Just read an interesting news story about taxes.
Apparently, over 83% of corporations have “tax havens” — other countries where their moolah isn’t taxed, or is taxed at a much lower rate than here in the overtaxed United States of Obama.
And you know what?
There’s actually a powerful copywriting lesson in this.
Here’s what I mean:
As you know, I rail a LOT against using hype.
Some people don’t like that — and that’s fine.
To each their own, I say.
But the reason I do this is because every test I’ve seen or participated in has thus far shown using empty bragging, boasting and hype lowers response (dramatically) compared to more down-to-earth, “reason why” ads that talk to people like they’re human beings instead of drooling, biz-opp zombies.
However, if you don’t know how to write ads any other way (don’t laugh — many people don’t)… then I want to tell you about a few “hype havens.”
Or instances where you can probably get away with it.
No, your response probably won’t be as high as it would if you learned how to write a real ad.
But it may not affect you at all — or at least as much.
Anyhoo, here goes:
Hype Haven #1: Selling to a pre-sold list
If you know how to brilliantly pre-sell your list so they are anxiously awaiting your product’s release, and in a way where most will go straight to an order link and won’t even read your ad anyway, then you’re golden.
You can literally just slap up an order button if you want.
And get sales no matter what you write.
Hype Haven #2: Superior positioning
If you’re the “top dawg” in your niche, you can almost get away with anything.
At least, temporarily.
Including having inferior products, crappy customer service and… yes… ads slathered up with lots and lots of hype.
Frankly, your kool-aid drinking following will buy from you, defend you, promote you and even quote you chapter by chapter, and verse by verse no matter what you do or say.
Hype Haven #3: Can’t refuse offer
Finally, if someone is starving, and you got food, will it really matter if you hype up how good your food is?
Will it matter if you’re rude and offer bad customer service?
Will it even matter if the food is half cooked or tastes bad?
Not if the person is starving, it won’t.
And it’s the same with marketers who offer the right people, the right product, at the right time.
They still make loads of sales even if they do everything else “wrong.”
Anyway, I’m in NO way endorsing using hype in your ads.
But if you don’t know any other way, at least get yourself safely nestled in one of the “hype havens” above.
It’ll go a long way towards making you more moolah.
Ben Settle
P.S. If you don’t have superior positioning, a brilliant pre-selling strategy, or are not selling to a starving crowd, then what do you do?
Well, you’ll have to try harder and write real ads.
Luckily, you can learn over 122 fast and eazy ways to make more sales and moolah from your ads in The Copywriting Grab Bag at:
