If your copy is falling flat then maybe you need someone to yell at.
Good political operatives, community activists, and multi-million dollar direct mail superstars all swear by the profit-pulling power of a villain.
Seriously – Lex Luther makes Superman cool and necessary.
Who do you hate? Who get’s your blood boiling?
I’m talking about the product or company that has got it all wrong…don’t be timid here…go for the jugular. First it will feel good to get it out. Next it will feel even better when you see how an enemy can breathe life into your copy.
Dude, pull out your latest salesletter or email. Give it a read. Now try rewriting it with a dose of righteous indignation.
Tell your product’s story as if it is a holy warrior. Be the underdog. Be Rocky. The idea is to drench your product in passion. Your reader’s will instantly get it – because deep down – we all like to be mad. Being angry just feels good and for many it pushes them to take action.
Which is the whole point. Nice pollyana copy that gathers the children around for a group hug keeps everyone happy and broke.
A rabble-rousing mob who are angry at Apple for censoring the little guy’s iphone app…well that’s the ticket to Droid greatness.
Here’s how to find your own tailor-made bully.
- Who’s the leading company in your niche?
- What’s considered “status quo” or common sense in your profession? Challenge it…make bucket fulls of cash.
- Do you have “pundits” that get alot of press? Go get ‘em. For example, attack Suze Orman’s “disciplinarian financial advice” and watch disgruntled customers flock to your banner.
- Go after whole professions – the Alternative health industry has pocket buckoo bucks slamming the medical profession, pharmaceutical company, and “western medicine”.
Don’t get nervous about the negative energy, I’m stoking here. All I am talking about is good old positioning (ala Jack Trout). When you pick a fight, you help your customers understand your place in the market. They can identify with your benefits and decide if they want to get to know you better.
Give it a try and tell me how it feels 