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"Copywriting Secrets Of The Indian Mystics"
Hi everyone, Been ruminating on this one for a little while now but it’s probably one of the most profound discoveries of my life. It all began with a little book about music and it’s had such a deep influence on my copywriting and small business,...
"How To Make A Career Out Of Copyediting And Proofreading"
Do you possess the qualities of a good proof reader? Are you good with details, spotting errors in spelling, grammar, and the flow of a piece and putting together quality work? If so, you may be able to make a career out of copyediting or...
Search engine Optimization copywriting - A genuine way to achieve the Higher
The basic aim of the site optimization is to achieve the top 10
position in the search engine. Various strategies have been used
to achieve that. Out of all the strategy copywriting is the one
of the strategy that is in use. But before the...
Why Should I Bother With Optimised Copywriting?
It's no good having a creative, individual website with brilliant, informative copy if customers can't find you on the internet. On the other hand, it's also detrimental if you have a website that can be easily found (has a high ranking) but people...
Writing Benefit-Driven Web Copy – 4 Steps to More Sales
You've identified the benefits you offer your customers, but how do you turn a list of benefits into engaging web copy which converts visitors into customers? Recently I wrote an article explaining how to identify the benefits you offer your...
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Why Jerks Win At Direct Marketing
Have you ever noticed that some very successful direct marketers go out of their way to be cantankerous? Have you ever wondered why? Today we're going to discover their secret? It makes many of them millions!
Studies have shown that people buy on emotion and then justify it with logic. We buy new BMW convertibles because we know we'll look good in them. Then we rationalize that "BMW makes a very good car that will prove to be a great long-term investment."
Those direct marketers that come across as cantankerous, or even total jerks, are deliberately tapping into the emotional side of their market. They're doing something called polarization.
Polarization is the art, or science, of getting members of your market to take an emotional stance. You want to get them to either really like you - or dislike you. Those who are neutral rarely buy your products. Remember, people buy on emotion, even though they're often not conscious of it. Getting people emotionally charged INCREASES your chances of making a sale!
One marketer that understands this concept and uses it brilliantly is copywriter Gary Halbert. Gary will tell you that he is the greatest copywriter alive, and he charges for his services accordingly. If you visit Gary's site at: http://TheGaryHalbertLetter.com you'll see that he is very politically INCORRECT. Gary goes out of his way to insult his audience, delivering smack after smack as he educates you on what good copywriting is.
Gary understands that not everyone is his market. So he creates strong feelings, and this drives away those who would never buy from him... and really endears him to those who appreciate his work. This tactic is very effective, and Gary has no shortage of customers making him rich.
Another marketers who understands this concept very well is Jay Abraham. I watched Jay Abraham, Stephen Pierce, and Rich Schefren orchestrate a teleseminar in 2004. Leading up to this teleseminar, they sent out a barrage of emotionally charged, very informative emails.
Their numerous joint venture partners also sent out a tightly orchestrated barrage of
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Many people are uncomfortable with mouth-to-mouth resuscitation, so they don't attempt CPR at all. Two big studies show that a streamlined, hands-only CPR method could be just as good. Experts hope the findings will get more bystanders to try CPR -- and, in the end, save more lives.
Canadian Team Finds Abandoned 19th Century Ship
The HMS Investigator, left in the ice in 1853, was found in shallow water along the northern coast of Banks Island in Canada's western Arctic. The ship had been sent out in search of the doomed expedition of Sir John Franklin to chart the Northwest Passage.
emails to their lists.
Those who saw the tremendous value in the free information provided in all those emails were charged up. They were so charged up that many could hardly wait for the teleseminar to take place. I was one of those nudged to sign up for this $497 teleseminar through all of those emails :-)
A final example of a marketer brilliantly employing polarization is a guy who calls himself "The Rich Jerk." I won't reveal his identity, but will tell you that coming across as a jerk is making him millions on the Internet. He is a very good marketer in his own right (he recently sold a website on Ebay for $379,000).
This "Rich Jerk" uses emotionally charged copy on his websites and it's very effective. Part of what makes his copy so effective is that he also incorporates proof of what he says. Reading this copy, you get emotionally charged up, and at the same time, you realize that you've encountered someone who can really help you succeed. You can see how he does this by reading his copy at: http://WhyJerksWin.com
By studying the examples above, you see that using polarization, or even coming across as a jerk, can be a very powerful marketing tactic. It can touch your reader at a deeper psychological and emotional level than many other marketing techniques. However, don't forget that another reason this works in the examples above is that these marketers also deliver tremendous value to their customers. They also PROVE their points.
Without also incorporating proof into their copy, this tactic probably wouldn't work. Without proof they would just turn prospects off. So now you know... jerks win at direct marketing because they employ polarization and proof.
About the author:
Willie Crawford has taught PROVEN Internet marketing techniques to thousands of successful Internet entrepreneurs since late-1996. Subscribe to his free weekly ezine, which helps you cut through the clutter and time-wasting hype. Subscribe now by visiting: http://WillieCrawford.com
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