Tweet This!Are These Three Marketing Sea Changes Killing Your Response?
- Why your marketing model is failing you …
- Why your sales copy is losing its effectiveness …
- Why everything you think you know about attracting new customers and selling to existing customers is quickly becoming obsolete …
- And what you must do NOW to create explosive response in the mail and on the Web
Dear Business-Builder,
I’m so old, I’ll betcha my tie has gone in and out of style at least five times.
Not that I pay much attention to such things, mind you.
My professional life revolves around marketing trends. And there again, my advanced age means I’ve seen many promotional styles go in and out of vogue over the years.
Actually, the changes have been a bit more intense than that; more like the undulations you’d see watching a 350-pound belly dancer struggling to stay upright in a 7.3 earthquake.
Take successful direct mail formats, for example …
When I started out in this racket, just about everyone was using Monarch, #9 and #10 envelope packages. Then, suddenly, just about every financial control was mailed in a 6X9 window envelope. And just as suddenly, the magalog, bookalog and tabloid each took its place at the top of the format heap.
Now, it’s not like all the big mailers got together and arbitrarily decided to switch formats (or if so, I sure as heck didn’t get the memo).
In each case, each new direct mail format climbed to the top of the pile simply because it gave mailers a greater ROI than its predecessor.
Some formats got greater attention, readership and response simply because they were new; different than the ho-hum junk mail our prospects had come to expect.
Others, like bookalogs, appeared to have value – and therefore weren’t as susceptible to the indignity of being instantly and unceremoniously thrown, unread, into the nearest trash receptacle.
And still others – magalogs and tabloids, for example – jumped to the head of the pack because they: 1) Offered marketers greater visibility in the mailbox … 2) Gave us more external real estate with which to “sell” prospects on reading them … AND 3) Appeared to be magazines, which, like books, are perceived to have value.
So, whenever someone asks which format I’m likely to use, I know to stick my finger in the wind before I answer.
But while many direct mail formats have come and gone throughout my career, the principles of creating effective sales copy pretty much stayed the same – and for one, simple reason:
Our prospects weren’t changing much
In 1975 for example, the average 65-year-old prospect for financial and health products had been born in 1910. In ’85, I was talking primarily to folks who’d been born in 1920. In ’95, I knew my average prospect had been born in 1930.
All of these folks had common cultural experiences and common values. They all had memories of the Great Depression in the ‘30s … World War II in the ‘40s … and of gathering around a flickering black-and-white television for Leave It To Beaver, Ozzie and Harriet and Father Knows Best in the ‘50s.
Their world view was formed at a time when a man’s word was his bond and when good character meant everything.
They were raised by their parents and conditioned by society and the media to revere the government … trust the friendly family doctor … respect the companies that employed them … believe what TV, radio, magazines and the newspaper told them … and also to assume most of the advertising they saw and heard was pretty much true.
It was for these generations that Kennedy, Lasker, Hopkins, Collier, Schwab, Caples, Reeves and Ogilvy created their legendary ads.
And it is from these generations the great advertising masters learned their lessons about what worked best before passing them on to us in their classic volumes.
Now, that generation is being gradually replaced. The prospect who was 65 when I begin writing in the 1970s is 98 today. The 65-year-old who bought the rare coins I sold for Blanchard in the ‘80s is now 88.
With each passing day, more members of that generation check out of our prospect groups. And also every day, more of their children and grandchildren check in.
Oh, what a difference
a single generation can make!
Today’s 65-year-old prospect was born in 1942 – ‘way too young to remember World War II – let alone the Great Depression.
More importantly, he turned 18 in 1960 and proceeded to acquire his skills as a financial decision-maker and consumer smack-dab in the middle of the “Don’t-Trust-Anyone-Over-30” and “Question-Authority” era of the 60s and early 70s. The era of Vietnam and Watergate produced the most skeptical and cynical generation America had seen.
What’s more, that generation did an excellent job of passing its skepticism on to its children. Those hyper-cynical, ultra-skeptical “Generation Xers” are now your 26 to 47-year-old prospects.
We’re getting cynicaller and cynicaller
While our older prospects are being continuously replaced by their far more skeptical children and grandchildren, two additional sea changes have been busy giving our prospects even greater reasons to distrust anything they see, hear or read in the media – including our ads …
The first of these two developments began at our supermarket checkout counter – when copies of The National Enquirer made their appearance, packed with stories of alien encounters, Bigfoot and other such horsepucky.
Soon, more publishers figured out they could get rich appealing to our baser instincts with stories of the lurid and bizarre, of gossip and scandals – and tons of “me-too” tabloids began springing up like crazy.
Finally, the national media figured it out too – and most TV news programs and cable channels began spending less time covering news that matters.
Instead, the U.S. media became obsessed with Joey Buttafuko, Lorena Bobbitt, Monica Lewinsky, Mary Kay Laterno, Anna Nicole Smith, the status of Britney Spears’ underwear – and of course, UFOs and Bigfoot.
Now, I ask you: Can you imagine the venerable Walter Cronkite reporting on such things?
Neither can our prospects. Is it any wonder that we’ve lost respect for the media and come to question the veracity of just about everything we read, see and hear today?
And now, while the media we once trusted has been busy debauching itself, the Internet — a new and even less responsible medium — has taken center stage …
Despite the spam filters my ISP uses and despite the spam-shooters we have on our own network, I’ll get between twenty and fifty unsolicited e-mails in a day, and most will be obvious rip-offs.
As consumers, we also know that many websites can be equally hazardous to our financial health. Since you can pretty much say whatever you want on the ‘net – whether it’s true or not – many people do.
And so, for anyone whose IQ is larger than their shoe size, any advertising claim on the ‘net is taken with a grain of salt.
What does all of this mean to marketers and copywriters?
Well, for one thing …
Everything you think you know
about attracting new customers
and writing to existing customers
is quickly becoming obsolete.
The Masters — Kennedy, Lasker, Hopkins, Collier, Schwab, Caples, Reeves, Ogilvy and others – created their classic ads for a radically different audience than you’re addressing today.
It’s time to stop merely asking, “What do the Masters say?” and to begin asking, “What would Hopkins, Caples, Ogilvy and the rest HAVE DONE if they had been presented with today’s hyper-skeptical market realities?”
As a marketer, overcoming today’s pandemic of skepticism is your single, greatest challenge.
The good news is, it can be done. Because despite the fact that our prospects are radically different than their parents and grandparents, they do have one thing in common with them:
They like to spend money.
The desire to feather our own nests … to purchase products that can make us richer or healthier … to buy things that save us time, effort or money … to spend money on things that assuage our boredom or loneliness or improve our status … is every bit as powerful as it ever was.
Nevertheless, if we are to enfranchise these new generations of ever-more skeptical prospects, the way in which we marketers deliver our “gospel” – the “good news” that our products can, indeed satisfy these desires – must change.
Here at my agency, ResponseInk, we see the effects this new skepticism is having on our response and ROI every day …
One-shot customer acquisition promotions are going the way of the dinosaurs.
Today, it’s all about the relationship between your company and your prospect … and building credibility and friendship over time.
While marketers who deliver value, invite involvement and create a sense of community among prospects before expecting a sale are growing by leaps and bounds, those who cling to the old models are losing ground.
Bombastic “big promise” or USP headlines are not working as well.
Today’s prospect is more likely to ignore sales communications that look and sound like sales communications.
Instead, topical, newsy and intrigue leads that key on something your prospect is already thinking about often work best.
High-octane sales copy is losing its power.
Today, lower-key, value-added advertising copy (advertorials) that reward prospects for reading by delivering valuable, helpful, actionable information is leaving the language of the high-energy carnival barker in the dust.
It’s all about persuasion
Sleepwalking through the process of designing your marketing strategy – falling back on old-fashioned, even obsolete “in-your-face” marketing models – is easy.
Formulaic copywriting – falling back on the old ways and just throwing around a bunch of big promises and high-energy words – is easy.
Thinking is hard.
Climbing inside your prospect’s skin … fully understanding what he must first know and feel before he’s likely to purchase your product … then presenting that information in a way that’s engaging, lively, entertaining and credible – and doing all that without having your sales copy sound like sales copy – is the hardest kind of hard.
It’s worth it.
A while ago, I wrote a series of personal, warm, friendly, low-key e-mails inviting prospects to attend a free teleseminar on international investing.
More than five-thousand people signed up. The call delivered valuable, actionable advice to help investors profit in foreign stock markets that are jumping as much as 144% a year.
This friendly, low-key phone call sold somewhere north of $1.5 million in subscriptions in a matter of hours.
Meanwhile, we blasted a high-energy “obvious” USP-based promotion to prospects.
It barely even registered on the response Richter scale.
Worth thinking about …
Yours for Bigger Winners, More Often,
Clayton Makepeace
Publisher & Editor
THE TOTAL PACKAGE
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12 Comments »
Join the Discussion!
Let us know what you think. Or ask us anything. Or offer your own sage advice.
The only rule: RESPECT THIS HOUSE! Postings that contain abusive language and/or personal attacks will be cheerfully VAPORIZED. One cross word and – POOF! – your well-thought-out post will be gone in a puff of smoke.
– Clayton
Comment by Bill Henthorn — October 2, 2009 @ 11:49 am
“We’re getting cynicaller and cynicaller …
It’s all about the relationship …
and building credibility and friendship over time …
It’s all about persuasion” …
Amen to all of that, Brother!
I’ll just add:
Because of the lost trust due to manipulating propaganda,
I think many prospects go into sales situations with eyes
and ears pealed and BS meters set to maximum sensitivity.
You gotta treat your prospects like family and put yourself
on the line to protect them.
In order, transform yourself from seller to advocate and transform the relationship from “You — Me” to “Us vs. Them.”
How? Pick an enemy to represent “Them.”
Bill Henthorn
http://www.MassPersuasion.net
Comment by John — October 2, 2009 @ 12:21 pm
I’m just curious, Clayton, but how would you reconcile the notion that the “hyper-cynical, ultra-skeptical “Generation Xers”” (and their parents, too) also appear to be the least skeptical of politicians and most accepting of more and more government involvement in nearly all aspects of our lives?
Comment by Bill — October 2, 2009 @ 1:15 pm
Clayton,
Excellent post as usual. I’m seeing the same thing–especially observing my own buying habits. I read every headline that comes into my inbox.
The financial promos that start with “Make $147,689.43 more this year from stocks!” go right in my trash. Ugh–just not believable.
But promise me an intriguing story and weave it into implied benefits that are believable and I might be hooked (sort of like Gary B’s “Get rich slowly” lead). I think a lot of people these days are saying “you’re full of crap–where’s the proof?” a helluva lot more and right at the beginning.
Side note–I get about 20 e-zines and just can’t get to them all. Yours is one I open almost all the time because I know I’ll get real, meaty content. Is it a coincidence I’ve bought product from you as a result? Probably not.
Happy Friday,
Bill
Comment by Bill F — October 2, 2009 @ 5:35 pm
Thanks for this. I’ve been thinking about these issues. Certainly things have changed - but human nature has not. We still have to appeal to the same fears and desires - the question is how.
I think the classic salesletter was needed because direct marketers had only one shot, and they had to go for the gut and follow through fast.
Now, we still have to go for the gut, but the courtship is more drawn out, and there are more factors involved. Now that our potential customers can simply Google us, there are a ton of variables that weren’t there before - and they can work for us or against us.
Comment by Shel Horowitz — October 3, 2009 @ 5:22 am
Good piece. I’m going to Tweet the link. One other big difference is that customers are very much a part of the dialogue now. Twitter, Facebook, blogs, yourcompanysucks.com websites all provide unmatched-in-previous-generations opportunities for consumers to get right back with big companies (or little ones, but that’s ALWAYS been there) and tell them exactly what they think…and to organize boycotts and other movements if the company is not responsive.
This definitely means that relationship-marketing is more important, as I discuss in my award-winning sixth book, Principled Profit: Marketing That Puts People First
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Comment by Tom McKay — October 3, 2009 @ 11:28 am
AMEN, Clayton! Friendly, non-pushy marketing is the future. I’ve been preaching the same thing to my clients and students for several years. The days of big promises and hype are ending. As a baby boomer myself, I can testify to the “cynicaller” factor you mention. Today’s consumers of every age are more savvy and cynical than ever. That’s why, on first contact, everyone’s credibility (media, marketers, corporations, even small biz) stands near zero. It’s up to the copywriter to lift it higher.
That’s why I urge clients to take it slow. Avoid the temptation to try and close the deal on first contact. I just wrote an article about this — and a more effective alternative approach — at:
http://www.attract-more-customers.com/overcome-customer-cynicicsm-437.htm (Feel free to remove that link if it’s inappropriate.)
Tom McKay
PS: I found this article via Shel’s Tweet (see #5 above). FYI, I followed it because I know and trust Shel (even though we’ve never met). See! It really is all about relationships now.
PPS: Good stuff, Clayton. Methinks I better subscribe now!
Comment by Tom McKay — October 3, 2009 @ 12:56 pm
I’ve long been preaching the same message to my clients and students, Clayton. The days of big promises and hype are ending. As a baby boomer myself, I can testify to the “cynicaller” factor you mention. But no matter what their age, today’s consumers are more savvy and cynical than ever. These days everyone’s credibility (media, marketers, corporations, even non-profits) begins at about zero. It’s up to the copywriter to lift it higher.
I tell my clients to take it slow with prospects. Avoid the temptation to try and close the deal prematurely. I just wrote a more detailed article about this very topic. (I’ll post the link below.)
Bottom line: It’s a lot easier to make the sale AFTER they get to know, like and trust you. Or when friends who do recommend you.
PS: I found this article via Shel’s Tweet (see #5 above). I followed it because I know and trust Shel (although we’ve never met). It’s all about relationships! Kinda proves my point, I think.
Link to article “How to Overcome Customer Cynicism”
http://www.attract-more-customers.com/overcome-customer-cynicicsm-437.htm
Feel free to remove this link if it’s inappropriate.
Comment by Sarah clachar — October 3, 2009 @ 2:23 pm
Great article, Clayton.
I’ve seen the same - esp. in surveys by Mintel, etc. (http://www.ausfoodnews.com.au/2009/09/02/a-review-of-global-consumer-trends-in-2009.html)
But it’s so much better to hear it from someone who’s been a witness to these marketing changes over time.
In the the nutritional supplement market this is especially true - and the media is another factor, fueling the flames of skepticism (http://www.nutraingredients-usa.com/On-your-radar/Health-claims/Supplements-and-DSHEA-under-mass-attack).
However, I have to say, as a former health educator, in many ways I welcome this. It insures that the truly beneficial products with a good track record and solid credibility boosters can stand out above the fray.
As Clayton pointed out, people are still looking for good solutions. Our marketing job is to let them know they’re here. By writing copy that makes that initial connection by appealing to their emotional side, dying for some relief or new excitement. And then putting in some good credibility boosters, speaking to the logical side that is trying to filter out the chaff.
And I certainly agree with the relationship-building element. Here’s another angle to consider: Most people in today’s frenzied world are looking for companies they can just settle down with and not worry about looking over their shoulder too much. People are looking for simplicity in their lives. The more you can position yourself as that trusted, go-to ally, the more you match what consumers are looking for.
Comment by Julius James — October 4, 2009 @ 1:02 am
Your best piece so far Clayton. After reading this, everything else you preach about has become about as impactful as a blast of TNT.
Comment by Tracy Needham — October 8, 2009 @ 3:40 pm
The original post may be have more than 2 years ago but the points are more true than ever. People are tired of the hype. (Although I would normally include advertorials in that and always skip them, but I probably notice that they’re advertorials more often than most.)
I would love to see more stats about the impact of copy changes that were made to move away from the hype.
Tracy
Comment by Walter Daniels — October 19, 2009 @ 10:52 am
To me, the problem is very simple. Most, IMO, copywriters have no experience with actual retail sales. Therefore, they have no experience with the customer Face to Face. They have no experience at building the trust required to make retail sales. I learned it working with and watching friends that made their living doing sales at Science Fiction Conventions.
I watched and learned the core of selling, and therefore copywriting (which is selling in disguise). People buy from people they trust. If you establish trust, they will listen and buy. That means: don’t talk down; be truthful in ways they can see; give them reasons to trust you.