Marketing and promotion tip from Seth Godin:
“Human beings crave respect. They detest trickery. They don’t want weasel words or fine print.”
Hmm. Does that mean, when selling the business opportunity, that we should stop leading with the images of the guy in the Armani suit with the fancy sports car and big house?
And at the bottom of the page, in very small print, they get the weasel language (AKA disclaimer): Results not typical. Results depend entirely on your own efforts. Results not typical. Results not typical. Results not typical. Results not typical. Results not typical.Results not typical.Results not typical…
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Learn to write a key person ad like I did for $37. Use New School principles. Not $97. It’s $37 here for the 3-CD set. Check it out first so you see what you get. MP3s here ($25)
“Results not typical”……I think using your ad writing tips we can avoid using the flawless girl and guy holding hands while a dog runs around thier feet living a wonderfully happy life on the beach and call out a particular name. We would get a smaller response but a better qualified person.
I think everyone knows the fine print is there. Most people don’t want to believe it so they ignore it hoping beyond hope that they will get nontypical results. Who doesn’t want to live happily ever after? The sad truth sinks in when five months and some dollars down the road they are not happily ever after yet so they look for another adventure to fulfill that desire.
Nancy Carlson
perfectmombusiness.com
I think many prospects, particularly women, would appreciate a photo of a modest home with a reliable but smallish SUV in the driveway, with the caption reading “We have no debt, thanks to my home-based business.”
The most real, big print thing I can say is who I am, why I’m doing what I’m doing, and who I’m looking for to join me. These things are difficult to argue with.
Most other things are more conjecture, judgement, and hyperbole.