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When Your Client Is An Idiot - Worst Practices Bailout
“Because, frankly, the franchise owner was an idiot.
See, my friend tried to tell him that you don’t sell $200,000 products with a single sales letter. Your prospect doesn’t know you from Adam - and you expect him to read a few pages of sales copy and then cut you a check for
one-fifth of a million smackers?
Sorry. No matter how “hypnotic” your sales copy may be, the world doesn’t work that way.
Because all things being equal…
As your price rises, so does your prospect’s skepticism.”
Mentor Clayton Makepeace, the copywriter all of us dream to emulate (and surpass!) one day gives a jarring real-life lesson on how bad marketing kills good products.
Oops, scratch that — the product was lousy too. Like I said, worst practices.
Read it and learn, kiddies. And make damn sure we won’t be writing about you in the future.
And no, I am not the young copywriter he was talking about. I made those kind of squib moves a long time ago. Oh who am I trying to kid, I never did anything this stupid.
Technorati tags: Technorati tags: Clayton Makepeace, worst practices, hypnotic writing, sales letters, copywriter, marketing strategist, provocateur, ROI Copywriting, Walter Terry
By Walter |
Topics: Client Top Secret, Marketing Mishaps, Pro Analysis |