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Linda Called This The Best Tip Of The Day...

by max5ty
17 replies
There's only a few people in this world that give a shit about your success.

I mean really care.

Sure, there are those that want to sell you something to make you successful. They'll promise you a lot...all you need to do is tap the buy button.

Your family might care. Then again, maybe they think you're crazy for doing what you're doing.

Talked to a homeless guy a couple weeks ago. Said he was 22, and lived in the woods. Asked him why he didn't go to his parents...said they kicked him out and nobody else cared.

I care about you and your success.

May I send you a free book that will help you be successful?

Click

Did you click? Didn't take a lot of hype did it?

You say Max, I just clicked because it was part of the post.

Guess what? It works no matter what..and I'll tell you why in a minute.

We're an over hyped, over bull shitted industry. It's a race to hype...a race to over the top claims and headlines that pluck your eyeballs out and leave you...

May I offer another suggestion?

Cause you can’t starve us out and you can’t make us run
Cuz we're them old boys raised on shotgun
And we say grace and we say Ma’am
And if you ain’t into that we don’t give a damn

We’re from North California and south Alabama
And little towns all around this land
And we can skin a buck; we can run a trot-line...

Whether you come from the city, the country or on the other side of the world, people are still just everyday ordinary people. We don't live hyped lives. We may have dreams of hitting the big time...but til then we're still just us.

Who in the hell came up with the idea we needed hype to sell? Sure, you can sell some through hype, but have you ever considered that hype isn't what most are all about?

You can sell more when you relate to people on their ordinary terms.

What goes viral?

A baby doing a dance...a cat walking a wire...a guy on a motorcycle hitting a cow...

normal stuff that happens without a big plan to create hype.

Here's my point: People can smell fake...and it doesn't get you or your hype far. Normal works every time. You'll see your sales soar, your opt ins skyrocket when you politely ask for their business.

"May I send you this free report?"

"May I send you the first two chapters free?"

"May I send you..."

Some of biggest sales letters in the world use this principal.

Compare this to: Get this free report now. Enter your email for a free report...etc.

Want my business? Just ask politely.

Thanks Linda.
#called #day #linda #tip
  • Profile picture of the author jimbo13
    Originally Posted by max5ty View Post

    Who in the hell came up with the idea we needed hype to sell?
    Americans?

    Dan
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    • Profile picture of the author max5ty
      Originally Posted by jimbo13 View Post

      Americans?

      Dan
      LOL...

      We do lead the world in just about everything...but I really was referring to the marketing/copywriting industry and what concepts led us in that direction.

      Some may not get the message in my post, but it was meant to say we're in a new era. The new way to sell is by being more open.

      If I get time later, I'll post some of the DM pieces that do what I'm talking about. They're using methods that are beating all the current controls.
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      • Profile picture of the author jimbo13
        Max5ty

        I was being a little facetious.

        Dan
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        • Profile picture of the author max5ty
          Originally Posted by jimbo13 View Post

          Max5ty

          I was being a little facetious.

          Dan
          Kind of figured you were :p

          The principle I was talking about in my post had one of your top copywriters from England writing his first ever testimonial to another copywriter saying what a great concept the DM piece used.
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  • Profile picture of the author Mark Pescetti
    Originally Posted by max5ty View Post


    I care about you and your success.

    May I send you a free book that will help you be successful?
    You mean plain old human decency still has a place in marketing?

    I agree.

    Just ask.

    Maybe this is as good as time as any to press that reset button on the hype and start over with the basics.

    It would kind of stand out these days.

    Originally Posted by max5ty View Post

    Who in the hell came up with the idea we needed hype to sell? Sure, you can sell some through hype, but have you ever considered that hype isn't what most are all about?

    You can sell more when you relate to people on their ordinary terms.

    What goes viral?

    A baby doing a dance...a cat walking a wire...a guy on a motorcycle hitting a cow...

    normal stuff that happens without a big plan to create hype.

    Here's my point: People can smell fake...and it doesn't get you or your hype far. Normal works every time. You'll see your sales soar, your opt ins skyrocket when you politely ask for their business.

    "May I send you this free report?"

    "May I send you the first two chapters free?"

    "May I send you..."

    Some of biggest sales letters in the world use this principal.

    Compare this to: Get this free report now. Enter your email for a free report...etc.

    Want my business? Just ask politely.

    Thanks Linda.
    Who came up with the idea that we need hype to sell?

    Marketers.

    Makes you wonder...

    Who's selling whom?

    Mark
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    • Profile picture of the author max5ty
      Originally Posted by Mark Pescetti View Post

      You mean plain old human decency still has a place in marketing?

      I agree.

      Just ask.

      Maybe this is as good as time as any to press that reset button on the hype and start over with the basics.

      It would kind of stand out these days.



      Who came up with the idea that we need hype to sell?

      Marketers.

      Makes you wonder...

      Who's selling whom?

      Mark
      You know Mark...

      there was a list that came out some time ago about the best copywriters...

      don't know if you were on it, but you should have been.

      You're one of the very few that I think gets it when it comes to marketing/copywriting.

      I've read some of your stuff. Only thing I would suggest is that you get more bold sometimes with things. You've got it in you.

      Thanks for your comment.
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  • Profile picture of the author max5ty
    Not a real big country fan, but here's the video to the song I mentioned...

    Not a big country guy...and it's not usually something I listen to in my Bentley when I'm cruisin down the road...

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  • Profile picture of the author Steve The Copywriter
    Thankfully in good old Blighty hype tends send the response meter into a backwards somersault.

    And it falls flat on it's ass.

    I rarely if ever use hypey headlines or hyped up copy - because when you test it with non hype.

    Hypeless wins by a country mile.


    From time to time I read through my (been collected for decades) swipe file - the letter B is deliberately put in a different folder.

    By the time my head is shot to hell with the screaming and howling copy...

    I press B.

    Then my collection of Mr Bencivenga's epic works spring to life (crafted without any hype).

    They probably sold more products than anyone elses.


    Steve
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  • Profile picture of the author Raymond Duke
    I found that email to be hype.

    Was it supposed to be ironic?
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    • Profile picture of the author ewenmack
      Recently I wrote a piece for a guy who sells his service to others
      in business.

      It ran on his website.

      It started out with...

      "I'm thinking about you.

      What you would want to know.

      About you wanting to make the right choice in your purchase.

      Whether you fully know the implications of making a wrong choice.

      etc."

      It's very personal and demonstrates the depth of thought
      which has gone into doing the right thing for him/her.

      It immediately connects with what the prospect is thinking.

      So yeah, you don't need 69 ways to say you are the best.

      Best,
      Ewen
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  • Profile picture of the author CopyMonster
    May I say... I'm with Raymond.

    Seems to be a lot of hype about not using hype.

    Coulda just said "I don't need hype. Just tell me what you've got and why I need it."

    The song that came to my mind was:
    I want somebody who will spend some time
    Not come and go in a heated rush
    I want somebody who will understand
    When it comes to love, I want a slow hand...

    Here's what I've observed. Hype sells. No-hype sells. Just depends on the market.

    No, you don't need hype. But a little or a lot can help depending on WHO you're selling to.

    @Raymond: What's even more ironic is that it comes from someone who feels it necessary to mention his choice of ride in every 2 or 3 posts. And in this case another track flicks to mind... the immortal words of Flavor Flav, Chuck D n DJ Lord...

    Signature
    Scary good...
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    • Profile picture of the author max5ty
      Originally Posted by CopyMonster View Post


      @Raymond: What's even more ironic is that it comes from someone who feels it necessary to mention his choice of ride in every 2 or 3 posts. And in this case another track flicks to mind... the immortal words of Flavor Flav, Chuck D n DJ Lord...
      GASP!!!.......well I've never.......
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  • Profile picture of the author shawnlebrun
    In my eyes... hype is nothing more than making an exaggerated claim without backing it up at all... without any proof.

    That's why when I find myself writing a sentence that may SEEM like hype... if I write something where my prospect may be thinking "yeah, right"... I'll immediately try to add a proof element at the end of the sentence or the very next one.

    So, where most marketers simply rely on hype like "my program can make you rich..." and they stop there.

    You can always say "my program can make you rich... like it has for Joe Schmo. As you can see from Joe's recent checks, he made $34,000 last month. And if you take a look at what Mary said about the program in her testimonial video... you'll see that she's made $43,000 this month"

    I've seen many successful writers use what others may call "hype" in their copy... but the difference is.... they write a sentence that may be perceived as hype and immediately back it up with a ton of proof.

    While most marketers just, well, spew hype with no proof. To me, that's what hype is... it's a claim without proof.

    So, if you want to automatically lower your hype... just overwhelm with real proof.

    And simply enough, most pro writers can just "feel" when their writing is "hypey" or over the top... it just "feels" icky.
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    • Profile picture of the author Raymond Duke
      Originally Posted by shawnlebrun View Post

      In my eyes... hype is nothing more than making an exaggerated claim without backing it up at all... without any proof.

      That's why when I find myself writing a sentence that may SEEM like hype... if I write something where my prospect may be thinking "yeah, right"... I'll immediately try to add a proof element at the end of the sentence or the very next one.

      So, where most marketers simply rely on hype like "my program can make you rich..." and they stop there.

      You can always say "my program can make you rich... like it has for Joe Schmo. As you can see from Joe's recent checks, he made $34,000 last month. And if you take a look at what Mary said about the program in her testimonial video... you'll see that she's made $43,000 this month"

      I've seen many successful writers use what others may call "hype" in their copy... but the difference is.... they write a sentence that may be perceived as hype and immediately back it up with a ton of proof.

      While most marketers just, well, spew hype with no proof. To me, that's what hype is... it's a claim without proof.

      So, if you want to automatically lower your hype... just overwhelm with real proof.

      And simply enough, most pro writers can just "feel" when their writing is "hypey" or over the top... it just "feels" icky.
      I get what you're saying. Essentially you're saying what I also believe: good copy is a careful balance between appealing to emotion and intellect. If you have too much emotion (i.e., this will make you rich! I care about YOU! We're in this together!) and not enough intellect (showing proof, teaching something new to someone for free, having videos of you helping people), then it falls into the hype category.

      Essentially what it comes down to is something I've been thinking about lately: a lot of marketers are scared. They're scared to attach their name to things, so they use nicknames. They are scared to talk to customers, so they ask where they can find pre-written testimonials, or offer to pay people to write testimonials for them. They are scared to show their faces, so they use cartoons or hire voice actors.

      There is too much fear that exists in internet marketing. That's why when some "guru" shows him or herself on cam, they are looked to as some kind of expert.

      To bring this back on topic, hype is nothing more than walking with crutches. It's okay to use a crutch from time to time, but you also have to show people you are willing to run.*

      *I do not intend to offend people that use crutches! I think you all know the underlying message here.
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  • Profile picture of the author kash21
    Interesting post, gave me food for thought.
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  • Profile picture of the author ECTally
    Really good stuff this, Max.
    You're one of the reasons why I keep coming back here.

    ps: Just so we're clear, I am not hitting on you.
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  • Profile picture of the author Rhino99
    I come from a B2B copywriting background and the only real times I've felt the need to ramp up the superlatives is when writing for the IM niche - just because I get the impression that's what works, more than anything. My B2B clients are always keen to appear ethical and responsible to win their customers' trust. They dont want to say anything that could harm their brand or reputation. As some of the other posters mention, maybe it's wise to use approach this in whatever niche you're writing for. In this hyperconnected world we find ourselves in, if you make exaggerated or false claims you're only a Twitter update away from a public backlash. Nobody likes to buy something and feel they've been tricked by hypey sales copy, particularly when the product is lousy.
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    www.copywriterscrucible.com

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