Every so often, one of my clients decides to go cause trouble in a completely new field. The following ad appeared in a niche magazine recently, and caused shock waves throughout the industry.
Just like we intended.
Most markets out there have never seen this type of hard-hitting, personality drenched, grab ’em by the throat advertising before. It’s a shock to the system. And, it sells a hell of a lot of product.
Now, most people who know my style can tell this was written by me instantly. What they may not figure out, however… is that I don’t know squat about motocross. I only know how to sell.
I put my Sales Detective Hat on, called this guy MacDonald, and grilled him for an hour on how to “sound” like I knew what I was talking about. He didn’t understand what I wanted, but it didn’t matter. I was in control of the conversation, and I knew how to effectively pump him for lingo, slang and attitude.
Because, it really doesn’t matter what the product is. Basic salesmanship requires the same items, regardless of what you’re selling. You need to bond with your reader - so you find out what really motivates people in that niche. (In this case, it’s winning with inside secrets. Most motocross riders can’t afford expert help, and it was a revelation that a pro would spill the beans like this.)
You also need to confront common objections — so you need to know what annoys and bothers the niche. (Here, it’s the idea that manufacturers are pushing expensive new equipment as the answer to winning. Thus: Riding buck-naked, with just the insider secrets you need to win.)
And, you need a great offer. That’s the easy part. Good, hyper-generous guarantee that removes risk… some free stuff they can keep (which sounds even more valuable than the actual product)… simple justification for the price… and damn good reasons why you should buy right away. With easy-as-pie ordering instructions.
Interesting note: That first subhead was actually blank when I submitted the copy to the talent for approval. I asked him how to give the impression that equipment didn’t matter. I knew I wanted the “buck naked” phrase… but I didn’t know how to describe an old, decrepit bike. It took fifteen minutes, because he resisted the concept… but I finally got the “clapped-out 2-stroke” out of him. The “6 year-old” tactic was important, too - any current rider would instantly recognize this as a bike so ancient it was ready for the Smithsonian. So I made my point, with “moto” language insiders would instantly recognize and identify with.
It was worth the effort to get that info out of the guy, even though he resisted. Most “experts” and pros don’t like to be associated with old stuff. They aren’t salesmen, so they don’t understand the need to position them with slang. They really would prefer an ad with just their photo and a few meaningless slivers of copy. They’re afraid to offend their fans, their colleagues, and their mother.
In this case, MacDonald was savvy enough to recognize that we knew what we were doing, and he didn’t. So he okayed the copy.
And yes, it pulled like gangbusters.
Click here to see the “Riding Buck Naked on a Clapped-Out 2 Stroke!” ad.
(It will open in a new window or tab, so you can toggle between the ad and Carlton’s commentary.)
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