Your prospects are skeptical. Don’t make the mistake of making claims without proof.

Failure is not fatal in business

We all have been there before, done that and perhaps got a t shirt, as the saying goes.  When I started in business I sure made some stupid mistakes. There were many for sure but I look back now and thank God I made them. Success sure comes from learned failures.

One of my mistakes was making a wild seemingly unfounded claim. People in this day of abundance of information and knowledge I learnt not to make unfounded claims.

Prospects are skeptical

Your prospects are wary of your claims. They don’t know you and don’t trust you. If you don’t prove claims forget that you will sell anything to anyone. Sells come from trusted sellers.

Copy writing has taught me to plan for proof whenever I write let’s say an advert. Don’t leave room for doubt. Doubt doesn’t sell. For every claim in your copy prove it.

Listed below are the five ways to prove claims.

  1. Test

Let the prospect test for themselves your product or service. Car sales is a great example. People usually buy after a test drive. Digital books as well. A chapter may be given to test drive before the whole book is sold and downloaded.

  1. Sampling

This is an old tactic where some merchandiser for example offers samples before prospects decide.

  1. Comparison

Comparisons show how you are different from your competition or the pack.

  1. Visuals

They say seeing is believing. Visuals help prospects believe in your product especially when they see a demonstration at work.

  1. Demonstrations

Demonstrations paint the picture in a thousand words. Trade shows sometimes achieve this effect and prove quite effective with prospects for complex and difficult to explain products.

Whatever copy you write whatever claims you make prove them. If you can’t you are not persuasive enough.

Written by Aubrey Mavhuli Chief Copywriter @

How to create a competitive advantage through the power of habit? The habit of giving more than you have sold.

As someone who has worked in various industries throughout my adult life. As someone also observant of our politicians and even fellow employees through out my working life I can safely say that the attitude of entitlement has killed more opportunities than a lot other things we blame. If you have the attitude of entitlement you wont give more than you have sold.

Napoleon Hill puts it this way, “ The habit of doing more than paid for”. He says it gives an advantage to the selling of professional services. I beg to differ with him. It gives an advantage to the selling of anything. As long as you are in some kind of persuasion it is an absolute, must have habit.

This habit works when you are an individual, it also works when you are selling for an organisation. It is said often that attack is the best form of defense. Surprise attack is a sure way of defending well.

Whenever you do more than is expected for your customers, your boss or even your friends and spouses, it’s a sure way of superior customer care. You can be assured reward will come soon or later.

Napoleon Hill argues that this is the sure way of building good will. By practicing the habit of doing more than the customer has paid for.

Below I have listed some of the advantages Napoleon Hill has highlighted. These are the  advantages through this habit:

  • The habit turns favourable spotlight onto those who practice it.
  • This habit makes anyone who practice it stand out from the crowd.
  • He who gives more without asking or expectation will get more unexpectedly.
  • Practising this habit keeps one on the payroll, keeps one in business.
  • This habit makes the one who practises it indispensable.

If anyone in business needs good customer care let them learn this powerful habit. Remember if you look after your customers, spouse or boss they will be naturally obliged to reciprocate. As long as people are involved this works all the time like a charm.

Where in your business could you start applying this habit? Leave comments below.

Written and compiled by Aubrey Mavhuli  Chief Copywriter @ based on Napoleon Hill’s book ; How to sell yourself through life.












Get free advertising advice here now!

Get free advertising advice here

Have you ever contemplated advertising in a printed newspaper or magazine? Don’t you ever think it’s always a waste of time it is not always a waste. Like all marketing it’s a waste of time if you don’t what you are doing. What does it mean not to know what you are doing? Advertising without a goal and direction. Advertising is not guesswork but informed marketing, it can be very profitable.

Quite often I see entrepreneurs who advertise once and say advertising doesn’t work. Advertising is a marketing tool a very potent one. But to be honest like all tools it doesn’t work unless you do.

The anatomy of a basic print advert is this: headline, visual and body. It is also possible just to have some adverts as headlines or visuals or headlines with visuals. Some adverts have it all.

There are two types of main adverts based on customers types. There are B2B adverts and B2C adverts.

To write better performing advice follow the advice outlined below:

  1. Benefit with benefits in your headline

To write attention grabbing adverts write advert headlines with benefits. The benefit is the what’s in it for me answer for the prospect.

  1. Fish out potential users by being specific

Attention all home owners is a headline that is specific to homeowners. It knows who should respond to the advertisement.

  1. Make your adverts time friendly

Are your adverts time friendly? The average prospect is swamped and hasn’t got time. Let your advert be easy to understand even while browsing or skimming over the adverts. Use bullets or subhead lines to be effective.

  1. Make use of testimonials

Use of testimonials does two things, identifies and suggests typical users and give an independent to endorse your product or service.

5.  Learn the power of free.

Learn the power of free’ see what i have used on the headline above. Ride on the magic of the word free. Give out free something of value with your headline. No one hates a free lunch no matter how rich you are.

The last advice not about writing adverts but featuring them in a print magazine or publication is if you haven’t got lots of money for advertising you are better off advertising often than not at all. Run small adverts regularly than long adverts once a year. No one will remember you and you lose the value of advertising.

Written By Aubrey Mavhuli Chief Copywriter @

Is your website useful? Or it’s just sitting on the server without making you money?

Are you paying for your website but you don’t know why?

Luck Dube is the one who sang, “I am paying my gardener to do my garden…but there is one man I am paying I don’t know why?” The legendary artist of course referred to our politicians.  In all countries the citizens continue to pay the politicians with no end in sight to their problems. Spending time with entrepreneurs I seem to hear a similar tune but its only that this time it says I don’t know why referring to the websites.

A website is marketer’s tool

A website is a tool in a marketer’s arsenal. Like all tools nothing works until you do. A website for a business organisation should be monetised. This does not necessarily mean you run an E-commerce website. It means you use your website as a marketing tool that it is meant to be. Some of the businesses use websites for branding, conveying information on products and for lead generation. The goal is to create a sale which means money.

Every marketer with a website has one dilemma. How do I drive traffic to my website? Figure that out and you sure on the right path to potentially coining it.

The 5 essential questions before you launch your website.

How do I attract visitors to my website?

Why should they visit?

Why should they stay for long?

Why should they return to the website ?

How do you capture their details?

The aim of a website is to reach page number one of Google search engine for certain popular keywords in the industry. If you do that for your website your marketing costs come down drastically.

There are five measurements to consider on a website that influence ranking namely:

  • Total visitors to the website.
  • Percentage of site visitors
  • Total searches carried on the website
  • Total time visitors spend on a website
  • How authoritative is the website this is usually measured by the websites linking to the website under consideration?

Written By Aubrey Mavhuli Chief Copywriter @

Are you marketing to businesses or consumers and why the difference matters?

There is two types of marketing B2B and B2C. B2B is short for business to business. This is the type of marketing where businesses sell to other businesses. B2C refers to business to consumers marketing.

Trying to hook or attract B2B clients like you do B2C clients is a sure way to failure.  The focus of any good business should be on getting good clients.  The success of any good business depends on the clients the business has. Great clients give you plenty work, they are willing to pay the fees you charge and give you the work you enjoy.

The painful opposite is getting clients you do not like. These are clients and customers that don’t give you work you enjoy, they don’t pay well, and they make you miserable with unending demands that they don’t want to pay for in full.

With the issues mentioned above in mind business looks like its no place for joy. Do not lose heart. There is hope for the entrepreneurs. The power lies in deciding who you would want to serve. Find your niche in your industry and you may as well be on the path to getting the right kind of clients.

Decide exactly who you will serve. Find a niche that that you enjoy serving in your industry and start from there.

It’s a terrible mistake to try to serve every prospect in the universe. Figure out your high probability customers and clients. The most common mistake in my opinion start up entrepreneurs make is to try to serve everyone. Trying to serve one means you will try to attract everyone. That strategy is sure bound to fail dismally. If you try to serve everyone your marketing has no focus. Unfocused marketing attracts no one. It is not an investment but a huge and unnecessary cost.

People don’t want to be considered as part of a large group. They want to be made to feel special. If your marketing message says, “Hello all” it might miss everyone.

The secret is to keep your marketing focused. Figure out your marketing core message that resonates with your market and is best deliverable with your appropriate media.

The secret of marketing is to understand the three M’s of marketing namely, Message, Media and Market as Dan Kennedy says. Your market is the prospects you have decided to target, the market determines the message and the media you will use to attract the market.

Written by Aubrey Mavhuli Chief Copywriter @

Are you trying to sell without harmony?

It doesn’t matter whether you are selling with copy or selling in person. There can be no sales if you don’t create rapport with your prospects. Take a prospect who needs what you are offering, what makes them not buy from you?

Have you ever just had a feeling not to proceed with a sale? You really wanted a product, the benefits were clear, but for some reason you just couldn’t identify with the seller. I know the feeling, and I can admit I have had it a couple of times.

Sales is not an event, no doubt. Sales is a process. Sales is relationships. Prior to asking for that huge order build the environment upon which your sale can thrive.

The secret of sales success lies in your planning. Planning is the first step in sales success. You must plan for success in order to succeed. Plan your whole interaction with your prospect. You better know before hand what sort of an encounter would favour your business.

If there is no harmony between you and the prospect, there is little luck with sales. The easiest way to create harmony is to be observant and ask questions that might be of little impact but whose answers can only be a “yes”. If there is no small yes, there is definitely no big one you can almost expect that.

Get two or three “yeses” before the big ask. This is akin to the customer nodding their head in the affirmative before the “big ask”. Remember what I always teach that sales is like marriage. A man who wants to marry gets plenty small “yesses” before he makes the big yes of marriage. A discussion on the small talk such as weather, customer’s environment can start up the small “yesses”.

One way of killing rapport is to ask something the prospect will say no to. If the prospect doesn’t say yes initially you might have lost the prospect. A lost prospect might not be recovered.

Written By Aubrey Mavhuli Chief Copy writer at



Before you rush to market with your product or service figure out your prospects. The eight questions to ask before going to market.

Figure out your prospects

Before you rush to market with your product or service figure out your prospects. In this blog you will learn about the eight questions to ask before going to market.

Be prepared if you are to excel

Preparation is the true art of war. The boys’ Scouts moto is simple and full of insight,” be prepared is our moto. I have seen many an entrepreneurs rush into marketing campaigns without planning and no preparation. If marketing campaigns are started without preparation what more marketing copy is written without sufficient thought. As a copy writer nothing causes my heart to bleed than to see marketing copy that couldn’t even sell life to a dying man being written and pedalled.

Failure to plan your marketing is planning to fail

The old adage is nowhere truer than when it says failure to plan is planning to fail. John is an entrepreneur I have helped to with his marketing copy before. This is what I have said to him.  “All implementation is easy when you prepare.”

Before launching any marketing, campaigns let alone copy write marketing copy figure out the following answers to the following questions:

  1. What drives prospects to buy?
  2. What drives them to buy from you in particular?
  3. How do your customers buy?
  4. Why do they buy instead of doing nothing?
  5. What prompts them and attracts them to you?
  6. What knowledge do they need to make a buying decision?
  7. Who is involved in the buying decision and process?
  8. What buying process do they follow if any?

Applying your mind to the above questions can help you plan better before your copy writing process.

Written by Chief Copywriter Aubrey Mavhuli