copywriting Archives - Sandi Krakowski, The Small Business Mentor


5 Headline Templates to Make More Sales Today

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I’m excited to introduce my readers to a new friend of mine, Ray Edwards. I’ve admired Ray’s work for many years. He has a unique ability to teach copywriting that makes it simple and easy to execute. We’re going to have him lead our Inner Circle Mastermind in August. Today, Ray is talking about headlines. Grab a pen and paper and take good notes! This one lesson can increase traffic to your website, close more sales by email, and ultimately, increase the profit in your business! –  Sandi Krakowski 

 Headlines are vital to the success of your sales copy.

How important are headlines? So important that some of the highest-paying work in the copywriting business is creating headlines for magazine covers and tabloids. Think about it. Aren’t you sometimes at least tempted to pick up those magazines in the grocery store line? That’s the power of a great headline at work.

That same power will attract readers to your ads and sale pages, putting more money in your bank account.

Effective headlines tend to follow a pattern. Here are five headline templates you can use that should have more people reading your blog posts, clicking your social media links, and buying your products.

1.) The “How-To” Headline.

The key to making this particular headline work is that you need to tie it to a benefit your reader cares about (related to your content, of course). Examples:

How to Write a Blog Post Every Day
How to Land More Clients As a Freelancer

2.) The “Transactional” Headline.

This headline is all about the promise. When you truly have “Wow!” level content, this headline will grab attention. Examples:

Give Me 30 Minutes And I’ll Give You More Blog Traffic
Try These 5 Tactics for a Week, And Be Twice As Productive

3.) The “Reason-Why” Headline.

Robert Cialdini cites the power of the word “because” in his book Influence: The Psychology of Persuasion. His research showed that simply adding the word “because” to a request makes it more likely you’ll get what you’re asking for.

Advertising copywriters have known this secret for a long time. Decades earlier, John E. Kennedy wrote a modest little book called Reason Why Advertising, which has become a classic in the field.

Use the power of the “reason why” in your headlines. Examples:

Why Your Blog Posts Get Ignored, And How to Fix That
7 Reasons You Should Be Using Social Media In Your Marketing

4.) The “Probing Question” Headline.

With this kind of headline, you ask a question that creates an intense desire to know the answer. Be careful with these headlines. If you ask a question like “Do You Want to Know My Blogging Secret?” You might get a discouraging answer, such as, “No.”

The kind of question you want to ask is one that really evokes strong curiosity, or taps into a problem you know your reader has. Examples:

Why Don’t Doctors Get Sick?
Do You Wish More People Bought Your Book?

5.) The “If-Then” Headline.

With this headline, you contrast something that’s easy for your reader to do with the major benefit of your post. Examples:

If You Can Send and Receive E-mail, You Can Build a Platform
If You Can Follow a Recipe, You Can Write Better Headlines

One final piece of advice: I have found the ultimate secret to writing really good headlines … is to write a lot of really bad ones. The point is not to stop with just one or two attempts; write lots of possible headlines for your sales copy, subject lines for your emails, and titles for your blog posts before you finally settle on one.

Using these five headline templates, you’ll create more effective copy faster than ever before.


Ray Edwards is a Communications Strategist, Copywriter, Speaker, and host of one the top iTunes Business Podcasts. His book How to Write Copy That Sells is a best-seller. He has worked with Fortune 500 companies, and with some of the most powerful voices in leadership and business. His clients include New York Times best-selling authors Tony Robbins, Jack Canfield, Michael Hyatt, and many more. He has been featured on Forbes.com, SocialMediaExaminer.com, and Entrepreneur.com.

Get Ray’s Copywriting Quick-start “Cheat Sheets” for FREE at:


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The Legal Side Of Copywriting, Marketing, Email Marketing and More

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The Legal Side Of Writing (AND Teaching) For Your Business
By: Sandi Krakowski

When I began my first business it was important to understand trademarked names, phrases and logos. We had over 400 kitchenware products we were drop shipping and while most vendors and dealers gave us unlimited permission to use the graphics and images in our online and printed catalog, some required that we only use 2-3 images at the most. This occurred when a vendor also sold the product we purchased from them for resale on their own company websites or catalogs. Limited use is the phrase for only permitting someone to use images and descriptions in a limited way. 
Many times I used the phrase, “The Art Of Bread Rising” in my marketing and was advised several times to have this trademarked or copyrighted. We never did and I honestly didn’t care who used it. No one could compete with me and how we did business anyways. That isn’t an arrogant statement it’s just that people are loyal to people in business, and the way I ran my eCommerce stores was very unique. 
So where do you draw the line between what you should protect, what you can’t use that belongs to someone else and the wide range of imaginary protection some companies use that aren’t even legal in the first place (like over-inflated non-compete contracts)?
When it comes to trademarked names, phrases and images it’s a good idea to check the Trademark Database. Here’s an example- a picture of a bull wouldn’t be copyrighted or trademarked, that would be foolish. Using a photo of a bull is too common. But a picture of a bull with a line through it and the words, ” No Bull” are a trademarked image used by the legends in Direct Response Marketing and Copywriting, Dan Kennedy and Bill Glazer. 
Trademarks aren’t hard to find and sometimes you can even ask for permission to use something and it’s no big deal. You might stumble upon a JV deal or affiliate product you want to add to your marketing, and the vendor or product creator will gladly give you usage.
When you do catalogs online or offline, ask for the images directly from your vendor. Even when you do JV deals, promote a book or a product from someone else, just ask for the images you can use. That’s easy to do. People are happy to provide them and respect the integrity it takes to ask.
The legalities of copywriting and writing ad copy is pretty significant. 
I surely don’t want you to turn into a paranoid writer but be mindful of these rules.   You can get a good overview of what they are here from The American Writers And Artists Inc.  This book shares what you can and can’t say in copy and how to be wise.  However, If you aren’t looking to make 6-7 figures AS a copywriter I don’t think you need this book. 
LISTEN UP, though…… if you are selling weight loss products, for example, you might find it important to note that in this book you’ll see that outrageous claims, misuse of testimonials and stating things that can’t be scientifically proven could fry your butt (and your company!) in the long run.
I worked with a company years ago that had one of the best products on the market. 
This product literally flew off our shelves. Branding happened almost instantly because of the results people got. Then they made some foolish mistakes and didn’t watch what people were saying. When you called their corporate office to order a bottle of the amazing liquid supplement you heard story after story of miraculous events occurring because of the ingestion of said product. This went BEYOND just testimonials and now they were advertising health claims, miracles and more.
Don’t get me wrong, I do believe many natural products can heal the body. I take several every single day. But to make a claim that something cures cancer, kills cancer cells, makes every single person who takes it drop 5 dress sizes in 24 hours is just not a good thing to do. Not to mention it breaks a very big copywriting rule that will ruin your conversions- it’s UNBELIEVABLE! Just because something is fantastic doesn’t mean the average person will want to buy it. Keep it relatable, easy to use and you’ll see more sales. No exaggerations needed!
Legal rules in the marketing of nutritional supplements is important to understand. Easy remedy- listen to what your company supplier tells you if you are in direct sales and honor those recommendations. They have a lot more at stake than you do. But pay attention when someone goes off the deep end! The company we worked with mentioned above went out of business with a $ 3 million dollar lawsuit and an FTC fine. Yikes! 
Back to trademarks….. I’ve often heard it’s better to ask for forgiveness later than to seek permission from the get go. Whoever came up with that statement was a nut! ASK permission and avoid a law suit. 
Don’t copy what others do.
Just because someone else was very successful using a phrase or word in their copy doesn’t mean you can copy and paste it into your campaign. Especially if they used someone else’s trademarked product, slogan or graphics. 
In closing here are a few tips:
1.  Be careful you aren’t using someone else’s trademarked logo or graphic or phrase. But don’t be paranoid about this topic.
2.  Remember that original ideas might not always be the best thing to come up with. Most successful businesses are built on someone else’s idea that had a unique selling proposition attached to it.
3. Just because someone has a ton of contracts does not mean they are in control.
4. Build your business, fan the flame of creativity in everyone around you, and work together as a team to get the best results possible.
5. Don’t steal someone else’s trainings. Remember as well that when someone teaches a class and you take that lesson and teach it as your own, charging people to learn from you, not only is that copyright infringement, it’s a licensing violation and could end up costing you MILLIONS of dollars in fines. Teach your own classes, in your own way. Be brilliant and use the skills God gave you. No one gets ahead stealing. 
Don’t get into trouble with a trademark!
Kick your business into higher profits by being yourself in marketing, being creative and understanding good copy sells because the words trigger a buying response, not because someone else’s trademarked image (or content!) was used.  
With love,
Sandi Krakowski

P.S.   If YOU need some help in your business coming up with creative content that converts OR you want to build a career around managing other
people’s content as a social media manager, my class that is coming in May is almost sold out! Get a seat now before it’s too late! 🙂  (The one who delays
always stays. JUMP! Get a seat!) 



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BIG Copywriting Tip For Facebook Ads & Your Sales Pages

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How To Write Better Headlines And Ads (and GET THE CREDIT CARD!)

The bottom line of every business is closing business. Even if you love your business, it’s driven by passion and you want to help people, at the end of the day, if you don’t close business (have money going into your bank account) you’re going to have to CLOSE your business soon! Operating like a “non-profit” is not a good sign for a business. Even non-profits have to bring in donations, sponsors and money to keep their doors open!

One of the biggest things you can do for your business is learn how to write better headlines, ads and call to actions. The best website, email campaign, YouTube video, Facebook page and even the best InstaGram following isn’t going to add up to much IF you can’t write a great headline that causes people to jump OUT of the seat, grab their credit card and start entering THEIR numbers into YOUR shopping cart. It could make you feel super popular, envied and great about yourself, but you won’t be paying off any debt, supporting missions you believe in OR going on any dream vacations if you can’t close sales!

4 Closely Guarded Secrets For Magnetic Copywriting:

1- Speak to ME about what I want and not about your product. When you write a Facebook ad, rather than saying, “Buy The Best Tasting Shake Thousands Of People Love!” tell me about what I WANT with an ad that says something like this, “Stop Laying Down To Put Your Jeans On! One Shake Per Day Makes The Fat Go Away!” or something like this, “Those Skinny Jeans Are Calling Your Name! One Shake Per Day & You’ll Be There In No Time!”

So many small business owners love their product or service so much they just HAVE to talk about it. But can you imagine if I sold you my Facebook Ads class and said that it was filmed on the best video platform so you could play it anytime day or night and it has the best HD color and it will be filled with all kinds of things you’ve been hoping and praying for! You might be curious, but I’m not gonna get that credit card until I say, “It’s going to show you how to cut your ad costs in half and bypass all of the long steps most marketers take to higher conversions! Use dark posts to get your competitors customers buying your products without them even knowing it!”  NOW I got your attention. You want money, you want short cuts, you want your competitors customers and you want them NOW!  See what I mean? Speak to me about what I want and you’ll get my credit card.

2- Use a photo I can relate to and stop showing me your product!  When doing Facebook ads and to be honest with you, even sales pages, focusing on the product, what the product does and how pretty the product is really doesn’t work. It might have grabbed your attention on an infomercial, but remember, that same infomercial also told you stories and stories and more stories you could relate to and before you knew it, even against your better judgment, you took your credit card out!

So when you write a Facebook ad, create your next sales page and send out your next email campaign, try using a photo that shows the people your product or service will help. When we did our Facebook Ad class I didn’t use photos of the FB ad manager. NOPE! I used photos of small business owners and made over $348,000 in just 60 days! When we marketed our Twitter for Business class we didn’t focus on the blue bird or all the Twitter logos! NOPE! We focused on the small business owner who was struggling to figure out what the HECK Twitter was about! $58,987 in under 2 weeks!  When we can ‘see ourselves’ in the ad, it’s just as powerful as hearing story after story on an informercial. Later on down your sales page, feel free to show me your product, tell me more stories and go into more details. But remember: Facts tell and stories sell so SHOW ME someone I can relate to in your ad and you’ll get my credit card!

3- Speak in words I can relate to and not your cultish brand ideals! So many people get super excited when they start a small business and they want to create something ‘ultra unique’ that identifies who they are and what they do. In this process, they set out to create ‘buzz words’ and phrases that will uniquely identify who they are. Sadly, this is driving a lot of business AWAY from the new business. Most of the buzz words I hear are completely irrelevant and make me want to ask the question, “What the heck does that mean anyways?” If your customer is asking this question, YOU are in trouble and you will not get the credit card!

Use words that they are already using! Read comments and testimonials on Amazon about similar products, or about books written for your niche! Pay attention to the praises and positive feedback the customers in your niche are giving to your competitors. Then FLIP THAT ON THEM: Mirror it back to them in your headline and you will close more sales and you will get the credit card! Say back to people what they are already saying. It’s Sales 101. It still works on social media!

I hope these tips help you when you’re writing ads.

Remember, TEST don’t guess. Do tests. Try different options! Don’t guess your way through! I’ve been doing this for more than 20 years now. I wrote my very first Pay Per Click ad for LinkShare and Overture before GOOGLE was even created. So I’ve been around the block so many times you can see my footprints. A lot of people give me their credit card heeheehee! AND… I’ve had the honor of pouring into a lot of missions that mean the world to me!

Trust me, these tips will work. I look forward to seeing the results you get!

With love,

Sandi Krakowski


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