Yesterday, I sent an email that I modeled on an old business opportunity ad. The results so far:
61 responses, many from people who are surprisingly qualified and serious about the offer.
My personal suspicion is that I got 2x-3x the response I would have gotten had I simply written yesterday’s email in my usual way, by sitting down and improvising and “doing my best.”
Dan Kennedy, in his Opportunity Concepts seminar, which I promoted a couple weeks ago, says that the 1st step of changing the positioning and presentation of your offer to counter the incredible amount of resistance in your prospect’s mind is simply to add HYPE!!!
Hype gets a bad rap.
Hypey ads are often held up as tasteless, manipulative, and outdated, in contrast to honest, authentic, and helpful marketing that many modern gurus try to peddle.
To that I just shrug and say, YOU DON’T GET IT.
Hype is at its core is not about putting in a ton of exclamation points or astonishing/mouthwatering/jaw-dropping adjectives.
Instead, hype at its core is simply copy that focuses as little as possible on you and your product, which ultimately nobody wants… and instead focuses as much as possible on your prospect and his sorry situation today… and beyond that, on the shiny, happy, rich outcome your prospect would gladly be living tomorrow.
Who knows.
Maybe one day I will put on a workshop called HYPE!!! Maybe it will be all about converting your existing honest, authentic, and ineffective copy to be more opportunity-minded, more prospect-oriented, and more response-getting, the way I did with my email yesterday.
Meanwhile, if you’re curious to see the old-timey ad I modeled in my email yesterday (the ad ran almost 100 years ago, and ran for years), you can check it out here:
https://www.skool.com/daily-email-house/theres-a-reason-why-old-ads-work