At an AWAI Boot Camp, I was chatting with Michael Masterson before we were to give a presentation together.

He complained that many copywriters whose work he critiqued seemed to focus on the obvious benefits of the product and missed the subtler benefits, especially for business opportunity and self-development products.

“People, especially as the years pass, don’t just care about becoming a millionaire or making six figures,” he said.

What they are after most, said MM, is a certain kind of lifestyle, and living that life on their own terms. Money for them is mostly a means to that end.

I am convinced he is right, and marketers who simplistically trumpet “get rich” in their ads could be reaching their prospects on a deeper and more powerful level.

I saw this principle in action in a series of TV commercials for ITT Tech, an institute offering career training for adults.

In the old days, these career training ads implied, within the limits of the law, that if you took their program, you’d make a lot of money.

One of my clients in this field back then ran an ad featuring a student standing proudly next to his new Jaguar.

What the copy failed to mention is that he bought the Jaguar with money he won in a personal injury suit after he was hurt in an auto accident, not with money he earned as a result of his training.

Anyway, the new ITT Tech ads feature interviews with students who graduated their training and are now gainfully employed. But they don’t talk about money.

One of the men talks about how proud his kids are to see him put on a suit and tie and go to work every day (presumably, he had a blue collar job or was unemployed beforehand).

Another graduate whose company sent him on several business trips overseas talked about how he loved to travel, try new foods, see different cultures, and meet new people on the job.

He said nothing about money. His mother also spoke in the commercial, saying how proud she was of her son.

I have coined a name for this type of marketing. I call it “lifestyle promotion”.

A lifestyle promotion works like this: you figure out the lifestyle your target prospects would like to have. Then you write the promotion to show how your product helps them achieve this lifestyle.

Lifestyle promotions can be written for almost any product and any market. But I find lifestyle promotions work best with “lifestyle products”.

A lifestyle product is a product that is “reverse engineered”. You start with the lifestyle desired by your market. Then design a product that delivers this lifestyle to the buyer.

A good example is that odd exercise machine you see advertised claiming that it can get you fit in only 4 minutes a day.

The machine looks something like Santa’s sleigh. It costs $14,615. And the company has been selling them since 1990.

I believe the success of the ROM Cross Trainer is that it is a classic lifestyle product.

Think about the market for exercise products today, especially upper middle class people earning six-figure incomes, who I am guessing—at a $14,615 purchase price—are the target audience.

To begin with, they want to look and feel better, tone their body, and get lean.

They are told by doctors and trainers to exercise at least 20 to 30 minutes a day—and in some cases an hour a day—anywhere from 3 to 7 days a week.

The most common complaint you hear: “I don’t have time to exercise!” They don’t have time to go for a swim or to take a half-hour walk or a half hour bike ride or to go to the gym two or three times a week.

So the ROM 4-Minute Cross Trainer is the perfect fitness solution for their busy lifestyle: you can get all the exercise you need—a complete work-out—in just 4 minutes a day!

Many upper-middle-class consumers have more money than time. Say your time as an executive or entrepreneur is worth $100 an hour.

If the ROM Cross Trainer cuts their exercise time by 5 hours a week, it will pay for itself in less than 8 months—making it a good investment instead of an expense.

Instead of taking 2 hours out of your day to train at the gym, your daily exercise routine is over in less than 5 minutes—without leaving your home or office.

Instead of going to work out at night, you can get home at a reasonable hour, and have dinner with your spouse and kids.

The reason I think lifestyle promotions work is that you are starting with the prospect, not with the product.

You write the promotion first, creating copy you are confident will sell like gangbusters.

Then you design a product to deliver on all the promises you incorporated into your copy.

This is a smarter way of marketing than the conventional method, which is to create a product, and then to write copy that tries to convince people to buy it.

MP, a copywriter, tells the story of how he was hired to write a direct mail package to sell a book on decorating.

As MP tells it, when he handed in his copy, the marketing director told him, “It’s great copy, but the book doesn’t fit what you’ve written.”

MP replied: “It should.” He swears the publisher had the author rewrite the book to fit his promotion, and that it was a big success.

Action step: think about the lifestyle your target prospects desperately desire. Write a promotion that offers this life to them. Then create a product that delivers on the promises in your copy.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

There is one single factor that controls every aspect of your life including your ability to develop relationships, make money, be persistent, find confidence or do just about anything else.

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In his reality TV show “Kitchen Nightmares”, celebrity chef Gordon Ramsey rescues a different failing restaurant each week from the incompetence of its owner and staff.

One of his techniques for making restaurants successful is to help the restaurant create a “signature dish”.

Of course, he does lots of other things, from revamping the menu and teaching the chef how to cook better, to training inept managers and cleaning up filthy kitchens.

But the signature dish—a single food item the restaurant becomes known for—is one of his favorite techniques for reviving a failing restaurant.

The signature dish, more often than not, is something simple.

For one restaurant it was a salad…another, a burger…a third, meatballs…a fourth, home-made mozzarella.

In each case, the restaurant not only got back on its feet; it became known in the neighborhood for its signature dish.

So what does this have to do with your business?

In most industries today, there is more competition than ever: more companies competing with each other for business.

And in an age of choice, it’s difficult to compete by being all things to all people.

A much better strategy is to specialize: in an industry, a product, a service, a method, a system, a task.

In other words, to have a “signature dish”.

My colleague MS is a good example.

A very successful copywriter, MS can—and does—write many different kinds of copy for his clients.

But his specialty…his signature dish…is writing white papers.

Early on, he saw an opportunity for copywriting created by the huge volume of white papers being published.

He cleverly moved in to position himself as the preeminent white paper guru.

He did this by creating a separate Web site on white papers.

He also published and gave away a free white paper on how to write white papers.

Today, MS has more business than he could ever hope to handle—writing white papers and other marketing materials for his hi-tech clients.

Now, many other copywriters…including yours truly…can write good white papers.

But all else being equal, wouldn’t you rather go to the copywriter who is known as “the white paper guy”?

Of course.

Your prospects want to deal with experts—people whom they perceive as knowing what they are doing.

Since you can’t know everything…nor is it credible to claim you do…the only way to be a recognized expert is to specialize.

If you are a lawyer, you can specialize in forming offshore corporations.

If you are a dentist, you can specialize in sedation dentistry.

If you are a contractor, you can specialize in decks and sun porches.

How do you choose your specialty?

Here are some of the deciding factors:

>> What’s in demand? What does the market need? What will they pay a premium price for?

>> What market niches are under-served? In what specialties is there a crying need for more vendors?

>> What education and knowledge do you possess or can you realistically acquire in a short time frame at reasonable cost and effort?

>> What niches do you already have experience and successful projects in?

>> What do you enjoy doing? What do you have an aptitude for? What skills do you possess? What are you best at?

One word of warning: don’t pick a specialty you loathe or have no talent for simply because it looks lucrative or has little competition.

Remember the words of Aristotle who said: “Where your talents and the needs of the marketplace intersect, therein lies your vocation.”

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

Get 25 niche campaigns for $37 from an Internet marketer who look and speak somewhat like Obama…Well, if only Obama makes 7 figures a year but with much less stress like him!

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Straight to the point: Instant access to the largest “UPDATED” collection of PLR & MRR Products available to download for free.

You will never have to search high and low for a PLR product again! These free products are responsible for 1786 PayPal transactions, creating an income of over $23,758.54. You’ll even get some extra 70 complimentary gifts
just for checking it out.

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Go watch this video to learn how this guy grew his information product business to $100 million in sales, starting out at his computer in his bedroom…

At the end, he walks you through an exercise to target and identify the knowledge YOU have that you can turn into an “information product” to sell online (and if you own an info-business already, it will give you a new mindset that will really take your success to the next level).

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Are you tired of seeing all the “secret traffic loophole” products that are hitting the market lately?

Yeah me too…because you and I both know the chances of actually making any money from these products is slim to none!

Which is why top Internet marketer Lee McIntyre has decided to level the playing field and release his closely guarded step-by-step system showing how he’s built a 7-figure business in just 3 years…

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My buddy Paul Lynch gets over 1 million unique visitors to his sites every month, using *none* of the conventional methods. In fact, I’d wager you’ve never heard of any of them.

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Think blogging is about relying on meagre AdSense commissions? Nope. Paul cashes over $75,000 per month in referral fees from products he doesn’t own, or know anything about…by sending traffic from 2 sites you’ve probably never heard of.

Think a #1 search ranking for top-level keyword phrases is impossible? Wrong again. Paul got the #1 hotspot on Google for the phrase “how to make money” in less than 5 days…beating 964 million competitors. How? By registering a special type of domain almost NO ONE knows about (that Google and the other engines EAT up like cake to a starving child).

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How does he do it?

For the first time ever, he’s revealing the raw strategies that bag him a bucketload of INSANELY PROFITABLE traffic who spend hundreds of thousands of dollars per month on the websites he sends them to.

Don’t expect these to be like anything you’ve ever heard before. You’ll learn sneaky (but completely legal) ways to siphon hits from some of the highest trafficked sites on the planet…how to kill ad costs and send visitors to your site even if you’re flat-broke…how he turns $1 in ad spend into $5-7+ in profit from PPCs every time…and how to rocket your PR and search engine street cred (and finally get those #1 rankings…in days) by performing one or two simple tweaks.

The only caveat is, he’s not sharing them with everyone. If you see a “SOLD OUT” message, then you’re too late. Check if VisitorsDotCom is still available now.

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