Does Mal Really Have Supernatural Powers?
It’s 7.36am Monday the 12th October
I am sitting at one of my favourite breakfast haunts; I am trying to be healthy for a change and I’m skipping the gin and tonic and having an egg, spinach and ricotta quiche for breakfast (yeah real men do eat quiche) and the mobile phone rings.
Sort of contemplated for a second or two whether I would answer it or not, looked down at the screen and saw it was Pete Godfrey, known to some as the “Rebel without a Clue” or to others as the “Wizard of Words” and Australia’s best home-grown copywriter. A man with the unique talent of turning words into money.
Pete’s actually got a few other talents, but I’ll keep them between Pete and I. (After all, I can keep a secret…)
Anyway, Pete’s rather animated on the phone and tells me an interesting story that’s just unfolded. It seems his printer’s wife had gone to see a clairvoyant over the weekend. Now here is where my powers get superhuman it would seem. The clairvoyant told this bloke’s wife he should look up a guy on the internet by the name of Mal Emery. Now Pete couldn’t believe it and I can barely believe it either… But Pete swears it’s the truth.
How does that stuff work?
How does a clairvoyant pluck my name out of the air, say it to somebody who’s strongly connected to somebody who’s strongly connected to me. Don’t know… Don’t need to know…
The thing is, it’s the same in marketing. For example:
- Why do sales go up when you end your pricing in a 7 – $67, $77, $197, $477?
- How does the change of one word in a headline result in hundreds of percent in extra sales?
- Why does the use of photos – your own, your staff’s, picture of your product or photos congruent with the marketing, increase sales dramatically?
- Why do people spend more and respond better to outrageous risk reversal guarantees?
- How is it that if you don’t use scarcity and urgency in your call to action virtually no prospect or client does anything?
- Why do we, on mass, hate sales and people who would sell to us?
- How come we’ve got more hang ups about money than sex?
- Why is it that case studies and testimonials dramatically increase sales?
- Why do people respond better to stories than facts in marketing?
- And how is our own “B.S.” our biggest obstacle to our success?
The list is long – I could go on but the fact is we could debate it but we’d all probably be wrong. Simply it works. Just like our clairvoyant friend, you don’t need to know why it works but just accept “it” and do it anyway. The financial rewards are worth it.
Can’t wait to see what breakfast will bring tomorrow morning! I hope she’s cute…
All the best,
Mal Emery
Committed to Elevating the Financial Wealth and Wellbeing of Society
Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism
P.S. If you’ve missed any of my previous Rants, I have them all available for you to see on my website.
Simply go to www.rebelliousrant.com and enjoy!
