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Throw Away the Bloody Rulebook!

by Mark Pescetti
10 replies
I've noticed that quite a few of my clients are literally afraid to make bold statements...
...Fearing they'll turn people off.

For instance, if you're product or service offers a SOLUTION that helps people make more money, while also empowering them with the ability to STOP LOSING money...

...It's in their best interest that you're as blunt as possible.

Don't you think?

Isn't it your responsibility to HELP them understand the consequences by inflaming their emotional sensibilities?

You can't generate maximum conversions with your copy if you're walking on eggshells.

Throw away the rulebook and quit conforming your copy to your own inhibitions.

If something you're writing FEELS uncomfortable, you should probably use it.

Don't shy away from triggering people's deep-seated fears - especially if your SOLUTION sincerely HELPS them!

Here's one way you can accomplish this:

...Create a character.

...Write from this character's perspective.

This allows you to say things that are out-of-context with your own beliefs and judgments.

But ALWAYS come from an authentic intention of positively affecting people's lives with your product or service.

In other words...

...As long as you BELIEVE in what you're selling and genuinely want to HELP the prospects you're selling to, you can do no wrong.

That means...

...Piss people off, trigger their own beliefs and judgment by challenging them, bring up their deepest fears and TELL them what will happen... IF THEY DON'T BUY YOUR PRODUCT OR SERVICE!

You're not here to protect people's feelings.

You've got to demonstrate your SOLUTION'S benefits in ways that go far beyond simply bulleting them.

Make people FEEL uncomfortable... massively uncomfortable.

Let them know that if they don't embrace change and buy your SOLUTION, things will only get WAY worse!

You have to take them FAR away from their comfort zone to maximize the action you want.

Mark Pescetti

P.S. One of the biggest hindrances for writing copy that converts on a gargantuan scale is working within the confines of your own beliefs and judgments. Check yourself at the door... before you sit down at the computer. Your job is to KNOW what beliefs and judgments your audience harbors and inflame the living sh!t out of 'em... then your SOLUTION looks like their saving grace!
#bloody #rulebook #throw
  • Profile picture of the author Jason Kanigan
    This is definitely the "art" side of copywriting that follows the "science" side.

    Look at Mal the Copy Nazi's sig: "By offending nobody, you impassion nobody." ~Gary Halbert.

    There are some good videos of Gary for the Googling.

    Knowing all the techniques in the world will only take you so far. I trained kung fu for many years and just started training traditional tae kwon do (not the sport version most people are familiar with, and quite similar to kung fu). Relevant to both training and copywriting is a quote in a taoist text that I read years ago:

    "Advanced students forget their many options."

    Learn everything you can, and keep learning--but when it comes time to write, let your message come out the way it wants to...without early judgement. Nitpick later. There will be time. Get the bones of the idea down first. Otherwise your idea could arrive stillborn.
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  • Profile picture of the author John_S
    If something you’re writing FEELS uncomfortable, you should probably use it.
    I disagree on this point. Depending, of course, on the context this feeling is probably telling you something.

    It could be something as unresolved cognitive dissonance. (You only get the sale after resolving the congnitive dissonance). If your claims exceed your proof -- watch out.

    The sale won't happen. I don't care what you believe -- the belief won't transfer. And it is all about transfer of belief, not merely holding belief. Conversion to belief. Proselytising. Even when they're likely to believe, it's still a conversion process to go ahead and act upon that nascent belief.

    I agree with your "character" approach. I call it a persona and scenario approach. It's best when solidly anchored with data -- elsewise it can be easily dismissed as fiction.

    But come to the table with Jenny, a perfectly profiled ideal customer; things can change. Clients can readily understand X or Y or Z has to change to make sales. More marketing (and client wrangling) than copy, but still.

    You can push a client out of their comfort zone and have them thank you for it.

    While I agree you are not there to appeal to anyone's sensibilities, there's a good and a bad side to stirring up the emotions.
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  • Profile picture of the author DougBarger
    This is true. It's the law of contrast at work.

    You find the biggest problem that causes the most pain, make your prospect painfully aware of it and agitate it to the point where they realize they must take a specific action to solve it now.

    And then, just when the prospect feels as if they are about to die from dehydration
    in the desert, there's your product introduced as the tall, ice cold glass of water
    to quench their thirst.
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    => Stay tuned...

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    • Profile picture of the author Steve The Copywriter
      Or...

      Create the "itch" that they just have to "scratch"


      Steve


      P.S. I wish I could remember the name of the copywriter who said this.

      Anyway.

      Try to think back before the internet, phones and faxes - and ask yourself...

      Is your sales piece good enough for the prospect to fill out the order form, write a check, put it in an envelope and stick a stamp on it.

      Then immediately go out on a freezing cold, raining, windswept evening - to put the letter in the post.

      All because they want to be sure you get the order as quickly as possible - so they can get and start enjoying the benefits of the product.
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  • Profile picture of the author RickDuris
    Was Jesus a copywriter? I know He was a carpenter, but I kind of suspect He also had a way with words.

    One of the things He said and I don't remember exactly the words, was that one shouldn't be like lukewarm milk. The phrase went something like "If you're like lukewarm milk, neither hot nor cold? I spew thee out of my mouth."

    In essence, what He was advocating was a concept called polarization. Driving people who were truly interested in what you have to offer towards you, and deliberately pushing away those that weren't.

    I've worked with several super-successful marketers and entrepreneurs. One of the things I learned first, was that they could give a care about people who weren't gonna buy anything anyway. It was a common trait.

    - Rick Duris
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    • Profile picture of the author Mark Pescetti
      Originally Posted by RickDuris View Post

      Was Jesus a copywriter? I know He was a carpenter, but I kind of suspect He also had a way with words.

      One of the things He said and I don't remember exactly the words, was that one shouldn't be like lukewarm milk. The phrase went something like "If you're like lukewarm milk, neither hot nor cold? I spew thee out of my mouth."

      In essence, what He was advocating was a concept called polarization. Driving people who were truly interested in what you have to offer towards you, and deliberately pushing away those that weren't.

      I've worked with several super-successful marketers and entrepreneurs. One of the things I learned first, was that they could give a care about people who were gonna buy anything anyway. It was a common trait.

      - Rick Duris
      Since I'm more to the left than Bill Maher (think Religulous,) what I find even more fascinating is how the people who pieced together the bible (combined/omitted various texts) did so in order to SELL their very specific message.

      If Jesus lived, the message he communicated is a far cry from how his legacy has been used by some of the most brilliant marketers who ever lived (e.g. The Church.)

      And yes, they used polarization to its maximum potential.

      Talk about inflaming your intended audience:

      IF YOU DON'T BECOME ONE OF US... YOU'LL GO SPEND AN ETERNITY IN HELL!
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    • Profile picture of the author Mark Andrews
      Banned
      Originally Posted by RickDuris View Post

      One of the things He said and I don't remember exactly the words, was that one shouldn't be like lukewarm milk. The phrase went something like "If you're like lukewarm milk, neither hot nor cold? I spew thee out of my mouth."

      - Rick Duris
      Try the apostle John, author of Revelation.

      The scripture you're referencing is Revelation chapter 3 verse 16 - "So, because you are lukewarm—neither hot nor cold—I am about to spit you out of my mouth."

      Where's Ray Edwards when you need him?

      Kindest regards,


      Mark Andrews
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  • Profile picture of the author Mark Pescetti
    Originally Posted by Ken_Caudill View Post

    Image inspires trust. There's something to be said for a laid back sales approach.

    Subtlety sells, too.
    Yup.

    Subtlety does sell...

    ...If you're hitting the right unconscious/subconscious psychological triggers.
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    • Profile picture of the author thehorizon
      Originally Posted by Reflection Marketing View Post

      Yup.

      Subtlety does sell...

      ...If you're hitting the right unconscious/subconscious psychological triggers.
      Just a little addition to that point. Subtlety can't be too invisible either. The "closed" people probably won't be able to get it. Two ways around it: Condition/repeat or just link it to a past experience.

      Water, waves, sand, maybe breeze, maybe sun. First thing to mind? Probably a Beach.


      Haha, and the point of the Church - I would even propose it to be near the point of using cult psychology. They maintain their followers by using fear, have a "reward-system" by doing loads of self-profit Church work, telling them they can escape Hell if they don't sin and do loads of good things in their lives. But I wouldn't think pushing someone over their limits like that would work in something as escapable as a copy... Maybe some points. You certainly can't escape religion that easily because of social stigmas.

      Talking about cult psychology, there's something really weird about what I've researched. There's a significantly increased tendency to spread the word to increase "social proof" especially when what the cult believes in is proven to be wrong/proven to be not 100% accurate. They seem to want to propagate consistency in their beliefs. Just a digression.

      I agree on the point of cognitive dissonance as well. It normally occurs when the subconscious AND the conscious mind are processing two unrelated things. It creates a state of susceptibility and utter confusion. There's a pressing need to create a final decision to escape the dilemma.

      I personally think that emotional belief is mostly propagated by the following:
      a) The desire to believe
      b) The need to believe (to get out of cognitive dissonance)
      c) How their skepticism/objections are resolved
      d) How much proof they can find
      That's how controversy theories are spread - people desire to believe in an alternate theory. Then they start searching for proof. They suddenly find social proof in forums. They start to be consistent with their beliefs by engaging in discussion with other like-minded people. The losses are too big if what they believe in is wrong... right? However, if the proof is not congruent, there's really no reason for them to carry on with the belief, despite having the desire.

      I like to think of copy as matchmaking. Making the prospect fall in love with the product - through accelerated means (infatuation and seduction) or maybe even just that simple trust (love). Maybe it uses the same parts of the brain.

      Just some random thoughts. But it does highlight that psychology isn't that fixed... neither would be a rulebook on a form of persuasion.
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