I have a damn good copywriting tip for you today from the late Gary Halbert. One you should beat into your head with a pipe wrench. Here’s the scoop:
I love hamburgers.
They’re like the perfect gift from nature. A blend of meat, grain and vegetable in a single serving ( I stole that from Metal Gear Solid ). Now, the funny thing about burgers is how even the most basic of burgers will sell if it’s “reasonably edible”.
Heck, you have makeshift burger stands on street corners where the guy just slaps a cheap slab of meat onto the bun and hands it to you yet you’ll be too busy trying to stuff your face to realise the guy handing the burger to you doesn’t even have a license to operate and hasn’t washed his hands…
Yet the most mind boggling thing is, people will STILL line up to buy these burgers if they’re hungry.
While adding vegetables and condiments will enhance the taste those additions are not the key selling points. The burger will still sell without the extras provided your customers are hungry.
Now, this analogy is exactly how a market operates.
The great Gary of Halbert once said if he wanted to open a burger joint the first thing he’d look for is a “starving crowd”. Not a superior burger, not a fancy location.
But a starving crowd ready to eat whatever he tossed at them.
He always emphasized the market and the offer before the copy. In fact, most direct marketers actually say the copy is about 10% of the equation ( don’t quote me on that ).
Like I always say, not even copy written by the hand of Zeuss can sell a smokin’ lump of dog-shit to a group of habitual clean freaks.
Going full circle into my initial burger analogy, it’s just like how a starving crowd will buy even the most basic of burgers. The extras are just going to help multiply the sales but that’s only if the market wants to eat burgers in the first place.
That’s all for today.
…Till the next wave of madness… Vae Victis…
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