You see it often.
In the papers, in Google AdWords; we see it in all media categories.
It causes ill will.
And it’s downright bizarre.
So what is this insidious copywriting blunder?
Well it’s the old “Bait and Switch.”
This is where advertisers get you in on one thing and then sell you on another.
One old example is the newspaper ad with “SEX” as the headline.
When you begin reading the ad, it says something like this,
“Now that I’ve got your attention, let’s talk about…”
They probably think they are being clever.
They probably think this trickery will get more sales.
Trouble is, the opposite is true.
Let me explain…
If there is a disconnect between your ad and your sales message, your sales will nosedive. It’s that simple.
For example, I had a member who contacted me about his marketing.
He was desperate.
In a panic.
His conversions so dreadful even the most ardent happy-clapping optimist would get an ulcer.
He’s Google AdWords campaign was working a treat and sending a lot of traffic to his sales page. But when they got to the sales page they weren’t buying.
What the hell was going on?
I told him to chill, take some deep breaths, and we’ll work it out.
I looked at his ads and looked at his sales page and the answer to his conversions problem was obvious.
The ad implied getting a job in an exciting industry.
The sales page was selling a course in this exciting industry.
The folks going to the website thought there were jobs on offer and then discovered they had to shell out money and do a course. Complete disconnect.
The lesson is a simple one in ALL areas of your marketing.
Your message much be congruent right the way through the whole process. You can’t promise one thing and then deliver another.
Frankly, this is the quickest way to piss a lot of people off.
Business success is all about you building a real relationship with your customers so they keep buying for many years.
You can’t do that with the old “Bait and Switch.”
Love to hear your thoughts on this.
And oh, by the way, if you want to discover how to market your business effectively and with integrity, without resorting to “Bait and Switch” trickery, then come along to my FREE Customer Appreciation Workshop in Brisbane or Sydney.
No shenanigans revealed at these workshops. Just proven, reliable and ethical ways to grow your business.
Wizard of Words
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Pete Godfrey, The Wizard of Words, from rebel without a clue to one of the most in demand and highest paid Copywriters and Sales Strategists in Australasia… all with the power of his emotionally charged words that sell… Discover the “Secret Weapon” to increasing your Sales and Profits by downloading the valuable report "The Ultimate Copywriting and Marketing Secret" While you're at it, follow Pete on Facebook