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The #1 Conversion Killer in Your Copy (And How to Beat It)

Posted by Article Marketing On May - 29 - 2009

http://www.copyblogger.com/images/copyblogger_email.jpgThe #1 Conversion Killer in Your Copy (And How to Beat It)

Troll

What makes people almost buy? makes tm there, drop yr shopping cart second? Wt makes stare yr landing page, wt he offer, yet, ultimately, close page me else?

It there’s hideous troll hiding bridge. Ey time close sale, troll springs scares prospect away. rid troll yr copy start converting tn before.

The ugly, smelly, dirty, bad-mannered troll prospect fear. it’s sitting rt now, stinking landing page scaring customers away.

Fear wasting money

Remember wn kid wt rinky-dink carnival th town? Ar eating cotton candy cd manage, throwing an Tilt-a-Whirl, checked sg called Midway.

Remember persuasive fellow convinced spend months’ allowance throwing softballs damned milk cans?

It looked easy. sd exactly it. Toss softball, knock milk can, win cool stuffed animal prize. Simple.

You spent quarter ar quarter trying yourself.

When quarters gone, inkling. looked easy, actually standing throw line, pretty close impossible. carnival guy yr money, didn’t ugly green plush monkey sw it.

The troll born.

Fear mockery

When sting carnival wore off, innocently minding yr business ran as ad wonderful product Sea-Monkeys.

They little people! Wh tails! Ty looked pretty awesome cover package. begged parents told ey knew. little brother. friend. entire third-grade class.

This gg so cool. ad teach tricks. planned getting medicine, vitamins, special formulas, happiest pets ever.

You followed instructions letter. waited breathlessly. told ee amazing gg be.

It ts Sea-Monkeys jt brine shrimp. resemble little people. resemble fish food, wh wt ty are.

Your little brother, friend, yr entire third-grade class idiot. delighted letting opportunity.

The troll gs little bigger.

Fear feeling stupid

Every time we’re betrayed sleazy salesperson, toughen jt little. troll grows. mistrust grows inclination believe shrinks.

And blogger wonderful ebook, MP3 course membership site tt solve that’s bn ry bothering us. Let’s cl tt blogger . . . you.

We believe you. benefit wt offer. wt — — wk promised.

We love able trust judgment.

But troll ks whispering ear, truly horrendous breath, stupid we’re feel wn fall again.

(By way, tk troll gs stronger economy bad folks anxiety? Yep, agree.)

How kill troll

Killing troll isn’t easy, he monetize site.

Trustworthiness, transparency, credible authority, lots of high-value content, plain decency weapons.

Everything site trusted. Real contact information. Sg photograph. Displaying seals anti-hacker technology Business Bureau yr shopping cart. FAQs actually answer questions. Clear, reassuring calls action.

Every matters. hosting yr site yr domain, frequently post. build trust kill troll.

Unless sell ten-year-olds, prospect kicked unscrupulous (or incompetent) businesses tt troll hard fellow kill. prospect tiny reason mistrust you, te wretched experiences back.

There’s joke marriage triumph optimism experience. fact, that’s exactly happens ey time sale, especially se hasn’t business wh before.

So let’s declare war trolls. extraordinarily trustworthy. yr value. customers first. Kp yr promises.

The troll tough hard kill. dedication commitment, chase wreck else’s business.

Get free updates from Copyblogger me troll-killing advice.

About Author: Sonia Simone Senior Editor Copyblogger founder Remarkable Communication.

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About Me

A recent blog post stirred qe lot controversy. specifically stark accusations cn nr marketers appear colluding.

Some unethical. Os smart business. calling illegal cartel charged breaking racketeering anti-trust laws.

I don’t kw it’s true not, won’t comment directly. I’m lawyer stretch.

But comment wt observe. observe ts obvious. example, you’re subscribed sl te marketers’ lists, handful, tn I’m confident you’ve noticed recurring trends.

(Let’s “musical-chair product launches.” Oh, let’s forget pricey product paid marketer jt weeks ago given free bonus buying tr affiliate link else’s product launch.)

Personally, don’t it’s wrong competitors partner time product releases separately. (I’ll bk term “competition” later, important.) degree, definitely smart business.

The question is, specific situation deemed illegal not? answer arguable — arguable, mean court law. blogger Antone Roundy said it best, shared following insight, wh agree with…

“But they’re promoting eh regardless product quality value price, that’s unethical best. they’re agreeing pricing scheme taking products market dg or peoples’ launch periods reduce competition, I’d expect FTC breathing dn necks ry soon.”

This happening here. debate legality it. illegal not, it’s definitely unethical. legal, appearance impropriety eh leave bad taste people’s mouths. cy ds mine.

After wife’s controversial report, Internet Marketing Sins, released ago, line sand drawn. then, marketers expressed se tt ty stand.

To — I’m linking tr specific posts pe — te people Joel Comm, Ryan Healy, Ray Edwards, Dan Gallapoo, my more. (Funny tm copywriters, eh?) steadily growing, too.

(If 45 minutes, listen this podcast Randy Cantrell.)

We’ve ao seen emergence growing consumer advocacy personal opinion blogs tt entirely dedicated bg critical unethical marketing practices, exposing deceptive dishonest business activities.

Aside fm Salty Droid mentioned beginning, include PatrickPretty.com, LostBallInHighWeeds.com, DontStepInThePoop.com, many, others.

Do le them? candid, blogs — especially commentators te blogs — caustic, jarring, vile. bit toxic taste.

But them, don’t necessarily blame them. all, ty didn’t appear wh sole intent marketers’ lives miserable. types anti-scam blogs created result personal, bad experience.

Plus, ty easily polarize people.

Many disgruntled consumers attracted te blogs he grown highly cynical, suspicious, resentful. it’s natural ty voice grievances them.

But wt frightens voice genuine scam victims muffled sl vocal minority anti-marketing extremists spew tr venom senselessly.

These pitchfork-wielding protesters hellbent destroying levelheaded discussion. Ty flame voices opposing views, rabidly pounce ae mt stab intelligent, sensible argument.

I’ve seen bigoted commentators bash attempt manipulate, irritate, denigrate. childish behavior, defeats purpose. focus issues, wr overweight, effeminate, disabled.

Focus do, ty are.

Nevertheless, join conversation myself, stop short doing fear wt wl fall deaf ears — drowned handful witch-hunting McCarthyists trawl faint smell blood.

Now, doesn’t mean se innocent, either.

Namecalling ad hominem attacks occur both sides.

I’ve seen lot venom spewed fm proponents marketers. Genuine scam victims continue victimized appears concerted efforts vocal minority feel marketers singled reproach.

Some gone extent saying tt scam victims ry ones blame. “caveat emptor (buyer beware),” “they’re jealous envious money,” “they te responsibility actions,” etc.

Sure. women wearing provocative clothing looking to get raped, right? Ugh.

Granted, market bear responsibility. Plus, definitely agree trolls se blame failures inadequacies.

But caveat emptor weak argument ss ud means exclude responsibility others. Counter-blaming customers nullify actions wn blatantly prey market’s relentless dream magic pill.

“Caveat emptor” shouldn’t ud loophole te advantage vulnerable.

Just robbed bank alarm sm doesn’t mean bank wrong lacked security. robbery sl robbery.

And it’s sl wrong.

The question is, ds vicious circle stop?

If blame split 50/50, solution split 50/50, too. Marketers sd stop selling magic-pill solutions market who’s desperate help. market stop chasing dream buying io magic-pill solutions.

As know, te magic pill. kp chasing it, ty murder chances achieving true success. sometimes, that can be quite literal.

As lg te market magic-pill solutions, marketers willing provide them. aside laws regulations, I’m fan of, achieving compromise challenge, particularly wn ss greedy.

So ps effective solution is: education.

Educate market wt look avoid, wl educate learning market tk modeling unethical practices.

In estimation, marketing products just snake oil. Period.

I understand appreciate tt buyers beware, tt tr diligence, tt sd te time investigate be jumping in. Agreed.

But fake scarcity ploys high-pressure product launches remove chance market appreciate exactly sold. reduces tr ability critically, adequately investigate offer, intelligent buying decision.

So education powerful. blogs, harsh cases, vital.

Let this. Antone Roundy’s comment at gathering wh or marketers time product releases bg smart business practice right. all, that’s associations exist. agree ts oy point.

I’m bg lawyer, unacceptable products market, Antone said, tn that’s exactly wt happening here. fact, te “product releases.” Ty product launches, tt matter.

They simply close-ended sales events.

But let’s closer look wt constitutes “competition,” applies, here. Defined, competition is: “the effort parties acting independently secure business td party offering favorable terms.”

Whether people gp marketers acting independently debatable. question is, ty truly competing other? or words, guys truly competitors? sg tk court wl nd define.

But here’s take. Ty sell information, true. argued information competitive. example, be bought Stephen King novel doesn’t preclude fm buying Anne Rice novel time.

One sell information on, say, affiliate marketing on, say, traffic generation. “competitors.” But lies problem…

Marketers authors selling information. Ty le publishing houses selling information products. Yes, products. publishing houses — again, I’m lawyer — colluding se degree.

Even term “information products” debatable, too. “products” gurus sell aren’t information. ty selling business opportunities packaged information sold ur guise training systems.

Again, ts jt opinion. I’m lawyer, look ss issue form opinion. ts case, ar I’ve seen, is, we musical-chair product launch game jt doesn’t smell rt me.

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