A couple of weeks back a friend of mine sent me goodwill message on ye olde facebook.
He was doing some affiliate marketing for a rather interesing product. Nothing I’d personally use but it seemed legit. He just wanted me to know the product was there in case I, or anyone I knew needed it.
However, the VSL he prepared for it rubbed off on me the wrong way…
Nothing which can’t be fixed though.
The main gripe I had with it was how the VSL tried selling to every possible customer the product could help. Intead of focusing on one.
This doesn’t work.
Reason why is because trying to sell to everyone dilutes the sales message too much for it to have maximum powah.
This is the basis of my “rifle” vs “shotgun” copywriting argument
For starters in the case of trying to shotgun blast your sales message to every single potential customer, the pitch is severely weakened.
You would only grip a customer’s attention span only when you are talking about his problems. And giving them a solution.
Only to lose his attention once you start talking about the other customer problems and try pitching the product as a solution.
All in the same ad.
This gives the either customer plenty of chances to stop watching or reading the ad because they’re not interested. And even if they do finish going through the pitch they’re probably confused at the end by the lack of focus.
You see, you can have the ultimate product which does everything… from mowing your lawn to cooking dinner. And it would even walk your dog and make up an excuse for the lipstick on your collar. However trying to focus on all the features all in one pitch hoping to rope in as many buyers as possible would just make it far too confusing for the prospect to follow.
As much as you’d like to swoop in and save everyone with your product.
And if you tried you’d only end up saving nobody.
However, if you want to focus on making sure your product does help your customers by making sure it sells to a specific group of them for maximum effect, then you can team up with me for laser targeted copy.
Hit me up over at:
And let’s boogie.
Till the next wave of madness…