Let’s shake things up a little, shall we?
Couple days ago I babbled about “The Matrix” and breaking rules.
Remember that?
Well, check out THESE apples:
Not long ago a friend told me about an ad selling a “make money online” product (yeah, I know… yaaaaawn). And they tested two versions. One was full of screenshots “proving” their income using their super duper system, with some bullets, and an offer.
The other was just a story, same bullets and same offer.
In other words, no fancy shmancy screen shots. No “proof” of income. And none of the bells & whistles showing bank statements, PayPal accounts, and all that jazz.
Which version won?
Drum roll…
The winner was the “plain Jane” version.
Now, this ad broke a major “rule” (i.e. not using a bunch of proof) and yet it kicked rumpus when tested against the proof letter.
What gives?
Isn’t proof the “end all be all” in advertising?
You bet your underoos it is.
And smart marketers pack their ads with lots of proof and credibility elements (although personally, I rarely ever use the “usual suspect” kinds of proof anymore — like screenshots or testimonials, etc).
But in this case, I guess the proof wasn’t in the pudding.
And, in fact, it got beaten to a pulp.
Question is… why?
Who knows?
Mayhaps all the photoshopped bank statements looked phony. Or maybe people just thought, “anyone can do a photoshop job, this is BS”. Or maybe… just MAYBE… an irresistible story is more persuasive than flashing dry facts and figures?
I guess we’ll never know for sure.
But one thing is certain:
Breaking rules can be very profitable.
And sometimes… the bigger the rule you break, the bigger the winner that breaks the bank.
Giddy-up.
Ben Settle
P.S. If you want to learn how to tell stories that sell, check out the free sales story-telling bonus that comes with “Crackerjack Selling Secrets”:
