5 Reasons Why “Buy Now And Save [$x.xx]” Doesn’t Work

You see it all the time. In store windows, in sales circulars, even on television. The core message always boils down to the same thing:

“Buy my crap and save [$x.xx]”

It doesn’t work, and here’s why not.

When you say “Buy now and save [$x.xx]”, what you’re really saying is “Look how generous I am. I’m willing to give up [$x.xx] of my income to make this sale. I’m sacrificing myself for you. You should be thanking me. You should be so grateful that you’ll run in here and shove old ladies out of the way to throw your money at me.”

There are multiple problems with this approach. Let’s look at just a few of them.

1. Whether you are liberal or conservative; whether you belong to this party, that party or the other one; whatever your skin color and regardless of what language you speak or the accent you carry when you speak it; all people, from all walks of life, are tuned to the same frequency: “WIIFM”.

You may be familiar with it already. It stands for “What’s In It For Me”.

In short, I don’t care how supposedly generous you are and I especially don’t care what you’re supposedly giving up. I either need or want what you are trying to sell or I don’t. If I don’t need it, and especially if I don’t want it, then it really doesn’t matter what you’re giving up. I still don’t need it or want it.

2. If you can afford to just slash [$x.xx] off the price then you must have been gouging your customers up to now. That means you will probably try to gouge me too. I don’t trust you and I probably don’t like you either. Even if I’ve never met you.

I don’t believe for one moment that you aren’t still making a profit on this deal (assuming there’s a deal to be made) so you must have been making an obscene profit before.

3. You are putting the focus on price. It’s suddenly no longer about the product or how it can solve my problem or meet my needs. It’s all about the exchange of my cash for your crap.

And yet, mysteriously, these offers almost never tell me what the price actually is. Sure, I know you’ll give me [$x.xx] off, but what am I still paying?

4. Since you’re not telling me the price but you are playing up how generous you are by taking so much off, I’m going to assume (since I already believe you’re still making a profit) that the price is absolutely outrageous. $100 off? That means it must be several hundred or more to begin with, and probably still is.

5. It smacks of desperation. If your product or service were popular and in demand, then you wouldn’t have to discount it. If you offered genuine and unquestionable value, I wouldn’t care what the price was.

So go ahead, keep playing the [$x.xx] off game. I guarantee you’ll lose.

 

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6 Reasons To Write Without Spell Check

Spell check, when properly used, can be a valuable tool. After all, terrible spelling can get in the way of conveying your message. That said, there are still sometimes very good reasons to not use it.

  1. Historical documents. It’s actually a fairly recent development that English spelling and grammar have been fully standardized. Even as recently as the early to mid 1800s, there was a good bit of variation in the way words were spelled. Most words were spelled based on their pronunciation. So when copying, quoting or excerpting from historical documents, or when writing in the style of a historical period, spelling will be nonstandard. This will really cause headaches for even the most sophisticated spell checking program.
  2. Mixed languages. When combining lots of words and phrases from more than one language in a single document, very likely all of the foreign words will end up getting caught up in the spell checker. This even goes when combining different versions of English, such as American and Australian or Canadian and South African.
  3. Highly specialized or technical jargon. Every field has its own acronyms and jargon but some are more specialized than others. Medical and scientific fields come readily to mind. If it’s a field for which you’ll be writing documents often, you may want to update your spell check dictionary. Sometimes specialized dictionaries can be downloaded and installed, other times you may have to perform the updates yourself to a custom dictionary.
  4. Science Fiction. When writing certain fictional works, especially science fiction, your document is likely to contain many made-up words that simply won’t be found in any spell check dictionary.
  5. Deliberate misspellings. There may actually be times when your writing will include deliberate misspellings. For example, say you were writing an article about abbreviations that teens use when text messaging. Or even an article about commonly misspelled words. It would be difficult to write such an article without deliberately misspelling words to illustrate the point.

In each of these first five cases, you may or may not want to actually turn off spell check, but you’ll almost certainly want to selectively ignore it. With passive spell checkers, you may feel fine looking past lots of highlighted words. Active spell checkers, which scan the document and stop when they find a misspelled word, may be better not used at all.

However you do it, you will definitely want to turn off the autocorrect feature to prevent spell check from “helping” you and changing your document in the process!

  1. Early drafts. Perhaps the most compelling time to avoid using spell check is when writing an early draft of a document that you will eventually spell check. During free writing, getting caught up in worries about spelling and grammar gets in the way of the flow of thoughts. It is much better to simply write what is in your mind, so long as you’ll be able to decipher your meaning and fix it all up later. Even passive spell checkers, which merely highlight misspelled words, will provide a distraction that could get in the way of the free flow of thoughts. Better to completely disable spell check until you are on the second or third draft and it’s time to clean things up for eyes other than your own.

 

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Warning: Torture Chamber Unsuitable for Wheelchair Users

Torture Chamber Unsuitable for Wheelchair UsersNot everyone thinks of it but knowing who would not make good customers is every bit as important as knowing who does make good customers.

Novice businesspeople and even beginning marketers would like to think that everyone’s a potential customer but that’s simply not true. In fact, although the end result is binary — people either buy from you or they don’t — there’s a whole continuum of how likely someone is to become a customer.

If you never spend time identifying who are not good prospects, you could waste a lot of time and money chasing down every conceivable lead, no matter how far-fetched.

By identifying several points along the continuum and creating a demographic profile for a hypothetical prospect at each point, you are better able to see where your time and resources should be spent.

Because it is a continuum, the attributes you list in the demographic profile are not necessarily opposites. For instance, just because your ideal customer is male doesn’t mean that all women are lousy prospects.

Some attributes don’t have an opposite. After all, what is the opposite of 40-45 years old?

So you can’t take shortcuts and simply say that your worst prospects are everything that your best prospects aren’t. It could very well be the case that a 43 year old male is a great prospect for your business but another 43 year old male is a terrible prospect.

In fact, even using the word “demographics” is doing a disservice to the process. A good customer profile goes much deeper than mere demographics.

A word that gets bandied about in certain circles is “psychographics”. This encompasses the interests, desires and other attributes that are missed by demographics. Your best prospects are interested in horses? That’s a psychographic. Prefer the beach over the mountains? Another psychographic.

If you augment your demographic profiles with psychographic data, and if you’re serious about the process, you can develop very detailed portraits of your customers and prospects.

Is this manipulative? Quite the contrary!

If you find out what deeply interests me and you just happen to offer something which satisfies that interest, I will be rather happy to hear from you. The flip side of that is, if what you offer does not interest me and you know that and don’t waste your time trying to sell me on it, you save a great deal of time, energy and money. All of those things can be better spent pursuing customers whose interests are more closely aligned with what you offer.

 

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