Well, it finally happened.
Just when I thought our politicians couldn’t possibly lie and exaggerate any worse… our esteemed House Speaker just claimed “500 million Americans are losing jobs every month.”
Whoda thunk it?
Now, either she made a big misstatement… or she’s using that same “carbon calculator” Al Gore uses to predict how we’re all gonna die next week if we don’t let the UN tax us to oblivion.
How these jokers keep getting elected is beyond me.
Anyway, there’s actually a MAJOR sales lesson here.
A lesson that can put lots of moolah in your pocket.
A lesson that is so shockingly simple, most people miss it.
Check this out:
Generally speaking, about 5% of your customers are what I call the “kool-aid drinker” section of a list.
These people buy ANYTHING you sell.
They are your raving fans who believe in you and your products with zealot-like passion.
And no… I am not making fun of anyone here.
I’m a kool-aid drinker myself for certain businesses.
There are some people who I buy EVERYTHING from, too.
The problem is in ONLY appealing to them in your ads.
You see, while about 5% of your customers will buy everything… there’s another 10%-20% who’ll buy if they’re persuaded.
These people are not sold by your golden reputation.
Or those photo-shopped bank statements.
Or even that long list of raving testimonials.
You can’t get away with bragging and boasting to them. They don’t fall for hypey, exaggerated claims. And they don’t believe a word you say.
Instead, you gotta engage and persuade ’em.
With proof, facts, and a story they can step in and relate to.
Most people ignore this section — even though it’s usually at least TWICE as big as the kool-aid section.
And, as a result, leave a TON of moolah on the table.
Anyway, here’s the bottom line:
If you wanna rake in more dough, don’t just sell to your “fans.”
Sell to the skeptics, too.
Ignoring this “silent majority” can cost you big bux.
Ben Settle
P.S. The world-class copywriters and marketers in The Copywriting Grab Bag appendixes reveal all KINDS of ways to be more engaging and persuasive without using lies, gimmicks or exaggerations.
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