Posted by: Daniel Levis
August 15, 2007
Issue #204

Hate Mail

– Are You getting Yours?"

In this issue:

• Three different ways to use controversy to draw attention to your products and services …
• How to leverage the news to draw attention to your sales story …
• Faux controversy – how to use it to stimulate sales …
• And more!

Dear Business Builder,

One of the most effective ways to attract attention to your website and your sales message is through the power of controversy.

Controversial subjects and assertions have a magnetic effect that proves almost irresistible to people. Very often you can take a piece of news, create some controversial content around that subject, and draw a great deal of attention to your product or service.

Here are a couple of examples …

Over the last few days, the stock market has been making front-page news. It’s going to hell in a hand basket. Why? Because millions of American’s have been defaulting on their mortgages …

Suppose you’re selling a newsletter about gold. This is a perfect opportunity to write some scathingly controversial editorial lambasting Washington’s easy money policies.

A provocative, controversial headline like “Are NeoCon Monetary Fascists Responsible for The Mortgage Meltdown?” would draw readership like moths to a flame.

Investors are in fear mode, looking for someone to blame. Here’s a chance to bond with them against a common enemy. The headline polarizes the market, creating a magnetic pull, regardless of which side of the argument you stand on.

Or let’s suppose you were in the business of selling first aid kits. One of the big stories in the news lately is about Oprah’s angst over her dog Gracie’s untimely demise. Seems poor Gracie choked on an unsafe dog toy. Well believe it or not, many of these companies that sell first aid kits, sell special kits just for pets.

Wouldn’t this be a great opportunity for one of these companies to release an advertorial on pet safety outlining all of the various household hazards for pets? And what better way to draw in the target market than with a controversial headline? Something like this:

"Oprah’s torment over Gracie’s tragic death
could easily be repeated
in millions of American homes …
Why haven’t pet owners been warned
about these 7 household hazards
waiting to kill or seriously injure your pet?"

The promotion could open by insinuating that big business callously disregards pet safety in the interest of massive profits while authorities turn a blind eye (Very believable in the wake of the recent pet food scandal). And then go on to identify the dangers to pets, and provide a solution in the form of safety tips, and of course, safety kits.

But what if you can’t find a current event to ride on? Perhaps there’s a perennial controversy you can leverage. Here are a few that come to mind …

• Same Sex Marriage
• Stem Cell Research
• Global Warming
• Free Speech
• Animal Rights
• Evolution
• Social Equality

Let’s take this last one and see where we can go with it. Since the dawn of time, social equality has been a bone of contention, and of intense interest to most people, whether they realize it or not. Why?

Because it’s tied to one of their prime desires: Money. And all of the myriad emotional benefits that money entails …

So how can you use the power of controversy embedded in the concept of social equality to draw attention to a product? Well, if what you’re selling has anything to do with making money, it’s really quite simple.

Here’s your headline:

Are The Rich Getting Richer,
And The Poor Getting Poorer?
Under-paid statistician researching this very question
stumbles upon a shocking new discovery
that now nets him $1000 a day
while lounging at home on his couch …

Just type that headline phrase “are the rich getting richer, and the poor getting poorer?” into Google and you’ll find thousands of entries, and plenty of discussion. Some of it heated. In case you’re interested, the overwhelming majority feels the answer is yes.

Taking the opposing view will no doubt draw fire. And that’s what you want.

But what if you can’t find a roaring controversy in the news, or a perennial controversy that fits your purposes? Well, you can always make one up.

Here are a few strategies …

Strategy #1 – Attack an idea or belief that the small majority believes in passionately, and that a significant minority disagree with vehemently.

This is exactly the tactic some savvy online marketers took to hitch a ride on the publicity surrounding the movie “The Secret” recently. I wrote about in WMA issue #120. You may get some hate mail with this approach, but it will be well worth it in exchange for the additional exposure you’ll enjoy.

Strategy #2 – Make it personal. Pick an argument where the point of view that someone takes when exposed to it reflects strongly on his or her identity and values. Think politics and religion.

One of the reasons for the perennial controversy surrounding the rich getting richer and the poor getting poorer is the fact that the idea is so comforting to so many people.

Misery loves company, and seeing these inane arguments that seem to prove that it’s not their fault they’re not rich gives people yet another excuse for not taking responsibility for their own financial well being.

Flame me in the comment box if you like for saying so, but any idiot can see that the standard of living in all but a few war torn or politically oppressed countries is consistently rising, numbers be damned.

All you need do is look around you and consider what people have today, and compare it to what they had when you were a kid to see that it’s true.

Strategy #3 – Hitchhike on a catch phrase to magnetize your message.

Memorable catch phrases with a sort of a singsong quality about them help to spread controversy virally. Think alliteration, repetition, and rhyme.

“The rich get richer and the poor get poorer” is a good example. “It takes money to make money” is another.

Strategy #4 – Phrase your headline in a way that attacks the common wisdom embraced by the overwhelming majority. Here’s the trick:

Remember how I said in a recent issue that people buy for one of two reasons: to obtain pleasure or avoid pain? Well in this case you’re going to lead with pain avoidance.

“Do You Make These Mistakes in English” is the most famous example of a pain avoidance headline. Pain avoidance is about sidestepping mistakes. Regardless of what you are selling, you can draw your prospect into your copy with the promise of mistakes avoided.

So far so good, but how can you add the power of controversy? Let me give you an example …

I wrote an article recently about split testing, and I split tested these two headlines.

“Do You Make These Split Testing Mistakes?” vs. “Why Split Testing Doesn’t Work!”

The second one won hands down. Why? I believe because it added an element of controversy. Copywriters and direct response marketers are passionate about split testing. When someone says it doesn’t work, it’s heresy!

But when you read the article, you’ll see that it is in fact pro split testing. The headline is a play on words. The article’s position is: Split testing works, but not if you make these mistakes.

And just like “Do You Make These Mistakes in English” you can lift the headline “Why Split Testing Doesn’t Work!” and use it all over the place: “Why saving money doesn’t work!” … “Why treating your girlfriend nice doesn’t work!” … “Why eating bran in the morning doesn’t work!” You name it.

Until next time, Good Selling!

Daniel Levis
Editor, The Web Marketing Advisor
THE TOTAL PACKAGE

P.S. Join me this Thursday for Bootstrap Money Maker call #9, where I’ll be stripping lead generation expert Mark Vurnum of his list … assets … and notoriety, and giving him just 30 days to get back on his feet.

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5 Comments »

1. Comment by Nicholas Heath — August 15, 2007 @ 9:25 am

   $1,000,000 with no strings attached. Other than God\’s sovereign hand, in all of our affairs. Or…

   The personal email of Clayton Makepeace. Or…

   Free products. The products that Mr. Makepeace deems fit. Or…

   All three. Or…

   Nothing!

   I hope you have a wonderful day. Take care. God bless. Most people take the blessings of God, and turn them into a curse!

   [B]null[/B][B]null[/B][B]null[/B]

2. Comment by Sean Romanoff — August 15, 2007 @ 2:25 pm

   when I read the teaser copy for this issue of The Total Package, but I ended up agreeing instead.

   Why? I thought you were going to suggest \”inventing controversy\” where none exists, which would sacrifice credibility for attention. That is a loser over the long haul.

   On the contrary, you suggest taking advantage of controversies that are timeless - i.e., rich vs. poor (not sure I could stomach an example on same sex marriage, though).

   Congrats on a great idea!

3. Comment by Sean Romanoff — August 15, 2007 @ 6:17 pm

   When I said I could not stomach an example on same sex marriage I meant that the subject seems to bring not only controversy (good in theory) but also the worst in people who take part in the debate.

   Just wanted to clarify my meaning.

4. Comment by Josiah — August 15, 2007 @ 10:44 pm

   Great topic Dan…

   I love using controversy and I am beginning to learn more about it…

   One of my attempts failed horribly (hey it still made me a bit but I offended a majority!)

   I\’ve learnt to actually use controversy but not to offend your target makret…

   After all they are the ones who are buying!

   Josiah :grin

5. Trackback by Anonymous — April 11, 2008 @ 3:58 am