Don't be jivey. It's the flipside of our "be authentic" credo. Yes, we're in marketing; yes, we're in advertising, but that doesn't mean we have to behave like
used-car salesmen. Treating prospective clients like carnival marks –
suckers born every minute – may result in quick sales, but it won't establish the enriching,
enduring relationships that are the lifeblood of your business.
You see the jive talk all over the Internet, and not just in spam subject lines hawking male enhancement; even some of our copywriting brethren fancy themselves sideshow barkers. Here's a very special example we found without even trying, and believe us, it's not an isolated case:
"Little Known, Under The Radar Copywriting Short Cuts and Hidden Persuasion Principles REVEALED ... Any One Of These 'Win-Smart' Secrets Could Easily Make You $20,000 ... $50,000 ... Even $100,000 Richer, This Year Alone! ... But wait a minute ... Be one of the first to hop on board with this brand new edition, and I'll spot you the first $50. So instead of you paying the already low regular price of just $197, you walk away with everything we've talked about for the incredibly low investment of just $147! And that's not all ... Grab Your Copy Today And Get These 8 Big Extras Worth A Very Real $678!
This specimen is instructive because it bears several hallmarks of marketing jive:
But when you're providing a service, we feel it's prudent to take the longer view. Perhaps we here at Editorial Emergency should also package up and push a so-called informational product, something with a catchy title like "THE 39 SURREPTITIOUS STEPS TO COPY THAT SETS OFF SALES BOMBS AND MAKES YOU STINKIN' RICH!!!" But after you buy that, then what?
For us, it's not just a matter of making sales; it's a matter of making lasting connections. And establishing a brand that offers genuine value. And treating potential clients with respect. And sleeping at night.