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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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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After reading my articles on how to find copywriting clients, a student of mine, Jeff, asked me an interesting question.

He’s an aspiring copywriter and wants to build his own freelance copywriting business. When he read that I wrote copy for free when I started my career as a copywriter, he asked me about doing the same:

“Mike, my friends have a very small business, and they have asked me to do copy for them. They say they can’t really pay me that much. I have told them I will do it for free as long as I get rights to the copy and can use it for a reference and in my portfolio. I think this is a wonderful opportunity to get more experience, but my wife wants to see some money on the table. I value your opinion. Can you help?”

Here was my answer.

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“The most important things in life aren’t things.”
– Francis the Talking Mule

“One of the symptoms of an approaching nervous breakdown is the belief that one’s work is terribly important.”
– Bertrand Russell

“Often people attempt to live their lives backwards: they try to have more things, or more money, in order to do more of what they want to they will be happier. The way it actually works is the reverse. You must first be who you really are, then do what you need to do, to have what you want.”
– Margaret Young

First, take a sheet of paper and write at the top “My Values.” Start by listing your top ten values. Ask yourself what kind of feeling, value, or personal meaning you would like in your life right now. What are your innermost convictions? What do your really value in life? What are you truly passionate about? What are your core desires?

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A member once asked a question about the legality of using an alias or pseudonym in copy.

That is, is it legal to write the copy in the voice of a fictitious character, or telling the story of a fictitious character enjoying the benefits of your offer?

Using an alias in business is a common practice. However, if you’re considering using an alias or already are using an alias, there are a few things to know to keep your head above water with the law.

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Throughout my research, I’m always surprised when I stumble onto websites that are professionally designed and seem to offer great products and services, but lack or fail in certain important elements.

Elements that, with just a few short changes, can help multiply the results almost instantaneously.

Generally, I have found that there are seven common mistakes. I call them the “Seven Deadly Sins.” Is your website committing any one of these?

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I already talked a lot about headlines. There are quite a few blog posts about them here. But here are some additional tips.

There are two huge mistakes people make when they write headlines. Either they are too bland and don’t say enough (such as when they attempt to simply summarize), or they say too much to cover all the bases.

In both cases, you will lose readers.

1. The True Purpose of The Headline

The headline is more than a mere summary of the sales copy. Unlike the title of a book, for instance, it’s not meant to introduce the story. It’s meant to generate readership in the first place.

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