What Kind Of Sales Copy Ticks You Off?
June 25, 2008
I’ve signed up to a few lists. I’m sure some of you have too. You know, the ones that promise great deals or exclusive content? Some deliver on their promises while others are a case study in how not to communicate to readers. This has caused to me wonder what the best approach is when trying to inform your audience or persuade them to buy something you may be promoting.
Don’t Tick Me Off!
So what kind of sales approach do you find appealing to you, as the recipient? What kind really ticks you off and makes you want to unsubscribe in a New York minute?
For me, my biggest gripe has to do with the ones that go on for miles and miles explaining how wonderful the product they’re selling is. Really? If something is so wonderful, so Earth-shattering, shouldn’t they be able to list off its features and let the product speak for itself? I mean, if so much effort has to be put into selling something, wouldn’t that make you suspicious? It does me.
“I have the power to raise the price,
and I’m not afraid to use it!”
and I’m not afraid to use it!”
And what about the ones that warn you that the price will go up every x number of minutes, so act now! I completely understand that there should be a call to action. I also find it acceptable to include a sense of urgency in the message; that’s Marketing 101.
But seriously — if the product is worth $10, $20 or whatever right now, then why wouldn’t it be worth that much in the next 30 minutes or even the next day? It’s not the value of the product that’s increasing, it’s the seller who is more interested in making a buck from you than he is with providing you a product that can serve you well.
A large portion of the relationship you build when you subscribe to something relies on trust. Without trust, there’s not much reason to do business with someone. Would you continue to do business at a grocery store if their products were always low quality? Would you continue to eat at a restaurant if the service was bad? I know I wouldn’t and it’s no different than online business relationships.
What are your thoughts?
| 2.8 |
Written by 
Mark · Filed Under Enough Already | 17 Comments
Was This Man Arrested For A Thought Crime?
April 8, 2008
I was listening to a local radio talk show the other day. The topic of discussion was about a man who had solicited sex online to who he thought was a 14-year-old girl. When he arranged to meet with this girl, it turned out that the “girl” was really an undercover cop. Yikes!
The talk show host had an approach on this story that I wasn’t expecting. Read on and tell me what you think.
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Written by Mark · Filed Under Newsworthy | 24 Comments
What Other Silly Activities Can We Come Up With?
April 3, 2008
Give me a freakin’ break, I’m begging you! 
I saw a TV news magazine show last night that explained the world of Doga (pronounced just like yoga, but with a “d”). It’s a combination of yoga and…dogs. Seriously, I’m not making this up. This is April 4, not April 1.
Puh-leez.
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Written by Mark · Filed Under Gimme A Break | 8 Comments
What Would The USA Be Like If Bill Gates Were President?
March 8, 2008
For readers outside of America, you might not have heard that we’re in the middle of a political showdown (circus?) called the Race for the Presidency. As each day goes by, we hear the latest in the mud slinging and name calling that goes on between the political parties and their candidates.
As I was IM-ing with Garry of Garry Conn dot Com this evening, he posed the question, “What would the USA be like if Bill Gates were president?” Interesting concept and one thing I think deserves a little focus as it could also be an entertaining idea.
After all, the choices we have to work with right now, in my opinion, aren’t much to work with. In fact, this November when the presidential election is held, I’ll probably be voting against rather than for someone.
Let’s see, here are some things that come to mind:
- A PC in every home.
- Tax refunds would be in the form of Microsoft shares.
- You’d bet your sweet bippy that technology would be the first thing on his list.
- He’d make it mandatory to vote online…using Internet Explorer, of course.
- He’d probably outlaw Apple.
What are some thoughts you have? Would he make a good president? If not, maybe some place else in our government. Be creative!
| 2.8 |
Written by Mark · Filed Under Newsworthy | 26 Comments
Why Does Skin Color Matter?
February 11, 2008
How many organizations have you come across that have the color of the skin of its members in the name of that organization? Or maybe it included their ethnicity? Or maybe their sexual preference?
I’ll bet that of the ones that came to mind, not one of them had “white”, or “American”, or “straight” in their names. Am I right? Yet we see more often than not names like:
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Written by Mark · Filed Under Enough Already | 22 Comments
Wendy’s Doesn’t Know What I Deserve
January 13, 2008
I was eating a burger I had purchased from a fast-food restaurant, Wendy’s, last week. As I was eating it, I was reading the cup my soda came in. On the side it said, “Your deserve a download with your burger.” which was encouraging me to download a free music file from Rhapsody.
At first, that struck me as an odd statement because of all the burgers I’ve eaten, it never occurred to me that to make my burger more satisfying I needed a music download. At times I’ve reconsidered my choice in sodas, perhaps I should have gotten a shake instead. But I don’t recall ever saying to myself, “You know what this burger needs? A music download!”
Stay with me. I’m leading up to something.
Then I pondered the use of the term, “deserve”. Really? I deserve a download? Who is Wendy’s to tell me what I, a perfect stranger, deserves?
As I scarfed down the rest of my meal so that I could get back to work, this whole idea of being told I deserved something stuck with me the rest of the day.
Of course, it wasn’t really about me deserving something. It was more about one company, Wendy’s, trying to influence my behavior by making me think I was entitled to something. This behavior would eventually (hopefully) lead to a sale.
I haven’t downloaded the music, but I’ll make an educated guess that it will involve me giving my personal information to Rhapsod and face some junk mail in my future. Or maybe it would ask me to enter my credit card information for a free trial of which I might forget to cancel and be charged for something. It doesn’t matter; these are just guesses anyway. But I’ve seen enough free things in my life to get an idea.
This whole idea of being told we deserve something for nothing, this feeling of entitlement is what I think plagues our society today. In fact, I think it’s the reason we see many people act so selfishly these days. I’m not saying that Wendy’s is at the root of all evil, but it’s the message they and others are delivering that are causing our wounds to fester.
Someone sues someone else because they feel offended. “Well, by golly, I deserve to be treated better, so I’ll show you!” A candidate running for office feels they deserve to be the winner, so they’re going to make sure everyone else running against him looks bad whether they have to lie or not.
No matter if what we hear or see is true or not, we’ll eventually believe it to some degree or at least that’s what advertisers are betting on. We’d like to think that whatever makes it between our ears is true, and indeed I’m optimistic enough to think that it is. But, I for one, will stop to examine what information I’m being fed to keep from becoming an automaton acting on someone else’s will. I encourage others to do the same.
What do you think? Is advertising going too far?
| 2.8 |
Written by Mark · Filed Under Enough Already | 28 Comments
