Tuesday, 2 February 2016
Say nothing, get nothing ( plus...90-page sales letter making money, hand over fist)
I thought this was smart.
To put up a single webpage of copy to advertise my writing services with the following headline;
Yes, A Writer With Not Much To Write!
I then went on to say why, if you're looking for a writer, you don't want to be burdened with information overload, and so that's why I'm keeping this short.
All in all, if you were to print the webpage out, it would be less than a single A4 page of copy.
I mean, literally - NO THING.
We all experiment.
And that one was bad.... really BAD.
And out of those experiments, we either carry on doing what we think is good (based on ego and wanting to look good) or... we adjust because things aren't working.
Since that time, I've learned that the kind of people I attract and whom I'm interested in working with and sharing my ideas with, are those businesses and entrepreneurs who want solid information... who want to dive deep into something they're interested in... who have an expansive brain and want to go over (re-read) things - once, twice, several times.
You'll rarely get a few lines of copy from me.
Because I've things to say and share.
And... I make sure that what I'm saying has some kind of actionable usefulness to you and... that what I write isn't boring, or a chore for you to read.
Some of my emails have been 3 to 4 solid pages of text.
But I've seen that they're getting opened, read and hopefully for them, has them taking some kind of action based on what's written in the emails.
For a writer, silence (take that to mean being skimpy with words and explanations) is the kiss of death. (See the stark difference between one ad that has minimal words, and... my Honda CRV ad that's packed to the rafters with interesting, fact based copy)
For a business, sending out the same kind of communications an audience is used to seeing -- because every other business is sending them the same versions of neutral, plain Jane offers, promotions and information - is pretty much the same as being silent.
Majority of your audience will glance, dust their hands off together, and pass it by.
Your business can't afford to keep doing that.
"Oh, but I can't write all that copy, no-one's going to read all that... they're going to be bored and turn away from it all... my audience is different"
Of course, we ALL turn away from anything, if it's boring. Short copy. Long copy. Doesn't matter.
If there's one thing we can't stand, it's being bored to death.
Ed Miliband - ex Labour Party leader, was absolved of all blame for the Labor Party's recent UK election collapse, according to a recent Labour Party investigation into what happened.
Unfortunately for the deluded souls who led that investigation and came to the conclusions they did, Ed Miliband is the most boring politician you could meet - visually, verbally and in all other ways.
Lack of inspiration, lack of leadership, lack of like-ability - he WAS the number one reason Labour failed. Yet, his business (his party) could not see it, still cannot see it.
Many were bored with Miliband's brand of consistent boring-ness.
Want to know about a sales letter that's 90 pages in length that's selling a business product that has tens of thousands of buyers and made the company millions a year... and... it ISN'T boring?
And something else, has genuine, sincere fans of the product because it's turned their lives around?
What you need to know about the letter is it contains everything a person needs to know before making a purchase.
There's no question that's not answered.
There's no lack of proof that'll have you quizzical or befuddled.
And get this, there's NO hard sell going on, though... it sells.
The business has done a MASTERFUL job in selecting and qualifying their particular client and making the best, most irresistible proposition they can.
It's copywriting and sales story creation at its best. And it's really only for serious students of the craft of direct response communications and who are growth obsessed, who'll benefit from looking at it.
Why aren't I leading you to the page and having you go make up your own mind about it?
Because if you're not already putting out the kind of communication and information that your audience and customers love, then this'll be too dramatic a shift for you. (If the letter is of interest to you, get in touch)
And exactly who'll buy from that sales page?
Those who read it and raise their hands to buy.
The other 99.999% of people on the planet - it won't even reach their eyeballs.
Where are YOU being silent in your communications?
How OFTEN are you showing up silent and blank, again and again and again?
If you want to fix that, then there are options.
Here's one of them.
-- don't forget - say nothing, you get nothing... say nothing different, you get nothing different.