Monday, December 19, 2011

Guess Who's Back?


I'm back.

Here to sweep away the dust and give everything back its ol' shine...

But more importantly, impart some powerful, game-changing marketing and copy strategies.

Now, you may be wondering, "Oh Angel, you dirty little man... where have you been?"

Busy, chap. Busy, busy, busy. And in this industry, 'busy' is important. Never good to be an idle copywriter or marketer.

As they say, idle hands are the devil's tools.

However, I've been getting bored. Too much routine. And now, some big things have happened that shook up my foundations.

So here I am, back to pulpit to do what I do: preach.

And it just so happens I preach for an orthodox religion - one which has taken its licks, been kicked, demeaned, dragged through the mud, and still comes out strong.

We have our heroes, we have our saints.

Direct response, my friend. This 'mad world.'

Anyway, I've blathered on long enough.

Let me kick off my return with something good.

How about a little lesson in 'finessing'...

How To Turn Coal Into Diamond At The Stroke of A Pen

When writing copy, there are times when you simply can't get rid of the 'crap.'

If you're a freelancer, it might be the client's unwillingness to bend on a guarantee.

Could be a price point.

Could be a difficulty with the product itself.

Who knows - there's a lot of stuff.

And when it comes to writing copy and marketing, you will inevitably have to tackle these issues.

That's why it's important you know how to finesse.

Let's take the financial world for example.

Currently, there is a trend most financial publishers will not bend on - after 60 days, 90 days, whatever it may be, the customer can get a refund of all there money... minus a 10% processing fee.

That's a bitch, isn't it?

Especially when you consider it's usually the higher priced products who have that stipulation... so if they pay $800, they can still only get back $720 at the end of the guarantee period.

However, there is a way to finesse this. It's subtle, it doesn't seem like it's a big deal... but you cause what Gary Halbert called a "paradigm shift."

Fundamentally, it's a reason why.

And therein is the 'trick' to finessing: tell them why, and make it a reason they can instantly wrap their minds around.

Stansberry & Associates, one of the most successful financial publishers in the world, has said before in their copy... "(this is only to dissuade people who will buy our product, take all the reports and investment ideas we give our members, and promptly cancel their subscription)."

Simple. But it makes a lot of sense, right?

I mean, it almost feels like betrayal. Like theft. Like this generous thing you're doing is being abused and your members deprived of the proprietary information they have paid good money for.

Hell, if you have to do something for legal reasons, say it!

"naturally, this would NEVER be my choice to do. If I could, I would do x, y, and z. But I can't. The law of The United States Government prohibits me from doing so. I hope you understand I'll do what I can to make this as easy as possible, in spite of that."

There's the ticket.


Anyway, that's all for today.

Over and Out,


PS. I got a new nickname recently I like: "Skinner."
Think I'm going to use it from now on. We can even call this blog "Skinner's Slice."

Clever, right?

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