Let’s have some fun today, shall we?<\/p>\n
A little dissection of words even the marketing ex-spurts fear:<\/p>\n
1. Work <\/strong><\/p>\n Many marketers are terrified of admitting there might be work involved in using their product. And yet, I bet few (if any) have ever tested, you know, telling the TRUTH about their super duper way of making money or whatever they sell.<\/p>\n If they did, they may be surprised by the response.<\/p>\n 2. Hard<\/strong> <\/p>\n As much as I despise the gummint mafia testimonial rules, I’m digging the way some people can’t just slap testimonials up of their bought-and-paid-for buddies saying how easy and effortless making a gazillion buckeroos is with their product.<\/p>\n It’s kind of amusing.<\/p>\n 3. Expensive<\/strong> <\/p>\n I sometimes admit products are expensive up front in ads.<\/p>\n Why? <\/p>\n Because (A) it’s usually true.<\/p>\n And (2), saying it EARLY in the ad removes the objection later.<\/p>\n In the end, it often gets buyers who are “doers” and lovers of quality, instead of price shoppers always looking for cheap.<\/p>\n 4. Don’t <\/strong><\/p>\n Someone once said you should not use “negatives.”<\/p>\n Such as not saying stuff like, “Don’t Do XYZ” in a headline.<\/p>\n Is that true?<\/p>\n Maybe in some cases — but definitely not all of them. There have been many responsive headlines that were pure negative statements. Guess the copywriters writing those successful negative statement headlines never got the “memo.”<\/p>\n 5. Effort<\/strong> <\/p>\n Ditto #1<\/p>\n 6. Need<\/strong><\/p>\n Lots of people say never to sell “needs”, just wants.<\/p>\n I don’t know about that.<\/p>\n When my car engine imploded a couple years ago, I NEEDED another car — and fast. I did not “want” one. In fact, I’d have been quite happy to not have had to think about it. <\/p>\n Needs vs wants is just semantics. <\/p>\n OK, so there they are — the 6 “Lord Voldemort” words even the ex-spurts dare not speaketh.<\/p>\n See?<\/p>\n They’re not so scary after all, are they?<\/p>\n Ben Settle<\/p>\n","protected":false},"excerpt":{"rendered":" Let’s have some fun today, shall we? A little dissection of words even the marketing ex-spurts fear: 1. Work Many marketers are terrified of admitting there might be work involved in using their product. And yet, I bet few (if any) have ever tested, you know, telling the TRUTH about their super duper way of […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[8,14],"tags":[],"class_list":["post-2716","post","type-post","status-publish","format-standard","category-copywriting-and-sales-letters","category-sales-marketing"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t