When Marketing Liars Get Caught -- And What You Should Be Doing
Instead
Ever see an ad and just "sense" that it's an outright lie? Or
maybe even more frustrating, ever write an ad yourself, and feel
you can't make your sales pitch accurately "unless" you're lying?
Don't worry, because I'm going to tell you exactly how to deal
with this so you can put your broken conscience back together
again and eliminate all that angst you're carrying around with
you.
Listen to this:
Not surprisingly, a little while ago, three well-known,
household-brand companies, were nailed for false advertising.
Here, check this out:
Apple got in trouble for making false claims about the life of
the battery inside the iPod. They said the battery would last
for the life of the iPod, and that you got 10 straight hours of
playing time on it.
I own an iPod, and I can tell you, neither of these claims are
true.
Gillete got spanked in the rear for saying the M3Power razor
made the hairs on your face stand up for easy shaving.
And you don't need to be a dermatologist to figure out that's
impossible.
And good old Tropicana was busted because they claimed their
"Healthy Heart" orange juice lowered blood pressure and
cholseterol, reducing your risk of getting a heart attack and a
stroke.
And everyone knows that can't be true, because the
pharmaceutical companies would immediately shut down ANYTHING
that competed with their drugs that lower your blood pressure
and your high cholesterol.
Oddly enough though, the biggest mistake I see entrepreneurs
making, is their reluctance to telling the truth in their sales
copy, specifically when it comes to touting themselves or their
own accomplishments.
For example, yesterday I was reviewing a client's sales copy,
and the client's biggest flaw was in not credentializing himself
ENOUGH.
I'm not sure if he felt a little "awkward" by boasting... or if
he was just a little bashful, but the truth is, once you put a
product out there -- especially if you're selling information
products -- you're now THE expert.
So step up to the plate and assert yourself -- your prospects
are looking for your guidance, and for your leadership -- if
you're reluctant to give it to them, and if you don't stand up
and start leading them, they'll be just as reluctant to drink
from your well.
And even more reluctant to buying from you.
After all, think about it -- would you accept medical care from
a physician who was unsure of themselves, or who was
uncomfortable letting you know about all his experience and
credentials?
And let's make it even more mundane: Would you rather use the
newest pest control company in town or the one who told you
they've been eliminating bugs for the last 15 years and only
three times, did they have to go out and re-treat the home?
So don't hold back. Let your prospects know how good you are,
and then some. You'll only make them feel better about their
relationship with you and reduce potential buyers remorse.
Now go sell something,
Craig Garber http://www.KingOfCopy.com
P.S. Check out all the prior archives you've been missing, right
here at: http://www.kingofcopy.com/tips/tiparchives.html