This document summarizes Michael Masterson's view that fear and greed are overrated as primary motivators in copywriting. While fear can be effective for some products like insurance, it often paralyzes people or attracts the wrong customer types. Greed also usually attracts gullible and disloyal customers who hurt businesses. The document advocates appealing to emotions like hope instead and cites experts like Robert Cialdini who showed more subtle persuasion works better. It concludes by advising using fear sparingly and focusing on giving prospects hope rather than greed.
In his most recent book, To Sell Is Human , bestselling author and management thinker Daniel Pink explores the changing nature of sales in today's market. He equates selling to people with "moving" them, or facilitating an exchange of--for example--products, time, and talent. To be successful, salespeople will need to adopt a new approach.
Operant Conditioning and Psychoanalytic Tactics in Advertising: B.F. Skinner...Bill MacConnel
Now equal parts math and persuasion; algorithms and data, in a powerful alliance with Freudian and Skinnerian methods.
Advertising has emerged as one of the most sophisticated businesses. Looking at a Direct Response model that was envisioned and presented at MIT 40 years ago by industry pioneer Lester Wunderman. Who, at age 96, remains an *insider* radical, visionary, and inspiration; spot on with predictions and client performance, and always measurable results!
The story continues with Google merging DR and General into the often malleable, programmatic advertising; All beautifully dovetailing and supercharging into helping personalize mass reach; into a remarkable tool for digital mass reach to build a brand.
In his most recent book, To Sell Is Human , bestselling author and management thinker Daniel Pink explores the changing nature of sales in today's market. He equates selling to people with "moving" them, or facilitating an exchange of--for example--products, time, and talent. To be successful, salespeople will need to adopt a new approach.
Operant Conditioning and Psychoanalytic Tactics in Advertising: B.F. Skinner...Bill MacConnel
Now equal parts math and persuasion; algorithms and data, in a powerful alliance with Freudian and Skinnerian methods.
Advertising has emerged as one of the most sophisticated businesses. Looking at a Direct Response model that was envisioned and presented at MIT 40 years ago by industry pioneer Lester Wunderman. Who, at age 96, remains an *insider* radical, visionary, and inspiration; spot on with predictions and client performance, and always measurable results!
The story continues with Google merging DR and General into the often malleable, programmatic advertising; All beautifully dovetailing and supercharging into helping personalize mass reach; into a remarkable tool for digital mass reach to build a brand.
This book will help you help yourself and others to become bestselling authors, instead of unpublished writers.
Amazon kindle is a rapidly expanding marketplace for people looking to publish their own books, but due to the huge prices that are being charged to get their books published the traditional way, it’s beyond most people’s reach.
This book is a step by step proven business system that will enable you to self-publish other people’s books in a three stage easy to follow process. This system has created more than 240 #1 bestselling authors in both fiction and non-fiction.
The internet has made business a very level playing field, you don’t just have your own town or city to market to any more, you have the whole world.
And with the A-Z proven blueprint that I will be revealing in this groundbreaking book, it's foolproof.
So if you’re tired of ‘Working for the man’, trying to find other ways to boost your income, or just want a new direction in your life, follow the ‘Business in a box’ guide and realize your own potential.
For clients who have NOT WRITTEN a book, all you need to do is guide your clients through the following process.
If they have ALREADY WRITTEN a book and just want it publishing, then skip forward to the appropriate stage, you have the best of both worlds.
For more information visit http://babystepspublishinglimited.com
https://facebook.com/thekindleking
The Mindset You Need for Ultimate Success in Network Marketing and Running a ...Erik Christian Johnson
The Mindset You Need for Ultimate Success in Network Marketing and Running a Home-Based Business - This presentation will help you find your way in creating wealth and happiness in your life.
The Quick And Dirty Guide To Creating Blog Posts That Your Audience CravesDominique Jackson
You've been reading about the importance of blogging for a long time. You might have started out with a blog post every now and then, but never got any traction. Most people fail at blogging because they're creating the wrong type of content.
This presentation will show you how to create blog posts that your target audience CRAVES and is STARVING for. The type of content that people look for when they're further into the buying process. And the best part? It's just a simple 3 step process!
The 129 Greatest Sales Strategists, Entrepreneurs, and Podcasters to Follow T...Carolyn Rose Kick
The complete list of thought leaders the RepIQ team turns to for industry insights, inspiration, and guidance. We've included links to all 129 thought leader’s Twitter accounts, blogs, and even some of our favorite articles, videos, and podcasts. Enjoy!
Các Dự án Kinh Doanh của Thái Robbin:
-Giáo Dục trẻ thông minh sớm Glenn Doman:http://hoithaoglenndoman.com/?i=ehKsZHgH7Me
-Thiết Kế web Kiếm tiền: http://thietkeweb.kienthuchay.net/?i=ehIJWyRThgk
-Xây dựng cộng đồng kiến thức hay:http://kienthuchay.net/tuyendung/?i=ehHaCNMeG
-Xây Dựng Chuỗi Cafe Kiến Thức hay
-Kinh doanh đồng phục cho cộng đồng Kiến Thức Hay.
Và Những dự án lớn khác,các anh chị nào muốn hợp tác và đồng hành tìm hiểu theo thông tin:
Liên Hệ HotLine: 090.678.5753 (Manager & Director Thái Robbin)
Facebook: http://www.facebook.com/ThaiRobbin
Web: http://thairobbin.blogspot.com
Công ty Kiến Thức Hay đang triển khai chương trình Ưu Đãi đặc biệt : GIẢM 70% HỌC PHÍ TRỌN KHÓA HỌC.
Vì vậy, nếu các học viên đăng ký học trong khóa 6 này chỉ phải đầu tư số tiền là 600.000 đ cho 7 buổi đào tạo chính thức từ CEO Zigzig Long & 10 Buổi Huấn luyện Cầm tay Chỉ Việc ..
Nội Dung Đào tạo :
Buổi 1 : Cơ Bản
Buổi 2 : Nâng cao
Buổi 3 : Chuyên sâu
link tìm hiểu: http://thietkeweb.kienthuchay.net/?i=ehIJWyRThgk
BONUS đặc biệt 4 buổi
- 1 buổi Đào tạo : Affiliate mnarketing
- 1 buổi Đào tạo : Facebook - cách kiếm tiền NHIỀU từ MXH Facebook
- 1 buổi Đào tạo: Đàu tư ONLINE - Kênh đầu tư mới hiệu quả cao
- 1 Buổi Đào tạo chuyên sâu : CHIẾN LƯỢC XÂY DỰNG HỆ THỐNG THƯƠNG HIỆU CÁ NHÂN BỀN VỮNG..
tham khảo nội dung tại link sau nhé : http://thietkeweb.kienthuchay.net/?i=ehIJWyRThgk
Preview of the Persuasion Note Cards. Drawn from the sciences of behavioural economics and social psychology, the 52-card deck is a collection of the best persuasion techniques and principles, used for centuries by the greatest marketers, salesmen, product designers, politicians and womanisers. www.grapho-persuasion.com
How to start a wildly profitable 6 figure marketing business & get your first commission check in just 2 weeks .
How you can build multiple income stream that will generate money for you 24*7 even when you are sleeping on complete autopilot.
Hurrah in my world and I hope tp resent to you what I percieve is under the vail the Te Party will go down and hpefully take whats left of the repulican party with it.
CONQUERING FEAR” is the ultimate guide for those who want to live a more courageous life and turn their biggest fears into fuel for success.
In this life-changing blueprint, you will discover everything you need to know about “Conquering Fear”. In this journey, you’ll discover all the proven strategies and tactics to develop the habit of taking action — 5 things you probably never knew about fear, 10 simple ways to boost your self-esteem, why even the strongest people have fear, and how they overcome it, affirmations for releasing fear and overcoming anxieties… and many more life-changing tips waiting to be uncovered inside!
Ultimately, this is your customers’ go-to self-help blueprint to start unleashing their full potential and put an end to chronic procrastination.
This book will help you help yourself and others to become bestselling authors, instead of unpublished writers.
Amazon kindle is a rapidly expanding marketplace for people looking to publish their own books, but due to the huge prices that are being charged to get their books published the traditional way, it’s beyond most people’s reach.
This book is a step by step proven business system that will enable you to self-publish other people’s books in a three stage easy to follow process. This system has created more than 240 #1 bestselling authors in both fiction and non-fiction.
The internet has made business a very level playing field, you don’t just have your own town or city to market to any more, you have the whole world.
And with the A-Z proven blueprint that I will be revealing in this groundbreaking book, it's foolproof.
So if you’re tired of ‘Working for the man’, trying to find other ways to boost your income, or just want a new direction in your life, follow the ‘Business in a box’ guide and realize your own potential.
For clients who have NOT WRITTEN a book, all you need to do is guide your clients through the following process.
If they have ALREADY WRITTEN a book and just want it publishing, then skip forward to the appropriate stage, you have the best of both worlds.
For more information visit http://babystepspublishinglimited.com
https://facebook.com/thekindleking
The Mindset You Need for Ultimate Success in Network Marketing and Running a ...Erik Christian Johnson
The Mindset You Need for Ultimate Success in Network Marketing and Running a Home-Based Business - This presentation will help you find your way in creating wealth and happiness in your life.
The Quick And Dirty Guide To Creating Blog Posts That Your Audience CravesDominique Jackson
You've been reading about the importance of blogging for a long time. You might have started out with a blog post every now and then, but never got any traction. Most people fail at blogging because they're creating the wrong type of content.
This presentation will show you how to create blog posts that your target audience CRAVES and is STARVING for. The type of content that people look for when they're further into the buying process. And the best part? It's just a simple 3 step process!
The 129 Greatest Sales Strategists, Entrepreneurs, and Podcasters to Follow T...Carolyn Rose Kick
The complete list of thought leaders the RepIQ team turns to for industry insights, inspiration, and guidance. We've included links to all 129 thought leader’s Twitter accounts, blogs, and even some of our favorite articles, videos, and podcasts. Enjoy!
Các Dự án Kinh Doanh của Thái Robbin:
-Giáo Dục trẻ thông minh sớm Glenn Doman:http://hoithaoglenndoman.com/?i=ehKsZHgH7Me
-Thiết Kế web Kiếm tiền: http://thietkeweb.kienthuchay.net/?i=ehIJWyRThgk
-Xây dựng cộng đồng kiến thức hay:http://kienthuchay.net/tuyendung/?i=ehHaCNMeG
-Xây Dựng Chuỗi Cafe Kiến Thức hay
-Kinh doanh đồng phục cho cộng đồng Kiến Thức Hay.
Và Những dự án lớn khác,các anh chị nào muốn hợp tác và đồng hành tìm hiểu theo thông tin:
Liên Hệ HotLine: 090.678.5753 (Manager & Director Thái Robbin)
Facebook: http://www.facebook.com/ThaiRobbin
Web: http://thairobbin.blogspot.com
Công ty Kiến Thức Hay đang triển khai chương trình Ưu Đãi đặc biệt : GIẢM 70% HỌC PHÍ TRỌN KHÓA HỌC.
Vì vậy, nếu các học viên đăng ký học trong khóa 6 này chỉ phải đầu tư số tiền là 600.000 đ cho 7 buổi đào tạo chính thức từ CEO Zigzig Long & 10 Buổi Huấn luyện Cầm tay Chỉ Việc ..
Nội Dung Đào tạo :
Buổi 1 : Cơ Bản
Buổi 2 : Nâng cao
Buổi 3 : Chuyên sâu
link tìm hiểu: http://thietkeweb.kienthuchay.net/?i=ehIJWyRThgk
BONUS đặc biệt 4 buổi
- 1 buổi Đào tạo : Affiliate mnarketing
- 1 buổi Đào tạo : Facebook - cách kiếm tiền NHIỀU từ MXH Facebook
- 1 buổi Đào tạo: Đàu tư ONLINE - Kênh đầu tư mới hiệu quả cao
- 1 Buổi Đào tạo chuyên sâu : CHIẾN LƯỢC XÂY DỰNG HỆ THỐNG THƯƠNG HIỆU CÁ NHÂN BỀN VỮNG..
tham khảo nội dung tại link sau nhé : http://thietkeweb.kienthuchay.net/?i=ehIJWyRThgk
Preview of the Persuasion Note Cards. Drawn from the sciences of behavioural economics and social psychology, the 52-card deck is a collection of the best persuasion techniques and principles, used for centuries by the greatest marketers, salesmen, product designers, politicians and womanisers. www.grapho-persuasion.com
How to start a wildly profitable 6 figure marketing business & get your first commission check in just 2 weeks .
How you can build multiple income stream that will generate money for you 24*7 even when you are sleeping on complete autopilot.
Hurrah in my world and I hope tp resent to you what I percieve is under the vail the Te Party will go down and hpefully take whats left of the repulican party with it.
CONQUERING FEAR” is the ultimate guide for those who want to live a more courageous life and turn their biggest fears into fuel for success.
In this life-changing blueprint, you will discover everything you need to know about “Conquering Fear”. In this journey, you’ll discover all the proven strategies and tactics to develop the habit of taking action — 5 things you probably never knew about fear, 10 simple ways to boost your self-esteem, why even the strongest people have fear, and how they overcome it, affirmations for releasing fear and overcoming anxieties… and many more life-changing tips waiting to be uncovered inside!
Ultimately, this is your customers’ go-to self-help blueprint to start unleashing their full potential and put an end to chronic procrastination.
Do you know where your sales tools come from? Ever wondered where things like trial close and handling objections came from? This is an interesting report on where some of your sales techniques and tools come from.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Number One Job Hunting Book in the World!Jim Stroud
JimStroud.com - Jobseekers! If the only thing you have done to find work is post your resume to a job board, you are missing out on countless opportunities. Stop doing what you have always done and implement a job search strategy that pays off now and for the entirety of your career. If you are unemployed, under-employed or unhappily-employed; the facts, ideas and methods in this book will help you find work quickly and keep you employed for years to come.
In this book, you will learn:
# Why now is a good time to be looking for work
# How to know which careers are worth your time
# How to look for work in other countries
# How to find jobs that will boost your entire career
# How to advance your career by writing your resume in advance
# How to position yourself to be found by recruiters looking to hire
# How to get fired from a job before you even start it
# How to find more qualified job leads with less effort
# How to start your own online business with no money down
# How to find a job on Twitter
# How to cold call a company and get a job
# Reasons why recruiters never call you back (and ways to convince them otherwise)
# How to deal with recruiters who pitch you jobs you do not want
# How to get job search help from family and friends
# How to use Facebook to get a job
And everything else that I forgot to mention in this description!
"The #1 Job Hunting Book In The World" is presented in a conversational style and humorous tone that engages the reader throughout. The information is contemporary, relevant and practical enough for immediate application. Read this book and be inspired to actions that will cause opportunities to seek you out.
...
If you have my permission to download this book, share it online, share it via email, share, share away. However, the right to bind it and sell it is exclusively mine. If you would like to purchase hard copies of my book, you can buy them (and my other books) on Amazon.com.
Jim Stroud
LinkedIn: www.linkedin.com/in/jimstroud
Blog: www.JimStroud.com
YouTube: www.youtube.com/jimstroud
Amazon: http://amzn.to/2q2mBhu
P.S. If you want me to lead you to who is hiring now at my beloved employer, I suggest you check out our website at: https://www.randstadsourceright.com/careers/
EVERY job Iead I could give will come from that website, so do us both a favor and just go there. Thanks!
;-)
Do you know where your sales tools come from? Ever wondered where things like trial close and handling objections came from? In this is a report award winning business coach Andrew Priestley explores where some of your sales techniques and tools really come from. and if they even work.
Youtility: Why Smart Marketing is About Help not Hype - Exclusive Free ExcerptJay Baer
Exclusive free excerpt of Youtility: Why Smart Marketing is About Help not Hype, the new marketing book by Jay Baer. The difference between helping and selling is only two letters, but those two letters make all the difference. What if your marketing was so useful, people would pay for it?
The science of influence 2013 - Selling InteractionsAnderson Hirst
A summary of insights to help you to apply science to influence for effective sales meeting. This white paper will provide you with 12 big ideas to stimulate your thoughts about managing customer interactions differently and we provide practical tips on how to apply this in sales in everyday situations.
Discover the secrets of copywriting success from the master. From novice to pro in easy stages
Do you want to...
* Never pay for a copywriter ever again?
* Attract your ideal clients and customers with your words?
* Convert your readers into potential business opportunities with persuasive copy?
* Write copy for your website with a clear, intentional message that serves your audience?
If you answered YES to any of these questions, this is the course for you.
Do you feel like your copywriting skills are letting you down?
Whether you need to write copy for your website, your blog, a cover letter or CV; these techniqu WORD for any medium.
This course offers actionable tools and templates which anyone can use to get <b>RESULTS right away. You will learn to write effective copy fast, so you can get on with running your business.
If you think you know everything there is to know about copywriting, wait until you unlock the <b>SECRETS inside this course that the top professional copywriters don't want to tell you.
In this course, you will learn how to write copy that connects and converts. In other words you’re going to learn to craft copywriting that actually sounds like you, that comes from your heart and makes people excited to buy what you sell.
What makes this course different?
* I work professionally as a copywriter and marketing consultant- this course will be way more comprehensive than any amount of Googling (believe me, I’ve done it all)
* I give you my personal formulas and templates to use for your copywriting, with step-by-step guidance how to implement them.
* I reveal the tried-and-tested methods and techniques I have used in my own copywriting case studies to get results.
* The course includes the little-known marketing psychology tricks that professional copywriters use to win life-long customers and clients.
My teaching style is straight forward, clear, concise and to-the-point. I use practical real-life advice that you can apply straight away. I can’t wait to get started with you on your journey to copywriting success.
Copywriting
ORDER NOW.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
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Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Copywriting secret of the masters fear and greed - two overrated emotions - michael masterson
1. Copywriting Secret of the Masters:
Fear and Greed: Two Overrated Emotions
How to Become a Smarter and More Powerful Copywriter
by: Michael Masterson
This special report is brought to you free courtesy of
www.ProCopyWritingTactics.com
www.ProCopyWritingTactics.com
2. Fear and Greed: Two Overrated Emotions
How to Become a Smarter and More Powerful
Copywriter
Way back when I was learning how to write advertising copy, it was
commonly believed that the way to get high response rates was to appeal to
our prospects’ greed and fears.
I don’t know who first made this pronouncement, but it was practically a
commandment of direct marketing in those days.
All the ―experts‖ I listened to espoused it. All the copywriters I admired
seemed to do it. On the surface, it seemed to be a good, practical rule. One
I should follow.
But I thought it was stupid.
I didn’t need a degree in psychology to know that reducing human
motivation to two, very obvious, emotions was wrong.
I knew in my bones — based on 30 years of experience (first with my
mother, then with my teachers and eventually my colleagues, wife, and
children) — that there were better ways to be persuasive than by stirring up
fear and greed.
Sure, using fear sometimes seemed necessary — to keep the kids from
riding their bikes in the dark without headlights, for example. But mostly it
paralyzed the person I wanted to motivate. I found it to be both heavy-
handed and clumsy. There were many other emotions and desires I could
stimulate that would get the job done.
And greed? I grew up in a household where greed was considered a deadly
sin — ―the devil’s instrument.‖ I had no desire to use it as my own.
www.ProCopyWritingTactics.com
3. I wanted to build my career by working with, and selling to, people who, like
me, were subject to greed and fear but wanted to rise above those base
impulses.
I wasn’t being altruistic. Not really. I didn’t want to associate myself with
greedy, fearful people because I knew I couldn’t trust them. I couldn’t trust
them as friends. I couldn’t trust them as business partners. And I couldn’t
trust them as customers either.
So even before I got into marketing in a serious way, I knew something
about persuasion that most of the experts writing books and giving lectures
did not seem to know.
And I had enough common sense to recognize that just because something
is often said and generally believed doesn’t make it so.
I’m happy to say that the myth about fear and greed has been eroding. I
believe Bill Bonner had something to do with that. The great promotions he
wrote in the early 1970s relied on other emotions and instincts to sell his
products. Gary Bencivenga and Clayton Makepeace, too, wrote copy that
helped disprove this lie.
The biggest move forward came, ironically, from a man whose intention was
to warn consumers against marketing. In his book Influence: The Psychology
of Persuasion, Robert Cialdini, a professor of social psychology at Arizona
State University, analyzed dozens of very successful promotions. He didn’t
choose the ones that relied on greed and fear. Instead, he focused attention
on those that used more subtle, clever approaches.
The consumers he was hoping to enlighten hardly read the book. But it
became a great hit with a lot of marketers who applied Cialdini’s insights on
the psychology of persuasion to their promotions.
Among Cialdini’s insights were these:
We instinctively try to reciprocate when someone does something for us.
Once we’ve made a commitment to do something, we strive to be
consistent with that decision.
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4. We tend to look to others to determine what our decision should be in
any given situation.
We prefer to say yes to the requests of people we know and like.
Cialdini eventually crossed the river and became an authority on marketing.
His later books and seminars taught how to do the kind of subtle marketing
he had despised. Good for him. Good for us. (I say ―good for us‖ because I
believe this kind of marketing is not only more effective, it is more honest.
But that’s another subject for another essay.)
As I said, the idiotic ―rule‖ about fear and greed has been eroding — but it’s
never going to completely disappear.
Why? Because many marketers still believe that fear and greed are the most
motivating of all the emotions. And there is some evidence to support this.
Let’s begin with fear.
Fear is a primal emotion — one that was inherent in man at a very early
stage of human evolution. It is also an essential emotion, one that is
necessary for survival.
Neurobiologists tell us that our primal emotions are rooted deeply in our
―reptilian‖ brains and are instinctive. Because they are instinctive, they can
be very strong and very difficult to overcome.
And there is no doubt that fear is effective in selling all sorts of products —
from burglar alarms to baby monitors to almost every form of insurance.
But just because an emotion is strong doesn’t mean it should be used to
market everything.
The reason is simple. Human beings have three ―primal‖ responses to fear:
to fight, to flee, or to be paralyzed into inactivity. And a copywriter doesn’t
want his prospects to do any of those things.
In selling investment advice (something I’ve done a good deal of), fear has
sometimes been useful. But I’ve noticed that if you crank up the fear, you
reduce the responsiveness to your ad. A little fear can go a long way when
you are trying to motivate people to worry about their savings or their job
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5. security, for instance. But you must quickly follow that fear with hope of
some kind.
And that brings us to greed.
Proponents of the fear-and-greed approach often argue that the smart thing
to do is to follow a fear-based lead with an appeal to the prospect’s greed.
But I have found that if you do that, you wind up attracting the kind of
customer you don’t want: someone who is gullible and greedy.
You can’t build a business by selling to the gullible and greedy. You can make
scores, sometimes big scores. But you will never have a sustainably
profitable business.
About six months ago, I had a conversation with a copywriter who’d had
amazing success with several fear-and-greed promotions. In fact, his
commissions on all the sales from those campaigns should have come to
more than a million dollars. I say ―should have,‖ because his clients
discovered that many of the buyers brought in by his fear-and-greed
promotions asked for refunds. And those that stayed were not good buyers
of their other products.
So he made out temporarily, but eventually lost most of his clients.
I suggested that he learn to appeal to other emotions. He wasn’t interested.
He just kept on using his credentials to snare new clients… until they, too,
experienced the same disappointing results. And now I hear through the
grapevine that he’s finding it harder and harder to find anyone who will buy
his copy. (By the way, he sent me an e-mail this morning. I haven’t read it
yet. I wonder if he’s ―seen the light.‖)
Greed doesn’t work because good customers, the kind that will stick with
you and continue to buy from you year after year, don’t think of themselves
as greedy. They want to be successful. They want to make more money. But
they don’t want to be greedy.
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6. Here’s what I want you to take away from this:
Use fear as a primary emotion to sell insurance products (which include such
things as burglar alarms, baby monitors, etc.). For other products, you can
try a little fear… but don’t go too far with it. Then concentrate on giving your
prospects hope. Hope is far and away a much stronger selling proposition
than fear.
And never use greed. Greed-based promotions will only attract customers
who will ruin your business.
Let Michael take you by the hand and show you how to tap into the raw
power of human emotion to sell more products and services than ever before
with the AWAI’s Accelerated Program for Six-Figure Copywriting. Use those
skills to sell your own products and services or get paid handsomely for
them by becoming a six-figure copywriter.
www.ProCopyWritingTactics.com
7. MICHAEL MASTERSON – There is no one more qualified and experienced than copywriter,
entrepreneur, and business-builder Michael Masterson to teach you the art, craft, and
business of copywriting.
Michael started his first business – a fifth-grade publishing venture – at age 11.
After finishing grad school at the University of Michigan in 1975, he spent two years in the
Peace Corps, where he began his writing career.
Several years later he was working as a writer for a small newsletter publishing company in
Washington D.C. Then, in 1982, he learned the art of copywriting and launched the first of
dozens of successful direct-marketing ventures, many of which have become multi-million
dollar companies.
All told, he’s been directly involved in the generation of over ONE BILLION DOLLARS of sales
through the mail and online.
He’s also a highly successful author. He’s published more than a dozen books, including
several which have become Wall Street Journal, Amazon.com or New York Times
bestsellers.
Today, Michael consults mainly for newsletter publishing giant Agora, Inc., and writes
regularly for Early To Rise, one of the most popular self-improvement newsletters on the
Internet, and for The Golden Thread, AWAI’s weekly copywriting newsletter.
But there’s more to Michael Masterson than just his writing and business skills.
Michael also has a knack for taking just about anyone with a burning desire to upgrade his
lifestyle – no matter what his background or education – and transforming him (or her) into
a top-notch copywriter:
He’s the one responsible for transforming Paul Hollingshead from a 35-year-old
minimum-wage grocery store stock boy into a copywriter earning upward of
$300,000 a year … and Don Mahoney from a woodworker to a $300,000-a-year
copywriter living in Miami Beach …
He’s mentored other copywriters who have gone on to generate hundreds of millions
of dollars in sales each year through their copy …
He’s shown people in their 50s and 60s – people preparing for retirement – how to
successfully change careers and become well-paid freelance copywriters …
He’s taken young people fresh out of college – with no ―life experience‖ at all – and
turned them into top-notch copywriters and newsletter journalists …
He’s taught housewives, bartenders, and laborers to excel …
He’s even helped ―professionals‖ – doctors and college professors – leave successful
careers to enjoy the big money and stress-free lifestyle copywriting offers …
Discover how Michael can do the same for you with his AWAI Accelerated
Program For Six Figure Copywriting.
Michael Masterson
www.ProCopyWritingTactics.com