21 {{ upvoteCount | shortNum }}
21 {{ upvoteCount | shortNum }}

Sincerity is the New Hype

by Mark Pescetti
16 replies
“May You Live in Interesting Times”

And we most certainly do live in interesting times.

Today’s marketing environment is a different reality than it was just 5 years ago.

Because there are so many people inundating virtually every niche with what usually amounts to half-hazard attempts to milk an audience out of their cash.

I stated the last sentence with a negative tone to make a point, which is:

Even when sales copy is done well and done right, a crappy product is still a crappy product.

The point?

You can’t sincerely sell something… if you don’t believe it’s truly of immense value.

In other words…

Just because you can sell something doesn’t mean you should.

But it’s the very fact that so many marketers (and wannapreneurs) are pimpin’ out nonsense that makes it so, well, intimidating for newbie entrepreneurs with real solutions to make a dent.

“How do you overcome all the well-done hype out there” a new client asked me yesterday.

And while I wholeheartedly agree with the timeless advice and insights that are freely given on this forum by some of the greatest minds in the copywriting business today…

…I would also like to stress the extreme consequence of always coming from a sincere standpoint.

You see…

I was fortunate enough to be naïve when I started playing the online copywriting and marketing game.

I created my own products and put them out there, while accidentally following some of the most essential rules of salesmanship that I never knew existed… at that point.

I was naturally aware that:

  • I needed to create an original brand identity and lingo.
  • I had to plainly communicate the intentions behind what I originated (the benefits.)
  • It was essential to audaciously establish myself as the authority.
  • I should give as much free information as I could, without invalidating the reader’s desire to buy my ebooks.
It worked.

I continue to reap the financial rewards of all my past work every single day.

And the reason I continue being more and more successful is…

…I was/am sincere in my desire to market products that I know are certifiable solutions.

Because when I do that, I can authentically represent the benefits without coming across like I’m expressing empty hype.

Just so we’re clear:

I’m not invalidating all the wonderful information being offered by all different walks of copywriting genius…

…I’m simply saying that when you KNOW what you’re giving people the opportunity to buy is absolutely amazing, come from that confidence in your copy.

Why?

Well, what makes these times interesting, from a marketing perspective, is that so much empty hype does exist out there – on & offline… more than ever!

So when prospects come across something that FEELS genuine to them, it sticks out like a sore thumb – in a good way.

There are tons of opportunities for new entrepreneurs to make a fantastic online-based living.

My advice in a nutshell:

Just be sincere.

Yes, use the tricks of the trade.

But be sincere in the tone, approach and voice you use in your copy.

Magic WILL happen when you can resist trying to be someone else…

…And just be you.

Mark

P.S. When you know your value, don't be afraid to plainly state it. The riches you want (and deserve) are yours for the taking when you take inspired-action - that comes from your sincere desire to help AND make money! Go out there and get what's yours!
#hype #sincerity
  • Profile picture of the author Viramara
    The hype in sales letters are basically triggers an emotion in readers that they can have the world with such a "low" $$$. They play with our fear, our wishes for money, status, and survival etc....they are used because they're proven time to time, again and again, to convert best. If majority of customers out there are like you and me, easily sniffing the wolf hiding amid the sheeps, and turned off seeing those hypes....that's when the table will turn around

    but yes, sincerity will win you the long term customers than hypes and lies....but people's "attraction" to fantastic claims sometimes are just, a law of nature.
    {{ DiscussionBoard.errors[5713310].message }}
    • Profile picture of the author Mark Pescetti
      Originally Posted by Viramara View Post

      but people's "attraction" to fantastic claims sometimes are just, a law of nature.
      There's absolutely nothing insincere about triggering the fears that your target audience harbors or having an "oh my god" tone in the picture you paint to inspire the sale.

      As I always tell my clients:

      "Everything we can do, in our integrity, to get your solution in the hands of your target audience only helps them...

      ...And when you write from your deep sincerity and desire to enhance people's quality of life (with your product or service), what might normally appear as hype comes across as preaching to the choir."

      That being said...

      The most important aspect to creating a successful sales campaign is being completely accurate in the emotions you're targeting.

      Here's the rub:

      The feelings (or moods) you convey to elicit those emotions are a matter of personal taste.

      For instance...

      Let's say you post a sales letter on here that's attempting to sell your ebook about "how to attract your soul-mate."

      You're going to observe a whole host of perspectives, approaches, stories and emotional triggers from copywriters here to accomplish your goals.

      Some people might say, "you should focus on beautifying yourself."

      Others might insist that "you work on the way you think to attract your true soul-mate."

      Is one more right than the other...

      ...Or will sell to your target audience better?

      Maybe.

      But it's all a matter of personal conjecture.

      At the end of the day...

      You need to ask yourself what your own unique stories and perspectives are about how to attract your soul-mate and communicate those aspects with sincerity and confidence.

      Sure...

      You can still target things like people's fear for being alone or staying in unhealthy relationships, but because your ultimate goal is to get your ebook into the hands of people who genuinely benefit from your solution...

      ...None of it will come across as hype.

      Mark Pescetti
      Signature

      Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More

      {{ DiscussionBoard.errors[5713996].message }}
  • Profile picture of the author RickDuris
    Originally Posted by Reflection Marketing View Post

    But be sincere in the tone, approach and voice you use in your copy.
    A wonderfully insightful blog post on finding your voice as a writer.

    Writing Wednesdays: The Writer’s Voice

    In my case, I want to write with the voice of my Client.

    - Rick Duris
    Signature
    {{ DiscussionBoard.errors[5714853].message }}
  • Profile picture of the author aderra
    Banned
    I'd love to think that sincerity sells. Unfortunately, I think it's just the opposite if you're talking about the masses. It's unreal how many people will accept something as fact because they hear it a couple of times or see it in print.

    Lots of people have a "win the lottery" mindset. Those sales letters look like their ticket to financial freedom. This might be dimestore psychology, but I think that people believe what makes their life the easiest. And it's a lot easier to think that you can work a couple of hours a day and be a millionaire in a few months.
    {{ DiscussionBoard.errors[5715536].message }}
    • Profile picture of the author Mark Pescetti
      Originally Posted by aderra View Post

      I'd love to think that sincerity sells. Unfortunately, I think it's just the opposite if you're talking about the masses. It's unreal how many people will accept something as fact because they hear it a couple of times or see it in print.

      Lots of people have a "win the lottery" mindset. Those sales letters look like their ticket to financial freedom. This might be dimestore psychology, but I think that people believe what makes their life the easiest. And it's a lot easier to think that you can work a couple of hours a day and be a millionaire in a few months.
      I agree with you 100%.

      I've used McDonalds as an example here in the past where their marketing is so effective at covering up the fact that they're selling poison that sometimes I want a Big Mac...

      ...And I don't even eat meat.

      That being said...

      I'm NOT saying everything is all sunshine and roses.

      However...

      If you're a copywriter, you do have the option of ONLY working with high-quality people, products and services.

      They are plenty of them out there.

      Likewise...

      If you're selling your own products and services, you should hold yourself to a higher standard than everyone else and make sure you're bringing the very best stuff to market as possible.

      Nobody forces anyone to sell crap or nonsense.

      Mark
      Signature

      Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More

      {{ DiscussionBoard.errors[5715571].message }}
  • Profile picture of the author daveshu
    Originally Posted by Reflection Marketing View Post

    I REALLY don't want to even respond to this because your energy makes me wan to puke...

    ...But quickly, triggering people's fear doesn't have to be insincere.

    If you're coming from the right intentions and your desire is to sincerely help people with your product or service, then hitting their triggers is just a way to make them pay attention and take action.

    Everything else you said (in the tone you used) is just inappropriate and immature.

    Mark

    P.S. My initial response to your post was you must be attracting clients who aren't selling authentic solutions... because is something is truly awesome, than animating all the possibilities and hitting the necessary triggers should totally be natural.

    P.P.S. Rick Duris contributes a lot of awesome information on this forum. Attacking him reveals a total lack of character on your part.
    What? The energy of truth you mean?

    If you sincerely want to help people, and you sincerely believe that the product will help people, then just sell the product on it's own merits, you don't have to rely on the idea of trying to make people take action because you frighten them, that's just a below the belt charlatans way to sell junk to people, junk they don't really need.

    What do you mean I must be attracting clients who aren't selling authentic solutions? You're the one who's trying to trick people into buying, not me.

    I doubt you've ever sold a "truly awesome" product in your life, but I bet you've promoted plenty of crap as being "awesome" "life changing" and all the rest of the meaningless plaudits, products that will "generate income almost overnight," "let you give up your day job," blah blah blahty blah.

    As for Rick - have you seen his work and listened to him?

    You can't have.

    You're all stuck in the Internet Marketers ways of trying to trick people into buying junk with false promises, and you have no concept of dealing with or connecting to real people to sell genuine products in a meaningful way.

    You should stop and think about this and about how you conduct yourself and whether you really are doing the people who read your copy justice - and be truthful to yourself.

    Tell us what exactly are the last 3 products you've sold, and let us see how "sincerely great and awesome" they are.
    Signature

    {{ DiscussionBoard.errors[5715949].message }}
    • Profile picture of the author Mark Pescetti
      Originally Posted by daveshu View Post

      What? The energy of truth you mean?

      If you sincerely want to help people, and you sincerely believe that the product will help people, then just sell the product on it's own merits, you don't have to rely on the idea of trying to make people take action because you frighten them, that's just a below the belt charlatans way to sell junk to people, junk they don't really need.

      What do you mean I must be attracting clients who aren't selling authentic solutions? You're the one who's trying to trick people into buying, not me.

      I doubt you've ever sold a "truly awesome" product in your life, but I bet you've promoted plenty of crap as being "awesome" "life changing" and all the rest of the meaningless plaudits, products that will "generate income almost overnight," "let you give up your day job," blah blah blahty blah.

      As for Rick - have you seen his work and listened to him?

      You can't have.

      You're all stuck in the Internet Marketers ways of trying to trick people into buying junk with false promises, and you have no concept of dealing with or connecting to real people to sell genuine products in a meaningful way.

      You should stop and think about this and about how you conduct yourself and whether you really are doing the people who read your copy justice - and be truthful to yourself.

      Tell us what exactly are the last 3 products you've sold, and let us see how "sincerely great and awesome" they are.
      Oy! Great job making assumptions. Classy.

      Forgive me... I have to get back to scamming people.
      Signature

      Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More

      {{ DiscussionBoard.errors[5716296].message }}
    • Profile picture of the author Grain
      Actually, both sides need to take a step
      back for a while. Mark, Rick Duris and
      Dave all have a point. Now I'm not
      trying to patronize or anything and
      here's why I think so...

      I strongly believe that the "mood" of
      the consumers in a market goes in
      cycles. In one part of the cycle, people
      are hyped up by a new perspective or
      solution, and the consumers jump on
      them like they're cereal.

      The other part of the cycle... Well, the
      people who are sickened and educated
      by low quality purchases. Which
      happens to be highly sighted in highly
      competitively marketed niches like in
      internet marketing.

      We can target both the new flood of
      consumers coming in... As well as the
      people who are plain sick of the false
      hype.

      In most markets, the "skeptical" people
      make up very little of the whole
      buying population. It's different from
      markets like "make money online"
      where there are a huge amount of
      repeat buyers of different alternatives.

      In most cases, people are just looking
      for the easiest, fastest, most effective
      way to solve urgent needs. That's a
      point where dave is not wrong at all.

      Sincerity is also not a bad thing, esp
      for markets like the automobile
      industry or forex... Or making money
      online. Sets a contrast from the rest of
      the pitches, instantly tripping the
      "sales pitch detector" installed in
      skeptical minds.
      Signature

      Kind Regards,
      Grain.

      {{ DiscussionBoard.errors[5716361].message }}
  • Profile picture of the author RickDuris
    daveshu,

    When it comes to selling things on their merits as you suggest, I agree 1000%. That's one of the most important reasons for copywriting/marketing research.

    Uncovering those merits in a way that resonates with the market is what copywriters do.

    I believe one of the reasons for hyperbole, is people are unwilling to do or pay for the research. To find the little-known or under-appreciated benefits of a product or service. Or to put into language a prospect would understand and take action on.

    Whenever I see hyperbole, I just think the copywriter didn't dig deep enough.

    For instance, take a look at these words and phrases:

    Say what? 10 meaningless sales terms - Yahoo! Small Business Advisor

    Those phrases are corporate-speak. You'll notice the author of the piece encourages people to further define what's to be expected.

    ----

    As for being sincere?

    About 10 years ago, personal development speaker Brain Tracy shared with me what the word sincere meant.

    It's true meaning is "without wax." Sin = without, cere = wax.

    In ancient times, unscrupulous sculptors of the day would coat their statues with wax so they would fetch a higher price. Applying hot wax would give a statue a glossy, beautiful finish as well as hide any blemishes.

    But unfortunately for them, the wax would melt in the sunlight. Once the market realized what was happening, customers demanded statues be "sincere."

    These kinds of insincere tricks (as you call them) go on everyday, regardless of market. Apples and cucumbers are coated with wax. Eggs are dyed white. Meat is packaged with carbon monoxide gas so that it stays red and looks "fresh" longer.

    Again, I agree with you, daveshu.

    - Rick Duris

    PS: With regards to my voice: It is my voice and I'm keeping it.
    Signature
    {{ DiscussionBoard.errors[5717128].message }}
  • Profile picture of the author daveshu
    Lol - very good rick, not intending to upset you
    Signature

    {{ DiscussionBoard.errors[5720630].message }}
  • Profile picture of the author stevenfabian
    True indeed. While short term hype may bring you short term benefits, you can't build a true, long-term business on false promises.

    Well said, thanks,
    Edward
    Signature
    No agenda here...
    {{ DiscussionBoard.errors[5799091].message }}
  • Profile picture of the author alfid
    Hi Reflection Marketing, you are right: "marketing environment is a different reality than it was just 5 years ago."
    I know some people is using "Auto Writter Softwares" to get articles, so this bussiness is loosing a lot of money.

    What do you thing about that?
    {{ DiscussionBoard.errors[5827740].message }}
    • Profile picture of the author JakeDaly
      As a copywriter that writes primarily outside of the IM niche, my copy has always been sincere. It has to be, or I'd look like an asshole.
      {{ DiscussionBoard.errors[5828369].message }}
  • Profile picture of the author momtraders
    mark, i sent you an email via your website, but not sure if you got it or not?
    please let me know.
    {{ DiscussionBoard.errors[5828447].message }}
    • Profile picture of the author Mark Pescetti
      Originally Posted by momtraders View Post

      mark, i sent you an email via your website, but not sure if you got it or not?
      please let me know.
      Nope...

      mark@reflectionmarketing.com
      Signature

      Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More

      {{ DiscussionBoard.errors[5829406].message }}
  • Profile picture of the author jessiepadgal
    Excellent points. We'd all do well to avoid sliminess in our marketing!
    Signature
    Exclusive iPad PLR: join my mailing list.
    {{ DiscussionBoard.errors[5829489].message }}

Trending Topics