Telling the Truth is Deadly in IM

Hi Colin,

Hmm thats a tough one, I guess when people buy something they want it to be more about them, if you can make your buyer happy then I'm sure they will give the cash to help you out with a pressing personal issue.

Depending how personal the issue is I guess you could document your journey to getting the cash you need, backed by a WSO.

Phil

People want solutions to their problem. They have enough problems of their own. Remember these two and you will be fine: 1) Become your customer and 2) What's in it for me?

If I wanted to raise cash for personal reasons, I think they'd stay personal unless my kids were really going to suffer if I couldn't find the money - I'd probably be too proud to even admit that I needed the cash for a bucket of water if my butt was on fire.

Hard though it is, nobody wants your problems - they want your solutions to theirs. If you can demonstrate that you've got them then you've got their cash and the solution to your problems too. To most buyers, outlining your own difficulties is irrelevant really.

@ ragstworiches

I have many happy customers, but that is no reason for them to want to help - they had a problem and I solved it.


@ Steven Wagenheim

That's a lesson I'm learning - keep your personal life private, and concentrate on giving customers what they want.


@ bluphire

"What's in it for me" - plenty... Where I went wrong was by adding the personal side - I'm beginning to think I should have used a different USP, and worded it such that customers have a unique opportunity to __________ (fill in the blank).


@ Diana Lane & @ bgmacaw

This is the first time I've used a personal angle and regreting it - but I can't take it back so it's live and learn.


Thanks everybody for the comments - I got so wrapped up in my little failure that I couldn't see the wood for the trees. Soon as I read your replies the truth hit me like a brick through a plate glass window - a "DUH" moment...

I think the only time something personal can be relevant is when you're raising money for another cause AND then only when you answer the other two questions first:

1. Burning problem/perfect answer - or become your own customer -
and
2. What's in it for me? (from the standpoint of the customer).

If you wrap up the reason to donate money to a worthy cause with the second point you might make one or two more sales, and then only if what you're selling is worth the money.

I remember Jeff Walker telling people
in one of his launches that he had a
large tax bill to pay off.

He made over 100k from that launch.
If people are willing to pay off your
tax bill I am sure they won't mind a
"reason why" that involves something
personal.

Good luck!

Dave

Here's an interesting storyline thread you could use to make it interesting....

----------------
"Sub: Bad News" <you know where I stole that one from ;-)>

"
Hey Ravi,

I screwed up - BIG TIME!

And here's how you can REALLY take advantage of my PATHETIC situation.

I need to raise $25,000 in 48 hours. Or else.... like Russel Peters the comedian would say, "Summmbody is gonna get HURT!" :-)

So, I'm going to do something really crazy - "mind boggling", "WTF is wrong with Ravi?" kinda crazy.

.... (make a really special OTO).


- Me The Marketer
PS: Here's the link where you can hear Russel say those exact words...
<insert link to youtube clip>
----------------

Hope this helps.

- Ravi

Yes I think Ravi's hit it on the head!

Is that "Sub: Bad News" nicked from Mike? LOL

I also agree that personal is OK when you're helping someone else!

Desperation has it's own smell even when it's on the screen in front of you
and there is no smell really!

Paul.

Personal angles tend to work better for charity (nonprofit) fundraising, where your personal experience and your story provide the basis of your appeal.

You can bring your personality into your for-profit business dealings, but only to the point where it makes people feel a positive, inspiring connection with you... not a sense of guilt to make a purchase.

I have yet to see successful marketing be anything except about the prospective buyer.

If your misfortune could benefit the buyer, then by all means, use it. In states that have a personal property tax, auto dealers do this at tax time (inventory sales).

But in 100% of your marketing efforts, your focus should be the prospect & their needs, not your needs.

Get someone to write an article about you and publish it.
You will get lots of money and get sympathy! Look at the multiple baby babe.
She is actually getting support for her crazed behavior.

Colin, I took a peek at the WSO you posted. I think the big problem might have been that you led off with your personal situation.

Had you reversed things and led off by establishing a terrific value, followed by a knockout price, and explained the low price with your 'reason why', you might have seen more success.

I don't think I would have used the words "financially flattened", either. Temporarily caught in a cash flow crunch, maybe. Or you didn't want to borrow money, so you are trying to earn it. Something like that...

Just my opinion...

Hi John,

You're right - one thing I've learned with this experience is never to do things in desperation (at least don't admit it ) - I know I'm offering outstanding value, so why I led off with my problem is beyond me (a weak moment, but it dominated my thoughts).

I'm going to change the copy as per your suggestion...

Here's my two cents, Colin -

There are still people out there who will help just to "help" and you should stay true to what is in your heart. If you feel compelled to share a personal reason for a WSO, then do it. Just trust; you never know where it will take you ultimately.

Peace,

Roey.

I don't see any harm being upfront and honest. Some of the most compelling sales letters I've ever read were deeply personal. And just because people may not be interested doesn't mean that it's harmful.

Personally I find all of this "Don't-ever-do ________-otherwise-it-will be-deadly-to-your-business,-reputation,-and integrity" kind of Internet paranoia that I keep observing in our little community is quite amusing. I suppose that's what happens when you mix business with the anonymity of the Internet. People are scared to death to do anything wrong.

Hey if you're being honest I say do whatever you like. As long as you're learning and making progress everything's good. The truth is that most things that people say are deadly aren't even half as bad in reality. So you made a mistake of being too personal. So what? We all make mistakes. No need for any more fear mongering. This community already has bucket loads of that. And generally speaking being honest, upfront, and personal is a good thing.

I love doing things wrong. If I did everything correctly 100% of the time, I'd never learn anything.

Colin,

I always assume that anything that I read in a sales letter, email, or website is fiction. Sometimes it may just be 'emphasis', other times it's obviously fictitious.

Maybe it's real, but it smacks of a craigslist.com scam to me when I read the sob story in a sales context. "Homeless family with ill canine...offers you an exciting new ebook with MRR!!!"

The "my gerbil caught on fire and needs chemotherapy as well" marketing gimmick seems to be popular right now. I've gotten at least a dozen letters in recent memory with either someone's financial woes, illness, accident, job loss, etc. in them - always LEADING UP to the pitch (150000 PLR articles for just $17.99!!!!!!!!!!).

Think about it...did you get that many of these this time last year? I recall only a couple of 'firesale' offers because someone's husband had lost his job (uh huh). But I'm getting them daily now from multiple marketers.

Last week I received one from a marketer that I occasionally buy PLR products from (great prices on stuff, usually just on the market) who mentioned that someone they liked had DIED and they were contributing...blah, blah, blah. Even if it is true IMHO it is in questionable taste - not to mention questionable sales technique - to mention someone's untimely death and then do your pitch (remember poor Eddie... by getting my 150000 PLR articles for just $17.99!!!!!!!!).

My response to your question of how I would raise cash if I had a pressing personal issue (for instance, like the total collapse of our financial system worldwide) is to find a hot niche among the hundreds out there, pick a clickbank or other affiliate network product, write/swipe a decent adwords ad, and throw some traffic at it. That's the fastest way I've ever seen to do it - online.

It took me a while to realize that the Internet is not an ATM.

Or maybe it is, and I don't have an account! DOH!!!!!!!!!!!

Bluphire, nicely put. Too often we put money ahead of all else. Look at what is happening in the auto industry as an example. A personal story makes you as a marketer more human. And if it simultaneously solves the customers problem and yours, there is no harm in using it. Just not all the time....

People are general selfish to consider what is going on in your life. The best thing is to offer them what will grease ther selfish desire

I would never buy something from someone because they 'needed' me to buy it, that is completely backward...

Create something that people need, and they will buy it, leave your personal issues out of it.

It all depends on how you go about it... Create interest with a Blow Your Hair Back Headline (National Enquirer type stuff) then tell your story but keep it interesting, use emotion, etc... Then offer the reader an offer they cannot refuse.

It's called "Reason Why" sales copy!

Mike Hill