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** Tip Of The Day – Mail To

** Today in History – Preliminary Emancipation Proclamation

** Trivia

** Quote of the Day

** Woman in Business –  Six No-Hype Copywriting Techniques:  How to Be Lively, Appealing and Truthful in Sales Writing by Marcia Yudkin

** Grins –  Cross-Eyed Dog

** "Cooking for the Empty Nest" – Roasted Free Range Chicken

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Mail To

Do you design your own web pages? Maybe you're not a pro yet, but perhaps you like to experiment with the different features your Web site program (FrontPage, Dreamweaver, etc.) offers. Sound about right? Well, we all know that it takes a lot to put a Web page together and every program does things a little differently, but there is one thing that always stays the same within Web site creation.

What is it, you ask? It has to do with inserting e-mail addresses into a Web page. There may be times when you want to link an e-mail address on your site so that your readers can click on it and be able to instantly e-mail that person. To do this, you must type mailto: before the actual address. For example, if you were e-mailing us here, you would type: mailto:bob@adv-marketing.com

If you don't include the mailto: part, the address won't be linked on your Web page. It's always a good idea to link e-mail addresses, because it makes it easier for your visitors to contact people. Maybe you'd like your readers to e-mail you. In that case, if you link your e-mail address, they can do a simple one click and an e-mail window will automatically pop up for them. It doesn't get any easier than that!

Preliminary Emancipation Proclamation

Motivated by his growing concern for the inhumanity of slavery as well as practical political concerns, President Abraham Lincoln changed the course of the war and American history by issuing the Emancipation Proclamation. Announced a week after the nominal Union victory at the Battle of Antietam (Sharpsburg), this measure did not technically free any slaves, but it redefined the Union's war aim from reunification to the abolition of slavery.

The proclamation announced that all slaves in territory that was still in rebellion as of January 1, 1863, would be free. Lincoln used vacated congressional seats to determine the areas still in rebellion, as some parts of the South had already been recaptured and representatives returned to Congress under Union supervision. Since it freed slaves only in Rebel areas that were beyond Union occupation, the Emancipation Proclamation really freed no one. But the measure was still one of the most important acts in American history, as it meant slavery would end when those areas were recaptured. In addition, the proclamation effectively sabotaged Confederate attempts to secure recognition by foreign governments, especially Great Britain. When reunification was the goal of the North, foreigners could view the Confederates as freedom fighters being held against their will by the Union. But after the Emancipation Proclamation, the Southern cause was now viewed as the defense of slavery. The proclamation was a shrewd maneuver by Lincoln to brand the Confederate States as a slave nation and render foreign aid impossible.

The measure was met by a good deal of opposition, because many Northerners were unwilling to fight for the freedom of blacks. But it spelled the death knell for slavery, and it had the effect on British opinion that Lincoln had desired. Antislavery Britain could no longer recognize the Confederacy, and Union sentiment swelled in Britain. With this measure, Lincoln effectively isolated the Confederacy and killed the institution that was the root of sectional differences.

Six No-Hype Copywriting Techniques:  How to Be Lively, Appealing and Truthful in Sales Writing
by Marcia Yudkin

A lot of my clients shrink from using hype in their marketing messages.  Hype is a style of overexcited, exaggerated writing that can fire up the eager reader, but at the cost of trust or credibility in the eyes of someone who is temperamentally or professionally skeptical.

For instance, here is a hype-y headline of the sort found all around the Internet:   "If You Can Write Your Name, You Can Write and Publish a Book in 7 Days - Guaranteed!" Having been a writing teacher, I know that the only way such a claim could be valid would be to play games with the accepted meanings of the words "write" or "book."  People who can write their name cannot necessarily write a coherent sentence or paragraph ­ much less have enough ideas in their head to fill a book of average length. Because of its implausibility, such a headline is all the more appealing to those who feel impatient for results.

Many copywriting experts hold that if a headline or marketing pitch sells and is not downright illegal for some reason, it’s the right way to write.  However, I support my clients’ instinctive recoil from hype and help them with more truthful yet still lively and appealing persuasive techniques.  You can create vivid, powerfully persuasive copy without crossing the line into hype by learning these techniques.

No-hype Technique #1:  Create rapport with the reader.

Think your way into the mind of your ideal customer and express what they’re thinking and feeling.  Then build on that.  This wins over readers by connecting with where they are and showing them the next logical step.  For example:

Wishing that your book in progress could just finish itself already?  Writing a book can be an exercise in procrastination, frustration and roadblocks.  But when you use the "Two-a-Day" Method, your book gets completed easily, steadily and finally.

No-hype Technique #2:  Use emotional words and phrases.

Dry, matter-of-fact language isn’t as persuasive as wording that acknowledges and expresses what’s at stake in the customer’s situation and the feelings involved.

BEFORE:  Our database offers detailed listings of more than $3.7 billion in available scholarship funding. AFTER:  Access to our members-only database of more than $3.7 billion in free, no-strings-attached scholarship money means you can attend the college of your dreams without enslaving yourself to future loan payments.

No-hype Technique #3:  Add colorful details.

For every general concept you want to mention, substitute or add specific, concrete details.  Abstractions and generalities never hit home as well as statements containing numbers, names, places, stories and other specifics.  Also, general statements have little impact because they sound like things we’ve all heard a zillion times.  Copywriters call the technique of adding detail "dimensionalizing" because it turns a square little statement into a 3-D patterned shape that the reader has never quite encountered before.

In these two examples from Paul Lemberg’s home page, the section in parentheses dimensionalizes the claim just before it:

* How to boost sales quickly; (50-100% year-over-year sales increase is not unusual among my clients.) * Escalate short-term profits and build long-term equity; (One client recently sold their company for three times what they had been led to expect by the so-called expert investment bankers...)

No-hype Technique #4:  Pair problems with solutions.

Listing problem after problem that a product solves or prevents can come across as unbelievable and even depressing.  The opposite strategy, listing benefit after benefit from the product, can seem too good to be true. When you link the problem with the solution and at least hint at a reason for the positive result, customers feel they’re getting something solid and valuable when they buy.
 
 

To illustrate this, here are three bullet points from Susan C. Daffron’s description of her book "Happy Hound: Develop a Great Relationship With Your Adopted Dog or Puppy":

* The two main reasons dogs generally jump on people and four ways to convince the dog you really don't need that type of greeting * Six safety instructions you must teach your children not to do to avoid dog bites and the four things they should always do if they encounter a dog they don't know * Three keys for surviving "canine adolescence." As with human children, adolescence is a time when dogs test limits and try your patience!

(By the way, the numbers in those bullets help dimensionalize the book’s content, exemplifying tip #3.)

No-hype Technique #5:  Paint vivid scenarios.  Feed the reader’s imagination with what can realistically happen after they buy your product or service.  You’re not promising this will happen, but by putting the reader into the future, he or she pictures it happening and feels motivated to have the result.

Here, for instance, is how I fed the reader’s imagination in promotional copy for my report, "Marcia's Makeovers: 24 Press Releases Transformed from So-So to Sizzling":

I challenge you to cite a greater return on investment than that produced by a world-class media release that lands you on page 1 of a major newspaper, in a two-page spread in your top industry magazine or in the fluffy final segment of a network newscast.  Just one major score like this, and you can milk the credibility payoff for your business practically forever. Inspire a feature story that gets picked up by the Associated Press, and enjoy people all over the world clamoring to get their hands on what you sell.

No-hype Technique #6:  Incite curiosity.  Reread the bullet points for tip #4, and if you have any interest at all in dog behavior, you’ll find you really, really want to know the techniques that are described there in an incomplete yet tempting fashion.  Reference to the "Two-a-Day" Method has the same kind of effect ­ the reader wants to know "two of what?"  Show a little while holding something back.

Like the other five techniques described here, enticing the reader is a truthful, effective, no-hype way to make the reader want to step forward and buy.

-----

Veteran copywriter and marketing consultant Marcia Yudkin is the author of Persuading on Paper, 6 Steps to Free Publicity and nine other books.  She runs a one-on-one mentoring program that trains copywriters and marketing consultants in 10 weeks, providing neophytes with no-hype marketing writing skills and business savvy.  For more information, go to http://www.yudkin.com/become.htm

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- 10/28

Worry
=-=-=-=

A man takes his Rottweiler to the vet.

"My dog is cross-eyed," the man says. "Is there anything you can do for him?"

"Well," says the vet, "let's have a look at him."

So he picks the dog up and examines his eyes and ears and then checks his teeth. Finally, he says, "I'm going to have to put him down."

"What?" The man was astonished. "Why? Because he's cross-eyed?"

"No," said the vet, "because he's really heavy!"

-----

My poor wife was sick in bed with the flu. Being a dutiful husband, I offered to fix her some of her favorite herbal tea. I couldn't find the tea though and went back upstairs to ask where it was.

She said, "I don't know how it could be any easier to see. It's in the pantry, third shelf down, in a cocoa tin marked 'matches'."

-----

The other day I went downtown to run a few errands. I went to the local coffee shop for a snack. I was only there for about 5 minutes, and when I came out, there was this cop writing out a parking ticket.

I said to him, 'Come on man, how about giving a retired person a break?'

He ignored me and continued writing the ticket. His insensitivity annoyed me, so I called him a 'Nazi.' He glared at me and then wrote out another ticket for having worn tires. So I proceeded to call him a 'doughnut eating Gestapo.'

He finished the second ticket and put it on the windshield with the first one. Then he wrote a third ticket when I called him a moron in blue.

This went on for about 20 minutes. The more I talked back to him the more tickets he wrote.

Personally, I really didn't care. I came downtown on the bus and the car that he was putting the tickets on had one of those bumper stickers that said, 'Obama in 08.'

-----

I was a manager at a toy store. A few years back during the height of the Furby craze I overheard one of my cashiers say to a customer, "We haven't had any for a while, and I doubt we'll be getting any soon."

I quickly assured the customer that we would have a shipment in next week After she left, I read the cashier the riot act. "Never tell a customer that we're out of anything. Tell them we'll have it next week. Now, was she looking for a Furby?"

"No ..."

"Well, what was it she said she wanted?"

"Rain."

-----

Riddle

Who am I?

I am under 45 years old,
I love the outdoors,
I hunt,
I am a Republican reformer,
I have taken on the Republican Party establishment,
I have many children,
I have a spot on the national ticket as vice president with less than two years in the governor's office.
Did you guess?

Do you know the answer? If not, look for the solution later in this newsletter.

-----

Mechanical Engineers build weapons,
Civil Engineers build targets.

---

"Cooking for the Empty Nest"
Recipe of the Week

3 slices Bacon, medium diced
1 each Red onion, medium size, peeled and medium diced
1 each Leek, medium, white part only, washed and medium diced
2 cups Fresh corn kernels cut from the cob
1/4 cup Chicken stock or broth
1 Tbl. Sweet butter

-parsley vinaigrette
1/2 bunch Italian parsley, washed and chopped finely
1/2 cup Virgin olive oil
1/2 clove Fresh garlic, peeled and minced finely
1/2 each Juice of lemon
1/2 each Lemon zest

-roasted chicken
2 each Roasting chickens, free range if available, legs and thighs removed
1 Tbl. Fresh thyme, chopped
1 Tbl. Black pepper, medium grind
2 Tbls. Virgin olive oil
 

-parsley vinaigrette
Combine all of the ingredients except the lemon juice and mix well. Add the lemon juice and season to taste with salt and black pepper.

-succotash
Heat a suitable saute pan and add the bacon. Cook the bacon over medium heat to render some of the fat then add the onions and leeks and cook until they become soft. Add the corn and continue to cook until it becomes hot and soft. Finally, add the chicken stock and butter and season to taste with salt and pepper.

-Roasted chicken
Rinse the chickens and pat dry with a clean towel. Rub with the olive oil and sprinkle liberally with the thyme, pepper and kosher salt. Pre-heat the oven to 350 F. and place the chickens in a roasting pan, back bone down. Cook for 45 minutes or until the juice runs clear around the thigh bone. Remove from the oven and carve the breasts from the bone. Place a spoonful of the succotash in the center of each plate and place the breasts over. Drizzle the plate with the parsley vinaigrette and serve.

-----

If you have a favorite recipe that you would like to share, please send it to mailto:bob@adv-marketing.com?Subject=RecipesBe sure to read back recipes of the week at:
http://adv-arketing.com/business/frtest.htm and Click on ?Recipe of the Week"

Yours in cooking - Sue

I am Teddy Roosevelt  in 1900.

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Copyright - 2008