In fact, what Jay did illustrates one of the essential functions of marketing.
JAY ABRAHAM 10 BEST HEADING ADVERT TV
And yet, just like canned laughter on a TV sitcom, it still served its purpose.
“Here is the product that you ordered from me and boy, are you lucky I decided to hold off on releasing it! This extra time allowed me to add in all these extra case studies and valuable modules and colored streamers that will do x, y, and z for you!”Īnd for the record, today, many years after this first experience, Rich counts Jay as one of his two biggest mentors. When it eventually did arrive, some six months later, it came with a letter written by Jay. The product was supposed to arrive in a month.īut it didn’t arrive in a month. Yesterday I heard marketing coach Rich Schefren tell a “How did he get away with that?” story about the first time he bought a Jay Abraham product: Categories Direct Marketing Tags Jay Abraham, Michael Fishman Instead, if you like marketing and copywriting ideas that can help you build a profitable business… long-term… then here’s where you can join my newsletter, which gives you one new idea each day.
JAY ABRAHAM 10 BEST HEADING ADVERT HOW TO
So if you want a profitable business… rather than just a bunch of sick-at-the-gut customers who aren’t worth anything to you… then you might purposefully make your sailing - I mean selling experience - less long, less colorful, and less enjoyable than you know how to do.įor example, I know several ways to hype people up so they will sign up for my email newsletter. And I’d like to suggest it’s worth controlling yourself.īecause as Michael said in the same interview, direct response is built on repeat business. But at the end of it, he steps off the boat - by taking you up on your offer - and that’s when the feelings of wooziness and stomach upset hit him.Ī part of this reaction is inevitable. He doesn’t feel anything but excited the whole time. So your prospect has a great time while you entertain and sell him. He spends a long time with you, enjoying the contrast of cool blue promises and big white warnings and a sparkling offer underneath it all. The only thing I would add is that hype can also create wrong customers for your business, out of otherwise good people.īecause your prospect goes for a bright and colorful selling experience, designed by somebody like you or me. Michael is saying that hype can hurt your long-term sales because you end up selecting the wrong customers. the kinds of people that will find that believable and ultimately will buy turn out to be folks that are not very committed in the long very long run to your company because they’re opportunistic about their purchase.” So what I mean by that is if you make very, very big promises for a self-help product, a health or investment product - if you make very, very big promises for that about quick results and overnight success, etc. “The interesting thing is that your selling copy in the prospecting process can actually impact the longevity of a customer with the company. Here’s something valuable that A-list direct response marketer Michael Fishman once said in an interview with Jay Abraham: Now let me switch to a different topic for a second: I didn’t feel anything but excited during the whole day.īut once the day was over, and I stepped off the boat, tired and happy to be back on dry land, that’s when the whole earth started to move beneath my feet.
The contrast of green olive trees and white cliffs and deep blue sea below. In case you’re wondering, I haven’t been drinking. I wouldn’t be surprised that when I lay down for the night and I turn out the lights, I will have to run to the bathroom to throw up.
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