It’s amazing how easy it is to sell complete rubbish.
Like that Star wars trailer they released a few weeks ago.
People were all ‘WOW’ about it, so I went and had a look.
We saw a dude in a desert, another dude in a forest with a lightsaber, a new version of R2D2 and a bunch of X-wing fighters over a lake.
A dark and gruff voice-over that spoke of nothing substantial whatsoever, and that was it.
When it finished, I wondered what would possibly drive me in that trailer to go and see the movie.
The answer was: nothing at all.
It was all cliffhanger and no content. Completely worthless.
But that wasn’t the opinion of the fanboys.
They were loving it, big time.
Including some dude in America, who filmed himself while watching it.
What a ridiculous spectacle that was.
Overly excited, positively jumping for joy, bouncing up and down in his chair.
Shaking his fists like a kid who gets a new toy for Christmas, squealing with glee.
Exactly like a little boy, notwithstanding the fact that he was clearly over 20.
The problem isn’t that it doesn’t work: I’m pretty sure box office sales will be through the roof.
But, the movie itself will have to deliver on the promise.
If you get people that excited, the product has to overdeliver in a big way.
And I wonder if the movie will live up to the expectation.
But then here’s another issue:
If you sell by hype only, you automatically attract what I consider the wrong type of buyer.
Sure they’ll come out and see.
They’ll talk about it on blogs and social media.
But they’ll like the movie for the excitement, the novelty, and the hype of it.
When you sell based on hype, people who buy do it because of the hype – not especially because they’re interested in the product or service.
For Star Wars, that means it could backfire: if people aren’t as thrilled by the movie as they expect, there will be bad reviews all over the place.
It’s called buyer’s remorse, and you don’t want to cause it.
For you as an artist or creative, using hype to sell would attract people who aren’t necessarily into your art or the story behind it.
And even if they don’t come back to ask for a refund, the chances that they’ll return for another purchase are slim.
Which kinda sucks, because we all know that repeat business is the best thing you can get.
So when you create your site, write your copy and send your emails: play it straight.
Be as passionate as you are about your work, but don’t force people into signing up or buying, by way of using hyperbole.
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Then let me help –> http://www.martinstellar.com/copy-performance-fix/