Anyone Tried/Tested "The Negative Sell?"

2 years ago

Originally Posted by Jonathan 2.0

This is something I learned from Ron Holland ["Talk And Grow Rich"] ...
Basically a Copywriter it would be something like:

"If you're not 100% certain you want to invest in this ... Then maybe
you're not an Action Taker and this course isn't for you ... So please leave now."

Thoughts? Does it work?

There are shades of gray in this type of selling, as presented, it is borderline insulting (by intent) and may be used to trigger a specific reaction...and how it is presented, or what the context and where and when it is said plays a factor.

One of the most powerful tools in all of selling, is...

not caring. I'd say the vast majority of sellers are fraidy cats, spooked easily at the first sign of rejection, and it is often that same desperation to make a sale which becomes the biggest turn off.

But, if there is a "take it or leave it" non personal attitude there, it is a different animal.

It is why so many quit selling face to face and so many prefer this Internet (remote) selling, because they can't handle the rejection.

Pro sales people seem to think, a NO is a step closer to a YES, so they just move on to NEXT and NEXT.

This doesn't translate that much in copywriting, the best example was maybe, THE RICH JERK of several years ago, which was intended to 'rub it in' and evoke a reaction.

That is an extreme use of negative copy, but many old timers, one of my favs, Dean F.V. DuVall, was like this and so is/was Jeffrey Lant.

In practice, it is a good tool for weeding out people you don't want as a customer, some come with just way too much baggage and it is better to jettison them at the promotion before they create headaches for you.

I also believe it has to be either an honest reaction, and seldom works as a marketing gimmick, it is best left in the hands of the professionals, and rank amateurs might want to shy away from it.

GordonJ

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2 years ago

Originally Posted by Jonathan 2.0

This is something I learned from Ron Holland ["Talk And Grow Rich"] ...
Basically a Copywriter it would be something like:

"If you're not 100% certain you want to invest in this ... Then maybe
you're not an Action Taker and this course isn't for you ... So please leave now."

Thoughts? Does it work?

It doesn't work well as you stated it.

A version of this that works well is implying that there is a limited number/amount of what you sell. It could even be a limited amount of time you have.

And implying that you are in demand also helps.

If you said the "So please leave now" part, it would kill any sales, even the ones who were really going to buy. It's just way too harsh.

Just saying "This isn't for everyone" is usually enough.

In practice, anything like this is used after several attempts to get the sale.
After a few failed closing attempts, I used to say "I only want happy clients. I am looking for clients that are so excited by what they hear from me...that they just can't wait to get started. My question is; Is that you?"

This almost never closed a sale on its own, but the answer told me if continuing would be profitable or not. The purpose of the question was to tip them over on the fence, one way or the other.

Originally Posted by GordonJ

One of the most powerful tools in all of selling, is...

not caring. I'd say the vast majority of sellers are fraidy cats, spooked easily at the first sign of rejection, and it is often that same desperation to make a sale which becomes the biggest turn off.

I wouldn't say that appearing to not care helps. But appearing to not need the sale sure does. And this can be accomplished with body language, timing, and expressions. You don't really have to say it out loud.

In fact, saying something like "You can take it or leave it" or "I don't need the sale" is a sure way to kill a sale. At least it would to me....because the person would sound incompetent.

And you are right, it's rare to find a salesperson who doesn't panic a little when they ask for the sale...and...it...always...shows.

And you are also right in that it doesn't translate as well to the written word.

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2 years ago

Originally Posted by Claude Whitacre

But appearing to not need the sale sure does. And this can be accomplished with body language, timing, and expressions. You don't really have to say it out loud.
You are right, it's rare to find a salesperson who doesn't panic a little when they ask for the sale...and...it...always...shows.
And you are also right in that it doesn't translate as well to the written word.

Thanks Claude, body language speaks volumes, eh? Which is why, in my opinion, face to face sales is so much easier than remote selling which relies on copy only. And, of course, the what is being sold holds weight too.

SARubin shows a very good negative approach with:>>>>

A better negative approach, for the average person, might be something like...

"Quite frankly this course isn't for everyone, because it involves work and some people are not willing to put in the effort it takes to double, or even triple their income over the next 12 months.

Some people just want a free lunch, and those people are doomed to failure.

I don't do failure. I only do success! So of you're not 100% certain that you're ready to take action, and invest in your own bright future, then this might not be the course for you.

On the other hand, if you are the type of person who... "

And then describe the benefits of a bright future and a better life, after taking the course.
Depending on the audience, something like that might be worth testing.<<<<<<<<

In my 60+ years, only those I've mentioned (Dean F.V. DuVall and Jeffrey Lant) had success with negative copy, and it had the context of their personality, also NEO-TECH man; Frank Wallace (born Wallace Ward) used negativity in his promotion.

It might be considered negative also, when attack is used, to rally those, as SARubin stated: "already drooling" over the person making the offer.

I do know Gary Halbert's two biggest failures ever were negative, the famous FAT BOY radio ad that poked fun of fat people was his biggest bomb, his negativity was wrapped around a friendly "big brother" or "coach" attitude, being insulting to his proteges for their own good, but that didn't carry over into copy (with maybe some high finance offers).

Funny thing, when you watch the Wolf of Wall street, that sort of berating worked on those ready to invest thousands of dollars, think of the Madoff pitch, where most marketers can't sell a 35 dollar book.

GordonJ

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2 years ago

Originally Posted by Jonathan 2.0

This is something I learned from Ron Holland ["Talk And Grow Rich"] ...
Basically a Copywriter it would be something like:

"If you're not 100% certain you want to invest in this ... Then maybe
you're not an Action Taker and this course isn't for you ... So please leave now."

Thoughts? Does it work?

I doubt this works on many people, if any.

If someone is already drooling over this guys previous brilliant insights, then it might work? Otherwise it comes across as insulting and patronizing (maybe condescending is a better word to describe it).

A better negative approach, for the average person, might be something like...

"Quite frankly this course isn't for everyone, because it involves work and some people are not willing to put in the effort it takes to double, or even triple their income over the next 12 months.

Some people just want a free lunch, and those people are doomed to failure.

I don't do failure. I only do success! So of you're not 100% certain that you're ready to take action, and invest in your own bright future, then this might not be the course for you.

On the other hand, if you are the type of person who... "

And then describe the benefits of a bright future and a better life, after taking the course.
Depending on the audience, something like that might be worth testing.

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2 years ago

Originally Posted by SARubin

I don't do failure. I only do success! So of you're not 100% certain that you're ready to take action, and invest in your own bright future, then this might not be the course for you.

On the other hand, if you are the type of person who... "

And then describe the benefits of a bright future and a better life, after taking the course.
Depending on the audience, something like that might be worth testing.

See what he did there, everyone?

It wasn't personal. He was speaking about a hypothetical person, and then immediately went on to describe how nearly all of us would describe ourselves...rightly or wrongly....in glowing terms.

That's selling.

Originally Posted by GordonJ

Funny thing, when you watch the Wolf of Wall street, that sort of berating worked on those ready to invest thousands of dollars, think of the Madoff pitch, where most marketers can't sell a 35 dollar book.

GordonJ

When you see The Wolf Of Wall Street, or read any of Belfort's books (or take his course)...

These brusk, berating statements only come at the end of a pitch, after the buyer is trying to hang up.

It's a Hail Mary attempt to get them to act emotionally.

The purpose is to generate an emotional response that can be more easily handled than indifference or indecisiveness.

It tends to work more on people who are very intimidated by authority figures...or Alpha males who love engaging with other Alpha males.

I walked into a busy retail store once to sell my local online marketing service. The owner heard me say about three words, and just walked away. For some reason, it really angered me.

I yelled "I'm not done talking to you!". He turned and engaged. At first, a little put off, but he bought that day.

It was dumb luck on my part that I pulled the right trigger.

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Banned 2 years ago

Thanks Gents. : ) It's great to hear from established Salesmen/Copywriters.

Originally Posted by SARubin

"Quite frankly this course isn't for everyone, because it involves work and some people are not willing to put in the effort it takes to double, or even triple their income over the next 12 months.

Some people just want a free lunch, and those people are doomed to failure.

I don't do failure. I only do success! So of you're not 100% certain that you're ready to take action, and invest in your own bright future, then this might not be the course for you.

On the other hand, if you are the type of person who... " .

Cool. : ) Thanks. That's a much better approach/example. Hopefully People can see how to use "Negative Selling".

Originally Posted by Claude Whitacre

See what he did there, everyone?

It wasn't personal. He was speaking about a hypothetical person, and then immediately went on to describe how virtually all of us would describe ourselves...rightly or wrongly.

That's selling.

Yup. Great example of Copywriting/Selling.
: )

P.S.

"If you're not 100% certain you want to invest in this ... Then maybe
you're not an Action Taker and this course isn't for you ... So please stop reading unless you want to know more ..."

Would part of that work for an eMail message? Or is it still off-putting?

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2 years ago

Originally Posted by Jonathan 2.0

P.S.
Would part of that work for an eMail message? Or is it still off-putting?

I would never use anything close to that in an e-mail.

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Banned 2 years ago

Originally Posted by Claude Whitacre

I would never use anything close to that in an e-mail.

Why not? Assuming many People will click the Link ... And then a Person/Marketer follows up with exceptional advice/value ... Then surely that's a good thing.

No?

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2 years ago

Originally Posted by Jonathan 2.0

Why not? Assuming many People will click the Link ... And then a Person/Marketer follows up with exceptional advice/value ... Then surely that's a good thing.

No?

I would never use the negative approach until I have tried several attempts at a sale, using other means.

To me, it's a last ditch effort to get the prospect off the fence. Never lead with it.
At least that's my experience in personal sales.

Another reason is that this approach would be inconsistent with the person you project yourself to be.

You would need to project a gruff, no nonsense, confrontational attitude to make this approach palatable for a reader.

In my opinion and experience.

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2 years ago

I agree with you Claude

Originally Posted by Claude Whitacre

Another reason is that this approach would be inconsistent with the person you project yourself to be.

You would need to project a gruff, no nonsense, confrontational attitude to make this approach palatable for a reader.

Most people expect us to be authentic, and they expect a certain amount of consistency in the people they follow.

If you start out as a nice helpful person, which I know you to be Jonathan, and suddenly you start throwing douchebaggery around, you'll begin to break the bond of trust with your followers and it'll make your job of selling to that list much harder, if not impossible.

If someone's persona is the rich jerk, as Gordon pointed out, then the opposite would be true. The people on that list expect you to be crusty and rude, and if you all of a sudden start getting gooey and sentimental they'll think you're a phony. And your job of selling to that list just got much harder.

I personally would not use the harsh negative approach because it doesn't fit my persona.

But you can certainly test it out with a small portion of your own list and see what happens. Who knows, it might work. And if it does backfire at least you'll only alienate a few people and not your entire list.

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Banned 2 years ago

Originally Posted by SARubin

If you start out as a nice helpful person, which I know you to be Jonathan, and suddenly you start throwing douchebaggery around, you'll begin to break the bond of trust with your followers and it'll make your job of selling to that list much harder, if not impossible.

Why are your making this "Personal?" I was just asking a question and creating a discussion.

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2 years ago

Originally Posted by Jonathan 2.0

Why are your making this "Personal?" I was just asking a question and creating a discussion.

My mistake. I thought you were asking because you were actually considering trying it out on your own list.
I guess I was just projecting my own intent onto your question (I usually like to see if stuff works in the real world) But you're right, hypothetical discussions can be fun too.
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1 year ago

Email is a whooooooole different thing mate
- Jonathan 2.0
  
  Jonathan 2.0
  
  Jonathan 2.0
  
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  Banned 1 year ago
  
  Originally Posted by Matteo Tzenetopoulos
  
  Email is a whooooooole different thing mate
  
  Thanks for the reply. However I think there are some similarities ... In fact I've seen some Marketers start off by writing an eMail ... And then transition into selling something.
  
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2 years ago

Probably the most famous use of the negative sell was the American Express mailing piece.

It started off "Quite frankly, the American Express card is not for everyone..." It proved to be highly effective (because of the 'forbidden fruit' psychological trigger) and was mailed very profitably many times.

I used it very successfully when selling some very high ticket items (About 14 million Euros a pop), because we did not want any tire-kickers.

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2 years ago

Originally Posted by Paul Hooper-Kelly

Probably the most famous use of the negative sell was the American Express mailing piece.

It started off "Quite frankly, the American Express card is not for everyone..." It proved to be highly effective and was mailed many times..

Nice catch Paul. You recognized the source of my swipe file for that first sentence in my example above.
Most youngsters never even heard of that sales letter. Now I know you're old-school, like me

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2 years ago

Originally Posted by SARubin

Nice catch Paul. You recognized the source of my swipe file for that first sentence in my example above.
Most youngsters never even heard of that sales letter. Now I know you're old-school, like me

Neat to contrast the excloosivity of the oft-quoted Ogilvy Rolls Royce dashboard with the more limited excloosivity of the Mastahcard.

Prolly more people were eligible for a Mastahcard than a luxury car intrinsically bcs CASH.

Intrestin' contrast of luxury availability, I guess -- an' both from the same copywritin' camp.

The bar to accessin' the card was INVENTED, an' levelled up its valyoo to the smooth ride reserved only for people with their dreamsy vehicles whom you aspire to be.

So I guess the negative sell invites your prospects to considah how much they wanna jump.

To sumplace they mebbe feel they don't deserve to occupy, less'n yanno WHY NOT?

How rich is our litrtyoore, movie culchah an' song with the success stories of the Dissed & Thwarted Come Good?

"They said I never could -- but I DID!"

Don't necessarily work for tampons, so you gotta pick yr moment.

Like all sellin' strategies, you gotta considah the most huppropriate for the market scenario as it hums in real time -- which no Negative Sell ain't always gonna be.

But when she primed for actschwaahn, she a total bitch.

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2 years ago

Well said Princess. At least I think it was well said. To be honest, I'm not exactly sure.
But I still love the colorful way you said it.

Originally Posted by Princess Balestra

So I guess the negative sell invites your prospects to considah how much they wanna jump.

To sumplace they mebbe feel they don't deserve to occupy, less'n yanno WHY NOT?

How rich is our litrtyoore, movie culchah an' song with the success stories of the Dissed & Thwarted Come Good?

"They said I never could -- but I DID!"

Yeah, I think a lot people are looking to become a better version of themselves. And it just makes sense if we can offer them a path from where they are right now, to where they want to be, then they'll want what we have to offer.

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2 years ago

Whilst this might be true in some cases the tone and delivery is distasteful .

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2 years ago

Maybe it would help if we talked about what the negative sell is used for.

In most cases, it's to elicit a push back.
For example, you say "Most people can't afford this" ad some people will think "Oh, Yeah? I'll show you!".

You insinuate that they can't do something...to get them to emotionally push back...by buying.

I've only used it a couple of times, when I knew the sales prospect was contentious...or they just didn't like me. And it's worked.

But such blatant uses usually work against you, unless you have established a persona (that the reader is aware of) of being a cranky, intolerant, picky seller.

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2 years ago

Originally Posted by Jonathan 2.0

This is something I learned from Ron Holland ["Talk And Grow Rich"] ...
Basically a Copywriter it would be something like:

"If you're not 100% certain you want to invest in this ... Then maybe
you're not an Action Taker and this course isn't for you ... So please leave now."

Thoughts? Does it work?

It works if you're addressing the audience that is susceptible to that type of manipulation.

Step 1 is to identify the audience. Step 2 is write in a "voice " that speaks to them.

If you're addressing the right audience they won't have to be sold... they already are.

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Originally Posted by Tsnyder

It works if you're addressing the audience that is susceptible to that type of manipulation.

Step 1 is to identify the audience. Step 2 is write in a "voice " that speaks to them.

If you're addressing the right audience they won't have to be sold... they already are.

Interesting. Thanks Tsnyder. What about "Assuming the sale" ... Does that play a part? And similar to what you said?

I can't remember the original Copywriter or Ad for this strategy ... However here's a similar example from "The 12 Month Millionaire"

If you think being educated about a new profession from a guy who plead guilty to Fraud and Money Laundering is a bad idea... "The 12-Month Millionaire" is not for you.

If you think learning how to make millions of dollars from a guy who almost lost $48 Million in a brutal lawsuit - practically making him homeless - is a bad idea... "The 12-Month Millionaire" is not for you.

If you think discovering how to live the "good life" from a guy who was facing 10 years in prison is a bad idea... again... "The 12-Month Millionaire" is not for you.

But if you are looking for the real... the genuine... the no bullshit way to become filthy rich - and at the same time - avoid any of the pitfalls massive success comes with... this will be the most rewarding information you'll ever come across.

Thoughts?

Originally Posted by Paul Hooper-Kelly

Probably the most famous use of the negative sell was the American Express mailing piece.

It started off "Quite frankly, the American Express card is not for everyone..." It proved to be highly effective (because of the 'forbidden fruit' psychological trigger) and was mailed very profitably many times.

I used it very successfully when selling some very high ticket items (About 14 million Euros a pop), because we did not want any tire-kickers.

Wow. Thanks for contributing Paul. : ) I love that example.

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2 years ago

Originally Posted by Jonathan 2.0

Interesting. Thanks Tsnyder. What about "Assuming the sale" ... Does that play a part? And similar to what you said?

I can't remember the original Copywriter or Ad for this strategy ... However here's a similar example from "The 12 Month Millionaire"

If you think being educated about a new profession from a guy who plead guilty to Fraud and Money Laundering is a bad idea... "The 12-Month Millionaire" is not for you.

If you think learning how to make millions of dollars from a guy who almost lost $48 Million in a brutal lawsuit - practically making him homeless - is a bad idea... "The 12-Month Millionaire" is not for you.

If you think discovering how to live the "good life" from a guy who was facing 10 years in prison is a bad idea... again... "The 12-Month Millionaire" is not for you.

But if you are looking for the real... the genuine... the no bullshit way to become filthy rich - and at the same time - avoid any of the pitfalls massive success comes with... this will be the most rewarding information you'll ever come across.

Thoughts?

Yes. The reason this copywriter said all of that, isn't because he method is a proven way to sell.

The writer said all that for two reasons I can immediately see;
1) He is trying to differentiate himself from anyone else selling "Get rich" information.

2) He obviously knows that anyone doing a Google search is going to bring up all this mud about him. So it's better to handle the elephant in the room up front.

There are readers out there that will think "Well, if this guy is willing to say all these bad things about himself, obviously what he teaches is going to be great!".

Similar to the commercial "With a name like Smuckers, you know it's got to be good".

No, it doesn't....but it's a logical falacy...an appeal... that many will accept.

Those are guesses..

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2 years ago

Throw out a vacuum fulla nuthin' whatsoevah, likely all kindsa stuffs gonna SWOOSH to fill the place.

"Why, it's like I was carried along, as if by magic -- simply for fear of missing out!"

"Nobody ever received discount coupons for being unreceptive to the point of near-death!"

"Where's ... where's my cat? Has she abandoned me for tastier food JUST SECONDS DOWN THE STREET?"

Prolly we could fill infinite vacuums with all kindsa cat pee an' whatevah.

But that would surely squandah alla our natchrl resources.

Thing is, what are the odds?

As the plateau of wondah shapes up to the precipice of possibility?

Next time I am

1) In a library

or

2) Cruisin' past sum hot dog joint desprit for shapely parabolae

likely ima fix up on my perfect ansa before we figurin' them tricksy 3-11 plummetscapes.

Or male cats jus' group up & hunt out yr brayins.

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2 years ago

I've always felt this type of rhetoric is schlocky. We should focus on problem mirroring, making an emotional connection, benefit painting, and explaining how to get started. (Biggest takeaways, for me, from the StoryBrand framework.) Negativity has to be used very carefully--only as a warning to hint that not taking action will create problems.

This rhetorical move, IMO, moves toward ad hominem. Never appropriate in marketing or selling.

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2 years ago

It depends on the previous interactions with the seller.

For example, if the persona was that of The Rich Jerk,
then the hard negative close is fitting.

The woman relationship coach who exudes kindness
using the negative close would be out of character.
to her audience that has interacted with her.

Best,
Ewen

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Banned 2 years ago

Originally Posted by ewenmack

The woman relationship coach who exudes kindness
using the negative close would be out of character.to her audience that has interacted with her.

Let's say the Copywriter does everything they can to Persuade their Relationship Prospects to Buy/Invest ... Then as a P.S. They say something like ... "We will provide you with everything you need to meet the Partner of your Dreams ... However if you're not 100% sure you want to invest in this ... Then maybe you're not ready to buy."

Thoughts?

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2 years ago

Originally Posted by Jonathan 2.0

Let's say the Copywriter does everything they can to Persuade their Relationship Prospects to Buy/Invest ... Then as a P.S. They say something like ... "We will provide you with everything you need to meet the Partner of your Dreams ... However if you're not 100% sure you want to invest in this ... Then maybe you're not ready to buy."

Thoughts?

There's a more effective way than that in the follow up email sequence.

Personalize to many.

In your email dashboard look for the multiple opens that haven't bought.

Instead of the pressure of a yes decision,
go with a no reaction.

For example, you insert their first name and say something like...
I noticed you read my last emails.
and you haven't taken the next step.

It seems like what I said was totally out of alignment for you.

.....................
What happens you get responses asking a couple of very basic questions
that are easily answered, and they are clear to buy.

These personalized messages activate the missed sales that the
typical deadline pushing for yes tactics missed,
especially to those that have reread your emails.

Best,
Ewen

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2 years ago

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2 years ago

Did a bit of cleanup and re-opened the thread because it is a good discussion with some excellent examples.

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2 years ago

One thing I think everyone should understand is that a lot of the ideas they read about were used on a list...

sometimes, depending on your list, you can do things that wouldn't work on someone else's list or in the real world.

As far as the Vincent James thing...he was on his way to prison for 4 months and wrote his book in 17 days. What you quoted was from the introduction to the book. His math in the book about how he made more than all these CEOs is nonsense...it doesn't add up.

Not sure if the book is still for sale. It was about $300 when it came out. These days I just go to Bard and ask it to summarize a book for me...mainly because most of the time I'm too lazy to read a whole book anymore. Anyway, I bought the book and didn't think it was really all that. He made his money selling those pills that supposedly enhanced your private part. Would send you a cheap sample, then keep billing month after month.

I'm not a big fan of negative selling unless maybe it's used in a whimsical way. 'Warning: This xxxxxxx may cause uncontrollable happiness'

As you mentioned earlier, I think a good plan is to assume the sale from beginning to end.

If you're in a situation where you're telling people to leave if they're not interested...you've advertised to the wrong audience.

The original example you gave is cheesy and screams used car salesman. We all know it's easy to be cheesy.

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Thanks for contributing max5ty. : ) I've been a fan of your Posts for some time now.

Originally Posted by max5ty

The original example you gave is cheesy and screams used car salesman. We all know it's easy to be cheesy.

Lol ... OK, fair enough.

Originally Posted by ewenmack

These personalized messages activate the missed sales that the typical deadline pushing for yes tactics missed,
especially to those that have reread your emails.

Interesting eMail follow up strategy Ewen.

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Claude Whitacre

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2 years ago

Originally Posted by max5ty

.
I'm not a big fan of negative selling unless maybe it's used in a whimsical way. 'Warning: This xxxxxxx may cause uncontrollable happiness'

Another way to sound negative is to offer a "damaging admission" that is actually a benefit.

Male enhancement pills were advertised with a warning "If erection lasts for 4 hours or more, see your doctor".

The first time I read it I laughed, because it was obvious that the statement was not a warning, but designed to get men to think "This could work for 4 hours? Wow!"
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  Originally Posted by Claude Whitacre
  
  Male enhancement pills were advertised with a warning "If erection lasts for 4 hours or more, see your doctor".
  
  Ha ― that's genius Claude: Thanks.
  
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  "Each problem has hidden in it an opportunity so powerful that it literally dwarfs the problem. The greatest success stories were created by people who recognized a problem and turned it into an opportunity."―Joseph Sugarman
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  1 year ago
  
  Originally Posted by Claude Whitacre
  
  Another way to sound negative is to offer a "damaging admission" that is actually a benefit.
  
  I know this thread is kinda old...
  
  but I was going through some stuff today and came across something that I had forgotten about...and probably everyone else has heard about.
  
  It's like what Claude mentioned where you take something that sounds negative and turn it into a benefit.
  
  I'm talking about the famous ad that the ski resort Snowbird did in Utah. A guy had left a 1-star review where he said the course was too advanced, then went on and even said it was ridiculous.
  
  The resort took the 1-star review and turned it into a whole ad campaign where they just used that review and said nothing else. It worked because their target customers are into the tough slopes. You can Google Snowbird in Utah using a 1-star review and see the ad.
  
  Of course, there are bars that turn bad reviews into sayings on t-shirts...the music was too loud, etc.
  
  Myself, I sometimes liked to do at least 3 testimonials where two were all happy and giddy about the product, and the third one was a little bit negative...but the negative one would make people think 'Wow, this is exactly what I'm looking for'
  
  For example, let's say you're selling a copywriting course and you have a couple of good glowing testimonials, then the third one says something like: 'I thought the course was way too deep and it seemed like it was geared more toward career-minded copywriters'
  
  That's just a quick example off the top of my head, but I'm trying to explain how the seemingly negative testimonial is actually a benefit for the clients you're trying to get.
  
  Ok, just some rambling. Look that ad campaign up about the ski slope, it did pretty well.
  
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2 years ago

first time hear about it)

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1 year ago

Myself, I sometimes liked to do at least 3 testimonials where two were all happy and giddy about the product, and the third one was a little bit negative...but the negative one would make people think 'Wow, this is exactly what I'm looking for'

That is so smart. A full page of 'testimonials' that is full of 'this is great' 'best ever' and one 'review' after another that 'just happens' to highlight the bullet points...feels fake quickly. A small 'wrinkle in the fabric' of the testimonials can serve as challenges rather than negatives.

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1 year ago

Originally Posted by Kay King

That is so smart. A full page of 'testimonials' that is full of 'this is great' 'best ever' and one 'review' after another that 'just happens' to highlight the bullet points...feels fake quickly. A small 'wrinkle in the fabric' of the testimonials can serve as challenges rather than negatives.

The thing that works better than testimonials is a recommendation from a friend.

Friends usually share the same interests. I've talked about this many times.

There is a science behind starting a business and building a business.

The biggest problem in starting a business is people do not understand the minimum viable product concept.

Someone says I want to start a hotdog stand. But, I should add chips...and maybe hamburgers for those that don't like hotdogs...and maybe chicken sandwiches for those that don't like hotdogs or hamburgers...and maybe I should add something vegan so I can attract that crowd...and maybe I should add some ice cream to attract even more people that might be on the fence about buying...

your business MAY eventually take off, but you've spent way too much money getting it to where you want it to be...and you've spent way too much time finding out if anyone even wants what you're selling.

I'm using a very simplistic example. It applies to anything you want to start.

MVP...I sell the world's best hotdogs, and that's all I sell...

I'm not trying to get everyone to like them. My goal is to get 50 people to like them...which is where my referral from a friend comes in.

Those 50 will refer me to their friends...then those friends will refer me to their friends...and those...on and on.

Instead of spending hundreds and thousands on advertising, I'll just use my early adapters to advertise for me and give them incentives for doing so since it's more effective.

MVP is one of the hardest concepts for people to grasp. Then again, the longer an idea is in planning, the longer you can procrastinate before the real work begins. Anything before the real test of whether your idea works or not is just dreaming, and dreams are always in your favor because they're your best scenario.

Adding more options in the future ensures your current customers keep being your current customers and gives you more room for NEWS in the future...another scientific concept.

Anyways, there could be a whole discussion on this that goes much deeper.

But, along that line of thinking...

I see so many copywriters in 2023 that get hired to promote a product and they think they need to write something so good that thousands of people hit the buy button...

no, you don't. You need to focus on maybe 50 or even 100 people to get on board and then switch your campaign up to focus on those 50 or 100. This is 2023...we're not spending $200,000 on a full-page ad anymore, we've figured out easier ways to attract customers.

If I were looking for clients these days and an established business came to me saying they wanted more customers I wouldn't try and write something to entice new customers...

I would realize they did a poor job of nurturing the customers they had and I would focus on firing their current customers up to bring in more customers...or look to see if there was a reason their current customers weren't recommending them.

100 good customers can help you build an empire...even 50 good customers will work.

Along the lines of this thinking, a 50 or 100-person email list can make you a fortune.

So anyway, I'm rambling on again...

what I really wanted to say was personal referrals are gold. I apologize if I got a little off subject

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1 year ago

In my opinion, casting the prospect in a bad light in ANY way won't help your cause - even if it's only implied. I'd rather praise him/her for making the smart choice of taking the time to check out the product I'm promoting. I'd rather not take the risk of alienating even 1 prospective buyer and miss out on sales, than to bet the 'farm' on this approach.

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Anyone Tried/Tested "The Negative Sell?"

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