When Lincoln suffers no fools
Abraham Lincoln once said, “You may fool all the people some of the time… you can even fool some of the people all the time… but you can’t fool all of the people, all the time.”
And this is precisely why ads that claim to offer the “biggest”… “best”… and “strongest”… simply fall on deaf ears. No one in today’s crazy world is being fooled about anything.
Instead, it’s like being in a crowded underground subway terminal, with trains pulling in and out all day long. Before you know it, you’re shouting just to be heard by the person next to you. But then, since everyone else is doing the same thing, you have to shout even louder just to say “Good-bye” or “I’ll be home around 9:30″… or “Did you remember to call the dentist” and other things like this.
Big bold general claims fall on deaf ears. They mean nothing to anyone, and they wreak of desperation and a false sense of virtually anything. So your competition things shouting them louder is the answer.
But it’s only when your readers can’t deny your sincerity — that’s when your advertising messages begins to take on meaning. When you’re specific and speaking to people who are genuinely interested in what you have to say, in terms that are important to them — that’s when your prospects are going to sit up in their chairs and start paying attention to you.
Telling someone how special you are only works when that someone is your mother. Otherwise you’re just lumping yourself in with every single one of your competitors out there, who also has nothing to say that’s different or meaningful.
If you’re looking to fool someone, be the “best” in your ads. But if you’re looking to attract qualified prospects, let them know what you’ve done and what you have to offer them — this way THEY will come to the conclusion you’re the best.
See, the first statement attracts people who can be fooled some of the time… but the second one attracts buyers with cash.
Which ones do you want as customers?
Now go sell something, Craig Garber
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Discover how I made a hair north of $578K with a small online list of less than 5,000 names, and without spending even one thin DIME on advertising in my new book, “How To Make Maximum Money With Minimum Customers.”
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