Goldmine Marketing

Tag: benefits

  • Sell ‘Em What They Want Already

    2:22pm
    East of the Mississippi


    We’re getting a break from the cold here in Saint Paul.

    It’s 36° outside!

    I was working on a landing page and my client kept asking me to clarify that only part of the offer was an easy-to-use “framework” –– a desirable aspect of this offer –– and that other parts of the offer weren’t a “framework” at all, but instead dealt with data and functional changes.

    Which, sure.

    But copywriting isn’t content writing!

    The goal of sales copy is to build up excitement, or anger, or fear, or some emotion about the current situation…

    And then to tie that into a changed emotion or other benefit that will only happen as a result of the purchase.

    If we spend all our time explaining the nuts and bolts of what the person will actually be doing –– in the name of transparency –– it begins to sound like a lot of work…

    And who wants to choose more work?

    Now, deep down, you and I and everyone knows that change and improvement does take work (or at least cash).

    But we can’t build up hope with technical details.

    There’s a difference between “See it sparkle!” and “It sparkles. Sometimes. When the light is right.“

    We can’t hope to make a sale when we say, “imagine how your friends will feel when they see you“…

    …and end that sentence with “putting in extra hours to make this work out.“

    Gotta sell the hope that tomorrow’s gonna sparkle.

    Sell your buyer what he wants.

    Deliver that.

    But also deliver what he really needs.

    Love you,

    Jeffrey

    PS. Might you know Judd Apatow’s email? The one I tried bounced.

  • Bigly 💔

    11:47am
    Saint Paul

    Longtime readers of this website may know how it got its start back in 2016:

    Reading and summarizing the lessons found in the books from Scott Adam’s “Persuasion Reading List.”

    And while I didn’t summarize all of the books –– persuasive copywriting became my main focus –– I did write up a good number of the books on his list (and I read others that I didn’t summarize).

    Well, if you haven’t heard, Scott Adams died from cancer yesterday at age 68.

    Scott, through his blog and livestreams, changed the way I saw the world in profound ways.

    (more…)

  • What’s the benefit here?

    2:28pm
    Saint Paul

    I assembled a web ad today, from the client’s provided copy.

    It starts out, “Want to do more in 2025?”

    Not exactly, I whispered.

    What’s the benefit? The big idea? The hook?

    (more…)

  • Small change to your pop-up = Big impact.

    12:24pm
    Saint Paul

    Most people hate marketing… unless it’s something they’re interested in.

    Then—when it’s done right—it’s not marketing.

    It’s useful.

    And without a doubt, one of the most annoying methods of digital marketing is the Pop-Up.

    You know what I mean. You’re on a web page, engaging with the content, when suddenly there’s something blocking your view.

    Infuriating, right?

    Well, marketers hate them too.

    Except that… they work.

    (more…)

  • Give Me One Reason!

    9:46am Tuesday

    This morning I read a Sweepstakes Letter from the Publishers Clearing House.

    With a no-obligation entry I have a chance at winning $7,000 per week for life.

    That’s a lot of money!

    The letter spent no time trying to be clever or discussing something that couldn’t tie into the benefits of their promotion.

    To Persuade, You Have To Enter Their World

    Do you remember most brands behind your favorite commercials?

    (more…)

  • Persuasion Articles of the Week

    Maths! Photo "Amherst63-012" by NealeA, Flickr, CC-By-2.0
    Maths! Photo “Amherst63-012” by NealeA, Flickr, CC-By-2.0

    #science #benefits #identity #sales #ego #religion

    (more…)

  • This German restaurant advert could be so much… besser

    5:24am

    Saint Paul, MN

     

    Yesterday I mentioned that burger joint’s weaksauce newspaper ad. It could be so much better.

    Well it’s pretty early, but I had it on the brain all last night. I thought I’d write some more about the advert.

    (more…)

  • Advice from a World-Renowned Copywriter (Robert Collier Letter Book, Part 1)

    I’m sitting at the dining room table, hand writing some of the sales letters from the Robert Collier Letter Book while my licorice tea cools off.

    Robert Collier Letter Book, 6th Edition, with the library punch card
    Robert Collier Letter Book, 6th Edition, with the library punch card

    Collier was a direct mail writer, successfully selling all kinds of products during his career, including jewelry, tires, books, and clothing.

    Hand writing successful sales letters like these helps to slow down and focus your brain, while (more…)

  • What is your Cash really worth? The Law of Diminishing Returns

    We’ve all been asked to donate to our favorite causes.

    School events, charities, public radio, and politicians have all asked for our cash. They each promise the biggest bang for our buck.

    Politicians ask for small donations not because it makes a large difference, but because you'll remain consistant. Image "Bernie Sanders - Caricature" by DonkeyHotey, Flickr, CC-By-2.0
    Politicians ask for small donations not because it makes a large difference, but because you’ll remain consistent. Image “Bernie Sanders – Caricature” by DonkeyHotey, Flickr, CC-By-2.0

    How about you, have you donated small amounts of cash to any politicians? (more…)

  • I Smell a Rat! The Prisoner’s Dilemma

    Did you know the original Universities were designed as Prisons to keep unruly young men caged up while their hormones drove risky behavior that threatened the local social harmony?

    Rather than allow young people to take risks that help them to grow and experience life, we continue to indoctrinate them with social rules to help keep the order.

    The risks available to busy students are far less violent than what may be the alternatives.

    I don’t remember everything from University. There certainly weren’t a lot of dangerous risks in the small town where I studied.

    Dorm life was a party — and we could smoke indoors! A “career” after graduation seemed a lifetime away. Econ 101 taught me the benefits of Free Trade.

    I hated this class! Photo "Amherst63-012" by NealeA, Flickr, CC-By-2.0
    I loved this class! Photo “Amherst63-012” by NealeA, Flickr, CC-By-2.0

    And while I learned a lot I’m sure, there is plenty that I didn’t learn.

    Maybe you, too?

    •We didn’t learn how to start a business in university — the mindset of an entrepreneur.

    •We didn’t learn how to create and maintain a budget — the mindset of habit.

    •We didn’t learn to negotiate — the mindset of persuasion.

    This is the reason I’ve started PersuasionReadingList.com — to learn what I should know to understand what moves the human mind, and to share these concepts of influence with you. (more…)