Let’s shake things up a little, shall we?<\/p>\n
Couple days ago I babbled about “The Matrix” and breaking rules.<\/p>\n
Remember that?<\/p>\n
Well, check out THESE apples:<\/p>\n
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. <\/p>\n
The other was just a story, same bullets and same offer.<\/p>\n
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.<\/p>\n
Which version won?<\/p>\n
Drum roll…<\/p>\n
The winner was the “plain Jane” version.<\/p>\n
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.<\/p>\n
What gives?<\/p>\n
Isn’t proof the “end all be all” in advertising?<\/p>\n
You bet your underoos<\/em> it is.<\/p>\n 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).<\/p>\n But in this case, I guess the proof wasn’t in the pudding. <\/p>\n And, in fact, it got beaten to a pulp.<\/p>\n Question is… why<\/em>?<\/p>\n Who knows?<\/p>\n 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?<\/p>\n I guess we’ll never know for sure.<\/p>\n But one thing is certain:<\/p>\n Breaking rules can be very profitable. <\/p>\n And sometimes… the bigger the rule you break<\/em>, the bigger the winner that breaks the bank<\/em>.<\/p>\n Giddy-up.<\/p>\n Ben Settle<\/p>\n P.S.<\/strong> 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”:<\/p>\n <\/p>\n