Just the other day on the news someone broke into a burning house to save a dog from the inferno. Brave fellow, I gotta say.
However, there was only one problem.
You see, the house wasn’t even on fire.
Apparently the unlucky bastard tripped on acid and hallucinated the fire. The guy thought the dog was in danger and broke into someone else’s property to save the dog from a made-up blaze.
I’ll be honest, although I have nothing against LSD I did find this story hilarious.
And as much as I wish I was making this up, I’m not. Yet the strange part is, this happens in copy more often than you think.
You have ads trying to sell products by fixing problems nobody has.
And as you sadly might have guessed, the ads almost never work.
It’s almost as if these ads are high on acid, trying to save the customers from a problem they don’t have… after barging into their lives and nagging for their attention like a creepy little puppy.
At one end of the attention spectrum, the prospects don’t care and ignore the ad.
And on the other ad the prospects are so pissed off by the ad yet they still ignore it.
This can all be avoided through careful research of both the market and the product to make sure no stone is left unturned in finding the one problem irritating your prospects like a knife sticking out of their backs.
Now, I’ve spent a long time perfecting my market and product research workflow to make sure my copy is drug free when I’m done writing it.
This is the kind of research I carry out for all sales copy and emails I write.
If you want to tap into my market research skillz, then contact me at:
Let’s give your market a marketing message they’ll never forget ( for all the good reasons, of course )
Till the next wave of madness…