I Demand You Read This...

by max5ty
12 replies
Slow day, so I decided I'd give you the 3 best tips you could ever get to write copy.

Today will be tip #1.

If you follow these tips, you'll write better copy than 99% of all the copywriters out there and be so rich that your biggest problem will be how to invest all the cash.

Tip #1

You cannot and should not and should never try to build demand for your product/service.

Your goal is to supply a product/service for the demand that is already out there.

Here's why this is important...

First, you need to understand that when you start writing to sell, your mindset is important.

So, if you already know you're not going to try and create demand for your product/service, you're already making a good decision.

Just having the mental attitude that you're going to write to those who already are looking for what you offer is brilliant. You may not understand that right now, but, if you think about it long enough you'll get it. It's what makes the difference between a million-dollar campaign and one that bombs.

So, here's a summary...

Wrong

I need to make people realize this is something that they didn't know they needed.

Right

You already know you have a problem with this...here's why I have the best solution.

Tons of dollars and tons of typing are wasted every day on people trying to create demand for their product.

This concept is not new.

I didn't invent it.

Hope you understand this tip and get something from it.

Till the next one, best wishes
#demand #read
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  • Profile picture of the author spartan14
    Interesting concept and i will aply it to see what it will hapen
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    • Profile picture of the author max5ty
      Originally Posted by spartan14 View Post

      Interesting concept and i will aply it to see what it will hapen
      Was going through my files and came across this...

      "If you think you are creating demand for your product, you've doomed yourself to a lifetime of hard work and failure. You canNOT create demand for anything because demand is too large for you to create. The demand has to be out there. The demand has to exist before you even walk into the picture."
      Eugene Schwartz
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      • Profile picture of the author Claude Whitacre
        Originally Posted by max5ty View Post

        Was going through my files and came across this...

        "If you think you are creating demand for your product, you've doomed yourself to a lifetime of hard work and failure. You canNOT create demand for anything because demand is too large for you to create. The demand has to be out there. The demand has to exist before you even walk into the picture."
        Eugene Schwartz
        I want to take that apart a little bit.

        I agree that creating demand is hard work. i agree that it's far easier and more profitable to just find existing demand...or at least existing demand for a complimentary offer.

        But I've seen sales letters that create demand from nothing. I've seen ads that create demand from nothing. And I've made thousands of personal sales to people who had no demand (and even had a repulsion) for what I was selling.

        So creating demand isn't impossible. But it takes some time. For example, a small ad can't create demand, because there isn't room for the story.

        When I was selling in people's homes, I created demand out of nothing in nearly 100% of the sales, until I developed my referral approach. Then it was still little or no demand for the product, just an interest in talking to me.

        But that took time. A couple hours maybe. Asking questions, demonstrating value, matching the offer to the prospect.....complex and time consuming. But that was also in person selling, not mass marketing.

        When selling from stage, a receptive audience might need 90 minutes for me to make my case well enough for an immediate sale.

        A prepared audience, already interested in the subject matter? Far less time. Far better sales numbers.

        The good news is, there is nearly always a prepared, ready, hungry crowd out there for your offer. You just need to find them.

        And they can be sorted out with targeted buyer lists, buying client lists from retiring (or fired) competitors, joint venture partners in the same niche as you.

        Even selling to people that have bought the same brand as you sell, gives the prospect a feeling of security in dealing with you. And that's usually the point of marketing, and much of the selling process.

        You guys already knew all this. I'm just trying to impress the new guys.
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        • Profile picture of the author max5ty
          Originally Posted by Claude Whitacre View Post

          I want to take that apart a little bit.

          I agree that creating demand is hard work. i agree that it's far easier and more profitable to just find existing demand...or at least existing demand for a complimentary offer.

          But I've seen sales letters that create demand from nothing. I've seen ads that create demand from nothing. And I've made thousands of personal sales to people who had no demand (and even had a repulsion) for what I was selling.

          So creating demand isn't impossible. But it takes some time. For example, a small ad can't create demand, because there isn't room for the story.

          When I was selling in people's homes, I created demand out of nothing in nearly 100% of the sales, until I developed my referral approach. Then it was still little or no demand for the product, just an interest in talking to me.

          But that took time. A couple hours maybe. Asking questions, demonstrating value, matching the offer to the prospect.....complex and time consuming. But that was also in person selling, not mass marketing.

          When selling from stage, a receptive audience might need 90 minutes for me to make my case well enough for an immediate sale.

          A prepared audience, already interested in the subject matter? Far less time. Far better sales numbers.

          The good news is, there is nearly always a prepared, ready, hungry crowd out there for your offer. You just need to find them.

          And they can be sorted out with targeted buyer lists, buying client lists from retiring (or fired) competitors, joint venture partners in the same niche as you.

          Even selling to people that have bought the same brand as you sell, gives the prospect a feeling of security in dealing with you. And that's usually the point of marketing, and much of the selling process.

          You guys already knew all this. I'm just trying to impress the new guys.
          Thanks for your comment Claude. I've always thought your thoughts are brilliant.

          I highly suspect that you never created the demand that people know they need to vacuum their carpet.

          You may have created the demand for your specific product...but the demand to vacuum their carpet was already there.

          Since you know people know they need to vacuum their carpet...

          you had a product that fulfilled that demand.

          When you say you created the demand for your product...that is something entirely different.

          People already accepted the demand that their carpets needed to be cleaned...your job was to convince them you had the best solution.

          In my mind, that's two different things
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          • Profile picture of the author Claude Whitacre
            Originally Posted by max5ty View Post


            I highly suspect that you never created the demand that people know they need to vacuum their carpet.

            You may have created the demand for your specific product...but the demand to vacuum their carpet was already there.
            I get that.

            Yes, the prospects already wanted a clean carpet (to varying degrees). And they already thought they had a clean carpet.

            There was no demand for anything I was selling. Their demand had already been met. I was selling against a satisfied demand.

            Everyone owns a vacuum cleaner. Almost never was anyone even considering buying a new one before I got there. And never...never at the price I was asking.

            It was as though they were used to driving a $20,000 car to work, and I was there to sell them on the idea of buying a helicopter to get them to work. A $300,000 helicopter. So it was more than just selling a better mousetrap. The demand was already there to get to work. And they had already satisfied that demand. My job was to create an entirely new demand for something they never considered before...... selling helicopters to people just driving to work.

            Imagine selling a cure to a disease the prospect has never had. Well, this is harder. I'm selling a cure to people who think they are already cured, and are now immune. I wasn't just creating the demand. I had to convince them they had a problem that they think they already solved.

            In fact, when people used to ask me what I did for a living, I would say "I sell vacuum cleaners in people's homes". And they would say "We already have a vacuum cleaner"...as though there were actually people who hadn't owned one yet.

            Eventually I changed it to "I sell vacuum cleaners. But only to people who already have a good one".

            Of course, this didn't work as well as it sounds. But it did start conversations, and got me some appointments, where I made sales.
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  • Profile picture of the author GordonJ
    We used to use the SRDS book of lists back in the day, to find demand.

    Any tips on finding it today, and especially the low hanging fruit where a simple solution will be scooped up like ice on a hot summer's day?

    I know you prefer high paying fruit, and are willing to do the work, but for some of us old lazy SOB's (my dad being a barber and all)...

    Where might we find a demand, quickly, quietly and use minimum persuasion to get the contents of their wallets into ours?

    GordonJ

    Originally Posted by max5ty View Post

    Slow day, so I decided I'd give you the 3 best tips you could ever get to write copy.

    Today will be tip #1.

    If you follow these tips, you'll write better copy than 99% of all the copywriters out there and be so rich that your biggest problem will be how to invest all the cash.

    Tip #1

    You cannot and should not and should never try to build demand for your product/service.

    Your goal is to supply a product/service for the demand that is already out there.

    Here's why this is important...

    First, you need to understand that when you start writing to sell, your mindset is important.

    So, if you already know you're not going to try and create demand for your product/service, you're already making a good decision.

    Just having the mental attitude that you're going to write to those who already are looking for what you offer is brilliant. You may not understand that right now, but, if you think about it long enough you'll get it. It's what makes the difference between a million-dollar campaign and one that bombs.

    So, here's a summary...

    Wrong

    I need to make people realize this is something that they didn't know they needed.

    Right

    You already know you have a problem with this...here's why I have the best solution.

    Tons of dollars and tons of typing are wasted every day on people trying to create demand for their product.

    This concept is not new.

    I didn't invent it.

    Hope you understand this tip and get something from it.

    Till the next one, best wishes
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    • Profile picture of the author max5ty
      Originally Posted by GordonJ View Post

      We used to use the SRDS book of lists back in the day, to find demand.

      Any tips on finding it today, and especially the low hanging fruit where a simple solution will be scooped up like ice on a hot summer's day?

      I know you prefer high paying fruit, and are willing to do the work, but for some of us old lazy SOB's (my dad being a barber and all)...

      Where might we find a demand, quickly, quietly and use minimum persuasion to get the contents of their wallets into ours?

      GordonJ
      Hey Gordon,

      with social media these days, I don't think there's ever been an easier way to target the people you want to target.

      Then you have Google.

      You have retargeting. The great thing about retargeting is you can retarget whomever you want. I.E. if what you're selling is something Frank's customers would like, you simply retarget all the ones that have left his site. Easy Peasy.
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    • Profile picture of the author Claude Whitacre
      Originally Posted by GordonJ View Post

      .

      Where might we find a demand, quickly, quietly and use minimum persuasion to get the contents of their wallets into ours?

      GordonJ
      You didn't ask me, but I love hearing myself talk, so here is what I would say.

      You find demand based on what the prospects have already recently bought. It's why buyers lists are so valuable.

      Demand reveals itself by what they bought before. It's why joint ventures (if your offer is complimentary to what they already bought) are so successful.

      I used to run PPC ads on Google. The ads offered a specific deal in the ad itself. The price was included. Most of the people that clicked were the ones that already thought it was a good deal, and wanted what I was selling. Very profitable.
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    • Profile picture of the author ewenmack
      Originally Posted by GordonJ View Post

      We used to use the SRDS book of lists back in the day, to find demand.

      Any tips on finding it today, and especially the low hanging fruit

      GordonJ
      Gordan Jay,

      https://lists.nextmark.com/

      You can select for RFM lists.

      For those who don't know what they stand for...
      Recency
      Frequency
      Money

      They buyers list has been segmented into those which
      have the highest money value.

      The biggest number of lists on that site don't have that level of segmentation.

      Best,
      Ewen
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      • Profile picture of the author max5ty
        Originally Posted by ewenmack View Post

        Gordan Jay,

        https://lists.nextmark.com/

        You can select for RFM lists.

        For those who don't know what they stand for...
        Recency
        Frequency
        Money

        They buyers list has been segmented into those which
        have the highest money value.

        The biggest number of lists on that site don't have that level of segmentation.

        Best,
        Ewen
        Thanks Ewen.

        Like most of your suggestions, this looks interesting.

        I had never heard of it but it looks like a great tool.
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  • Profile picture of the author AlexThorne
    Demand accepted, article read.
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  • Originally Posted by max5ty View Post


    Wrong

    I need to make people realize this is something that they didn't know they needed.


    Thing 'bout Moi is ... nowan nevah knoo how much they needed my ass till'n I showed up an' frickin' waved it in thuh fayuss.

    **** But that is showbiz, I guess. ****

    Hey, but srsly tho, I would wanna love this post so much, Maxo.

    I look forward to takin' in your wisdom like a cat sniffin' around for sumthin' neat to eat.
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