Forums

[Mark Fuller Contribution Level: 3]

I hate to say it but I found an advertisement that was placed on Better Networker that was very disturbing. It said, “Are You Wasting Your Time in the wrong business opportunity? Find Your Perfect Business in 21 days.”

When I look at ads like this my eyes roll . There is no such thing as a perfect business opportunity. Even the greatest corporations in the world have setbacks. Now here is an example of marketing phrases that are not hype but cold hard factsl:

1. Wal-Mart’s “Every Everyday Low price”. Wal-Mart has the lowest prices on products on the vast majority of their products. A customer who rarely find the exceptions of Wal-Mart products that cost less at their competitors, will have the price lowered on those products 5% lower than the competitors' price of the same products. The only exception is a competitor’s product that is on sale at the competitor’s store. This is the reason why Wal-Mart is still one of the elite retail companies in the world for over 40 years.

2. Pre-Paid Legal’s” Unlimited and Free Consultation”(in 48 states)- There are no hour limitations (except for Nevada and another state) for consulting with a lawyer from an attorney provider.

3. MLM/DM opportunities’ “Unlimited Income Potential”- The income you generate in MLM depends on how many customers you enroll.

Hopefully, this will be beneficial to authors who want to write ads. Prospects want cold hard facts not hype.

[Cynthia Acoff Contribution Level: 4]

I hate to say it but I found an advertisement that was placed on Better Networker that was very disturbing. It said, “Are You Wasting Your Time in the wrong business opportunity? Find Your Perfect Business in 21 days.”

When I look at ads like this my eyes roll . There is no such thing as a perfect business opportunity. Even the greatest corporations in the world have setbacks.

Hey Justice44; the title is to Find Your Perfect Business in 21 Days. I have to say that I think there are businesses that could be perfect for the right person. I think I am in the perfect business for me. Anytime you're in business for yourself, it will require some work and with work, there could be setbacks. That doesn't mean that it is not the right business because you could have setbacks
What makes my business perfect for me is because it fits my lifestyle, it's something I truly believe in and it allows me to do something I love to do. If your business does not do that for you, then perhaps it's not the "perfect business for you".

[Mark Fuller Contribution Level: 3]

Great post and good response because it shows the 2 ways you can think about this particular topic.

I agree that there is no such thing as perfection. THERE CAN ALWAYS BE ROOM FOR IMPROVEMENT! Who knows, maybe I am just a perfectionist.

However, I agree that when talking in terms of what is perfect to you, there can be a business that fits that mold. The opportunity I am in is perfect for me, and I would say that everyone should choose an MLM that is perfect for them.

Hi abw1111,

I don't think that is the ad was trying to imply perfect business for an individual. It could of said, "Let's see if we can find a business that truly suits your goals and needs." That is a confident but not hyped up ad. However, I understand your point.

[Mark Fuller Contribution Level: 3]

I hate to say it but I found an advertisement that was placed on Better Networker that was very disturbing. It said, “Are You Wasting Your Time in the wrong business opportunity? Find Your Perfect Business in 21 days.”

When I look at ads like this my eyes roll . There is no such thing as a perfect business opportunity. Even the greatest corporations in the world have setbacks.

Hey Justice44; the title is to Find Your Perfect Business in 21 Days. I have to say that I think there are businesses that could be perfect for the right person.

I think there are some business that are ideal and great for one person, but it is a stretch to say there are businesses that are perfect for one person. I do not think the term perfect and right are synonymous.

Also the ad, implicitly promises this in 21 days. This reflects hype that many simply don't buy. I would never run an ad like that. How can you seriously make that type of an implicit promise?

I think I am in the perfect business for me. Anytime you're in business for yourself, it will require some work and with work, there could be setbacks. That doesn't mean that it is not the right business because you could have setbacks

I do understand your point in that context. In my opinion, a perfect business has no setbacks it is 100% effective and the need is seen very easily. But it begs the question if it lack a challenge, is it really worth doing?

What makes my business perfect for me is because it fits my lifestyle, it's something I truly believe in and it allows me to do something I love to do. If your business does not do that for you, then perhaps it's not the "perfect business for you".

I see your point.

[Mark Fuller Contribution Level: 3]

Hi abw1111,

I don't think that is the ad was trying to imply perfect business for an individual. It could of said, "Let's see if we can find a business that truly suits your goals and needs." That is a confident but not hyped up ad. However, I understand your point.

Well, you know the reason for that ad title. It is to invoke an emotional response and grab attention. If you compare both that title and yours, their title will grab more attention, what is exactly the point of a good title. Although the message may be skewed, it does what it needs to do. Which is invoke a response/action.

What do you me the message may be skewed?

[Mark Fuller Contribution Level: 3]

Hi abw1111,

I don't think that is the ad was trying to imply perfect business for an individual. It could of said, "Let's see if we can find a business that truly suits your goals and needs." That is a confident but not hyped up ad. However, I understand your point.

Well, you know the reason for that ad title. It is to invoke an emotional response and grab attention. If you compare both that title and yours, their title will grab more attention, what is exactly the point of a good title. Although the message may be skewed, it does what it needs to do. Which is invoke a response/action.

What do you mean that the message may be skewed?

[Josh Thomas Contribution Level: 3]

Mark,
Please take this comment from a purely constructive criticism standpoint...

While your suggestion is noble, from a marketing
perspective, the alternative headline stinks.
Nothin' but love for ya. I just gotta tell it like it is.

A.
“Are You Wasting Your Time in the wrong business opportunity? Find Your Perfect Business in 21 days.”
-----compelling, concrete

B.
"Let's see if we can find a business that truly suits your goals and needs."
-----boring, vague

A. has a "hook" which grabs your attention. It provokes
an internal curiosity making us really wonder if what we
are doing is right for us. It does not tell us we are wasting
our time, merely makes us wonder if we are. It also has a
direct call to action. There is a concrete direction with an
achievable goal. This is a well written headline, no hype.

B. is inconclusive. "Let's see" does not promote any kind of
confidence that clicking on this ad will produce a result. It
seems as though the writer doesn't really know if he can help
us. Further, there is an implication here that what we are
doing now is not suiting our needs, more so than ad A.

I totally agree with you that copywriting can seem slimy and
misleading at times. You are right that some folks take it too
far. However, the example you gave (and I have seen that ad
as well) seems to be a very well written headline.

Given the choice between the two, I would click on ad A every time.

[Kim O'Rourke Contribution Level: 2]

Hi there,

Did you actually click on the ad to see what was behind it?

I did, and certainly at first glance it was nothing to do with selling a 'perfect' MLM opportunity. There is a short questionnaire that you do and as a result you get a free report (computer generated so you have to sit and analyse the information) that shows your strengths. It goes on the basis that, if you're going to be successful in life....if you're going to find the perfect business for you....then you need to work to your strengths. This is what businesses do and this is what successful business leaders do, so it's a lesson for the uninitated. Certainly when I'm coaching marketing, one of the very first things I do is look at the strengths and weaknesses of the individual I'm coaching, their company AND their products. It reveals SO much and gives a very clear way forward in both business planning and marketing strategy.

So, I think the headline is right in saying what it does. And from a copywriting point of view, it plays to the emotions and, more importantly, the emotional benefits to the person reading. It's been proven time and time again that we mere mortals buy on emotions, not features (or facts). The "facts" become part of the decision making process, but they, along with price (and that's a whole other subject!) take a firm second place to emotions. If you disagree with me, just look at why Mercedes are successful, or Porsche, or Harrods in the UK, or any other top end products. If you buy on facts alone, any old beat up car that gets you from A to B without breaking down, will do. But, people are emotional creatures and aspire to certain products and services. We buy into a set of emotions when we buy a Merc, not a set of facts.

It all comes down to wants and needs. Do we all really need a TV? Do we really need a flat, plasma, high definition one that hangs on the wall? What about Sky/Tivo (?)? Why do we need 3 zillion TV channels from across the globe? Do we need the DVD player that goes with it...and do we need the 300 DVDs that are on the shelf, that we only watch once? Why do need a mobile phone when landlines work just as well? If the companies sold these things just on features or facts, none would get sold. But, we've all convinced ourselves...or rather the companies have convinced us that we "need" them, when in fact they've only made us "want" them because they play to our emotions.

OK, so I don't like hype along with everyone else. But having worked with copywriters for the best part of two decades, I know it can be a difficult balance to strike. The only way to get a response is to write a headline that plays to someone's emotions. If you don't believe me, test some headlines for yourself.

I don't think this particular headline was overhyped. The service behind it would do what the headline promised (the full service is a business coaching programme by the looks of it), so I think it's the right headline to use for the ad. People want to be successful in life (certainly ones on this forum) and they therefore are trying to work out how to create the perfect business for themselves. Whether you've articulated it or not, that's the thought process. Perfect business = perfect life. So, all this headline has done has echoed the thoughts of, I suspect, the majority of those on this forum and given people the solution. And that's what marketing is all about - identifying the needs, wants and desires of your target audience and giving them the solution, profitably. (Not the official definition, but a close enough translation).

Hope that helps,
Kim.

[Nancy Gaddy Contribution Level: 1]

Kim, You said it best. Thanks.

Nancy

[Mark Fuller Contribution Level: 3]

Hi there,

Did you actually click on the ad to see what was behind it?

No, there reason why was because it sounded like hype. Consumers get tired of that.

I did, and certainly at first glance it was nothing to do with selling a 'perfect' MLM opportunity.

Then why is their ad directly say that

{quote}There is a short questionnaire that you do and as a result you get a free report (computer generated so you have to sit and analyse the information) that shows your strengths.

Thanks for the information. But if they worded it differently, I may have known this.

It goes on the basis that, if you're going to be successful in life....if you're going to find the perfect business for you....then you need to work to your strengths. This is what businesses do and this is what successful business leaders do, so it's a lesson for the uninitated.

I agree with you for the most part except for the perfect business part. My point is that advertisement implies not one word of what you are saying.

Certainly when I'm coaching marketing, one of the very first things I do is look at the strengths and weaknesses of the individual I'm coaching, their company AND their products. It reveals SO much and gives a very clear way forward in both business planning and marketing strategy.

I agree that is solid skill for a good marketing coach or any coach to have.

So, I think the headline is right in saying what it does.

What you described, IMO is simply not what the ad infers.

And from a copywriting point of view, it plays to the emotions and, more importantly, the emotional benefits to the person reading.

It centrally plays to the emotions with a hype implicit promise. It is similar to the spam I recieve in e-mail. However, BN has the right to put any ad it wants in its forum.

It's been proven time and time again that we mere mortals buy on emotions, not features (or facts).

That is true but some times that can be destructive. Look at our debt problem. I am guilty of buying on emotion rather than logic as well.

If you disagree with me, just look at why Mercedes are successful, or Porsche, or Harrods in the UK, or any other top end products. If you buy on facts alone, any old beat up car that gets you from A to B without breaking down, will do. But, people are emotional creatures and aspire to certain products and services. We buy into a set of emotions when we buy a Merc, not a set of facts.

YOur are right but that does not mean it is the right way to market in all cases. I am not the only one who finds ads like this annoying others do and they simply will not click the tag to hear there hype. BTW
I get the feeling that the author of the ad is an attraction marketer.

It all comes down to wants and needs. Do we all really need a TV? Do we really need a flat, plasma, high definition one that hangs on the wall? What about Sky/Tivo (?)? Why do we need 3 zillion TV channels from across the globe? Do we need the DVD player that goes with it...and do we need the 300 DVDs that are on the shelf, that we only watch once? Why do need a mobile phone when landlines work just as well? If the companies sold these things just on features or facts, none would get sold.

I believe facts that demonstrate a need or desire are the reason why TVs are sold. Let me answer one of your questions. We want mobile phones because we want to talk to people from various locations. A 1970s phone can not accomplish this. But it is still based on the cold hard fact that mobile phones can be used at various locations of convenience. SEcondly, mobile phone carries have shown cold hard facts concrning price to show us that mobile phones are cheaper per month when it comes to long distance compared to traditional phones.

But, we've all convinced ourselves...or rather the companies have convinced us that we "need" them, when in fact they've only made us "want" them because they play to our emotions.

I agree that some things like videos and music trigger emotional buying, however cellphones are a bit different.