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I hate blind ad copy. And so do you. So why does it sell?

by Cataclysm1987
19 replies
I guess I probably already know the answer to this question when I really think about it, but it still begs to be asked.

You know these sales pages.

Heck, I've even bought a few. Takes some courage to admit that.

But what exactly is it that makes a sales page that gives you little to no actual information about the product itself sell so freaking well?

I mean, I can understand leaving a few things up to mystery as sort of a leave it to the imagination after you buy it you will know what the product is like kind of thing with certain intimate details and aspects of the product, but really? An entire sales page knowing just about nothing about the product?

I have a rule with blind ad copy.

I don't buy it. No matter how good it looks.

But here's why I think it sells:

1. It focuses on the buyer instead of the product. People want to hear a story that shows them what this product can do, not what it is. It appeals to results oriented marketing and gives the visitor a sense that the product is focused on them.

2. It adds an element of mystery. People don't know what it is. It drives them crazy! Have you ever bought a WSO just to see what the heck it is?! Argh! Sometimes you've just got to know.

3. People are dumb. Yeah, there, I said it! If everyone were smart and well motivated to succeed, noobs would stop looking for the magical make money online button that doesn't exist and start making someone other than the "gurus" money.

So what do you think? Why does blind ad copy sell so frickin well?
#blind #copy #hate #sell
  • Profile picture of the author Zentech
    In my opinion, it's because in the IM niche (in particular), a lot of people don't even really want to know what the product is. They may think they want to know what it is, but they really don't - because finding out the specifics of an offer has a way of deflating daydreams.

    In the IM niche especially, daydreams are really what is being sold. You don't need to know what the product actually is to buy a dream. You only need to know what the dream is, and how you can get it. And how do you do that? By clicking the order button and paying $97, of course.

    Other copywriters here will undoubtedly have good answers for you as well, from a totally different perspective. But this is how I see a big part of it, ugly as it may be.
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    • Profile picture of the author wtatlas
      Originally Posted by Zentech View Post

      In my opinion, it's because in the IM niche (in particular), a lot of people don't even really want to know what the product is. They may think they want to know what it is, but they really don't - because finding out the specifics of an offer has a way of deflating daydreams.

      In the IM niche especially, daydreams are really what is being sold. You don't need to know what the product actually is to buy a dream. You only need to know what the dream is, and how you can get it. And how do you do that? By clicking the order button and paying $97, of course.

      Other copywriters here will undoubtedly have good answers for you as well, from a totally different perspective. But this is how I see a big part of it, ugly as it may be.
      This is very well put. In the days before I "woke up" I would buy products which had sales copy offering the world in exchange for a mouse click or two.

      I got to the point where I would put off reading the information that I had purchased because I was afraid that the reality of the content would shatter the dream that the sales copy had created.

      So yes, I'm afraid that "blind" copy will continue to sell well because it works.
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  • Profile picture of the author PaulMartinezCopywriting
    Originally Posted by Cataclysm1987 View Post

    I guess I probably already know the answer to this question when I really think about it, but it still begs to be asked.

    You know these sales pages.

    Heck, I've even bought a few. Takes some courage to admit that.

    But what exactly is it that makes a sales page that gives you little to no actual information about the product itself sell so freaking well?

    I mean, I can understand leaving a few things up to mystery as sort of a leave it to the imagination after you buy it you will know what the product is like kind of thing with certain intimate details and aspects of the product, but really? An entire sales page knowing just about nothing about the product?

    I have a rule with ad copy.

    I don't buy it. No matter how good it looks.

    But here's why I think it sells:

    1. It focuses on the buyer instead of the product. People want to hear a story that shows them what this product can do, not what it is. It appeals to results oriented marketing and gives the visitor a sense that the product is focused on them.

    2. It adds an element of mystery. People don't know what it is. It drives them crazy! Have you ever bought a WSO just to see what the heck it is?! Argh! Sometimes you've just got to know.

    3. People are dumb. Yeah, there, I said it! If everyone were smart and well motivated to succeed, noobs would stop looking for the magical make money online button that doesn't exist and start making someone other than the "gurus" money.

    So what do you think? Why does blind ad copy sell so frickin well?

    The first 2 are 100% true. Focusing on the "you" element--with clear benefits and by hitting the market's emotional hot buttons--is key to writing good copy.

    And mystery is important too. Teasing the reader is also a time-honored sales tactic, particularly with information products. And it's nothing new--Mel Martin created "fascination" bullets back in the 60s, and he sold millions of dollars worth of how-to books.

    The third isn't quite accurate, and harsh. Because the fact is we're all stupid about something. We ALL want an easy fix to our problems. At the very least, we want someone to draw up a map and point us in the right direction.

    Thinking your market is full of idiots is dangerous, too. Why? Because that attitude will come through in your copy. You'll turn off a lot of people. And making people feel dumb is the fastest way to piss them off.

    Yes, you'll snag some newbies. But you won't have a sustainable business, because your return rates will likely be sky-high. And your repeat business will be almost zero.
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    • Profile picture of the author Kevin Rogers
      This is a smart question.

      The answer is pretty simple, but the implications can be devastating.

      As we all know, people buy for emotional reasons, then back it up with logic.

      Blind ads, as someone pointed out, do a good job of mashing our emotional hot buttons.

      But the reason we, as copywriters, need to arm our prospects with logic is to quiet that nagging remorse that creeps in after the "gotta have it" endorphin rush subsides. And to supply a rebuttal for the azzhole brother-in-law that calls him an idiot for buying.

      With blind emotion copy, the second half of that equation appears to be missing. Where's the logic if we don't even know what the hell the product is?

      It's no surprise many products in the blind copy trend are experiencing sky-high refund rates of 40%-50%. The poor quality of product plays a role with some, but the logic void certainly doesn't help.

      There may be an urge to blame the market, but I've seen instances of transparent copy competing well in that niche and keeping refunds well below 20%.

      It comes down to what your long-term plans are in this business.

      If you're only goal is to suck every dime of pocket change out the market until there's nothing left, then blind copy should do it.

      If you're interested in attracting loyal customers who will pay you well -- over and over again -- to share your hard-won knowledge, then you'll need to step out in front and take responsibility.

      There's always going to be people making both choices, you've gotta do what makes sense for you.
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      • Profile picture of the author Marc Rodill
        First of all, Kevin, Zentech, thanks for your reply to the OP. That was a really good answer. It shows how we can sell more, to the same people, more often, stay trustworthy, and keep our integrity at the same time. I appreciate the well thought out response.

        OK, maybe to add to the discussion, up for grabs I had a question about what Kevin said here:

        Originally Posted by Kevin Rogers View Post

        But the reason we copywriters need to arm our prospects with logic is to quiet that nagging remorse that creeps in after the "gotta have it" endorphin rush subsides. And to supply a rebuttal for the azzhole brother-in-law that calls him an idiot for buying.

        With blind emotion copy, the second half of that equation appears to be missing. Where's the logic if we don't even know what the hell the product is?
        I understand the concept of "protecting" your customer from the Negative Nancy's and the ne'er-do-wells, but what kind of logic do you think we can we arm them with, specifically? That we can't give them in a blind offer?

        I know when it comes to a purchase, usually the type of logic we supply in an offer is along the lines of:

        1) it's on sale. I'll get "X" off my purchase, it's worth more, a bargain, etc.
        2) it comes with such and such bonuses and aids that I've been looking for, and,
        3) if I do "X" I'll get "Y"... and this will help me do it, and get results, in a shorter period of time.

        Or something like that. But then, couldn't you do all that "blind" so to speak?

        So, can you expand on other "types of logic" you can supply your prospect with in "transparent copy"... that "blind offers" tend to lack?

        (Or is that what you meant?)

        Thanks,

        Marc
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    • Profile picture of the author Cataclysm1987
      Originally Posted by PaulMartinezCopywriting View Post

      The third isn't quite accurate, and harsh. Because the fact is we're all stupid about something. We ALL want an easy fix to our problems. At the very least, we want someone to draw up a map and point us in the right direction.

      Thinking your market is full of idiots is dangerous, too. Why? Because that attitude will come through in your copy. You'll turn off a lot of people. And making people feel dumb is the fastest way to piss them off.

      Yes, you'll snag some newbies. But you won't have a sustainable business, because your return rates will likely be sky-high. And your repeat business will be almost zero.
      You think so?

      Perhaps the best way of describing this might not be to say stupid but rather ignorant.

      I know that doesn't sound much better, but until you've bought your first couple scammy blind sales copy products, it gets difficult for you to really understand the reality of the market you're in.

      And those are probably the people the sales copy is designed for. Those who just don't know and can't figure out what they want, but know the desire for results in their actions and just have no clue how to forge that into something fruitful.

      Either way, people not knowing better, call it whatever you will, is a great source of money for blind copy writers.
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      • Profile picture of the author Marc Rodill
        Originally Posted by Cataclysm1987 View Post

        You think so?

        Perhaps the best way of describing this might not be to say stupid but rather ignorant.

        I know that doesn't sound much better, but until you've bought your first couple scammy blind sales copy products, it gets difficult for you to really understand the reality of the market you're in.

        And those are probably the people the sales copy is designed for. Those who just don't know and can't figure out what they want, but know the desire for results in their actions and just have no clue how to forge that into something fruitful.

        Either way, people not knowing better, call it whatever you will, is a great source of money for blind copy writers.
        I know what you mean. Not stupid or ignorant really, although the last one is close. They might be lacking in knowledge, but they know success is possible. Therefore they're more like people who are lost in dark field of opportunity for the first time and don't really know which way to go, if the ground is rocky, if there are any thieves ahead, or where to hang their hat once they get there. Basically, they be new.
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        • Profile picture of the author Alex Cohen
          Gary Halbert said, "Curiosity is a stronger motivator than self-interest." (I may be paraphrasing, but that's the gist of what he said.)

          I'm not sure I agree, but one thing's for sure. The use of curiosity in sales copy can be a very strong persuasion tactic.

          Alex
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  • Profile picture of the author davemiz
    desperate market who buys everything + massive curiosity = blind offer
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  • Profile picture of the author methomas
    Hi,


    "An entire sales page knowing just about nothing about the product?

    I have a rule with ad copy.

    I don't buy it. No matter how good it looks."
    ================================================== ====

    I second the above statements but I don't buy anything in the IM market.

    M E
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  • Profile picture of the author Mike Schwenk
    It's been pointed out here on the forum already, but...

    If you want to see a good example of almost "pure" blind copy, Ben Settle's letter for his Grab Bag product is a fun read. Pretty much nothing but blind bullets.

    I would post the link, but it's kind of mute, considering he has taken it down for a re-launch later.

    -Mike
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    • Profile picture of the author The Copy Nazi
      Banned
      Originally Posted by Mike Schwenk View Post

      It's been pointed out here on the forum already, but...

      If you want to see a good example of almost "pure" blind copy, Ben Settle's letter for his Grab Bag product is a fun read. Pretty much nothing but blind bullets.

      I would post the link, but it's kind of mute, considering he has taken it down for a re-launch later.

      -Mike
      "Mute" means "can't talk". You mean "moot".
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      • Profile picture of the author Mike Schwenk
        Originally Posted by Metronicity View Post

        "Mute" means "can't talk". You mean "moot".
        Yeah, thought about it shortly after. I was hoping nobody would bother to call me on it.

        Should have known better.

        -Mike
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  • Profile picture of the author Nick Brighton
    Curiosity made us who we are today. We didn't evolve by sitting in the dark cave, waiting to die. We went out, hunted, wondered how to hunt better, then took a trip across several continents (migrating from Africa) for no other reason than to see what was waiting for us.

    Without curiosity, we'd all be African, with no penicillin, and dead before we hit our thirties.

    Curiosity is a major human driver. And when combined with all the other human drivers and secondary emotional triggers, you're practically blinded by reasons to buy (maybe that's why it's really called blind copy?!)
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    • Profile picture of the author Oxbloom
      Originally Posted by Nick Brighton View Post

      Curiosity made us who we are today. We didn't evolve by sitting in the dark cave, waiting to die. We went out, hunted, wondered how to hunt better, then took a trip across several continents (migrating from Africa) for no other reason than to see what was waiting for us.
      I don't think this paragraph would hold up to much biological or anthropological scrutiny.

      But I do agree that curiosity is a strong emotional trigger. As a smaller part of a greater, and more imperative impulse, IMO. But nonetheless.
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      • Profile picture of the author RickDuris
        I used to fish. A lot.

        I'd go into the bait and tackle shop. I tried all sorts of stuff. Most things to try out cost $2 or $3.

        Big deal.

        IMPULSE BUY.

        If it looked like it would work, I bought it. Tried it. Didn't look back. Didn't make anybody wrong if it didn't work. The problem coulda been me or the location.

        I just thought I'd try it. I try tons of stuff.

        Today a $7, $27 or $37 info-product online is an IMPULSE BUY. Plain and simple.

        If people feel cheated because it didn't work... oh well... move on. Big deal. I buy a HUNDRED of these products a year. Looking for the nuggets/pearls of wisdom and experience. 5% of of the stuff I buy is actually useful.

        Let me put it another way:

        When I was in software. Decades ago, I would buy ALL the books on a particular subject. Operating systems usually. Then I'd hole myself in a hotel room alone and read and ponder. Take notes.

        At least one book usually, I resonated with. The rest I left for trash. Didn't matter to me. Not one bit. That one book was worth all of them times ten.

        There's some GREAT products being promoted for $27 or $37 on CB. Things I would charge $2997 if I had my way.

        But who am I to argue? It's their business.

        I may be in the minority. But I can tell you I have partners who are absolutely rabid over certain elements of Internet marketing. Backlinking. Google Places. Facebook. Mobile. On and on and on.

        They are looking for "the slight edge."

        For me, everything marketing strategy or copywriting related is my "slight edge." Everything else I leave for them.

        The price these entrepreneurial folks charge is just the cost of doing business. And it's dirt cheap. Sure there are scammers, but there are MANY who wish to serve. And I admire.

        - Rick Duris
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        • Profile picture of the author Cataclysm1987
          Originally Posted by RickDuris View Post

          5% of of the stuff I buy is actually useful.
          Lol.

          If only there were a way to filter the rest out.
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          • Profile picture of the author RickDuris
            Originally Posted by Cataclysm1987 View Post

            Lol.

            If only there were a way to filter the rest out.
            Well, that's the thing I discovered. That 5% is buried in each product you buy. It's not the "1 product in 20 you buy" strategy. And that's what's very different than in my previous experience with software books.

            So basically what that means is you buy as much as you can afford and then quickly sort through the content till you hit a gem. And that gem will be worth multiples of what you paid for the software.

            There's also a nice side benefit.

            I get to experience of all these OTOs and see the marketing strategy and sales funnel behind. Frankly, just doing that pays for the product for me. Some people get annoyed. Me? I savor each step and critique it as I go along. You'd be surprised what you could learn.

            For me, it's more of a mindset really.

            I know it sounds like I'm throwing away money. And I probably am. But for me, it's a lot like fishing. I enjoy it.

            - Rick Duris
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  • Profile picture of the author Snow_Predator
    I have tested salespages where I have given my very BEST information, but they didn't convert for ****. On such pages people have spent a HUGE amount of time reading the salesletter, but they would NEVER go on to buy the product.

    I think the job of the salespage is to peak the curiosity, to motivate or seduce the reader into buying your product. THEN you overdeliver with your product for good karma, repeat custom and low refunds.
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