This is for all ye students of persuasion.
Once upon a time, a subscriber wrote…
“I wouldn’t discount ‘social proof’ or ‘persuasion’ or ‘scarcity’ as only buzz. Have you read Influence by Cialdini? These concepts work and are backed up by hardcore science.”
That’s actually a good point.
And methinks it deserves an answer.
So allow me to retort…
First off, when I read Cialdini’s book it seemed like less of a “how to” book for marketers than it was a WARNING to consumers. The tactics inside it are very powerful, and I am not saying you should never use them. But they are like a blade — they can heal (i.e. a surgeon’s scalpel) or cut someone into little bitty pieces (i.e. a serial killer’s shank).
A lot of people don’t realize that.
And you can tell by looking at their ads.
How?
Because there is little or no substance — just a series of persuasion tricks, tactics & chokeholds (just tossed in – helter skelter) at the expense of doing right by their customers.
That works great on the small % of hyper buyers.
You know, people who buy everything.
But to skeptical prospects?
(The VAST majority in any market.)
Good luck.
Secondly…
Cialdini’s book is not “hardcore” science.
It’s soft science at best.
And not always long term profitable, either.
Example?
Take the so-called “law of reciprocity.” Sounds great from the stage, yeah? Maybe so — but it’s a terrible foundation to build a customer base on.
Sure, you’ll get buyers.
But they’re almost like “pity buyers” in a way.
(i.e. they bought out of obligation)
So if that’s the reason they bought, they likely ain’t buying again.
(Repeat sales is where the REAL money is in business.)
Anyway, I know I’m fighting against thousands of web pages and videos and podcasts and social media brain farts packed with goo-roo dogma about this.
But here’s the point:
The best ads aren’t “trick” centered.
They’re MARKET centered.
It’s about the market first.
And the tactics second.
Look, I know this is almost like “blasphemy.”
Especially to the goo-roo fanboys.
So I don’t expect you to necessarily believe me.
That being the case, maybe you’ll believe two of the highest paid direct mail copywriters (the most cut throat copywriting medium there is) on the planet. The “Copywriting Grab Bag” includes appendix interviews with A-List copywriters Doug D’Anna and David Deutsche (I was once told David had 6 controls running simultaneously, which is pretty much unheard of from what I understand).
Both hammer this theme home about knowing your market.
(Over and over and over…)
Even going so far as to say guys at their level hardly even talk about “tactics” to each other, just what new insights they’re learning about their markets.
Frankly, they never mention any “tricks.”
It’s ALL market, baby.
Anyway, it’s yours for $100 off until midnight tonight.
Here’s where to go next:
www.CopywritingGrabBag.com/100
Ben Settle
P.S. It also includes an unadvertised bonus book that contains a guide for how to learn everything there is to know about your market.
Make no mistake, it’s work.
But it’s work that can pay you in spades.
That’s why this product is for serious marketers only. The lazy and unmotivated should not bother buying it.
Otherwise, here’s where to get it for $100 off:
(Until midnight tonight)
