What Kind Of Sales Copy Ticks You Off?
-
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 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?
Leave a Comment
June 25, 2008 at 10:48 pm
The only great thing in this world that never ends is the never ending gobstopper. Product presentation web pages that use the classic BIG RED TEXT and YELLOW HIGHTLIGHTS have got to go!!!
Garry Conns last blog post..Question For You – Do You Want A Series On WordPress Theme Tutorials?
June 25, 2008 at 10:52 pm
@Garry
So true. I’m at least relieved that they haven’t resorted to using flashing text.
June 25, 2008 at 11:04 pm
I just wanna know what the hell the product does….. no damn silly testimonies. However a lot of research is done into this crap and they are not normally aimed at us people with brains.
Forests last blog post..Flipping blog contests and workshops!! Gotta, get focused
June 25, 2008 at 11:10 pm
@Forest
Precisely! I don’t care about what grandma thinks of it, I just want to know what it does and maybe a few testimonials. But even then, I wonder about some of those testimonials. They could be anyone’s photo pulled off the Web.
June 26, 2008 at 12:02 pm
I know the classic “price increase in X minues!” tactic does work, but it ticks me off.
Graces last blog post..A Blogging Scenario
June 26, 2008 at 1:02 pm
I really can’t stand the FREE laptop offers or other FREE “big ticket” items. You know there is a catch. Don’t insult my intelligence.
I do like the 3 years no interest promotions. If I am in the market for a product that is more than, lets say, $3000 – I will travel out of my way for free money. If they are going to give me 3 years to pay and charge me 0% on a complete living room, I am in.
I think the bigger question here is, who is fooled by this copy? The most savvy consumers will not be persuaded by such Tom Foolery will they? I would propose that the “less than savvy” are the ones that buy into such things. One could even offer up the word, victimized?
I wonder what the primary demographic is for places like the Home Shopping Network? I would be curious as to income and education.
BigPappas last blog post..Nope, I Still Don’t Like It
June 26, 2008 at 1:05 pm
@Forrest – Don’t testimonials usually offer some validity to the product? Before I buy a product I read a lot of reviews about that product to see what people are saying. Aren’t reviews, good or bad, actually testimonials?
BigPappas last blog post..Nope, I Still Don’t Like It
June 26, 2008 at 4:45 pm
This reminds me of those late-night infomericals that urge you to CALL WITHIN THE NEXT FIFTEEN MINUTES TO GET THIS SPECIAL DEAL! Ever since I was a kid, I’ve wondered if anyone actually falls for that.
June 26, 2008 at 5:07 pm
@Grace
Heck, I’ve even done bought something due to the urgent nature of it…but ONLY if I’m interested in the product and if I find the price reasonable. I don’t like that it works, but it’s become part of our behavior to act quickly to get a deal.
@BigPappa
Hey BigPappa! Yeah, when it’s a big ticket item I’m turning over all kinds of rocks to find savings. I wonder, too, about the demographics on the “less than savvy”. I have to imagine that it’s pretty large because HSN has been around for what, forever?
@Liz
I know the ones you’re talking about. I cringe everytime I happen to land on a channel that has one going. Ugh!
June 26, 2008 at 7:17 pm
Know whats really odd man, and this isnt the first time I have heard it either, that some people have bought the same product more than once from someone.
What does that say?
It says that the current ways that things are being sold WORK. If it isnt broken then dont fix it. It may annoy the living hell out of you and YOU may not buy, but rest assured that this annoying barrage of mind numbing mumbo jumbo isnt aimed at use higher brained in the know peeps.
Its aimed ( my own opinion) at people with unfulfilled needs and money to spend.
Im not saying og fleece them or rip them off, but if the sales copy works then why not employ it.
shane at making- money bloggings last blog post..I didnt know Forest Parks was so Artsy Fartsy
June 26, 2008 at 9:59 pm
@Shane
I understand your point. No doubt, they work. I just think there’s not enough trust in that type of relationship. That’s what I want to build my subscriber relationships on. I want them to know they can trust my opinion when I say “X” is the greatest thing since sliced bread. So instead of someone saying, “OMG I better buy this before it’s too late”, I’d rather them say, “Hey, I trust Mark’s opinion so I think I’ll buy this thing.”
That’s not to say that I believe any sense of urgency is wrong, but the
strikethroughpricing is a cheap tactic meant to deceive in a lot of cases, not all, but all too often.June 27, 2008 at 11:54 am
@ Shane – it says that particular person ain’t too bright.
@ Big Pappa – Yes, honest testimonials are supposed to be good reviews, but that’s not even close to what is out there.
Whenever some “big marketing guru” (just typing it cracks me up) launches a product, you see the same faces on every single one. And you KNOW 9 x outa 10 (being nice) none of them read the ebook or downloaded the software.
Their just friends scratching each others back…nothing more.
Dennis Edells last blog post..New Feature! Monthly Post Round-Ups For Direct Sales Web Marketing
June 27, 2008 at 2:05 pm
I would be gone from list so fast before they can say the word fast.
June 29, 2008 at 9:29 pm
Man, I’ve been on a rampage with this type of stuff. I understand the way sales copy works, but like you, some stuff just bothers me. I don’t like being tricked, but, like shane said, there are certain things that are known to work.
I hate the promos that don’t tell me how much the product is! I don’t like how the page goes on forever before I can find the price. I’ve been learning more about copy and the way people work it….it’s fascinating.
I have resolved from the beginning, never to use over-hype. I think honesty is the best way to work, and will be more beneficial in the end. I have many blog posts in the backlog dedicated to these type of things, which will be coming out in the future.
I will continue to study the why behind how the successful people use sales copy, but will figure out my own way to use it that doesn’t involve over hyped mumbo jumbo.
I don’t know, I just don’t like to be lied to or tricked, so I don’t want my customers to feel that way either. If I am trying to sell you something, you will know. And I don’t just promote everything under the sun.
I also don’t like the “if you order by today” you will get this deal. Then I go back next week and it’s the same, only for that day. I have only met a few that actually cut things off when they say.
JK Swopess last blog post..IMwithJoe this week 6-29-08
June 29, 2008 at 11:41 pm
@K
And a sonic boom would be sure to follow.
June 29, 2008 at 11:50 pm
@JK Swopes
I’ll be looking forward to those future posts. Nobody likes to be tricked except for when they might be called up to assist a magician, but other than that, a sale can and should be made by stating the facts and building trust. I’ve never taken the time (but thought about it) to check and see if those “buy today” sales are really true to their word. Glad to see my suspicions have some evidence to back them up.
July 1, 2008 at 7:57 pm
I hate it when they hide the ball as to the PRICE of the product. A little bit important, don’t you think?! And sometimes it’s not really necessary. I saw a web page with oodles and oodles of sales copy and then when you finally get to the payoff it’s under $20. Maybe some people need that much of a hard sell at that price point but not me. The more expensive the product, the more I want you to tell me about it.
Louises last blog post..Charleston Grill Shrimp and Grits