"Stop lying to people"
Published: Tue, 08/11/20
And I’m not talking about claims.
I’m talking about telling them whatever problem they are dealing with is not their fault, when it demonstrably and obviously is their fault.
Take the weight loss market, for example.
When I partnered in a company in that niche a few years back, the stats and traffic guy Jim Yaghi told me my emails and sales letters converted over 40% of the list into some kind of buyer. It was probably a lot more than that, in fact, because we sold Kindle books, too, we were not able to track.
And, I believe one reason we did so well because I refused to lie to them.
I did not say:
“It’s not your fault you are overweight! Big pharma, big food, and big media have been conspiring to make you unhealthy your entire life … !” and then go into the usual pitch with benefits and claims.
I could have done that.
Practically everyone else in that market did at the time.
But, it’s fundamentally dishonest.
Of course it’s their fault. If they are a functioning, thinking, responsible adult (the only kind of customers I cared to market to), then who else's fault is it, exactly? Whether it’s from overeating, following the wrong advice, not dealing with past abuse in healthy ways so they can heal (a disturbingly common reason for this particular problem nobody wants to talk about because too nice), not exercising, not avoiding sugar, drinking all the time, not having their hormones tested and then working towards fixing that, or whatever it is, it is their fault.
Or, they should at least take responsibility for it, either way.
How is lying to them going to help them?
How is lying to them going to fix the problem?
How is lying to them going to make them want to buy anything else after that?
How is lying to them going to make a long-term change in their lives?
Answer:
It ain't.
All lying to them will do is maybe get a one time sale, which they will do nothing with, as they flit off to the next solution which anyone who sells in weight loss knows is what most people do. It's a revolving door of the same customers who swing from one branch to another in the marketplace forest.
Thus, I told them the truth.
And, made them take responsibility, which made them ready to receive my sales pitch.
But, I did it in a very special way.
I did not literally say, “it’s your fault, Porky! sac up!”
Instead, I used a way that works far better than lying to people not only in weight loss, but in this market (i.e., selling to you), and every other market, when it makes sense to do it.
A way hardly anyone has the sac to do.
But, that not only makes sales, but makes better customers.
Anyway, I talk about this - with a real-life example - on pages 107-109 in the "Email Players Skhēma Book", which I send to new "Email Players" subscribers when they subscribe.
But, some words of warning:
If you think this one thing is going to change your business, don't subscribe, this is but one cog in a very big machine. If you don't have the character to use information and instead just put it on a shelf only to buy something else you won't use, don't subscribe. If you lie to yourself about not being able to afford $3.23 per day the newsletter costs while buying overpriced sugar coffees each day, don't subscribe. And, if you have no list or offer or business to speak of, please, for the love of The Almighty, don't subscribe.
Why?
Because you'll just be wasting your time and money if any of the above apply to you.
And that ain't no lie...
Otherwise, go here:
https://www.EmailPlayers.com
Ben Settle