Don't Destroy Your Copy By Going O.T.T.

[premiumonlinewriting]

O.T.T. = Over The Top.

I want to make a quick point about what seems to be a touchy subject in Internet copywriting: hype.

We've all seen sales letter that promise to make us a million dollars in 50 seconds while we're asleep under a palm tree on our own private island. Or something like that.

When I criticize ads like this, the typical response is, "B-b-but it works!"

Okay, it works. But does it work better than all the alternatives?

I'd like to draw attention to a recent product that took a different approach and had massive success as a result. The one I'm talking about is Bring the Fresh, put together by Mike Long and Kelly Felix.

Now, Kelly Felix is a smart guy. He did the Rich Jerk back in the day, and this is still one of the most compelling examples of an excellent combo of PPC ads and sales page copy even seen on the Internet. At the time, it worked wonders.

Kelly knew the market and he knew that kind of "negative advertising" would work. (Remember for a while there when every second PPC ad you'd see said something like, "I'm Rich. You're Not."?)

Now Kelly's new product, Bring the Fresh, was marketed very differently. With this one he took the credible-and-honest approach, and it worked like a charm.

Why is that?

Because Kelly understands that the mood of the market has changed somewhat.

With every year that passes, more and more online marketing hopefuls get burned by products that promise much more than they can possibly deliver.

There's an entire market segment that is extremely wary of anything that looks like the "typical" Internet marketing sales letter, either because they've been burned before or they're too cynical and skeptical to believe anything in these hyped up letters to begin with (I fall into the second category - Bring the Fresh remains the first and only product I've ever bought off Warrior Forum).

Kelly understands all this. That's why he used relatively small, believable numbers (a $500/month site as an example).

He established credibility and integrity through his sales funnel and let that sell for him.

In an industry packed to bursting with cowboys and charlatans, presenting real integrity is a huge point of difference.

Kelly understood the "mood of the market," and profited as a result.

(As an aside, that kind of copy tends to appeal to a smarter audience, as well. And there are pretty big advantages to having a relatively small client list of smart investors with a lot of money to put into big-ticket purchases).

So think about this next time you're writing sales copy. Consider that perhaps "How A Three Foot Tall Midget Picked Up 23 Models in Three Hours" may not be such a good headline after all. And bear in mind the long-term value that comes from making promises you can keep.

That exaggerated promise might get you the first sale, but you're going to have a lot of bitter customers. Making promises you can deliver on means a higher lifetime value from each person you sell.

Just a few thoughts. I welcome differing viewpoints.

(Note: I'm not saying abandon the traditional model and make all your copy plain and boring. Exaggerated, hyped up sales letters do still work a lot of the time, I know. That's why people use them. All I'm saying is: consider the market segment you most want to attract and think what will appeal to them most. The answer may be hype, or it may be a toned-down approach. Your copy shouldn't constantly have the volume cranked up to 100).

[angiecolee]

That's the same concept I've been struggling with for awhile. I've studied the super hype-y writing style, but I've been finding what appeals most to my clients is a more genuine tone of voice. I'm able to sell my writing on the premise of helping people have conversations with their customers rather than talking AT their customers.

It's an interesting time to be a writer, that's for sure.

[Jennie Heckel]

You are right that the market has changed.

Especially with the new Clickbank Rules for promotions. I see it as a breath of fresh air and long overdue.

Most of my clients are shifting away from the push button mania which is a relief for me too. A recent video script I wrote is converting at over 18% to cold lists and this is the first test. Tweaking will make it convert considerably higher. But the beauty is this is not a hyped video and it is doing well. It is a down to earth product with a down to earth message.

That's the secret to writing copy that sells and being able to sleep well at night and not worry about refunds!

[The Copy Nazi]

Nah. Nothing much has changed. We'd like to think it has. But people are still suckers for the hype. Why? Because they are looking for simple solutions to complex problems. And as we all know - especially in the "make money online" niche - it aint that simple.

All that's changed on Clickbank is now the CB Mafia are blaming each other for the fraudulent pitches - the "one click solutions" and the like. That's become part of the hook - "I don't like whats happening in this industry and I'm about to do something about it". Doesn't stop them cross-promoting the same old crap though does it? Their ethics stop at losing money. Apart from that they need to keep repaying the favors or they're out of the club.

As for Clickbank cleaning up their act - that's laughable. Its just made the marketers more cunning on how they present their so-called CB earnings shots and all the rest of the Hoop-La.

Nothing's changed. They've just rearranged the furniture is all.

This whole I.M. biz still has a stench to it. Its still like "Biz Opps" that's moved online.
Too many cowboys.

[max5ty]

Originally Posted by premiumonlinewriting

Now, Kelly Felix is a smart guy. He did the Rich Jerk back in the day, and this is still one of the most compelling examples of an excellent combo of PPC ads and sales page copy even seen on the Internet. At the time, it worked wonders.

Kelly knew the market and he knew that kind of "negative advertising" would work. (Remember for a while there when every second PPC ad you'd see said something like, "I'm Rich. You're Not."?)

Now Kelly's new product, Bring the Fresh, was marketed very differently. With this one he took the credible-and-honest approach, and it worked like a charm.

Well since you brought him up...isn't this the guy that was so apologetic for ripping off so many people with his rich jerk scam?

Guess it's ok to rip people off, then come back as a born again sinner...even to the point of being a hero now?

[The Copy Nazi]

Originally Posted by max5ty

Well since you brought him up...isn't this the guy that was so apologetic for ripping off so many people with his rich jerk scam?

Guess it's ok to rip people off, then come back as a born again sinner...even to the point of being a hero now?

The Rich Jerk promo was a beauty. Even Halbert praised it. But Kelly Felix is also famous for promoting a way of not paying your CC debt.

Without going into too much of the boring legal details, let’s just say I discovered a loophole.

You can read about it and his...let's say interesting life...on his blog

[premiumonlinewriting]

Some very good points raised.

Guess it's ok to rip people off, then come back as a born again sinner...even to the point of being a hero now?

Bah, I'd hardly call him a hero. I was simply pointing out that he'd hit on another clever marketing tactic that doesn't fit the typical exaggeration/hype mold for IM. It may be yet another gimmick, but my point was: it works. If you think something's unethical, don't do it - I'd consider myself more ethical copywriter than 99% of others on these forums. But I still keep an eye on what works and what doesn't with a scientific eye.

Nah. Nothing much has changed. We'd like to think it has. But people are still suckers for the hype. Why? Because they are looking for simple solutions to complex problems. And as we all know - especially in the "make money online" niche - it aint that simple.

As I said, I'm not suggesting hype has stopped working. There's a sucker born every minute and a sucker is ten times as much of a sucker when he's got an Internet connection. I'm saying there's another approach emerging now which appears to be effective, which wasn't there 5 or so years ago.

The other point: smart, highly-educated people don't buy obvious crap from hypey charlatans. I've never done a sales page for an IM product, and if I tried to apply the typical super-hype style of copywriting to some of the businesses I work with they'd ask me if I'm high. For some markets and some copy formats that's the worst possible approach to take.

[premiumonlinewriting]

This whole I.M. biz still has a stench to it. Its still like "Biz Opps" that's moved online.
Too many cowboys.

And yeah, I agree with that wholeheartedly. I long for the day we see some proper regulation in this industry.

[abugah]

Originally Posted by The Copy Nazi

Nah. Nothing much has changed. We'd like to think it has. But people are still suckers for the hype. Why? Because they are looking for simple solutions to complex problems. And as we all know - especially in the "make money online" niche - it aint that simple.

I agree with this and would like to give a different spin.

Where I live, some people have been doing the rounds with promises of doubling your money.

They claim to have special chemicals and papers to do the job. All you do is give them your cash and in minutes $10,000 (normally the starting point) will be $20,000.

The story goes that while the process is going on, something happens; either the chemical or papers are finished or a stage managed arrest is made. Subsequently you are asked to add more money to untangle the mess.

Going by Police reports, and the internet blogs the number of people falling into this trap are many. In fact, a local member of parliament recently confessed to losing about $20,000 to the same tricksters.

The bottom line: people sometimes do not use common sense and don't believe in the hard work route to making wealth. ( Why do you think the casinos and lotteries are thriving?)

It is no different on the internet.

People want to make money without lifting a finger. Tell them that and they are ready to charge their credit cards for the secret of making a million a month while working just 4 hours a month from a tropical beach mansion.

As a copywriter you know what matters is your conversion, subject to the prevailing legal provisions and your conscience.

Since the advent of commercial trade, the 'buyer be aware principle' is what has worked best. If buyers refuse to respond to 'retire this year and still make more money than most doctors' headlines , the message will be changed.

Business people are there to channel demand and not try to create it. If people want 'retire this year' messages, then that is what they get.

[The Copy Nazi]

Originally Posted by premiumonlinewriting

As I said, I'm not suggesting hype has stopped working. There's a sucker born every minute and a sucker is ten times as much of a sucker when he's got an Internet connection. I'm saying there's another approach emerging now which appears to be effective, which wasn't there 5 or so years ago.

Isn't it obvious that I'm addressing Jennie? She says "...the market has changed". Right underneath I say "Nah. Nothing much has changed".

Did you not see my comment elsewhere about "trailer trash and soccer Moms" being the target market for MMO-type pitches?

[premiumonlinewriting]

Business people are there to channel demand and not try to create it. If people want 'retire this year' messages, then that is what they get.

A conman going around telling people he can print $10,000 for them is hardly a business person.

And, yet again, my point is: while there are plenty of suckers out there, there are also many people who don't want 'retire this year' messages and won't respond to them, because they smell the stench a mile away.

Remember I'm not just talking about IM or make money products here, I'm talking about copywriting in general.

Kelly Felix was obviously the wrong example to use - I chose that example because it seemed like something Warriors would be familiar with. Perhaps a reductio ad absurdum would better prove my point.

If hypey Internet marketing sales letters are the greatest selling vehicle for every product in every market, why doesn't Harvard University throw one up for their MBA program?

The market determines the message and the method of delivery. That's my point.

[premiumonlinewriting]

Isn't it obvious that I'm addressing Jennie? She says "...the market has changed". Right underneath I say "Nah. Nothing much has changed".

Did you not see my comment elsewhere about "trailer trash and soccer Moms" being the target market for MMO-type pitches?

Well, no. That comment could have been addressed to my original post just as easily as Jennie's.

And no, I didn't see any comments about trailer trash and soccer Moms. (With only 2,287 posts I can't imagine how I missed that). Sounds pretty accurate though.

[The Copy Nazi]

Originally Posted by premiumonlinewriting

Well, no. That comment could have been addressed to my original post just as easily as Jennie's.

And no, I didn't see any comments about trailer trash and soccer Moms. (With only 2,287 posts I can't imagine how I missed that). Sounds pretty accurate though.

Well OK smartarse. I'll leave it at that. You seem to want to take offense. God knows why. It was a very recent post I was referring to.

[premiumonlinewriting]

Ah, not a fan of dryness. Duly noted.