Comments on: Website Copy With Benefits: Tei’s Take

By: Lucia Pinizotti

Lucia Pinizotti — Mon, 20 Apr 2009 18:57:29 +0000

First let me say, I usually love your posts. This time though I really believe you got this one wrong. I humbly disagree that people are stupid. Most people are ‘unconscious’, not stupid. Meaning that they are unaware of the unconscious values that drive their behavior. Because of my line of work (unconscious changework), I’m exposed everyday to people who, although aware of their wants, are completely unaware of the underlying value that they are trying to fulfill through the want. In other words, people don’t want things – they want the fulfillment of some hidden value they place on the things they want. I agree with James here, if you end with superficial wants (benefits) – without touching on the underlying, largely unconscious values – which is why those benefits are important – you are overlooking the fact that people do not consciously choose. Every choice is an unconscious choice first, followed by an conscious justification for the choice. The unconscious mind processes information 1/2 second before the conscious mind catches up. And that’s a neurological fact! So you better be talking to the real decision maker – the unconscious mind of the individual you are attempting to persuade – because that’s where you have your greatest influence. The way to do that is to keep digging for the hidden values your product or service are actually fufilling, which may be outside of your readers conscious awareness, even as it is motivating or demotivating them to respond to your copy.

By: Catherine Cantieri, Sorted

Catherine Cantieri, Sorted — Mon, 06 Apr 2009 13:51:03 +0000

I remember hearing somewhere that you have to tell someone something *seven times* before they get it. Which sounds like a whole lot, until you contemplate having to write fresh copy that tells someone something seven freaking times. Then it sounds positively ungodly. Note: I am not choosing a side here, nor am I going anywhere near the sex/sports talk. Catherine Cantieri, Sorted´s last blog post...Introducing my free eBook: "How to Harness a Hobgoblin"!

By: Tei Lindstrom - Men with Pens

Tei Lindstrom - Men with Pens — Fri, 03 Apr 2009 19:07:07 +0000

Incidentally, “snake oil”‘s just my shorthand for things that aren’t exactly what they seem. It’s not my code for big nasty lying bastard.

Probably an ill analogy, since of course snake oil guy doesn’t actually sell what he says he’s selling, which is of course not true for anything we’re selling. We are in fact selling, you know, copywriting or web design or whatever. And we will in fact deliver said copywriting or web design.

Ooh! I found my problem! It’s that the FEATURE seems real. “Really awesome copywriting” IS “really awesome copywriting”. Irrefutable. Especially ours. Ours is totally really awesome. No one would give us the lie on that one. “Really awesome copywriting that will completely change your life” is . . . well. It’s refutable. I don’t know that it will change your world. I hope it will. I think if you use it the right way, it will. But it’s out of my hands at that point, so I feel funny promising it.

By: Tei Lindstrom - Men with Pens

Tei Lindstrom - Men with Pens — Fri, 03 Apr 2009 17:53:17 +0000

True, there’s a line between lying and simply amplifying. But it’s often a fine enough line that it makes me edgy. Say it’s something as simple as “buy my copywriting and your business will succeed!” Is it true? Well, probably. I certainly hope so. That’s why I write it. But there are any manner of things completely out of my control that can prevent that from actually happening. If I write fantastic copy for a website that my client doesn’t ever market, then no, my writing probably won’t make his business skyrocket. Even though I promised him it would.

Which I why I’m more comfortable with things like, “Hey, you need awesome copy and I DO awesome copy. What a happy symmetry we make.”

I’m not trying to hurt your feelings, Jamie-boy. Hunter and I drifted into sales a bit there. We’re not suggesting you like the snake oil salesman. Nobody likes the snake oil salesman. He’s an ass.

By: James

James — Fri, 03 Apr 2009 17:49:25 +0000

I’ll say this – don’t equate “snake oil” to regular, everyday marketing. There’s a HUGE difference between lying to get a sale and pointing out what should be obvious but what may not be.

Nowhere – NOWHERE – do I promote lying, deceit or screwing people. I really dislike the link made between snake oil and normal sales strategies. They are not the same.

By: Tei Lindstrom - Men with Pens

Tei Lindstrom - Men with Pens — Fri, 03 Apr 2009 17:43:38 +0000

Melinda – But of course I am. I am always right.

Barbara – Thanks very much. I actually forgot this was going to run on April Fool’s Day. I should’ve been funnier. It’s a good chance for funny.

Lisa – See, that’s what this post was supposed to be all about. A chance for parents to talk up their definitely not stupid children. Only you get me, Lisa. The rest of these guys are all on about marketing and stuff. ::sigh:: I’m all alone . . .

By: Tei Lindstrom - Men with Pens

Tei Lindstrom - Men with Pens — Fri, 03 Apr 2009 17:41:40 +0000

Hunter – That’s exactly what I’m saying. I just left a big long thing on this over at James’ post today, so go read that, but the basic gist is: if you believe in snake oil, you’re an idiot. If I have to sell you snake oil to make you buy a product you already know you need, you are doubly an idiot. And I don’t think I’m going too far out on a limb with that statement.

The thing is, I’ve totally fallen for snake oil in the past. But I was about twelve years old at the time. And you know what? The product didn’t change my life. None of the products changed my life. And the more I looked around, the only times I’d ever felt like an idiot was when I fell for snake oil pitches. When I just needed a product and went out and found the one with the solution I needed, I was fine. Everything was great, in fact. I felt pretty smart.

If I need a product, I go seeking a good product. Don’t tell me it’ll change my life. I know it won’t. And the fact that you think I’m stupid enough for fall for it makes me believe you’re not selling something real. It makes me think you’re selling snake oil. Which means I’m liable to go for straightforward dude next to you, who just says, hey, I can fix that. You can fix that? This problem right here? Great. I’ll talk to you. The guy who says he can fix that AND make me shit gold bricks? He can keep it. That’s gotta hurt, anyway.

By: Hunter Nuttall

Hunter Nuttall — Fri, 03 Apr 2009 05:47:25 +0000

Tei, this is super fantastic. We don't normally see stuff like this on Men with Pens (er, Chicks with Bics?), and while it may have been a risk (aren't Pen People supposed to get this stuff?), it was great to know I'm not the only one who thinks this way. I even think just problem + solution is overkill. Don't tell me my problem, because I already know it. Don't tell me your solution, because I won't believe you. Just tell me the features, and I'll decide for myself. However, if people want to be treated like 3 year olds, we can go ahead and do that, even if we don't understand why. Hunter Nuttall´s last blog post...The Complete Akashic Records

By: LisaNewton

LisaNewton — Fri, 03 Apr 2009 01:34:23 +0000

Hey, when my daugther was three, she could read at a first grade level, and now she's got her English degree and going for her Master's in Woman's Studies. I just wonder what type of job she'll get, but she's happy. That's the important thing.....................:) LisaNewton´s last blog post...World Storytelling Day, a Contest, and your Neighbors

By: Barbara Ling, Virtual Coach

Barbara Ling, Virtual Coach — Thu, 02 Apr 2009 12:15:42 +0000

Hi Melinda! Those Buy Now buttons should take you to the INCREDIBLE ONE TIME OFFER THAT WILL NEVER EVER EVER BE REPEATED!!!

It didn’t? Wah! But admit it, you adored the rainbow chasing me picture!

Thanks for stopping by, Barbara

Barbara Ling, Virtual Coach´s last blog post…Rainbows follow ME in search of GOLD – Make Money and Lose Weight