Hype copy: Even More Devastating Than You Might Think

Yesterday I told you about hype copy, and what a filthy beast it is.

But hype copy (or aggressive marketing strategies in general) have a dark side beyond a lack of ethics.

See, if you sell based on hype and scare-tactics, you attract the wrong kind of customers.

When you use hype you prey on the weak.

That’s dirty, but it also means that you’ll get buyers who buy only because they are scared.

After all, hype is a mix of overblown claims (eww) and frantically pushing pinpoints (scaring people).

If you generate a sale with that, you may have closed, but you’ll also have a problem.

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One of Your Friends Needs Help. Please Do Them a Favour

I need your help, but not for myself. This isn’t for my benefit.

I’m asking you to do someone a favour, because I’m pretty sure you know people who could use a leg-up.

Like my buddy Adam, who’s working hard to build a cleaning company with his wife Eve.

So, without him asking for it, I decided to write bit of testimonial for him.

Have you seen this friend in your neighbourhood?

Of course you have. You also know people who can use some help.

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How to Use Marketing to Get Liked More, Instead of Pissing People Off. Or Having Them Call the Police

 

Eggs!!!

Saw a great example just now of some of the worst, most ineffective and piss-off marketing you can imagine.

And another example of doing marketing very right, which makes a great illustration of why I write these daily emails.

Here goes.

We get a lot of peddlers here in the South of Spain.

The beaches are swarming with young guys from Africa, selling trinkets and tribal statuettes from their home country.

And each day, someone drives his van through town, hawking his wares

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How to Use Science Friction to Increase Sales. And Email, Too

I read a fascinating article last year, just found back the link.

Here’s the deal: Have you ever wondered why sometimes an object like a sofa or a cupboard seems impossible to move?

When you clearly remember that last year when you put it there, you were perfectly able to shift the object without much trouble?

Things don’t get heavier by themselves, in this universe, so what’s the deal?

How come a piano that last year you could pull away from the wall, now seems glued to the floor?

In a way, because it is glued to the floor.

Science says so.

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The One Profession That Does Well No Matter What, and How You Can Benefit From It

 

It’s common knowledge in the world of marketing and sales that the last guy who needs to worry about his job is…

… the salesman.

The theory goes that there will always be a need for people who can sell something for others.

Makes sense, too.

And, it’s true.

Salespeople generally continue to do well, regardless of what an economy or an industry is doing.

For me, that’s good news: I’m a copywriter, which is just another word for ‘written-word salesman’.

But if you’re not ‘in sales’ – if you’re a coder, designer, artist, artisan, novelist or anything other than sales person – what do you do when sales are low?

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The Most Dangerous Thing, the Biggest Threat to Your Business…

…is you.

This takes us all the way back to the very basics of being in business: it’s never about you.

It’s about your buyer, and how well their problem will be solved after they buy from you.

And yet, the majority of websites don’t take this approach in their messaging.

That’s a big problem, because unless you talk to your customer about them, your offer isn’t going to interest them much.

Here’s what most site copy looks like:

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How Not to Write an Article or Blog Post

Sauntered over to Twitter just now.

Saw a link by someone who usually shares good stuff, so I clicked.

Landed on a blog post.

It opened thusly:

“It’s like this, you see”.

Now, I’m all for conversational writing.

I commend personal style.

But if you’re going to write something, do it in a way that makes people actually read the stuff.

 

How do you get people to read you?

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Guess the Quote: Everyone is Always Selling Something

 

Who do you think might have said that?

You’d expect someone from the business world, right?

A marketer or maybe a coach. An author.

But you’d be wrong.

This little nugget came to us through Robert Louis Stevenson, author of Treasure Island.

And, there’s a lot of truth in it.

Actually, it’s a fact of life.

It’s a notion that can make or break your business.

That is, IF you’re prepared to accept it as true.

Everyone is always selling something.

When you tell a co-worker: “Would you mind grabbing me a cup of coffee on your way back?” – you’re selling her on the idea of doing you a small favour.

If you’re telling your kid: ‘Eat your veggies”, you’re selling them vegetables (hard sale, too)

Asking your spouse to take out the trash? Same thing.

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Sales and Psychology: We're All Automatons. Plus, Don't Bark at Your Customers

Saw a fantastic piece of automatic psychology happen the other day.

It reminded me of how easy it is to persuade people.

You push a button, you get a reaction.

You tell someone a certain thing; they react in a predictable way.

It’s part of our ancient lizard brain, the part that reacts instinctively, before you even have time to think.

 

I’d been shopping for groceries and was walking up into the old town.

Some 50 metres ahead of me there was a young black guy. Probably no more than 18 years old.

He’s from Senegal, from some dusty village where there’s only one phone, and he came here across from Africa, looking for a better life.

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You Too Can Get Lots of Sales, Despite the Recession. Here's How

I have a pretty odd collection of friends.

One of them is Dick (his real name – it’s short for Richard).

Dick is a real estate agent in England.

Now, we all know the terrible reputation that most real estate agents have.

Dick is different though, as you’ll see in a minute. He doesn’t have a bad reputation at all – in fact he’s got a 5-star reputation.

He and his wife are over on holidays at the moment, and while chatting he told me that in the seven days he had been away, 3 properties had been sold.

Big ones too. And, two more sales are lined up to close.

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