Adam Street's Blog
The spiritual and practical path to freedom to do your art

I’d rather deliver pizza than sell like this

I did an experiment last week.

I saw a product that boasted having the perfect framework to write a kick-ass sales letter.  

It was new.

Cutting-edge. 

All the stuff you’d expect from ‘hypey’ sales copy.  I assumed it was just the AIDA formula.

AIDA stands for Attention, Interest, Desire, and Action.  It’s what nearly everyone on the planet should be using if you’re selling a product or service.

The AIDA model is old school.  It’s been around a long time and it works harder than a border collie!

Ok, back to my experiment…

I paid nearly $100 to sign up.  Only to learn I was right.   The magic formula they were selling was just the AIDA formula rebranded as their “proprietary” thing. 

What’s the lesson here?  

Brilliant copy or a great sales letter will get you the sale.  But you won’t keep most your customers (I know I’m never buying from these guys again).  Instead of nurturing an audience you’ll have to get more and more and more new customers.

If that floats your boat, great.  I’d honestly rather deliver pizza for a living.  

Be true to your vision and yourself.  And more importantly be true to those you wish to serve.

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Adam “ain’t delivering pizza anytime soon” Street  

The Massive Myth

Check out this email subject line that was in my inbox this morning:

“Adam, 12 Days To A Massive Pay Day Online (Step-By-Step)…”

Then of course came the ever so common… 

“This changes EVERYTHING… “

Next, insert a big-ass testimonial about making massive dough with the next big thing in marketing…

When you market like this in email, this is the equivalent to yelling in person.  Would you walk into an office and start screaming at people?  Probably not.  Well, maybe if you’re the guy from the Bar Rescue show.  Or Plankton from Spongebob who said the louder you talk the more authority you have.  

If you keep using aged tactics like Plankton and Mr. Next Big Thing guy, you may as well dump streaming, find a high-quality VCR, and watch all your favorite movies from 1984.  

These Business Paradigm kats crack me up.  You could use the copy in that email to sell his “system” or you could use it to sell vacuums.  It has little distinction. 

Maybe it’s a good product.  I don’t know.  But the copy in that email is like Voldemort, it has no soul.  

Us in the Artist Paradigm cast different spells.  We care about what we do, how we do it, and the transformation it gives our clients.

Believe me…I like dinero.  I didn’t buy my iPhone 12 with positive energy or unicorn farts.  

MASSIVE hype is noise .  It’s easy to ignore because unless you live in a cave…without WiFi…  It’s something we’ve all heard before.  And if you’ve heard it before that means it’s easy to ignore.

Michael Masterson put it this way:

“Great sales letters don’t tell the customer what to think … or feel … or want. They locate the prospect’s feelings, thoughts, and desires, and then stimulate them. They provoke the prospect to do the feeling and thinking on her own.

Don’t be Voldemort.  Don’t be Dr. Doom either.

Persuasion and good copy has it’s place but— If you can’t empower your prospects to think and act on their feelings, why should they buy from you?

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Adam