A member on my copywriters forum (now my blog) started a thread on what makes my forum so popular. Everyone chimed in with some great answers, and I appreciate the feedback.

(The cool thing about it is, that very thread also reached an important milestone. It was the 10,000th one! Talk about a coincidence, eh?)

But then someone asked:

“Michel, can I ask how you initially got the word out about your forum?”

My answer revealed a bit more than what the member anticipated. Instead of talking about how my forum became so popular, I went on a tangent and explained the step-by-step process I used to book copywriting projects.

The answer was so well received that I decided to reprint it here.

Now, you may be wondering what promoting a forum (or a blog, for that matter) has to do with promoting my copywriting services. Keep reading because you’ll soon understand why…

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In a recent critique for a coaching client, the issue of “gap analysis” arose. Gap Analysis is something I learned in sales, and it was heavily taught by sales trainers like Brian Tracy, such as in his course “The Psychology of Selling.”

Gap Analysis is an immensely powerful selling technique. It’s also an important feature of copywriting. In fact, most people will know a variation of it, which is often called “Problem-Agitate-Solve,” a term coined by top copywriter Dan Kennedy.

I prefer “Gap Analysis” because it drives home the relationship between those three elements. So what is Gap Analysis and how can you apply it to your sales copy?

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A recent coaching session touched upon the growing trend that some marketers have adopted to squeeze out sales from exiting traffic.

In other words, you visit a website and read the salesletter. You decide it’s not for you, so you leave. But when you try leave (either as you close your browser or simply hover your mouse outside of it), the website attempts to make a last-ditch offer.

The common practice is to offer a discount, and a recent trend is to make it through virtual sales assistant just before the prospect clicks away from the screen.

(Virtual assistant or not, it is no different than a one-time offer appearing in an exit pop-up or spawned browser window once the visitor leaves.)

Not only is the practice annoying, it can be detrimental to your sales efforts.

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Seems I’m ranting a lot these days, and a little more opinionated than the norm. Perhaps it’s my broken back, which is killing me, that’s making me more sensitive or irritable. I don’t know.

But something someone recently said in my copywriters forum irritated me. And it’s not what this person said specifically, but the mindset behind it that’s bothering me.

In a thread about an Internet marketer who was recently arrested (yes, it had something to do with forced continuity, but it had more to do with refusing refunds and avoiding customers than it had to do with forced continuity itself), one member said:

“There is NO such thing as an honest business man. (…) Ask any accountant.”

Now, I have no clue as to why this person said this. And my opinion here is not about this person specifically. Again, it’s about the thinking process that some people have when they make such assertions.

Personally, I believe this view of business people is skewed, off, and wrong. It’s destructive, too.

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Preamble: In response to some excellent rebuttals as well as countless comments I’ve received on my previous post, “The Real Sinister Side of Forced Continuity,” I believe some people are missing the point of my argument, and I want to clarify a few things.

I’m not a lawyer by any stretch. But as a copywriter and business owner, I do know the rules enough to know that there’s a difference between “optional continuity,” “forced continuity,” and “hidden continuity.”

Optional continuity is self-explanatory. Forced continuity is a very common marketing practice (I’m not a fan of it, but I don’t mind it). In fact, there’s nothing wrong with forced continuity in and of itself.

What’s wrong is when it’s used in a wrong way.

The real problem, I believe, is that good marketers, including marketers using “forced continuity” in an ethical and legitimate way, are getting a bad reputation because some marketers unscrupulously misuse forced continuity.

The lack of transparency is the real culprit — such as hiding it or disguising it. Especially when it’s done on purpose. That annoys me. Because it’s no longer an issue of misuse. It’s out-and-out abuse.

But what bothers me more is how it affects us all. And it affects us all, both customers and marketers alike, in more ways than you think.

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Rant warning: what follows may offend some people. But I wanted to throw in my three cents on the topic of “forced continuity,” which seems to be the subject of a lot of debate these days.

Several well-known marketers have made offers of late with forced continuity. What it means is, the intended product you want to buy can only be purchased when you buy another (often, a continuous subscription) billed to your account every month or so until you cancel.

Forced continuity is nothing new. (In direct marketing, they call these “Til Forbid” offers.) It’s another type of offer, pure and simple. It’s marketing. And there’s nothing wrong with that. What’s wrong is not the way the offer is made.

The real problem is its lack of transparency.

But that’s not what I want to rant about today.

What a lot of people seem to be missing here (and something my brilliant wife brought to my attention, which makes perfect sense to me), is that there is a deeper, much darker side to this whole thing.

Something all marketers need to be aware of…

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My last post, where a disgruntled copywriter demanded “the truth” about creating wealth in copywriting, inspired copywriter Andrew Cavanagh to share the story of his beginnings on my forum:

“Here’s how I made my first ‘money’ in copywriting.”

Then one by one, other copywriters started adding their own. The responses were nothing short of amazing!

Many of the stories show that there’s indeed hope. They also show that we were all struggling copywriters once, too. And we didn’t all become overnight millionaires with million-dollar clients, as “Chuck,” the disillusioned copywriter, postulated.

I loved it so much that I posted my own story. I’ve decided to share it with you here. (By the way, the picture at the top is of me, circa 1991. A lot thinner, with glasses, and a lot more hair!) Anyway, here is my story…

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