Comments on: Are These Three Marketing Sea Changes Killing Your Response?

By: Walter Daniels

Walter Daniels — Mon, 19 Oct 2009 15:52:49 +0000

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.

By: Tracy Needham

Tracy Needham — Thu, 08 Oct 2009 20:40:08 +0000

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

By: Julius James

Julius James — Sun, 04 Oct 2009 06:02:37 +0000

Your best piece so far Clayton. After reading this, everything else you preach about has become about as impactful as a blast of TNT.

By: Sarah clachar

Sarah clachar — Sat, 03 Oct 2009 19:23:51 +0000

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.

By: Tom McKay

Tom McKay — Sat, 03 Oct 2009 17:56:20 +0000

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.

By: Tom McKay

Tom McKay — Sat, 03 Oct 2009 16:28:35 +0000

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!

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Sat, 03 Oct 2009 12:03:47 +0000

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By: Shel Horowitz

Shel Horowitz — Sat, 03 Oct 2009 10:22:58 +0000

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

By: Bill F

Bill F — Fri, 02 Oct 2009 22:35:43 +0000

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.

By: Bill

Bill — Fri, 02 Oct 2009 18:15:32 +0000

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