Can BAD advertising un-sell a product?
Back in my direct-sales business, we had a joke for people who went out and sold ZERO.
They went out for eight hours and spoke to 300 people… and they sold NOTHING.
And look, if you worked with me back then it was brutal.
Here’s what we’d say:
“You went out with such a bad attitude, that you not only sold nothing — but you actually un-signed EXISTING customers.”
Meaning:
“Existing “happy” customers who met you, decided to CANCEL their services after meeting you. That’s how bad you were today!”
HAHA, I laugh just thinking about it.
We were so brutal.
But I tell you what, they soon fixed up!
The banter actually made the guys fix up and start hitting numbers.
If not they were out!
“Go get a job in a retail store stacking shelves! This job ain’t for you.”
HAHA!!
I know people reading this will disapprove.
Anyway, onto my point:
It IS possible to UN-sell your products with bad marketing.
I remember reading Ogilvy On Advertising and David Ogilvy mentioned that before he took on the Mercedes account (I think?!) — their ads were actually un-selling customers.
Imagine that.
Cities exposed to the ad had FEWER sales than areas not exposed to the advertising.
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That’s how bad it was!
And the same goes for emails, too.
I was speaking with a store last week that have a list of around 90k people.
But they send only 2 or 3 emails per month.
Why?
Because they are SCARED to say the wrong thing and get a lot of unsubscribes.
They don’t know what to say.
Yes, this fear is very real.
The majority of the store owners I speak to fear the fact that the emails they send will turn people off and scare them away — the complete OPPOSITE response to what's needed.
So, whaddya do??
You apply for a call with me and I’ll show you a system for writing emails that will work sun, rain, or shine.
I know my system works because EVERY single client, without exception, gets at least 35% of their revenue from email.
When, before meeting me they were sitting at around 5% - 10%.
The store I spoke with last week — you know the one with the 90k list — get less than 2% of their revenue from email.
Why?
Because they are scared to hit SEND.
If you’re stuck in a similar predicament - apply for a call today:
Go go GO!
Jameel Paul