Last night, I was walking around my neighborhood, listening for the third time to a talk by Internet marketer Jeff Walker, of Product Launch Formula fame.
Jeff’s talk is incredible. Each time I have come at it, I’ve found new valuable things inside. Such as, for example, the following oddity:
Jeff once created a completely new offer, unlike anything else in his market.
He first launched this new offer to his own list.
He opened that launch with a video of himself in the woods, on his property up in the Colorado mountains. He has a private tennis court there. Every Friday, he and his buddies play tennis there and drink margaritas afterwards.
This campaign opened with zero promises and zero hype. The implied message of the opening video was simply, “This is how life and business are really meant to be.”
This first campaign was a big success.
Later, Jeff launched that same offer to JV lists.
Again, he opened the launch with a video of himself in the woods. Except this time, there was no tennis court, and no margaritas. Instead, straight away, Jeff jumped into hype and promises, about making a ton of money without a list and without a product.
This second campaign was also a big success.
Strange, no?
Because back during the Cold War, direct marketing legend Gene Schwartz told us there are exactly two factors for figuring out how to position and open up a marketing message.
One is sophistication — how many ads/claims people have seen before in your market.
The other is awareness — how much time people in your market have spent thinking and researching this particular problem or desire.
But these two Jeff Walker campaigns say different.
Both of these campaigns sold a completely new offer, unlike anything else in the the market.
Both went out to audiences of fiending internet marketing junkies.
In other words, the sophistication and awareness were exactly the same for the audiences of both campaigns.
And yet, one campaign opened with zero hype or promises… while the other opened with 100% hype and promises.
My point being:
Sophistication and awareness are not the only two factors for figuring out how to position and open up a marketing message.
There’s a third, equally important factor. You can probably guess what this factor is. I won’t belabor it here.
I’ll just say:
Get this factor working in your favor, and not only will you be able to make marketing messages that are less hypey… but your sales will come more easily… and price resistance will largely fly out the window.
And if you want some help with that:
https://bejakovic.com/sme/