I’m the special guest this week on a special "online talk show" called Internet Marketing Unwrapped. Hosted by Heather Vale, these teleshows are new, fresh, in-depth, completely unscripted and, unlike most typical teleseminars.

Why? First off, Heather Vale is a veteran interviewer.

She is not only an Internet marketer herself but also a seasoned reporter and television talk show host from Toronto, Canada. She has appeared on several major Canadian television networks and national news shows, as well as a celebrity interviewer during the Gemini and Genie awards (Canada’s version of the Oscars and Emmys).

Her style is slightly different than most teleseminars out there. Her questions are pointed and direct, and as a veteran reporter she knows how to extract some real, golden nuggets from her guests. (Even I learned a few things!)

In fact, this is the "second season" because the first one was so immensely popular, the second one is the result of popular demand. So I recommend that you signup to listen to these shows. Click here to register now.

Season one guests included Jay Conrad Levinson, Willie Crawford, Yanik silver, and many others. This second time, aside from yours truly, her guests include Derek Gehl, Perry Marshall, Jeff Walker, Joel Comm, Mike Filsaime, and Armand Morin.

Speaking of Armand Morin and using a fresh angle like what Heather is doing with her talk show, as you know I write the copy for Armand Morin’s Big Seminar.

I believe that the Big Seminar is the premier event in the Internet marketing industry. It’s the one seminar I always attend, either as a speaker or as guest. In fact, I submit that it has probably made more millionaires on the Internet than any other Internet marketing seminar in history.

One of the reasons is, aside from delivering a topnotch event focused on accelerating your learning experience, optimizing your ability to network with other savvy marketers, and delivering the latest trends and techniques online, his lineup of speakers are always the best in the business who deliver the most cutting-edge, moneymaking information.

This time, it’s no exception. With all the changes going on lately, including the emergence of Web 2.0 and some of the newest Internet marketing trends of late, I felt it was truly appropriate to talk about something I believe we will see more and more of this year. As a result, I wanted to change my approach and write about something new.

So I called it: Internet Marketing 2.0.

And wouldn’t you know it? Armand launched this weekend and, according to an email from Armand this morning, the letter set a new record for the most signups on launch day of any Big Seminar in history!

Yes, I’m gloating. But I also believe there are some important lessons to learn, here. The most important of which is, above all, dare to be different.

The Internet is filled with so many "me-too" salesletters and products that a new approach is not only a breath of fresh air, but also a perfect opportunity to differentiate yourself. In fact, it makes it easier to stand out from the crowd.

Too many marketers out there talk about "duplicating success." They talk about doing something that’s proven and trying not to reinvent the wheel. And I believe that’s true to an extent. I teach it myself.

But people take it too much to heart. It’s also an opportunity for being lazy. It’s no wonder we see such a proliferation of cookie-cutter websites and products out there, and why some methods, which used to be immensely profitable for some marketers, are no longer as effective.

There’s a difference between creating something entirely new, and using a proven model but giving it a new twist. The former is a lot riskier. The latter is just as risky but with much better odds.

Some people tend to confuse the two. They think that being different means being completely new and creative. And that’s far from the truth. You don’t have to be completely new. You just have to be different.

Here’s an example: if you can’t seem to find a "hook" or storyline for your salesletter, then nothing stops you from riding the wave. Take advantage of some trend or news item to draw readers in.

Nothing is more red-hot than something that’s in the news. Current events, controversial topics, and the latest trends are always great storylines for salesletters.

But there is a caveat: they must be relevant to your offer and your audience.

Just adding something controversial, trendy or newsy to your salesletter or sales approach that doesn’t connect with your audience will only turn them off. But if they are relevant, or if you can find a way to make them relevant, then don’t be afraid in incorporating something new to draw attention and readership.

You are, in essence, following one of Collier’s copywriting rules: continuing the conversation going on in the minds of your readers. That conversation, of course, should be something tied to a problem they’re suffering for which your offer solves. But if your solution is based on, supports, or revolves around a key news topic, controversy or event, then use it.

(Or at the very least, test it!)

Nevertheless, I invite you to at least look at the salesletter. If anything else, I ask that you come to the Big Seminar, learn some of the hottest new moneymaking trends, and meet me and my wife Sylvie for a drink or coffee. And let’s talk! I hope to see you there.

About the Author

Michel Fortin is a direct response copywriter, author, speaker, consultant, and CEO of The Success Doctor, Inc. Visit his blog and signup free to get tested conversion strategies and response-boosting tips by email, along with blog updates, news, and more! Go now to http://www.michelfortin.com.

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