About the only time I watch TV is when eating.
Methinks it’s a bad habit from growing up as a Gen X “latchkey kid.”
But, it’s kind of useful, too.
Here’s an example of why I say this:
For a while now, I’ve been noticing how certain stations obnoxiously jack up the volume during commercials. So in other words, you could be cheerfully watching Seinfeld and then, when a commercial comes on — BOOM! — the volume pumps up way louder than the TV show.
I can only assume advertisers do this on purpose.
But, is it a good idea?
I haven’t seen any tests or data on it, either way.
But I will say this:
Pumping up the jam of a terribly crafted advertisement ain’t gonna help their sales any more than when a goo-roo fanboy writes and ad that “screams” (in all caps) giant, obnoxious claims that bear no resemblance to reality whatsoever.
In fact, the result is the same online as it is on TV:
The consumer simply turns the channel.
(Or clicks away).
So what’s the moral of the story?
It’s far better to jack up the quality of your salesmanship in your ads than to jack up the “volume” on your claims. Because online or on TV, if you blast your prospects with a “sonic boom” that’s also a terrible sales message, the channel is instantly changed.
Or, at least, the “mute” button is pushed.
And either way, the sale is silenced.
Ben Settle
P.S. The next issue of The Crypto Marketing Newsletter is all about closing sales in sales letters. The best copywriters spend a LOT of time on the close (while most others just brush through it, as an afterthought). In fact, the late, great Gary Halbert said he spent at LEAST 25% of his ad space on JUST the close.
It makes sense, too.
After all, a sale is a very “fragile” thing.
To grab ye the next issue, flip the channel over to:
