One of the greatest master of persuasion who ever lived — the great Jim Camp — once said something completely lost on practically every new copywriter in the game.
And, also, quite a few industry veterans too, yessir I do reckon.
Anyway, here’s what this great man said:
(Paraphrased)
“Tactics might work one time, but they don’t get you invited back”
i.e. all these idiotic little tricks to get people to buy may work one time.
But, they don’t work twice.
And, in fact, are likely to create contempt for you, much less make it more likely someone will buy from your future offers.
In copywriting, I am referring to tactics like:
- Trying to trick people into continuing reading via using “open loops” instead of writing copy that is inherently interesting
- Running constant NLP on them over and over and over trying to be sneaky
- Whole cloth swiping & stealing – headlines, sales copy, calls to action, product titles, etc
- Using verbiage like “sent from my iPhone” in an email broadcast
These are just a few things that might “work”, but rarely work again.
At least, not on the hyper skeptics, who make up 2-5 times more people in any given market than the drooling hyper buyers who buy anything, but who often show the least amount of loyalty and long term customer potential.
Burping on:
The January “Email Players” issue shows you a technique for selling to those coveted skeptics in a way no other copywriting method I’ve ever seen, used, or tested can.
The deadline to get this issue is New Years eve.
Here’s the link:
Ben Settle
