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What made the 1909 Honus Wagner baseball card worth $1.1 million at auction?

Why were people willing to pay to get an invitation for a free email account from Google?

How come Seth Godin’s Whiteboard Seminars always sell out, even at $1,650 a pop?

Scarcity.

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The Secret Code Word is “Buffalo”

You’re not likely to see me talk about television commercials very much here, especially from fast-food chicken joints. But Kentucky Fried Chicken has done some interesting things with the promotion for its new Buffalo Snackers sandwich, and you just might be able to come up with a strategy for your blog and business from taking a look at it.

The Buffalo Snackers commercial features three firemen, one of whom is feasting on a 99 cent “bucket o’ noodles”, while the other two give him a hard time for not enjoying KFC’s new chicken sandwich creation for the same low price. Big deal, right?

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You Like Me . . . You Really, Really Like Me!

Blog Triggers

At the 1985 Academy Awards, actress Sally Field won Best Actress for Places in the Heart, after having won the same award in 1980 for Norma Rae. She never actually said the exact words I use in my headline, but everyone thinks she did. Regardless, Sally nailed it.

Liking matters.

In my previous life as a litigation attorney, I recognized early the truth in Clarence Darrow’s famous quote: “The main work of a trial attorney is to make a jury like his client.” I saw first hand that how the jury felt about the client was more important than the law, the evidence, or the truth. You’ve likely witnessed the same thing with a few celebrity trials.

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Two More Attention Strategies

Since I’ve noticed a fair amount of interest in blogging publicity strategies, :) here’s a couple more to study.

First up is The $39 Experiment: Asking Random Companies for Stuff. Started by a guy named Tom Locke, the site is about Tom using 100 stamps to send 100 letters (total cost, $39) asking major corporations for free stuff. His letters are humorously patronizing, and it’s worth a visit just to read some of his faux allegiance to consumer products.

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Performancing Metrics

One of the key elements of writing to sell is testing various elements of a promotion to see if you can improve your conversion rate — the number of visitors who become paying clients or customers. Changing a headline, elements of body copy, or even link architecture can often produce drastic differences in your conversions and therefore your return on investment. We’ll be discussing testing quite a bit in the future here at Copyblogger.

There are plenty of ways to filter and qualify raw traffic in order to make a concentrated sales effort. But the beginning point of all web conversion analysis is your basic traffic and referral logs.

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Number One at Amazon

That’s right. Viral Copy is currently the top bestseller at Amazon.

OK, not exactly, but let me explain.

Those of you that read my free viral marketing report may have noticed that the first page has a “permitted distribution” statement. I basically tell people that they are free to give the report away, as long as it stays in original form, and I also tell people that they can bundle the report with another product they are selling. This is a tactic Mark Joyner developed over ten years ago.

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