posted an amusing status on Facebook:
“I have to say… Jim Yaghi is one of the
select few who can directly tell you to ‘fugk off’ in a sales letter and have
you want to buy faster. Well played.”–Daren Hanser.
Got a giggle
out of that one.
brings up another important Communicology lesson.
Before I dissect
this, a quick story will help illustrate.
At a recent
live marketing workshop, one of my colleagues was giving a training on landing
A student was there to learn how to sell his book on the fascinating topic of “how to break
up with your wife without losing your stuff”. Weird niche, huh?
suggested a (kinda brilliant) headline that goes kinda like this:
“How to Kick Your Wife To The Curb & Leave
Her With Nothing”
did the words come out of his mouth…
…when some woman in the audience made a scene of packing her books, angrily preparing to leave. “Hmph. How dare he!”
She was angry at the trainer.
over in a panicked rush to calm her down and convince her to stay.
When I heard
the story, I said…
“I would have let the bitsh go. Fugk her!”
If she doesn’t
have a thick skin, she needs to find herself a new line of business. NOT Marketing.
What do you think?
have you ever sent out a promotion that unintentionally pissed off some prospect or customer?
I’ve had my
fair share of dipshit prospects and dipshittier customers. And if this was me a
few years back, I would have held the firm belief that every prospect and every
customer has value to your business…you should do EVERYTHING in your power to
win them back.
and you can tell me if I’m wrong…but have you ever tried to win back a prospect
and actually succeeded?
It happens, ok? I’m not saying it doesn’t.
people who get offended by your marketing are RARELY your real buyers.
offence at some niggle…some word you used…or some subject matter…something that’s
not fundamental to the value you offer..it’s usually a pretty big sign they
were NEVER your customer.
What I mean
by that, is if a customer is angry because you didn’t deliver on a promise you
made in your product…then that’s on YOU.
But if they’re
bitshing about how you’ve chosen to sell or promote that product, then it’s on
Look, I’m not
opposed to being sensitive to your prospects or being politically correct if
that’s how you want to be.
begins when you start walking on eggshells so as not to offend someone who is
NOT a buyer…at the expense of selling to a real buyer.
In Social Science,
Polarisation is a phenomenon of communication and psychology.
“Polarisation is defined as the behavior of
a social group to split, based on opposing views. Over time, more and more members
of the original group join or split into groups and fewer members remain
neutral. This brings the two sides or “poles” further apart.”
Neutral people are bored and indifferent. They don’t buy.
But when you
bring polarization to your selling strategy, you create two distinct camps. Those
who HATE the shyt out of …you, your brand, and your product… (let them go fugk themselves with a big hairy broom).
who LOVE you to pieces. To the point it doesn’t matter what you sell anyway. They
just want it because they think you are freakin’ awesome.
Back to the
Why do you
think that nutcase woman got pissed off and wanted to leave, anyway?
was designed for an audience of men who are stuck in a loveless, painful
marriage that they can’t leave for fear of losing everything they’ve
worked so hard to get.
don’t believe their wife deserves a share of.
I mean, she
might have been the thorn in their side, slowing them down for years while they
were trying to build a good life for their family. And now they had ENOUGH and
The book is a solution to a REAL problem affecting a handful of people…not the entire population of the planet.
And these guys must have a kind of VINDICTIVE hatred toward their wife to want such a product.
who got so offended was very likely to have an ex-husband who left her with
nothing…or she’s insecure in her current marriage.
for her was the product…not the marketing.
was NOT the target audience of the product, then her opinion and judgment of the marketing is
if the guy who sells this book does NOT take that kind of vindictive attitude in
his marketing, and he tries to accommodate people outside his audience…by being
politically correct…thinking it would make EVERYONE love him…
one EVER will.
All he’ll accomplish is to dilute his offer, water it down, dull it to the point it has no reason to
guaranteed no woman is going to love anything he says about his book anyway. No
matter how “politically correct”.
It doesn’t matter.
why polarization is SO important in selling.
isn’t about pissing people off. It’s about not caring if you have to.
You need to
communicate the truth of your message to the people who matter.
about being intentionally offensive. Nor about swearing and cursing like I do.
(I’ll explain my reasons in a later email in the Communicology series)
creating a larger divide between non-buyers and buyers.
So your customers aren’t just wish-wash. They are STAR STRUCK FANS.
topic we explore in Communicology 701. We tap into the phenomena of human
nature so you sell effortlessly, while focusing on your message, and without depending
on copywriting or even worrying about specific words you use to get across your sales message.
Want to learn
Communicology? More here…
p.s. btw, i guarantee this email has pissed off a few people that i don’t care about. they’ll be angry that i reported the story…about a product i don’t sell… about a headline i didn’t come up with. they’ll be angry anyway. I’m guilty by association. So for those peeps, here’s my big fat PFFFTTtttthhhhhhhhhttttt.