Copywriter, Make it exclusive, but don't LIE!

by Raydal
10 replies
First, let me start by saying that I'm no one's moral compass or ethics guide.
I have too much faults of my own to see the speck in my neighbor's eye.
So this is just a "common sense" post and NOT directed to anyone in particular.

So many times I've seen copywriters use the line that they are usually very busy
with clients work but they "unexpectedly" had an opening and is just looking
for "one client" to fill the spot. So you are in demand right?

Now if a client dropped out of your schedule, why not just move on to the next
one in line? That would be the logical thing to do right?

Keep in mind that the customer is no fool, so you may be hurting your own
credibility. I think there are a lot of other credible ways to build exclusivity
than, well ...lying.

I was reading through a job board and I saw this one sale angle used so
often, that I wonder how exclusive it makes the copywriter if there are
a hundred other copywriters who suddenly had this opening.

For some marketers, the rule is: do what works--the end justifies the
means. But the great irony is, your best potential clients will see right
through the sham and avoid you like the plague.

-Ray Edwards
#copywriter #exclusive #lie #make
  • Profile picture of the author laurencewins
    Well said. If I genuinely have free time or a lighter load, I do let existing customers know first as they may be sitting on work. I bump ads up if necessary as well.
    I agree that you shouldn't lie about how busy you are.
    Honesty is a critical part of being self-employed.
    Signature

    Cheers, Laurence.
    Writer/Editor/Proofreader.

    {{ DiscussionBoard.errors[10374912].message }}
    • Profile picture of the author Raydal
      Originally Posted by laurencewins View Post

      I agree that you shouldn't lie about how busy you are.
      Honesty is a critical part of being self-employed.
      Unfortunately, this strategy is taught by many as a method of marketing
      your services as a copywriter. But if I have to lie to get your business
      how can I expect to be honest with you after that?

      But you'll be surprised how few marketers think this way.

      I don't think that you have to disclose everything about your
      present situation, all in the name of 'honesty', but outright
      lying surely places the copywriter in a bad light.

      -Ray Edwards
      Signature
      The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
      {{ DiscussionBoard.errors[10374978].message }}
  • Profile picture of the author kimanierick
    that's very true. always tell the truth because that is the right thing to do. by this you will not have to keep on lying to try and cover up for the first lie. lying will destroy your business and eventually you. honesty is a virtue that all marketers and business people should uphold dearly.
    {{ DiscussionBoard.errors[10375153].message }}
  • Profile picture of the author gjabiz
    A lot of guru techniques taught to noobs like to walk the line...

    Today, Nov. 6, 2015 I got an email, a last chance MIDNIGHT expiration on joining a group to learn how to create Newspaper Ads...

    The same email was sent last week when their webinar ended and the training started last Tuesday, the 3rd.

    So, what about LIMITED time offers and countdown deadlines, and last chance specials...which side of the line do they fall on?

    gjabiz
    {{ DiscussionBoard.errors[10375238].message }}
    • Profile picture of the author Raydal
      Originally Posted by gjabiz View Post


      So, what about LIMITED time offers and countdown deadlines, and last chance specials...which side of the line do they fall on?

      gjabiz
      If they are lies, then they fall in the same category. Personally, I try to
      stick to my deadlines and limits because you may fool your prospects
      once and even twice, but you'll soon lose credibility with them. There
      is another marketer I know who sticks to her deadlines and tells you
      it is no marketing trick. And she does really well because her subscribers
      have come to learn that her deadlines mean something.

      The other day I went to a sales page to make a purchase and [thought]
      I saw "last one available". I know it was a marketing gimmick, until
      I went back and the price was higher. Then I realized I had misread
      the page. It said, "Last copy at THIS PRICE"

      There are so many legitimate ways of instilling urgency than resorting
      to deception.

      -Ray Edwards
      Signature
      The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
      {{ DiscussionBoard.errors[10375277].message }}
      • Profile picture of the author Oziboomer
        Originally Posted by Raydal View Post

        There are so many legitimate ways of instilling urgency than resorting to deception.
        Absolutely....

        I had a client [they had a brain snap, wrote desperate letter and did a broadcast email on a weekend] that sent a mailing using a scarcity tactic trying to fill two available consultation spots on a specific day between the weekend and a public holiday two days later.

        They are in a surgical business where the usual procedure (sale) is over 24K

        The CEO forwarded me the responses where several prospects totally objected to the idea that they could be pushed towards making a booking to discuss a medical procedure.

        There was a large number of opt-outs from that one mailing

        These prospects cost well into the several hundreds to attract per lead.

        The added pain for my client was not only the loss of business but the additional sharing of the bad practice by the disgruntled prospects.

        They learned pretty quickly that using scarcity in the fashion they did was not a good idea.

        They only really had to look at their own business data to see that the usual client did not convert for at least 14 months...unless they were diagnosed with a co-morbid condition that required immediate action.
        {{ DiscussionBoard.errors[10375458].message }}
  • Profile picture of the author BudaBrit
    I'm just about to start taking on outside clients again, so this is a real thing for me.

    TBH, I am just going to be completely honest. I work full time in an agency, I have a young family, so I only have limited time.

    As such, that time is valuable to me.

    End.

    Luckily for me, that means I have built in scarcity.
    {{ DiscussionBoard.errors[10389869].message }}
    • Profile picture of the author Raydal
      Originally Posted by BudaBrit View Post

      TBH, I am just going to be completely honest. I work full time in an agency, I have a young family, so I only have limited time.
      In your case it's not false scarcity. And if you give a reason why your time
      is scarce then you'll do even better.

      -Ray Edwards
      Signature
      The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
      {{ DiscussionBoard.errors[10389996].message }}
      • Profile picture of the author Big Squid
        It does come down to honesty. I believe if you are going to be dishonest in the sale (even in copy) then you'll probably, at some point, be dishonest in the customer relationship.

        I was going to buy a wordpress theme recently. I wanted it. I liked it. I found value in it. But...the seller used false scarcity. So I walked away (figuratively) and didn't buy it.

        The thing is, it's so simple to create REAL scarcity. Why the false scarcity bs?
        {{ DiscussionBoard.errors[10404726].message }}
        • Profile picture of the author Raydal
          Originally Posted by Big Squid View Post

          It does come down to honesty. I believe if you are going to be dishonest in the sale (even in copy) then you'll probably, at some point, be dishonest in the customer relationship.
          And that's the biggie. If I have to lie to you to get the sale then when will I stop
          lying in the relationship? I could never forget JK who sold resale rights to his
          lists and said he would keep it at 25 licenses. Then a TON of Warriors bought
          and realize there had to be more than 25 licenses that were sold. He was called
          out publicly and lost what could have been a stellar marketing career.

          -Ray Edwards
          Signature
          The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
          {{ DiscussionBoard.errors[10404900].message }}

Trending Topics