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Why Jerks
Win At Direct Marketing
©2005 by Willie Crawford
Have you
ever noticed that some very successful direct
marketers go out of their way to be cantankerous?
Have you ever wondered why? Today we're going to
discover their secret? It makes many of them millions!
Studies have shown that people buy on emotion and
then justify it with logic. We buy new BMW convertibles
because we know we'll look good in them. Then we
rationalize that "BMW makes a very good car that will
prove to be a great long-term investment."
Those direct marketers that come across as cantankerous,
or even total jerks, are deliberately tapping into the
emotional side of their market. They're doing something
called polarization.
Click Here to Start.
Another marketer who
understands this concept very
well is Jay Abraham. I watched Jay Abraham, Stephen
Pierce, and Rich Schefren orchestrate a teleseminar in
2004. Leading up to this teleseminar, they sent out a
barrage of emotionally charged, very informative emails.
Their numerous joint venture partners also sent out a
tightly orchestrated barrage of emails to their lists.
Those who saw the tremendous value in the free information
provided in all those emails were charged up. They were
so charged up that many could hardly wait for the
teleseminar to take place. I was one of those nudged to
sign up for this $497 teleseminar through all of those
emails :-)
A final example of a marketer brilliantly employing
polarization
is a guy who calls himself "The Rich Jerk." I won't reveal
his
identity, but will tell you that coming across as a jerk is
making him millions on the Internet. He is a very good
marketer
in his own right (he recently sold a website on Ebay for
$379,000).
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This "Rich Jerk" uses
emotionally charged copy on his
websites and it's very effective. Part of what makes his
copy
so effective is that he also incorporates proof of what he
says.
Reading this copy, you get emotionally charged up, and at
the
same time, you realize that you've encountered someone who
can really help you succeed. You can see how he does this
by reading his copy at: http://WhyJerksWin.com
By studying the examples above, you see that using
polarization,
or even coming across as a jerk, can be a very powerful
marketing tactic. It can touch your reader at a deeper
psychological and emotional level than many other marketing
techniques. However, don't forget that another reason this
works in the examples above is that these marketers also
deliver tremendous value to their customers. They also PROVE
their points.
Without also incorporating proof into their copy, this
tactic
probably wouldn't work. Without proof they would just turn
prospects off. So now you know... jerks win at direct
marketing
because they employ polarization and proof.
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ABOUT THE AUTHOR:
Willie Crawford has taught PROVEN Internet
marketing
techniques to thousands of successful Internet entrepreneurs
since late-1996. Subscribe to his free weekly ezine, which
helps you cut through the clutter and time-wasting hype.
Subscribe now by visiting:
http://WillieCrawford.com
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