Next up in The Truth About Ads series is another typical Internet Marketing style product. They’re easy to spot as I’ve mentioned on numerous occasions because of their price points. They always end in a 7 (no other products I’ve ever seen do – just IM products).
In this example it’s $27. The pre-header leads on price because the ad that sold the click did the same. Here it is: “NEW! SPECIAL 97% OFF PRE-LAUNCH OFFER!” (yes, it was all caps).
It also highlights another IM identifier. It’s a launch (implying that the fully aware, who have been primed and educated for this sort of offer, know it’s going to be cheap, AND it’s not going to be around very long – the offer I mean, although in many cases, it includes the product too).
There are two exclamation marks in the pre-header. Go take a browse through Amazon. Every product listed is an ad. Count how many products include an exclamation mark anywhere in the copy (you will find some, but they are almost all in the comments section – ie. buyers use exclamation marks, sellers don’t when it comes to mainstream products).
Jump over to Macy’s site and take a look through their product range. Again, remember that every headline and description is an ad (ie. an example of copy – there to sell). How many use an exclamation anywhere?
Exclamation marks are a sign of an amateur at work (I apologise for upsetting anyone’s sensitivities, but you need to know that using them is an art – not ‘de-rigueur’ – and note that using snippets of another language in copy is a sign of an ego at work – avoid unless intentional – ie. you know it will ADD something to the copy, not confuse people).
I’m going to bypass the main headline and move down to the first section header. Here it is:
“Regular Price: $997
Special Pre-Launch Price
TODAY JUST $27!”
Again, it leads on price (and there’s another of those exclamation marks). What we know so far is that this product has everything to do with being a bargain and very little to do with being useful.
BUT it wets the appetite, as we want to know WHY this product costs $997 and yet is being reduced to $27. It directly appeals to our sense of greed (as displayed every Black Friday in stores).
But what is this incredible bargain? Here’s the post-headline:
“For the First Time Ever, You Can Access the Same Powerful One Page Script and Training We use to Enroll High Ticket Clients Each and Every Day With Zero Pressure Selling or Cheesy Closing techniques…”
The promise is compelling. “If these people have this secret script that enables them to enroll high ticket clients every day with no pressure selling and no cheesy closing techniques, then maybe we can too?”
And it must be good right, because it usually costs $997.
There’s more: “For the first time ever, I am releasing my complete stress-free selling system. This script and step-by-step training represent over 24 years of selling coaching, consulting, technology and healthcare products – training over 200+ sales folks!…”
The main headline tells us this is Version 2 of this script. So what happened to version 1? I guess it was never sold (also, note another exclamation mark – the seller is AMAZED at training over 200 folks – later in the copy, this increases to over 10,000).
I’ve only covered 1% of this ad’s text. By looking at every element it’s clear what it’s about. The promise is easy sales using a script. The price is “AMAZING”. And it’s not going to be around for long (at this INCREDIBLE price).
And the thing is, it works. Ads like this aimed at audiences who have been educated to respond to offers of this kind lap it up (I was once addicted too).
Anything that implies easy money twists our brain into having thoughts such as “I’ll never need to work again if I got this”. As soon as that happens, the desire for such a product increases exponentially until it becomes a frenzy of emotion over logic (and we haven’t even got into the BONUS section – which in this case adds a whole bunch of extra ‘tools’ with values of $297 and $97 etc.).
Next time you see an ad like this. Take it apart sentence by sentence, word by word, exclamation mark by exclamation mark and see if you can figure out what the writer’s intentions were. It will be an education.
I've spent my working life starting and running a whole variety of businesses, from my first QPL Express Couriers where I travelled over 100,000 miles every year delivering packages on a motorcycle (along with a whole bunch of colleagues) to Accountz.com which made a major in-road in the UK, to ProofMEDIA my current business that focuses on Copywriting and the International Copywriters Association, which helps copywriters learn more about copywriting and the copywriting industry around the world.
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