Tag: Marketing

Copywriting

Give an incredible guarantee paired with condition of proof of everything they do

Chris Labs

99.9% of them will not. So, you virtually eliminate your returns overnight. They go down to almost zero under those circumstances. They have to give you proof of everything they try to do. And if they did try everything you tell them to do, they’re going to be successful and they won’t want their money back. Sam Fishbine, Gary Halbert: XXX, p.107 Continue reading Give an incredible guarantee paired with condition of proof of everything they do

Copywriting

Think about marketing the way a singer thinks about a show

Chris Labs

Let’s suppose that you played the guitar and you sing, and you get the chance to work in a bar. So, you do 10 songs and the public loves one of them, they’re indifferent to 5 of them, and they hate 4 of them. Your audience. So, the next time, you drop one of the 4 and you keep replacing it. So now you’ve got 2 that they love, 4 that they can tolerate, and only 4 that they loathe. And you keep doing that over and ov34, and there will be a point, at some time, where you go … Continue reading Think about marketing the way a singer thinks about a show

Copywriting

Give them something that helps them flesh out the fantasy. People aren’t as visual as we think

Chris Labs

Rather than saying you’ll save time and leave it to them to imagine what saving time means to them, say, “So instead of spending an hour changing the oil in your car, you’ll spend 10 minutes. You can use the rest of that time to take your kids out to a movie. Or you can spend the time with your family or spend the time practicing your golf swing,” or something like that. Bring it home to them. Sam Fishbine, Gary Halbert: XXX, p.14 Continue reading Give them something that helps them flesh out the fantasy. People aren’t as visual as we think

Copywriting

We have a need to feel a little special, and respected

Chris Labs

That’s why I always try to make the person feel a little special. I always try to slip in, “You’re going to get a better deal than anyone else.” […] Most people feel like they don’t get enough respect in their lives. I think anybody listening to to this tape, you guys all have little tiny slights that happened to you in childhood or high school. Sam Fishbine, Gary Halbert: XXX, p.13 Continue reading We have a need to feel a little special, and respected

Copywriting

2 reasons why a man buys anything. There’s the reason he’ll give you and there’s the real reason

Chris Labs

Often, they’re not the same at all. The classic one is the Corvette. A classic Corvette buyer will quote you all kinds of stats about the car, how it’s one of the original cars, the classic car, goes fast, has all of this engine power, has a lot of stuff. He’s well aware of its ability to turn heads and stuff. But he’s still filling a need inside. Nobody spends $90,000 on a car without fulfilling some deep inner need. Don’t scoff at those needs. Mark Twain, Sam Fishbine, Gary Halbert: XXX, p.13 Continue reading 2 reasons why a man buys anything. There’s the reason he’ll give you and there’s the real reason

Learnings

Go for the customer, and for the customer alone. Forget the wholesalers, jobbers, retailers, etc.

Chris Labs

And if customers want your product, the jobbers and retailers will flock by dozen to carry your product. They will come to you. Many of the wrecks in advertising come from trying to sell things over and over. One first sells to the jobber, and he demands a large percentage. Then he tries to sell to the retailer. He wants free goods and extra margins. Never forget that. Jobbers and retailers have their own brands. What trade they can influence is never directed toward products you control. If they can influence sales, they make four times as much on products … Continue reading Go for the customer, and for the customer alone. Forget the wholesalers, jobbers, retailers, etc.