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3 Steps To Better Sales Copywriting
Whether you’re wet-behind-the-ears or a seasoned copywriter, your craft will benefit by remembering one thing: You’re nothing more than a salesperson. There’s an old saying in the “business” that, “a copywriter is a salesperson sitting in front of...
"Clever Headlines Usually Flop! Are You Being Too Clever For Your Own Good?"
Copywriters that try to be clever, humorous, abstract, or use double entendre with their headlines and ads will normally find that they flop and are thus a waste of both time and money. Many of the Super Bowl ads fall in this category. While they...
How To Become A Freelance Copywriter In New York
As a freelance copywriter in New York, your work is never done. What? Do you mean to say that it is hard to find regular freelance writing jobs, even here in New York City? For those looking to succeed, employment is hard to find only...
Three ways journaling can boost your creativity and your business
I have a friend who has struggled with her creativity for a long time. She's extremely uncomfortable thinking of herself as "creative." We've been working together on it, and making progress. One of the tools that's really helped her has been...
To Write Your Own Copy or Not to Write Your Own Copy - That is the Question
If you haven't yet learned to discern good copy from bad copy, you will have a difficult time writing your own. Tim, a graphic designer friend of mine, recently learned the difference when he tried to write his own web copy. Tim had a phenomenal...
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Why Jerks Win At Direct Marketing
Have you ever noticed that some very successful direct marketers go out of their way to be cantankerous? Have you ever wondered why? Today we're going to discover their secret? It makes many of them millions!
Studies have shown that people buy on emotion and then justify it with logic. We buy new BMW convertibles because we know we'll look good in them. Then we rationalize that "BMW makes a very good car that will prove to be a great long-term investment."
Those direct marketers that come across as cantankerous, or even total jerks, are deliberately tapping into the emotional side of their market. They're doing something called polarization.
Polarization is the art, or science, of getting members of your market to take an emotional stance. You want to get them to either really like you - or dislike you. Those who are neutral rarely buy your products. Remember, people buy on emotion, even though they're often not conscious of it. Getting people emotionally charged INCREASES your chances of making a sale!
One marketer that understands this concept and uses it brilliantly is copywriter Gary Halbert. Gary will tell you that he is the greatest copywriter alive, and he charges for his services accordingly. If you visit Gary's site at: http://TheGaryHalbertLetter.com you'll see that he is very politically INCORRECT. Gary goes out of his way to insult his audience, delivering smack after smack as he educates you on what good copywriting is.
Gary understands that not everyone is his market. So he creates strong feelings, and this drives away those who would never buy from him... and really endears him to those who appreciate his work. This tactic is very effective, and Gary has no shortage of customers making him rich.
Another marketers who understands this concept very well is Jay Abraham. I watched Jay Abraham, Stephen Pierce, and Rich Schefren orchestrate a teleseminar in 2004. Leading up to this teleseminar, they sent out a barrage of emotionally charged, very informative emails.
Their numerous joint venture partners also sent out a tightly orchestrated barrage of
emails to their lists.
Those who saw the tremendous value in the free information provided in all those emails were charged up. They were so charged up that many could hardly wait for the teleseminar to take place. I was one of those nudged to sign up for this $497 teleseminar through all of those emails :-)
A final example of a marketer brilliantly employing polarization is a guy who calls himself "The Rich Jerk." I won't reveal his identity, but will tell you that coming across as a jerk is making him millions on the Internet. He is a very good marketer in his own right (he recently sold a website on Ebay for $379,000).
This "Rich Jerk" uses emotionally charged copy on his websites and it's very effective. Part of what makes his copy so effective is that he also incorporates proof of what he says. Reading this copy, you get emotionally charged up, and at the same time, you realize that you've encountered someone who can really help you succeed. You can see how he does this by reading his copy at: http://WhyJerksWin.com
By studying the examples above, you see that using polarization, or even coming across as a jerk, can be a very powerful marketing tactic. It can touch your reader at a deeper psychological and emotional level than many other marketing techniques. However, don't forget that another reason this works in the examples above is that these marketers also deliver tremendous value to their customers. They also PROVE their points.
Without also incorporating proof into their copy, this tactic probably wouldn't work. Without proof they would just turn prospects off. So now you know... jerks win at direct marketing because they employ polarization and proof.
About the author:
Willie Crawford has taught PROVEN Internet marketing techniques to thousands of successful Internet entrepreneurs since late-1996. Subscribe to his free weekly ezine, which helps you cut through the clutter and time-wasting hype. Subscribe now by visiting: http://WillieCrawford.com
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