Not to get all “Shirley McClain” on you… but I believe a new age of humanity is being ushered in.
A few smart people have “prophesied” of its coming.
And some of those smart people (like Clayton Makepeace, for example) have even been teaching about it.
But most people are missing this.
And, frankly, it shows in a lot of ads right now.
Anyway, I dunno if there’s an “official” name for this new age, but I basically call it:
“The Age Of The Skeptic.”
Here’s what I mean:
As Ken McCarthy says in his “System Club Letters” book, we were just in a period of history where the amount of liquidity (i.e. cash) was higher than ANY other time ever before.
In other words, your customers had a TON of moolah to spend.
And even though many of us wanted to pretend all those sales were because of our advertising brilliance, the fact is you could sell a lot of products on accident.
Even ads slapped together with “spit and bale wire” pulled.
But now ALL that has changed in an eye blink.
Instead of spending with reckless abandon, most people are clutching their cash tightly — scared to death of letting go.
Even “rabid” buyers are now reading ads before buying.
And it stings (bad!) when someone enters their credit card info.
This has been a painful revelation for lots of marketers.
Ads that used to kick but are now FLOPPING.
Sales letters that relied on hype and bragging are being quickly (and aggressively) rewritten.
And marketers who got away with writing their own “so-so” copy, are near-desperate for someone to help them write ads that actually SELL.
Anyway, here’s the point:
If you want to kick some major boo-TAY in the coming months and years… write your ads with the SKEPTIC in mind.
Forget the hype and BS you see around you.
And engage prospects in a way that silences the “nay-sayer” in their heads.
Doing these things will give you a HUGE advantage.
Ben Settle
P.S. You can learn over 100+ “skeptic-proof” copywriting secrets in “The Copywriting Grab Bag.”
In fact, the entire book was written from the perspective of how to write copy to cold, skeptical prospects.
And the appendixes are STUFFED with tips on how to sell to them.
You can check it out at:
