Heart-Centered Copywriting

Even if you are moderately good at getting people interested in what you do and what you are offering, there is often a hang-up at the last moment- the moment of purchase.

It's not unusual for people to create mailing lists of dozens, hundreds, even thousands of people, and still end up with hardly anyone actually purchasing from them.

This intimate, small group will give you the in-depth and personal feedback you need to:

• Break writer's block around writing sales offers, so you no longer waste time staring at an empty screen.

• Feel connected to your heart when selling your products and services on your website so you don't feel gross and slimey when inviting people to buy.

• Increase your response rates by 50%-200%, so your cashflow can even out.

• Receive compliments from your readers who visit your sales pages telling you how inspired they are about what you are doing in the world.

There are only 12 spaces available. If your heart is resonating with this, please fill out the application at the bottom of this page to reserve your spot.

---

My friend Jason Stein held a class--and customers kept signing up. Suddenly Jason was faced with an unusual problem: He had to get a bigger venue just to accomodate all the sign ups.

Here's what Jason had to say:

"Mark, you really helped me make this breakthrough- just a couple of months ago, I was paralysed, and now this. And, the only selling I did was the written word by email and on the web page. It's so inspiring."

---

"The good news, or rather, the awesome news is that we have enrolled a total of 10 people into this course through web copy, email, and newsletter. No more pulling, pushing, struggling. Easy, effective marketing. One more email and the final 2 spots will be full!

"You have no idea how absolutely off the charts thrilled I am about this!!!

"With the time that is saved as a result, our resources are freed up to give to people through our programs and in supporting their spiritual development. Our hearts are grateful for this breakthrough!"

Kim Phipps, Marketing Director
University of Spiritual Healing and Sufism

---

"When I came to Mark, my 8-year-old business was feeling stagnant and in need of a re-start. Using his approach, I learned to step into vulnerability and authenticity to create a powerful message, and Mark taught me to stay in my heart and take care of myself.

"As a result, even though my revenue has increased by 170% in the past eight months, I'm in no danger of burn-out. Mark's support is profoundly thorough -- he combines delicious spiritual connection with the most practical, down-to-earth guidance. That guidance has helped me write and speak in an authentic, compelling way, my e-zine to grow by 25% over the past two months, and I'm getting standing ovations at my keynote talks.

"I thought I'd have to run myself ragged to earn this much money... But I don't...I get to be 100% myself!"

Michele Lisenbury Christensen
www.successandspirit.com

---

"I've spent thousands of dollars on marketing, on-line marketing, and copywriting classes. And what you've taught me shows me exactly why all those things I learned only worked so far.

"There were two ways they didn't work. it obviously didn't connect with my readers the way it could, but the other way it didn't work is it also didn't connect here, in my heart.

"This is incredibly helpful. What you are teaching is the piece I needed. Wow."

Molly Gordon
www.authenticpromotion.com

---

---

Next course is not yet scheduled.
If you'd like to be on the wait list for one of the 12 spots, fill out the application at the end of this page.

---

Would you like to have the right people buying your products, or signing up for your services, just from reading a web page?

(Is there a way to write up an offer so that people purchase just from what they read, without using hype or manipulation?)

You've spent hours trying to get the wording just right on the web page... or maybe just staring at the screen with your mind blank. You want to be clear and inviting, but not pushy. You're hoping that those who read your web page will get the value of what you are offering, and buy.

But they don't. You get a few who do purchase, and that only after additional conversations, and decision-making. It seems like so much work to get someone to buy.

And the really frustrating part is that when someone does buy, they love what they get from you. You know there are a lot of people who want to go where you can take them. But so few of them actually get in the saddle of your offers, avoiding each one as if it was a horse gone wild.

Why do only a few people buy? It all seems so random and accidental. All while the very people you can help most are standing on the side of the trail. It's just sad.

How do you get people on your horse, so you can take them where they want to go?

How to get a new rider on a horse.

My wife Holly worked as a trail guide at a county horse stable when she was a teenager. She told me that there are three things that are needed to get someone on the horse, out on the trail, and back home again: connection, safety, and knowledge.

With these three things, she led hundreds of people out on the trail, and got them all back safely. Everyone had a great time, enjoyed the horse, and enjoyed the ride. She loved that job.

Your sales page is a trail guide.

Whether your customers actually get in the saddle and buy from you depends on the same three things Holly used:

• Connection.
  Your prospective customers need to feel a sense of connection to you. If they don't trust you, they won't follow you, no matter how good your words are.
• Safety.
  Making a purchase, especially for any significant amount of money, is both intimate and intimidating. Your readers need to feel safe enough to make the purchase.
• Knowledge.
  They need a lot of information, more than a quick paragraph. How much? Enough so that they feel confident, clear, and safe. Otherwise, they won't come along.

What's more, they need them in the right order. Your readers need connection, safety, and knowledge in certain amounts, in a certain order. If you give them at the wrong time, or in the wrong amounts, then they shy away.

Introducing an intimate course:

The results that are possible with heart-centered copywriting:

• A clear, confident no-strings-attached feeling about making your offers.
• Having plenty of happy customers and clients purchase those offers.
• Having many fewer of the wrong people purchase from you (reducing stress, exhaustion, and refunds.)
• Have an easy feeling about your cashflow and income.
• Enjoy writing through finally understanding how writing works.

Yup. It's all possible.

What the course covers.

There are three major areas to the course, each with its own topics.

Structure
There is a structure to copywriting, that functions like the bones of your body. The structure holds you up, and gives you shape. It allows you to move, but doesn't restrict you or tie you down.

• The one thing you need to do before you start writing a word.
• The nine elements of successful copywriting.
• The spiritual secret that keeps you from falling into hype.
• The true heart-connected intention behind most old copywriter techniques, which changes them from tricks, into beautiful expressions of care and guidance.
• Why many people focus on 'length'- and the critical element the 'length issue' hides.
• Why most headlines flop, and how to make yours 'pop.'

Strategy
One of the biggest mistakes people make when trying to sell through a web page or sales letter, is trying to use that page or letter in a vacuum. The writing on the page is actually only responsible for half, or less, of the effectiveness. Without understanding strategy around the sales page, you will be very dissatisfied with your results.

• How to get the right people to your sales page in the first place.
• Catching the subtle balance between annoying over-promotion, and defeatist under-promotion.
• Judging the proper lead time as to when to start promoting.
• Avoiding the most common mistake in email promotions.
• Why, and how, to keep promoting to people after they buy, without annoying them.
• The spiritual truth about urgency, and how to avoid hype and manipulation.

The Art of Writing
Okay, you're structure is solid, your strategy makes sense... but it still doesn't look like it does in the cookbook.

Writing is an art, and when it's done even half-way well, and you know some of the not-so-obvious 'tricks of the trade' then your writing becomes a LOT more engaging and readable. I've spent close to twenty years as a writer and editor for newspapers, magazines, newsletters, and in marketing. I've learned a thing or two about how to put a sentence together. You can, too.

• The essence of drama, and how to use it to keep your reader engaged and not bored.
• How much and what kind of vulnerability is essential, and what pushes people away.
• The difference between conversational and sloppy.
• Three top editing techniques that the professionals use.
• Understanding tempo, and the role it plays in your writing.
• Connectors, disconnectors, and other fun tips for keeping your reader engaged.

When these three pieces come together, suddenly you aren't starting at a blank screen. Instead, it becomes easy and inspiring to write sales pages. And, people start buying from you.

Your number-one priority is delivering high quality help to your customers.

When your offers are of the highest quality, and show the deepest caring, you create raving fans, repeat customers, referrals, evangelists, etc.

Yet, if you are spending hours on the phone following up with reluctant customers, trying to help them feel safe enough to purchase, how much time do you have left to create that quality?

How many creative projects in your business are awaiting your attention right now? (Not to mention family or recreational/rejuvenation time.)

If you're frustrated because you can't spend the time making what you do really, really shine, then probably the moment has come. Delegate some of the repetitive work that still needs your heart and presence, to your web pages.

How the class works, in three parts.

There are three components to the class: group meetings, online forum, and the buddy system.

There are a few bonuses I've put together, because I think they'll help you apply what you learn and get the results you want.

"You're not teaching me marketing if you can't even fill your own classes."

Just a few years ago, I was running classes that were half-full, or less. I even had one person write me "I'm not taking a marketing course from someone who can't even fill his own classes!"

Good point.

I knew I had to learn how to really connect with the right people. I knew I didn't want to manipulate anyone, but missing them entirely wasn't working. And, all the while, we were struggling to pay the bills.

Then I learned, and saw the beauty and connection that was possible in copywriting. Since then, the results have been very different.

Our classes consistently sell out, many with waiting lists. And in the past 12 months, we've sold over $64K worth of products-- that's over $5300/month in products alone. And bear in mind that our email list is not huge.

And the customers are happy. We've had one product refund, and that from someone who didn't want to return it, but had a disagreement with their spouse over household expenses.

Since we've implemented what I'll be teaching in Heart-Centered Copywriting, our income has nearly doubled:

It's not about the money. With our business now consistently earning five figures every month, and with the flywheel of success spinning more quickly, I need to remind us all that while the money is nice, it's not the most important part.

You have a gift in the world, and people need it.

And, if you aren't successful at giving connection, safety and knowledge at the point where someone is deciding whether to buy or not, then those people aren't getting the help you are offering. And the world is a poorer place.

"Hold it just a minute, Mark... isn't it a just numbers game?"

It is... and it isn't. It's true that you do need some sort of an email list of interested people to talk to, but you don't need huge numbers to be successful. And, what's more, huge numbers won't automatically make you successful.

Actually, my email list isn't that big, compared to a lot of people's. Currently it's under 3000. And, when I first started implementing heart-centered copywriting, it was well under 2000 people.

I've helped people whose lists were 4000, 6000, even 12000 people or more. But, even with those numbers, they hadn't had the same success percentages I'd had.

Don't worry about how small your list is, even if it's just a few hundred. Learning and implementing authentic, heart-centered copywriting can double or triple your results, wherever you are right now.

The 86% Conditional Guarantee. (86%?)

I fully stand behind this class 100%. If you are unsatisfied with the value of this class, I will happily refund the money you paid for it. However, there are some conditions.

The 86% stands for six-sevenths. There are seven classes in total. To qualify for the guarantee you only need to show up for it: Attend six out of seven classes (and listen to audio for the class you miss), meet for six out of seven of the buddy meetings, complete all your check-ins, and complete six out of seven of the assignments.

If you do that much, and implement the strategies in your business, I will guarantee that you will be really happy with what you've learned. If you aren't satisfied up to one year later with the results you get, I'm happy to issue you a refund.

Simple? Yes. Give me 86%, and you are 100% guaranteed.

Are you ready to start connecting with more people, and have those folks happy to buy from you?

Please join me. Here it is:

	Regular	Premium
The class itself, with no more than 12 participants. Seven 90-minute sessions by phone, next class 2008, dates TBA.
Online Forum for in-depth discussion and editing.
The buddy system, for accountability, creativity, and support.
Bonus: Audio recordings of the class, your choice: mp3s or CDs mailed to you.
Bonus: (Prolific) class notes in PDF.
Premium Bonus: Teleclass on How to lead a teleclass (plus the class recording.)
Premium Bonus: Promotional Email Examples
Premium Bonus: List Segmentation Tutorial
Regular Price (After Oct. 11)	$566 x 3 monthly payments	$631 x 3 monthly payments

Note: Unveiling the Heart of Your Business is required for the class.

Isn't that kind of expensive for a class?

I could call this an 'investment.' I could call it a lot of things. But whatever word we use, there's no getting around that there is a financial commitment to this class.

This class deals with that sacred moment in the decision-making process: when someone decides to buy, or not to buy. No matter how much work you've done to get someone to this point, if your customer doesn't have connection, safety, and the knowledge they need, they don't buy.

I've spent years learning about this moment- praying, studying, taking classes. I've invested thousands of dollars, and a LOT of trial and error into truly understanding how to be in right relationship with a prospective customer. And, it's paid off for me and my clients.

Even if you have a relatively modest business, what would a 10% increase in response look like? A healthy business is responsible for bringing in tens of thousands of dollars, sometimes hundreds of thousands, every year. What would it be like to have even a modest increase, much less the 40%-100% increases I've seen? Go ahead, take a moment and actually do the math on your annual income.

Like many people, you probably can get people interested in what you do, but many of them aren't buying. Why not? If you can change this one fact, you suddenly have a business that is helping people, and is... can you believe it?... fun and profitable, too.

The choice is yours. Your heart knows if this class feels right to you or not. If it's not right for you, that's great, stand in your knowing. And, if it is right for you, please join me.

Is one of the 12 spots yours?

If this class has resonated for you, if your heart and your business are saying 'This seems like it could really help,' go ahead and fill out the application.

I love teaching this material, and I'm really looking forward to getting to know you, and your business, intimately, and helping you make contact with those people who need you and what you're offering.

Go ahead and fill out the application, and you'll be on your way.

Thank you! Once you send it in, I will be contacting you shortly.

 

© 2005  Mark Silver  all rights reserved   Heart of Business™  •  Privacy Policy

4074 NE 7th Avenue, Portland, OR 97212  •  (503) 282-3037  •  mark@heartofbusiness.com

site design by: Dawud Miracle, Healthy WebDesign