“Unbelievable truth” often fails in sales copy
August 21st, 2018 by Bob Bly
Recently I got an email about FN, a successful marketing
consultant.
In it, FN tells the reader: “I bill out at $2750 an hour. So in a
40-hour week, I gross $110,000 in fees.”
Although I know FN casually, and believe him to be ethical, his
claim of six-figure weekly earnings as a consultant caused me to
raise a skeptical eyebrow.
So I did the math.
If FN works 40 hours a week, well, I don’t know any consultant
who will every hour he is in the office.
For many consultants, billable hours comprise only 50% to 60% of
the time they put in.
The other hours are spent on what is known as “administrivia.”
It’s a catchall term for routine tasks such as reading emails,
handling paperwork, dealing with staff and vendors, paying taxes,
putting out fires — most of which they don’t get paid for.
Also, if FN works 50 weeks a year as a consultant, at $110,000 a
week, he makes $5.5 million a year — a claim that raised my
skeptical eyebrow higher while sending my B.S. alarm into red alert.
No doubt FN or his copywriter intend for these facts about his
achievements to build credibility.
But this type of outrageous marketing often repels prospects who
might otherwise buy — for two reasons.
First, the claims are so beyond what most readers have ever
achieved, they reject it as false.
Second, many prospects are turned off by brag-and-boast marketing
… when means you should think twice about doing it, even if all
you say is true.
One technique to soften the boast and make readers more accepting
of it is to use this phrase from Joe Karbo’s ad: “I tell you this
not to brag, but…”
Another is for the superstar to remind the readers that he too
came from a more humble start. Example: Joe Vitale writes about
once being homeless.
Bottom line: Even if your incredible claims of wealth and success
beyond compare are true, you should perhaps tone them down a tad
to avoid making the reader skeptical.
Of course, I may be wrong about this. I often am.
This entry was posted on Tuesday, August 21st, 2018 at 8:52 am and is filed under Direct Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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In our solar system, the planets are arranged from closest to farthest from the Sun: Mercury, Venus, Earth, Mars, Jupiter, Saturn, Uranus, and Neptune. Snapchat puts a unique spin on this concept with its “Friend Solar System” feature, where friends are represented as planets. Just like the planets’ order, your closest friends appear in specific “orbits,” based on how often you interact with them. It’s a fun way to visualize your top connections on the app, making each friend feel like a special part of your own solar system!
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The planets in our solar system—Mercury, Venus, Earth, Mars, Jupiter, Saturn, Uranus, and Neptune—are ordered by their distance from the Sun, with each having unique characteristics. Snapchat has introduced a feature inspired by this planetary arrangement called the Friend Solar System.” In Snapchat’s solar system, friends are represented as planets based on interaction levels, allowing users to see who their closest friends are. This feature is a fun twist that mirrors the solar system’s order, making each friend feel like they have their own place in your Snapchat orbit.
November 17th, 2024 at 9:26 am
A loan is a financial agreement where one party lends money to another under specific terms, including repayment and interest. It’s essential for financing large purchases, education, or emergencies. Clear terms and large invisible space in documents improve readability and understanding.
November 19th, 2024 at 1:00 am
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What is Asking Satta King?
Asking Satta King is the practice of inquiring about the results, predictions, or strategies related to the Satta King game, a form of number-based gambling that has gained widespread popularity in India. Players often look for guidance or tips on which numbers are likely to win, making Asking Satta an essential part of the Satta King culture. There are many sources online where people can engage with others, share their predictions, or find expert opinions. The Asking Satta community is full of enthusiasts who exchange strategies and suggestions on how to increase their chances of winning. It is important to remember that Satta King is ultimately a game of chance, and betting always involves risks. For those who want to explore Asking Satta further, platforms like Satta Duniya offer comprehensive resources, tips, and advice to help players navigate the game.
November 29th, 2024 at 5:46 am
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