After all, until you have eyeballs glued to your copy, anything you write is essentially invisible.

The way you attract attention comes down to two choices — you can write something your prospects know is true (but won’t necessarily admit) or you can write something that worries them.

But here’s the catch …

You can’t write anything relevant unless you know your prospects’ problems. Before you sit in front of your keyword or put pen to paper, you need a vivid picture of what keeps your target audience awake at night.

Once you have this knowledge, you can create copy that speaks directly to them. What you write then becomes more believable because your message isn’t just words on a page. Instead, it becomes a one-on-one conversation with a real human being.

The payoff comes when you zero in on something that resonates with a high percentage of your audience.

When I begin working with a new client, I use a questionnaire to help determine the copy’s direction. The overall theme almost always comes from my fourth question:

What are your prospects’ biggest concerns, emotions and needs? What information or help does he/she need to deal with them?

What I’ve discovered is most people don’t do enough to learn about their prospects and customers. As a result, their copy becomes force-fed, self-serving information that offers little benefit to readers.

Your own e-mail list (which you should be actively building on your website) makes gathering knowledge about your prospects quick and easy. You can send out a survey and get direct feedback. Also, if you frequently communicate with your list and share knowledge, your subscribers will tell you what’s causing them trouble.

Another option is my go-to tool for gathering insight about prospects — Amazon.com. When you visit the site, scan the reviews of popular books related to your industry. You’ll find word-for-word explanations of your prospects’ most pressing problems.

The reason is because I’m finishing up final details on my book, The Reluctant Writer’s Guide to Creating Powerful Marketing Materials: 61 Easy Ideas to Attract Prospects and Get More Customers.

Barring any last-minute surprises, the first copies will be available within the next few weeks. Of course, you’ll know the instant you can get your hands on the book.

Until then, I have a special gift for you.

Last Thursday, Ken Hardison, founder of the Personal Injury Lawyers Marketing and Management Association, interviewed me to give his members new ideas for generating more leads from their advertising efforts. Fortunately, he agreed to allow me to also release the discussion to my subscribers.

You can listen to the entire recording here: http://mktgmaterials.s3.amazonaws.com/ken.mp3.

During the 59-minute interview, you’ll hear me reveal …

• 3 little-known tricks for uncovering specific information guaranteed to appeal to prospects who see your ads.

• The single most important step you must take to ensure you give your ad the best chance of getting read.

• 5 common advertising mistakes that make anything you write invisible to your most eager prospects.

• The drop-dead simplest way to test any ad without spending a single cent.

• 3 easy ways to switch off a prospect’s inner critic so your offer instantly becomes more appealing.

• 5 headline “templates” you can use to write copy that lures eyeballs like moths to a bright light.

• And much more.

Listen to recording here (or right click the link and select “Save Link As” to instantly download the MP3 file): http://mktgmaterials.s3.amazonaws.com/ken.mp3.

You can get more information about Ken and his Personal Injury Lawyers Marketing and Management Association at http://www.pilmma.org.

The advertising writer had just landed a campaign with a struggling company. But the fact that the company had trouble attracting the customers they wanted was only a minor issue.

The primary problem was the product — it was anything but unique. Several companies shared what essentially was an identical product. In fact, the product was so common that it was already in homes and taverns throughout the United States.

The new client was Schlitz and the product was beer.

At the time, Schlitz held fifth place in its industry. The strategy you’re about to read propelled the Milwaukee brewer into a tie for first after only a few months.

Schlitz’s rise to prominence has been called the greatest success in beer advertising. Not only do you see beer’s biggest brands using the same strategy today, but it’s also something you can apply to any business.

When Hopkins began studying other beer companies, he noticed they all announced the same claim in their advertising — “pure.” In his book, “My Life in Advertising,” Hopkins explained how brewers would publicize the word in big letters. Some would even buy double-page ads so “pure” was displayed as large as possible.

Hopkins recognized the claim had little effect on prospects. So he went to a Schlitz brewery in search of a solution …

Once there, he saw plate-glass rooms filled with filtered air where beer dripped over pipes. The process allowed the beer to cool in purity.

Next, he saw large filters packed with white-wood pulp, and then watched how every pump and pipe was cleaned twice daily to avoid contamination. Even the bottles were washed four times by machinery.

Although the brewery sat on the shores of Lake Michigan, Hopkins saw how Schlitz tapped artesian wells to collect pure water from 4,000 feet below the ground. He was also shown vats where beer aged for six months before it went to users.

A stop in the laboratory revealed how the yeast used in Schlitz beer was developed from an original cell that required 1,200 experiments before the finest taste was discovered.

Once back at the office, Hopkins asked, “Why don’t you tell people these things? Why do you merely try to cry louder than others that your beer is pure? Why don’t you tell the reasons?”

“Why?” was the response. “The processes we use are just the same as others use. No one can make good beer without them.”

Hopkins had a hunch people would respond to reading how Schlitz achieved “pure” beer. So he used print ads to tell stories that gave purity meaning.

Here are a couple of those ads:

Notice how Hopkins supported his claims with specific facts and didn’t assume prospects knew information his client believed was common knowledge. Too often, we’re so close to our companies that it’s difficult to realize what prospects truly understand.

Also, Hopkins was a master at educating his readers. When you walk away from reading one of his ads, you feel a little wiser.

And, finally, Hopkins wasn’t hesitant about using long copy. He understood prospects crave as much information as possible before making a purchase. After all, who would ever handicap a salesman by only allowing him to speak a certain number of words?

If you’re actively advertising your business, make certain you also avoid the two common mistakes described in the following video:

The direct response and infomercial industry is a growing $150 billion market. If you watch television, you’ve likely been lured in by a late-night pitch for something you never wanted but now can’t imagine living without.

Although several persuasive elements make infomercials effective, there’s one selling secret that puts these promotional pieces in a league of their own when it comes to capturing eyeballs.

Demonstrations.

What makes demonstrations so powerful is they allow your prospects to experience your product or service before buying it.

When you watch infomercials, many times your mind will place you in the middle of the scene. You’ll instinctively create a mental movie that mimics the behavior of the people you’re observing. (For the reason why, see my explanation about mirror neurons.)

And, because you’re carrying out the actions (in your mind) and coming to conclusions yourself, any credible claim in the infomercial becomes more believable.

When it comes to marketing your business, products are naturally easier to demonstrate than services because you can physically see them. You can demonstrate in videos, display capabilities in illustrations or simply show your product in pictures.

But don’t think you’re out of luck if your business is based on a service offering. You can still draw on the strength of demonstrations.

In fact, you have greater freedom because you become the artist of your prospects’ mental masterpiece. Through the words you write, you can help them envision your service in action by describing desired end results.

In effect, you give your prospects a glimpse into the future.

Begin by brainstorming ways your service improves their lives. And, keep in mind, prospects never want a product or service — they only desire the benefits it provides.

One of the most persuasive terms you can use in copywriting is “imagine.” Readers automatically visualize whatever words you place after this almost magical command statement.

For example, let’s say you’re a lawyer and you target drivers who recently received a traffic ticket. Here’s an “imagine” statement that incorporates end results:

Imagine how you’d feel if your ticket was dismissed without having a permanent conviction on your driving record, getting points on your license or increasing your insurance rates … and you could experience these benefits without stepping foot step inside a courtroom or even a lawyer’s office.

If you just received a ticket, isn’t that the outcome you’d desire?

Although there’s no actual mention of providing legal help, the statement demonstrates your capabilities while also allowing prospects to experience your service before buying it.

This strategy is simple because all you need to do is respond to a one-word question …

“Why?”

Mary, my 4-year-old copywriter-in-training, frequently emphasizes the importance of answering this inquiry in any marketing piece. Give her a command, and I can usually predict her response with amazing accuracy …

“Why?”

Respond to a question in a way my daughter doesn’t want to hear, and the reply is the same …

“Why?”

I bet this three-letter word is an over-used term in your child’s vocabulary as well.

Regardless of your industry, your prospects think just like your kids. In fact, you may want to consider imagining them as children (that may not be a stretch for some of you) because they often ask the same question. The only difference is most prospects do it mentally — often without realizing it.

Persuasive marketing materials offer compelling reasons that target objections. Here is a checklist to help you answer your prospects’ most common “why” questions:

• Why is your prospect the best person for your product or service? (Why are you targeting them?)

• Why are you the most qualified person to provide your product or service?

• Why is your offer for your product or service beneficial for your prospect?

• Why is now the best time to buy your product or service? (What will your prospects miss by waiting or never buying?)

• Why is your fee a reasonable amount (or, even better, a bargain) for your product or service?

Although you’ve now answered your prospects’ “why” questions, your work isn’t done yet. There’s still another subconscious question you can’t afford to ignore.

What you’re about to discover is one of my favorite secrets for capturing control of readers’ eyeballs and luring them deeper into my copy.

This secret is simple to apply to your marketing materials because it’s a fill-in-the-blank formula.

When you use this secret, you’ll pre-qualify your prospects. In fact, they’ll know you’re talking directly to them after just a single sentence — as if you’re together at a coffee shop having a casual conversation.

Here’s the secret formula:

If (insert your prospect’s problem(s) or desired result(s)), then (insert your bold promise).

Simple stuff, right?

What makes this approach so effective is it exploits Mother Nature’s influence. Our brains are biologically programmed to follow the logic of “if/then” statements. So your prospects are more willing to accept your written words as truth, even before you present evidence.

Stop here for a minute and read the first sentence of this article again.

Notice how I targeted you as someone who should read this piece by enticing you with two desired outcomes. Since you read this far, you demonstrated your need for the information.

More importantly, you came to the decision yourself. There was no pressure to continue reading.

Below is a longer variation of an “if/then” statement. I’m using this one on the sales page for my Running Audio product:

If you need to increase your energy so you can’t wait to get off the couch and run …

If you need to eliminate the negative voice inside your head that encourages you to stop when training …

If you need to overcome the mental hurdles that keep you from achieving your goals … but don’t have the time (or money) for extensive training programs … then what you’re about to read is the simple solution you’ve been looking for.

What I want you to see in this example is how I was specific in describing desired outcomes.  A statement such as “If you want to know how to run faster, then you need this training program.” wouldn’t be nearly as effective because the wording is weak and the outcome applies to too many people.

When you’re specific in describing your prospects’ problems or desired outcomes, you make it easier for them to relate to your product or service.

Here are a few questions to help you begin writing your “if/then” statement:

• What thoughts are your prospects having right now?
• What situations are they trying to avoid?
• What information can you offer that would make their lives easier?

Maybe you bought a new flat-screen TV … a custom-tailored suit … or possibly the latest iPhone.

Initially, you probably had some concerns.

What if your cables at home weren’t compatible with your new TV? What if you changed your mind about the look of your suit the first day you wore it to work? What if you couldn’t get a signal in your neighborhood with your upgraded iPhone?

Questions and uncertainty are common prior to any purchase because risk is involved — these are natural feelings.

What’s important to understand is your prospects have similar thoughts when deciding whether to buy your product or service. They don’t want to risk making a bad decision, getting ripped off or being dissatisfied.

Fortunately, you can often eliminate this uncertainty by adding one item to your marketing materials.

A guarantee.

With a guarantee, you remove risk and build trust with your prospects. You also gain a competitive advantage by calling attention to your focus on quality.

Let me explain …

One of my most valuable learning tools is my iPod Shuffle. Almost every day I use it during my morning runs so I can listen to copywriting- and marketing-related interviews/podcasts.

About 3 weeks ago, my iPod died — it wouldn’t turn on or charge up.

Since the manufacturer’s warranty expired 6 months ago, I called American Express to inquire about their Extended Warranty program, which guarantees an additional year of coverage on purchases made with their card.

When I found out my iPod was covered, I filed a claim and — within a week — American Express added $100 to my account so I could buy another iPod.

Do you think I’ll now make more purchases with my American Express card?

Of course.

Am I likely to tell people about this experience and give American Express free word-of-mouth exposure?

You bet I am.

One of the biggest misconceptions about guarantees is they must include a money-back option, but that’s not always necessary.

If someone isn’t satisfied, you could always offer to fix a problem within a certain time period … correct a situation immediately … give replacement products/services … provide access to a person in management … or allow for a free trial period.

And here’s one more thought to consider: What happens now when a customer is disappointed with your product or service?

In most cases, you attempt to fix the problem, right? You certainly don’t ignore it.

Well, maybe it’s time you make this information known. Communicate your confidence in your product or service by writing your guarantee today.

Just the thought of putting words on paper (or monitor) is sometimes enough to trigger endless procrastination.

If you can relate to this struggle, then try using these 7 steps the next time you sit down to write a marketing piece:

Step #1: Determine what your prospects want. Use tools such as Ask.com, Wordtracker Keyword Question Tool and Amazon to determine your target audience’s needs. These resources will help you get an idea of your prospects’ most pressing questions. (For instructions on how to use these tools, check out my article “How to Cram Your Website with Content Prospects Crave.”)

Step #2: Write your headline. All marketing pieces need headlines. This essential component introduces prospects to your content and gives them a reason to continue reading. Once you figure out your  prospects’ needs, address them in your headline. If you’re having trouble writing your headline, try following the words “How to” with one or two big benefits (e.g., How to Write Powerful Headlines That Attract Prospects and Get Them to Take Action).

Step #3: Express empathy. Your content must demonstrate you understand your prospects’ feelings and desires. This single step goes a long way in developing rapport with your readers. One of the easiest ways to write empathy into your marketing piece is by telling a story your prospects can relate to. Other options include admitting a fault/mistake or targeting a common enemy.

Step #4: Provide value. Humans are naturally self-centered and really only care about themselves. Use this characteristic to your advantage by giving your prospects valuable information (related to the  needs you discovered in Step #1) they won’t find anywhere else. Your content should deliver value before you attempt a sale.

Step #5: Offer social proof. When you incorporate proof elements such as statistics, success stories, testimonials and guarantees, you validate to your prospects that your product or service can properly address their concerns. You also tap into your prospects’ tendencies to react in a similar manner to people who are just like them.

Step #6: Include a call to action. You should never assume your prospects know what to do next. That’s why  it’s crucial you always give them a direct command and then explain what occurs after your prospects take that action.

Step #7: Communicate more than your competition. Don’t limit the length of your marketing piece or the frequency in which you contact your target audience. Give yourself enough space to properly provide value, explain your offer and state your call to action. True prospects will devour everything you write because they crave knowledge that addresses their needs.

One example is when you see an ad repeated over an extended period of time without noticeable changes — especially in publications with large circulations — you can usually assume the promotion is profitable.

If you target a similar audience, this knowledge makes it easier to create comparable appeals and offers with a greater probability of success.

In the magazine world, few publications present more learning opportunities than Reader’s Digest. Founded in 1922, the world’s largest-selling magazine (18 million issues are sold each month) is printed in 50 editions and 21 languages.

Nearly 70 million people around the globe flip the publication’s pages each month. After 87 years, you can guarantee the editors at Reader’s Digest know how to get people to open up their magazine.

The techniques for attracting attention begin on the cover. As famous copywriter David Ogilvy described in his “Confessions of a magazine reader” ad from 1965, the contents on the cover are presented as “a tantalizing menu which invites you to the feast inside.”

(You can see several Reader’s Digest covers at the following Amazon.com link: http://www.amazon.com/gp/product/images/B00007B10Y/ref=dp_image_text_0?ie=UTF8&n=599858&s=magazines)

The cover teasers are often flawless blends of curiosity and benefit-driven copy:

13 Things Your Car Mechanic Won’t Tell You … The Sneaky Health Risk in Your Kitchen … Succeed at Anything: 4 Simple Steps … Crook-Proof Your Home - Tips from a Thief… Fatal Hospital Mistakes You Can Avoid …13 Things Your Bank Won’t Tell You

Tough to resist reading those articles, isn’t it?

Notice the odd numbers — they grab readers’ eyes and are easier to remember. Also, people are more likely to believe specific numbers (rather than general ones such as 10).

Another common cover technique is using “quote teasers.” By simply adding quotation marks around a word, phrase or sentence, you will often increase readership.

“I’d like to beat up the guy who says …”

“When I tell you to lose 15 or 20 pounds, I really mean 50.”

“We had to believe we could survive”

Not only do these quotes target your curiosity, but they also hint at a story.

Remember, the success of your marketing materials hinges on your ability to keep prospects reading your content. Use these tips as bait to hook your readers — then reel them in to reveal your offer.

For instance, I’ve been searching the Internet for treadmills because I’m fascinated with the idea of creating a treadmill desk. As you can imagine, there are no lack of retailers selling treadmills online.

One company claims it’s the “#1 Seller of Quality Fitness Equipment on the Internet.” Another one declares, “We are the LEADING distributor in the fitness industry.” Yet another boasts as having the “#1 Rated Treadmill.”

The similarity these companies’ sites share is none of them include evidence backing their statements. If you’re truly a top seller, industry leader or retailer of the best-rated product, wouldn’t you include some proof?

With so many companies making comparable claims, we’ve almost become immune to their ridiculousness.

Without evidence, inflated claims are just empty words that fill space in your marketing materials. Worse yet, they leave you open to criticism, while increasing the risk of losing trust with your prospects.

When you make one debatable declaration, readers will question the validity of other statements in your marketing materials.

You don’t have to work hard to find examples of inflated claims. Many common marketing terms are easy indicators.

Leading-edge … industry-leading … fastest-growing … world-class … value-added …

These examples of overused corporate babble might sound effective, but not one word is believable without proof.

Here are 8 ways to make any claim more credible:

• Statistics
• Testimonials
• Guarantees
• Success stories
• Before/after demonstrations
• Side-by-side comparisons
• References to research
• Third-party endorsements

Add them to your marketing materials today.