This is part 4 of The Blame Game series (make sure you’re signed up for the Science of Copywriting Weekly Newsletter to get part 5 – it’s a blockbuster).
People do nothing unless they’re motivated to do so. You may think that’s a throwaway sentence. “Duh, everyone knows that”, but read the average piece of copy out there and look for the motivation in it.
Start by looking at mainstream ads on TV and print. Identify motivating words. Why did they use them, and what effect are they looking for?
Now compare those with Internet Marketing ads (you know, anything that has a price tag that ends with a 7 – $7, $27, $197, $1997 etc).[NOTE: I’ve noticed recently that some IM vendors have got the message and have started to use more conventional pricing to try to fit in with the mainstream].
I just took a look at The Independent website (a British newspaper), and the first ad I see is from NameCheap.
Here are the words from one of their ads: “The name generator is easy to use and really helpful in finding the right domain”. And here’s another one “Cheap Domain Names”.
Nothing fanciful. No mis selling. No false promises. The motivating words speak for themselves. “If you’re not sure what names are available, now you can find out.”. “If you’re looking for cheap domain prices, look here.”
People who are motivated enough to want these things will click and investigate, and should they choose to buy, there won’t be any remorse with the vendor.
Here’s a headline I read today from an IM marketer: “Get all the local buyers you can handle.”. Really? Just like that? Must get some.
The IM space is crammed full of outrageous claims and promises. It’s known as desperation marketing. It’s all about motivation and nothing else. And it works.
But do I advise people to do it? No. Absolutely not (unless your goal is to get what you want no matter the cost).
Why? Because mainstream business has a priority – reputation management. They know that overselling or mis selling, usually results in reputation damage and often ends in expensive lawsuits.
What has this got to do with the blame game? Everything.
Find out in Part 5 of The Blame Game this Sunday in the Science of Copywriting Weekly Newsletter. Don’t miss it (or check the newsletter archives if you’re reading this later).
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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