What's wrong with "Who Else Wants To Blah Blah Blah"?

[RareGoodStuff]

Is it me alone or are you also tired of Sales copies and Squeeze pages starting with the following command: "WHO ELSE WANTS TO ........ YOU KNOW WHAT"

Personally, I'm just sick of it, and 99% of the time I don't even bother to read the rest of the copy. I don't care how good the product is, whenever I see "Who Else Wants To ....", I hit 'next'.

I'm amazed how some copies are just plain, xerox copies of others without any creativity or added substance.

Looks to me like some fast and slick peddler is out to hustle my cash away. With a little creativity, standing out from the rest of the pack, I believe that most copies will convert well than the usual "Who Else Wants To Blah, Blah, Blah".

What say you?

[Juan L Costa]

I don't like that headline neither, if think it doesn't add any credibility at all, and it's kind of outdated, many people have already seen it.

[Stephen Dean]

It might be outdated in the IM market because everyone started using it once they heard how well it works. That said, everyone started using it because of how well it works.

You are on to something. Markets have to adjust to ever changing details and consumer awareness, and the "Who Else" headline may not stop people in their tracks the way it used to.

Cheers,
Stephen

[dorim]

When I see the words "who else" I click off the page without reading any further. Another expression that is overused is "Dear frustrated marketer".......

[Andrew Gould]

The IM niche's got more sophisticated, as soon as a prospect sees 'Who else....' they realize the rest is a sales pitch.

It's still worth a try in other markets though.

[ina696]

Yeah, me too! That and the phrase nearer to the payment button (...even if it's 2:00 a.m.). I've seen that copy so often on PLR content that it makes me shudder. Like Andrew said, it might still work in some markets but ... urrrgghhhh!

Ina

[Mr. Enthusiastic]

There are three kinds of people: Those who want to replace tired old headlines like 'who else' with a brand-new zinger, even if it's 2 a.m. Those who don't. And those who wonder, who else wants to reuse overworked cliches?

Chris

[Alex Cohen]

Originally Posted by RareGoodStuff

Is it me alone or are you also tired of Sales copies and Squeeze pages starting with the following command: "WHO ELSE WANTS TO ........ YOU KNOW WHAT"

Personally, I'm just sick of it, and 99% of the time I don't even bother to read the rest of the copy. I don't care how good the product is, whenever I see "Who Else Wants To ....", I hit 'next'.

I'm amazed how some copies are just plain, xerox copies of others without any creativity or added substance.

Looks to me like some fast and slick peddler is out to hustle my cash away. With a little creativity, standing out from the rest of the pack, I believe that most copies will convert well than the usual "Who Else Wants To Blah, Blah, Blah".

What say you?

It doesn't matter how "Who Else Wants" headlines make you, me, or any other copywriter feel. What matters is how the specific market you're writing for responds.

Alex

[RogozRazvan]

It’s nothing wrong with it. It is just a tested method of opening a copy.
Creativity most of the time kills response. This is not because your creativity is bad, but most of the people may not understand your metaphor or event try to understand what you’ve wrote there.
Scientific advertising beats creative advertising every time.

[NetWorth]

The industry is always changing and the "Who Else" start once got the job done. If you don't like it just make sure you don't use it

[Kevin-VirtualProfitCenter]

Originally Posted by Alex Cohen

It doesn't matter how "Who Else Wants" headlines make you, me, or any other copywriter feel. What matters is how the specific market you're writing for responds.

Alex

Who else wants to stop guessing at what will work based on their own preferences and test multiple headlines in the market to see what actually works?

[Bill Jeffels]

You may not like " Who Else...".

But what do the people that click the buy button think.

-Bill

[John_S]

But what do the people that click the buy button think.

The problem I have is the implication behind the fact there is no question mark at the end of this sentence.

The “who else” head*line is based on the original clas*sic, “Who Else Wants a Screen Star Figure?” This type of head*line is the winner is most of my tests, and now used by countless marketers. I’m sure you’ve come across at least one of them.

Mind you, the second winner in line is not too far down. So “Who else” may be the winner but the margin is slim. Plus, recent tests show that the response for a “who else” headline is declin*ing, likely due to is overuse.

In other words, just like the benefit-​​driven head*line, too many marketers use “who else” nowadays, and there*fore people are becoming more aware of it. It screams “salesletter!” and thus scares readers off when they see it being used.

-- Put Your Copy To The Test, Michael Fortin

This is vomited up like "salesmanship in print." Few understand the concepts behind the parroted phrases.

Who else works because it implies you are not the first, the pioneer, the guinea pig for an unproven product. Now it is a flag for "just about nobody else bought" newbies -- who refuse to test and want the answer from the back of the book.

These people don't understand Who Else headlines demand certain other elements go into the body copy. And they don't know what else they're missing which makes Who Else headlines work.

The question is can you come up with an alternative based on the same concept that revives this played out headline? Most can't.

[travlinguy]

There are a lot of headlines I don't care for. Anything with the phrase 'Cash Sucking' or 'Dirty Little Secrets' or 'Ninja Tactics' makes me cringe. The list goes on. However, these all work in certain markets. So... I rarely take assignments writing for markets where people respond to stuff like this. Simple.

[RareGoodStuff]

Originally Posted by Bill Jeffels

You may not like " Who Else...".

But what do the people that click the buy button think.

-Bill

Good point from Bill Jeffels, but if someone like me who is not sophisticated but spends fairly on digital products, finds 'Who Else Wants To....' less appealing, I wonder what the conversion rate with a different opening pitch would be?

Do you see my point?

Just wondering?!

The fact that 'Who Else' still converts does not mean that it is the best option available.

Think!

[aaallday2010]

Yes I agree, i hate that too.

I also hate the SHOCKING: or JUST REVEALED: types of headlines.

[AustinLadyTam]

...and let's not forget "Discover how YOU..." and "Finally--A Way to..."

[BrianMcLeod]

Once an audio engineer develops their ear enough,
they begin to notice things in the audio and the music
that the general public never does.

Sibilance... that "SSSSsss" sound that whistles like a
spike in your ear.

Hypercompression... that massively squashed "wall
of sound" that eliminates all dynamics and makes
everything loud as hell.

Tubby bottom-end on the kick drum, flabby bass tone with
no definition, grainy sounding sample rate conversion.

It's MADDENING... because you can never go back to
just experiencing the music the way the audience does...

Well, guess what?

...same story as your develop your marketing chops.

You spot something in the sales copy or the offer and your
mind says, "AHA!... I know what they're doing there...."

"They're using a big promise with specifics in the headline
and here comes the social proof... Yep! I was right...."

Often the interpretation of that reaction is, "I hate that...."

Do you really? Hate that?

I don't believe you do.

Now, don't get me wrong - crap is crap.

But I'm often a bit amused when I see the pile on that typically
develops in these conversations... with people who purport to
have a vested interest in selling things to others...

Inevitably folks begin rattling off all the "marketery" phrases,
approaches, tactics, and strategies they can think of.

"I hate ______... As soon as I see that, I'm gone..."

The IM space is full of consumers who think they're sellers.

And their protestations are more buying criterion than they
are marketing philosophies.

You're hearing sibilance. A tubby kick drum...

Why HATE that...

I'd rather think about how I'd notch the mids and boost a few
db at 4.5K to give it some "click" then smack the bottom end
with a multiband compressor and tighten it up.

And... yeah. I HATE SSsssibilance too.

Brian

[Bill Jeffels]

Originally Posted by BrianMcLeod

.Do you really? Hate that?

I don't believe you do.

Brian

Nice. Very nice.

Bill

[Mr. Enthusiastic]

Brian, if I understand you right:

Who else wants to use a tube preamp's euphonious even-harmonic distortion to gate the output of a plate reverb that provides automatic double tracking to thicken their headlines?

[BrianMcLeod]

Originally Posted by Mr. Enthusiastic

Brian, if I understand you right:

Who else wants to use a tube preamp's euphonious even-harmonic distortion to gate the output of a plate reverb that provides automatic double tracking to thicken their headlines?

I hate all the "tube hype"...

A chinese 12AX7 under a backlit plexiglass cover is not Class-A!

I'm outta here!

LOL

+1, Chris.

[Zero]

I really do hate the "Who else" headline. I'll still read the copy, but it really does make me cringe.

[TheGraduate]

I strongly believe that copywriting skills and all that relates to it when it comes to mini sites (squeeze pages, sales copy etc) are totally overrated. I personally do not read headlines or whole sales letters. I am opted-in to almost every online marketer out there. I received more than 300 emails from online marketer everyday, when I visit the mini sites I go directly to the bullet points to find out exactly what it is that I am going to get, if they do not have bullet points in the salecopy with specific information on what it is that I get I just click away and move on to the next email. I do not have time to be reading "success stories", and lines trying to make me dream of becoming a billionaire, nor I have time to read the "this is not about" stupid bullet points, and the "imagine this" paragraphs, I also click away even if it is a video, if the video hides the controls not letting me fast forward I am out to the next email also, all it matters to me are the bullet points stating exactly what I get, I don't care if the salecopy was written by Mike Tyson or by Albert Einstein.

note: I am just stating how I react in front of squeeze pages and salecopies, not offense intended. I am sure there is more people like me out there.

[Mike Anthony]

Originally Posted by Bill Jeffels

You may not like " Who Else...".

But what do the people that click the buy button think.

-Bill

They think okay I'll take a look when they see it the first time and they think can't anyone show any originality by the 17th time they read it in sales copy.

Its like "cash sucking" this or that. Firt guy or gal that used it great. Now it just causes the eyes to roll.

[Bill Jeffels]

Originally Posted by Mike Anthony

They think okay I'll take a look when they see it the first time and they think can't anyone show any originality by the 17th time they read

Okay, who are they. The cash buying public. Are you speaking on all their behalf now?

And how are you think, as a consumer or a marketer... 17th time they've read something.... get real.

Oh, here's something by one of the most respected copywriters in this entire world I just happen to come across...

"Who Else Wants John Carltons Copywriting Secrets
To Transform Their Sales Copy?

So, What I think you should do, contact good ole Johnny,his assisant is Diane... tell Johnny this type of Sh*t don't work no more.

And he can just stick to using the word " Humiliated " and dumping yellow highlighter on everything.

-Bill

[Mike Anthony]

Originally Posted by Paul McQuillan

I bet in a month someone else creates this same thread...

We have a bunch of people not out there grinding, testing
or anything else (usually why we end up here tearing things
apart)

If you have not done a split test on a 'who else headline' please
save your philosophies for something you know.

Most if not all the people in this thread are consumers. We might not be the whole picture but we are a part of it. You don't have to do a split test to determine that any term or phrase used over and over again will begin to lose its value on sentient human beings. That one has been tested and proven over and over again.

So yeah a copywriter can write all about cash sucking as he wants but its natural some people will find it annoying after a while and they'll say so no matter how sublimely a copywriter tells them to shut up.

Meanwhile I don't see how it advances a copywriter when we see him/her use the same things over and over. We know its not his and we aren't paying him to be a copy copywriter.

[Mike Anthony]

Originally Posted by Bill Jeffels

So, What I think you should do, contact good ole Johnny,his assisant is Diane... tell Johnny this type of Sh*t don't work no more.

l

Touchy touchy touchy. Why the venom guy ? and frankly I don't respect the attempt to slide by the language filter. look toning it down - Its a simple common sense observation. No one is saying that a copywriter can't EVER use this or that phrase. What people are telling you is that overall when too many people latch on to the same phrase it loses its effect over time. Isn't that elementary? You want to test that ice melts in the sun?

What does your example Prove? Nothing, NYET. That one good copywriter uses a term or phrase doesn't mean everyone else should or that because it works in that case that it should now become a word formula for all other copywriters to copy.

You can bust a capillary it won't change the natural human response to hearing the same thing over and over and over again. thats all thats really being said.

[Bill Jeffels]

Originally Posted by Mike Anthony

What does your example Prove? Nothing, NYET. That one good copywriter uses a term or phrase doesn't mean everyone else should.

Listen,

You obviously don't know very much about copywriting because anyone that did would not of said that.

I'm gonna give you a little lesson. We as copywriters use time tested proven phrases. Some fizzle out some stay around for along time. But it's all basic formulas and techniques you use over the years.

My first year of copywriting a wrote a letter that took a company from bankruptcy to making 6 figures... all with in 12 months.

So, I know a few things about copy

But, when it all comes down to it... the main way to find out is... TEST

-Bill

[Ken_Caudill]

Originally Posted by RareGoodStuff

Is it me alone or are you also tired of Sales copies and Squeeze pages starting with the following command: "WHO ELSE WANTS TO ........ YOU KNOW WHAT"

Personally, I'm just sick of it, and 99% of the time I don't even bother to read the rest of the copy. I don't care how good the product is, whenever I see "Who Else Wants To ....", I hit 'next'.

I'm amazed how some copies are just plain, xerox copies of others without any creativity or added substance.

Looks to me like some fast and slick peddler is out to hustle my cash away. With a little creativity, standing out from the rest of the pack, I believe that most copies will convert well than the usual "Who Else Wants To Blah, Blah, Blah".

What say you?

I found out a long time ago that what I like isn't necessarily what the customer likes.

I think there's a change coming in IM, especially in the way we present our sales messages. Everyone harps about testing -- and certainly we should test. The thing that bothers me is that no one is actually testing the sales letter itself.

Can the message be done better with an interview or advertorial?

What happens when we have the client click to get more of the message? Will the added interactivity help or hurt?

Is the market for your product more amenable to video than text?

Why is audio so neglected?

What about cartoons or animation to tell a story?

A copywriter's stock in trade is creativity. Most clients will want to play it safe and stay with "proven" methods.

It seems to me, though, that if a client wants to differentiate herself from the crowd, real testing is called for, not a headline change, or tweaking existing copy, but a thorough exploration of the best way to present her product.

If there really was a "proven" formula for guaranteed sales, no one would need copywriters. They could just rewrite existing sales copy and be guaranteed a return. I think that is what most clients are hoping for.

[Mike Anthony]

Originally Posted by Bill Jeffels

Listen,

You obviously don't know very much about copywriting because anyone that did would not of said that.

I'm gonna give you a little lesson.

Thanks. I don't need it though even if it were a valid lesson. I have studied enough copywiting to know whats bunk and what isn't and whats obvious bunk is this.

We as copywriters use time tested proven phrases. Some fizzle out some stay around for along time. But it's all basic formulas and techniques you use over the years.

Then you need to pull out the books and read you some old school. Yes its basic formulas and techniques but it isn't one everlasting lego block construction of "tested proven phrases". The classic piece of direct advertising didn't follow a color by numbers use this phrase and that phrase architecture. They understood persuasion, techniques of closing, excited interest not copied and pasted phrases. Now you are showing that you don't understand copywriting.

My goodness its sad that anyone claiming the word "writer" of any kind in their profession would rail so hard against some creativity and originality. The real masters brought a fresh look at their product offering not just repeat what worked for the last campaign. If its all canned phrases then who needs a copywriter? So either you are the one that didn't understand what I wrote or you just shot your profession in the foot

My first year of copywriting a wrote a letter that took a company from bankruptcy to making 6 figures... all with in 12 months.

So, I know a few things about copy

and I know a few things about posturing (which is what I see almost every time I stumble in this section). The million dollar copywriters don't come on a board and argue about reusing the same phrases over and over. Even if they did use them they'd realize its not productive to their business and frankly they 'd be too busy to do it or to affluent to care.

But, when it all comes down to it... the main way to find out is... TEST

-Bill

Thats right . On that we agree. So until either of us put that test result that can be verified by something more than anecdotal evidence anyone my statement stands. Fact and obvious fact - reusignthe same phrase s over and over on the same target market begins to wear down the effect of the phrase.

OR do you still jump when you TV anchor says " breaking news"?

[Mike Anthony]

Originally Posted by Paul McQuillan

Mike,

I have noticed you like to come in here and go against the
grain. It's almost as if you have something against copywriters.

Nope. If theres anything that riles me in the copywriting section its posturing. The shut up I know everything I'm a copywriter of a certain standing (most of the time propped up by not one singular fact besides board politics) that is soooo prevalent in this section .

So the OP is saying he doesn't like to read a certain phrase and some people chime in that they agrees. So what? Has anyone thrown salt on you grandma?

Instead of trying to shut them up or belittle the sentiment use it as limited market research.

"Okay some people are getting tired of this and they are consumers as well. I'll note it even if not follow it"

Now if you feel its still working for you in your target market then fine but who gives any of you the right to look at the op and say you and those that agree with you don't count?

First of all its sophomoric market analysis to say that a phrase universally works. Why? Nothing works outside of application to a target market. A phrase that works to one group may tank in another. So you can't do what my alleged writing instructor just did and point at one product being offered by one copywriter in one target market and say voila! the phrase still works. It may in that market and not in another - in one demographic and not in another.

So to me the less abrasive and intelligent way to approach a thread like this is say hey - what is it about this group of people that doesn't like the repetition? Do they have something in common? because I may just get a job whose market has that characteristic and it may give me some clues on what to TEST - not assume.

Oh and by the way my old beef stands. Every time certain people bring up what is proven they are always at a loss to point to ANY data that proves it. Its always anecdotal. sales rates can be affected by lots of things beside a particular phrase in copy so pointing to MR X and saying "oh he sold a million copies and he used that phrase" doesn't go one wit to prove that the phrase and not something entirely different caused the sales

Really guys I was just referring to the natural common sense reaction of people to lock down after hearing a phrase 17 times before. I didn't think it would be a point of contention but this is the copywriting forum so protect the turf. I should have known better.

[Bill Jeffels]

Originally Posted by Mike Anthony

Thanks. I don't need it though. Yes, yes you do!
OR do you still jump when you TV anchor says " breaking news"?

Listen son,

I was reading Hopkins, Caples, Shwab, schwartz and the masters... taking notes. Reading them again, writing them out by hand.

All the while you were trying to figure out how Don Lapre did it... " With all those tiny classified ads..".

Bill

[Mike Anthony]

Originally Posted by Paul McQuillan

Actually, yes I do since it usually is... more so when it's followed
by kids that shoot up a school or planes crashing into buildings.

I think we ALL perk up when we hear that. Maybe it's just you

bad example

Then you must like in the sticks. Sure you listen but we all don't jump in the big city market. If I jumped every time I heard my channel say breaking news "amazing story" or "you won't believe" I'd need knee replacement. The first time one particular channel use to do it in my area you would spin around and stop what you were doing but the 70th time with it being no big news but a rating grabber - No. You now reserve your excitement. Fact. example works fine in my TV market. .

[Mike Anthony]

Originally Posted by Bill Jeffels

Listen son,

ll

Do I really have to read further? If you have any answer to the points raised besides posturing about what you allegedly read and when let me know. Besides that it s not a constructive road to go down.

[Ken_Caudill]

Originally Posted by Bill Jeffels

Listen,

You obviously don't know very much about copywriting because anyone that did would not of said that.

I'm gonna give you a little lesson. We as copywriters use time tested proven phrases. Some fizzle out some stay around for along time. But it's all basic formulas and techniques you use over the years.

My first year of copywriting a wrote a letter that took a company from bankruptcy to making 6 figures... all with in 12 months.

So, I know a few things about copy

But, when it all comes down to it... the main way to find out is... TEST

-Bill

You also wrote:

"You obviously don't know very much about copywriting because anyone that did would not of said that."


I bet you can't figure out why that's funny as hell.

[Bill Jeffels]

Originally Posted by Ken_Caudill

You also wrote:

"You obviously don't know very much about copywriting because anyone that did would not of said that."


I bet you can't figure out why that's funny as hell.

Ya, ya, as soon I clicked it and looked backed I noticed.

But trust me Ken, you've posted some pretty stupid things as well.

-Bill

[Bill Jeffels]

Originally Posted by Mike Anthony

Do I really have to read further? If you have any answer to the points raised besides posturing about what you allegedly read and when let me know. Besides that it s not a constructive road to go down.

Mike,

I really don't know where you usually post. But, you should go back there because you really are a toxic fungas.

Bill

[Mr. Enthusiastic]

Paul, if I got a Frank Kern headline that said "Who else wants to learn how to make cool, fun videos that get unbelievable orders and publicity" - I'd jump for it! That's because Frank is clearly successful with this area himself. If he says "who else" I know two things. 1. He really could teach me how to do this. 2. There might not be anyone else who could teach me as well as he could. It's something that appeals to me with a potential huge payoff in both money and happiness.

But if I see a headline that says "Who else wants to learn how to wash the dishes," I'd be bored bored bored! For one thing, I already know how to wash the dishes, for another, there's a million ways I can learn for free. And it could be that the person selling the dishwashing guide is a slob!

To me, the key point is not whether or not a phrase is re-used. "I'll give this to you for free, and you only pay if you like it after a month" is something many people have said. I wouldn't mind hearing it again! The key point is whether the phrase is an excellent way to communicate a valuable offer.

From the right person, any number of "tired cliches" could be appealing. Frank could also write, "They laughed when I said I'd sell business services with cheap videos, no suit and a beach bum's hairstyle... but when they saw my profits..." Or, "At sixty orders a day the loudest sound in this office is the crashing of the surf..."

[RareGoodStuff]

Originally Posted by BrianMcLeod

Once an audio engineer develops their ear enough,
they begin to notice things in the audio and the music
that the general public never does.

Sibilance... that "SSSSsss" sound that whistles like a
spike in your ear.

Hypercompression... that massively squashed "wall
of sound" that eliminates all dynamics and makes
everything loud as hell.

Tubby bottom-end on the kick drum, flabby bass tone with
no definition, grainy sounding sample rate conversion.

It's MADDENING... because you can never go back to
just experiencing the music the way the audience does...

Well, guess what?

...same story as your develop your marketing chops.

You spot something in the sales copy or the offer and your
mind says, "AHA!... I know what they're doing there...."

"They're using a big promise with specifics in the headline
and here comes the social proof... Yep! I was right...."

Often the interpretation of that reaction is, "I hate that...."

Do you really? Hate that?

I don't believe you do.

Now, don't get me wrong - crap is crap.

But I'm often a bit amused when I see the pile on that typically
develops in these conversations... with people who purport to
have a vested interest in selling things to others...

Inevitably folks begin rattling off all the "marketery" phrases,
approaches, tactics, and strategies they can think of.

"I hate ______... As soon as I see that, I'm gone..."

The IM space is full of consumers who think they're sellers.

And their protestations are more buying criterion than they
are marketing philosophies.

You're hearing sibilance. A tubby kick drum...

Why HATE that...

I'd rather think about how I'd notch the mids and boost a few
db at 4.5K to give it some "click" then smack the bottom end
with a multiband compressor and tighten it up.

And... yeah. I HATE SSsssibilance too.

Brian

BrianMcLeod, you have a point.

I won't challenge your premise as such. I'm more interested in challenging copywriters to come up with new materials instead of overused copies with poor conversion rate.

If one loses more sales due to worn out copies, it's time to shake things up a bit.

Simple!

[John_S]

If one loses more sales due to worn out copies, it's time to shake things up a bit.

The mindset out of which Who Else Wants To Fill In The Blank and Call It A Day arises hasn't the ability to shake things up. That would be the problem.

First, if the headline works at all -- no matter if effectiveness has declined -- it's unlikely fill in the blank copywriters will know to question a better alternative. If you don't know when a headline or approach is worn out before selecting it, you won't know to fix it.

These people think "if everyone is using it, it must be the most effective," which evidences a certain naive optimism unencumbered by sound judgment (or acquaintance with the term herd mentality).

"Who else" attracts because it practically removes any thought process from creating a headline. That's not the foundation for a shake-up.

The web attracts wannabe marketers because your next sales letter is a couple right-clicks and a cut-n-paste away. Monkey-see, monkey-do is not a recipe for innovation. Put the two together, and the status quo becomes an immovable object.

Even the notion that a headline could wear out is probably a novel thought which occurs to few of these carbon-copier-writers.

The rate at which the web has calcified in its thinking is staggering. You'd expect it to take five decades to reach this advanced stage of decrepitude.

[The Copy Nazi]

YouTube - WhoElseWants...

[David Maschke]

"I hate..."
"...test..."



"I hate..."
"...test..."


"I hate..."
"...test..."


"I hate..."
"...test..."

Is it groundhog day or is the record just SSssskipping in here?

[Bret Ferguson]

I love the "Music Mixing/Mastering" analogy. That was great. I had a friend who said nothing works all the time and everything works some of the time.

(The rest of this isn't directed toward you just the thread, but I loved your analogy)

Like music, advertising/copy whatever, has it's seasons to. I think of Cher on that song....whatever it was where she did the pitch correction on her voice. Mainstream people loved it and then everyone was doing it. Until it ran it's course. Now it's rare you hear it at all.

I personally don't like the phrase "Who Else...." I believe it had it's season of greatness and now it will be something else and in the near future it will be something else etc.etc.etc.

And a lot of it will depend on the market you are in. What works in one market won't work in another. So while most of us don't like it, someone came up with it, it worked, probably really well at one time and everybody started using it.

Kind of like the overcompressed loud beefed up mainstream music. It works in that market but won't work in the "blues" market or maybe the "light and easy" or "jazz" market.

So if you are in business for sales (duh) use whatever it takes, as long as it's honest, legal and ethical.

Originally Posted by BrianMcLeod

Once an audio engineer develops their ear enough,
they begin to notice things in the audio and the music
that the general public never does.

Sibilance... that "SSSSsss" sound that whistles like a
spike in your ear.

Hypercompression... that massively squashed "wall
of sound" that eliminates all dynamics and makes
everything loud as hell.

Tubby bottom-end on the kick drum, flabby bass tone with
no definition, grainy sounding sample rate conversion.

It's MADDENING... because you can never go back to
just experiencing the music the way the audience does...

Well, guess what?

...same story as your develop your marketing chops.

You spot something in the sales copy or the offer and your
mind says, "AHA!... I know what they're doing there...."

"They're using a big promise with specifics in the headline
and here comes the social proof... Yep! I was right...."

Often the interpretation of that reaction is, "I hate that...."

Do you really? Hate that?

I don't believe you do.

Now, don't get me wrong - crap is crap.

But I'm often a bit amused when I see the pile on that typically
develops in these conversations... with people who purport to
have a vested interest in selling things to others...

Inevitably folks begin rattling off all the "marketery" phrases,
approaches, tactics, and strategies they can think of.

"I hate ______... As soon as I see that, I'm gone..."

The IM space is full of consumers who think they're sellers.

And their protestations are more buying criterion than they
are marketing philosophies.

You're hearing sibilance. A tubby kick drum...

Why HATE that...

I'd rather think about how I'd notch the mids and boost a few
db at 4.5K to give it some "click" then smack the bottom end
with a multiband compressor and tighten it up.

And... yeah. I HATE SSsssibilance too.

Brian

[dorim]

Rinse and Repeat - that's another overused phrase I am getting tired of hearing............

[Monika Mundell]

Everything is wrong with it. Even so it was used by copywriting leaders with great success. The problem is the headline is old, outdated and boring. It makes me want to go to sleep and I usually just click out without reading on.

The copywriter who wrote this probably couldn't be bothered coming up with his/her own headline. Yawn...

Monika

[Kevin-VirtualProfitCenter]

Originally Posted by Metronicity

WHO ELSE WANTS? Video

This is hilarious. Who else wants to see what happens when Mal has too much time on his hands?

YouTube - RealParisHilton's Channel

[dtendrich]

Hey :-)

I agree with ya.

So if I'm writing to a niche that has seen "who else" headlines to the point of crying their eyes out...

I like to keep the concept but switch up the words (cause I think the "jump on the bandwagon" concept is great)...

So I might say...

"If you too want to..."

Or something like that.

I agree with you though - I usually start with a "who else" headline just to get the juices flowing, and to get the most obvious thing down on paper. But then I refine it until I'm satisfied.

David

[The Copy Nazi]

Originally Posted by Kevin-VirtualProfitCenter

This is hilarious. Who else wants to see what happens when Mal has too much time on his hands?

YouTube - RealParisHilton's Channel

Thanks for outing me. I thought that was well-hidden. You know I was with YouBoob from Day 1. Had 1.6 Million views...featured 3 times...and never made a penny from it. Then they banned my original "Wallyworld" account for "persistent copyright infringement" - so I took my ball and went home - about 3 or 4 years ago.

[dorim]

"Unless you've been living under a rock." I'm tired of hearing that one too.

[dorim]

Originally Posted by Ken_Caudill

You also wrote:

"You obviously don't know very much about copywriting because anyone that did would not of said that."


I bet you can't figure out why that's funny as hell.

Is it the grammar error he made? Wonder if anyone else noticed it.