real company limited monthly newsletter            vol 1 - 6           June2009
6month
Dear ,

Would you believe that this is our sixth instalment of RealNews, well it is! RealNews is proud to have you as a subscriber, and we hope to continue to provide you with useful bits of 'news you can use.'

Here we are,
on the verge of the second half of 2009 and having made it through the turbulence and uncertainty of the past months, guess what? We're heading into Hurricane Season, so dust off those rain-coats and umbrellas, adjust your attitudes (put a smile on your face) and "Get Ready" to rise above the challenges that may float our way in the coming months.

For all our new subscribers, Real Company Limited is a full service; video, print and audio production company, we'll design, write and produce your next advertising campaign or project, press ad or brochure. For further info check out our website at www.realcompanylimited.com for sample of our work and past issues of RealNews.

And remember, if there are particular articles you would like us to explore, please feel free to contact us via our email at production@realcompanylimited.com.


Best regards,


Stephen Doobal

Re
al Company Limited
______________________________________________________________________________
in this issue
Three Steps That Guarantee Every Word of Your Copy Gets Read
Keep a Journal, But Not Just Any Journal
Strip Down Your Hiring Practices
Do you know Trailer Park?
3steps artThree Steps That Guarantee Every Word
of Your Copy Gets Read...


Get someone to read every word? Isn't that impossible these days?

It's not impossible if you put your mind to it. Really.

If you want to get visitors to stop what they're doing, give you their undivided attention and take the immediate action you desire, then grab the closest pen you can find and start taking notes on these three proven copywriting techniques the pros use every day.

1. Lead with an Intensely Powerful Promise

If you've done a good job of pulling your readers in with a magnetic headline, then you've only won half the battle - now you need to convince them that it's worth their while to read everything below it. One of the best ways to make them eager to continue reading is to whet their appetite with a promise to deliver an immediate benefit that makes their life easier or takes some of their pain away.

And when you announce that promise, you want to crank up the intensity by using the kind of vivid imagery that engages their senses, getting them to imagine the promise being fulfilled for them in specific detail - so they don't have to stop and think about it themselves.

For example: I've promised to tell you how to get visitors to:
  • stop what they are doing,
  • give you their undivided attention, and
  • take the immediate action you desire.
If you're still reading, you probably envisioned your readers doing something like buying your products, signing up for your newsletter, or leaving comments on your site. When you use vivid imagery within an intense promise, your readers will custom-fit that promise to their personal situation - just as you did a moment ago.

2. Use Benefit-Driven Details to Establish Credibility

You want to establish credibility in the eyes of your readers, but you can't just sing your own praises. Your readers only care about what's in it for them, so it's in your best interest to spin your story to focus on their best interest instead.

For example:
  • Bad: You should listen to me because I've driven over $150,000 in sales in the last 12 months for myself and my clients.
  • Good: Discover how to take your sales through the roof using the techniques I used to generate over $150,000 in sales for my clients over the last 12 months.
By ensuring the benefit to your readers takes precedence over your own desire to quote stats, you get the best of both worlds - rapt attention and increased credibility.

Remember, your readers want to know that you're competent (so they feel comfortable buying from you), but they don't want to focus on you any longer than is necessary. After all, would you be more interested in hearing me talk about how I front-paged Digg over and over again last year, or would you rather read the six tutorials at Copyblogger I used to stay on the Digg front page in 2008? Delivering benefits to your reader is the cake - your stats are just the icing.


3. Leverage Readers' Pain (Or They Will Ignore You and Click Away)

It's may not be politically correct to advise you to push your readers' pain points, but if you don't bring it up towards the end of your copy, the likeliness of them delaying action goes way up (and you may well lose them forever). If you don't bring the consequences of inaction front and center, they'll get distracted by some other urgency and click away... and the action you needed them to take gets pushed off to a "someday" which never comes.

Without focusing on the pain, you'll lose the sales you need to survive, grind your teeth over stagnant subscriber counts or simply get lost in a sea of competing content written by authors who know how to use pain to get your readers to take the actions that they want them to.

But fear not - you don't have to feel guilty about "bringing the pain." Once you've established the pain that inaction will cause your readers, you remind them of that promised benefit you started out with - and link it directly with whatever it is you're offering as the way to make that pain disappear. And instead of guiding your readers through copy that focuses on features and credentials and other yawn-inducing text, you've used three simple techniques to do exactly what it takes to cause them to take action:
  • You've drawn them in with an intensely powerful promise,
  • You've used benefit-driven details to establish credibility, and
  • You've leveraged their pain points to encourage them to take the action you desired.
And now that you've experienced it for yourself by reading every word of this article, go do it for your own readers.
Journal

Good to Great author Jim Collins asked people who felt stuck, "What are you born to do? What are you passionate about?" A lot of them would look at him blankly. So he'd explain: As a kid, he was really into science and jotted down observations in lab notebooks.

When he grew up, he worked at Hewlett-Packard, a great company, but he just wasn't happy. While he was trying to figure a way out of his situation, he bought a new lab notebook, wrote his name on the front, and studied himself as if he were a bug, trying to understand "what kind of bug was this thing called Jim." Each night he'd write the answer to this question: When during the day did I feel bored; when did I feel engaged? After a while, he noticed that his favorite moments involved teaching people. So he went off to do that and lived happily ever after.

When you start paying attention to when you're at your best (it can take a while to find a pattern), the results can open up unexpected new territory.
______________________________________________________________________________
strip
Strip Down Your Hiring Practices
'Mirror-hiring' has its positives, but a diverse work force
can enhance innovation and productivity.

By David Javitch

When you recruit and hire new employees, do you often find that you're searching for people just like you?  Similar in mannerisms, appearance, intelligence and culture? Perhaps also possessing the same educational background, experiences and maybe even gender, race and religion?

If you do hire employees this way, then rest assured that you're not alone.  At the same time, however, you're also just like many bosses who are selling themselves and their companies short.

You are doing what I call "hiring by looking in the mirror."
Let's examine these "mirror-hiring" decisions more closely. There are several very positive reasons to hire "clones." Clearly, you know what you want in a good recruit. You know what works in your company in terms of knowledge, skills, attitudes, outlooks and behaviors.

In addition, you've noted that your mirror-hires possess proven attributes that have been practical and effective for your organization. You employed people with like personal and professional qualities, throwing away the failures, but keeping the successes. Those policies have led to satisfaction, achievement and profitability.

In brief, you know what leads to top-notch performance and victory. Therefore, it's easy to believe, if you take that philosophy one step further, that the more candidates you hire with your specific set of skills, the more successful you and your company will be. They'll have fewer arguments and need less time to understand each other. They'll communicate better and achieve more.  Moreover, they'll probably have similar interests, want to interact more and either work more independently or collaboratively, depending on the culture you've established.

On the other hand, by hiring a clone, you may be missing out on a number of opportunities that may prove difficult and problematic. That's because for the sake of conformity, you might be rejecting people with skills both complementary and supplemental to your company that would permit its culture to grow and expand with outcomes that could create a more productive, innovative, challenging and rewarding environment.

When you adhere strictly to a narrow hiring profile, too much "likeness" can lead to corporate "in-breeding." The inevitable result is that the new hires look like, think like and act like you, the boss. This "group think" situation results in employees not challenging each other, not asking enough "why" questions, settling for agreement where disagreement would conceivably produce more options, perspectives, opinions and viewpoints.  Often, people reject good but "different" ideas, or worse, they never voice divergent opinions because they would appear "dissimilar" and therefore unacceptable.

Though "mirror hiring" may help you resolve an issue or take action more quickly, with all this uniformity, what happens to innovation and creativity?  And what happens to risk-taking?  Who becomes the "devil's advocate" who can propose alternate lines of reasoning or different goals?

This is a crucial suggestion that you, the successful entrepreneur, might use to avoid too much in-breeding and conformity that can hinder productivity, innovation and profitability.

Consider being open to diversity, not just in terms of race, gender or sexual orientation, but also in terms of skills, attitudes, interests, backgrounds and experiences.  Appreciate that each person can bring a unique--yes, sometimes individually different--approach to the workplace.

Employees with differences can appropriately challenge each other more often and quite effectively. Differences can cause people to think, act and feel in new and different ways.  Innovation, productivity, morale and satisfaction can increase when diversity exists in a collaborative atmosphere. The key words here are "collaboration" and "innovation."

Differing opinions can spark new thoughts and ideas for processes, procedures, products and services, but everyone still needs to work toward a common goal. And, if you, the entrepreneurial boss, are willing to take the chance to try something new in your hiring, many competitive bottom-line opportunities can unfold.

As Apple's motto used to say, "Think Different."
____________________________________________________________________________
trailerpark09
Do you know Trailer Park?
Have you seen Trailer Park?

Well you know the saying, "the best part of the movie is the Trailer!"
Trailer Park puts all the best movie trailers in an action pack half hour of entertainment, and if that wasn't enough, we have a taste of the ten hottest music videos around.

If this show speaks to you or your target audience, then give us a call to book your ads now. If not, check it out on CCN TV6 with fresh episodes on Saturdays at 5:30pm and again at 10:40pm on Wednesdays.

You can even purchase the top Ten Music Video Countdown and brand it, as your own.
A great show at a great price, that will fit your budget... Get on board NOW!
______________________________________________________________________________
consistent
______________________________________________________________________________
Mailing List
Join Our Mailing List
Contact Information
real company limited
VIDEO, PRINT AND AUDIO ADVERTISING PRODUCTION

1, Savannah Gardens, Orange Grove Road, Tacarigua. Trinidad and Tobago.
phone:1-868-640-1774   fax: 1-868-640-0331 
ema
il: production@realcompanylimited.com

Visit our website... www.realcompanylimited.com