Why I buy lottery tickets -- and why you should care

[lisag]

I spend $2 per week on Power Ball Lottery tickets. That's $104 dollars per year. Not a lot of money to most but, if you subscribe to my theory that dollar bills are money trees that should be planted and nurtured so they will bear fruit, that's a lot of trees.

Why do I buy these tickets?

They give me the thrill of hope.

You see, I like how I earn my living. It still blows me away that I can wake up every morning, check my email, and find new writing projects waiting for me from clients around the world.

But let's face it -- $250 MILLION Dollars would be a life-changing event, that's for sure.

And since you can't win if you don't play, I buy a little bit of hope twice per week for a dollar a shot.

Hope that I can make my parents' senior years memorable ones.
Hope that I can do more for my children.
Hope that I can do more for my favorite charities.
Hope that my husband and I can make more of our dreams come true.

When I wake up on the morning after the number drawing, I'm excited. "Maybe today's the day..."

I check my numbers. "Nope, not today."

But there's always hope for the next drawing.

So why should you care?

People buy hope. Does your sales copy deliver hope to your readers?

Hope that they can become more beautiful?
Hope that they can stop being embarrassed by their complexion?
Hope that people will stop staring at them because of their weight?
Hope that they will become better public speakers?
Hope that they will attain great wealth?

If you're not delivering hope, you're losing sales.

That's all I'm saying.

[Lance K]

I knew you were a copywriter just from the title of this thread. Nice one.

Good sales lesson as well. Hope is indeed a powerful force.

[Success With Dany]

I prefer scratchers, you win more often, even if it's just free tickets or your money back.

[Kelly Verge]

Way back when I used to buy lottery tickets, I would buy one and carry it around in my wallet for a couple of months before checking the numbers.

As long as I carried it unchecked, it might be a winner. (As soon as I checked I knew it was a loser).

[R Hagel]

Lisa -- great message. Sell hopes and dreams. (People buy lawns... not grass seed.)

Kelly:

Originally Posted by Kelly Verge

As long as I carried it unchecked, it might be a winner. (As soon as I checked I knew it was a loser).

Typical IM'er -- buy a product and then you don't even open it.

Cheers,
Becky

[Scott Ames]

So many of us by dreams in a can. Weight loss, abs, clear skin, etc. The shelves of any store are full of promises and dreams. In the toy isle at Target my little boy's eyes are wide and his head filled with dreams by the images of fun on the packages. We do need to learn to get people to visualize and dream about what our product/s can do for them.

Have you ever been sucked in my copy that just makes you want to buy, then one word, one comment, one thought destroys the dream? I have. Almost bought {thing} but then realized it would probably just contain what I already know and sit on the shelf.

[Kenster]

Very powerful copywriting tip here. Thanks

[Ryan700]

Recently I did think about my lottery ticket purchases. Same numbers played for over the last 20 years. Hope! Yes! Never give up!
Another thought crossed my mind as well. I am also determined to make this thing work as well. Even if I did win the lottery I would still keep plugging away until I got it! How about you?

[CDarklock]

An economist friend of mine has a plan for total happiness that only costs $1 a day.

Every morning, go out and buy yourself a lottery ticket, then burn it.

That night, when you don't win, you will be so happy!

[empress9]

Hi Lisa...

I thank you for this thread/post. Just recently I had been considering doing some freelance article writing. Over the past couple of months I've been lucky enough to find some great resources at my local library that cater to freelance writing.

My biggest concern besides starting out on a small (ok, non-existent) budget, was how to create my own profile to entice potential clients. After looking over your copy writing profile, I feel that I can create my own article writing profile with confidence.

I know this post has nothing to do with buying lottery tickets but you sure have given me some hope! THANKS!

[ExRat]

Hi Lisa,

I realise your main point is about selling hope in your copy, and I agree. I'm also not criticising - everyone has the right to do things their own way.

But for me, I came from a childhood surrounded by 'lack' mentality, entitlement attitude and defeatism, so when I decided to become an entrepreneur, I had to work hard to overcome that conditioning and take responsibility for my own wealth.

Therefore, I felt that if I were to have that hope myself, that I might win a lot of money, (even if it was 0.0001% of my thoughts) then I couldn't say to myself honestly that I was 100% determined to achieve all of my aims purely through my own hands and work.

To me, lottery ticket purchasers still have an element of the consumer mindset, and when I come across that queue in the shop I wish that they could empower themselves to have 100% belief in their own ability to earn whatever they want in life.

I have also found that whenever wealth is gained without work and endeavour, it is always squandered. So it makes me think, 'what's the point?'

My entrepreneurial beginnings were also founded in home-study training by Robert G Allen, who espouses the 'every dollar is the seed of a money tree' principle - and I sincerely believe that, and also believe that what keeps most people down is not understanding this, and hence their squandering of their 'spare' change on frivolous things.

Not criticising, just presenting my opposing opinion which is that the lottery mentality is damaging to your entrepreneurial mindset.

[AverageGuy]

read it from somewhere, many (high %) lottery winners, their lives changed forever after the winning. The surprise thing is: the changes are going to BAD side.

even so, I still wish I can win once,


david

[Shana_Adam]

I have some bonds!

Waiting to win one of the 2 monthly £1m jackpots

it would be fantastic....you win when you least expect it

[Freeman77]

Good post. Not to be this thread's curmudgeon, but I can't stand how the lotto preys on the poor and ignorant (in the U.S., anyway). There's a joke that says the lotto is a tax on those that can't do math.

There are a million things they could do that would offer more hope -- put a toenail clipping up on eBay, for example. As unlikely as it would be to suceed, the chances are far, far greater of getting rich.

Well, maybe that would constitute a biohazard and would be forbidden, but you get the idea. Anyway, I know the point of this post isn't to promote the lotto.

[JohnMcCabe]

Originally Posted by ExRat

I have also found that whenever wealth is gained without work and endeavour, it is always squandered. So it makes me think, 'what's the point?'

I buy an occasional ticket, when the size of the jackpot exceeds the Kelly Criterion for a fair wager, and it has nothing to do with 'lack mentality' or entitlement.

It has everything to do with dreaming of the fun to be had squandering that much money.

With no kids to leave an inheritance to, whatever was left would go to charity anyway.

[jasonl70]

The lotto is a prime example of "people buy based on emotions, not logic".

Originally Posted by Kelly Verge

Way back when I used to buy lottery tickets, I would buy one and carry it around in my wallet for a couple of months before checking the numbers.

As long as I carried it unchecked, it might be a winner. (As soon as I checked I knew it was a loser).

This is why I think a lot of people never really take action in IM. As long as they don't take action, they don't risk having their fantasy shattered. I giuess to some people, that dream/fantasy is enough to bring some joy to their life.

[Freeman77]

Here's what I don't understand: People decide to play the lottery based on how high the jackpot is. "Ooh, the jackpot is up to 30 million -- I better buy a ticket."

What are they planning to do with 30 million that you can't do with 10 million?? The chance of winning is essentially zero in either case, but it's weird to me that people determine to play when the jackpot goes from big to really big.

[Akarin]

nice copy!

From an affiliate point of view, the lottery is a guaranteed conversion and statistically everyone has a chance

[R Hagel]

Originally Posted by Freeman77

Here's what I don't understand: People decide to play the lottery based on how high the jackpot is. "Ooh, the jackpot is up to 30 million -- I better buy a ticket."

What are they planning to do with 30 million that you can't do with 10 million?? The chance of winning is essentially zero in either case, but it's weird to me that people determine to play when the jackpot goes from big to really big.

It could be simple advertising. The higher the jackpot goes, the more publicity the lotto gets... and that results in more ticket sales.

Otherwise, it's "out of sight, out of mind." You don't read all about the lottery when the jackpot is at it's lowest level, so plenty of folks don't even think of buying a ticket. But jack it up to $30 million, $100 million, etc... and it's all over the news, people are buzzing about it at the cafe, etc.

[lisag]

Originally Posted by Freeman77

What are they planning to do with 30 million that you can't do with 10 million?? .

Whatever it is, they can do it 3 times as much.

[Chris_Willow]

Many lottery winners wish they've never purchased the winning ticket. In fact most of them end up in worse financial situation than they were before.

Those are the stats...

I'd much rather develop a killer online business and make that gazillion dollars (which is a real number) on my own

Oh and hope marketing is essential too, if you can provide the promised results

Peace

Chris

[lisag]

Originally Posted by Chris_Willow

Many lottery winners wish they've never purchased the winning ticket. In fact most of them end up in worse financial situation than they were before.

Those are the stats...

Those are the stats? "Many lottery winners WISH." Those are hardly stats. These, on the other hand, ARE stats:

Camelot Group Plc, operator of The UK National Lottery, has released
the first ever major survey of National Lottery winners to discover
what effect the lottery really has on happiness, lifestyles and
relationships.

The survey gives a uniquely historic insight into the lives of Lottery
winners over the last five years. I have summarized the article.

55% - are happier after winning
43% - no affect on happiness
2% - are less happy

“The happiness of the winner is not affected by the size of his or her
win.”

Of the 55% of winners who are happier:
65% - claimed the reasons are improved financial security and fewer
worries
23% - say they can buy what they want and that life is a lot easier.

There are no negative effects on family life or friendships:

95% - remained married after winning
100% - who were living with a partner prior to their win (but not
married), are still in the same relationship (whether now married or
not)

Increased happiness of winners’ families is dependent on the size of
their relative’s win.

58% of winners of 250k or more state that their family is happier.
37% of winners of 250k or less state that their family is happier.

The main reason for improved family happiness is increased financial
security (34%).

83% - have given some of their winnings to their family.

Of these:
66% - have given money to their siblings
57% - have given money to their children
51% - have given money to their parents.

“The findings also indicate that the larger the win, the more likely
that the winner’s family will ask for money.”

17% - of families asked for winnings from winners of 50k- 250k,
29% - of families asked for winnings from winners of 2m+.

=======
Friends
=======

90% of winners who already had a best friend before winning are still
best friends with the same person.

Generosity:
Men give money to three friends.
Women give money to one friend.


==========
Lifestyles
==========

The lifestyles of many Lottery winners have changed significantly.

40% increased contributions to charity.
19% of winners went on holiday abroad for the first time.
12% of winners have still not been abroad.
7% of winners say a caravan is one of their major purchases.
<40% of winners have moved since their win.


Of those who have moved:
75% now live in detached houses.

“Most of those who have moved have not moved far – an average of nine
miles.”

26% of winners of large amounts often own more than one home and
25% of those own a property abroad.

10% of winners have switched to private medical care.
1% has had plastic surgery.
3% have moved their children from state schools to private schools.

84% of winners have not taken up any new hobbies since their win.
12% of winners have joined health clubs.
32% of all winners state they have gained weight since their win.
14% lost weight.

44% of their winnings were spent after 5 years


====================
Food Shopping Habits
====================

37% of winners still buy supermarket own brands, regardless of the
size of the win.
4% claim to have switched from buying supermarket brands to individual
brands.


====
Work
====

48% of winners who were in regular work before their win are
still in the same job.
27% of winners of elevated amounts are still in the same job.
56% of winners of more than 1m have given up work.
15% have started a new job since their win.
45% of those have started their own business.


“Winning the Lottery appears to have very little impact on the
winners’ perception of their social class or their political
persuasion.”

52% of winners of 2m+ consider themselves to be working class,
compared with 60% before their win.

88% of lottery winners still participate in the lottery every week.
2% have stopped playing altogether.

Source: Nettime
<nettime> Winning in the lottery is good for you

[opportunites]

As Lisag said lottery give the people hope... but i think that wealth is about mindset, it is why rather than bying lottery tickets I prefer to invest my time and my effort to develop a affiliate marketing business...

In the process you make money and you develop the wealth mindset!

[lisag]

Originally Posted by opportunites

As Lisag said lottery give the people hope... but i think that wealth is about mindset, it is why rather than bying lottery tickets I prefer to invest my time and my effort to develop a affiliate marketing business...

In the process you make money and you develop the wealth mindset!

Buying hope, developing the wealth mindset and making money are not mutually exclusive theories.

If they were, this message thread wouldn't even exist because I wouldn't know anything about the WF.

Plus, I'd be busy watching TV waiting for my lottery number to be drawn rather than growing an already successful business into an even more successful one.

And finally, let's not lose track of the point of this thread. It's about selling people hope. As good marketers you shouldn't be looking for ways to attack people's hope; you should be building it up, right?

Because after all, if you're not selling hope then you're just selling product. And that's a lot harder sale.

[JohnMcCabe]

Originally Posted by Freeman77

Here's what I don't understand: People decide to play the lottery based on how high the jackpot is. "Ooh, the jackpot is up to 30 million -- I better buy a ticket."

What are they planning to do with 30 million that you can't do with 10 million?? The chance of winning is essentially zero in either case, but it's weird to me that people determine to play when the jackpot goes from big to really big.

My comment was based on the mathematics of a fair wager. The precise odds of winning the entire jackpot are well known. By definition, then, so are the odds of losing.

For a $1 wager (which is how I view buying a ticket), a fair wager is created when the jackpot equals the odds of winning. In the Florida Lotto lottery, that point is approximately $23 million. When the jackpot is over that amount, you have a fair or better wager. For the Powerball, that number is approximately $195 million.

Most forms of gambling can be reduced to mathematics.

As for your original question, it's all a matter of scale.

[Raydal]

Well, I guess there are lessons to be learned even from BAD habits.

I thought that we always 'corrected' those who came online with
a 'lottery mentality' --hoping to get something for nothing, because
that's what playing the lottery really is.

Hope sells for sure, but it should be hope that could be cashed in by
more than .00001 % of the people who buy.

PLUS, there's no 100% money-back guarantee!

-Ray Edwards

[opportunites]

Thanks Lisag!

You are functioning in a different mindset … (I admire your skills)
And generally the people who buy lottery ticket do it with any guaranty they will win, they just hope…
How can someone realize his or her dreams on Hope? With any guaranty at all!
As I said I prefer to act, fall, try again and succeed!

[Elmer Hurlstone]

Originally Posted by JohnMcCabe

I buy an occasional ticket, when the size of the jackpot exceeds the Kelly Criterion for a fair wager, and it has nothing to do with 'lack mentality' or entitlement.

It has everything to do with dreaming of the fun to be had squandering that much money.

With no kids to leave an inheritance to, whatever was left would go to charity anyway.

John,

I'm up for adoption!

-------------------------------------------------------------------------

On to the point of the thread...

I also spend a couple bucks a week on lottery tickets. Mathematically I'm well aware that my chances of winning are minuscule and in all likelihood I've wasted money.

Even if I rationalize the expenditure by saying I'm "helping support education" I know the money will be squandered by government.

But, as Alexander Pope wrote—and we persistently quote out of context— in 1733, "Hope springs eternal in the human breast..."

Elmer