Tag: Money

Ad Breakdown Episode 1 of 2022

The Omega Speedmaster Ad

This ad is such a ridiculously good ad (and short too).

Been long I did an ad breakdown, so lemme share something with you guys today.

How can a man in a $27,000 suit settle for a $235 watch?

Headline opens up with curiosity – how all headlines should be

Shockingly, it also reminds me of this video of Eminem talking about his wristwatch

First paragraph – rarity/exclusivity.

2nd paragraph – prestige

3rd paragraph – ruggedness, efficiency & durability.

Last paragraph – legacy.

Everything you need in a wristwatch.

Because of the Eminem video, I got inspired to create an ad for G-Shock.

I did this under 10 minutes & I didn’t even edit it😆

…..

How Can a Man Worth $230 Million Settle For a $100 Watch?


Two things that are constantly preached to entertainers:

1. To ensure they makes move that make financial sense.

2. To think and act with the long term in mind.

None of which is surprising either.

Even though you’d hardly expect entertainers as vibrant and eccentric as they are to listen to this, so imagine our shock when we found the G-Shock on rapper Eminem.

But when you think about it, the G-Shock is designed for the job to withstand the rigors of always being on the road and performing in front of crowds who grab at you.

You don’t want to lose your $1 Million wristwatch to a group of moshers and crazy fans.

And you can wear it everyday without being afraid it would scratch.

As an entertainer, you can always give it away…and get another one later.

It might be just $100 to you, but priceless to a fan.

And that is what everyday performer wants to give their fans above all else – MEMORABLE MOMENTS to be remembered by.

Plus, don’t forget the greatest rapper of all time, Eminem wears a G-Shock too.

So if you’re wearing a G-Shock, you should be proud of it – 15 Grammys, multiple platinum albums, diamond certified singles, ten Billboard number ones, an Oscar and 220 million albums shipped worldwide.

For any other watch, the G-Shock would be too much.

Now that’s cool!

You don’t don’t need to call your financial adviser to confirm if you can get a G-Shock.

It’s just $100.

That makes financial sense too.

Let’s do it together with a G-Shock.

Don’t Let Them Brainwash You

People always use the words “manipulate” and “brainwashing” in negative ways.

But it’s so wrong.

Of course, I’m not trying to argue with y’all, but let me tell you a story.

You see, 2 years ago I got an offer to work with a top 5 Nigerian bank.

I was just done with NYSC 3 months before, recently moved to Lagos, the selection process was crazy but I’d scaled through quite easily.

Didn’t have a background in traditional finance but I planned to do an MBA within 2 years.

Everything was perfect, or at least I thought so. And it looked like my stars had aligned.

But there was a small issue.

You see, just before that job offer came in, I’d been teaching Spanish on the side as a way to get by while waiting for a job.

The first client I had suggested I get a job in sales.

He’s a big time sales manager in one of the biggest wine distribution businesses in Nigeria.

I won’t say I really understood because everything I knew about sales, especially in corporate Nigeria was those bankers with wornout shoes walking under the sun begging people to come bank with them.

Didn’t sound appealing at all.

Just at the beginning of October, my client had to cancel because it was the start of the ember months and it was the season for serious business.

I was in a rut.

My only source of income at the time and I didn’t have a place of my own – I was sleeping around Lagos like an ashewo, fam 😁

As fortune would have it, I stumbled on this tweet.

I said as fortune would have it because my notifications were turned on for Toyin Omotoso.

I jumped on it and he replied, I asked to DM and we booked a date for the first meeting.

Subsequently,  we agreed on 2-3 sessions every week for 2 hours per session.

I’d leave my friends house at Satellite Town on those days we agreed on by 10-11am in order to beat traffic for 4 o’clock meetings in Lekki.

Omo😆

Now, this is where it gets iffy.

You see, something crazy happened during those meetings.

After I was done teaching Toyin Omotoso Spanish, we’d start talking about stuff in general and next thing he’d start talking about sales and marketing, direct response,  copywriting and lots of stuff.

I had no idea I was being brainwashed – in a good way 😆

Because when the job offer from the bank came in, I was in a bus at CMS when my phone buzzed that afternoon, I wasn’t so sure I wanted it anymore.

After our class that day, I told him I’d gotten a job and he was happy for me, congratulated me and all.

But then I told him I wasn’t sure about the job anymore. 🤔

I said I wasn’t sure if it was what I wanted out of life.

He told me to go take the job, and if I didn’t like it, I could leave.

Mind you, there wasn’t any job offer on the table from him.

But that was all I needed to hear to validate my feelings.

After the first day of work, while in the bus on my way back home, I kept asking myself:

“Is this what I’d be doing for the next 2 years? Living like this?”

It was around 11pm when I got to my street, I took out my phone and called 2 people: my good friend KCee who I always bounce ideas off and my mother.

My mother said 12 of the most shocking words I’ve ever heard:

“Whatever you decide to do is fine by me. I support you.”

It felt like a strange load had been lifted from my shoulders.

Made me wish I had dropped out from uni when I wanted to.

Never did because of her.

I knew it would break her heart so I just stayed on.

So this was crazy!

When the girl I used to ride the bus with called me the next day as she didn’t see me around, I made up some flimsy excuse.

I never went back.

I quit after one day.

I went back to teaching Toyin Omotoso Spanish and after each session he took my brainwashing and manipulation programming up a notch.

He’d print out tons of sales letters and give them to me to copy out by hand over the weekend and show it to him at our next meeting.

He’d give me books on sales, marketing and direct response to read.

The stories I was hearing then.

People running direct response campaigns and making millions.

Someone making one million Naira in a day.

From words.

As in the ABC?

You have no idea how things like this rewire your mind & recalibrate your brain.

But fam I kid you not, at some point it felt like pouring water on stone because I was a complete rookie.

I didn’t understand zilch. Nothing. Nada.

Big headed olodo 😑

This week makes it 2 years since then.

The internship program ends in October and the girl I used to ride the bus to work with sent me this message weeks ago.

Did I make the right decision?

Lol, yes I did.

Because hunger wire me like thief between December and January 2020. 😭

But roughly 3 months after I turned that job down, I got an offer to be an apprentice copywriter under Toyin Omotoso’s tutelage.

Now, I’m currently the Digital Content Manager, Chief copywriter and content creator at Expertnaire.

2 years later, I’m in the sphere of Copywriters who are good enough to charge $5,000 per pop.

But job titles, money and growth aside, I’ve had a more peaceful and fulfilled life.

I’ve grown like weeds, my guy.

There’s something CJ Johnson always says on Twitter:

Keep reading those books and listening to podcasts and brainwashing yourself.

I want to add keep taking risks, betting on yourself, manipulating your mind and brainwashing yourself.

Like the title of this article says: Don’t Let Them Brainwash You, instead do the brainwashing yourself.

It’s worth it.

– Uche

PS: If you’d like to be brainwashed too, then you should read this 👇🏿

https://tinyurl.com/f55p2rwy

Why You Should Make It Harder For Them

Apple releases a new phone almost every year, and when they do they increase their prices.

Why?



It’s a marketing tactic not talked about enough.

It’s called FRICTION.

Now lemme explain.

Now, most marketing books you’ve read tell you to reduce FRICTION in the sales process, remove barriers for your customers blablabla

But introducing friction into an idea has always been one of the easiest ways to build a perception of high value, scarcity & exclusivity.

It’s how you build a rabid fanbase.

It’s how women get men who are simps to do everything for them.

By making it hard for him.

It’s the same way Cults tell you to sacrifice who you love most.

When you do this, you show one thing:

You’ve replaced who you love most with the cult.

Which means they’ve achieved a top of mind position in your life, and whatever you’re asked to do next you’re 99% likely to do it without arguing.

It’s the same way we’re prone to hold inaccessible people in higher regard.

It’s why fans go crazy for celebrities.

With their star power, huge security & inaccessibility they’re not just ordinary day to day people.

(Even the 2nd Law of See Finish states that them no fit see you finish if them no dey see you at all).

Have you ever heard of the adage “Good things come to those who wait”?

It’s used to make people value things that come via hardwork, labour & patience.

Because of Apple’s positioning, an iPhone has become a status symbol.

People stay out under sun and blistering cold whenever a new release drops just to get it.

You see someone with an iPhone (in a country like Nigeria) and the first thing that comes to your mind is they’re rich.

Nothing else matters.

Doesn’t matter how they’re dressed or how they look.

A Mac user doesn’t call his Mac a laptop, he calls it a Mac 😁

POSITIONING 👌🏿

But why am I telling you all this?

You see, a course creator/digital product owner who raises the price of his course from N10,000 to N15,000 after a deadline isn’t doing the wrong thing.

If his course is good enough and the offer is crazy, it’s necessary that he introduces friction somewhere along the line.

We preach about making grandfather offers all the time, but sometimes make it harder for everyone to get in.

Those who eventually get in will love you for it.

That’s why people say Apple is a cult.

Maybe it’s true, maybe it’s not.

But I hope this helps you.

– Uche

How Is It Horses Feel No Fear While Charging Into Battle?

If you’ve seen epic movies like Lord Of The Rings, The Last Kingdom, Spartacus etc, you’ll notice something:

How most of their war scenes are men riding horses charging into battle.

Now it’s amazing that these horses know they are charging into their potential death and yet keep going.

Why?

Preprogrammed conditioning.

Before taking them into battle, over a period of time the riders feed these horses, water them, talk to them, rub them etc.

They make them start responding to certain actions.

They talk to them even though they are horses and will surely not understand human language.

But there’s a reason why.

The idea is simple.

And it’s to make the horses comfortable with them.

To make the horses used to them.

To make the horses trust them.

So when they command the horses to charge into battle, they don’t hesitate.

Even at the cost of death.

Because once the horse hesitates or doubts, it’s doom for the rider.

Now think of this when you put out sales messages and run marketing campaigns.

Most of the people who see your promotions for the first time won’t buy.

It happens to me too when I see a great offer.

Instead of buying immediately, I just want to watch.

And it’s not because they don’t need what you’re offering.

It’s not because they don’t believe you.

Sometimes it’s not because they can’t afford it.

Though sometimes it could be because they can’t afford it at the moment.

So what happens when they can afford it and they don’t remember you?

What happens when they make a buying decision and can’t find you or your product?

They’ll spend the money on something else.

This is why it’s important to create what they call a ‘top of mind’ position in your prospect’s head.

When you create a top of mind position, trust is achieved at this point.

Or at least,  they’re willing to try what you’re offering,  even if it’s not immediately.

And once they’re ready to spend their money, it should be you they think of first.

So, how do you do this?

By constantly communicating with them.

Posts, articles, emails, stories, tweets, status updates and all kinds of helpful or engaging content.

You have to be all in their face like acne…just don’t be as annoying as acne.

Make them remember you.

Like John Carlton would say:

The offer is “Who you are”.

It is the biggest part of your USP, and this is where most people screw it up.

You have to be aggressive but not offensive. It is the essence of the Go-To-Guy.

I keep talking about being the Go-To-Guy.

Be that guy your reader needs you to be to trust you enough to take the action you want him to take.

It sounds kind of complex, but it is really not.

If I need my plumbing fixed…my sink has exploded…I need you to be the plumber that is going to show up on time, with a truck that says “Joe’s Plumbing”, with a tool kit.

I don’t need you to show up in a clown costume, with some shuck and jive that you are really a plumber but you are a clown on the side and you just came from a kid’s party or something like that.

I don’t want to hear that stuff. I want you to be that guy, and it really is that basic.

Before you get down to the nuts and bolts of price, delivery system, how soon it is going to arrive, whether it is an ebook or something that you will mail, all that stuff, it is all about who you are.

So, think about you with this offer…who are you?

Who are you in this person’s life?

You have come out of nowhere, you have presented yourself as an intrusion in the guy’s life.

You are at first a distraction and you want to move into some kind of a bonded relationship, some kind of thing where you are now a resource.

The Go-To-Guy is a resource.

It may be that if Scott helps me with my debt consolidation, I may call Scott when I have a legal problem.

And I would say “Scott, I know you are not a lawyer, but do you know a lawyer I could call because I am getting a divorce (or something).

I do that because you are a go-to-guy.

And, of course, the next time I run up my Master Card over the levels I will go back to Scott.”

You need to be the Go To Guy.

And I hope this helps you.

– Uche

How To Enjoy Copywriting, Write Easily And Make The Most Of Your Time & Effort.

Copywriting is hard.

Don’t let anyone lie to you.

All those talk about writing how you talk, communicating simply, using power words, copywriting hacks blablabla

But here’s the ONE way I approach it everyday that makes it easier for me:

If you look at my bio, it says “Swiss Army Knife”

But what exactly is a Swiss Army Knife?

Before I define it for you, lemme give you a background.

You see, I’m what you call a telescopic learner.

Telescopic learners are people who like to know a little about everything, unlike microscopic learners, who know so much about one thing.

I’m a telescopic learner.

It’s why I can easily have conversations about sports, women, music,  red pill, books, history,  government,  current affairs, religion, coding, business, writing etc.

I’m the guy who can conveniently have a 3 hour conversation with someone talking about different things.

Truth is, I don’t know any of these things deeply. I just know enough to carry a conversation.

Secured a half a million Naira contract in my 4th year in University because I could speak coding.

Mind you, I tried to learn how to code for about 2 months in my first year in Uni. Didn’t have a laptop, couldn’t afford it so it never worked out.

I got that contract and I didn’t even know how to code.

But I knew people who could and I got it for them.

I still don’t know how to code.

Got my current job from a client I was teaching Spanish.

But teaching Spanish? How?

I’ve never even left the country as an adult.

The two times I left Nigeria for Cameroon was as a child and a teenager.

But Spanish simply sounded cool at the time and I decided to learn it.

The other helpful thing is I’ve learned how to listen.

It’s a skill you pick up when you listen to a different girl every night vent for close to 4 hours during midnight calls in your teenage years.

So, I mostly just chip in, crack a joke and let them talk while I listen.

“Smartest kid in class, most informed kid in class, sabi boy blablabla”

I’m none of that.

Being a telescopic learner has been how I’ve been able to survive for most of my life.

This is how I’ve mostly survived up till now.

But somewhere along the line,  I noticed if I wanted to thrive,  then I had to go into something microscopically.

And copywriting was one of the first things that challenged my telescopic learning abilities.

The only thing I’ve ever tried to learn microscopically in my life is Copywriting.

So much so that for an entire year in 2020, I didn’t do anything else except studying Copywriting.

But not everyone has the time to do this.

Plus, remember this thread wasn’t supposed to be me talking about myself, but about how you can enjoy the Copywriting process.

Great!

So, how do I enjoy Copywriting?

Well, I approach each new project with the idea of learning something new.

For example,  I found out recently that the bags under your eyes can be measured during a hospital test from a project I just finished working on.

That’s something I never knew before.

But it’s now a cool fact I have in my pocket to pull out during conversations 

I wow my girl every time we talk about health related stuff and I just tell her random things she hasn’t heard before.

If only she knew my health plug is Matt Cook 

Yesterday,  while sourcing for ideas for a client, I wrote a line about Thanos and the Avengers.

The truth is, I’ve never seen Avengers Endgame because I hate sci-fi movies.

But I could pull out that random idea just to illustrate a point.

Last night,  while watching Lord Of The Rings 2 (The Two Towers), I noticed a cool sales and marketing lesson embedded in one of the scenes.

I was up at 1am writing an article on it.

Copywriting has helped me noticed even the most mundane things.

And that’s because I approach every single project with an open mind – to LEARN.

I know I make rookie mistakes every now and then.

I know I might write crap every now and then.

I’ve written copy that was unreadable.

I’ve written copy that has tanked.

But the only thing that makes me wake up every morning with renewed purpose to keep going is that singular possibility – LEARNING SOMETHING NEW.

And I remember I was supposed to tell you what a Swiss Army Knife was at the beginning of this post.

Anyway, Google is your friend 😁

But here’s what a Swiss Army Knife looks like, and what it means.

Cheers,

Uche.

How To Get Testimonials For Your Business…Even If You Haven’t Sold A Single Unit Yet.

In 1923, W. H Murphy of the Protective Garment Corporation of New York asked his associate to shoot him twice in the chest in front of the police.

He was a maker of bulletproof vests & this live demonstration was to convince the police (who he was selling to) his bulletproof vests worked.

Such a strong man!

But what other way could he have convinced a buyer a bulletproof vest worked?

That’s how much testimonials & social proof are important.

We buy things because we see other people buying it or it works for them.

And many people won’t buy from you if there’s no proof your stuff works.

But you don’t have to get shot at to prove how effective your product is 

So, if you run a business, here are 5 ways you can use testimonials even if no one has patronized you:

1. Use It Yourself

Test it out & give feedback.

But don’t also forget you can suffer from owner’s bias. As such, you need a balanced approach when it comes to using it yourself.

2. Give away for free in exchange for feedback.

What are you selling? Give away some of it to your target audience.

Then ask for feedback. Then use this feedback as testimonials

3. Encourage people to talk about you – Church style.

“Did you like it? Can you tell your friends about it?”

Turn them into your evangelists.

4. Call your customers & ask for feedback.

When you’ve started getting some sales, you should call your customers & ask them some of the following questions:

“What was your experience?”

“Did you enjoy it?”

“Do you like it?”

Then ask for permission to use their testimonies on your page.

5. Use case studies.

These can be stories of similar people like the person you’re trying to sell to.

When you do this, you help your prospects identify with your subject’s distress or issues.

You also make them experience the future relief of what it would be like using your product/service.

The power of testimonials lies in social proof.

And majority of people base their buying decision on the strength of other people’s testimonies.

And this is why undeniable testimonials = effortless selling. Don’t sleep on it.

Learn how to use it in your business & watch your sales soar.

I hope this helps you.

– Uche.

If you enjoyed this thread, you should be following me on twitter.com/ucheokorolive because why not? 😁🤷🏿‍♂️

I hope this helps you.

– Uche.

What You Can Learn From Studying New Ads To Help You Get Better At Copywriting.

What do old ads that worked in the past and new ads working in the present have in common?

Simplicity.

But here’s one other thing I noticed too 👇🏿

While copying out this Pitney Bowes Mailstation 2 Ad last week, it struck me.

This ad is simple and goes straight to the point with one major thing: BENEFITS

Weigh It. Print It. Mail It. All-in-one.

The do-it-all digital mailroom.

It tackles the What’s In It For Me (WIIFM) question & tells you from the get-go what this machine is offering you.

Plus, there’s a coupon code right on the front page for you.

I mean, even if you wanted to resist, how many people can easily resist what’s free? 😁🤷🏿‍♂️

Especially when it’s plastered at the front like this 😁🤷🏿‍♂️

At the upper right-hand corner, there’s a postage stamp (PAID).

Look below and you see “An approved licensed partner United States Postal Service”

Just in case you don’t believe 😁

What this does is REDUCE the burden on the customer.

As EVERY ad should do.

“Receive a 60 day free trial & free shipping on your order”

Man, everything about this ad screams OFFER!!!

The offers are so much, you don’t even notice the company’s name 😁

Plus, it’s in small letters.

It tells you to IGNORE us & instead FOCUS on what we’re GIVING you.

Mailstation 2 also sounds like PlayStation 2.

Reminds me of the Poo-Pourri ad where the lady says it has better Amazon ratings than the iPhone 5

An excellent way to piggyback an existing or probably bigger brand.

Chances of stickability? Super High.

Also, look at how the different capabilities are segmented.

This proves people buy a product for different reasons.

Some people might buy this Mailstation because of its weighing capabilities.

Others might buy because of printing, while some others because of mailing.

Also, some people might buy it simply because it’s a great deal & it’s going to help them save money.

Notice how the colour on the SAVE segment is different too.

Eye-catching.

Just in case you’re not convinced by every other thing, it REMINDS you it’s a deal which will save you money.

Human beings love anything which either makes them money or saves them money.

Kaboom! 🙌🏿

The segmentation also helps to highlight each of the capabilities with the use of bullets.

“•Save space”

“•Print postage”

“•Mail & Track”

“•Refill Postage”

If you’re not convinced from bullet 1, then bullet 2 should get you.

Isn’t it why they are called bullets? 😁🙌🏿

They are also highlighted with a darker ink to draw your attention to them.

Smart 👌🏿

Even the website pboffer.com/smallbusiness alludes to the fact this deal is mostly for small businesses.

And how’s it even a lie?

A small business would need an all-in-one mailroom because:

– They either don’t have enough space for all the other machines.

– They don’t have money for all the other machines.

– They probably don’t process enough orders to need all the other machines.

Genius stuff 🙌🏿

Start your 60-day free trial. Hurry, this special offer expires May 31, 2016,” says one thing:

This is a GREAT DEAL & it won’t last forever.

One word: URGENCY

The next section breaks down the offers in easily digestible bites for the customer.

I mean, how is it a good offer if your customers don’t even understand?

$20 in postage coupons every month.

Net cost per month.

Metered mail discount.

Free Shipping.

Offers! Offers!! Offers!!!

This section also shows us how important it is to REPEAT the offers.

Your customers have a lot going through their minds already.

They’ll forget.

So, REPEAT the DAMN OFFER again and again and again.

See how the pronouns YOU/YOUR are used in this section.

It’s always about the customer.

Powerful Words 👌🏿

They also managed to add their social media buttons.

Just in case you decide not to buy, you could follow them on any of the social media channels.

Following them on SM will likely put them in your face all the time.

Chances are sooner or later you’ll buy 😁🙌🏿

If you don’t, at least they can brag about an extra follower on social media 😁🤷🏿‍♂️

Also, Mike Schauer of swiped.co had this to add.

But above all, I think this is a damn good ad.

PS: As I’ve said before, this is my breakdown of this sales letter. I probably missed some things too and you’re free to point them out.

P.P.S: As much as I call myself a copywriter, like other copywriters, I miss some of these things while writing too.

My breakdown of this letter isn’t to tell you how to write or what to do.

It’s simply to reinforce what I’ve been hearing for the last year.

And hopefully get better at this thing of ours.

I hope this helps you.

If this post gets serious engagement, I might be tempted to continue to do this kind of breakdown every week.

So, like, comment and share so other people can learn.

Also, don’t forget to follow me on Twitter.

Go here: twitter.com/ucheokorolive

That’s where I drop other powerful insights in sales and marketing you won’t find here.

If you’re interested in this letter, here’s a link to it: https://swiped.co/file/trial-postcard-pitney-bowes/

5 Sales & Marketing Lessons From Self Made: The Story of Madam CJ Walker.

3 weeks ago, I missed church because I spent the whole of Saturday night & early Sunday morning watching Self Made: The Story of Madam CJ Walker.

I’m not even proud of it.

But if you work in sales & marketing, let me tell you why:

If you’re looking for the secret ingredients for creating a sales message that can singlehandedly turn a small business into a mega success, they are hidden in Self Made: Inspired By The Life of Madam CJ Walker.

Have you seen it?

If you haven’t, here’s what I noticed when I did:

To create a powerful & compelling sales message, above all, you need to:

1. Resonate With Your Audience.

And that’s because people buy what or from who they can relate with.

You need to feel what people feel.

Or at least, show them you feel what they feel with your product.

This is how empathy works.

And you can do this with a background story.

But it’s even more powerful if you can make it a personal story.

This could be yours or through other people’s testimonials.

Madam CJ Walker did this in the middle of a market by gathering all the women around and telling them her story – her hair loss, poverty & travails as a black washerwoman.

Every single black woman in that marketplace could relate.

They were all poor, working hard back-breaking jobs & had little or no time to take care of their hair.

Which meant they were at a high risk of stunted hair growth or worst-case scenario, hair loss.

And this leads to my next point.

2. Address a pain

In Madam CJ Walker’s case, it was hair loss or stunted hair growth.

Yours could be different.

But of course, not every business is a business that addresses a pain or problem.

You could address something else.

But before saying your product doesn’t address any problems, ask yourself, why are noodles so popular?

Because noodles are tasty?

Or because it’s healthy?

Nooooo!!!

It’s because it’s simple, quick & easy to prepare .

A meal that addresses 2 major problems with food:

Time & Cost.

For someone like me, I live alone, & I love cooking.

But the biggest problem I have is time.

What do you think would be my easiest meal of choice?

You got it right!

But in this case, I don’t like noodles 😆

But if I need to, I’ll buy noodles to save myself the emotional hangup of the time & stress involved in making meals.

And then justify it with logic.

As everyone does 😁

But to address your audience’s pain, you do it through one thing: RESEARCH

It’s the gateway to understanding your audience.

This is what helps you speak their language.

Emotions and desires are everything.

And research shows you how to tap into them.

3. Audience

“You can’t be everything to everybody” – J.Cole

To succeed from day one, you have to decide who your core audience is.

And then address the problems they have your product can solve.

For Madam CJ Walker, she segmented her target audience from day one:

3 million Negro women in America.

Which is the truth about every business.

You don’t need to sell to everyone.

If you sell a $1 product to 1 million people, you’ve made a million dollars.

Multiply it to whatever amount you want.

That’s the math.

4. FREE

Discounts.

FREE SHIPPING.

FREE PACKAGING.

FREE CONSULTATION.

FREE whatever.

Just give something away for free.

Especially at the beginning.

Whether it’s information, lesser prices, lead gen, bigger sizes etc, just do it.

Because if you don’t, your competitors would.

And if you do, your customers will feel like they are cheating you.

Let them.

It’s better to feel like they’re cheating you, than for them to feel cheated.

5. Big Idea

I felt this when Madam CJ Walker said “gonna find a way to set me apart.”

And that’s because I remember I was working on a product in January this year when my mentor asked me one simple question:

What’s the big idea? What makes it different from everything in the market already?

I didn’t have an answer for that.

Well, if I didn’t, how was I going to sell the product?

Boom!

Big ideas don’t even have to be revolutionary.

Sometimes, we can craft this from a hidden benefit that comes from using our product.

A common mistake most of us DR marketers & copywriters make is we try to only sell what’s obvious.

We forget hidden benefits and only sell what’s obvious.

We sell the steak and not the sizzle.

We sell the oil and don’t sell the shine.

Craig Clemens did a Twitter thread weeks ago where he talked about the 4 most important areas a product can focus on to make serious money:

Health, wealth, love & status.

STATUS is powerful.

Ask yourself, what would hair loss/stunted hair growth mean to someone?

Or what would it mean to you?

To someone like me who’s made peace with it since my teens, I can’t relate 😁

But to some other guy, it could be the reason they can’t get women.

For some other person, it could be the reason why they aren’t comfortable in public.

Every single one of us has something we are insecure about.

For some, it’s their looks and appearance.

So, when Victor Asemota said, “true wealth comes from constantly creating happiness and extracting value from it.”

I felt it.

One of Coca-Cola’s biggest taglines is Delivering Happiness.

Does your product deliver some form of happiness?

That’s why some people put themselves at risk of plastic surgery.

They were just pursuing happiness.

For some people, hair is happiness.

To some, it’s a bigger ass or boobs.

A bigger wallet or whatever rocks their boat.

When Madam CJ Walker said things like, “Hair is beautiful,” a bald guy like me couldn’t relate 😆

But I’m sure people with beautiful lustrous hair can.

Even other bald people too 😆

For other things like answering objections, the need for endorsements, jumping on opportunity, having faith & resoluteness, the importance of branding & packaging, having deadlines & pushing yourself as an entrepreneur, you should see the movie.

If I start explaining, I’m going to miss church again today 😁

PS: I wrote this article because someone asked for a movie recommendation.

But don’t take my word for it, go see it for yourself on Netflix.

Just be rest assured that as you watch every minute, you’ll discover simple yet advanced psychological tactics for selling that will blow your mind.

Happy Sunday!

I hope this helps you.

Now that you’ve learned all these powerful sales and marketing insights, why don’t you discover more by following me on twitter.com/ucheokorolive

I mean, where else would you see such effective sales & marketing insights out here?

Where else? 😁

Why Studying Old Ads Are Important & How It Helps You Improve Your Copywriting.

If you decide to learn advertising, sales and marketing, you need to study the old guys and what they’ve done.

It’s disingenuous thinking old things have passed away 😁

And here’s why:

After writing out this “Don’t Do It!” ad used sometime around 1860 by hand, I decided to study it and see why it worked.

Niche: Consumer Goods

Headline: DON’T DO IT!

It’s a WARNING SIGN which means it’s attention-grabbing & curiosity laden.

Prospect sees it and asks themselves “I shouldn’t do what?”

The other subconscious question is, “why should I not do it?”

Consequence? Hooked.

Also, as kids aged 5, human beings are used to being told ‘no’ as much as 10 thousand times.

Compared to ‘yes’ a thousand times.

So, the word ‘No’ subconsciously takes them on a trip to their childhood when they were seeking Daddy & Mummy’s favour 😁

So Robert Greene 👌🏿

Don’t Do It uses reverse psychology on the ad reader tapping into a phenomenon called the Forbidden Fruit Syndrome (I coined this 😁).

To explain this, imagine if God had told Adam & Eve to eat only the fruit from the tree in the middle of the Garden of Eden and no other 😁

They would have most likely eaten every other fruit out there and avoided the forbidden one.

And that’s the thing with human beings – they do what you tell them NOT to do.

It’s the reason why ‘illegal’ stuff & banned substances sell like crazy e.g drugs, alcohol, sex etc.

Look at this logo closely, if you’ve seen the movie Compton, you’ll understand.

This is primarily one of the reasons why rap music blew up like crazy.

Forbidden Fruit Syndrome lends itself to our deepest desires as human beings – curiosity.

We want to know.

We want to know why.

Then the lead goes off listing a couple of things you shouldn’t buy.

This does 2 things:

1. It implants authority from the ad owner into the prospect’s head.

It also holds their interest.

Because if you’re telling me I shouldn’t do this, I’ll be waiting for the WHY.

2. It’s also polarizing.

(How dare you tell me what to do? Or what not to do?)

People DON’T LIKE TO BE TOLD WHAT TO DO in an obvious manner.

But they love to be seduced and led.

Now this ad tells them what NOT to do, gets them angry while seducing them into doing what was planned all along by the ad owner – to get them TO DO what he wants.

Genius stuff. 😁👌🏿

In fact, don’t buy anything for yourself or boy until you have seen our stock” breaks down the prospect’s buying decision into easily manageable steps.

Doesn’t tell you to buy anything.

Instead, it puts the decision in your hands – “until you have seen

No commitment required.

The prospect tells themselves “I don’t need to buy anything. I can just go there and feed my eyes.

From feeding their eyes, they essentially start feeding their brains.

And they’re READY to buy at this point.

It just becomes a matter of how the offer is presented.

AND WHY?

There’s a phenomenon called Reticular Activating System (RAS) in your brain.

The way it works is it makes your brain obsessed with incomplete thoughts, curiosity & questions.

You want to get to the root of anything you don’t understand.

Your CURIOSITY

AD OWNER WINS🙌🏿

Because we have anything you wish. The stock is the largest, the styles the best and prices low as can be found anywhere.

Benefits. Benefits. Benefits.

What your prospect looks out for any time they see a sales & marketing material.

People are inherently selfish.

Know this

And to round it off.

George Muse Clothing COMPANY gives a vibe of authority & establishment.

Doesn’t matter if it’s a small shop or a face-me-I-face-you.

The prospect will have to confirm.

But that’s until when they get there 😁

TARGET ACQUIRED.

Mission Accomplished.

The first step in any online sales process is to get your prospects to CLICK.

Once you do your job to get them to click, the buying decision is cut by half.

This is what they do here.

Get the prospect to our store first, we’ll handle it from here.

Brilliant 🙌🏿

PS: As I’ve said before, this is my breakdown of this sales letter. I probably missed some things too and you’re free to point them out.

P.P.S: As much as I call myself a copywriter, like other copywriters, I miss some of these things while writing too.

My breakdown of this letter isn’t to tell you how to write or what to do.

It’s simply to reinforce what I’ve been hearing for the last year.

And hopefully get better at this thing of ours.

I hope this helps you.

If this post gets serious engagement, I might be tempted to do this kind of breakdown every week.

So, like, comment and share so other people can learn.

Also, don’t forget to follow me on Twitter.

Go here: twitter.com/ucheokorolive

That’s where I drop other powerful insights in sales and marketing you won’t find here.

If you’re interested in this letter, here’s a link to it: https://swiped.co/file/dont-buy-ads-1860-1880s/

Do You Want To Write Better Leads? Then Let This Guide You

Takes 5-7 seconds to grab your prospect’s attention & get them to read your sales message.

This’s why how you write your leads is important.

If you dunno, a lead is the first 5-15 sentences, 300 words, 30 seconds or few pages of your message.

Here are 8 ways to do them better

1. Start with a story

People love stories.

But people are moved to buy by great stories.

You don’t know how to structure a story?

Study grass to grace stories.

Study The Hero’s Journey storytelling style.

Use them in a way that applies to what you’re selling.

Also, don’t forget people are moved by 3 types of people:

A champion.

A master.

An underdog.

Choose one character, create a story around them and exploit the hell out of it.

2. Give a compelling promise or promise a reward EARLY that what the readers are about to read/watch is worth their time.

E.g

“Ensure to read every word of this letter…”

Or

“Watch this video to the very end because what I’m about to show you is the secret that will…”

Another alternate ending is:

“…and what you’ll discover will be the…”

(And then you include your promise)

But learn how to vary it by trying different versions.

Don’t say something like “this is the best thing you’ve read or you’re going to read” if you can’t back it up.

It’s cliche and empty nowadays because people have seen or read so many promises like that that failed them.

Don’t burn yourself too.

3. If you don’t/can’t give a direct promise (due to whatever reason), then at least allude to it.

But understand some people might miss this.

Because all your prospects won’t be on the same level of understanding and sophistication.

As proven to be a norm, assumption is dangerous and the mother of all fuck ups.

So, as always, it’s better to be simple and break it down for them.

4. Lead with benefits before risk.

Every buying decision is weighed on the scale of benefits vs risk.

Every time a prospect sees an opportunity, they subconsciously ask themselves, “What’s in it for me?”

You give them reasons to buy from you when you show them the benefits.

And how these benefits outweigh the risks of not getting it.

5. Tackle a pain point or problem early on.

E.g

“Weight Loss doesn’t have to be a do or die affair like most weight-loss experts would make you believe.”

6. Ask an opening question.

E.g

Have you been struggling with making sales with your e-commerce store? So, what if I could show you a way you can turn it around in less than 4 weeks?”

But ensure this question is relevant & important. Not the usual cliche ones.

Also, it must point to the results or benefits they’d get from you or your product/service.

7. Use a baiting strategy.

E.g

“Before I go any further I need you to promise you’d watch this 70 seconds video to the end. Because only then will you…”

(And then your promise)

8. Build credibility early

You do this by introducing yourself and giving them reasons to continue reading or listening to or watching you.

This is where your qualifications, achievements, experience etc come in.

PS: You don’t have to lie or use conflated figures or unnecessary titles & buzzwords like 6-figure copywriter, leading expert/authority, 9-figure salesman if you’re not.

They are still people who’ll buy from you because you’re relatable or closer to the level that they are at.

I hope this helps you.

– Uche

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