How to Get Past the “Don’t Buy” Button

Buy Now

When it comes to selling online, getting someone to take action right now is often the key to success. Many people get excited about copywriting because they believe great copy has the ability to tap into a prospect’s brain and push a “buy now” button that magically produces the sale.

It doesn’t really work that way.

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The Best of Copyblogger (According to Time Magazine’s Person of the Year)

That’s you, remember?

Since the Holiday Season is upon us, and we all have better things to do than read blogs, I thought I would go ahead and shut things down for the year. And what better way to go out than with a recap of what you found notable in 2006?

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3 Coercive Copywriting Techniques

I spent some time recently talking about manipulation and lies.

I told you those two stories so you could see where I think the line gets crossed by marketers, but also so I could tell you this story.

In 1999 Douglas Rushkoff published a book called Coercion, which essentially tracks the evolution of marketing into a branch of psychology. He illustrates exactly how marketers try to influence and persuade you in various media, and outlines the history of marketing as a measured science.

It all started with a copywriter named Claude Hopkins who first applied empirical testing to advertising elements back in the 1920s, and of course things have only become more sophisticated. Massive database profiles, television “programming,” contextual web ads, sophisticated algorithms that make recommendations based on past behaviors—these are some of the ways marketers are trying to deliver the right message to the right person at the right time.

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Telling People a Story They Want to Hear

I really enjoyed Hugh MacLeod’s interview with Seth Godin (two great reads who read great together). And it was especially interesting to hear about the frustration Seth feels when people sometimes don’t get what he means.

This reminds me of some of the flack he caught when his book All Marketers Are Liars was released. Now, I’m quite sure Seth knew exactly what he was doing when he titled the book (students of headlines take note). But I think he might have been caught off guard when some people didn’t get the real points within the pages (like the reviewer from Publisher’s Weekly).

Good marketers aren’t liars, except to the extent all people are—because we all lie to ourselves constantly. We want to hear stories that fit our existing world views, whether those views are accurate or not. And we want to primarily satisfy emotional needs, because ultimately that’s where we all seek happiness and contentment.

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Copywriting Books You Should Buy

Here are my favorite copywriting books, for beginning to intermediate copywriters:

Advertising Secrets of the Written Word

I have a lot of copywriting books and courses, and if I were starting out fresh from square one today, I’d want to start here. Joe Sugarman is a direct marketing legend, and he does a great job of getting basic copywriting concepts across in an enjoyable way. So if you’re brand new to copywriting, start here.

Tested Advertising Methods (Fifth Edition)

When going back to the source of ad copy that is both audience and benefit-focused (as well as backed up by empirical testing), many will point to Claude Hopkins and Scientific Advertising from 1923. I own that book too, but my favorite “old school” copywriting book is the updated version of John Caples’ Tested Advertising Methods. Timeless advice, but written in an easily-digested modern tone.

The Irresistible Offer

While Marketing 2.0 pundits burn bandwidth trying to come up with clever new buzzwords to replace the word “marketing,” Mark Joyner simply hands you the answers for success in the post-mass-marketing environment. While not technically a copywriting book or a product/service development treatment, it’s crucial to both. When you start with the right offer, the product and the message are identical. Then (and only then) you can “get out of the way” and let your customers sell for you.

Persuasive Online Copywriting

The best copywriting books around are not written specifically for online, as you can tell from this list. But you should have at least one, and it’s a close call. I chose Persuasive Online Copywriting by Bryan and Jeffrey Eisenberg (with Lisa Davis) over Nick Usborne’s Net Words only because the former is slightly newer. But both are excellent.

Breakthrough Advertising

Here’s the money book, courtesy of the late, great Eugene Schwartz. When you’re ready to take it to the next level, this is what just about any highly successful copywriter will tell you is the Holy Grail of deep psychological insights that lead to breakthrough marketing campaigns. The book is rare—before it was reissued by Boardroom it was selling on eBay for $900 (no joke). It comes with accompanying audio CDs that provide helpful supporting material from top copywriters who have built on Schwartz’s work.

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Why Plato Would Have Blown it as a Blogger

Yep… you read that headline correctly.

Plato, the ancient Greek philosopher who studied under Socrates, mentored Aristotle, and founded the Academy in Athens, would have likely crashed and burned as a business blogger.

Why?

Well, first it’s helpful to talk a bit about those other two guys who came before and after Plato — Socrates and Aristotle.

Socrates pretty much gets credit for laying the foundation of Western philosophy. He devoted his life to teaching, and did so by what became known as the Socratic Method.

Socrates examined moral concepts by answering a student’s question by posing another question in return. In this way, Socrates fueled a continuing dialogue designed to allow his students to discover answers for themselves.

In other words, he was all about the conversation.

In contrast, Aristotle was all about authored content. He knew how to present compelling-structured stories that took the reader from Point A to Point B by engaging the emotions. His philosophy was that one can effectively teach and persuade through the art of rhetoric alone.

Contrary to Socrates, Aristotle might utilize rhetorical questions. His style was to use queries not to illicit an answer from the reader, but rather to make a powerful point.

Plato was the middle child. Because Socrates apparently never wrote down his teachings, much of what we know about him comes from Plato’s writings, which were most often in the form of dialogues.

Early on, these dialogues were structured in true Socratic fashion, and often featured conversations between Plato and his mentor. Later on, these dialogues turned to conversations in format only, and became more about what Plato wanted to emphasize rather than a recording of a true Socratic conversation.

This led to what’s known as the Socratic Problem. How much of what Plato wrote can be viewed as the actual teachings of Socrates, as opposed to a literary device designed to persuade the reader to accept Plato’s point of view?

Plato understood the power of conversation, but his methods made people doubt his authenticity.

In my opinion, you’ve got to provide strong, persuasive content like Aristotle to be an effective business blogger. But you’ve also got to have a healthy dose of Socrates in you, because the conversation is where the true power of blogging is.

As for Plato, well, let me ask you a question.

Given what you know about the swarming pile-on nature of the blogosphere, what do you think might happen if someone is discovered trying to manipulate the conversation through nefarious marketing and public relations techniques?

Whoops, sorry . . . I guess that’s actually a rhetorical question.

But I would like to talk with you more about it. :)

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