Direct Marketing Predictions

The future of break-em-down selling?

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Imagine tomorrow you see an ad for a magical job opportunity:

“$6k a month, only requiring 3-4 hours of work every week.”

The job is with a new video game company. The work is easy. You can do it successfully as long as you have the digital skills of somebody born after 1980.

Plus you can work whenever you like, wherever you like, as much or as little as you like. All you need is your phone. And if you want to work more and make as much as $10k or $15k a month, that’s fine too.

There will be a presentation, the ad tells you, at the local Cheesecake Factory this Friday. Anybody interested can get all the info there.

So on Friday, you show up to the Cheesecake Factory, both hopeful and cautious.

“What’s the worst that can happen,” you tell yourself. “If it’s some sort of scam, I’ll just up and leave. But if it’s for real, it could be life-changing.”

A dozen other people are there with you. Soon enough the presenter arrives. He chats to everyone for a few minutes. Funny enough, it turns out his sister went to the same college you went to.

“But it’s too noisy here,” the guy announces. “We’ll actually go to go to a different location where the presentation will be held.”

So you all load onto a bus. And that’s when the ride really gets going.

If you’re wondering why I’m painting this picture, it’s because situations like this happen for real. Bob Cialdini once told his own personal experience of it.

He got on the bus. And he and the others interested in the opportunity got taken from one town… to another… and back. It took many hours, and they never got a chance to up and leave until it was over.

To help them make the right decision, the bus was covered with inspirational posters. Eye of the Tiger kept playing over and over. Meanwhile, the presenter pitched the amazingness of his pyramid scheme, while the bus bounced and rumbled along the highway at 55 mph.

Result:

Except for Cialdini, who had a little bit of self-defense thanks to his knowledge of persuasion techniques, everybody else signed on for the pyramid scheme.

My point is that a controlled, live selling environment, particularly one that lasts for hours or days, and one where you can’t leave… well… it can sell anything.

So if you are looking to get rich in the pyramid scheme business, it’s time to invest in a bus.

But what if you’re not selling pyramid schemes? And what if you do your business online?

It might seem hopeless. How can you control people’s environment… how can you keep them from leaving… how can you break them down… unless you can physically isolate them?

It might seem hopeless. But social factors are working in your favor. And I’m not even talking about the corona lockdowns, though those certainly help.

The real thing is we all carry our own Eye-Of-The-Tiger bus in our pockets these days. We allow it to create a completely controlled and engrossing environment for us. We take it with us wherever we go, even to small, isolated spaces like the toilet.

And in case you think I’m trying to make a joke, I’m not.

For the past year or so, I’ve been watching Ben Settle promote his build-your-own-mobile-marketing-app business.

I thought it’s stupid. Because I myself refuse to install anything on my phone except Google Maps and this thing that helps you identify trees. And even those have all the notifications turned off.

But I will eventually break down. That’s how the world is moving.

So if you are looking to get rich in any business, it might be time to invest in a mobile app. One with lots of notifications and an inspirational poster background. If I’m right, this is the future of break-em-down selling… and it can help you sell anything.

Meanwhile, the best you can do is get people onto your email newsletter. I’ve got one here. It’s not the same as a bus… so I have to compensate by being entertaining and informative.

“Huge Hack if YOU Sell 5k-250k products or programs”

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Two months ago, in a private Facebook group, I saw a post by a well-known real estate investing guru:

Huge Hack if YOU Sell 5k-250k products or programs.
We found a LEGIT funding company that will finance your customers.
VERY Easy qualifications:
620 credit score
40k in income
They will pay you 100% up front of what ever you charge, and the customers payments to them will be fractional to anything they pay you!
We have literally 3 folded our income with them overnight.

The guru was offering to make an introduction to the company, and he didn’t reveal their name. In fact, I still don’t know.

But just yesterday, I saw that Flippa (the online business marketplace) has partnered with a company called Yardline.

So now, if you’re looking to buy an online business through Flippa, assuming you can jump through a few hoops, then you can get 250k from Yardline to finance your purchase.

I’m not sure what kinds of terms Yardline offers.

​​All I can say is that if I were looking to buy a business, I’d look for investment partners directly, rather than going through a company like this.

On the other hand, if you do sell a high-ticket offer, and you target people for whom that much money is an issue, then Yardline and similar companies might be something to look into.

​​If I’m reading the Facebook post above correctly, it sounds like an easy way to grow your income without changing your offer, your marketing, or really anything else inside your company.

Plus I think this is jut a bit of curious industry news. Because a few days ago, I speculated whether the direct response industry is at a “Netflix moment.” In other words, if we’re at a kind of tipping point, where things go mainstream.

I don’t think the emergence of companies like Yardline is any kind of hard proof of this. But it is another data point for you to consider… when you think about which direction you want to take your own career or business.

And if you want more direct marketing industry news and predictions:

I write a daily email newsletter. You can sign up for it here.

This blog does not exist

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Or rather, this blog might not exist very much longer.

Perhaps you’ve seen the trend online. Websites with names like thiscatdoesnotexist.com… thispersondoesnotexist.com.

You go there and see a photograph of a cat or a woman. Who does not exist. Who was conjured up, in pixel-perfect lifelike detail, by some kind of computer jiggery-pokery. When you refresh the page, the computer mind creates another fake cat or fake woman for you to be confused by.

Well today, I saw more progress in this direction, thismusicvideodoesnotexist.com. It’s just what it sounds like. The music is generated by computer. So is the video. And it’s watchable, much more watchable than a lot of shit made by humans.

As you probably know, there’s been a surge in AI copywriting tools over the past year or two. Some industry insiders look at these new tools and say, “Hahaha, never-ever will this work.”

I’m not so sure. But I’m even less sure it will matter one way or another.

I had this idea a while ago, a science-ficition scenario. Artificial intelligence gets good enough to generate content — TV shows, music, books.

But good enough for what?

Good enough for each of us. Each of us gets a custom stream of entertainment, based on our previous preferences… based on how our eyes dilate… based on whether we keep watching.

Each of us is served with the perfect content, just for us, just for that moment. Familiar enough… with the right amount of surprise to keep us fascinated and perfectly pleased.

In my sci-fi scenario, you won’t be able to communicate your interests to anyone else. Nobody else will share your tastes so exactly. Why would anyone listen to your perfect song or watch your perfect movie… when he has his own perfect song and movie available, without even a click of a button, just served up, non-stop, 24/7?

Anyways, that’s the future I’m thinking of. And with this video site, it seems like it’s on its way. When it arrives, we will have bigger social problems than a lack of work for copywriters.

Fortunately, we are still not there yet.

That means you can still talk to your friends about a great movie you saw, and that they might like. And you can still make money persuading people to buy stuff that they didn’t know they wanted five minutes ago.

Speaking of which, and motivated by my post from yesterday:

I’d like to point you to a little book I wrote on the topic of copywriting. It collects 10 lessons from 10 of the most successful people to ever put shocking secret to paper.

It’s not a big book… but at least it exists. For now. To find out more about it:

https://bejakovic.com/10commandments

My prediction about the future of direct response hits

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“The next Tesla may even hire creators to evangelize the company or at least, serve as a paid marketing channel. Creators are essentially media companies now, which means that the creators of tomorrow will operate a lot like the New York based publications of yesteryear.”
— David Perell

My email yesterday looked at some fancy science, and made a simple point:

A hit product is the result of chance. The first few raindrops of popularity determine which spots in the product landscape become lakes, and which ones deserts.

I think this leads to a few conclusions. One is that, just because a product (or an offer) was successful before, this doesn’t necessarily mean it is worth studying. It might have become successful due to chance more than any intrinsic quality or real demand. And vice versa. You clearly cannot count on the quality of your product as your only key to success.

So what can we do about this?

One option is simply to put out lots more offers. This will increase your chances of getting at least one big hit.

And then there’s the fact that early buzz seems to be crucial to long-term success. Which to me suggests that street teams.. astroturfing… or influencer marketing are really where much of your marketing efforts should go.

And that’s what David Perell is saying in the quote above. Media-savvy businessmen like Elon Musk are already using creators as their main marketing channel. And the “next Tesla” will probably do more of the same.

But hold on a second. Tesla? That’s a whole other country from the direct response businesses I normally talk about.

After all, if some guy in 1995 got a sales letter from Gary Halbert about a book on killer orgasms… he probably didn’t go down to the local bar to ask his buddies if they knew anything about this orgasms book, and if it’s worth the $39.95 Halbert was charging for it.

In other words, people chose traditional direct response offers in a more independent way than they choose cars or movies.

But as I’ve written before, I feel that’s changing. In the same way that traditional brand businesses are becoming more direct response savvy… traditional direct response businesses are discovering the power of having a brand. So the same reality of what makes a big hit matters for modern DR businesses too.

The way I see it, that means you’ve got two options:

One is to become a creator yourself, because businesses will need you more and more.

The other is to hire creators or influencers to promote your offers, so you can create enough initial buzz to make it a hit.

That raises the question of who to hire and when and what they should say… All interesting questions. I’ll talk about that another day. And if by some strange circumstance you want to hear what I have to say then, you can subscribe to my email newsletter.

The coming brand marketing rapture

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When I first found out about direct response marketing, I felt enlightened.

I’d chuckle when I saw businesses trying to impress with their branding. “Where are the benefits?” I’d ask. “Tell me what’s in it for me!”

I’d shake my head. They obviously hadn’t A/B tested their message.

A big eye-opener came a year or so later (I was still very much a newb). I got sucked in by an ad to plop down $5 for a free + shipping offer:

Frank Kern’s book Convert.

In Convert, Frank revealed the secret to his massive success in Internet marketing. It was precisely that he created a brand around himself… rather than selling nameless benefit-based offers.

So this was brand marketing and direct response marketing… melded together.

Interesting.

And it keeps getting more interesting still.

Because in the past week, I’ve seen two successful direct marketers (Brian Kurtz and Ben Settle) say some pretty apocalyptic stuff. They admitted they don’t track much of what they do… and that, while their marketing should always “pay,” the currency doesn’t have to be sales, clicks, or opens.

In other words, these two masters of direct response seem to be dropping their bread-and-butter… and getting back into the horrible, laughable, ineffective world of brand marketing.

I think more direct response businesses will be making this switch in the years to come.

One reason is that people like Brian and Ben prove it’s possible. Both of them make good money. And they make it seem enjoyable.

But there’s more.

Because in a connected world full of free ways to reach your prospects, it’s hard to know what really created the sale. Was it your slick sales letter? Or was it when the prospect heard you interviewed by his favorite trusted authority?

A big business like Agora can handle both branding and direct response. But many businesses can only do so much. And I suspect some direct response outfits will find their time is better spent creating great offers and making those podcast rounds… rather than tweaking their copy and optimizing their funnels.

And like I said, it might be more enjoyable. Because direct response marketing can get pretty obnoxious, and even bad for your own mental health. I’ll reveal the shocking truth about that is in just a moment, but first…

Let me make it clear I’m not predicting the end of direct response. There will still be straight-up DR businesses… and there will be demand for direct response copywriters.

But I prophesy there will be a rapture. For every two direct response businesses in the field… the one will stay as is… the other will be taken up into brand marketing heaven. And maybe, if you start to prepare now, that business can be yours — assuming that’s what you want.

That’s what I’m trying to do. And that’s why I’m writing posts like this, day after day, for over two years now. They haven’t paid off yet… but maybe they will.

Anyways, if you want to sign up to get my posts by email each day, click here and subscribe to my newsletter.

The trend for the best modern copywriters

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Hidden Nazi treasure — that’s the gist of a video that’s been circulating around the Internet for the past few months.

​​The video starts off with footage of WWII personalities and tells you about a German-Jewish scientist and doctor, whose research was so valuable that he got a personal hall pass, signed by Adolf Hitler himself, to keep working in Nazi Germany.

If you take a look at this video and you squint just right, you can convince yourself you are watching the History Channel or perhaps a roided up version of a BBC documentary. Of course, that’s not what this video is. Instead, it’s a VSL for an Agora health newsletter.

Here’s a second example to illustrate the point I want to make. It also comes from an Agora imprint, Banyan Hill. It’s a short 3-minute video, and it’s like nothing you’ve ever seen before.

Well, unless you’ve ever seen that viral Purple Mattress video. Or the viral video for Squatty Potty. Or the viral video for Poo-Pouri.

In other words, this Agora imprint hired the Harmon Brothers ad agency (which did all the videos I just mentioned). And the result is an ironic, self-referential, Will Ferrell-inspired ad for a stock picking service.

Will it work to get new customers for Agora?

I don’t know. But the trend is clear in both the Nazi treasure video and the Harmon Bros video. And the trend is that, even for hardcore direct response businesses who sell to cold traffic, entertaining is becoming more important than big promises. In the words of Kevin Rogers of Copy Chief:

“‘Aggressive persuasion’ is dying with the Boomers, but Big Tech will kill you for it first. The best modern copywriters spend more time studying Quentin Tarantino than they do Claude Hopkins.”

Here’s some un-aggressive persuasion:

I write a daily email newsletter. If you would like some entertainment and maybe even useful copywriting knowledge, click here to sign up.

The Son of 4-Hour Work Week

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“There is an inverse relationship between the value of knowledge and what people are willing to pay for it. The most important things in life you’ve probably heard a hundred times before, but you’re not paying attention. When you’re in the right place and you hear it, you have that ‘aha’ moment and everything changes.”
— Mark Ford

In 2007, Tim Ferris published The 4-Hour Work Week.

The book had great kairos. It hit the New York Times Best Seller list, stayed there for four years, and sold over 2 million copies.

And it wasn’t just 4HWW. Around the same time, lots of marketers were telling you how to make good money online by building lots of tiny niche websites… or publishing dozens of crappy ebooks… or in general making some hit-and-run cash grab.

I’m sure you can still find these kinds of offers floating around the Internet. But my feeling is — and I could be wrong — that the zeitgeist has changed.

For a while now, the pendulum has swung in the other direction.

That’s the direction of building a real business, a personal brand, of creating an asset. Like Rich Schefren said recently (I’m paraphrasing):

“Why would you want to have a job that you hate so much you only do it for four hours a week? Why not build a business that you love to work in every day?”

The thing is, markets get saturated. People get bored of hearing the same message, even if it is completely on-the-money.

And my suspicion is, right now, the pendulum of “Build a sustainable business” is at its peak.

I hallucinate the pendulum will come swinging down soon. People will again be ready to hear the message that you can make passive income, and that money-getting can be reduced to an occasional unpleasant chore, much like going to the dentist.

That’s just my prediction. I’m sharing with you for two reasons:

1. If you haven’t been able to buy into the “Build a business you love” mantra, and you feel guilty about it (as I do), then better times might be ahead.

2. Like I said, it’s been over 10 years since The 4-Hour Work Week was published. Since then, there hasn’t been any money-making book that’s hit the mainstream and had the same impact.

In other words, there might be an opportunity here. If you get going on writing something right now, you might have it ready just as the world starts to emerge from its current months-long delirium. ​​

​​You might even become the next Tim Ferriss. ​​Only trouble is, much like Tim Ferriss, you’ll have to work much more than four hours a week to get there.

In other news, I have an email newsletter where I write about marketing and copywriting. Topics like what you just read. So if you want a regular daily diet of such essays, here’s where to go.

How to avoid disappointing readers and burning yourself with “secrets”

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If you go on Amazon right now and look at the top 15 bestsellers in the Internet Marketing category, you will see a curious thing:

6 of those 15 books have a title of the form “[Topic] Secrets.” So there’s Traffic Secrets, YouTube Secrets, Instagram Secrets, plus three others.

Obviously, “secret” is a powerful word in direct marketing. It goes back to Robert Collier at least, who published a book called The Secret of the Ages back in 1926.

In the decades since, you had Gary Halbert with his sequence of “amazing secret” ads… Boardroom’s collection of “secrets” books… and today, Agora’s newest imprint in the IM space, which has a newsletter called Daily Insider Secrets.

Like I said, secrets obviously sell. Then and now.

And yet, I’m writing this email to warn you about “secrets.”

For one thing, “secrets” can make you sound like everybody else. 6 out of 15, remember?

For another, “secrets” might attract the wrong kinds of buyers. They might also put the right kinds of buyers into the wrong frame of mind.

For a third thing, and most important, relying on words like “secrets” can allow you to coast instead of coming up with better content. For example, here are some of the secrets from one of those Amazon best-sellers:

“Secret #1: What is copywriting?”
“Secret #13: It’s all about them — never about you”
“Secret #31: Polish your sales copy”

I don’t know how chipper you would have to be to avoid getting down in the mouth when this treasure chest of secrets is opened up.

But what’s the problem? The book is a best-seller, right?

In my experience, being on an Amazon best-seller list doesn’t mean much. But even if this book were a legit best seller, putting out generic content and calling it a secret leaves you wide open to competition. Your only defense is this thin mist of curiosity, which can dissipate in a moment.

Maybe I’m digging myself into a moralizing hole. So let me finish up by telling you what I tell myself, because it might resonate:

Put in a bit of extra work to come up with unique content and a unique perspective. Once you’ve got that, if it warrants being called a “secret,” then sear that on its rump and let it run.

But odds are, once you’ve done that bit of extra work, you’ll come up with a better, more interesting title or headline for your content. Maybe you’ll even start a new naming trend. One which half a dozen Amazon best-sellers will copy for years to come.

By the way, I’ve also got a daily email newsletter. It’s called John Bejakovic’s Newsletter of Secrets. You don’t have to sign up. But if you want to read all the secrets inside, here’s where to go.

An imminent prediction about a 10x opportunity that solves an urgent problem

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A few days ago, I was chatting to a friend. She said she’s got “thanatophobia.” I looked it up. It means a fear of death.

Then today, I was reading through YouTube comments. “If you don’t like the sound of people whistling,” wrote one of the commenters, “you’ve probably got misophonia.”

I looked that up, too. It’s when a sound irritates you more than it should.

Here’s a third affliction I only just found out about:

Cyberchondria. That’s the condition when you latch on to a newfangled term, found on the Internet, which gives a Greek name to symptoms of being alive.

But let’s change tack for a second.

A while back, copywriter Roy Furr wrote that there are only three types of big ideas for sales letters:

1. Solve an urgent problem
2. Present a 10x opportunity
3. Make an imminent prediction

So let me make an imminent prediction for you:

Rates of cyberchondria will rise dramatically over the next year. Society will become more atomized, isolated, and socially distanced. People will suffer as a result. And they will want answers.

So if you want a 10x opportunity, simply keep an eye out. New terms will pop up to describe bad feelings you’ve sensed but never articulated. These new terms — and the urgent problems behind them — could be your new big idea.

As marketer Rich Schefren says over and over, “That which is most personal, is most general.” And if it has a scientific-sounding name, that certainly helps.

Do you have unexplained symptoms of malaise, boredom, or irritability? I don’t know the cause. But I might have a cure: Click here and subscribe to my daily email newsletter.