Here’s a new word I just learned:
“Bigorexia.”
Big-or-what?
It’s a brand spanking new “disorder” psychiatrists have cooked up that’s sort of like anorexia — except, instead of being obsessed with the desire to lose poundage by refusing to eat, guys with bigorexia are shamed and embarrassed about being puny and small after watching Hollywood movie stars all bulked up on the big screen.
Sheesh.
What’s next?
Anyway, a lot of people who write ads (whether as freelancers or when writing their own ads) suffer from a similar problem.
Except for them it’s not muscles.
It’s exaggerated copy.
In other words… they see the ginormous “power claims” goo-roos use in their ads, feel their own ads are puny by comparison and then try to make their claims even bigger, even more exaggerated, and even more unbelievable than the airbrushed and CGI muscles put on hollywood actors!
The result?
Usually less sales.
(Maybe even WAY less sales.)
Hey, we’re in the age of the skeptic.
Nobody believes you.
Nobody believes me, either.
They can’t afford to — it’s not like 6 years ago when everyone was fat and happy and banks were loaning money like it was going out of style.
Now you gotta prove your case.
Prove you’re “for real.”
And prove you got the goods.
And everyone else?
They’ll keep doing what they do best:
Killing sales with their “killer” copy…
Ben Settle
P.S. I did an entire training on how to write ads to skeptics a little while back. It’s available in the Crypto Marketing Lounge (the yahoo group accessible only to subscribers).
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