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by max5ty
26 replies
Thought I'd cover a couple of persuasion techniques since they're very important in copywriting.

Some of this is common sense, but I've found that the more information we consume, the more we forget about the basics.

1. Your customer is less concerned about what most of your customers have bought from you and more concerned about how many of those that did buy are like them.

Wrong:
60% of our customers buy this. This is all about you.

Right:
60% of our customers with your needs buy this.

It's a simple change in wording but takes all the glory off of you and causes the customer to think it's about them.

2. You'll write better if you have the mindset of "who can I help" and not "who can help me"

3. You will always sell more with a story than with facts.

A good story that incorporates the facts is more convincing and memorable than just listing facts. Humans are programmed to remember stories.

4. If you're giving something to the customer...

I.E., a discount, always ask for something in return.

10% discount for sharing this.

When you give away a discount with nothing in return, the customer has less trust in your reasons.

Most customers will do a little bit of work in exchange for a discount.

5. Customers are more willing to deal with you when they know you give back.

Tom's Shoes is a great example. Buy a pair and they give a pair away.

Studies have shown it can increase your sales by 45%.

Studies have also shown that just saying you will give back is not effective. The customer wants to see proof that you have already given back.

6. People will be more favorable towards your product if you don't tell them what they did or used before was a big mistake.

Tell them they did the best they could with what information they had at the time. Telling them it was a big mistake makes the customer feel like they can't make good decisions, which will cause them to start thinking that making a decision about your product could be wrong also.

7. People are more afraid of what they'll lose than what they'll gain.

In a study conducted, homeowners were up to 300 percent more likely to carry out recommended energy efficiency improvements in their home when they were told that they would continue to lose an average of 50 cents a day than homeowners who were told they could save 50 cents a day.

8. When people are faced with a decision, they subconsciously think about what their life will be like after they make the decision.

Never forget their mind is always thinking about them and what they'll get from what you offer.

It's important to tell them how your product will benefit them and keep telling them throughout your piece. You need to paint a picture of their life after using your product.

This is related to the last tip...

9. People will begin to feel like they own what you offer before they actually do.

They will make several judgments based on what you tell them about your product and picture in their mind using it.

Their mind is always working with every word you say.

Your job is to write in such a way that they begin to experience your product in their mind.

Tell them all the benefits and how the features of those benefits will impact their daily life.

When you start talking about your product in a broad sense or start talking from the corporate mode, you'll lose them. You always need to keep it about them and only them. You're just talking to them.

10. Your writing should bring into effect all the senses...

smell...
see...
touch...
hear...
taste...

The more of these you can incorporate, the better your response rate.

11. People will seldom buy the least choice or the most expensive.

Studies have shown that having a cheap version and an over the top expensive version will usually drive the buyer to buy the medium version. But without choices, the buyer has nothing to compare their decision to.

Too many choices confuses the buyer, and instead of taking the time to think, they'll leave.

Studies have shown that any more than 3 choices and you're getting into dangerous territory.

12. When giving statistics for your product, never focus on the negative.

Example:
Only 7% of our users had adverse effects.

Readers will always start focusing on the negative results and wonder if they would fall into that percentage.

Right:
93% of our users have amazing results.

The reader will focus on the positive results. It's how our brain is wired.

So, just a couple of tips out of the hundreds I've saved.

One of my favorite books is "Yes". I'd recommend everyone read it if they get the chance. It's packed full of persuasion techniques. It was written by Cialdini and a couple of other authors.

Thanks for taking the time to read this. Your comments are welcome
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  • Profile picture of the author DABK
    Thanks.


    A lot of what you say (and a lot of what people do) falls under, in one way or another, saving face. With yourself or with your peers or with both.


    If you tell people they made a mistake, you interfere with them saving face with themselves.



    Saving face is probably not the best phrase, but I think it is good enough to work.


    Nobody likes to feel stupid or duped. Everybody is forever running scripts in their heads about what's happening in their days. Most people rehash stuff till they come up on top, in their view.


    I think if you keep in mind that people, in general, like to feel good about themselves (which means, among other things, that they are smart enough, good-looking enough, not gullible) and love feeling they're getting a good deal or discovering something their pals don't know (back to feeling you're not at the bottom of the pile), you can go a long way.


    As regards Yes, I have not read the book you recommend but came across a video of a guy who used to be a negotiator for the FBI. He thinks (and convinced me to think so too) that Yes is ok but not good enough. Showing people how buying from you gets them what they want is better. And getting them to feel important (that you understand/listen).



    Actually, I think that combining Yes with showing them how they benefit from interacting with you is the powerful choice here.


    Your posts reminds me of a bit I read in one of Dan Kennedy's newsletters.


    There was, it seems, an ad for some music player that said:
    Play all the music you want
    and it did not do that great.


    They changed it to
    Plays all the music you want
    and it did great.


    Play, it seems, was seen as, you don't get me.
    Plays, it seems, was seen as, you get me.
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    • Profile picture of the author Claude Whitacre
      Originally Posted by DABK View Post



      There was, it seems, an ad for some music player that said:
      Play all the music you want
      and it did not do that great.


      They changed it to
      Plays all the music you want
      and it did great.


      Play, it seems, was seen as, you don't get me.
      Plays, it seems, was seen as, you get me.
      The second headline worked because "Plays" implies that you do no work, and the course/offer does all the work for you. . "Play" means you have to do it yourself.


      A similar headline was used by one of Kennedy's students.

      It was something like "Get all the leads you can handle". The copywriter (or someone) made a mistake and it said "Gets all the leads you can handle". and the response went through the woof.

      "Gets" implies the work is done for you.
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      What if they're not stars? What if they are holes poked in the top of a container so we can breath?
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      • Profile picture of the author DABK
        You're right.


        It worked because it implied that and was put in front of people who wanted to do no work.


        Me, not their target audience, took that to mean that I lose control on the music played somehow and would not have been thrilled.


        When you make your audience think you understand them and give them what they want, you make money, no doubt about it.


        Originally Posted by Claude Whitacre View Post

        The second headline worked because "Plays" implies that you do no work, and the course/offer does all the work for you. . "Play" means you have to do it yourself.


        A similar headline was used by one of Kennedy's students.

        It was something like "Get all the leads you can handle". The copywriter (or someone) made a mistake and it said "Gets all the leads you can handle". and the response went through the woof.

        "Gets" implies the work is done for you.
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  • Profile picture of the author max5ty
    @DABK -

    Good comment.

    For some reason your comment made me think about the old saying that someone isn't looking for a drill...they're really just wanting a hole...

    and it always causes me to picture a guy working at the hardware store and a guy walks in and asks for a drill and the clerk tells him he's not really looking for a drill but he's looking for a hole...

    common sense is important here.

    The looking for a hole thing is true, but we also need to use common sense.

    We can take the whole persuasion thing to the utmost stupid level that we start acting like we're in another world and have become psychic and using some type of black op program.

    I prefer persuasion technics that are common sense and make sense.

    I'll probably make some mad, but the whole NLP thing in my mind is mostly nonsense.

    I've ventured into seeing what it was all about, and personally, I think it's mostly a bunch of hype to sell courses.

    I 100% believe there are persuasion techniques that work because I've used them and seen their effectiveness. But they're based on years of scientific studies and a lot of years of advertising.

    Thanks again for your comment
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    • Profile picture of the author GordonJ
      Thank you for this:

      Originally Posted by max5ty View Post


      We can take the whole persuasion thing to the utmost stupid level that we start acting like we're in another world and have become psychic and using some type of black op program.

      I prefer persuasion technics that are common sense and make sense.

      I'll probably make some mad, but the whole NLP thing in my mind is mostly nonsense.

      I've ventured into seeing what it was all about, and personally, I think it's mostly a bunch of hype to sell courses.

      I 100% believe there are persuasion techniques that work because I've used them and seen their effectiveness. But they're based on years of scientific studies and a lot of years of advertising.
      I'm with you on the common sense. Just a point, contrary but relevant (perhaps?).

      Selling Black Ops copywriting (persuasion) has become an industry unto itself.

      If anyone wants to find a ready to buy niche market in copywriting; offer up some TOP SECRET/ Eyes Only, Forbidden and Hidden, FBI/CIA/MI5 tested and proven technique, you will find some fast and easy cash.

      One turn I made a century ago, was, choose more products/services which don't need to be sold, eliminate as much copy as one can, but if needed, COMMON SENSE works just fine too.

      You know Max5ty, your Castle privledges might get revoked with this sort of reveal, I mean, no card carrying word magician shows how the trick really works. Your common sense is a danger to us all...HA!

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

        Thank you for this:



        I'm with you on the common sense. Just a point, contrary but relevant (perhaps?).

        Selling Black Ops copywriting (persuasion) has become an industry unto itself.

        If anyone wants to find a ready to buy niche market in copywriting; offer up some TOP SECRET/ Eyes Only, Forbidden and Hidden, FBI/CIA/MI5 tested and proven technique, you will find some fast and easy cash.

        One turn I made a century ago, was, choose more products/services which don't need to be sold, eliminate as much copy as one can, but if needed, COMMON SENSE works just fine too.

        You know Max5ty, your Castle privledges might get revoked with this sort of reveal, I mean, no card carrying word magician shows how the trick really works. Your common sense is a danger to us all...HA!

        GordonJ
        Good comment Gordon.

        I like your FBI/CIA/M15 angle. Now that you mentioned it, I'm wondering how long before we start seeing more of it.

        One thing that has always amazed me is the obscene amount of money some of these religious organizations pull in. I'm not getting religious here because your choice is yours.

        But, I was reading how much some of these people bring in. A Gulfstream or a Citation, that some of us consider good...is nothing to them. They're into the huge private jets.

        Read a story on the whole paper prayer cloth thing by the copywriter that was behind it. It has literally brought in millions and millions and millions of dollars. The exact amount is not published. They know who their target audience is and they go after them with a vengeance. Some of their stuff puts most products to shame.

        Also, read a story recently about a faith healer that would pack huge auditoriums out. He died in a motel room from alcohol poisoning and it was later leaked that he was an alcoholic. Right or wrong, he appealed to a target audience.

        Find your audience and go after them with what they want.

        I think if you want to be a copywriter you should study 3 things:

        Story telling
        Sales
        Psychology

        If you can tell a good story you're halfway there...and, if you know sales and incorporate that into your piece, you're closer...then, if you understand human psychology, you'll nail it.

        Psychology is a broad field, so I focus on buying habits...why people think the way they do, etc.

        If you look at say NLP, they took parts of storytelling and turned them into a whole side part. Nested loops, etc., are all included in how to tell a good story. If you learn how to tell a good story, you'll have all the NLP stuff covered without spending the extra money.

        I would also suggest a part of storytelling is screenwriting and songwriting.

        Too many want the "secret" answer that will shortcut their success. They want to know the exact phrase or the exact headline. It doesn't work like that.

        The other problem I see with copywriters is they don't understand the product must have a big demand. If you're asked to write for a product and the demand isn't there, you're wasting your time. It's a hard concept for some to grasp. No amount of persuasion is going to create a demand.

        If you are writing for a product with a big demand (first step), your next job is to stand out with your offer by offering the product from a unique angle. A new way to look at how it helps, etc.

        Another problem I see is people just wait too long to get going.

        The headline has to be perfect, the opening, the way they talk about the features, the closing...

        If you've studied what I suggested, it's time to just get it out there. Be ready to change.

        I saw on a forum someone was asking how to write a sales letter to get customers for website building...

        one page websites are great for service industries. "Have a leak?" (then a button to call) You can literally have a template and fill in the name and logo and address on like 10 different templates and have 10 possible customers when you contact them and say "hey, I built you a website. Take a look. If you want to keep it let me know. It's $97 a month and we'll maintain it." (just an example).

        There are a ton of service industries to go after.

        People are easier to sell when they see their name already in lights.

        Now, as far as writing less...

        I have seen ads that were just a picture with like a 10-word headline that sold tons of products. If you understand and study the 3 things I said, you can learn how to incorporate all those into a simple ad.

        Anyways, I'm getting long winded and rambling on. Thanks for your comment.
        {{ DiscussionBoard.errors[11706238].message }}
        • Profile picture of the author GordonJ
          True:

          When I was 10, I was healed by Rev. Ernest Angley. Never been right in the head ever since. That day, I had an OBE, out of body experience. My mother would later say I had an OUT OF YOUR MIND experience, with a temp about 105.

          It took many years for me to accept the fact I had NOT actually flown.

          I would have sworn on a stack of Ernies bibles I had. Shortly thereafter, moving into Cuyahoga Falls, I went to Rex Humbard's Space Ship church, the CATHEDRAL OF TOMORROW.

          So, fast forward...to when Ernest bought the COT from Rex. My PO box was right next to the church's, and it hardly had mail in it, BECAUSE, there were big mail baskets on wheels in the back where they tossed THOUSANDS of envelopes a day. The church was across the street and they sent armed guards to pick it up.

          Without revealing too much, I knew the copywriters for their all things healing products, a huge business and all tax free with a lot of cash coming in.

          Later on, while working at SCI in N. Canton, I met a copywriter who created a cross with SAND from Jesus' tomb, sold like iced water in the desert. I wrote a piece about a piece of jewelry, BEFORE the movie came out, for the Heart of the Ocean...the jewel featured in TITANIC. After I left, it got a lot of attention and a legal concern too.

          All of this to reinforce what you say, about products and markets. I thank you for your participation here because, I have copied all your posts and when I say this, not to flatter in any way, but truthfully...

          Your posts here are as good as any book on copywriting anyone could read. They resonate with the experience of having been in the trenches, this and your recent threads alone create a succinct, dare I say, pithy? copy writing guide as good as most of those cult leaders teach to their minions. So, thanks.

          GordonJ

          OH, the OBE experience led me to other "weird", or woowoo things, like Hypnosis and began a lifetime of study into story telling, psychology and sales. But then I may have had my neural pathways altered by the Rev. Angley's laying on of his hands.



          Originally Posted by max5ty View Post

          Good comment Gordon.

          I like your FBI/CIA/M15 angle. Now that you mentioned it, I'm wondering how long before we start seeing more of it.

          One thing that has always amazed me is the obscene amount of money some of these religious organizations pull in. I'm not getting religious here because your choice is yours.

          But, I was reading how much some of these people bring in. A Gulfstream or a Citation, that some of us consider good...is nothing to them. They're into the huge private jets.

          Read a story on the whole paper prayer cloth thing by the copywriter that was behind it. It has literally brought in millions and millions and millions of dollars. The exact amount is not published. They know who their target audience is and they go after them with a vengeance. Some of their stuff puts most products to shame.

          Also, read a story recently about a faith healer that would pack huge auditoriums out. He died in a motel room from alcohol poisoning and it was later leaked that he was an alcoholic. Right or wrong, he appealed to a target audience.

          Find your audience and go after them with what they want.

          I think if you want to be a copywriter you should study 3 things:

          Story telling
          Sales
          Psychology

          If you can tell a good story you're halfway there...and, if you know sales and incorporate that into your piece, you're closer...then, if you understand human psychology, you'll nail it.

          Psychology is a broad field, so I focus on buying habits...why people think the way they do, etc.

          If you look at say NLP, they took parts of storytelling and turned them into a whole side part. Nested loops, etc., are all included in how to tell a good story. If you learn how to tell a good story, you'll have all the NLP stuff covered without spending the extra money.

          I would also suggest a part of storytelling is screenwriting and songwriting.

          Too many want the "secret" answer that will shortcut their success. They want to know the exact phrase or the exact headline. It doesn't work like that.

          The other problem I see with copywriters is they don't understand the product must have a big demand. If you're asked to write for a product and the demand isn't there, you're wasting your time. It's a hard concept for some to grasp. No amount of persuasion is going to create a demand.

          If you are writing for a product with a big demand (first step), your next job is to stand out with your offer by offering the product from a unique angle. A new way to look at how it helps, etc.

          Another problem I see is people just wait too long to get going.

          The headline has to be perfect, the opening, the way they talk about the features, the closing...

          If you've studied what I suggested, it's time to just get it out there. Be ready to change.

          I saw on a forum someone was asking how to write a sales letter to get customers for website building...

          one page websites are great for service industries. "Have a leak?" (then a button to call) You can literally have a template and fill in the name and logo and address on like 10 different templates and have 10 possible customers when you contact them and say "hey, I built you a website. Take a look. If you want to keep it let me know. It's $97 a month and we'll maintain it." (just an example).

          There are a ton of service industries to go after.

          People are easier to sell when they see their name already in lights.

          Now, as far as writing less...

          I have seen ads that were just a picture with like a 10-word headline that sold tons of products. If you understand and study the 3 things I said, you can learn how to incorporate all those into a simple ad.

          Anyways, I'm getting long winded and rambling on. Thanks for your comment.
          {{ DiscussionBoard.errors[11706247].message }}
          • Profile picture of the author max5ty
            Originally Posted by GordonJ View Post

            True:

            When I was 10, I was healed by Rev. Ernest Angley. Never been right in the head ever since. That day, I had an OBE, out of body experience. My mother would later say I had an OUT OF YOUR MIND experience, with a temp about 105.

            It took many years for me to accept the fact I had NOT actually flown.

            I would have sworn on a stack of Ernies bibles I had. Shortly thereafter, moving into Cuyahoga Falls, I went to Rex Humbard's Space Ship church, the CATHEDRAL OF TOMORROW.

            So, fast forward...to when Ernest bought the COT from Rex. My PO box was right next to the church's, and it hardly had mail in it, BECAUSE, there were big mail baskets on wheels in the back where they tossed THOUSANDS of envelopes a day. The church was across the street and they sent armed guards to pick it up.

            Without revealing too much, I knew the copywriters for their all things healing products, a huge business and all tax free with a lot of cash coming in.

            Later on, while working at SCI in N. Canton, I met a copywriter who created a cross with SAND from Jesus' tomb, sold like iced water in the desert. I wrote a piece about a piece of jewelry, BEFORE the movie came out, for the Heart of the Ocean...the jewel featured in TITANIC. After I left, it got a lot of attention and a legal concern too.

            All of this to reinforce what you say, about products and markets. I thank you for your participation here because, I have copied all your posts and when I say this, not to flatter in any way, but truthfully...

            Your posts here are as good as any book on copywriting anyone could read. They resonate with the experience of having been in the trenches, this and your recent threads alone create a succinct, dare I say, pithy? copy writing guide as good as most of those cult leaders teach to their minions. So, thanks.

            GordonJ

            OH, the OBE experience led me to other "weird", or woowoo things, like Hypnosis and began a lifetime of study into story telling, psychology and sales. But then I may have had my neural pathways altered by the Rev. Angley's laying on of his hands.
            Not sure if that story was meant to be hilarious, but it had me laughing so hard.

            Thanks for the compliment.

            Means a lot coming from someone with all the experience and achievements you've had in your copywriting career
            {{ DiscussionBoard.errors[11706249].message }}
    • Profile picture of the author DABK
      Easiest way I found to persuade someone to buy something from me is to find someone who's already self-persuaded themselves to buy that something from me.


      Second easiest way: to find someone who's already self-persuaded themselves to buy that something I'm selling... all I have to do is provide them a path to self-persuade themselves to buy from me.


      Easiest way to do that is to be the only one who sells that something I'm selling.


      Most buyers fall in the second group.


      As an example:
      if you are a loan originator specializing in mixed-used residential loan for 2-4 apartment buildings... There's few of them, probably none in your area but you.


      If you are the only distributor for some Spanish shoe maker in the State you live in, you will have an easy time persuading people who want that designer's shoes to buy from you.


      Most people who are new at business (and some who are not new), get into this notion that what they sell (or how they sell) makes everyone want to buy their thing from them.


      I gave this examples before, I think:
      mortgage broker with 15 years experience, told me he wants everybody, duh!


      I told him it's a mistake, he got angry, so I asked said,
      tomorrow, I will bring you a guy who wants a $14k mortgage, for a small fee.


      They did not want that client: they had no source of mortgage loans smaller than $75k.


      Spoke to a wedding dress store owner, who also became apoplectic when I asked who does our marketing turn away, so they do not even come into the store and waste sales people's time.


      She did not want to work with me, as I wanted her to go broke, she said.


      However, a couple of weeks after our discussion, she had 3 appointments in a row, with ladies who were looking to buy dresses under $500. Hers were going from $1500 to 6000.


      You'd think that after you prove to them they do not want everybody, they learn. Many do not... Not long term. After a while, some fall back into the I want almost everybody... They only exclude the specific examples you gave them, instead of sitting down and figuring out all they want.


      The wedding store owner took another 2 years to figure out she does not want appointments with women who are too rich, too many appointments to make one sale... That her sweet spots were: college educated women in their early 30's and college educated women who were 22 to 26 who lived in particular neighborhoods. She's got a few other criteria now. But it took a lot of wasted appointments for her to decide to narrow down who she brings into her store.


      I drink coffee... Takes little persuasion to get me to buy your coffee if you're open in the morning and near my house, especially if you're near my house and on the way to wherever I'm going that day.


      Same for a lot of other things.


      Clothes... Every so often I need to buy clothes. If I'm looking to buy blue jeans and you're on my way back home or within a couple of miles of where I live and you have blue jeans my size, you're in the running. I wait till I have more than one thing to buy. So, if you are the only store to carry all the things I want but someone else within close proximity, you got my business.


      There are some variables that have nothing do to with nothing (like someone I like and trust telling me to check out store X), but that's how you usually get me to buy from you.


      In other words, I persuade myself I want/need something, then I look for places I can get that something. All other things being equal, I buy the lowest priced one.



      Usually, all other things are not equal, so I persuade myself to buy from whoever is more convenient and trustworthy enough or most trustworthy. None of those have to do with the owners persuading me with a sale pitch.


      I have been persuaded the hard way, never bought again from those people... Hard persuasion does that to me... makes me feel abused (though not right away).


      I believe I am not the only one.



      Which leads me to believe the best way is to find people who already want to buy what you sell and present it to them in such a way that they trust you (even if they do not like you: I buy from Amazon at times).



      Originally Posted by max5ty View Post

      @DABK -

      Good comment.

      For some reason your comment made me think about the old saying that someone isn't looking for a drill...they're really just wanting a hole...

      and it always causes me to picture a guy working at the hardware store and a guy walks in and asks for a drill and the clerk tells him he's not really looking for a drill but he's looking for a hole...

      common sense is important here.

      The looking for a hole thing is true, but we also need to use common sense.

      We can take the whole persuasion thing to the utmost stupid level that we start acting like we're in another world and have become psychic and using some type of black op program.

      I prefer persuasion technics that are common sense and make sense.

      I'll probably make some mad, but the whole NLP thing in my mind is mostly nonsense.

      I've ventured into seeing what it was all about, and personally, I think it's mostly a bunch of hype to sell courses.

      I 100% believe there are persuasion techniques that work because I've used them and seen their effectiveness. But they're based on years of scientific studies and a lot of years of advertising.

      Thanks again for your comment
      {{ DiscussionBoard.errors[11706235].message }}
    • Profile picture of the author Frank Donovan
      Originally Posted by max5ty View Post

      For some reason your comment made me think about the old saying that someone isn't looking for a drill...they're really just wanting a hole...

      and it always causes me to picture a guy working at the hardware store and a guy walks in and asks for a drill and the clerk tells him he's not really looking for a drill but he's looking for a hole...
      Whoever came up with that saying couldn't have been a DIY enthusiast. It misses the point that expensive tools or the latest piece of kit can be sexy - not merely functional.

      It's probably closer to the truth that someone first buys a fancy electric drill, and then wanders around the house looking for excuses to drill holes in things.

      Great thread, btw.
      Signature


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      • Profile picture of the author Claude Whitacre
        Originally Posted by Frank Donovan View Post

        Whoever came up with that saying couldn't have been a DIY enthusiast. It misses the point that expensive tools or the latest piece of kit can be sexy - not merely functional.

        It's probably closer to the truth that someone first buys a fancy electric drill, and then wanders around the house looking for excuses to drill holes in things.

        Great thread, btw.
        I'm glad you brought that up.

        The saying about drills and holes always bothered me.

        While it's true that drill create holes, there is a huge variety of types of drills, ad the differences in features, quality, and price.

        So when someone is shopping for a drill...sure they want holes....but they also may want "The cheapest drill I can find" or "The best drill I can find, so I can brag to my friends" or "The brand I trust, no matter the cost" or " A cordless drill with lots of bits included" or "A drill like my father used to have", or "A drill just like all my friends have".

        Sure, they really want a hole. But that drill will satisfy desires, needs, impulses that we may never know we have.

        So, what are you selling? holes? No. Your selling a self image.
        Signature
        One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

        What if they're not stars? What if they are holes poked in the top of a container so we can breath?
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        • Profile picture of the author Frank Donovan
          Originally Posted by Claude Whitacre View Post

          So when someone is shopping for a drill...sure they want holes...
          Actually, nobody wants a hole. They might want a set of shelves...

          Signature


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      • Profile picture of the author DABK
        You're quite right. I've found myself at stores selling tools, thinking about buying one or another that I did not need, never used, nor had any plans for using.

        Why?

        Wide range of reasons, all of which go to what Claude said: self-image improvements (accessories?).


        Originally Posted by Frank Donovan View Post

        Whoever came up with that saying couldn't have been a DIY enthusiast. It misses the point that expensive tools or the latest piece of kit can be sexy - not merely functional.

        It's probably closer to the truth that someone first buys a fancy electric drill, and then wanders around the house looking for excuses to drill holes in things.

        Great thread, btw.
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  • Profile picture of the author Herlen Peixoto
    Thank you very much, it helped me a lot.❤
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  • Profile picture of the author max5ty
    @DABK -

    Great comment.

    But, I would add, If you're the only one selling it, the demand probably isn't going to make you wealthy. You want a product that everyone knows about and is being sold. Your success would come from positioning your product in a unique way that grabs their attention like the others didn't.

    @Claude -

    Interesting.

    The only thing I would caution against is that some of the stories we read about were offers that were sent to a specific list.

    I have seen statistics that seemed swayed by something little, when in fact it was just the timing.

    Good comment though. Thanks for the feedback
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    • Profile picture of the author DABK
      Well, yes and no.


      There was demand for copiers before copiers existed. The first to sell them made money till another store opened. Same with fax machines and a lot of other things.


      The only one to sell something a certain way... There are people who positioned themselves in such a way that they are the only ones selling something a certain way.


      There are lots of coffee shops in my neighborhood, mostly Starbucks. And they seem to do well. And there is a non-Starbucks, non-franchise one too. It too does well. Because there are people who want their coffee from non-Starbucks, non-franchise. Some of them swear that the coffee tastes better at the non-Starbucks store. (My taste buds disagree. It's not bad coffee, just not better. But you must make yourself seem logical (safe face, as I mentioned somewhere else).


      So, you must choose carefully, make sure you have enough of a niche...


      I once knew a real appraiser who made his bet on being the 2-4 unit appraiser in the suburbs of a big city... (He did not want to go into the big city, hated driving there.) His problem is what you pointed out: there were not enough 2-4 unit buildings in the suburbs to make him a 10th of the money he wanted.


      (By the way, he did some math... just miscalculated how often a 2-4-unit property gets appraised in a year.)



      Originally Posted by max5ty View Post

      @DABK -

      Great comment.

      But, I would add, If you're the only one selling it, the demand probably isn't going to make you wealthy. You want a product that everyone knows about and is being sold. Your success would come from positioning your product in a unique way that grabs their attention like the others didn't.

      @Claude -

      Interesting.

      The only thing I would caution against is that some of the stories we read about were offers that were sent to a specific list.

      I have seen statistics that seemed swayed by something little, when in fact it was just the timing.

      Good comment though. Thanks for the feedback
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  • Profile picture of the author max5ty
    [DELETED]
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    • Profile picture of the author DABK
      That is a story that Dan Kennedy told at an event, he had conversion percentages. The ones for the s-at the end version, were better than the ones for no-s at the end version.



      He had a company name too.


      I have no idea if it is true, I did not verify.


      It seems plausible to me, small changes have increased conversions in my case now and again.


      Originally Posted by max5ty View Post

      I'm sorry, but after 40 years of copywriting, I just don't believe adding an "s" or not changed the whole dynamics.

      There are way too many other factors that must be considered. Who it was sent to? When it was sent? Was it a cold audience? A warm audience?

      I've seen so many so-called little changes that supposedly changed things. Most of it is taking science to such an absurd degree that it becomes nonsense.

      If you notice, most of these so-called statistics are on sites that are selling you on the secrets of copywriting...and how they are going to tell you something that could change your campaign.

      I don't see it. I've never been convinced without looking at all the underlying facts...and then I usually can spot that the story is just hype.

      Not arguing with you. I appreciate your opinion. Just my thoughts.
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  • Profile picture of the author Jamell
    This is a awesome piece of content that I needed to read .I will incorporate what you have shared with me .
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  • Profile picture of the author Princess Balestra
    Originally Posted by max5ty View Post

    T

    7. People are more afraid of what they'll lose than what they'll gain.
    Aw, but then they walk in a bar an' see Moi.

    Thing is, steps out into uncertain places (Adventure) prolly take 2nd place to Protective Graspo -- less'n you the kinda entreprenoor can persuade nowan othahwise.

    & that is where troothful glories shine brightest.

    Is the fyootyoore miraculously conjured or grimly inevitable?

    Prolly the best copy writes always to sum specific vista within this range.
    Signature

    Lightin' fuses is for blowin' stuff togethah.

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  • Profile picture of the author spartan14
    Thats the mindset you need to have .To be succesful you need to think to your customers ,what they need ,how you can make their life better etc and then you will be succesful
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    Admin note: Affiliate links are not allowed in paid user sigs

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  • Profile picture of the author Charlyne Masongsong
    Awesome thread! Why didn't I find out that there's a copywriting forum here? Love love love! Just starting to get into copywriting and I am grasping at straws! SO excited about what I'll learn here. THANK YOU!
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    • Profile picture of the author DWolfe
      Originally Posted by Charlyne Masongsong View Post

      Awesome thread! Why didn't I find out that there's a copywriting forum here?
      Charlyne are you in the Feed or Modern view? If you are try switching to the Classic View to see the sections of the forum.

      Just highlight your user name in the Black bar on the right side. A drop down box will appear. Then click on Classic View. You can switch back to the Modern View at any time.
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      You can earn 10% average annual returns on your investments - https://app.groundfloor.us/r/m2aa7b
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  • Profile picture of the author marly66
    Thank you, a very insightful analogy. love it. I'm always giving stuff away, never thought of asking for something in return.
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