk of black smoke dangled outside my window.

It lured me outside like a treat held to my dogs nose.

I wandered straight across town in search of its source.

What I  thought was going to take 1 minute, ended up being 5 minutes…then 10 minutes…and after nearly 20 minutes, I reached a smoldering boat being sprayed by a small army of fireman.

Why am I telling you all this?

Simple.   When you are approach a new customer you need to say something that did exactly what the fire did to me.   Yanked at my curiousity and drew me in.

Ask yourself next time you write something to create an important response, if what you say early is acting like the smoke.

If you’d like me (Ian Vecmanis) to create “Smoke” for you can get a hold of me at my Vancouver Copywriting contact page.

- I opened up an email from Frank Kern today and got smacked by a sweet copywriting weapon.

Paving a way for a claim to believed.

Here’s the chunk of email:

The FTC released new guidelines yesterday that DIRECTLY AFFECT YOU.

Lots of people in our community are talking about it, and most of them
are totally missing the boat.

Lucky for us, I (pay through the nose to) have an attorney who used
to work for the FTC …and he gave me the inside scoop.

Here’s a new blog post I wrote that tells you what I Iearned.

Did you catch it?

If Frank Kern had just said “I have the inside scoop on the new FTC ruling”.   It wouldn’t have had the same impact it did when paved the way for the claim to be believed.

This is an advanced copywriting tip.

Look at every thing you make a claim about and surround it with proof.   Your response will soar.

If you’d like some of the in your next promotion get a hold of me at my Vancouver Copywriting Contact.

Even in a short letter there are stages you have to go through.

First stage:

Your prospect is on the highway driving at 90 mph.

If you want to have a hope in hell of getting a message to him (without using a phone), you drive up beside him and match his speed, and then start talking.

In an email, (or any written communication) you have to pace someone before you can speak to them.

Persuasion does not exist without this trust factor or understanding.

How do you do this in lets say an email?

Well let’s go back to my restaurant examples.

I’m going to jump inside my brain and imagine myself as someone reading the emails and…and…and…here’s my “pace”.

Dear Customer,

Around 4 p.m. everday, some of my customers are feeling hungry, tired and ready to sit back and do nothing.

There we go.  That wasn’t hard was it?

Of course this email gets sent around dinner time, to drive people into the restaurant.

It could go on.

A fresh AAA grade prime rib was put in my oven right now.  In 2 hours it will be rare, and the veins of white marbling will have dissolved into the juicy, tender meat.

Fresh yorkshire puddings come with this portion of meat, plus a choice of season vegetables.  (And your choice of our low calorie, high flavor desserts)

I have a special wine coming out of my cellar today.  I only have 6 bottles of it, and I’d like to buy you a glass.  Simply come in with your special someone, and I’ll pour you both a complimentary glass.

Of course, I hope you try the prime rib special (There is a wonderful roast chicken or Ahi Tuna salad for the person who doesn’t like red meat).

Stroll down or take the car (we have complimentary valet for the members of our preferred clientelle list).   Don’t worry about downtown parking.  Just swing in, toss the keys to Jimmy or Ryan.   And relax.

We ask you call ahead first though.   xxxxxxxxx.

Warmly,

Chef Ian

Remember:  If business is like war, then the message you send out is like a bomb.   Would you rather be sending out 1000 cherry bombs, or 1000 cluster bombs?    Take the time to craft the message with persuasion, and your sales will climb.

If you’d like to me to consider working with you to double your sales by helping you build a customer list and farm it, read about my initial consultation here:  Vancouver copywriter

If you’re a restaurant owner, it could earn you $3,000 a day extra.

Chances are you can double your sales, by learning where it is, and how to make withdrawals.

A story for you.

A few days ago, I walked by a restaurant with a customer line up out the door.   There wasn’t anything fancy about it.   No flashy signs, no servers wearing dental floss for a shirt and no free beer signs.

Being the kind of guy who’s always on the hunt for good marketing ideas, I went back in the morning when it wasn’t busy.

I had an average meal, with good service and when I was done, I discovered this businesses bank.

The server asked if I’d like a free dessert.  I said I would.

She said all I had to do was sign up for a free membership into a preferred clients list.

She brought my dessert and I filled out my name and email address.

Fast forward two days.

I’m hungry, typing away at my computer.   I open my email and there is a message from the restaurant owner.

It’s written in a friendly way, and its asking if I’d like a free sample of some delicious chicken that just came out of the oven.

The painted a mouth watering description of this appetizer and I wanted it.

They said it was free with dinner, and they had a nice beer on special too.

I went there for dinner.

This restaurant has an email list of 3,456 people.

They only have to send out 500 emails and they can fill their restaurant (40 tables), whenever they want.

And get this.

If they were super smart about taking care of this list, here’s how they could print money on demand.

Let’s say the ovens break down and they need a replacement.

They need $25,000.

Well, let’s simply print money from our customer bank.

A letter like this would do the trick:

Dear Ian,

A small disaster has happened at my restaurant, and you can benefit from it greatly.

Here’s the story:

Manny (the sous chef), left a pan of hot oil too long and under too high a heat in my expensive oven.   A fire erupted.

No one was hurt thank god, but my oven is ruined.

This is where I need your help.   I’m just a small businessman and a new oven costs $25,000!  (I only use the best).   Instead of going to the bank and paying a high interest rate on a loan, I’ve decided to offer something to my best customers.

I’ll give you $500 worth of restaurant credit for $250.

I’m going to sell pre-paid gift cards to my restaurant worth $500 for only $250 to 100 of my best customers.

This will give me the cash I need for a new oven, and at the same time offer you a huge deal and a way to help me out at the same time.

If you’d like to get in on this, please come to the restaurant and tell the hostess you would like to purchase an “Oven Gift Card”.   She’ll know exactly what you mean.   We take cash, check or credit card, but you have to come in right away.   I am only offering this to the first 100 people because that’s all I need to cover my oven expenses.  I expect this to sell out quickly.

Have a great day.

Sincerely,

Ryan DiGinio

P.S.  I also have a special vintage wine I’ve held in my wine cellar for 10 years.   I have 120 bottles of it, and I’ll give one to you, if you’ll help me out, today.

Woooheee!

Don’t balk at this because its so simple.   Build your list and communicate with them intelligently, and you’ll recession proof your business, double your take home income and start living life with a lot less worries.

If you want some ideas and strategies to get going then you take me up on a free consultation to outline a strategy for you.  I’m a rare Vancouver copywriter who knows the strategy and has the knowledge to execute it.

Here’s why:

There is a rampant disease in the restaurant industry, choking repeat business.

The cure is simple too.

In downtown Vancouver, there are thousands of wealthy folks who eat out every day.

If you build just 100 weekly visits, from some of those people, spending $100 a pop (they bring a guest).   Then that’s $10,000 a week and $40,000 a month and….

$480,000 a year!

So how do you build this repeat business?

Easy.

After every meal ask every person to fill out a small form asking for their email address, name and physical address (or get their business card).

Tell them it’s a preferred client list where you send free mouth watering gifts and let them know of upcoming events.   Offer them a bribe of free dessert and coffee for every card they get.

Each of these cards is worth a fortune to you.

Have one of your servers or managers put all of these into an email program (I recommend Aweber).

What do you do now?

It’s easy.   Provide friendly, valuable email content to these people with a call to action to visit your restaurant.   You can time these emails so they go out right when they start getting hungry.

Have your cooks prepare a special email list dessert or appetizer.  Or get your bartenders to make a special drink or wine, and describe in your email the free goodies you want to give people.   Have them call in and reserve a spot.

Make sure you make these people feel special when they come in.

The email software costs $60 a month.   If you build a list of 5,000 people and communicate intelligently you will almost certainly get 1%  of your list to visit your restaurant, whenever you want.   That’s 50 people bringing at least one person.

Anyhow.

Build the list, what you can do with it is simply amazing.   If you’d like to learn how to pull this off in more detail including a way to use this list like a bank simply email me at ian at ianvecmanis.com and say you’d like to read my restaurant report.   I’ll send it back right away.

Peace.

I’m not talking about the phony, criminal money the government prints out. The kind that erodes your wealth and silently kills the reproductive power of your hard earned money.

No. I’m talking about the magic of wealth creation. And you can do it in a simple email.

A story for you to explain.

Let’s say you are on a cruise, your boat capsizes, and 20 survivors wash onto a tropical island.

You are hungry, thirsty and a storm is approaching.

Some people start fishing and gathering a supply of fish. Others begin to hunt wild game on the island. Others discover a fresh water creek, cutting through the jungle, and start filling up coconut shells with water.

The islands wealth is the sum of the goodies and services the survivors can create!

What are you going to do?

You create something of value you can exchange for a fish, some water or some delicious wild pig.

You can specialize in creating rain proof roofs for peoples shacks. You can give back massages. You can build fishing equipment and trade with your fellow survivors.

If you change your mindset to truly getting this. You will see their is unlimited wealth in the world. Your ability to create wealth comes down to salesmanship. Clearly demonstrating value so someone will give you money for it.

And you can do it in an email. The right words can convince someone to buy a digital ebook which is nothing more than 1’s and 0’s arranged in a unique fashion.

Convince someone the ebook contains the algorithm which generates winning lottery numbers and the price you can charge for that combination of 1’s and 0’s…explodes.

There is always a way to add value to a service. And value doesn’t come until you’ve clearly demonstrated value. This is how you create money out of thin air.

More on this to come