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What do you do when your reader has been lied to?

by ewenmack
8 replies
Do you take into consideration your reader has most likely been lied to,
cheated out of money and has trust issues?

Curios as how you counter it.

Best,
Ewen
#lied #reader
  • Profile picture of the author Alex Cohen
    Yeah, that's one of the reasons it pays to infuse your sales copy with believability... the more the better.

    These nine persuasion elements work well for that purpose:
    • Authority
    • Credibility
    • Damaging Admission
    • Educate
    • Honesty/Integrity
    • Proof of claims
    • Social proof
    • Specifics
    • Guarantee
    Alex
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  • Profile picture of the author BudaBrit
    There's something else I noticed. I used it a lot when selling to someone who didn't think they had control over the purse strings.

    Empowerment.

    By making someone feel like it's all in their own power and ability. That everything is only their decision and they can make the changes, they get that nice little ego boost.

    That Power4Home video, for instance, stresses that YOU can make the solar panel and turbine.

    I think the ego is one of the most important tools. You could say that the ego is like a child and children are impulsive. That's good. Impulsive buys. You need to overcome the "buyers remorse" afterwards, though.
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    • Profile picture of the author Shazadi
      Definitely. Especially in popular niches like weight loss and fitness, people have had the world promised to them and often end up with nothing but empty pockets.

      I tend to look at what the competition is doing, and rather than follow their lead, do the exact opposite. I think it was Doug D'anna (copywriter for Agora, Boardroom, Men's Health, Forbes, more...) that said something like, "You need to revolutionize, not recreate."

      People are tired of seeing the same old, same old. If you do something unique and stand out, at the very least you'll have the public's attention for longer than any of your competitors. They'll see you aren't afraid to stand apart and do your own thing, creating more trust. (And of course, you should use as many proof elements as you have at your disposal.)

      A lot of clients will be scared to deviate from the norm, but they sure do like it when their results go through the roof.

      Just last year I had to fight with a client and a self righteous freelance designer that thought he knew everything about copywriting. A school was requesting a direct mail piece for their annual fundraiser because their previous materials were under performing. I convinced them to go with long form copy vs a short but pretty piece of crap, and that earned them nearly a million in profit.

      Soon I think I'll stop wasting my time on convincing the nonbelievers and just create my own products.

      Use the ideas behind the famous copywriters' language rather than plagiarizing it precisely. It's a huge pet peeve of mine to see people ripping headlines straight from the greats. "They laughed when I blah blah, but then I blah blah." Seriously? Can we stop parroting and start innovating? Because you're never going to be known for your work if you're just the guy/gal that sounds like so-and-so. Instead, BE a so-and-so.

      Enough with this red headline, 90 adjective, underlined tripe. Don't act or communicate like a hypster and miraculously, people won't see you as one. I really don't understand why some newbies can't understand this, but with all the equally untalented gurus perpetuating it, I guess I shouldn't be surprised.
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  • Profile picture of the author deezn
    I received a free book from a purveyor of advice about publishing a book, and the backpage said:

    "They laughed when I said I was going to publish a book, and then ..."
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  • Profile picture of the author Steve The Copywriter
    Damaging Admission Alert -

    I have swiped John Caple's "They laughed..." Ad.

    and David Ogilvy's "At 60 miles an hour..." Ad.


    But I did change the words and just used the context.

    I have to tell you - these Ads had incredible success back in the day - and the "big idea" behind them is still as successful now.


    Steve
    Signature
    http://www.warriorforum.com/warriors...right-now.html
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    • Profile picture of the author David Rosa
      but don't you have to consider that if you want the copy to work at all?

      I mean if you're creating some kind of avatar or ideal person to talk to.. I would imagine that to be a major factor...
      Signature
      Selling your Expertise & Knowledge... Here's a better way
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    • Profile picture of the author deezn
      Originally Posted by Steve The Copywriter View Post

      Damaging Admission Alert -

      I have swiped John Caple's "They laughed..." Ad.

      and David Ogilvy's "At 60 miles an hour..." Ad.


      But I did change the words and just used the context.

      I have to tell you - these Ads had incredible success back in the day - and the "big idea" behind them is still as successful now.


      Steve
      Yes but you're a copywriter by trade. So you do know what you're doing. These guys are not copywriters (I can definitely tell .. by their copy) and just swiped the headline almost word for word.
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